Americans spend 2.5 hours per day "Dreamscrolling" — and say it motivates them to reach financial goals. Over half say looking at dream purchases makes it easier to be smart with money.
Americans spend 2.5 hours per day "Dreamscrolling" — and say it motivates them to reach financial goals. Over half say looking at dream purchases makes it easier to be smart with money.
The average American spends nearly two and a half hours a day "Dreamscrolling" — looking at dream purchases or things they’d like to one day own. Time is Money to many people, and a majority (71%) say dreamscrolling is time well spent, as the habit motivates them to reach their financial goals.
People see dreamscrolling as one way they're investing in themselves and planning for their future — whether that's when they want to retire, their dream home or next vacation. Our study shows that it helps people define their goals, make good decisions, and look forward to purchasing the things that bring them the most joy.
Rebecca Rickert, head of communications and consumer insights at Empower
Nearly 7 in 10 see dreamscrolling as an investment in themselves (69%) and an outlet for them to envision what they want out of life (67%). Forty-two percent spend time picturing their ideal retirement, such as age, location and monthly expenses.
More than half (56%) currently have things left open in tabs and windows or saved in shopping carts that they’d like to purchase or own in the future. For those respondents, they estimate it would cost about $86,593.40 to afford everything they crrently have saved.
More than half (51%) say owning their dream purchases would make them feel more financially secure, which may be why close to half say working with a financial professional would help them reach their goals (47%).
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The Empower "Dreamscrolling" study is based on online survey responses of 2,000 Americans ages 18+ from March 28 - 31, 2024.
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