R.E.M. was right

Earlier this year we conducted a survey on Consumer Escapes. When asked "which of the following do you consider yourself passionate about," religion ranked 14th behind things like food, health, books, movies, and career. No wonder Americans didn't fare so well on this Pew Forum national survey. (To paraphrase R.E.M., that's us in the spotlight losing our religion.)

In our smaller-scale smz research study consumers were looking for "breathing space - a release from everyday activities or responsibilities." 77% strongly or somewhat agreed with that need. Clearly those same adults don't seek out religion to provide that breathing space. So Apple is happy, and the folks who teach about the first bite from the apple, maybe less so.