I would say, the topics of their conversations and the actions they engage in.
For example, on blood transfusions: There have been numerous cases cited on this and other boards indicating that many JWs, when "push comes to shove", will quietly draw a doctor aside and say "look, if it comes right down to it, and my life hangs on whether I take a blood transfusion or not, give me the blood--but make sure no one else knows about it".
And, also regarding blood, I have first hand knowledge of "blood card signing sessions" where 8 or 10 JWs gather around and ask each other "how did you fill in line 4? How did you fill in line 5?" with their blank cards in front of them. And then they proceed to just fill in whatever everybody else has filled in.
I contrast this attitude with what existed 20+ years ago, when people were seriously concerned with what the WT said on blood, and really tried to study the Bible, and tried to harmonize it with what the WT taught, and I see a marked change. It seems as though more and more are, at least quietly, ignoring the WT directives.
Regarding their faith in the teaching that that Armageddon is "really really soon now", as trumpeted in Watchtower after Watchtower: I doubt many people seriously believe it. If they did, if they really believed that we were just a few weeks or months away from annihilation of 99.9% of the planet's human population, it would dominate their conversations. Instead, for the most part, pre-meeting, post-meeting, and social-situation conversations revolve on anything and everything other than "spiritual topics".
As time goes on, and we get more and more removed from the 1995 "new light" that tied Armageddon to a human generation within the year 1914, I think we will see more and more JWs paying lip service to what the WT teaches, but privately getting on with their lives.