Today’s youngest consumer generation—gen-Z—is uniquely heterogeneous, with 13-year-olds relying on weekly allowances and 21-year-olds about to graduate college. Yet despite being in varying life stages, they share a consumer naïveté that binds them together as they explore and develop their emerging shopping independence.
In part 1 of our series around youth and sports, we looked the importance of early engagement and participation to build fans from a young age. Now, we’re exploring perceptions around leagues and the rise of eSports among gen-Z and millennials.
Are young people playing the same sports as older generations did in their youth? Do young people consume sports in a different way than their older counterparts? In our latest study we answer these questions and more to see how sports leagues and brands can better market to, and ultimately create, young fans.
While political polarization has been on the rise in the U.S., in many ways the 2016 presidential election was a collective moment of realization of just how far apart Americans are.
Young vs. old, left vs. right, urban vs. rural – since the election, understandings of “other segments” are frequently discussed. However, many of these conceptions are constructed through stereotypes and anecdotes instead of data.
It’s no secret that the demographics of the United States are shifting. White Americans comprise just above half of the youngest two generations, while they remain a strong majority in older generations.
Never has the makeup of the country become such a core part of the national discourse as in the lead-up to the 2016 election.
We live in an age when patriotism is expressed in various, sometimes divisive ways. Some people prefer traditional displays of flags and “The Star Spangled Banner.” While younger Americans may have a less tangible interpretation, focused on ideals and a way of life.
Does this mean that gen-Z and millennials are less patriotic than older generations?
We are all human. Despite different traits and experiences, when it comes to basic desires most people want the same things. Of course priorities shift as we age, but fundamental values are more alike than you might think. In our latest study, we asked gen-Z and millennial consumers what they find most important in life – prompting them to rank their top five characteristics out of a list of 16.
There’s a lot of press around the demise of Facebook. While we’re not jumping on the “Facebook doesn’t matter” train, it’s clear that there are major changes in preferences around social media platforms among the youngest generations.
We asked social media users, “What is your favorite social media platform?” – only allowing them to select one.
The results were jaw-dropping.
The world is going mobile. Smartphones are changing the way we communicate, the way we shop and look for information, and remaking entire industries. However, just how prevalent are smartphones across gen-Zers, millennials, and older generations?