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Game Changers U.S. Fan Segmentation

... gambling on sports and playing in fantasy leagues in the case of the latter. Sports Averse youth tend to have lower incomes, which aligns with their perception that engaging in sports as a player or fan has become too expensive. Interestingly, students in high school are among the most likely to fall into the Sports Averse segment, suggesting that the traditional idyllic perception of high school sports is being challenged by Gen Zs. On the opposite end of the spectrum, those who have earned a college ...

Gen Z Landscape

... enough money | My looks | Fitting in | Making friends | Being liked by others | My weight | Bullying | My relationship with my family | Peer pressure | My relationship with my friends | Getting into college/university | Getting a job | My health/fitness | My extracurricular activities (for example, playing instruments, playing sports) | Dating/hooking up | Not getting enough attention on social media (for example, getting likes, followers) | My image on social media | Getting too ...

BMS Wellness Segmentation

... or how their physical activity affects their wellness and are not very interested in wellness overall. THE WELLNESS DEMOGRAPHIC While similar in age (on average 27) and ethnicity (with the majority being White), each wellness group of Ys is fairly different from one another. Mavens are more likely than Wellness Observers and the Wellness Averse to be male, employed, and parents. Explorers are more likely than those in other groups to have graduated from college and also are more likely to earn ...

Modern Parents Landscape

... ) | Social media | My extended family (aside from grandparents) | Other parents | My/my spouse's/partner's friends | Television programs | Books | My child(ren) | Magazines | Parenting blogs | Parenting message boards/communities | Radio programs/podcasts IMPORTANT ASPECTSParents want their children to be well-rounded. More than half of those in the U.S. and 41% in the UK want their kids to have a college education, and nearly half of parents in both countries also want them to have a preschool ...

Gen Z Zscape

... appearance | My family life | Money | Getting into college | My weight | Fitting in | Peer pressure My after school activities (sports teams, band) | My relationships (with boyfriends/ girlfriends) | The state of the world | My health | Rumors about me/my reputation | School safety | My online life | Being popular Why Worry? Comparing teen Zs to Ys when they were teens, school is significantly more likely to be a source of stress. Following a recession that affected many of their families ...

Gender Love/Sex/Dating

... generations and, in turn, they feel less pressure to commit to one person. Despite the dominance of hooking up, young people consider exclusive relationships more desirable, but at the same time the current dating norms often make them less attainable. To what extent do you agree or disagree with the following statements?“Strongly agree” and “Agree”, 5-point scale Dating today is more focused on hooking up than getting to know people | I've had a friend-with-benefits In college people don’t date before ...

Gen Z Money and Spending

... following, if any, are true for you in terms of how you think about money and spending? Quality is more important than quantity | I'm willing to splurge on certain things | I think shopping is an entertaining activity | Having cool experiences is more important to me than acquiring material things | I often make impulse purchases | I think I will be financially better off than my parents | I am not sure if going to college is worth the money Thoughts on Spending & Saving I like to save more than ...

Gender Marketing

... resonates the most strongly with you? Choose one. Just Do It. | Find New Roads | Go Forth | Don't be evil | Open Happiness | Never Hide 151 MISGUIDED Men and women agree that marketers don’t know how to reach them when it comes to healthcare, music, and clothes. Men, in particular, feel a sense of disconnect when it comes to marketing for books and magazines, and college-aged women feel the most left out in terms of finance and banking. For which of the following product categories do you feel that ...

Gender Singlehood/Parenthood

... partner before we get married | I feel a lot of pressure to get married soon | I don't want to get married because I'm afraid I'll get divrced THOUGHTS ON SINGLE MARKETING I feel like the only companies taking advantage of the singles market are those who are encouraging you NOT to be single (e.g., online dating services, magazines selling tips on how to get a date, etc.). There’s a growing number of singles, like college students and young professionals, who would be great to target. ELECTRA ...

Consumed Consumer

... for product reviews. They are also more selective, with one-third saying they are more likely to shop at a few select stores that have everything they need. This increased selectivity has made them more efficient: 29% say shopping is a quicker process than it used to be, and 36% of 19- to 24-year-olds say they are more inclined to only make purchases that are really necessary. Teens and college-aged adults are more likely than are older Ys to feel guiltier than they used to when making an ...