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BMS Wellness Segmentation

... more than Observers and those who are Averse. Wellness Averse Ys are least likely to have children, to be employed, and to have earned a college degree. Gen Pop Make-up | Average age | Gender (Male) | Bachelors Degree | White | $50k-$100k | Employed | Parents HOLISTIC HEALTH HABITS Wellness Mavens and Explorers, who are the most interested in wellness, take a holistic approach to their health. They don’t just focus on their body, but also invest significant time in improving their mind and ...

Game Changers UK Fan Segmentation

... in people and don’t like the rowdiness of sports fans. They dislike the effect sports have on culture overall, such as the prevalence of athleisure and the pervasiveness of athletes in marketing campaigns.DEMOGRAPHICSThere is greater gender parity among the most engaged sports fans in the UK than there is in the U.S. Whereas men make up the greatest portion of Super Fans, a majority of Challenger Fans and Idealist Fans, both of whom enjoy sports, are women. Challenger Fans and Idealist Fans are ...

Game Changers U.S. Fan Segmentation

... encourage them to join in watching a game or taking a trip to a stadium. They don’t know much about the rules or what is going on during games. Their interest in sports is partly altruistic: they appreciate the attention that sports can bring to social issues, such as racial and gender inequalities.Sports Averse are a group of non-sports fans, accounting for about 1 in 7 young people. They tend not to care about staying up-to-date on sports or the culture surrounding the games, and they are the least ...

Involvement In Social Causes

... | Reproductive rights (e.g., abortion) | The arts | Gender equality | Public safety | Criminal justice reform (e.g., prison reform, police brutality) | LGBT rights | Marijuana legalization | Immigration | Minimum wage | Working conditions | Unemployment | Income inequality | Terrorism | International affairs | Space exploration | National debt 151 | 151 67% of U.S. youth and 61% of UK youth wish they were more involved in social causes and issues.NOT INVOLVEDLack of funds is the primary ...

Sports Spectatorship & Engagement

... | I have watched a women's sporting event | I have watched an inter-gender sporting event (e.g. men and women competing on the same team or against each other) DRAWBACKS TO SPORTSTrendsetters are far less likely than the overall population of young adults to see some of the potentially negative aspects of sports. While nearly half of U.S. and UK youth say sports brings out the worst in people, far fewer Trendsetters feel this way (27% U.S. and 37% UK). Additionally, about four in 10 young adults ...

Gen Z Entertainment

... —INCLUDING 92% OF BOYS—PLAY VIDEO GAMES REGULARLY.Gaming Genres The video games that Zs prefer vary widely based on the age and gender of the player. Not surprisingly, boys gravitate toward action/adventure, first-person shooter, open world games, and sports games. Meanwhile, girls have a greater preference than boys for playing puzzle games and physical games like Zumba Fitness. Tweens are more likely than teens to play racing, sports, and physical games, while teens opt for action/adventure and ...

Digital My Gaming Life

... young players would have an improved opinion of brands that sponsor or create games for them to experience. They are also willing to spend money on in-app purchases. About a third are willing to pay to gain access to additional game levels, special features, or gear for their characters. PLAY TIME Nearly three-quarters of Mainstream and Trendsetters play mobile games at least once a week; their high interest in this activity holds true across gender and age groups. Older Ys have more varied interest ...

Gen Z Brands and Marketing

... | Magazine ad | Billboard | In a branded app | Pamphlet/Brochure/Catalogue in the mail | Calling cellphone | Calling landline phone Social Connection The social platforms on which Zs want to hear from brands vary greatly by age and gender. Facebook is the top platform where they would want to connect with brands, but this is largely driven by tweens and declines significantly among teens. Zs also invite brands to reach them on YouTube, though this preference is stronger among tweens and boys. Teens ...

BMS Overview

... | Instagram | Newspapers | Celebrities | Podcasts | Clergy members | Politicians | Other social media GENDER AND AGE DIFFERENCES Women’s wellness opinions are more likely than men’s to be influenced by a significant other, as well as Pinterest and blogs. Meanwhile, men are more likely than women to be influenced by more “credible” sources, including nutritionists and books, but their opinions are also more likely to be shaped by brands. Younger Ys are more likely than their older counterparts to say ...

Daily

Celebrating Fatherhood

... the desire to challenge outdated gender norms and celebrate inclusivity. Their designs embrace what WILDFANG calls “our masculine, our feminine, and our-everything-in-between.” The company also has a commitment to sustainability, being climate neutral certified, and a pledge to donate 1% of annual revenue to impactful causes. From blazers with real pockets to versatile coveralls, Wildfang designs are for anyone tired of gender norms in fashion. - Both& - Both& Apparel designs clothes for ...