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Popular Culture & Digital

... A quantitative overview of global youth’s digital habits, including their online social lives.APPS USED WEEKLYOver half of youth across the globe use social media (53%) and music (51%) apps at least once a week. Another four in 10 utilize chat/messaging apps (e.g., WhatsApp, iMessages, Viber) and video streaming apps (e.g., TV, movies, YouTube). Women are more likely than men to use apps for each of these four categories, however, men (45%) do trend higher than women (31%) in their use of video ...

Popular Culture & Sports

... A quantitative overview of how youth view sports in popular culture.3 in 5 global youth agree that the best way to experience another country/culture is through its sports.Nearly half of youth in Nigeria (46%) and India (45%) follow sports teams/athletes from other countries, as do 1 in 3 youth globally.PLAYING SPORTSAcross the globe, 35% of youth play spots, increasing to 42% among men vs. 27% among women. Half of youth in Mexico (52%) play sports, which is the most of any country. Youth are ...

Generational Overview

... /nightlife | Religion | Spirituality | Meditation/mindfulness | Activism (e.g., political, social) | Global culture | None of the above LOCAL & WORLDLY OUTLOOKPlease select one statement from each pair below that you agree with the most. I think my country is getting worse | I think my country is getting better | I think the world is getting worse | I think the world is getting better | I tend to vote for what's best for society overall | I tend to vote for what's best for me personally ...

Popular Culture & Brands

... A quantitative overview of global youth’s perceptions of how brands fit into popular cultural.66% of youth globally agree brands need to have a popular culture component to be relevant, increasing to 78% among youth in India and Indonesia.BRANDS AND POPULAR CULTURESeven in 10 youth across the globe agree it has become more important in the past year for brands to engage in popular culture. To add, another six in 10 youth are more likely to support a brand if they demonstrate they are popular ...

Popular Culture & Gaming

... A quantitative overview of youth’s attitudes and preferences towards gaming.4 in 10 global youth can’t go a day without gaming, and this rises to 48% of men and 45% of teens. Nearly half of youth in Brazil, Japan, and Indonesia say the same.POPULARITY OF GAMINGGaming is growing, with 69% of global youth saying the activity has become more popular in their country in the past year, and 65% saying gaming has become cooler. Further, half of men and 47% of youth overall say that it’s hard to be up ...

Popular Culture & TV

... A quantitative overview of youth’s TV consumption and preferences.41% of global youth can’t go a day without watching TV, with women and those aged 30-34 most likely to say so.INSPIRATION AND INTEREST IN TVMore than 4 in 10 global youth follow popular culture around TV, and a third get inspiration for this category from social media. This is particularly true among those aged 22-34. Young people in India, the U.S., South Africa, and Nigeria are most likely to follow TV. Those in Japan and ...

Popular Culture & Fashion/Style

... countries/ cultures I like to experiment with new style/ fashion | I pay attention to fashion/style trends from other countries | I like to try out new fashion/style looks | My style is influenced by other countries/ cultures Over half (54%) of global youth like to try new fashion/style choices rather than sticking with the same look.MORE FOCUS ON FASHIONAmong youth globally, 34% feel men and women in their country have become more focused on their fashion/style in recent years. This focus on ...

Popular Culture News & Social Causes

... A quantitative overview of how popular culture is shaping the conversation around social issues impacting youth today.Nearly 2 in 5 young people around the globe follow news from other countries, and this jumps to 1 in 2 youth in Nigeria and South Africa.Half of all global youth check the news at least once a day, increasing to 56% among those aged 22-34 and 67% among youth in India.INCLUSIVE POPULAR CULTUREA rise of inclusivity in popular culture of previously marginalized groups is seen ...

Popular Culture Pressures

... A quantitative overview of the pressures global youth face when it comes to their social lives and entertainment.Nearly 1 in 3 youth globally like discussing popular culture experiences with others.1 in 5 youth around the globe feel pressure to consume certain entertainment because it's popular, and this jumps to 1 in 3 among youth in China and 1 in 4 among youth in Nigeria.FEELING THE PRESSURENearly six in 10 youth globally feel pressure to have an interesting social life, while another half ...

Love Landscape

... Global youth are largely hopeful about love and romance, and they are willing to put in effort to find relationships and make them work.67% of global youth believe in romance. LOVE TODAYTraditional perceptions of dating, relationships, and marriage mostly hold true today. More than half of global youth describe dating and romantic relationships as fun. Marriage, while challenging, is viewed as equally fulfilling and rewarding. When it comes to dating, however, the abundance of options leaves ...