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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 ...

Sports & Entertainment

... an enjoyable form of family-friendly entertainment. Moreover, the majority of young people in both the U.S. and UK find the stories around sports to be just as interesting as the games/events themselves. Young people like sports-related entertainment so much that half crave even more options in this genre. Young men and Gen Ys are significantly more likely than young women and teen Zs respectively to enjoy sports-related entertainment content.How strongly do you agree or disagree with each of the ...

BMS Brands and Marketing

... | 151 BRAND EXPECTATIONS Ys and teen Zs are skeptical of brands that jump on the latest health craze and claim to care about wellness, revealing the importance of brands embracing it as part of their core mission. Three-quarters of Ys say the products they buy need to contribute to their personal wellbeing, and even brands that are “unhealthy” are now expected to provide healthier options. Those that comply will earn consumer respect and patronage, especially from men. How strongly do you agree or ...

Gender Women

... A quantitative overview of of modern female identity.WOMEN TODAY Both men and women feel that women today have more professional opportunities, are more open to expressing their sexuality, and are more powerful than were previous generations of women—and nearly three-quarters also think women today have more body image issues. One-third think there is more pressure on women to be a breadwinner, and one-half think today’s women have a harder time balancing parenting and career. Compared to ...

Media Mix

... number one quality that young adults believe makes entertainment great is humor. Many also consider great entertainment to be inspiring, have outstanding performances, and stir emotions. Trendsetters are significantly more likely than young adults overall to enjoy entertainment content for all these reasons. Women are more likely than men to say great entertainment needs to encompass nearly all of these attributes. Teens Zs also have greater expectations of good content than Ys for nearly every ...

A&S Home and Family

... and culture Veering from traditional norms, 67% of young adults and 73% of Trendsetters believe it’s important for someone to live with their partner before getting married. TYPECAST Although huge strides have been made for gender equality in society, many traditional gender roles still come into play in the home. This is perhaps because many young adults grew up in households where women assumed certain responsibilities while other tasks were the domain of men. For instance, Gen Y men who are in ...

Personal & Professional Betterment

... /cognition PROFESSIONAL SKILL EXPERIENCESNearly nine in 10 U.S. and UK Trendsetters currently have or want to have skills geared towards financial investing/budgeting/trading, public speaking, and networking. Men in the UK (74%) are more likely than UK women (68%) to have or want financial investing, budgeting, and trading skills.For each of the skills below, please tell us your experience with them.I Currently Have/Want To Have This Skill Summary Financial investing/budgeting/ trading | Public speaking ...

POP Play

... A quantitative overview of gaming preferences and habitsPLAYERSBecause gaming is much more accessible today via mobile and handheld devices, it’s easier than ever for young people to game. Only one-quarter of 14- to 34-year-olds and 10% of men consider themselves “not a gamer.” On the opposite end of the spectrum, two in 10 consider themselves hardcore gamers, while the majority fall near the middle. On a scale of 1-5, where 1 is ‘Not a gamer’ and 5 is ‘Hardcore gamer,’ what type of gamer are ...

Building Brand Loyalty

... of in-store events NEATLY PACKAGEDPackaging is important to young adults, but their preferences vary by gender and age. Women like simple and clean branding more than men do, while teen Zs are more likely than Ys to want creative or limited-edition packaging. Trendsetters are more likely than adults overall to like clean and limited-edition packaging. Which of the following statements, if any, do you agree with?Please select all that apply. I like simple and clean branding on ...

Gender Singlehood/Parenthood

... —they're uber-connected. VI, 32A THIRD OF MEN AND JUST OVER A QUARTER OF WOMEN SAY THAT THEY DON'T NEED TO BE MARRIED IN ORDER TO BE A PARENT. CAREFUL BEFORE COMMITTING Entering adulthood during the Great Recession has made Ys cautious about their finances and highly aware of risks. Two-thirds want to be comfortable financially before settling down with a partner. They are applying a similarly careful approach in their relationships, as well, with half wanting to live with a significant other before ...