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A&S Landscape

... children are milestones that many young adults no longer want to achieve or are unsure about, likely because they don’t want to be saddled with the debt or responsibilities associated with marriage and parenthood. Young women are more traditional than young men, with more of them saying they have or want to to college, get married, and have children. Which of the following, if any, have you already done or do you want to do in your life? Go to college | Live on my own | Have children | Purchase or ...

Innovation & Smart Devices

... devices at all.SMART DEVICE INTEGRATIONAs groundbreaking new technologies and innovations emerge, smart devices are here to stay. 96% of U.S. and 64% of UK Trendsetters agree that smart devices will become more integrated in our everyday lives, and another nine in 10 think all homes will have smart devices in the future. Looking deeper into the gender breakdown, women in the U.S. are more likely than their male counterparts to see the continued integration of smart devices into their daily lives.How ...

Shopping and Technology

... Young people crave technology that makes their shopping experience more informed, convenient, and social.Half of U.S. and UK Trendsetters have posted reviews online.Men are more likely than women to modify or hack a product to make it better.More than a quarter of youth and nearly a third of Trendsetters like services that help them track their purchases.PAYMENT PREFERENCESYoung consumers want convenient and efficient ways to conduct transactions. To that end, the majority have used or ...

Sports & Food & Beverage

... supplement pills | Protein shake/powder | Vitamin supplement powders WHY CONSUME SPORTS-RELATED FOOD & DRINKSYoung adults who consume sports-related foods and drinks do so primarily to lose or gain weight, especially U.S. women. Other common reasons young adults consume sports-related foods and drinks are to help their bodies prepare for and recover from workouts, recommendations from friends and family, and to gain muscle – a large driving factor for U.S. men in particular. Only about one in 10 young ...

Gender Entertain

... conversations over dinner are the primary ways that women bond with female friends. Which of the following do you consider to be bonding activities with your same-gender friends? Play games (e.g., board, card, video, etc.) | Watch TV/ movies | Play sports | Watch sports | Listen to music/ concerts | Work out/ exercise | Nature & outdoors (e.g., camping, hiking, etc.) | Drink/ bars/ clubs | Go out to dinner | Text | Go on vacation Talk on the phone | Do a creative project | Chat/ IM | Volunteer ...

Gender Men

... A quantitative overview of of modern male identity.MEN TODAY Men and women agree that men today are more comfortable expressing their sexuality and more concerned about their appearance than were previous generations of men. They expect more from their partners, and feel less pressure to be the breadwinner of the family. Four in 10 men feel that they are less masculine and have more body issues today than men in the past. Compared to previous generations, do you think men today...? Select all ...

Social Communication Preferences

... among women. FaceTime and Skype fall short with one third using them in the past year. Less than one in five U.S. youth have used WhatsApp, KIK, and Hangouts. In the UK, over half of youth have used WhatsApp in the past year. It is important for brands to recognize the difference in chat apps when targeting U.S. and UK youth.Which of the following chat apps, if any, have you used with in the past year?Please select all that apply. Facebook Messenger | FaceTime | Skype | WhatsApp | KIK ...

Nightlife

... , big crowds, loud noise, and long lines. One in two Trendsetters say the high cost of going out is off-putting, and two in five feel this way about the large crowds. An expensive night out is the number one pain point among women in the U.S. (52%) and the UK (49%), as well as for Trendsetters.Which of the following, if any, do you dislike about nightlife?Please select all that apply. Too expensive | Crowds | Noise | Long lines | It starts too late | It's unhealthy | Having to get dressed up ...

POP Read

... A quantitative overview of preferences and habits pertaining to the written word, from books to magazines to digital media WATCH AND LEARN Male readers across all age groups would prefer to see the movie version rather than read the book. At the same time, males are also more likely to turn to books as a way to learn new things, and to seek out non-fiction. Women, in turn, view reading as a way to escape and tend to read more fiction. Would you rather? Read a book | Watch the movie version of ...

Gender Love/Sex/Dating

... partners, it has also dissolved longstanding conventions of courtship—leading 50% of women and 38% of men to say that dating is harder today. Compared to previous generations, do you think the following are easier, harder, or the same today? Career | Work/ life balance | Parenthood | Marriage | School/ education | Dating | Friendships Dating today is more complicated than ever. With the shift towards virtual dating, conventional dating has become nearly impossible. We are constantly bombarded ...