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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 ...

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 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 ...

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 ...

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 ...

BMS Brands and Marketing

... A quantitative overview of consumer opinion regarding the relationship between brands and health and wellnessBRAND PREFERENCES Ys would much prefer wellness products from large national brands (67%) to those from boutique brands (33%). However, they don’t seek to broadcast their brand affiliations, with a slight majority (54%) preferring their athletic apparel without logos. Women are especially likely to feel this way. Trendsetters and teen Zs, on the other hand, would prefer that their ...

POP Watch

... INTERESTED IN SEEING MORE SMART COMEDYCOMEDY MIXIn terms of their comedy preferences, sitcoms, stand-up, and lighter comedy rise to the top. Women are the most likely to look to lighter comedic content, while men are more likely to prefer political or slapstick comedy. As with most of their entertainment preferences, older Ys crave a variety of comedy content, while teens primarily stick to stand-up, parodies, and improv. Which of the following types of comedy do you watch? Select all that apply. Sitcoms ...

Shopping Experiences

... Youth are seeking social experiences in stores and are susceptible to impulse purchases while shopping in person.More than half of young people say they are more likely to post about positive rather than negative experiences they have with brands.More than nine in 10 U.S. and UK youth make impulse purchases.IN THE MOMENTSales are the largest driver of impulse purchases for young adults overall and for about six in 10 Trendsetters. Women in both the U.S. and UK are more likely than their male ...

Gen Z Landscape

... A quantitative overview of Gen Zs’ passions, priorities, and desires, as well as their sources of guilt and worry. PERSONAL PASSIONSWhile Zs are passionate about a wide array of subjects, music tops their list, with more than half in the U.S. and UK considering it important to them personally. Women and Trendsetters in both countries are far more likely than young people overall to feel this way about music, indicating that its role in Zs’ lives will only grow in the future. Nearly half of ...

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 ...