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POP Entertain

... wait for the series to be available online or on DVD | I like to watch TV shows live with friends | I want to be the first to see/talk about it | It is a way for me to spend time with my friends | It is recommended by friends | Seeing TV shows when they first come out is important for staying up to date on the cultural conversation | Watching live TV feels like an important cultural event | I like to watch live so that I can interact with the show on social media in real time TOP 20 TV ...

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 ...

Consumed Path

... A quantitative overview of the modern consumer journey, from discovery to purchaseDISCOVERYWhich of the following statements best describe how often you seek out information online (i.e., read news, look for coupons/sales, etc.) about the following categories? I am always interested in and looking for new information about products/ services in this category | I am open to new information about this category, but don't seek it out | I only look for new information about products/ services in ...

Consumed Consumer

... if I’m in a store and see something I LOVE, and it is either on sale or a reasonable price, I will buy it. I feel comfortable doing this because I’m always pretty well informed about what’s available, so I’ll be able to tell if the item is rare or if it would be easy to find for sale online. I usually like to wait until things go on sale online, then compare prices to get the best deal. ELLIE, 22When I go to a store I am a ‘Navy Seal Shopper’: I go in, get what I want, and get out, and try not ...

Consumed Consumer (Continued)

... luxury goods anymore. I could see Vivian from Pretty Woman shopping online rather than on Rodeo Drive. DEANNA, 22Luxury is anything of high quality that evokes elegance and class. Many things can exude luxury, but it’s all about taste. Someone who is tacky, no matter how rich they are, will always seem tasteless. To me, luxury is the appreciation for the finer things in life. JONATHAN, 23I think luxury is generally defined not by quality, but perceived availability. Something that’s hard to attain ...

Digital Communicate

... It has never been easier for young people to keep in touch, and their use of mobile devices is evolving as new apps and services emerge.FACE TIMEDo you more often communicate...? Face-to-face | Virtually THOUGHTS ON COMMUNICATIONI think digital communication makes us more awkward in face-to-face interactions because so much of our social development happens either online or inebriated (at least in my high school experience). BEN, 21We are relying on social media to fill the void and consume ...

Digital Life

... Young consumers' rapid adoption of new and ever-changing digital platforms is impacting their online habits as well as their offline lives.THE WEB For young people, the Internet is primarily a space for entertainment, learning, and discovery. Four out of 10 say it is a resource that saves them time and money, and one-third use it to organize their lives. Half of trendsetters use the Web as a tool for self-expression; 37% use it for self-promotion. What do you use the Web for? Select all that ...

Digital Brands

... Young consumers regularly engage with brands online, including watching ads, communicating with them, and following them on social media.TARGET ME In a world where advertising is just another facet of life, young consumers prefer a customizable ad experience. In addition to wanting to be able to choose what ads they see, just under half say personalized recommendations by websites are valuable to them. Three in 10 say they’re okay with sharing private info in exchange for a more customizable ...

Gender Consumer

... A quantitative overview of shopping habits and preferences as relevant to gender.MEN ARE ACTIVE SHOPPERS Women are slightly out-shopping men, but men are shopping at a wider variety of stores. Men’s shopping habits mirror those of their female counterparts for most store categories, especially online stores. However, women tend to turn more to discount or bargain stores, such as dollar stores, while men are more drawn to electronics and sporting goods stores. Which, if any, of the following ...

Gender Singlehood/Parenthood

... noticed that my favorite brands encourage independence more than ever, and being single is a solitary, independent act. Some brands aren’t afraid to get sassy and have fun. Being a single person allows for this, so brands can ride on this mentality to appeal to the single mindset. JAMI, 25We are getting married at older ages than did any generation that came before us. We are a generation that wants less responsibility and more options. We don’t have parents telling us that if we don’t get ...