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Political Preferences

... There are no clear cut political preferences for today’s youth who tend to identify as ‘moderate.’POLITICAL PARTY U.S.Perhaps due to frustration with the government or the state of politics, there is no clear-cut favorite political party in the U.S. The plurality of young adults (28%) identify as Democrats, while 18% affiliate themselves with the Republican Party (men more so than women). Another 14% are Independent. A third say they are undecided, hesitant to put a label on their ...

BMS Wellness Segmentation

... A quantitative breakdown of five types of wellness consumers, as uncovered by our researchWELLNESS PERSONAS Below is a breakdown of how Gen Ys describe themselves in regard to their relationship with wellness. Our exploration into the makeup of each consumer group will help you better understand this generation’s preferences, attitudes, and behaviors across the wellness spectrum. Wellness Mavens | Wellness Explorers | Wellness Observers | Wellness Averse Wellness Mavens are a small group of ...

Political Information Sources

... Although they use a variety of news sources to get political information, young adults wish they were more knowledgeable about politics.POLITICAL NEWS SOURCESYoung people are open to a variety of news sources from which to get their political information (see Flair And Balanced). Most U.S. and UK youth get their political news from a national TV broadcast, with many also viewing local TV broadcasts. Newspapers continue to be a top source of news, as do social media sites, particularly ...

Generative AI

... Generative AI AwarenessHow familiar are you with each of the following?CARAVAN DataEver Heard Of It Summary Generative AI (Any) | Generative AI chatbots (e.g., ChatGPT, Bing, Bard) | Generative AI to create art or images (e.g., DALL-E, Midjourney, Images.ai) | Generative AI for video (e.g., Pictory, Synthesia) | Generative AI for music (e.g., Amper Music, AIVA, Jukedeck) Generative AI UseHow familiar are you with each of the following?CARAVAN DataEver Used It Summary Generative AI (Any ...

#Following

... A quantitative overview of the types of influencers young people follow today.CATEGORIES #FOLLOWING AMONG INFLUENCERSWhich of the following types of people, if any, do you follow in each of the categories below? (Influencers)Select all that apply. Fashion/style | Beauty/grooming | Digital culture (e.g., blogs, memes) | Shopping | Comedy | Video games | Health & wellness | Travel | Cooking | Podcasts | Food/beverage | Technology | Live events (e.g., concerts, festivals, plays ...

POP Live

... A quantitative overview of hobbies, interests, and free timeFUTURE FREE TIMEIn contrast to how young people spend most of their free time today, in the future they most want to engage with new experiences in their downtime. Travel, outdoor adventures, and cultural exploration rise to the top, especially for Trendsetters. If money were no object, how would you most like to spend your free time in the future? Travel-bug - I’d like to spend my free time going to new places, and exploring new ...

Trust

... Trust is important to today’s youth, but few have trust in politicians or the media, and many even doubt non-profit organizations. Trustworthiness (50%) is one of the top factors by which youth in the U.S. youth evaluate a political candidate, with it being particularly important to Trendsetters (62%) and liberals (58%).QUESTIONABLE INFORMATIONHaving witnessed innumerable political scandals, it is not surprising that three-quarters of youth in the U.S. and UK say ...

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 ...

Gaming

... -related video games is because they believe these types of games bring people closer together. In fact, about a quarter of young adults think sports-related video games help people feel more connected to their favorite teams, players, and peers. Young men in both the U.S. and UK are more likely than young women to feel this way.Which of the following, if any, are true for you?Please select all that apply. Sports-related video games help people feel more connected to their favorite team or players ...

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 ...