Infographic Snapshot: How Millennials & Gen Z Watched The Super Bowl

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We have the play-by-play on how young viewers tuned in for the Super Bowl, from how they watched the game to who they watched it with and more. We also asked why they watch the game in the first place, and some told us their primary reason wasn't the game itself...

Despite the downfall of traditional TV, Millennial & Gen Z viewers continue to tune in live for what could be called the biggest sports broadcast event of the year: the Super Bowl. Digital natives aren't just watching the action on the field though, they're making it an event and having IRL get-togethers with their family and friends. Not only do their viewing habits reflect the fact that they're meeting up in person to watch the game, but their spending does as well. The National Retail Federation predicted that fans would spend $15.3 billion on food, merch, and more with 25-34-year-olds leading the way spending an average of $118.43 per person. Eighty-two percent of those who planned on watching the game said they're buying food and beverages and 8% planned to purchase decorations, according to MediaPost. Another reason they're tuning in besides quality bonding time? The halftime show. Our stats show that halftime is increasingly a motivating factor for young viewers, sometimes more so than the sport itself. Not to mention the Super Bowl ads, which keep them tuned in from start to finish to see which ads rise above the clutter and which use their spot to take a political stance (we asked their thoughts on that as well). Find out more, as well as how young viewers watched, why the watched, and how they feel about the event, in our infographic snapshot: 


Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

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The Newsfeed

“I believe in a higher being, whether it takes the form of a god or it's more abstract like the universe.”—Female, 21, FL

An avocado-inspired chocolate is selling out fast, and Millennials’ obsession with avo is getting the credit—lest we forget the lattes and the proposals of the past. Waitrose’s gimmicky treat has a dark chocolate shell, a dyed green white chocolate interior and small chocolate “stone” sprinkled with cocoa for the center. The play on a traditional Easter egg chocolate is Waitrose’s best-selling product in its 114-year-history, selling out repeatedly since its recent launch. (The Independent)

Vacation companies that confiscate travelers’ smartphones are selling out their trips. The Wanderlust Generation isn’t just looking to travel, they’re looking to unplug—in spite of their penchant for picture-worthy excursions. All of Off the Grid’s phoneless itineraries sold out and more are being added for 2018. Yoga retreats and hotels are offering device-free options as well, with one hotel offering iPhone cases to anyone who makes it 24 hours with just a “dumb phone” replacement. (NYP)

Kids can’t get enough of Roblox, and the platform just went “cash-flow positive.” ComScore found that children under-13-years-old spend more time on Roblox than on YouTube, Netflix, or any other similar platform. For teens, the game came in second, behind YouTube. The gaming sensation lets kids create and interact in digital worlds, build their online friendships, and make money—if they’re a “top creator.” (TechCrunch)

Unboxing is getting an augmented spin for Nike’s next sneaker drop. The Millennial and Gen Z-favorite brand has created a link that leads to “a virtual box” containing the new shoes. Users can access the box via any platform and then open the box and use their cursor or finger to check out the Deerupt shoes from “all angles.” Nike also recently let sneaker heads virtually run across the world in their Nike React shoes via in-store treadmills. (GlossyMobile Marketer)

YouTube Red is headed to the box office for the first time with their original movie, Vulture Club, starring Susan Sarandon. In the past, they’ve premiered content on their premium service and in limited releases, but rumor has it this will be their first big bet on a full theatrical release. Everyone from Amazon to Hulu is upping their original content to compete in the streaming wars, and though YouTube has all eyes on their free platform—their paid service is lagging behind the competition. (IndieWireThe Verge)

“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

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