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

To download the PDF version of this insight article, click here

 
 

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The Newsfeed

Quote of the Day: “My biggest mistake was that in my financial beginnings I did not seek help from an advisor and I did very badly with my investments, but later I was able to recover.”—Male, 33, NY

The Museum of Ice Cream and Sephora are coming together for a sweet collab. Popsicle-shaped lip glosses, sprinkle-filled brushes, and more Instagrammable products are available for a limited time. Collaborations seem to be the MOIC’s latest move to rake in revenue (they also teamed up with Target), and this one makes sense: young consumers are indulging their “treat yo self” moments with makeup, and similar products like Too Faced’s peach and chocolate-themed collections are flying off shelves. (Cosmopolitan)

Sony is debuting their own ode to retro gaming: the PlayStation Classic. Millennial geeks everywhere, rejoice. The tiny console (with mini controllers to match) will include 20 fan favorite games like Final Fantasy VII and Tekken 3. The question isn’t why Sony is doing this, it’s why more companies aren’t doing this after seeing Nintendo’s runaway success with the SNES and NES Classic. Consoles will come to shelves in early December, right in time for the holidays. (TechCrunch)

The next Netflix movie could premiere on IMAX. And It’s not just Netflix: IMAX’s CEO said “all of the streaming” giants are “in active discussions” to bring their movies to the big screen. Streaming services have shaken up Hollywood by premiering big-budget movies with A-list actors on small screens, betting that young viewers prefer their couches to theaters. But while staying in is the new going out for many Millennials, their love of experiences is also bringing back the box office. (THRThe Verge)

Some wealthy Millennials are becoming social justice warriors to make an impact with their extra resources. Members of Resource Generation give 16 times more than they did before joining up, and together they’ve raised $120,000 for an affordable housing organization, donated $135,000 to the Social Justice Fund Northwest, and much more. In our Topline on the topic, 88% of 13-35-year-olds said they think they can make a difference by getting involved. (Business Insider)

Chinese Millennials and Gen Z are turning their attention from livestreaming to short video clips. Douyin, a short video app known as TikTok in the U.S., has over 500 million monthly active users globally. It was even the world’s most-downloaded app for the first half of 2018, according to Sensor Tower, and its rival Kuaishou is racking up users too. Meanwhile, users and stock are dropping for livestreaming platforms—with the exception of esports. (CNBC)

Quote of the Day: “I once spent $30,000 in one year solely on fun things (entertainment, traveling, dining out, etc.).”—Female, 21, PA

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