ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Which of the following, if any, do you plan to purchase for the 4th of July?

Source: Behavioral Data 2020 06B Field Dates: 05/22/2020 - 05/27/2020Base: N=1000Type: Multiple Response

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[OPTIONS]
  1. Alcohol
  2. Food
  3. Non-alcoholic beverages
  4. Games / Sporting equipment
  5. Decorations
  6. Clothing
  7. Accessories
  8. Fireworks
  9. Other, please specify:
  10. Other, please specify:
  11. Nothing
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S135. Which of the following, if any, do you plan to purchase for the 4th of July?
Total Gender Age Groups Generation Age Groups Age Groups Age Groups Age and Gender Generation and Gender Academic Status Race Hispanic Region City Resident Parents Parent Quarantined Status Quarantined by Gender Quarantined by Generation Employment Status Unemployed Status Engaging in Risky Behaviour
Male Female Under 18 18 and Over Gen Z (13 to 18) Millennial (19 to 37) Under 21 21 and Over 13 to 17 18 to 20 21 to 24 25 to 29 30 to 34 35 to 39 13-17 18-24 25-39 13 to 17, M 13 to 17, F 18 to 24 ,M 18 to 24, F 25 to 39, M 25 to 39, F Gen Z (13 to 18), M Gen Z (13 to 18), F Millennial (19 to 37), M Millennial (19 to 37), F Middle School / High School College Not in School Caucasian/White African American/Black Asian/Other Hispanic Non-Hispanic Midwest Northeast South West Non-City City Parent Non-Parent Moms Dads Quarantined Not quarantined Quarantined males Quarantined females Quarantined Gen Z Quarantined Millennials Employed Not employed Unemployed due to COVID-19 Unemployed NOT due to COVID-19 Engaging in risky behaviour during COVID-19 Not engaging in risky behaviour during COVID-19
Food 71% 71% 72% 58% 74% 59% 75% 64% 74% 58% 74% 67% 76% 79% 73% 58% 70% 76% 50% 67% 73% 67% 76% 75% 53% 66% 77% 73% 60% 68% 77% 74% 67% 58% 68% 72% 79% 66% 68% 75% 73% 70% 76% 68% 80% 73% 73% 63% 72% 74% 60% 77% 74% 69% 65% 70% 72% 71%
Fireworks 41% 39% 43% 35% 43% 35% 42% 38% 42% 35% 45% 43% 41% 45% 41% 35% 44% 42% 26% 44% 47% 39% 40% 45% 31% 40% 41% 43% 37% 46% 42% 43% 40% 30% 47% 40% 52% 31% 43% 39% 45% 39% 47% 37% 55% 40% 39% 50% 38% 41% 32% 40% 45% 37% 38% 36% 46% 36%
Alcohol 35% 34% 35% 0% 42% 0% 43% 0% 48% 0% 0% 41% 50% 53% 46% 0% 25% 50% 0% 0% 21% 29% 50% 49% 0% 0% 43% 44% 2% 34% 48% 36% 30% 33% 38% 34% 35% 28% 36% 37% 33% 36% 50% 24% 50% 49% 34% 38% 34% 34% 0% 44% 45% 24% 38% 19% 34% 35%
Non-alcoholic beverages 30% 34% 26% 25% 31% 26% 32% 27% 31% 25% 29% 32% 25% 32% 37% 25% 31% 31% 24% 26% 32% 30% 37% 24% 26% 26% 36% 26% 28% 29% 31% 32% 26% 22% 28% 31% 28% 34% 27% 32% 28% 32% 35% 26% 25% 43% 31% 23% 35% 27% 26% 33% 34% 26% 26% 25% 31% 29%
Decorations 28% 32% 23% 22% 30% 24% 28% 24% 30% 22% 27% 24% 22% 37% 36% 22% 25% 31% 26% 17% 27% 23% 36% 26% 28% 21% 33% 22% 24% 29% 30% 28% 30% 24% 37% 26% 26% 32% 28% 28% 26% 30% 39% 21% 29% 46% 29% 26% 34% 23% 25% 29% 36% 20% 28% 17% 25% 32%
Clothing 26% 31% 21% 21% 28% 20% 27% 19% 29% 21% 16% 27% 20% 36% 33% 21% 23% 30% 21% 21% 22% 24% 38% 20% 21% 19% 32% 22% 23% 31% 27% 24% 38% 22% 30% 25% 23% 27% 25% 32% 22% 30% 33% 22% 24% 41% 26% 26% 30% 22% 21% 28% 33% 19% 19% 19% 27% 26%
Games / Sporting equipment 23% 28% 18% 16% 25% 16% 26% 16% 26% 16% 16% 25% 27% 28% 26% 16% 21% 27% 17% 14% 23% 19% 34% 18% 19% 13% 31% 19% 20% 23% 25% 21% 34% 20% 28% 22% 19% 25% 25% 22% 21% 25% 32% 17% 22% 39% 24% 18% 30% 18% 17% 27% 30% 16% 22% 14% 24% 23%
Accessories 23% 26% 20% 19% 24% 18% 25% 22% 24% 19% 27% 26% 16% 24% 30% 19% 26% 23% 18% 20% 30% 22% 27% 19% 19% 18% 28% 21% 22% 25% 23% 23% 28% 16% 24% 23% 25% 25% 23% 20% 21% 25% 28% 20% 23% 32% 23% 24% 26% 20% 18% 25% 29% 17% 19% 16% 25% 21%
Nothing 9% 8% 9% 24% 5% 22% 5% 18% 5% 24% 7% 12% 4% 2% 3% 24% 10% 3% 28% 19% 11% 8% 1% 6% 27% 17% 4% 7% 19% 5% 6% 9% 6% 11% 4% 10% 5% 11% 9% 8% 8% 9% 1% 14% 2% 1% 9% 8% 8% 10% 22% 5% 4% 14% 7% 16% 7% 11%
Other, please specify: 1% 1% 1% 2% 0% 2% 1% 1% 1% 2% 0% 0% 1% 0% 0% 2% 0% 1% 0% 3% 0% 0% 1% 0% 0% 3% 1% 0% 1% 0% 1% 1% 0% 1% 0% 1% 1% 0% 0% 1% 1% 1% 0% 1% 0% 0% 1% 1% 0% 1% 2% 0% 0% 1% 0% 2% 1% 1%
Base 807 431 376 150 657 172 574 228 579 150 78 114 162 149 153 150 192 465 75 75 106 86 250 215 86 87 314 260 197 120 490 599 142 65 158 649 148 162 297 195 361 446 338 469 150 188 668 139 358 310 150 465 420 387 101 286 404 402
Base: Celebrating 4th