By Wesley Case
December 12, 2022 at 5:00 am ET
Gen Zers are no longer a mere fascination: They now wield serious purchasing power and cultural capital as they put their imprints on the global economy. Morning Consult surveyed Americans between the ages of 13 and 25 about their media tastes and habits, relationships with brands and interest in sports in order to better understand where, exactly, the youngest adult generation is now taking us.
Read Our Gen Z Coverage: Gen Z and Sports | Favorite Pro Leagues | Favorite Athletes | Sports Influencer Q&A | Favorite Celebrities | Social Media Usage | Preferred Online Content | Opinion on Advertising | Movie Marketing Trends | Favorite Film Franchises | Favorite Genres | Preferred Entertainment Length | Favorite Video Games
What exactly makes Gen Z tick?
Morning Consult set out to find the answers via a comprehensive survey of U.S. Gen Zers between the ages of 13 and 25, the influential cohort whose interests and habits seem top of mind for companies across all industries. This week, we’re releasing our findings on a wide range of topics within the sectors of brands, sports and entertainment.
Given the scope of the survey, not every data point made it into the individual stories. Here, we present a collection of Gen Z data tidbits that fell to the cutting-room floor — but were too interesting not to share. At the very least, it’s the kind of water-cooler fodder that could make you a hit at this season’s holiday parties.
The Nov. 2-8, 2022, survey was conducted among a representative sample of 1,000 U.S. Gen Zers between the ages of 13 and 25, with an unweighted margin of error of plus or minus 3 percentage points. A separate Nov. 2-4, 2022, survey was conducted among a representative sample of 2,210 U.S. adults, with an unweighted margin of error of plus or minus 2 percentage points.