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Selected insights on target audience: Gen Z / Generation Z in the United States

• 38% of Gen Z / Generation Z have a low annual household income
• Success and career advancement are relatively important to Gen Z / Generation Z
• 40% of Gen Z / Generation Z are in the early majority of innovation adopter types
• A relatively low share of Gen Z / Generation Z think that rising prices, inflation & cost of living are issues that need to be addressed
• Gen Z / Generation Z remember seeing ads in video games more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in the United States
• Gender of consumers in the United States
• Level of education in the United States
• Share of consumers in the United States in the high, middle, and low thirds of household gross income
• Type of households in which consumers in the United States live
• Communities where consumers live in the United States
• Accommodation type and home ownership in the United States
• LGBTQ+ status of consumers in the United States

• Most important aspects of life for consumers in the United States
• Top 10 interests of Gen Z / Generation Z in the United States
• Top 10 hobbies and leisure activities of Gen Z / Generation Z in the United States
• Top 10 sports activities of Gen Z / Generation Z in the United States
• Top 10 sports followed by Gen Z / Generation Z in the United States
• Pets living with Gen Z / Generation Z in the United States

• Agreement with statements in the United States
• The 10 most important issues facing the United States according to Gen Z / Generation Z
• Political attitudes of consumers in the United States
• Innovation adopter types based on statements towards innovation by consumers in the United States
• Economic situation in the United States as percieved by Gen Z / Generation Z
• Perceived personal economic situation of Gen Z / Generation Z
• Agreement with statements regarding economic concerns of Gen Z / Generation Z

• Type of media consumers in the United States have been using in the past 4 weeks
• Top 10 social networks used by Gen Z / Generation Z
• Top 10 channels where Gen Z / Generation Z in the United States remember coming across digital advertising
• Places where consumers in the United States have come across non-digital advertising in the past 4 weeks