If you missed your chance to test your Gen Z knowledge in our Two Truths & a Lie quiz we’re giving you another opportunity to gain a sneak peak at our insights. As we all strive to learn more about the generation – their attitudes and their preferences – we will be rolling out insights in the weeks to come from our Gen Z study that was developed with the help of industry leaders.
We cannot wait to begin sharing the results with you over the next few weeks as you continue to shape and refine your 2021 strategy.
- Millennials are just as likely as Gen X and Boomers to be MLB fans
- Gen Z eSport fans are more ready than any other generation to kiss “traditional” sports goodbye and fill the void with eSports
- Gen Z is more likely to be a fan of eSports than the NFL – LIE
- Insight: Though Gen Z under-indexes vs. older adults when it comes to NFL fandom and over-indexes when it comes to eSports fandom, they are still significantly more likely to be fans of the NFL than eSports (34% vs. 22%).
- Family and friends are instrumental in inspiring sports fandom in members of Gen Z
- Gen Z fans report being more interested in the “off-field personality of the individual athletes” than they are in the “in-game performance of individual athletes” – LIE
- Insight: 60% of Gen Z fans report liking a sport because of the in-game performance of athletes while only 44% of Gen Z fans report liking a sport because of the off-field personality of the athletes. However, when compared to other adults, Gen Z cares significantly more about the off-field personality (36% of older adults report liking a sport because of the off-field personality of the athletes).
- Gen Z is significantly more willing than older adults to pay more to attend a stadium that had a great sustainability record
- Gen Z is more likely than older adults to consider themselves extroverted – LIE
- Insight: Gen Z is significantly more likely than older adults to describes themselves as as an ambivert (52% Gen Z, 46% other adults), whereas other adults are more likely to describe themselves as extroverted (15% Gen Z, 21% other adults).
- Gen Z cares a lot about what other people think about them
- Gen Z likes to take risks
- Gen Z is more likely to rate ‘playing and listening to music’ as an important part of their life than ‘watching television or movies’
- Gen Z doesn’t seem to be very spiritual or into traditional organized religion
- Gen Z is more likely to say that engaging with social media is an important part of their lives than playing/watching sports – LIE
- Insight: Perhaps surprisingly, only 25% of Gen Z says that engaging with social media is an important part of their lives. This is about on par with the percentage that would say that playing/watching sports is an important part of their life (27%).
- Millennials feel that their communication style is not that different from that of Gen Z – LIE
- Insight: 86% of Millennials would rate their communication style as ‘somewhat’ or ‘very’ different from that of those younger than them (Gen Z).
- Gen Z is just as likely as Boomers to say they would rather stay home and relax than go to a party
- Gen Z is less likely to feel their work habits are ‘very’ different from those of older generations than the inverse
- The majority of Gen Zers said that their consumption of live sports has decreased since the start of the pandemic – LIE
- Insight: 21% of the Gen Z group said their consumption of live sports has decreased since the start of the pandemic. The majority (58%) said it has not changed and one in five (20%) said it has increased. These percentages are on par with older adults.
- Pre-pandemic, Gen Z was just as likely as Boomers to attend a live sporting event at least once a year
- Gen Zers are more likely to drink hard seltzer at home than outside the home