Understanding Gen Z

Verasight conducted a nationally-representative sample of more than 5,300 adults to provide businesses with insights from the next generation of consumers. To get custom data to answer your company’s questions, contact us.

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August 18 - August 31, 2023

1 Key Takeaways

1.1 Gen-Z watches e-sports almost as much as they watch regular sports

1.2 Gen-Z watches more on Youtube and less on streaming services than other generations

1.3 Gen-Z checks their voicemail less often than members of other generations:

1.4 Gen-Z posts on Social Media less frequently than members of other generations

1.5 Gen-Z watches Youtube more than they watch live TV

1.6 Millenials like TikTok more than Gen-Z

1.7 A company’s commitment to diversity influences the purchasing decisions of Millenials more than other generations

1.8 Millenials have the highest level of trust in a product’s website and online reviews

2 First Smartphone

How old were you when you got your first smartphone? (N = 5,356)
Response Percent
Under 10 years old 3%
Between 10 and 15 years old 20%
Between 16 and 20 years old 20%
Between 21 and 25 years old 12%
Over 25 years old 44%
I don’t have a smartphone 1%

2.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Under 10 years old 3% 7% 3% 2% 1%
Between 10 and 15 years old 20% 67% 31% 6% 1%
Between 16 and 20 years old 20% 22% 40% 14% 3%
Between 21 and 25 years old 12% 4% 17% 18% 5%
Over 25 years old 44% 1% 9% 59% 87%
I don’t have a smartphone 1% 0% 0% 1% 4%

3 Average Screentime

If you had to guess, what is your average screen time on all electronic devices per day (for work and leisure)? (N = 5,353)
Response Percent
Less than 1 hour 2%
1 to 4 hours 25%
4 to 8 hours 39%
8 to 12 hours 22%
More than 12 hours 11%

3.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Less than 1 hour 2% 2% 1% 2% 3%
1 to 4 hours 25% 16% 19% 25% 36%
4 to 8 hours 39% 44% 38% 42% 36%
8 to 12 hours 22% 25% 26% 21% 18%
More than 12 hours 11% 13% 16% 11% 6%

4 Smartphone Enjoyment

How much do you agree or disagree with the following statements? (N = 5,291)
Item Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
I would be lost without my smartphone for a day. 7% 16% 18% 33% 25%
I enjoy spending time on my smartphone. 3% 4% 18% 45% 30%

4.1 “I Would Be Lost Without My Smartphone For A Day” Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 7% 5% 7% 7% 10%
Disagree 16% 20% 14% 13% 20%
Neither agree nor disagree 18% 19% 19% 20% 14%
Agree 33% 36% 33% 33% 32%
Strongly agree 25% 19% 28% 27% 23%

4.2 “I Enjoy Spending Time On My Smartphone” Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 3% 3% 2% 4% 3%
Disagree 4% 3% 3% 3% 7%
Neither agree nor disagree 18% 12% 13% 18% 26%
Agree 45% 51% 44% 46% 43%
Strongly agree 30% 32% 37% 29% 22%

5 Life Satisfaction

How would you rate your level of satisfaction with your life? (N = 5,347)
Response Percent
Very dissatisfied 3%
Dissatisfied 4%
Somewhat dissatistified 11%
Neither satisfied or dissatisfied 11%
Somewhat satisfied 26%
Satisfied 29%
Very satisfied 14%

5.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very dissatisfied 3% 4% 3% 4% 2%
Dissatisfied 4% 7% 4% 6% 2%
Somewhat dissatistified 11% 14% 10% 13% 10%
Neither satisfied or dissatisfied 11% 13% 14% 13% 8%
Somewhat satisfied 26% 29% 24% 27% 27%
Satisfied 29% 23% 27% 25% 36%
Very satisfied 14% 10% 18% 11% 15%

6 Mental Health

How would you rate your current mental health? (N = 5,347)
Response Percent
Very poor 3%
Poor 5%
Somewhat poor 10%
Neither good nor poor 13%
Somewhat good 21%
Good 29%
Very good 20%

6.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very poor 3% 5% 4% 2% 1%
Poor 5% 9% 5% 5% 2%
Somewhat poor 10% 12% 11% 12% 6%
Neither good nor poor 13% 17% 14% 15% 8%
Somewhat good 21% 23% 22% 21% 18%
Good 29% 24% 25% 28% 36%
Very good 20% 10% 20% 17% 28%

7 Stress

What is your current level of stress? (N = 5,347)
Response Percent
Very low 7%
Low 13%
Somewhat low 13%
Neither high nor low 18%
Somewhat high 30%
High 10%
Very high 8%

7.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very low 7% 4% 6% 5% 12%
Low 13% 10% 8% 9% 21%
Somewhat low 13% 14% 12% 10% 17%
Neither high nor low 18% 21% 17% 22% 15%
Somewhat high 30% 29% 29% 34% 28%
High 10% 12% 15% 12% 4%
Very high 8% 10% 13% 7% 3%

8 Employment Status

Do you currently have a full- or part-time job? (N = 5,338)
Response Percent
Yes 59%
No 41%

8.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Yes 59% 66% 76% 65% 33%
No 41% 34% 24% 35% 67%

9 Remote Work Status

Is your job remote, hybrid, or in person? (N = 3,224)
Response Percent
Remote 17%
Hybrid (Combination of remote and in person) 28%
In person 55%

9.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Remote 17% 20% 17% 17% 15%
Hybrid (Combination of remote and in person) 28% 21% 37% 21% 24%
In person 55% 59% 47% 62% 61%

10 Remote Work Preference

How much do you agree or disagree with the statement?: I would prefer to work remotely. (N = 3,224)
Response Percent
Strongly disagree 9%
Disagree 12%
Neither agree nor disagree 22%
Agree 27%
Strongly agree 29%

10.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 9% 9% 5% 10% 18%
Disagree 12% 13% 10% 11% 18%
Neither agree nor disagree 22% 25% 21% 24% 22%
Agree 27% 27% 32% 27% 16%
Strongly agree 29% 26% 33% 28% 27%

11 Workplace Values & Flexibility

How much do you agree or disagree with the following statements? (N = 3,220)
Item Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
It is important to me that my workplace aligns with my personal values. 3% 5% 23% 41% 28%
It is important to me that my workplace is flexible around my life. 1% 3% 14% 44% 37%

11.1 “It Is Important To Me That My Workplace Aligns With My Personal Values” Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 3% 4% 2% 3% 1%
Disagree 5% 6% 5% 5% 6%
Neither agree nor disagree 23% 19% 20% 29% 27%
Agree 41% 41% 40% 40% 45%
Strongly agree 28% 31% 33% 24% 22%

11.2 “It Is Important To Me That My Workplace Is Flexible Around My Life” Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 1% 1% 1% 2% 2%
Disagree 3% 5% 3% 3% 3%
Neither agree nor disagree 14% 10% 13% 18% 13%
Agree 44% 44% 40% 44% 51%
Strongly agree 37% 40% 42% 33% 31%

12 Student Status

Are you currently in school? (N = 5,333)
Response Percent
Yes, full time 9%
Yes, part time 8%
No 83%

12.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Yes, full time 9% 28% 12% 5% 1%
Yes, part time 8% 12% 10% 8% 3%
No 83% 60% 78% 87% 96%

13 Virtual School Status

Did you in the past, or do you currently, take part or all of your classes virtually? (N = 5,331)
Response Percent
Yes, I am currently taking class(es) virtually 9%
Yes, I used to take class(es) virtually, but am not currently 31%
No, I have never taken class(es) virtually 60%

13.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Yes, I am currently taking class(es) virtually 9% 16% 14% 6% 3%
Yes, I used to take class(es) virtually, but am not currently 31% 58% 40% 24% 16%
No, I have never taken class(es) virtually 60% 26% 46% 69% 81%

14 Media Consumption Regularity

Please rate how often you do each of the following activities: (N = 5,324)
Item Daily or more often A few times per week Once per week A few times per month Once a month or less often Never
Watch the news on TV 41% 18% 9% 8% 9% 15%
Read a news article online 42% 25% 11% 8% 6% 8%
Listen to radio (AM/FM/Satellite) 34% 25% 11% 9% 8% 14%
Listen to a podcast 15% 15% 11% 10% 15% 33%
Check my email 81% 10% 5% 3% 1% 0%
Check my voicemail 36% 24% 15% 11% 8% 7%
Check my physical mailbox 57% 22% 10% 5% 3% 3%
Look at posts on social media 71% 15% 6% 4% 2% 2%
Post on social media 31% 21% 11% 15% 15% 7%
Listen to music on my phone 40% 24% 9% 8% 7% 12%

14.1 Watch The News On TV Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Daily or more often 41% 15% 33% 43% 59%
A few times per week 18% 15% 21% 18% 17%
Once per week 9% 8% 11% 9% 6%
A few times per month 8% 12% 9% 9% 4%
Once a month or less often 9% 20% 9% 8% 6%
Never 15% 30% 17% 13% 9%

14.2 Read A News Article Online Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Daily or more often 42% 23% 38% 42% 54%
A few times per week 25% 23% 26% 26% 24%
Once per week 11% 19% 13% 11% 5%
A few times per month 8% 13% 9% 8% 6%
Once a month or less often 6% 9% 7% 6% 4%
Never 8% 13% 7% 8% 7%

14.3 Listen To Radio (AM/FM/Satellite) Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Daily or more often 34% 15% 33% 38% 39%
A few times per week 25% 17% 27% 25% 27%
Once per week 11% 13% 12% 11% 7%
A few times per month 9% 13% 9% 9% 7%
Once a month or less often 8% 15% 9% 6% 6%
Never 14% 28% 10% 11% 14%

14.4 Listen To A Podcast Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Daily or more often 15% 15% 25% 12% 8%
A few times per week 15% 16% 23% 14% 9%
Once per week 11% 13% 13% 12% 7%
A few times per month 10% 11% 10% 12% 9%
Once a month or less often 15% 17% 10% 15% 18%
Never 33% 28% 20% 36% 48%

14.5 Check My Email Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Daily or more often 81% 75% 73% 81% 92%
A few times per week 10% 10% 16% 10% 5%
Once per week 5% 9% 6% 4% 2%
A few times per month 3% 4% 3% 4% 1%
Once a month or less often 1% 1% 1% 1% 0%
Never 0% 1% 1% 0% 0%

14.6 Check My Voicemail Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Daily or more often 36% 19% 30% 37% 49%
A few times per week 24% 19% 27% 23% 24%
Once per week 15% 15% 16% 18% 9%
A few times per month 11% 16% 12% 9% 7%
Once a month or less often 8% 17% 8% 6% 5%
Never 7% 14% 7% 6% 6%

14.7 Check My Physical Mailbox Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Daily or more often 57% 37% 48% 61% 72%
A few times per week 22% 25% 27% 19% 18%
Once per week 10% 15% 13% 11% 4%
A few times per month 5% 10% 7% 4% 3%
Once a month or less often 3% 7% 2% 2% 2%
Never 3% 6% 3% 2% 2%

14.8 Look At Posts On Social Media Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Daily or more often 71% 73% 65% 71% 76%
A few times per week 15% 13% 18% 15% 12%
Once per week 6% 6% 7% 7% 5%
A few times per month 4% 5% 6% 5% 2%
Once a month or less often 2% 2% 2% 1% 2%
Never 2% 2% 1% 1% 2%

14.9 Post On Social Media Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Daily or more often 31% 20% 35% 31% 31%
A few times per week 21% 16% 24% 23% 19%
Once per week 11% 11% 12% 12% 8%
A few times per month 15% 17% 14% 15% 15%
Once a month or less often 15% 28% 11% 12% 17%
Never 7% 8% 5% 6% 10%

14.10 Listen To Music On My Phone Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Daily or more often 40% 63% 53% 40% 17%
A few times per week 24% 19% 26% 26% 22%
Once per week 9% 8% 10% 11% 6%
A few times per month 8% 6% 6% 8% 12%
Once a month or less often 7% 3% 4% 8% 12%
Never 12% 1% 2% 7% 30%

15 Future World Outlook

How much do you agree or disagree with each of the following statements? (N = 5,314)
Item Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
The world is the worst it’s ever been. 7% 16% 25% 29% 23%
The world is going to get better. 11% 20% 36% 22% 11%
I am worried for the next generation. 3% 5% 15% 39% 38%

15.1 “The World Is The Worst It’s Ever Been” Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 7% 8% 9% 5% 6%
Disagree 16% 19% 17% 11% 19%
Neither agree nor disagree 25% 31% 25% 26% 22%
Agree 29% 27% 27% 32% 28%
Strongly agree 23% 16% 22% 27% 26%

15.2 “The World Is Going To Get Better” Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 11% 8% 10% 12% 12%
Disagree 20% 17% 15% 21% 25%
Neither agree nor disagree 36% 38% 32% 38% 38%
Agree 22% 23% 26% 21% 20%
Strongly agree 11% 13% 18% 8% 5%

15.3 “I Am Worried For The Next Generation” Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 3% 2% 4% 3% 2%
Disagree 5% 5% 7% 5% 4%
Neither agree nor disagree 15% 18% 17% 15% 12%
Agree 39% 39% 38% 39% 40%
Strongly agree 38% 35% 34% 39% 42%

17 Opinions of Notable Figures

Do you have a favorable or unfavorable opinion of each of the following? (N = 5,302)
Item Very unfavorable Somewhat unfavorable Somewhat favorable Very favorable Don’t know
Donald Trump 37% 10% 19% 29% 5%
Joe Biden 38% 13% 22% 22% 5%
Mr. Beast 5% 8% 18% 18% 51%
Khaby Lame 4% 5% 11% 11% 68%
LeBron James 14% 12% 32% 25% 17%
Tyler “Ninja” Blevins 5% 7% 11% 11% 66%
Taylor Swift 11% 14% 35% 30% 10%
Charli D’Amelio 7% 8% 13% 10% 62%
Tom Cruise 11% 20% 36% 23% 10%
Elon Musk 19% 18% 26% 22% 14%

17.1 Donald Trump Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 37% 47% 25% 36% 46%
Somewhat unfavorable 10% 12% 10% 11% 9%
Somewhat favorable 19% 17% 22% 19% 16%
Very favorable 29% 15% 36% 29% 27%
Don’t know 5% 9% 7% 4% 1%

17.2 Joe Biden Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 38% 30% 29% 41% 48%
Somewhat unfavorable 13% 21% 14% 13% 9%
Somewhat favorable 22% 25% 23% 21% 19%
Very favorable 22% 13% 28% 19% 23%
Don’t know 5% 11% 7% 6% 1%

17.3 Mr. Beast Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 5% 7% 4% 5% 4%
Somewhat unfavorable 8% 14% 9% 6% 5%
Somewhat favorable 18% 28% 27% 17% 5%
Very favorable 18% 27% 29% 15% 4%
Don’t know 51% 24% 29% 56% 82%

17.4 Khaby Lame Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 4% 6% 5% 4% 3%
Somewhat unfavorable 5% 8% 7% 4% 3%
Somewhat favorable 11% 15% 17% 10% 4%
Very favorable 11% 12% 23% 8% 2%
Don’t know 68% 60% 48% 74% 88%

17.5 Lebron James Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 14% 10% 7% 15% 21%
Somewhat unfavorable 12% 10% 11% 11% 16%
Somewhat favorable 32% 29% 31% 33% 32%
Very favorable 25% 24% 35% 23% 17%
Don’t know 17% 26% 15% 17% 15%

17.6 Tyler “Ninja” Blevins Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 5% 10% 6% 5% 3%
Somewhat unfavorable 7% 10% 7% 6% 6%
Somewhat favorable 11% 13% 19% 9% 3%
Very favorable 11% 12% 20% 8% 2%
Don’t know 66% 55% 49% 72% 85%

17.7 Taylor Swift Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 11% 12% 9% 11% 13%
Somewhat unfavorable 14% 19% 12% 11% 15%
Somewhat favorable 35% 32% 33% 36% 39%
Very favorable 30% 28% 37% 30% 22%
Don’t know 10% 9% 8% 12% 11%

17.8 Charli D’amelio Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 7% 16% 7% 5% 3%
Somewhat unfavorable 8% 19% 10% 5% 3%
Somewhat favorable 13% 20% 19% 11% 5%
Very favorable 10% 10% 20% 8% 2%
Don’t know 62% 35% 44% 71% 87%

17.9 Tom Cruise Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 11% 11% 8% 13% 12%
Somewhat unfavorable 20% 15% 18% 19% 24%
Somewhat favorable 36% 33% 31% 37% 40%
Very favorable 23% 20% 32% 23% 16%
Don’t know 10% 22% 10% 8% 7%

17.10 Elon Musk Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 19% 30% 14% 19% 21%
Somewhat unfavorable 18% 20% 13% 18% 22%
Somewhat favorable 26% 18% 27% 26% 28%
Very favorable 22% 16% 31% 19% 18%
Don’t know 14% 16% 14% 18% 11%

18 Sports vs Esports/Gaming

If you had to pick, which of the following do you spend more time watching in a typical week? (N = 5,299)
Response Percent
Sports 44%
Esports/Gaming 15%
Don’t watch either 42%

18.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Sports 44% 31% 42% 47% 49%
Esports/Gaming 15% 27% 25% 9% 3%
Don’t watch either 42% 42% 33% 45% 49%

19 Youtube vs Streaming Services

If you had to pick, which of the following do you spend more time watching in a typical week? (N = 5,298)
Response Percent
YouTube 32%
Streaming services (e.g., Netflix, Hulu, Disney+, Max) 60%
Don’t watch either 8%

19.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
YouTube 32% 44% 31% 34% 27%
Streaming services (e.g., Netflix, Hulu, Disney+, Max) 60% 53% 66% 59% 58%
Don’t watch either 8% 3% 3% 7% 15%

20 Streaming Services vs Live Television

If you had to pick, which of the following do you spend more time watching in a typical week? (N = 5,297)
Response Percent
Streaming services (e.g., Netflix, Hulu, Disney+, Max) 63%
Live television 31%
Don’t watch either 5%

20.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Streaming services (e.g., Netflix, Hulu, Disney+, Max) 63% 86% 79% 59% 42%
Live television 31% 7% 16% 35% 53%
Don’t watch either 5% 6% 5% 6% 5%

21 Youtube vs Live Television

If you had to pick, which of the following do you spend more time watching in a typical week? (N = 5,297)
Response Percent
YouTube 46%
Live television 47%
Don’t watch either 7%

21.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
YouTube 46% 72% 57% 45% 24%
Live television 47% 18% 35% 48% 70%
Don’t watch either 7% 10% 8% 8% 5%

22 Sources of News

Which of the following, if any, do you use to access news? Select all that apply. (N = 5,296)
Item Selected
Facebook/Instagram 56%
Streaming Television 36%
Cable Television 34%
Newspaper (print or digital) 31%
TikTok 28%
Twitter 25%
Podcast 17%
Newsletter 17%
Other 6%
N/A, I don’t access news 6%

22.1 Crosstabs

Generation

Response Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Facebook/Instagram 65% 65% 53% 45%
TikTok 49% 40% 26% 9%
Twitter 37% 35% 22% 11%
Streaming Television 27% 41% 38% 33%
Newsletter 21% 21% 13% 15%
Newspaper (print or digital) 19% 28% 29% 40%
Podcast 19% 25% 15% 10%
Cable Television 15% 29% 34% 47%
N/A, I don’t access news 8% 5% 7% 6%
Other 5% 3% 7% 10%

23 Opinions of Large Companies/Brands

Do you have a favorable or unfavorable opinion of each of the following companies/brands? (N = 5,290)
Item Very unfavorable Somewhat unfavorable Somewhat favorable Very favorable Don’t know
TikTok 19% 16% 24% 28% 12%
Meta 11% 18% 32% 21% 17%
Disney 14% 12% 32% 35% 7%
Shein 10% 9% 22% 18% 40%
Amazon 5% 8% 31% 53% 3%
Zara 5% 7% 15% 14% 60%
H&M 4% 9% 27% 18% 41%
Nike 10% 12% 32% 36% 10%
X (Twitter) 19% 19% 23% 19% 20%

23.1 Tiktok Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 19% 19% 12% 19% 28%
Somewhat unfavorable 16% 14% 12% 13% 25%
Somewhat favorable 24% 26% 26% 27% 20%
Very favorable 28% 33% 43% 28% 9%
Don’t know 12% 8% 7% 12% 18%

23.2 Meta Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 11% 15% 8% 10% 13%
Somewhat unfavorable 18% 23% 14% 16% 23%
Somewhat favorable 32% 25% 30% 32% 37%
Very favorable 21% 15% 33% 20% 12%
Don’t know 17% 21% 15% 21% 15%

23.3 Disney Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 14% 12% 6% 15% 22%
Somewhat unfavorable 12% 15% 10% 9% 16%
Somewhat favorable 32% 33% 32% 33% 31%
Very favorable 35% 31% 47% 36% 24%
Don’t know 7% 9% 5% 6% 7%

23.4 Shein Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 10% 26% 11% 5% 6%
Somewhat unfavorable 9% 16% 11% 7% 7%
Somewhat favorable 22% 24% 27% 26% 13%
Very favorable 18% 17% 29% 20% 6%
Don’t know 40% 18% 21% 42% 67%

23.5 Amazon Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 5% 11% 3% 4% 4%
Somewhat unfavorable 8% 15% 9% 7% 7%
Somewhat favorable 31% 32% 28% 32% 32%
Very favorable 53% 37% 57% 54% 55%
Don’t know 3% 5% 3% 3% 3%

23.6 Zara Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 5% 6% 6% 5% 3%
Somewhat unfavorable 7% 13% 9% 4% 4%
Somewhat favorable 15% 21% 20% 14% 7%
Very favorable 14% 14% 24% 10% 5%
Don’t know 60% 46% 40% 68% 80%

23.7 H&M Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 4% 6% 6% 4% 3%
Somewhat unfavorable 9% 16% 10% 6% 8%
Somewhat favorable 27% 33% 31% 29% 18%
Very favorable 18% 16% 30% 16% 9%
Don’t know 41% 29% 23% 45% 62%

23.8 Nike Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 10% 7% 6% 10% 15%
Somewhat unfavorable 12% 13% 9% 9% 17%
Somewhat favorable 32% 37% 28% 34% 33%
Very favorable 36% 31% 50% 38% 22%
Don’t know 10% 12% 8% 9% 12%

23.9 X (Twitter) Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 19% 23% 13% 20% 23%
Somewhat unfavorable 19% 25% 17% 15% 20%
Somewhat favorable 23% 18% 22% 25% 25%
Very favorable 19% 16% 31% 17% 8%
Don’t know 20% 17% 16% 23% 24%

24 Company/Brand Values and AI

To what extent do you agree or disagree with each of the following statements? (N = 5,283)
Item Strongly disagree Disagree Agree Strongly agree
Brands should share their position on political and social issues 22% 31% 34% 12%
I prefer to buy from brands that align with my political beliefs 13% 30% 43% 15%
Companies spend too much time talking about sustainability and diversity 15% 30% 36% 19%
Artificial intelligence (AI) will completely change my life 12% 31% 42% 15%

24.1 Brands Should Share Their Position On Political And Social Issues Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 22% 16% 16% 24% 32%
Disagree 31% 26% 28% 33% 34%
Agree 34% 43% 38% 34% 27%
Strongly agree 12% 15% 18% 10% 7%

24.2 I Prefer To Buy From Brands That Align With My Political Beliefs Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 13% 9% 12% 16% 13%
Disagree 30% 26% 27% 31% 34%
Agree 43% 52% 42% 42% 40%
Strongly agree 15% 14% 19% 11% 13%

24.3 Companies Spend Too Much Time Talking About Sustainability And Diversity Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 15% 23% 15% 15% 13%
Disagree 30% 33% 31% 28% 29%
Agree 36% 28% 36% 39% 36%
Strongly agree 19% 16% 19% 19% 21%

24.4 Artificial Intelligence (AI) Will Completely Change My Life Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Strongly disagree 12% 11% 11% 12% 14%
Disagree 31% 33% 23% 34% 35%
Agree 42% 42% 46% 39% 41%
Strongly agree 15% 14% 20% 15% 9%

25 Discretionary Spending Preferences

If you had to pick, which of the following would you prefer to spend your extra/discretionary money on? (N = 5,277)
Response Percent
In-person experiences (e.g., concerts, travel, restaurants, wellness) 56%
Virtual experiences (e.g., video games, streaming) 11%
Physical goods (e.g., designer clothes, electronics) 23%
None of the above 10%

25.1 Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
In-person experiences (e.g., concerts, travel, restaurants, wellness) 56% 56% 50% 56% 63%
Virtual experiences (e.g., video games, streaming) 11% 15% 18% 9% 3%
Physical goods (e.g., designer clothes, electronics) 23% 24% 26% 24% 19%
None of the above 10% 5% 5% 10% 15%

26 Factors Affecting Purchasing

When deciding which product to purchase, would you rate each of the following? (N = 5,266)
Item Very unimportant Unimportant Neither important nor unimportant Important Very important
Price 2% 2% 10% 35% 51%
Quality 2% 2% 8% 36% 51%
Sustainability 7% 6% 25% 40% 21%
Company’s commitment to diversity 14% 11% 32% 28% 15%
Product reviews 3% 4% 20% 45% 28%
Friend or family member recommendation 4% 7% 31% 42% 17%

26.1 Price Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unimportant 2% 2% 2% 3% 2%
Unimportant 2% 3% 3% 2% 1%
Neither important nor unimportant 10% 9% 13% 11% 6%
Important 35% 31% 37% 34% 36%
Very important 51% 55% 46% 51% 55%

26.2 Quality Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unimportant 2% 1% 2% 3% 2%
Unimportant 2% 3% 2% 1% 1%
Neither important nor unimportant 8% 10% 11% 9% 4%
Important 36% 37% 35% 37% 37%
Very important 51% 49% 50% 50% 56%

26.3 Sustainability Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unimportant 7% 6% 4% 7% 11%
Unimportant 6% 6% 5% 6% 9%
Neither important nor unimportant 25% 22% 22% 28% 28%
Important 40% 43% 40% 39% 38%
Very important 21% 23% 29% 20% 15%

26.4 Company’s Commitment To Diversity Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unimportant 14% 10% 9% 13% 23%
Unimportant 11% 13% 9% 12% 11%
Neither important nor unimportant 32% 34% 28% 37% 32%
Important 28% 28% 33% 25% 24%
Very important 15% 15% 21% 14% 9%

26.5 Product Reviews Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unimportant 3% 2% 2% 3% 5%
Unimportant 4% 5% 4% 4% 5%
Neither important nor unimportant 20% 17% 18% 23% 20%
Important 45% 42% 44% 45% 47%
Very important 28% 34% 32% 25% 22%

26.6 Friend Or Family Member Recommendation Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unimportant 4% 3% 3% 5% 4%
Unimportant 7% 5% 8% 5% 7%
Neither important nor unimportant 31% 30% 27% 32% 33%
Important 42% 45% 40% 42% 42%
Very important 17% 16% 23% 16% 13%

27 Trust in Product Recommendations

When deciding which product to purchase, how much do you trust each of the following? (N = 5,257)
Item Do not trust at all Trust somewhat Trust completely
Friend or family member’s recommendation 5% 55% 41%
Celebrity endorsement 55% 33% 12%
Influencer message/use of product 43% 42% 15%
Online product reviews 11% 67% 23%
Product’s website description and reviews 11% 70% 19%

27.1 Friend Or Family Member’s Recommendation Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Do not trust at all 5% 5% 5% 6% 4%
Trust somewhat 55% 50% 51% 53% 61%
Trust completely 41% 44% 44% 41% 35%

27.2 Celebrity Endorsement Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Do not trust at all 55% 54% 38% 54% 75%
Trust somewhat 33% 33% 39% 38% 23%
Trust completely 12% 13% 24% 8% 2%

27.3 Influencer Message/Use Of Product Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Do not trust at all 43% 41% 29% 41% 63%
Trust somewhat 42% 43% 45% 47% 33%
Trust completely 15% 16% 26% 12% 4%

27.4 Online Product Reviews Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Do not trust at all 11% 7% 8% 11% 14%
Trust somewhat 67% 67% 56% 70% 75%
Trust completely 23% 26% 36% 18% 11%

27.5 Product’s Website Description And Reviews Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Do not trust at all 11% 11% 8% 11% 13%
Trust somewhat 70% 69% 61% 72% 79%
Trust completely 19% 19% 31% 17% 9%

28 Opinions of Notable Groups & Movements

Do you have a favorable or unfavorable opinion of each of the following movements or groups? (N = 5,100)
Item Very unfavorable Somewhat unfavorable Somewhat favorable Very favorable Don’t know
Black Lives Matter 24% 11% 22% 33% 9%
Labor unions 9% 12% 32% 35% 13%
The gig economy 7% 10% 25% 23% 35%
Enacting stricter gun regulations 17% 11% 20% 45% 7%
Banning books from libraries 57% 14% 11% 12% 7%
Transgender athletes 34% 14% 18% 20% 14%
Increasing funding to Planned Parenthood 17% 10% 23% 40% 10%
Freedom of speech 2% 4% 18% 70% 6%
Diversity, equity, and inclusion 12% 9% 26% 43% 10%

28.1 Black Lives Matter Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 24% 10% 15% 27% 37%
Somewhat unfavorable 11% 13% 10% 10% 14%
Somewhat favorable 22% 20% 27% 20% 20%
Very favorable 33% 48% 40% 31% 22%
Don’t know 9% 9% 8% 11% 8%

28.2 Labor Unions Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 9% 4% 6% 9% 15%
Somewhat unfavorable 12% 6% 10% 12% 16%
Somewhat favorable 32% 29% 30% 30% 35%
Very favorable 35% 38% 41% 32% 29%
Don’t know 13% 22% 14% 16% 6%

28.3 The Gig Economy Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 7% 6% 6% 7% 8%
Somewhat unfavorable 10% 10% 10% 9% 10%
Somewhat favorable 25% 23% 29% 23% 23%
Very favorable 23% 20% 33% 25% 11%
Don’t know 35% 41% 22% 35% 47%

28.4 Enacting Stricter Gun Regulations Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 17% 14% 12% 17% 23%
Somewhat unfavorable 11% 8% 11% 13% 12%
Somewhat favorable 20% 20% 26% 20% 14%
Very favorable 45% 50% 44% 42% 47%
Don’t know 7% 8% 7% 9% 3%

28.5 Banning Books From Libraries Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 57% 61% 43% 59% 67%
Somewhat unfavorable 14% 12% 14% 13% 16%
Somewhat favorable 11% 8% 15% 10% 8%
Very favorable 12% 11% 22% 9% 5%
Don’t know 7% 8% 7% 9% 4%

28.6 Transgender Athletes Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 34% 22% 22% 37% 49%
Somewhat unfavorable 14% 10% 13% 13% 16%
Somewhat favorable 18% 19% 23% 17% 14%
Very favorable 20% 33% 29% 16% 9%
Don’t know 14% 16% 13% 16% 12%

28.7 Increasing Funding To Planned Parenthood Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 17% 12% 10% 17% 27%
Somewhat unfavorable 10% 9% 9% 10% 11%
Somewhat favorable 23% 18% 27% 24% 20%
Very favorable 40% 49% 46% 38% 33%
Don’t know 10% 13% 9% 11% 9%

28.8 Freedom Of Speech Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 2% 2% 2% 2% 1%
Somewhat unfavorable 4% 7% 6% 3% 2%
Somewhat favorable 18% 18% 21% 17% 16%
Very favorable 70% 66% 66% 73% 75%
Don’t know 6% 7% 6% 6% 6%

28.9 Diversity, Equity, And Inclusion Crosstabs

Generation

Response All Adults Gen Z Adults (Ages 18-26) Millennials (Ages 27 - 42) Gen X (Ages 43 - 58) Boomers and Above (Ages 59+)
Very unfavorable 12% 7% 6% 12% 19%
Somewhat unfavorable 9% 6% 9% 9% 11%
Somewhat favorable 26% 24% 26% 27% 25%
Very favorable 43% 54% 50% 40% 35%
Don’t know 10% 8% 9% 11% 10%

29 Survey Details

The Understanding Gen Z Survey was conducted by Verasight from August 18 - August 31, 2023. The sample size is 5,356 respondents. All respondents were recruited from an existing Verasight panel, composed of individuals recruited via both address-based probability sampling and online advertisements.

The data are weighted to match the Current Population Survey on age, race/ethnicity, sex, income, education, region, and metropolitan status, as well as to population benchmarks of partisanship and 2020 presidential vote. The margin of error, which incorporates the design effect due to weighting, is +/- 1.9%.

To ensure data quality, the Verasight data team implemented a number of quality assurance procedures. Standard Verasight procedures include ensuring no responses correspond to foreign IP addresses, removing potential duplicate respondents, verifying the absence of non-human responses, and removing any respondents failing attention and/or straight-lining checks. “Speeding” respondents, defined as those completing either wave in less than 40% of the median time, were also removed.

 
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