THE TRENDERA FILES
Trendera
CONSUMER HABITS & SPENDING Volume 9, Issue 2, May 2018
Fox Home Entertainment THE TRENDERA FILES: CONSUMER HABITS & SPENDING
CONTENTS
INTRO 4 CRYPTO CHEAT SHEET 59
60 Let’s Talk Money
61 Coins That Are King
62 Crypto Currency STAT HIGHLIGHTS 6 64 10 Things to Know About Crypto
8 Consumers’ Financial Snapshot 14 Consumer Spending NOW TRENDING 66 17 Purchasing Attitudes 67 Lifestyle 22 Online vs. In Store 70 Entertainment 24 Brands 73 Retail / Shopping 28 Entertainment Trendera76 Digital SOCIETAL SHIFTS 33 STANDOUT MARKETING 78
35 New Money
39 Personalized Pricing
43 New Luxury
49 Collective Economics
55 The Entertainment Buffet
Fox Home Entertainment2 TABLE OF CONTENTS
WHAT’S HOT 82
84 Gen Z 8-12
86 Gen Z 13+
88 Gen Y / Millennials
90 Who’s Hot
95 Digital Download: Essentials
96 Digital Download: Up & Coming KNOW THE SLANG Trendera98 QUARTERLY STATISTICS 101
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Show me the money, you ask? Seems that the question still remains: What are consumers willing to spend their hard-earned money on, and why? With so many factors playing into this decision—income, age, gender, geography, values, beliefs, and cultural shifts, to name a few—it’s easy to see why there is not always a simple answer.
We’re living in a time where there are more options, opportunities, and data points than ever before— and when even the Girl Scouts are accepting Venmo payments, you know that consumer spending is undergoing rapid change. That’s why we’re so excited to offer our two cents on where money and spending are headed.
In this report, you’ll discover how younger generations (Gen Y and Gen Z) are breaking the bank in a myriad of ways. Thanks to their digital prowess, they’re ushering in a cashless society, flocking to cryptocurrencies, redefining luxury as we know it, and actually putting their money where their mouth is when it comes to issues that matter to them. At the same time, they’re (unknowingly) volunteering so much personal information to data brokers that the concept of “price” is evolving from a fixed standard to a variable amount that is directly tailored to the individual. They’re even revolutionizing media in demanding an all-you-can-eat entertainment buffet, where instead of paying for content piecemeal, they can subscribe and gorge themselves on as much as they like, no silver spoon needed.
Our goal with this reportTrendera is to provide you with everything you need to understand the who, what, where, and why behind your consumers’ spending, as well as inspiration to cash in on the current cultural trends and how to reach them more effectively. As always, we hope you enjoy and welcome any questions you may have.
TRENDERA
Fox Home Entertainment4 INTRO
Trendera
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Trendera STAT highlights
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METHODOLOGY:
Trendera surveyed 1207 nationally-representative consumers in April 2018. The survey was distributed online and mobile optimized.
8-53 YEARS OLD, evenly distributed
114 GEN Z (8-12)* *includes children and parents of children 8-12 due to legal restrictions
286 GEN Z (13-23)
406 GEN Y (24-38)
401 GEN X (39-53) TrenderaMALE/FEMALE SPLIT for each generation STAT highlights
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CONSUMERS’ FINANCIAL snapshot
Money-conscious Gen Zs are well on their way to building a successful financial future. Not only are they saving and wary of debt, they are optimistic and empowered having learned from Millennials’ mistakes. Trendera GEN Z
Note: Gen Z stats reflect 13-23-year-olds. Fox Home Entertainment8 STAT HIGHLIGHTS
THEIR FINANCIAL OUTLOOK: CONSUMERS’ FINANCIAL snapshot aware | smart | confident
MONEY IN SAVINGS:
MEAN $9.1k | MEDIAN $710
CREDIT CARDS:
0123 4567 8910 1 JAKE SHOPPER
WHAT THEY’RE SAVING FOR:
CAR 37% COLLEGE 35% TrenderaVACATION 23%
FUN FACT:
Gen Zs are significantly more likely than older generations to say you should never have debt (31% Gen Z, 23% Gen Y, 19% Gen X)
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CONSUMERS’ FINANCIAL snapshot
Cash-strapped Gen Ys are recovering well, despite reaping the financial and emotional consequences from having graduated into an economic recession. With better jobs and more cash on hand, this generation is ready and willing to spend. Trendera GEN Y
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THEIR FINANCIAL OUTLOOK: CONSUMERS’ FINANCIAL snapshot aware | stressed | anxious
MONEY IN SAVINGS:
MEAN $17.6k | MEDIAN $4.2k
CREDIT CARDS:
0123 4567 89100123 4567 8910 2 JAKE SHOPPER JAKE SHOPPER
WHAT THEY’RE SAVING FOR:
VACATION 38% HOUSE / CAR 34% TrenderaINVESTING 24%
FUN FACT:
20% of Millennials buy their groceries online and 1 in 4 make student loan payments every month
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CONSUMERS’ FINANCIAL snapshot
While Gen Xers have the most money stored away they aren’t doing all that much better than their Millennial counterparts. Perhaps that’s why so many are feeling uneasy about their financial situations and feel like they should be doing more. Trendera GEN X
Fox Home Entertainment12 STAT HIGHLIGHTS
THEIR FINANCIAL OUTLOOK: CONSUMERS’ FINANCIAL snapshot stressed | anxious | aware
MONEY IN SAVINGS:
MEAN $23.7k | MEDIAN $4.7k
CREDIT CARDS:
0123 4567 89100123 4567 8910 2 JAKE SHOPPER JAKE SHOPPER
WHAT THEY’RE SAVING FOR:
RETIREMENT 37% VACATION 29% TrenderaCAR 24%
FUN FACT:
Nearly half (49%) of Gen Xers say they should be saving more than they currently are.
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CONSUMER SPENDING Unless otherwise noted, stats refer to consumers 13-53 years old.
MONTHLY SPENDING SUMMARY
MENU
GROCERIES RESTAURANTS CELL PHONE TV $270 $90 $80 $70
MOVIE TICKET MOVIE TICKET
CLOTHES ALCOHOL (21+) MOVIES VIDEO GAMES $65 Trendera$35 $20 $20
MAKEUP GYM MEMBERSHIP MUSIC $20 $14 $12
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CONSUMER SPENDING PAYMENTS THEY MAKE EVERY MONTH:
CELL PHONE 68% CREDIT CARD 58% CAR INSURANCE 50% MEDIA SUBSCRIPTION SERVICE 47% CAR PAYMENT 42% MORTGAGE 35% MUSIC SUBSCRIPTION SERVICE 22% STUDENT LOANS 16% MEDICAL BILLS 14%
WHAT THEY’D DO ANTICIPATED SPENDING WITH $100: IN 6 MONTHS:
SAVE IT FOR THE FUTURE 22% WILL SPEND MORE 28%
16% BUY CLOTHESTrendera 49% WILL SPEND THE SAME
SAVE IT FOR A BIG PURCHASE 13% WILL SPEND LESS 23%
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DEBT
1 IN 4 CONSUMERS ARE CONCERNED ABOUT THEIR DEBT
49% SAY THERE’S GOOD DEBT AND BAD DEBT
40% OF GEN YS AND XERS PLAN TO PAY OFF THEIR DEBT IN THE FUTURE
28% SAY DEBT IS A NECESSARY PART OF LIFE
CRYPTOCURRENCY
34% of Millennials and 22% of Gen Zs own cryptocurrency, compared to just 13% of Gen Xers
WHEN IT COMES TO CRYPTO...
68% DON’T UNDERSTAND IT 58% SAY IT’STrendera A GAMBLE 50% SAY IT’S THE FUTURE OF MONEY 47% THINK IT’S A SMART INVESTMENT 42% THINK IT’S SAFE 35% THINK IT’S FOR PEOPLE WHO WANT TO DO SOMETHING ILLEGAL
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PURCHASING ATTITUDES & behaviors 54% would rather inherit a lot of money than earn it 65% themselves would rather never have to work again than never have to 78% work out again would rather spend 70% money on a cool would rather eat a meal experience than a out with friends than luxury item see a movie with them 53% in theaters say it’s important to spend money on yourself
THEIR FAVORITE THINGS TO SPEND MONEY ON: Eating out atTrendera restaurants Shopping Traveling $ Clothes $ Cool experiences Fox Home Entertainment17 $ THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHERE THEY PURCHASE
53% 42% 22%
Department Mass market Amazon
CLOTHES store retailer
MOVIE TICKET MOVIE TICKET 26% 19% 19%
Mass market Beauty / specialty Drug store
MOVIES retailer store
27% 25% 12%
Mass market Specific Amazon
MUSIC retailer website
22% 17% 16% TrenderaAmazon Specific Mass market VIDEO GAMES website retailer
24% 21% 13%
Mass market Amazon Specific
MAKEUP retailer website Fox Home Entertainment18 STAT HIGHLIGHTS
WHAT THEY SAY IS BECOMING MORE IMPORTANT IN PURCHASING DECISIONS IN THE PAST YEAR:
DEALS / DISCOUNTS 83% USER REVIEWS 73% FRIEND RECOMMENDATIONS 70% EXPERT REVIEWS 62% BRAND’S CUSTOMER SERVICE 61% BRAND NAME 56% BRAND WEBSITE 53%
WHAT THEY SAY IS BECOMING LESS IMPORTANT IN PURCHASING DECISIONS IN THE PAST YEAR:
CELEBRITY ENDORSEMENTS 78% INTERNET CELEBRITY ENDORSEMENTS 77% SOCIAL MEDIA PRESENCE 59% TV ADS 58% USER-GENERATED CONTENT 56% BRAND MISSION STATEMENT / VALUES 54% TrenderaGREAT ADS 51%
Millennials are significantly more likely to compare prices while shopping in store and check for online coupons and promo codes before purchasing.
Price Comparison: Gen Z: 53%, Gen Y: 60% Gen X: 45% Checking for coupons & promos: Gen Z: 43%, Gen Y: 57%, Gen X: 54% Fox Home Entertainment19 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
EMOTIONAL SPENDING: PURCHASES THAT MAKE THEM FEEL...
40% 39% 37%
Eating out a Shopping Clothes HAPPY restaurant
35% 33% 30%
Snacks Streaming Gym memberships / CONTENT subscription workout classes
31% 30% 30%
Live events Cool experiences Traveling EXCITED
21% 19% 9% TrenderaInvestments Gym memberships / Traveling SUCCESSFUL workout classes
15% 12% 8%
Investments Gym membership / Shopping / Apps / ANXIOUS workout classes Online games Fox Home Entertainment20 STAT HIGHLIGHTS
WHAT THEY SAY IS WORTH THE MONEY:
TRAVEL 84% EATING OUT AT A RESTAURANT 82% EVENTS 66% NEW CAR 66% BOTTLED WATER 61% PROFESSIONAL GROOMING 53%
WHAT THEY SAY IS NOT WORTH THE MONEY:
DESIGNERTrendera CLOTHES 65% PREMIUM MAKEUP 64% ORGANIC FOOD 56% COFFEE FROM A COFFEE SHOP 52%
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ONLINE VS. IN STORE
28% 35% of consumers regularly see of consumers regularly see something in store and something online and then then purchase it online. purchase it in store. Undecided
CONSUMERS CAN’T DECIDE WHETHER THEY WOULD RATHER ONLY BUY THINGS ONLINE OR ONLY BUY THINGS IN STORE (48% VS 52%)
WHO IS GOING TO DOMINATE THE WORLD IN 25 YEARS:
O T H E R 59% 14% Trendera10% 7% 4% 3% 3% FACEBOOK: (Note: The survey was fielded amidst the Cambridge Analytica scandal)
79% would prefer the world be taken over by Google rather than Facebook
Only 9% want brands to use information about them to give them better product recommendations
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ONLINE VS. IN STORE
WHAT THEY PREFER TO PURCHASE ONLINE:
INSURANCE POLICIES 58% FINANCIAL / BANKING SERVICES 54%
WHAT THEY PREFER TO PURCHASE IN PERSON:
GROCERIES 86% TOILETRIES 82% FOOTWEAR 79% MAKEUP 74% PET SUPPLIES 73% CLOTHING 73% HOUSEHOLD PRODUCTS 72% SCHOOL / TrenderaOFFICE SUPPLIES 71% PHONE 65% COMPUTER 63% ELECTRONICS 59%
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BRANDS
BRANDS THEY LOVE:
MORE POPULAR THAN IT USED TO BE: Trendera
49% 45% 43% 37% 36%
Fox Home Entertainment24 STAT HIGHLIGHTS
BRANDS LESS POPULAR THAN IT USED TO BE:
66% 65% 64% 61% 60%
FAVORITE CLOTHING RETAILERS:
18% 17% 13% 21% 14% FAVORITETrendera FOOD/BEVERAGE BRANDS:
18% 15% 14% 13% 12%
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HOW THEY DESCRIBE THEIR PERSONAL BRANDS:
GEN Z 28% 27% 22%
Active Positive Smart / Cool
GEN Y 28% 27% 21%
Active Positive / Relaxed Smart
GEN X 31% 30% 23%
Positive Relaxed Active
WHAT MAKES THEM PREFER ONE BRAND OVER ANOTHER:
QUALITY 54% TrenderaPRICE 52% HAVE PURCHASED IT IN THE PAST 37% GREAT CUSTOMER SERVICE 31% LOYALTY PROGRAM/REWARDS 27%
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WHERE THEY GET NEW IDEAS AND INSPIRATION FOR WHAT TO BUY:
FRIENDS 47% FAMILY MEMBERS 40% BRANDS 26% FACEBOOK 20% INSTAGRAM 15% SNAPCHAT 3%
CAUSES THEY WANT BRANDS TO SUPPORT:
GEN Z 34% 33% 29%
Freedom of Education Homelessness speech
GEN Y 35% 28% 27%
Education Mental health Global warming / TrenderaFreedom of speech GEN X 34% 31% 26%
Education Homelessness Global warming
21% say brands shouldn’t support causes When it comes to controversial issues, 39% say brands should stick with their core beliefs even if it goes against popular opinion Fox Home Entertainment27 THE TRENDERA FILES: CONSUMER HABITS & SPENDING ENTERTAINMENT
FAVORITE ACTORS:
Top: Dwayne “The Rock” Johnson, Johnny Depp, Will Ferrell, Kevin Hart, Chris Pratt, Ryan Reynolds Bottom: Leo DiCaprio, Matthew McConaughey, Hugh Jackman, Brad Pitt
FAVORITE ACTRESSES: Trendera
Top: Jennifer Lawrence, Sandra Bullock, Jennifer Aniston, Reese Witherspoon, Emma Stone, Angelina Jolie Bottom: Meryl Streep, Tina Fey, Jennifer Garner, Kate Hudson Fox Home Entertainment28 STAT HIGHLIGHTS
FAVORITE REALITY SHOWS:
Top: Shark Tank, The Voice, Diners Drive-ins, and Dives, America’s Got Talent, American Idol, Fixer Upper Bottom: Chopped, Hell’s Kitchen, Property Brothers, Undercover Boss Top: Dwayne “The Rock” Johnson, Johnny Depp, Will Ferrell, Kevin Hart, Chris Pratt, Ryan Reynolds Bottom: Leo DiCaprio, Matthew McConaughey, Hugh Jackman, Brad Pitt
FAVORITE SCRIPTED SHOWS:
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Top: Big Bang Theory, Stranger Things, The Walking Dead, This Is Us, Family Guy, Law & Order: SVU Top: Jennifer Lawrence, Sandra Bullock, Jennifer Aniston, Reese Witherspoon, Emma Stone, Angelina Jolie Bottom: Game of Thrones, Young Sheldon, Orange is the New Black, Friends Bottom: Meryl Streep, Tina Fey, Jennifer Garner, Kate Hudson Fox Home Entertainment29 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
TOP PAID MEDIA SUBSCRIPTIONS:
NETFLIX 64% AMAZON PRIME 43% CABLE / SATELLITE 40% HULU 29% HBO NOW 12%
ENTERTAINMENT WORTH PAYING FOR:
STREAMING TV 58% would rather 58% watch a movie at home with friends MOVIES 36% than in the theater BOOKS 24% PREMIUM TV 23% MUSIC STREAMING 22%
WHY THEY WOULD PAY FOR ENTERTAINMENT OVER A FREE ALTERNATIVE:
I USE IT A LOT 31% TrenderaBETTER CONTENT 21% I’M A FAN OF THE SHOW, MOVIE, OR ARTIST 12% CAN’T GET IT ANYWHERE ELSE 11% UNLIMITED CONTENT FOR SAME PRICE 11% HIGHER QUALITY EXPERIENCE 10% EARLY ACCESS 2% Fox Home Entertainment30 STAT HIGHLIGHTS
13%
13% Trendera 13%
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SOCIETAL SHIFTS
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NEW MONEY
A few generations removed from increased media attention and “get The Great Depression, you won’t find rich quick” stories ofentrepreneurs Millennials or their younger Gen Z who invested early and were paramours stockpiling shoeboxes rewarded handsomely. full of cash or counting out exact change. In fact, once Gen Zs are old Cash is only the preferred payment enough to be trusted with a debit or method of 27% of Americans (Paypal, credit card, it’s possible they won’t 2017), thus it’s clear that we’re in even bother with cash. Between the midst of massive change. As direct deposit, automatic payments, consumers become more trusting, online shopping, and Apple Pay, and in some cases too trusting, younger generations are incredibly of digitally-based platforms and comfortable with money existing as payment options, cold hard cash may an exclusively digital concept. After soon be just as dead as the Presidents all, their photos, friends, and work all printed on it. live on their phones, so why shouldn’t their money?
As we move toward a Cashless Society, cold hard cash is becoming an antiquated symbol mostly associated with rappers in music videosTrendera and birthday cards from grandparents, while digital currencies and transactions, though still seen as security threat to older generations, are becoming increasingly commonplace. Meanwhile, the sudden boom in cryptocurrencies like Bitcoin have fostered full on Cryptomania, in large part due to
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CASHLESS SOCIETY
LET’S GET DIGITAL:
Rooted in convenience and ease of use, consumers around the world are increasingly trusting and utilizing digital payment systems. Globally, consumers are projected to make 726 billion transactions using digital payment technologies by the year 2020.* The allure is clear: not only are digital payments easier to track, with countless apps like Mint and Wally designed to help consumers monitor their spending, they make peer-to-peer transactions easier in the ever-growing sharing economy. Apps like Venmo, Cash App (owned by Square), PayPal, and even Facebook Messenger allow users to send money quickly via their phones. One of the first services to do this well, Venmo has become so ubiquitous that it’s now become a verb in its own right. In 2017 alone, the mobile payment app handled $34.2 billion in transactions and amassed 10 million users. Though there are concerns over security and privacy, Millennials are notorious for opting for convenience over safety and to digitally native Gen Zs, that’s just the risk of doing business.
*Source: Capgemini and bank BNP Paribas, 2017
BANK OF AMAZON:
Since its inception in 1994, Amazon has proven to be quite the renaissance company. After essentially taking over the book market, creating original content worthy of Hollywood’s most prestigious honors, revolutionizing Trenderadelivery with Amazon Prime, expanding into next-gen brick-and-mortar, and acquiring Millennial-favorite grocer Whole Foods, it seems as though all of this is still just the beginning. There have been recent rumors that the company is venturing into finance. Word on the street is that Amazon, which already offers two different rewards credit cards, is exploring the possibility of getting into banking with Amazon-branded checking accounts. Though neither the company nor CEO Jeff Bezos have commented publicly on these rumors, they don’t seem so farfetched as the company, which recently announced it is even entering the health insurance field, has same-day delivered itself into virtually every other aspect of consumers’ lives.
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CRYPTOMANIA
For more information on Crypto, check out our Cheat Sheet on page 59.
CRYPTO-MILLIONAIRES:
Many people were introduced to cryptocurrency in the context of sensationalized “get rich quick” tales from the lucky few who bought in early, where the mad rise of cryptocurrency meant unprecedented paydays. Grant Sabatier, who runs the blog “Millennial Money,” bought $5000 worth of Bitcoin in 2013 which grew to be worth $1.1 million at Bitcoin’s peak price. Meanwhile, during the height of the Bitcoin rush in December 2017, Ethereum- based trading game CryptoKitties, which allows players to essentially buy, trade, and breed digital “kitties” using Ethereum’s smart contracts transaction system, also went viral. One man, simply identifying himself as “Todd,” spoke with The Verge about how he amassed a small fortune playing the game investing 30 Ether (Ethereum coins) into his “Kitty Portfolio,” and watching them grow to be worth 99 Ether, representing a gain of about $42k. While many are seduced by cryptocurrency based on success stories like these, the market remains extremely volatile and its future uncertain. We believe the future of cryptocurrencies is not in its ability to make people money, but in the blockchain technology itself which has the potential for easier, faster, decentralized peer-to-peer transactions.
THE CRYPTOMANCER:
Like the Silicon Valley “Tech Bros” before them, the emerging cryptocurrency industry has already spawned a new stereotype: The Cryptomancer. Originally coined by The Guardian, a Cryptomancer is a man—most likely Millennial— Trenderawho, emboldened by his success in the cryptocurrency market, has become a somewhat infamous staple of popular dating apps like Tinder, Bumble, and Hinge. There, Cryptomancers have a reputation for quickly steering the conversation towards their cryptocurrency of choice, doling out unsolicited advice to their matches on how to invest. Cryptomancers’ bad rap online has many labeling their constant explanation of the intricacies of cryptocurrency as a new form of mansplaining and others turned off by their braggadocio. However, it’s only a matter of time before a new niche dating app pops up catering to this crowd and their potential matches who don’t mind having their ears talked off about the latest news on blockchain.
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PERSONALIZED PRICING
We’re used to seeing prices fluctuate Even more interesting (and for certain products—flights, gas, and potentially concerning) is the growing groceries, to name a few. However, world of Personalized Pricing. as the influx of consumer data allows Here, companies collect and leverage companies to become smarter and big data to better understand a more sophisticated in their pricing consumer’s habits, preferences, models, dynamic pricing may soon spending behaviors, and income level be the new norm for everything from to offer them prices tailored to what clothing to restaurant meals. they think the consumer can and will spend. With this approach, each In a dramatic shift away from one- person could theoretically be shown size-fits-all pricing, we’re anticipating a different price for every product, brands across various industries making it difficult to determine will adopt pricing structures that whether he or she is getting a good are demand-based and/or highly deal in general, or a good deal “for personalized. Uber is perhaps the them.” most familiar example, as users of the Trenderaride-sharing app know that their While the jury is still out on the fares depend on variables such as the fairness of dynamic pricing, it’s safe duration and distance of the route, to say that the days of the one-size- traffic, and the supply and demand fits-all tags are numbered as brands at the moment. However, Demand- strive to offer competitive prices based Pricing is coming to many that feel like a win-win for both other industries as well, including themselves and their consumers. wellness, food, and entertainment.
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DEMAND-BASED PRICING
DEMAND-BASED PRICING:
MindBody, a business management software for wellness companies, helps fitness studios sell high-demand spots at a premium price, while dropping prices for less popular classes to fill up spots. MindBody’s algorithm can account for everything from historical class data to the possibility of walk-ins to weather and traffic. Meanwhile, in supermarket retail, companies like Wasteless, Tesco, and Marks & Spencer have all experimented with real-time shelf tracking, offering customers lower prices if products are approaching Trenderatheir expiration date or during certain times of the day (e.g. selling sandwiches for cheaper during the morning to encourage shoppers to buy their lunch early). Demand-based pricing is even hitting entertainment, as movie theater chain Regal is set to trial the idea this year.
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PERSONALIZED PRICING
PERSONALIZED PRICING:
In 2014, the US Department of Transportation approved the ability of transportation companies to present customers with personalized offers based on their address, marital status, birthday, and travel history. Revenue management software company PROS works with airlines to offer fares based on users’ travel habits, offering frequent and loyal travelers lower fares, while charging business travelers (who are paying with company credit cards) higher ones. Coca-Cola and Albertsons have also experimented with sending personalized offers to in-store shoppers through their smartphones when they approach the soda aisle. As you may have guessed, though, the personalized pricing concept hasTrendera its fair share of critics, who point to the fact that shoppers aren’t aware of what information companies have about them and don’t know that the price they see isn’t a standard one. That’s not to say that there aren’t positive benefits to be gained from personalized pricing, however: last year in LA, pop-up juice bar Tropics garnered positive attention for charging higher prices at their location in a more affluent neighborhood compared to that in a lower income area. Turning their pricing structure into a conversation about regional social justice issues rather than harnessing individuals’ consumer data, Tropics demonstrated that there are certainly valid arguments to be made for “equalizing” pricing in this way.
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NEW LUXURY
While luxury spending may not modern upscale fashion. While be what Millennials and Gen Zs department stores struggle, online are typically known for, their names like Moda Operandi, Yoox, shopping habits and preferences Farfetch, and MatchesFashion are have undoubtedly transformed the bringing in more revenue than luxury retail market. Today’s younger ever through sales and valuations. generations are lusting for designer Lastly, we’re seeing a Resurgence of sneakers over designer handbags and Older Brands revitalize and adapt outlandish designs over “classics,” their luxury offerings for a younger while the more traditional luxury audience. retail world is turning to new tools to attract customers as well as shifting In short, the association between its attention to Asia and the Middle luxury and “tried and true” classics East. is no longer relevant, and the idea that Millennials and Zs aren’t willing Streetwear—and its influences to pay for luxury is a myth. The from hip hop and skate culture—has reality is that modern luxury simply madeTrendera formerly lowbrow, comfort- looks different and has different driven items like sneakers and sweats values, most important of which are the peak of luxury. According to authenticity and the fine line between fashion search platform Lyst, there accessibility and exclusivity. were more than 3 million shoppers searching for sneakers each month of 2017, resulting in sneakers being more searched than handbags last year. Meanwhile, Luxury E-Tailers have become major players in
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STREETWEAR
STREETWEAR:
Driven by underground cult brands, hyped product “drops,” and a thriving, scarcity-driven secondary market, streetwear proves that exclusivity is alive and well; in fact, one may argue that luxury is more exclusive than ever before, since streetwear is less about high price tags, and more about being discerning and in-the-know enough to be able to get your hands on the rarest releases. Unlike a Chanel bag or aTrendera De Beers diamond, Yeezys and Supreme collabs can only be acquired if you’re tapped into the subculture. Simply put, luxury is no longer about the money, it’s about something even more remote: insider access.
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LUXURY E-TAILERS
LUXURY E-TAILERS:
Online luxury sales increased by 24% last year according to consulting firm Bain & Co., while online luxury fashion retailer Yoox group reported a 19% revenue increase, as well as plans to double their size by 2020. These companies’ success can also be attributed to experimental offerings like Net-a-Porter’s “You Try, We Wait,” a same- day delivery service with at-home consultation, Farfetch’s “F90,”a deliveryTrendera service that gets Gucci styles to shoppers’ doorsteps in under 90 minutes, and Yoox’s “EIP” (“extremely important persons”) program, dedicated to a small customer group that makes up 40% of revenue.
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RESURGENCE OF OLDER BRANDS
RESURGENCE OF OLDER BRANDS:
There are plenty of older luxury brands that have been able to recapture the interest of Millennials and Zs. Perhaps the best example is Gucci, which has been enjoying a resurgence amongst the fashion set. This success has been mainly attributed to CEO Marco Bizzarri and creative director Alessandro Michele, who have brought a new inclusive, authentic, and joyful attitude to the brand. Led by Michele’s eccentricTrendera taste, Gucci has been running buzzed-about campaigns like one that pays tribute to Harlem tailor Dapper Dan, who was sued in the 90s for bootlegging Gucci prints, and #TFWGucci, a quirky Instagram meme through which Gucci makes fun of itself and the fashion world. Thanks to its makeover, half of Gucci’s revenue now comes from the coveted 18- to 35-year-old demographic, which has been enthusiastically buying up accessories like mules, belts, and handbags.
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COLLECTIVE ECONOMICS
Consumers today are not only Finally, we’re seeing the rise of a new acutely aware of the power they Anti-Tipping Movement stateside hold as spenders, but many are also in a quest to guarantee hardworking desperate to make a difference and employees in tipping-dominated feel that their actions are contributing industries a sustainable and to the greater good. Enter the new era predictable living wage. of consumption defined by Collective Economics, the act of fighting social With 57% of older Gen Zs saying it’s justice issues through financial up to their generation to change the warfare. world for the better (The Trendera Files, 2017), these social justice Millennials were not only the first warriors are fighting for what generation to purchase according they believe in and inspiring older to one’s values, they also played a generations to do the same. With large part in turning this idea into conscious consumption becoming a mainstream ideology. However, the new status quo, we’re excited to we’re excited to see action-oriented see consumers of all ages banding GenTrendera Zs taking this a step further, together and proving they are willing Boycotting and Buycotting brands to put their money where their mouth whose actions and values don’t or do is. align with their own and inspiring their older counterparts to do the same. We’re also seeing significant efforts from and in support of the Black Community, particularly in entertainment.
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BOYCOTTING AND BUYCOTTING
BOYCOTTING AND BUYCOTTING:
In addition to the groundbreaking Gen Z-organized March For Our Lives event, the recent school massacre in Parkland, Florida sparked the #BoycottNRA social media movement, where Twitter users crowdfunded and exposed a long list of previously beloved companies that had ties to gun lobby groups, including Amazon, Apple, and FedEx. To the delight of many, this digital protest and widespread outrage prompted some companies such as Dick’s Sporting Goods to quicklyTrendera change their policies on guns and support increased regulation. However, the opposition camp quickly responded with a buycott, with conservative commentator Michelle Malkin urging her Twitter “Gun-owners & 2A activists” to “shop, stream, and ship,” companies who kept their ties with the NRA intact. Proving that consumers today have the motivation and resources to research hot topic political issues when they arise, we will continue to see both party lines utilize their spending power as their weapon of choice.
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AFRICAN-AMERICAN COMMUNITY
BLACK COMMUNITY SUPPORT:
Collective economics doesn’t need to be all work and no play, evidenced by viewers who hit the theaters in droves for the release of Black Panther. Dubbed by Vox as a “groundbreaking celebration of black culture,” Black Panther wasn’t just the latest action film in theater, but rather a movement. There were fans who posted glowing praise online as well as those who saw the film multiple times to ensure both Black Panther’s box office success and the future creation of moreTrendera films with diverse casts. Celebrities got in on the action too: Octavia Spencer and Brie Larson were among those who bought out entire movie theaters in low-income communities to ensure, as Spencer explained, “that all brown children can see themselves as a superhero.” Clearly their efforts paid off: Black Panther became the highest-grossing superhero movie ever in North America and the biggest solo superhero flick worldwide, thereby earning itself a sequel and proving that consumers will support content they care about.
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ANTI-TIPPING MOVEMENT
ANTI-TIPPING MOVEMENT:
The broken tipping economy is finally reaching a tipping point. Even in 2018, 43 states in America still uphold an hourly rate of $2.13 for servers, meaning many are struggling to make ends meet. If that weren’t enough, a recent Eater survey found that hourly tips are extremely low and clearly subject to racial bias. White servers and bartenders receive a median hourly tip of $7.06, followed by Latinos who receive $6.08, then Black servers who receive $5.57, and lastly Asians who earn a meager $4.77. In another qualitative study conducted by Brewster, servers also admitted to profiling theirTrendera customers and serving them a certain way based on preconceived notions. For example, some servers admitted to speeding up or slowing down service based on a persons’ skin tone in order to get them in or out of the establishment. While many countries around the world already include gratuity in a person’s wage, younger consumers in America are starting to realize that the tradition of tipping is systematically racist, sexist, degrading, and impoverishing. With media outlets giving more attention to these issues, expect to see a large push for living wages without need for gratuity.
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THE ENTERTAINMENT BUFFET
With so many options competing subscription services such as Netflix for their attention, entertainment and MoviePass. In the music industry, lovers now have the luxury to ask the cost of music and the payment of themselves: exactly what am I paying artists is an even more contentious for here? From YouTube videos topic. Thanks to streaming services to blockbuster hits to streaming like Spotify, it’s harder and harder to songs to investing in vinyl records, monetize music according to the old consumers are constantly weighing album format. The result is that pop quality, quantity, and price. What artists, aiming for clicks, streaming people are willing to shell out for income, and more chances at topping entertainment is an age-old, ever- the charts, are releasing Mega shifting question, since the market Albums that contain more music is constantly evolving with new than anyone listener could ever want business models and technologies. or need. Right now, the most obvious shift may be the growing unwillingness Faced with a buffet of endless to pay for entertainment piecemeal, great options, paying piecemeal as theTrendera subscription model and its for entertainment has become descendants have fundamentally unattractive to consumers, who reshaped notions of entertainment now have the ability to pay less for value propositions. more than ever before. As a result, entertainment companies and content With the price of movie tickets hard creators must clearly demonstrate to justify—especially when you don’t their value to convince viewers to know if you’ll enjoy the movie or “splurge” on anything additional. not—moviegoers are finding value in Going forward, consumers may never “All You Can Eat” Content from again want a big bundle package like cable companies are hoping.
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“ALL YOU CAN EAT” CONTENT
“ALL YOU CAN EAT” CONTENT:
First it was Netflix, and now it’s subscription-based MoviePass that is poised to shake up the entertainment industry. Allowing consumers to essentially see as many movies in theaters as they want (one movie per day) for just $9.95 per month, MoviePass CEO Mitch Lowe predicts that the company will have over 5 million subscribers and be responsible for 20% of all movie tickets by 2019. Additionally, the existence of Netflix may be pushing movies out from the theaters: mid-budgetTrendera titles like Paramount’s The Cloverfield Project (2018) and Universal’s Extinction (2018) have recently been sold straight to Netflix instead of brought to the box office, where they would have faced stiff competition. While it’s unclear whether this will become a larger trend for movie studios, it does signal the increasing quality of in-theater experiences, as well as the fact that streaming services are officially a place where new movies can debut.
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MEGA ALBUMS
MEGA ALBUMS:
Just as is the case with TV and movies, music consumers are getting used to getting access to more and more content for the same amount of money. Since Spotify encourages grazing-like listening habits—in which listeners flit from song to song instead of listening to entire albums or doing much repeat listening—artists have been changing the nature of their offerings to meet higher consumer demand and maximize success on the charts. Artists like Migos, Drake,Trendera and Future have been releasing “mega albums,” with noticeably more songs and longer playing times. In fact, over the past five years, the top five streamed albums on Spotify increased by almost 10 minutes to an average of an hour.
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Trendera CRYPTO cheat sheet
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LET’S TALK MONEY COINS THAT ARE KING
CRYPTOCURRENCY (n.) - Digital currency that utilizes encryption techniques for peer-to-peer digital transactions
BLOCKCHAIN (n.) - The digital ledger where cryptocurrency transactions are recorded
BLOCK (n.) - A chunk of data (e.g. transaction history) stored on the blockchain
MINE (v.) - Lending a personal computer’s processing power to help secure a blockchain. In return, miners receive newly generated coins
ALTCOIN (n.) - Short for alternative coin, altcoins are up-and-coming crypto-currencies seen as high-risk investments
HODL (v.) - A term inspired by a bitcoin forum thread where a user accidentally spelled “hold”Trendera wrong. Now commonly used to mean “hold” your bitcoins
P2P (acronym.) - Peer-to-peer
ICO (acronym.) - Initial coin offering
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COINS THAT ARE KING
BITCOIN: The most famous cryptocurrency, Bitcoin provides an alternative to government-issued currency using Blockchain technology.
ETHEREUM: A follow-up to Bitcoin, Ethereum–or Ether–is a cryptocurrency most notable for seeking to revolutionize the crypto market through “smart contracts” which automate transactions based on certain conditions being met by both parties in the transaction.
RIPPLE: Both a cryptocurrency coin and a protocol, Ripple allows for efficient transfers of money between banks internationally and domestically and is used by traditional banking institutions such as Santander, Bank of America, and UBS.
34% of Millennials and 22% of Gen Zs own cryptocurrency, compared to just 13% of Gen Xers
WHEN IT COMES TO CRYPTO...
68% DON’T UNDERSTAND IT
SAY IT’STrendera A GAMBLE 58% 50% SAY IT’S THE FUTURE OF MONEY 47% THINK IT’S A SMART INVESTMENT 42% THINK IT’S SAFE 35% THINK IT’S FOR PEOPLE WHO WANT TO DO SOMETHING ILLEGAL Fox Home Entertainment61 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
CRYPTO TIMELINE
Silk Road launches — First Bitcoin Coinbase, a major block is mined platform for buying & selling crypto, launches
2008 2009 2010 2011 2012 2013 2014 2015 2017 2018
First Bitcoin white TrenderaBitcoin starts trading Ripple (then Open Coin) paper released on now defunct is founded — BitcoinMarket.com for Blockchain is created $0.003 — The first real world Bitcoin transaction: A man in Florida bought two pizzas for 10,000 Bitcoin (worth $89M today) Fox Home Entertainment62 CRYPTO CHEAT SHEET
CRYPTO TIMELINE
World’s First BTC ATM opens in Vancouver — The University of Nicosa Facebook, Twitter, in Greece announces and Google announce it will accept tuition First Ethereum block they are banning ads payments in Bitcoin is mined for cryptocurrencies
2008 2009 2010 2011 2012 2013 2014 2015 2017 2018
OverstockTrendera becomes Bitcoin hits 2k per coin first major e-commerce — platform to accept Russia looks to regulate Bitcoin cryptocurrencies — — MT GOX, in charge of Bitcoin hits 10k per coin 80% of crypto trading, is — hacked. All coins on the Bitcoin peaks at $19.5k platform are stolen per coin
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10 THINGS TO KNOW ABOUT CRYPTO
All cryptocurrencies use blockchain, which means they 1. have no central authority Blockchain is a technology that allows for a decentralized method of storing information and eliminates the need of a trusted third party like a credit card company or a bank, allowing users to complete transactions more directly and efficiently.
2. Bitcoin was the first cryptocurrency Bitcoin was created in 2008 by anonymous figure “Satoshi Nakamoto,” whose real identity is unknown to this day. He authored a seminal white paper on the currency and technology that continues to circulate.
3. Bitcoin is the most popular cryptocurrency Bitcoin is the largest cryptocurrency by market share, accounting for around 39% of the total market capitalization of cryptocurrencies. There are now thousands of other cryptocurrencies, with new coins emerging weekly.
4. Bitcoin initially attracted an edgier crowd One of the primary early uses of Bitcoin was black market trading on sites like Silk Road, the now defunct Darknet marketplace where the internet bought illicit drugs. Another factor motivating early use of the currency was as a protest againstTrendera the established banking system. However, it has since gone mainstream and no longer carries the strong “anti-establishment” brand it once did.
5. Governments are weary of cryptocurrency... for a reason Though not their main use anymore, cryptocurrencies are often the currency of choice for illegal online activity and there’s even suspicion that they are used frequently in money laundering operations. Despite this creating temptation to regulate, many legislators also recognize the many legitimate uses for blockchain currency and understand that strict regulation could prevent major economic growth. Fox Home Entertainment64 CRYPTO CHEAT SHEET
6. Social media helped cryptocurrency go viral Cryptocurrencies become a national conversation in 2017 due to Bitcoin’s exponential price increase. The growth fueled itself as many people grew curious about the buzzed-about currency, leading to increased conversation on social media platforms and even coverage on national news. Bitcoin’s Twitter popularity peaked on December 7, 2017 due to rapid price fluctuations, with 155,600 tweets mentioning the virtual currency in a single day. However, since then online searches have fallen 82%.
7. Cryptocurrency has a gender problem The majority of cryptocurrency holders skew Millennial (58% of Bitcoin holders are between 18-34) and male (71% of Bitcoin holders). As such, the space has struggled with accusations of sexism.
8. Initial Coin Offerings (ICOs) are the new IPOs ICOs from small groups trying to raise funds for a new company or idea are increasingly commonplace. Cheaper than IPOs, ICOs are where, rather than sell stock, start-ups sell coins for investors to purchase in the hopes that they will increase in value if and when the company succeeds.
9. Bitcoin doesn’t actually work (yet) The Bitcoin network is currently capable of processing less than 10 transactions per second, whereas a company like Visa can process thousands. While development teams are currently working on a solution, Bitcoin will remain more ofTrendera a concept with potential until one is found, tested, and implemented.
Bitcoin (and cryptocurrency in general) is still in flux with an uncertain future Governments are weary of cryptocurrency... for a reason 10. Depending on who you ask, the goal of Bitcoin is to serve as a more trustworthy currency than ones printed by federal banks. For others, it is the solution to high fees and chargebacks retailers face with credit card transactions. Yet another view is that Bitcoin is a safe store-of-value due to its deflationary nature comparable to investing in gold. Doubt around whether Bitcoin can actually become all or even one of these things contributes to the volatility in its in price. Fox Home Entertainment65 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
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LIFESTYLE
FREAKEBANA
Millennials’ love of nature, visual aesthetics, and content creation have magically come together in the form of Freakebana, the latest floral arrangement trend to hit Instagram. In general, flowers are having a moment thanks to a resurgence of Ikebana, the old Japanese art of floral arrangement that emphasizes minimalism, asymmetry, and seasonal foliage. The practice is currently being embraced and popularized by experimental florists like NYC’s Metaflora and Brittany Asch, whose designs can be seen in chic restaurants like Dimes (another example is the first issue of marijuana lifestyle magazineBroccoli , which features an Ikebana arrangement made from weed). A spin-off of Ikebana, Freakebana is a term coined by The Cut’s Stella Bugbee to denote an ugly-cool version spin on the art form that isn’t limited to flowers. Instead, Freakebana practitioners can carefully arrange a collection of whatever objects they choose, from produce to Jell-O to jewelry to pieces of fabric—basically, whatever they may have lying around. Freakebana has become the Millennial version of the still life, demonstrating their ability to see potential and beauty in even the most ordinary.
SAVING FACE
Now that people have sculpted, toned, and Soul-Cycled their bodies to near perfection, they are turning their attention to their faces. Facial exercises are specific movements designed to work the muscles of your face and neck in certain ways to lift, tone, and beautify without surgery or Botox. Influencers like Fumiko Takatsu and Danielle Collins are sharing their face yoga methods via YouTube videos and blogs, teaching facial exercises that (albeit are rather odd-looking) increase blood circulation, rejuvenate cells, and stimulate collagen and elastin production, giving participants glowing complexions and diminishing Trenderathe appearance of fine lines. The growing focus on the face is also represented by a rise of more accessible and minimally-invasive facial procedures. For example, rather than go under the knife, patients can now opt for temporary, non-surgical, easily reversible plastic surgery utilizing fillers made of hyaluronic acid, a natural substance found in the body. Dr. Alexander Rivkin invented the filler nose job, a procedure that takes less than 15 minutes and is nearly painless. Similarly, lip fillers are especially commonplace, popularized by many Gen Z celebrities, Kylie Jenner being perhaps the most notable. Whether they’re exercising or injecting, it’s clear people are still obsessed with perfecting their looks, but now, have less invasive options to look Snapchat-filter perfect IRL.
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WELLNESS APARTMENTS
From air-purifying plants to aromatherapy to crystals, more than ever people are striving to make their living spaces Goop-approved, Marie Kondo-organized, Hygge-inspired havens. Taking it a step further, the wellness-minded are now designing, decorating, and even deciding where to live based on enhancing their wellness practices and routines. While some are updating their existing space by painting for happiness and installing greenery walls, others—especially city dwellers—are seeking out apartments certified for their commitment to residential health and happiness. Making identifying these properties easier are organizations like The International WELL Being Institute which, since its founding in 2014, has accredited 93 properties worldwide and 22 in the U.S. with “WELL” badges based on stringent standards for air, water, nourishment, light, fitness, comfort, and mind. 21W20, a luxury apartment complex in the New York City Flatiron district, is the first multi-family property to receive a WELL badge thanks to the property’s air and water purification system, on-site garden, lighting designed to mirror the body’s natural rhythms, soundproof design, indoor and outdoor living areas, and mindfulness space. All these amenities come with a hefty price tag: a 2-bedroom, 2-bathroom condo at 21W20 is currently on the market for just under $3 million. As health and wellness are poised to be the next frontier of luxury, consumers are more willing to shell out the big bucks to live in homes optimized for wellness.
PAJAMA LOUNGES
Welcome to 2018, where “rec rooms” are so 2010 and man caves are positively primal. In the increasingly wellness-focused design arena, the newest must-have room taking the home décor community by storm is the Pajama Lounge. Characterized by ample comfortable seating and blankets galore, the Pajama Lounge is essentially an upstairs living room meant to be a more intimate family gathering space than the living room. Already commonplace in Europe and South America, the idea of a Pajama Lounge, also known inexplicably as “the feasting room,” has recently captivated Americans. Lifestyle bloggers are in part to credit for the sudden rise in popularity with many showcasing their Pajama Lounge before-and-after’s, taking a previously underutilized space and Trenderaturning it into an inviting living area. Architects and designers alike are reporting increasingly frequent requests from clients for cozy upstairs family rooms, which people are customizing to fit their unique lifestyles. For instance, home owners with kids are using these spaces as play rooms or homework headquarters, wellness warriors are turning theirs into spa-like tranquility dens, and others are using theirs as tech-free reading and relaxation nooks to curb their screen addiction. No matter their designated use, Pajama Lounges represent the desire for a space that is reserved for family, mindfulness, and relaxation in world with so many outside stressors and distractions.
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CITY STASHER
The small London-based team behind start-up CityStasher is looking to solve one of travel’s age-old problems: storing luggage while out touring a foreign locale. While most hotels will store guests’ luggage before they check in or after they check out, peer-to-peer rental services like Airbnb don’t always offer this amenity, leaving travelers holding the bag quite literally. CityStasher, currently available at hundreds of locations in seven countries all over Europe, is made up of a network of “StashPoints” in the form of shops and hotels with extra storage space. Travelers simply search for a StashPoint near them and make a reservation through the CityStasher website, paying per bag (no matter the size), and from there can drop off their luggage to weightlessly explore at their leisure. Raising over $1 million in funding, the start- up recently added StashPoints in Rome and plans to expand to four additional countries this year. CityStasher’s growth and success are further evidence of Millennial’s commitment to the sharing economy, which is estimated to be worth $335 billion by 2025.
*Source: “The Current and Future State of the Sharing Economy” by Niam Yaraghi and Shamika Ravi, December 29, 2016
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ENTERTAINMENT
TRANQUILITY TV
Drama, conflict, and over-the-top personalities: these are the ingredients for a hit reality show. But whether it’s because real life (i.e. the news) is feeling too much like reality TV, or because viewers simply want a change, American tastes are changing to favor drama-free, wholesome reality TV. Foreign shows like U.K.’s Great British Bake Off and Japan’s Terrace House, both picked up by Netflix, have gained cult followings in the states; the former is a low-budget cooking competition featuring loveable contestants and kind, quirky judges, while the latter follows a group of people living together who have regular (read: boring) jobs, have regular conversations, and do regular things like sit on the couch and cook dinner. Queer Eye on Netflix serves as yet another example. The makeover show reboot has received enthusiastic feedback for bringing positivity, empowerment, and authenticity to the complex topic of modern masculinity and has already been renewed for a second season. This newfound love of wholesome TV is perhaps the driving force behind the popularity of kid-centric reality such as Chopped Junior, MasterChef Junior, and NBC’s upcoming series Making It, a crafting competition series hosted by much-beloved duo Amy Poehler and Nick Offerman. Those still not convinced that the tides of reality TV are turning need look no further than Kylie Jenner’s recent pregnancy/birth announcement video, which instead of being excessive or stereotypically Kardashian-like, was simple, joyful, and touching, all the while protecting Kylie and her baby’s privacy: “My pregnancy was one I chose not to do in front of the world. I knew for myself I needed to prepare for this role of a lifetime in the most positive, stress free, and healthy way I knew how. There was no gotcha moment, no big paid reveal I had planned.” Wine-throwing housewives everywhere are shaking in their Jimmy Choos. TrenderaPORN ANALYSIS Gone are the days when Gen Xers were taught abstinence in school and Millennials learned sex-ed from Mean Girls’ iconic Coach Carr: “Don’t have sex, because you will get pregnant and die.” If the last year has taught us anything (i.e. Harvey Weinstein vs. Hollywood), it’s that discussions about boundaries and consent are crucial, and it’s paramount to educate younger generations so as not to repeat the same mistakes. Enter The Truth About Pornography: A Pornography-Literacy Curriculum for High School Students Designed to Reduce Sexual and Dating Violence, a class in Boston for 15- to 18-year-olds held off campus
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and outside of school hours. Despite the title, students don’t watch porn ENTERTAINMENT during class, but rather have honest discussions about topics ranging from revenge porn, sexting, and body image. Meant to educate Gen Zs on safety, consent, and respect, the class instills an arsenal of valuable tools that allow Gen Zs to utilize a critical eye as they navigate the online world of porn and as they start (or continue) to have sex IRL.
GAMING PROTESTS
Merging digital and real-life woes, people all over the internet are creating 90s-style arcade games protesting the current administration. First, internet influencer and artist Jayson Musson created the viral game “Dunk on Trump,” where users press their space bar to continuously slam a basketball into a hoop over President Trump. Simple yet cathartic, Musson isn’t a developer but wanted to offer others an opportunity to digitally relieve their frustrations. Moreover, gaming site GOP Arcade provides exasperated U.S. citizens with an online series of games designed to make the election and presidency a little bit more lighthearted. Regularly updating their site with games based on current events, gamers can play “The Voter Suppression Trail”or “Thoughts & Prayers: The Game,” which ironically stops mass shootings with—you guessed it— thoughts and prayers, and nothing more. While the prevalence of these games showcases a serious and growing frustration with the current administration’s policies, it also highlights the quintessential nature of Gen Zs, who take to the internet to protest and ease their anxieties.
ASTROPOETS
As mysticism maintains its stronghold in mainstream pop culture, astrology is evolving to better cater to Gen Zs and Millennials online. Twitter account “Astro Poets” was created by two longtime friends Alex Dimitrov and Dorothea Lasky (a Sagittarius and Aries, in case one was curious) that tweets small and digestible poems about star signs. The internet-savvy duo takes inspiration from of-the-moment pop culture and intertwines it with the ancient practices and philosophies of the Trenderazodiac. Similar to other viral internet content (i.e. memes), their tweets strike the ideal balance of being relatable for many yet personalized enough to strike a chord. The account quickly amassed over 318k followers, earning praise from celebrities including Lorde and Lena Dunham, and has a book deal underway scheduled for release in 2019. Born on Twitter, but probably written in the stars all along, the Astro Poets have created an enticing astrological guide perfect for the internet culture we live in.
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BTS
Still sad about One Direction breaking up? Fear not! BTS is a seven- member boy-band hailing from South Korea and set on taking over the world. The multi-color-haired band (we’re talking bright blue and red) consists of rappers RM, J-Hope, Suga, and singers Jimin, Jin, V, and Jungkook, who together create catchy Korean pop tunes. For their most recent single “DNA,” fans in Korea watched the video on YouTube on repeat making them the fastest K-Pop group ever to hit 100 million views on YouTube (the video currently stands at over 360 million views). Steadily increasing internationally as well, they ranked number 14 on the U.K. album chart, top 10 on the U.S. Billboard album chart, and dominated the worldwide iTunes list in late 2017. Expect to hear more of BTS in the coming year as these young, handsome, and charismatic boys rapidly create memorable earworms.
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RETAIL / SHOPPING
THE INSTAGRAM EFFECT
With online shopping serving as the world’s most well-stocked mall, consumers are less inclined to spend the day sifting through racks and waiting in lines unless there’s something in it for them—namely, a unique experience and post-worthy photo op. Reformation’s smart stores allow customers to browse the inventory on an in-store touch screen and add pieces to their dressing room (not unlike an online shopping cart). When customers have picked everything out, they can head over to the fitting rooms where their items await them as if by magic. Other retailers’ spaces are awash in an Instagram-inspired aesthetic ripe for posting, like the Millennial pink art gallery-style Glossier Showroom in New York. Meanwhile, some are capitalizing on the Instagram-museum phenomenon, creating their own branded immersive experiences complete with photo ops like the recent Chanel pop-up, We Love Coco. Created in honor of the launch of the brand’s UGC-only Instagram account, @welovecoco, the pop-up featured photo- ready set-ups at every turn attracting celebs, influencers, and customers alike who couldn’t resist a boomerang on the Chanel bag-inspired pink swing or selfies with quotes from Coco Chanel rendered in neon. Hypebeasts are getting in on the action too with streetwear brand KITH opening a flagship store in LA, including installations as well as a cereal bar. To succeed in retail today, it’s just as much about the experience (and The Instagram Effect) as it is about the product.
MASS HANDMADE
IKEA, the leader of mass produced home goods, is now offering deliberately flawed products to provide a homemade feel. The Swedish brand’s latest collaboration with Dutch designer Piet Hein Eek, Industriell, features limited edition furniture and homewares designed to look slightly different from one another. To make products feel more personal while still utilizing an industrial production process, the designer chose to work with pinewood, a material with unique grains, and highlighted each piece’s unique characteristics by staining Trenderachairs and tables white, blue, mint, and yellow. The collection also used different molds for ceramics and two different machines to produce glassware so that each piece would come out slightly different from the next. Though we’re not sure this process would qualify Industriell as truly “homemade,” the collection definitely lives in an interesting middle ground that could attract consumers looking for both accessibility and personalization in their shopping haul.
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LIFESTYLE BRANDING COMES TO POLITICS
Once known simply as slacktivists, mobilized Millennials are emphasizing the importance of voting, running for office, and starting political organizations. As a result, they’re bringing some of their strongest values—branding and design—to the world of politics. Activist organizations like Rally+Rise, Run for Something, and Planned Parenthood are designing Millennial-friendly websites and social media campaigns, using eye-catching colors, straightforward navigation, and clever graphic design. Members of this generation who are running for political office are also taking inspiration from minimalist startups and lifestyle brands to attract fellow Millennials, who are notorious for preferring to support causes that offer cool factor. Suraj Patel, the 34-year-old Democrat running for congress in NYC, is peddling modern web design and merch that looks like it came straight from Outdoor Voices or Casper. Patel’s campaign’s chief creative officer was a former brand strategist for adidas and LVMH, and it’s easy to see the branding expertise in the campaign’s tees and sweatshirts, which feature phrases like “Awake. Aware. Active.” and “Care Hard.” Lindsay Brown, a Republican, is running a campaign with similarly Millennial-friendly web design utilizing the colors blue and pink instead of the more traditionally patriotic blue and red. There’s no denying that branding is the universal Millennial language, and those that crack the code of how to brand politics for them may have the best chance at getting their energy and votes.
BLENDED REALITY FASHION
For anyone who has ever stopped themselves from buying clothes online due to reservations about fit, Amazon has a solution. Amazon’s Body Labs has created a patented blended-reality mirror that lets customers try on clothes virtually using a mix of displays, cameras, and projectors. Increasingly trying to make a name for themselves in the fashion industry, Amazon is also developing an algorithm that designs clothing based on fashion trends. This mirror, however, could be their breakthrough into fashion as it allows shoppers a more personal and convenient way to purchase. While a blended-reality mirror might Trenderaseem straight out of Black Mirror or Cher’s closet in Clueless (1995), we’re pretty sure this is just the beginning of the collaboration between fashion and technology, and we’re not surprised that Amazon is at the forefront.
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AUTOMATED CONVENIENCE
In an attempt to keep up with the fast-changing technology landscape, stores are joining the shopping experience with digital by adding Scan & Go technology. Essentially, shoppers will be able to walk into a store, scan the item they want to purchase, pay for it using a credit card connected to the scanning app, and leave at their convenience. The UK’s Co-op Food shop is testing this with their own Scan & Go app, a joint venture with Mastercard, at a trial store in Manchester. Similarly, Amazon recently opened an automated grocery store in Seattle, called Amazon Go, with a parallel structure. Instead of waiting in line a checkout, customers’ Amazon accounts are charged when they take an item off the shelf and leave the store with it. Great for convenience, these technologies have been criticized for taking jobs away from store employees and ignoring the importance of human connection, even if just a small, 30-second conversation in the checkout line. While some shoppers may still feel uncomfortable just walking out with their products, scan & go technologies are here to stay in brick-and-mortar.
BULLETPROOF CLOTHING
Bulletproof clothing is one of the rare trends that we wish weren’t necessary but is nonetheless noteworthy and indicative of what’s top- of-mind in today’s cultural climate. Bulletproof apparel is a rapidly growing industry, and though items are expensive, it’s clear that people are finding it worth the cost. According to a 2016 study by Grandview Research, the market for bulletproof wares is expected to be valued at $5.7 billion by 2024. Entrepreneurs are at the forefront of this movement, creating fashionable, wearable, and protective garments. Colombian designer Miguel Caballero, also known as “Armored Armani,” makes bulletproof blazers, tank tops, backpacks, and Bible covers at all levels of protection, as standardized by the U.S. National Institute of Justice. Another brand is the Self Defense Company, whose owner, Damian Ross, collaborated with the Israeli military on its wares, one of which is a Bodyguard Tactical Jacket. Though current buyers of bulletproof products are primarily world leaders, government Trenderaemployees, and other people in high-powered positions, the idea is starting to appeal to the general public. In light of recent instances of school violence, consumers have been flocking to BulletBlocker, a brand peddling bulletproof backpacks for children that saw a spike in sales after the deadly Florida high school shooting in February. Unfortunately, it’s clear that people don’t feel safe anymore, and as a result, we expect to see even more dialogue and options catering towards personal safety, self-defense, and disaster preparation of all kinds.
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DIGITAL
CELL-DRIVEN PCS
It’s hard not to notice the fact that all of our devices, whether smartphone, laptop, or tablet, are increasingly similar in function. As our phones get bigger and our computers get smaller, companies are innovating by continuing to break down the walls between device categories. Case in point is Qualcomm, the company that makes the chips and radios inside most smartphones, which has been working with Microsoft to put out its new “Always Connected” PC platform. These PCs function more as high-end phones and are designed for portability and longevity. Featuring an ultra-long battery life (over 20 hours per charge), the ability to turn on almost instantly, and the main attraction, cellular connectivity, these computers will allow PC users the freedom to no longer worry about power, connectivity, or bulkiness. Two Always Connected PCs have already been announced—The Asus NovaGo and the HP Envy X2—and if they catch on, it may one day become the norm to buy cellular data service for laptops as well as smartphones.
LUCI
In the fierce competition for cutest robot next door, new sexbot Luci is giving the notorious robot Sophia a run for her money! Developed by LA-based artist Maggie West in partnership with designer intimate toy brand, LELO, Luci is an art installation starring the alien sexbot who hails from the planet Xeron and was brought to earth to be featured at the Museum of Sex through February of 2018. In addition to her limited-edition run at the museum, Luci had an ongoing presence on both Twitter and Instagram as part of her mission to help Millennials rediscover the pleasure of sexual expression. Meeting Millennials where they are (on their phones), Luci tweets things like “you overheat my system processor” and “I [want to] show you my source code,” in hopes to inspire Millennials to meet IRL and not be afraid to “catch feels.” Citing a low-sex drive epidemic among Millennials due to a focus on social media, career, and pornography, Luci’s mission to help with the Trenderarepopulation of earth, is just getting started. DIGITAL CITIZENSHIP
In addition to math, science, language, and history, educational institutions are tasked with teaching students to be citizens of the world, but now Gen Zs are learning to be good Samaritans in their digital lives as well. Digital citizenship, the idea of utilizing the internet for good has been a movement since the early 2000s but is only now just picking up steam in education. Nonprofit Common Sense Media created a digital- citizenship curriculum, for which over 560,000 U.S. educators have Fox Home Entertainment76 NOW TRENDING
already registered. In one lesson, teachers including Rachel Murat of New York ask their students to Google themselves to fully realize what DIGITAL they’ve revealed about themselves without thinking. Part of the course also emphasizes that online-responsibility is the act of putting down one’s phone and limiting screen time. As imperative as a physical or sexual education course, especially with the pervasiveness of tech, these digital citizenship classes teach children values, ethics, and decision- making skills for their (ever-increasing) time spent online.
TRUTH ABOUT TECH
Justin Rosenstein is the Silicon Valley technologist behind Facebook’s “Like” button. Years later, he and a group of other employees from an assortment of powerful tech companies such as Google and Apple, are banding together to fight against the very companies they helped build. Creating a coalition called The Center for Humane Technology, the group plans to have a large presence in anti-tech addiction lobbying and wants to create advertisements for parents and kids alike to educate them on the negative effects of technology. Their first plan of political action is the formation of a bill that would call for research on technology’s impact on a child’s wellbeing. For ads, their plan entails launching a huge national campaign titled “The Truth About Tech,” to be shown in over 55,000 public schools. Funded by nonprofit group Common Sense Media and with airtime partners Comcast and DirecTV, these techies are just getting started making amends and leading the way to an informed society armed with the truth about tech.
DESIGN FOR MENTAL HEALTH
What if, instead of using data to sell ads, there was a social platform that tracked everything from emotional responses to usage patterns and then utilized that data for good? With questions in mind such as “Should platforms take more responsibility for their user’s mental health?” creative agency Studio Output conducted an experimental research study on the effect social media has on the psyches of people today. Viewing the problem through a creative lens and utilizing their arsenal of design thinking skills, the team set out to create potential design solutions. Through their brainstorm, they were able to create many idyllic solutions, such as a mindful algorithm that considers mental Trenderahealth before serving content to users and a system for intelligent coaching that responds to signals of depression by serving content that promotes healthy habits. To decrease time online the team developed a system for smart notifications that simplifies and declutters push notifications from social platforms. As many Gen Zs and Millennials face increased anxiety due to their activity and time on tech, these design elements could be the incentive they need to turn push notifications off.
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PIE TOPS II
WHAT IT WAS: Giving basketball fans “pizza mind” (peace of mind) during March Madness, Pizza Hut released their tech integrated sneakers Pie Tops II. The second iteration of the original Pie Tops that allowed wearers to order pizza by simply pressing a button on their shoes, these updated kicks feature an additional button that pauses the TV so fans don’t have to miss a moment while they enjoy their pie. Available in wheat (beige) and tomato-paste red, the shoes feature punny design elements like “cheese grater mesh” and “extra cheese pull laces.” 250 pairs of these Bluetooth- enabled sneakers were made available through online men’s retailer Hypebeast, which was sure to let sneakerheads know they will “knead” these.
WHY WE LIKE IT: Capitalizing on the hype and ceremony around March Madness– when basketball fans love to order pizza–these shoes made it easy for sneakerheads to order pies while not missing a moment of the game. Additionally, the natural partnership with established and respected streetwear focused site Hypebeast legitimized the limited-edition sneakers, making them more than just a gimmick.
VIRTUAL CURRENCY GIRLS
WHAT IT WAS: The notoriously marketing-savvy J-pop machine is capitalizing on the popularity of cryptocurrencies with a new female pop group. Kasotsuka Shojo, which translates to “Virtual Currency Girls,” is the brainchild of Japanese entertainment company Cinderella Academy. Each member of the group represents a different coin such as Ethereum, Bitcoin, Ripple, etc. and wears a mask denoting which currency they represent. The group’s catchy songs serve to educate listeners on crypto currency. In their first single,“The Moon and Virtual Currencies and Me,” they sing about security and warn of fraudulent crypto businesses. A group designed to turn J-pop lovers into cryptocurrency aficionados, Trenderatickets to their debut concert were only available to purchase with cryptocurrencies.
WHY WE LIKE IT: Japan is a country that has bet big on crypto and many citizens believe it is the future of spending. Yet the market is still fairly new and can be daunting to break into, making Kasotsuka Shojo’s fun, easy, and entertaining education on crypto revolutionary.
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SNAPCHAT X AIR JORDANS
WHAT IT WAS: Though Snapchat has faced its fair share of woes this year, it had one notable success in its partnership with Nike’s Air Jordans. During NBA All- Star weekend at an after party, Snapchat revealed an exclusive QR code users could scan to purchase the Air Jordan III “Tinker” sneakers ahead of their March 24th release date. With the entire transaction taking place exclusively on the app, the shoe sold out within 23 minutes and, thanks to their partnership with Darkstore, were available to be delivered within two hours. For All-Star attendees not at the party, Snapchat also featured a life-sized location-based AR lens of Michael Jordan wearing the Air Jordan III Tinker sneakers at the Staples Center that users could walk around to get a full 360° look at both Jordan and the sneakers.
WHY WE LIKE IT: While the future of Snapchat remains unclear, one thing is certain, this activation changed the game when it comes to product launches. The app offered an all-in-one experience that allowed customers to see and interact with the shoe in AR, gave exclusive access, and made purchasing and delivery seamless.
OREO’S COOKIE CLUB
WHAT IT WAS: Joining brands like Fab Fit Fun, Blue Apron, and Book of the Month, Nabisco’s Oreo is hopping on the subscription box bandwagon. Making it easier than ever for customers to treat themselves, the brand is offering a monthly “Oreo Cookie Club” subscription through Amazon. Each box includes two packages of milk’s favorite cookie in new, seasonal, and classic flavors. While Oreo is most famous for the classic cream-filled cookie, they have since released over 50 flavors, from seasonal favorites like Halloween and Candy Cane to collaborations with Reese’s Peanut Butter Cups and Dunkin Donuts Matcha. In addition to the chance to try unique flavors, subscribers to the Oreo Cookie Club will also receive Oreo Trenderaswag like socks, games, and mugs, as well as an Oreo recipe card every month.
WHY WE LIKE IT: The Oreo Cookie Club is a unique opportunity for Oreo to transform its customers from casual consumers to full blown fans by surprising and delighting them monthly creating positive associations and, most importantly, keeping Oreo cravings top-of-mind and tip-of-tongue.
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INTUIT
WHAT IT WAS: You’ve heard of TurboTax, QuickBooks, and the Mint app, yet even as these brands became household names, the 35-year-old Silicon Valley corporation behind them has remained virtually unknown—until now. Making a bold entrance at the 2018 Super Bowl, tech company Intuit launched its first ever brand campaign called “A Giant Story” and showcased its impressive portfolio. Appealing to self-employed individuals who need to juggle their finances while working towards their dreams, the four-minute Pixar-esque spot showcased how consumers can simplify their hectic lives by integrating their Intuit services.
WHY WE LIKE IT: A great example of portraying a clear brand identity, the informative ad showcased all of Intuit’s offerings in an easy-to-digest entertaining way was definitely a touchdown for Intuit’s brand recognition going forward.
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WHAT’S HOT
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WHAT’S HOT gen Z 8-12
7. 1.
2. 4.
3. Trendera6. 5.
1. SpongeBob VANS 2. Comfort Colors 3. LED scooters 4. VR roller coasters (Now on Roller Coaster Tycoon) 5. Wreck-It Ralph 2 6. Glitter Egg-Splosions 7. Maddie Rae’s Slime Glue
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9. WHAT’S HOT 8. gen Z 8-12
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11. 12.
15.
13. 14. Trendera
8. Pomsies 9. Think and Learn Teach ‘n Tag Movi Robot 10. MorfBoard 11. Mattel’s DOS 12. Suzy Snooze 13. Splatoon 2 14. Paw Patrol Roll 15. Crystal growing kits
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WHAT’S HOT gen Z 13+
1. 2.
3. 4.
7. Trendera5. 6.
1. Circle game 2. Anime 3. adidas x Daniëlle Cathari 4. Denim belts 5. Everything Sucks! 6. Big Mouth 7. Space lips
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10.
WHAT’S HOT 8. gen Z 13+ 9.
11.
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Trendera14. 16. 13. 15.
8. Poppy 9. Kanye East 10. Instagram questionnaires 11. Huji app 12. Fortnite 13. Cropped flares 14. Supreme Patty 15. notOK app 16. Soap & Glory Cosmetics
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WHAT’S HOT gen Y / millennials
1. 2.
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7. 9.
Trendera 6. 5. 8.
1. Shock therapy exercise 2. Claw clips 3. YouTube’s What The Fit 4. U Up? podcast 5. Selenite lamps 6. @commentsbycelebs 7. Black pearl skincare 8. Portugal 9. Swoosh eyes
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WHAT’S HOT 10. 11. gen Y / millennials
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14. 16. 13. Trendera 15.
10. Retinol 11. Danse Lente bags 12. Keto 13. Field vapes 14. LightRoom app 15. Netflix’s Queer Eye 16. Crystal bras
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WHO’S HOT
BAD GYAL
Bad Gyal is a rising Catalonian singer who is carving out a niche for herself making trap-reggaeton-dancehall tunes. The artist released her first mixtape, Slow Wine, in 2016 and her second, Worldwide Angel, in 2018. Not only does she create unique, Spanish dancehall music, she also enjoys crafting visuals and videos for her music that reveal a late 90s/ early 00s aesthetic. We expect her bold sounds and graphics to continue attracting audiences looking for a free-spirited musical experience.
MARTHA HIGAREDA
34-year-old Mexican actress Martha Higareda has been acting from a young age and moved to Los Angeles to pursue American film and television in 2008. She has since starred in a number of projects, including Fox Searchlight’s Street Kings (2008) and Hello Herman (2013). This year she landed a leading role in Netflix’s popular dystopian science fiction series, Altered Carbon, where she plays Kristin Ortega. You can Trenderaalso catch her in this year’s upcoming horror comedy Deadtectives.
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STORM REID
After landing a role in 12 Years a Slave (2013), Storm Reid began establishing herself as a young actress, starring in a range of projects, from Universal’s Sleight (2016) alongside Jacob Latimore to Jay Z’s WHO’S HOT “Family Feud” music video. This year, she starred in A Wrinkle in Time alongside a star-studded cast Reese Witherspoon, Oprah, and Mindy Kaling. Reid won’t stop there; she is set to star in comedy Killing Winston Jones (2018) alongside Richard Dreyfuss.
NOAH JUPE
Despite being only 13-years-old, London-born Noah Jupe has already made a name for himself with leading roles in Paramount’s Suburbicon (2017) and Lionsgate’s Wonder (2017). He is expected to star in Columbia Pictures’ Holmes and Watson, a humorous take on Arthur Conan Doyle’s classic mysteries featuring Sherlock Holmes and Doctor Watson. Jupe will act alongside Will Ferrell and John C. Reilly in the film, which has an expected release date of December 21st, 2018.
PETE DAVIDSON
Pete Davidson might just be the next generation’s Andy Samberg. After making his way from MTV’s Guy Code to Fox’s Brooklyn Nine-Nine, he Trenderafound his way on to NBC’s Saturday Night Live where he has thrived. Not only will he continue his comedic roles on SNL, but he is also set to star in the Coen Brothers’ upcoming filmGoing Places (2018), a spin- off to the cult classic The Big Lebowski (1998). If that weren’t enough, Davidson is an advocate for mental health and is currently dating It-girl Cazzie David.
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OWEN TEAGUE
19-year-old Owen Teague had his first stand out role in the Netflix original series Bloodline, where he played Nolan Rayburn. He continued to shine with a lead role in Netflix’sBlack Mirror, acting in the season three episode “Arkangel” as well as a role in Warner Brothers’ popular horror film It (2017). Teague will continue to work in the horror genre with a lead role in upcoming filmMary alongside Gary Oldman and Emily Mortimer.
TYE SHERIDAN
Though Sheradin has had small roles in films likeScouts Guide to the Zombie Apocalypse (2015) and Mud (2012), he’s landed a lead role in Ready Player One that could very well be his big break. Additionally, he is set to star in 2018 film The Mountain alongside Jeff Goldblum and will be playing the Cyclops in X-Men: Dark Phoenix out for release in 2019.
CHELLA MAN
Despite being just 19-years-old, trans artist Chella Man is creating his own path. He started documenting his experiences at a young age and Trenderanow posts his works for his tens of thousands of followers, who love seeing how his experiences as a deaf, Chinese, Jewish, trans person are shaping his art. He considers everything his medium, working with paint, film, and simulations. Additionally, he actively promotes #KindComments, asking Instagrammers to spread kindness and not negativity, while also writing columns for Conde Nast’s LGBTQ publication them. We expect to see much more from Chella Man who seemingly can’t stop creating.
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ROCHELLE BROCK
Photographer Rochelle Brock, who shoots as “Fatleopard Photography”, has photographed everything from Fenty Beauty looks to Refinery29’s “Skin” campaign. She says that her success has allowed her to be more personal, leading her to become a body positive photographer, photographing all types of bodies. Brock is being hailed as the next “it” photographer and we wouldn’t be surprised to see her name behind some of the next big photography moments.
ALEX WOLFF
After riding the childhood fame wave for his starring role on Nickelodeon’s The Naked Brother Band, Alex Wolff continued to stay relevant with roles in films like Universal Pictures’ My Big Fat Greek Wedding 2 (2016), Columbia Pictures’ Jumaniji: Welcome to the Jungle (2017), and FilmRise’s My Friend Dahmer (2017). In 2018, he starred in A24’s Hereditary alongside Toni Collette and alongside Lucy Hale in Netflix film Dude.
CHENG-HUAI CHUANG
Growing up with parents who owned a department store in Taiwan, it’s no surprise that Cheng-Huai Chuang went into the fashion industry. Trendera2017 was Chuang’s year, with stars like Lady Gaga and Zara Larsson wearing his flamboyant looks. Cardi B has particularly taken to the designer, asking him to create looks for a number of her appearances and only shining a brighter light on his designs. With glamorous and powerful designs influenced by his experiences as a queer immigrant in the United States, we expect Chuang and his expressive style to soar even higher in 2018.
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DIGITAL DOWNLOAD essentials
1. 2. 3. 4. 5.
ONLINE P2P BANK-BACKED FINANCIAL MICRO- PAYMENTS PAYMENTS P2P PAYMENTS ADVICE INVESTING
6. 7. 8. 9. 10.
GAMIFIED VALUE-BASED PASSIVE FINANCIAL BUDGETING BANKING MICRO- INVESTMENT ADVICE INVESTINGTrenderaSERVICES
1. PayPal 2. Venmo 3. Zelle 4. LearnVest 5. Acorns 6. Qapital 7. Stash 8. Wealthfront 9. Investopedia 10. Mint
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DIGITAL DOWNLOAD up & coming
CLARITY MONEY
Helping users gain clarity into their money spending habits seems simple, but not all apps get it right. Clarity Money successfully breaks down users’ spending into categories, letting them know how much they spend at a certain store or on a certain website in a given month. Additionally, they list recurring bills and subscriptions and help users cancel them. The most helpful tool, however, might be the goal-setting feature, which allows users to, for example, set aside $5 every week for a trip. These clear insights into monthly costs are exactly what make the app so attractive to Millennials who are looking to smarten their spending habits.
EARNY
Besides helping us build credit or financing large purchases, most consumers aren’t aware of the many benefits that come with owning a credit card. Earny is an app that aims to help consumers take advantage of one of the little-known features of credit cards, price protection, which Trenderaallows cardholders to be refunded for a certain amount if they find the same item elsewhere for cheaper. Earny connects to users’ email, scans e-receipts, and does the searching for them, looking for purchased items at discounted or cheaper rates and automatically claiming the difference from the credit card company on users’ behalf.
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COINBASE
Anyone looking to trade in digital currencies needs to know the name DIGITAL DOWNLOAD Coinbase. Coinbase is the most popular platform to buy and sell digital currencies, while also an incredibly helpful place to receive and send information about those transactions in order to verify them. Coinbase up & coming also serves as a wallet where cryptocurrencies can be stored for their more than 10 million customers. Essentially, for anyone interested in joining the cryptocurrency trading game, Coinbase is an easy yet essential way to jump in and get started.
BAD WITH MONEY
Gaby Dunn, internet personality and host of the “Bad With Money” podcast, is anything but a financial expert; she views money as something that makes people hopeless and terrified and wants to discuss why. This approach, however, provides a safe and comfortable space for people who have no idea what they’re doing when it comes to money, either. Her episodes bring together comedians, psychologists, and analysts to discuss just what it is about money that makes everyone so confused. While this may not be the podcast to turn to for expert advice, the show appeals to a wider audience of consumers who are trying to understand the ever- changing world of spending.
CHOOSE FI
Financial independence is something most young adults are working Trenderatowards, so it’s no surprise that a podcast was born to help listeners figure out how to get there. Choose FI, or “Financial Independence”, aims to help listeners reach their own financial independence. Hosts Jonathan Mendonsa and Brad Barrett explore all topics from real estate to grocery bills, focusing on giving listeners actionable tips that will speed up the process of reaching financial independence. Could a podcast be more curated for the modern Millennial consumer?
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Trendera KNOW THE slang
Fox Home Entertainment98 KNOW THE SLANG FULL SEND FBI GUY (adv.) - going all out, regardless of the (n.) - the hypothetical person keeping track of consequences people’s every move on their devices
COLLECT RECEIPTS GOD’S PLAN (v.) - to gather evidence against someone, (phrase) - a self-congratulatory phrase said most often in the form of screenshots of texts after doing a minimally helpful good deed or photos (Origin: Drake song “God’s Plan”)
YOUTHQUAKE HEADDESK (n.) - a peaceful, digitally-driven protest by (v.) - 1. the new “facepalm” 2. the act of today’s youth banging one’s head on a desk in frustration
EVANGEVEGAN COME GET YOUR MAN (n.) - a person who has recently gone Vegan (phrase) - when someone is making a fool of and intends on converting everyone else themselves on social media
PRESIDENTIAL DINNER RUN ME (n.) - a fast food dinner, usually eaten (v.) - go get me at home
BOXSET BOYFRIEND HOT TAKE (n.) - a TV or movie character the audience (n.) - an overly simplified opinion genuinely falls in love withTrendera IT’S NOT ABOUT THE PASTA MY WIG KNOW THE (phrase) - made popular on reality show (phrase) – shortened version of “my wig flew Vanderpump Rules, used when two friends are off” used to indicate shock, surprise, or being arguing about something but it’s really about impressed slang something else
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Trendera QUARTERLY national statistics
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STAT CONTENTS
105 How Much They Have Saved 137 Where They Look For Shopping Inspiration
106 What They Are Saving For 138 What They Consider Worth Spending On
107 Their Preferred Payment Methods 139 What They Don’t Consider Worth Spending On
108 Their Credit Card Accounts 140 What They Would Pay More To Own
109 Their Montly Payments 141 What They Would Pay Less To Rent / Subscribe
110 How They Feel About Debt 142 How Their Spending Will Change In The Next 6 Months
111 Cryptocurrencies They Own 143 Their Favorite Actor
112 How They Feel About Cryptocurrency 144 Their Favorite Actress
113 Their Financial Outlook 145 Their Favorite Reality TV Shows
114 Their Monthly Spending 146 Their Favorite Scripted TV Shows
115 What They Buy At Mass Market Retailers 147 What They Have Subscriptions For
116 What They Buy At Drug Stores 148 Entertainment Worth Spending On
117 What They Buy At Department Stores 149 What Makes Them Pay For Entertainment
118 What They Buy At Beauty / Specialty Stores 150 Platforms They Visit Daily
119 What They Buy Through At-Home Sellers 151 Platforms They Follow Brands On
120 What They Buy Through Catalogs 152 Platforms They Follow Influencers On
121 What They Buy Through Amazon 153 Platforms They Go To For Product Recommendations
122 What They Buy Through Brand Websites 154 Platforms They Find New Products On
123 What Spending Makes Them Happy 155 Sponsored Content On Instagram
124 What Spending Makes Them Content 156 How They Describe Their Personal Brand
125 What Spending Makes Them Excited 157 What Influences Their Brand Preference
126 What Spending Makes Them Successful 158 Statements On Brands
127 What Spending Makes Them Anxious 159 Causes They Want Brands To Support
128 What Spending Makes Them Unfulfilled 160 Brands & Controversial Issues
129 Their Favorite Things To Spend Money On 161 Marketing That Interests Them 130 Their Feelings On SpendingTrendera162 Brands They Love 131 What’s Becoming More Influential In Spending 163 Brands Getting More Popular
132 What’s Becoming Less Influential In Spending 164 Brands Getting Less Popular
133 What They Prefer To Purchase Online 165 Favorite Clothing Retailers
134 What They Prefer To Purchse In-Store 166 Favorite Food / Beverage Brands
135 Their Shopping Habits 167 Thoughts On Powerful Companies
136 How They Would Spend $100 168 Would You Rather
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Where They Look For Shopping Inspiration
What They Consider Worth Spending On
What They Don’t Consider Worth Spending On
What They Would Pay More To Own
What They Would Pay Less To Rent / Subscribe
How Their Spending Will Change In The Next 6 Months
Their Favorite Actor
Their Favorite Actress
Their Favorite Reality TV Shows
Their Favorite Scripted TV Shows
What They Have Subscriptions For
Entertainment Worth Spending On
What Makes Them Pay For Entertainment
Platforms They Visit Daily
Platforms They Follow Brands On
Platforms They Follow Influencers On
Platforms They Go To For Product Recommendations
Platforms They Find New Products On
Sponsored Content On Instagram
How They Describe Their Personal Brand
What Influences Their Brand Preference
Statements On Brands
Causes They Want Brands To Support
Brands & Controversial Issues
Marketing That Interests Them Brands They Love Trendera Brands Getting More Popular
Brands Getting Less Popular
Favorite Clothing Retailers
Favorite Food / Beverage Brands
Thoughts On Powerful Companies
Would You Rather
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HOW MUCH THEY HAVE SAVED Approximately how much money do you have in savings right now? (Select one)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
None 13% 11% 15% 25% 17% 9% 11% $1 or more (NET) 87% 89% 85% 75% 83% 91% 89% $1-$249 12% 10% 14% 17% 15% 11% 9% $250-$499 6% 5% 6% 4% 12% 2% 4% $500-$749 5% 5% 4% 5% 7% 3% 4% $750-$999 4% 4% 4% 6% 6% 3% 3% $1,000-$2,499 12% 11% 13% 7% 14% 14% 11% $2,500-$4,999 9% 8% 10% 9% 8% 12% 8% $5,000-$7,499 7% 7% 7% 4% 5% 9% 8% $7,500-$9,999 5% 6% 3% 3% 2% 5% 7% $10,000-$24,999 11% 12% 9% 5% 5% 15% 12% $25,000-$49,999 5% 5% 5% 4% 2% 7% 5% $50,000-$99,999 5% 6% 3% 6% 2% 5% 6% $100,000+ 7% 8% 6% 4% 4% 5% 11%
Mean $17,269 $20,309 $14,234 $13,734 $9,171 $17,579 $23,735 Median Trendera$2,304 $3,525 $1,750 $708 $697 $4,202 $4,648
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WHAT THEY ARE SAVING FOR
Which, if any, of the following are you currently saving for? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Vacation Car Vacation Vacation Car Vacation Retirement
College for Car Vacation Car Gift for myself House Vacation myself Nothing in Nothing in Retirement Retirement particular, just particular, just Vacation Car Car peace of mind peace of mind Nothing in Nothing in House Investments Retirement Car particular, just Investments particular, just peace of mind peace of mind Nothing in particular, just House House Retirement Gift for myself Retirement Investments peace of mind
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THEIR PREFERRED PAYMENT METHODS Which of the following payment methods do you use regularly? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Cash 73% 73% 73% 69% 74% 75% 72% Credit card 58% 59% 58% 43% 34% 72% 67% Debit card 55% 56% 55% 41% 42% 64% 61% PayPal 49% 57% 42% 38% 38% 58% 52% Gift card 24% 22% 25% 25% 23% 25% 22% Personal check 18% 19% 18% 13% 8% 18% 26% Apple Wallet 10% 11% 9% 7% 10% 14% 7% Facebook Messenger 8% 10% 6% 7% 7% 12% 4% Google Wallet 8% 11% 4% 9% 5% 12% 5% Venmo 6% 6% 5% 1% 5% 10% 3% Snapchat 5% 6% 4% 4% 6% 7% 3% Cash app 5% 6% 3% 3% 5% 8% 1% Cryptocurrency 4% 7% 2% 6% 3% 6% 3% Square cash Trendera3% 4% 2% 3% 3% 4% 2%
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THEIR CREDIT CARD ACCOUNTS
How many credit cards do you have? (Mean summary)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
1.9 2.0 1.9 1.4 1.1 2.3 2.3
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THEIR MONTHLY PAYMENTS
Which, if any, of the following types of payments do you make every month? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Cell phone payment 68% 65% 72% 64% 43% 77% 79% Credit card balance payment 58% 57% 59% 46% 29% 68% 73% Car insurance payment 50% 47% 53% 40% 21% 62% 61% Media subscription service 47% 46% 47% 40% 34% 56% 49% payment (i.e. Hulu, Netflix) Car payment 42% 40% 43% 33% 22% 54% 45% Mortgage payment 35% 36% 34% 30% 10% 42% 47% Music subscription service 22% 25% 20% 16% 27% 29% 14% payment (i.e. Spotify, Apple music) Student loan payment 16% 16% 16% 9% 9% 25% 13% Medical bill payment 14% 14% 13% 11% 7% 17% 15% Trendera
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HOW THEY FEEL ABOUT DEBT
Which, if any, of the following statements on debt do you agree with? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
There's good debt and bad debt 49% 49% 50% 43% 41% 47% 59% I plan to pay off my debt in the 35% 33% 37% 26% 25% 40% 40% future Debt is a necessary part of life 28% 33% 22% 22% 23% 31% 29% I am concerned about my debt 24% 22% 27% 22% 13% 31% 25% You should never have debt 24% 26% 22% 24% 31% 23% 19% There's no way I'll be able to pay off 5% 4% 6% 7% 2% 7% 4% my debt in the future
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Fox Home Entertainment110 STATISTICS
CRYPTOCURRENCIES THEY OWN
Which, if any, of the following cryptocurrencies do you own? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Bitcoin 18% 26% 10% 15% 14% 28% 10% Ethereum 6% 9% 3% 3% 4% 10% 4% Litecoin 5% 8% 3% 2% 4% 9% 4% Dash 5% 7% 2% 2% 3% 9% 2% Zcash 3% 5% 1% 0% 2% 6% 1% Ripple 2% 3% 2% 2% 2% 4% 1%
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Fox Home Entertainment111 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
HOW THEY FEEL ABOUT CRYPTOCURRENCY
Which of the following statements on cryptocurrency do you agree with? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
I don't understand cryptocurrency 37% 24% 49% 46% 34% 32% 41% Cryptocurrency is a gamble 27% 30% 25% 16% 24% 29% 32% Cryptocurrency is the future of 24% 32% 16% 21% 25% 31% 16% money Cryptocurrency is a smart 12% 16% 8% 7% 14% 18% 7% investment Cryptocurrency is safe 7% 10% 4% 4% 7% 10% 5% Cryptocurrency is for people who 5% 6% 4% 2% 5% 7% 4% want to do something illegal
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Fox Home Entertainment112 STATISTICS
THEIR FINANCIAL OUTLOOK
Which of the following do you feel best describes your general outlook on your finances these days? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Aware Aware Stressed Stressed Aware Aware Stressed
Stressed Confident Anxious Happy Smart Stressed Anxious
Anxious Smart Aware Aware Confident Anxious Aware
Confident Happy Confident Confident Stressed Smart Confident
Smart Independent Insecure Depressed Independent Confident Smart
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Fox Home Entertainment113 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
THEIR MONTHLY SPENDING
In a typical month, how much do you personally spend on each of the following (Mean summary)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Groceries $270.79 $249.23 $292.32 $341.74 $142.49 $276.68 $336.16` Restaurants $89.36 $95.40 $83.32 $72.82 $54.96 $89.33 $118.61 Cell phone $77.69 $68.31 $87.06 $71.96 $49.09 $80.74 $96.63 TV (cable, streaming, etc.) $68.40 $72.94 $63.87 $64.07 $37.14 $70.82 $89.48 Clothes $62.64 $68.99 $56.30 $69.81 $61.79 $64.48 $59.34 Alcohol (21+) $33.70 $42.82 $24.81 $0.00 $22.25 $33.67 $35.10 Movies $22.36 $29.04 $15.69 $21.48 $18.51 $27.32 $20.32 Video games $21.61 $34.12 $9.12 $31.47 $27.06 $24.55 $11.93 Makeup $19.41 $17.61 $21.19 $18.32 $21.38 $22.47 $15.20 Gym membership/workout classes $13.78 $16.46 $11.10 $8.45 $11.93 $17.12 $13.22 Music $11.98 $17.55 $6.42 $11.54 $11.69 $16.05 $8.19 Trendera
Fox Home Entertainment114 STATISTICS
WHAT THEY BUY AT MASS MARKET RETAILERS
Where do you typically buy the following products: Summary - Mass Market Retailers (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Groceries 74% 67% 80% 73% 63% 74% 82% Clothes 42% 38% 46% 40% 43% 43% 41% Movies 27% 29% 25% 34% 25% 30% 24% Makeup 26% 14% 38% 21% 20% 32% 26% Video games 24% 28% 20% 26% 29% 26% 17% Music 16% 19% 12% 19% 15% 18% 13% TV (cable, streaming, etc.) 14% 18% 10% 9% 13% 17% 12%
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Fox Home Entertainment115 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHAT THEY BUY AT DRUG STORES
Where do you typically buy the following products: Summary - Drug Stores (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Makeup 19% 9% 28% 17% 22% 20% 15% Groceries 6% 6% 6% 4% 4% 9% 5% Clothes 3% 4% 2% 2% 2% 6% 1% Video games 3% 4% 1% 1% 2% 5% 1% Movies 2% 4% 1% 1% 2% 4% 1% TV (cable, streaming, etc.) 2% 4% 0% 1% 1% 3% 2% Music 1% 2% 1% 0% 2% 2% 1%
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Fox Home Entertainment116 STATISTICS
WHAT THEY BUY AT DEPARTMENT STORES
Where do you typically buy the following products: Summary - Department stores (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Clothes 53% 46% 59% 54% 51% 49% 56% Makeup 13% 12% 15% 15% 11% 17% 11% Groceries 11% 15% 7% 11% 12% 15% 6% Video games 9% 14% 5% 10% 8% 15% 5% Movies 8% 10% 6% 6% 9% 12% 3% Music 7% 9% 4% 6% 8% 10% 2% TV (cable, streaming, etc.) 5% 7% 3% 5% 3% 9% 2%
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Fox Home Entertainment117 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHAT THEY BUY AT BEAUTY / SPECIALTY STORES
Where do you typically buy the following products: Summary - Beauty / Specialty Stores (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Makeup 19% 14% 25% 25% 24% 22% 12% Clothes 5% 6% 5% 6% 6% 6% 4% Groceries 3% 5% 2% 1% 2% 6% 2% Movies 3% 5% 1% 1% 3% 4% 2% TV (cable, streaming, etc.) 3% 5% 1% 2% 3% 5% 0% Video games 3% 4% 2% 6% 3% 3% 2% Music 3% 4% 1% 2% 2% 4% 2%
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Fox Home Entertainment118 STATISTICS
WHAT THEY BUY THROUGH AT-HOME SELLERS
Where do you typically buy the following products: Summary - At-home seller (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
TV (cable, streaming, etc.) 5% 6% 3% 4% 3% 7% 4% Movies 4% 5% 2% 4% 2% 7% 2% Makeup 3% 4% 3% 5% 3% 4% 2% Clothes 3% 3% 3% 4% 2% 5% 2% Video games 3% 5% 1% 2% 2% 6% 0% Groceries 2% 3% 2% 2% 3% 3% 1% Music 2% 3% 1% 1% 3% 4% 1%
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Fox Home Entertainment119 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHAT THEY BUY THROUGH CATALOGS
Where do you typically buy the following products: Summary - Catalogs (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Clothes 5% 7% 4% 2% 6% 6% 6% Music 3% 6% 1% 1% 2% 6% 2% Video games 3% 4% 2% 2% 2% 5% 2% Makeup 3% 3% 2% 1% 2% 5% 1% Movies 2% 4% 1% 2% 1% 4% 2% TV (cable, streaming, etc.) 2% 4% 1% 4% 1% 3% 1% Groceries 1% 2% 0% 1% 0% 3% 1%
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Fox Home Entertainment120 STATISTICS
WHAT THEY BUY THROUGH AMAZON
Where do you typically buy the following products: Summary - Amazon (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Movies 25% 28% 21% 29% 20% 27% 25% Clothes 22% 23% 21% 14% 22% 25% 20% Music 22% 24% 19% 23% 21% 22% 22% Video games 21% 27% 15% 21% 23% 26% 15% TV (cable, streaming, etc.) 11% 12% 9% 10% 8% 13% 10% Makeup 9% 9% 9% 9% 8% 14% 4% Groceries 7% 9% 4% 4% 6% 10% 5%
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Fox Home Entertainment121 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHAT THEY BUY THROUGH BRAND WEBSITES
Where do you typically buy the following products: Summary - Brand Websites (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
TV (cable, streaming, etc.) 35% 34% 37% 35% 20% 39% 43% Music 17% 18% 15% 12% 21% 16% 15% Clothes 15% 12% 18% 11% 17% 16% 14% Video games 13% 17% 9% 10% 15% 16% 8% Movies 12% 14% 10% 9% 10% 15% 11% Makeup 6% 4% 7% 4% 8% 7% 3% Groceries 3% 4% 1% 1% 2% 4% 3%
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Fox Home Entertainment122 STATISTICS
WHAT SPENDING MAKES THEM HAPPY
Spending money on what makes you feel happy? Summary - Happy (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Eating out at Eating out at Eating out at Eating out at Eating out at Shopping Clothes restaurants restaurants restaurants restaurants restaurants
Shopping Movie tickets Shopping Clothes Shopping Shopping Shopping
Eating out at Cool Clothes Shopping Clothes Snacks Traveling restaurants experiences
Cool Snacks Snacks Movie tickets Snacks Snacks Clothes experiences
Cool Eating out at Cool Traveling Snacks Traveling Movie tickets experiences restaurants experiences Trendera
Fox Home Entertainment123 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHAT SPENDING MAKES THEM CONTENT
Spending money on what makes you feel content? Summary - Content (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 Gym An online Gym Snacks membership/ Snacks media Snacks membership/ Snacks workout classes subscription workout classes An online An online An online An online Beauty Beauty media media media Snacks media products products subscription subscription subscription subscription Gym An online Beauty A music Eating out at membership/ Snacks Snacks media products subscription restaurants workout classes subscription Gym An online Eating out at Eating out at Clothes membership/ media Clothes Clothes restaurants restaurants workout classes subscription Gym Gym Beauty Eating out at A music Eating out at membership/ membership/ Shopping products restaurants subscription restaurants workout classes workout classes Trendera
Fox Home Entertainment124 STATISTICS
WHAT SPENDING MAKES THEM EXCITED
Spending money on what makes you feel excited? Summary - Excited (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Cool Live events Live events Live events Live events Live events Live events experiences
Cool Cool Traveling Traveling Traveling Live events Traveling experiences experiences
Cool Cool Cool Cool Traveling Traveling Traveling experiences experiences experiences experiences
Movie tickets Movie tickets Movie tickets Movie tickets Movie tickets Movie tickets Movie tickets
Apps/online Clothes Shopping Clothes Clothes Shopping Shopping games Trendera
Fox Home Entertainment125 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHAT SPENDING MAKES THEM SUCCESSFUL
Spending money on what makes you feel successful? Summary - Successful (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 Gym Gym Investments membership/ Investments membership/ Investments Investments Investments workout classes workout classes Gym Gym Gym Gym Gym membership/ Investments membership/ Investments membership/ membership/ membership/ workout classes workout classes workout classes workout classes workout classes
Traveling Clothes Traveling Traveling Traveling Clothes Clothes
Apps/online Apps/online Clothes Traveling Clothes Traveling Traveling games games
Apps/online Eating out at Shopping Shopping Live events Shopping Shopping games restaurants Trendera
Fox Home Entertainment126 STATISTICS
WHAT SPENDING MAKES THEM ANXIOUS
Spending money on what makes you feel anxious? Summary - Anxious (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Investments Investments Investments Investments Investments Investments Investments
Gym Gym Gym Gym Gym Gym membership/ membership/ membership/ Shopping membership/ membership/ membership/ workout classes workout classes workout classes workout classes workout classes workout classes Gym Apps/online Apps/online Apps/online Shopping Shopping membership/ Shopping games games games workout classes Apps/online Apps/online A music Traveling Shopping Live events Shopping games games subscription
Apps/online A music Eating out at Traveling Traveling Shopping Traveling games subscription restaurants Trendera
Fox Home Entertainment127 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHAT SPENDING MAKES THEM UNFULFILLED
Spending money on what makes you feel unfulfilled? Summary - Unfulfilled (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 Gym Gym Gym Gym Gym Gym Beauty membership/ membership/ membership/ membership/ membership/ membership/ products workout classes workout classes workout classes workout classes workout classes workout classes Gym Apps/online Apps/online Beauty Apps/online Apps/online Apps/online membership/ games games products games games games workout classes A music A music A music A music Beauty A music A music subscription subscription subscription subscription products subscription subscription
Beauty Apps/online Beauty Apps/online Beauty Beauty Investments products games products games products products An online A music Investments Investments Investments Investments Movie tickets streaming subscription subscription Trendera
Fox Home Entertainment128 STATISTICS
THEIR FAVORITE THINGS TO SPEND MONEY ON
Please rank the following purchases, from your favorite to least favorite thing to spend money on: Top 5 Box Summary (Ranking question)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Eating out at Eating out at Eating out at Eating out at Eating out at Shopping Shopping restaurants restaurants restaurants restaurants restaurants
Eating out at Shopping Shopping Shopping Clothes Shopping Traveling restaurants
Eating out at Traveling Traveling Clothes Clothes Traveling Clothes restaurants
Cool Cool Cool Clothes Traveling Traveling Shopping experiences experiences experiences
Cool Cool Cool Cool Clothes Snacks Clothes experiences experiences experiences experiences Trendera
Fox Home Entertainment129 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
THEIR FEELINGS ON SPENDING
Which, if any, of the following statements about spending do you agree with? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 It's important to spend money on 53% 51% 54% 50% 52% 56% 51% yourself I'm saving as much money as I can 46% 44% 49% 47% 46% 43% 49% I should be saving more money 44% 38% 50% 40% 40% 43% 49% than I am My opinions influence what my 17% 21% 13% 11% 20% 19% 14% friends end up purchasing My friends' opinions influence what 16% 18% 15% 18% 21% 18% 11% I end up purchasing I'm not worried about saving money 7% 8% 7% 9% 8% 7% 7%
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Fox Home Entertainment130 STATISTICS
WHAT’S BECOMING MORE INFLUENTIAL IN SPENDING
For each of the following, please indicate if they have become more or less im- portant over the past year in your decision to purchase something new: Summary - More influential (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Deals/discounts 83% 78% 88% 73% 79% 84% 89% User reviews 73% 71% 76% 66% 66% 80% 74% Friend recommendations 70% 69% 72% 70% 73% 73% 66% Expert reviews 62% 63% 61% 57% 60% 65% 62% Brand's customer service 61% 62% 61% 53% 56% 66% 63% Brand name 56% 62% 50% 50% 59% 58% 54% Brand website 53% 59% 48% 46% 55% 55% 52% Great advertisements 49% 54% 43% 54% 50% 53% 42% Brand mission statement/values 46% 47% 45% 39% 44% 52% 44% User-generated content 44% 51% 37% 37% 44% 52% 37% TV ads 42% 48% 36% 50% 43% 44% 37% Social media presence 41% 44% 38% 45% 53% 44% 27% Internet celebrity endorsements 23% 30% 16% 18% 30% 27% 15% Celebrity endorsements Trendera22% 28% 16% 20% 27% 27% 14%
Fox Home Entertainment131 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHAT’S BECOMING LESS INFLUENTIAL IN SPENDING
For each of the following, please indicate if they have become more or less important over the past year in your decision to purchase something new: Summary - Less influential (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Celebrity endorsements 78% 72% 84% 80% 73% 73% 86% Internet celebrity endorsements 77% 70% 84% 82% 70% 73% 85% Social media presence 59% 56% 62% 55% 47% 56% 73% TV ads 58% 52% 64% 50% 57% 56% 63% User-generated content 56% 49% 63% 63% 56% 48% 63% Brand mission statement/values 54% 53% 55% 61% 56% 48% 56% Great advertisements 51% 46% 57% 46% 50% 47% 58% Brand website 47% 41% 52% 54% 45% 45% 48% Brand name 44% 38% 50% 50% 41% 42% 46% Brand's customer service 39% 38% 39% 47% 44% 34% 37% Expert reviews 38% 37% 39% 43% 40% 35% 38% Friend recommendations 30% 31% 28% 30% 27% 27% 34% User reviews 27% 29% 24% 34% 34% 20% 26% Deals/discounts Trendera17% 22% 12% 27% 21% 16% 11%
Fox Home Entertainment132 STATISTICS
WHAT THEY PREFER TO PURCHASE ONLINE
For each of the following, indicate whether you prefer to purchase them online or in-store: Summary - Online (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Insurance policies 58% 59% 58% 53% 54% 63% 59% Financial/banking services 54% 54% 53% 52% 47% 60% 54% Electronics (not including phones/ 41% 45% 37% 39% 38% 46% 39% computers) Computer 37% 40% 33% 34% 32% 40% 37% Phone 35% 39% 31% 28% 27% 42% 36% School/office supplies 29% 33% 26% 25% 25% 33% 29% Miscellaneous household products 28% 32% 25% 30% 27% 31% 25% Clothing 27% 30% 25% 19% 27% 32% 25% Pet supplies 27% 30% 24% 25% 22% 31% 27% Makeup 26% 33% 19% 27% 27% 30% 20% Footwear 21% 25% 17% 15% 20% 28% 18% Toiletries 18% 21% 15% 18% 18% 22% 14% Groceries Trendera14% 20% 7% 12% 16% 20% 7%
Fox Home Entertainment133 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHAT THEY PREFER TO PURCHASE IN STORE
For each of the following, indicate whether you prefer to purchase them online or in-store: Summary - In store (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Groceries 86% 80% 93% 88% 84% 80% 93% Toiletries 82% 79% 85% 82% 82% 78% 86% Footwear 79% 75% 83% 85% 80% 72% 82% Makeup 74% 67% 81% 73% 73% 70% 80% Pet supplies 73% 70% 76% 75% 78% 69% 73% Clothing 73% 70% 75% 81% 73% 68% 75% Miscellaneous household products 72% 68% 75% 70% 73% 69% 75% School/office supplies 71% 67% 74% 75% 75% 67% 71% Phone 65% 61% 69% 72% 73% 58% 64% Computer 63% 60% 67% 66% 68% 60% 63% Electronics (not including phones/ 59% 55% 63% 61% 62% 54% 61% computers) Financial/banking services 46% 46% 47% 48% 53% 40% 46% Insurance policies Trendera42% 41% 42% 47% 46% 37% 41%
Fox Home Entertainment134 STATISTICS
THEIR SHOPPING HABITS
Which, if any, of the following do you do regularly when shopping? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 Compare prices online while 52% 52% 51% 45% 53% 60% 45% shopping in-store Check for online coupon and promo codes before making a 52% 42% 62% 44% 43% 57% 54% purchase See something online and then 35% 31% 40% 37% 37% 35% 34% purchase it in-store See something in store and then 28% 23% 34% 32% 24% 31% 28% purchase it online Use a plugin to help get the best 14% 18% 11% 12% 14% 19% 11% deals Post about a brand on social media 13% 16% 10% 11% 15% 17% 7% to receive a discount
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Fox Home Entertainment135 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
HOW THEY WOULD SPEND $100
Say you randomly receive $100, what would you spend it on? (Select one)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Save it for the Save it for the Save it for the Save it for the Save it for the Save it for the Clothes future future future future future future
Save it for the Save it for a Clothes Clothes Clothes Clothes Clothes future bigger purchase
Save it for a Save it for a Save it for a Save it for a Save it for a Save it for a Clothes bigger purchase bigger purchase bigger purchase bigger purchase bigger purchase bigger purchase
Eating out Eating out Eating out Video games Video games Eating out Eating out
Travel Video games Travel Eating out Eating out Travel Travel Trendera
Fox Home Entertainment136 STATISTICS
WHERE THEY LOOK FOR SHOPPING INSPIRATION
Where/who do you look to for new ideas and inspiration on what to buy? (Select up to three)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Friends 47% 44% 51% 54% 50% 45% 46% Family members 40% 36% 45% 46% 36% 41% 41% Brands 26% 29% 23% 19% 25% 25% 28% Facebook 20% 22% 18% 18% 14% 29% 15% Instagram 15% 12% 17% 10% 23% 18% 6% Magazines/magazine websites 14% 13% 15% 11% 13% 8% 21% Lifestyle sites (BuzzFeed, 12% 11% 13% 12% 13% 13% 9% PopSugar, Refinery29) TV shows 9% 10% 9% 12% 9% 9% 8% Retail sales associates 8% 10% 6% 3% 7% 9% 9% Movies 7% 9% 5% 8% 10% 7% 4% Actors and actresses 6% 5% 6% 6% 9% 6% 3% Newspapers/newspaper websites 5% 6% 4% 5% 3% 4% 7% Online celebrities 5% 6% 4% 4% 8% 6% 2% Snapchat 3% 4% 2% 1% 8% 3% 0% The Government/politicians Trendera1% 1% 0% 1% 0% 0% 1%
Fox Home Entertainment137 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHAT THEY CONSIDER WORTH SPENDING ON
For each of the following, indicate whether you consider it worth the money: Summary - Worth the money (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Travel 84% 81% 86% 83% 83% 84% 85% Eating out at a restaurant 82% 82% 82% 80% 80% 83% 83% Events (music, sports) 66% 67% 66% 69% 73% 66% 61% New car 66% 72% 60% 65% 68% 65% 65% Bottled water 61% 63% 59% 58% 61% 67% 56% Professional grooming (hair, nails, 53% 48% 58% 45% 55% 57% 50% etc.) Coffee from a coffee shop 48% 48% 47% 47% 51% 52% 40% Organic food 44% 48% 40% 39% 42% 51% 39% Premium (i.e. non drug store) 36% 32% 39% 32% 44% 41% 26% makeup Designer clothes 35% 44% 26% 38% 41% 39% 26% Trendera
Fox Home Entertainment138 STATISTICS
WHAT THEY DON’T CONSIDER WORTH SPENDING ON
For each of the following, indicate whether you consider it worth the money: Summary - Not worth the money (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Designer clothes 65% 56% 74% 62% 59% 61% 74% Premium (i.e. non drug store) 64% 68% 61% 68% 56% 59% 74% makeup Organic food 56% 52% 60% 61% 58% 49% 61% Coffee from a coffee shop 52% 52% 53% 53% 49% 48% 60% Professional grooming (hair, nails, 47% 52% 42% 55% 45% 43% 50% etc.) Bottled water 39% 37% 41% 42% 39% 33% 44% New car 34% 28% 40% 35% 32% 35% 35% Events (music, sports) 34% 33% 34% 31% 27% 34% 39% Eating out at a restaurant 18% 18% 18% 20% 20% 17% 17% Travel 16% 19% 14% 17% 17% 16% 15% Trendera
Fox Home Entertainment139 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WHAT THEY WOULD PAY MORE TO OWN
Would you rather pay more to own or pay less to rent/subscribe to each of the following? Summary - Pay more to own (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Clothes 89% 88% 89% 89% 90% 87% 89% Technology 82% 81% 83% 82% 82% 82% 83% Furniture 79% 74% 84% 78% 72% 80% 84% Car 78% 76% 80% 75% 75% 77% 82% Appliances 77% 73% 80% 75% 69% 76% 84% Housing 76% 75% 77% 77% 67% 77% 82% Beauty products 74% 65% 83% 79% 73% 71% 76% Luxury goods 60% 62% 58% 61% 61% 59% 60% Music 57% 59% 56% 61% 64% 57% 53% Movies 57% 63% 52% 60% 59% 59% 54% Trendera
Fox Home Entertainment140 STATISTICS
WHAT THEY WOULD PAY LESS TO RENT / SUBSCRIBE
Would you rather pay more to own or pay less to rent / subscribe to each of the following? Summary - Pay less to rent / subscribe (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Movies 43% 37% 48% 40% 41% 41% 46% Music 43% 41% 44% 39% 36% 43% 47% Luxury goods 40% 38% 42% 39% 39% 41% 40% Beauty products 26% 35% 17% 21% 27% 29% 24% Housing 24% 25% 23% 23% 33% 23% 18% Appliances 23% 27% 20% 25% 31% 24% 16% Car 22% 24% 20% 25% 25% 23% 18% Furniture 21% 26% 16% 22% 28% 20% 16% Technology 18% 19% 17% 18% 18% 18% 17% Clothes 11% 12% 11% 11% 10% 13% 11% Trendera
Fox Home Entertainment141 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
HOW THEIR SPENDING WILL CHANGE IN THE NEXT 6 MONTHS
How, if at all, will your spending change in the next 6 months compared to the previous 6 months? (Select one)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
I will spend a lot more 12% 18% 7% 10% 13% 18% 7% I will spend a little more 16% 19% 12% 11% 18% 21% 10% I will spend about the same 49% 48% 49% 55% 43% 41% 59% I will spend a little less 15% 10% 19% 16% 17% 12% 15% I will spend a lot less 9% 5% 12% 9% 8% 8% 9%
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Fox Home Entertainment142 STATISTICS
THEIR FAVORITE ACTOR
Who, if anyone, would you consider your favorite actor today? (Select up to two)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Dwayne "The Dwayne "The Dwayne "The Dwayne "The Dwayne "The Dwayne "The Dwayne "The Rock" Johnson Rock" Johnson Rock" Johnson Rock" Johnson Rock" Johnson Rock" Johnson Rock" Johnson
Matthew Johnny Depp Will Ferrell Johnny Depp Will Ferrell Kevin Hart Johnny Depp McConaughey
Will Ferrell Johnny Depp Ryan Reynolds Johnny Depp Johnny Depp Will Ferrell Johnny Depp
Leonardo Kevin Hart Kevin Hart Kevin Hart Kevin Hart Will Ferrell Chris Pratt DiCaprio
Leonardo Matthew Chris Pratt Hugh Jackman Ryan Reynolds Kevin Hart Chris Pratt DiCaprio McConaughey
TrenderaFULL LIST:
Aziz Ansari, Ben Affleck, Bill Skarsgard, Brad Pitt, Chris Hemsworth, Chris Pratt, Cole Sprouse, Daniel Craig, Dwayne “The Rock” Johnson, George Clooney, Hugh Jackman, Idris Elba, Jamie Dornan, Jimmy Fallon, Johnny Depp, Kevin Hart, Kevin Spacey, Leonardo DiCaprio, Liam Hemsworth, Matt Damon, Matthew McConaughey, Ryan Reynolds, Seth Rogen, Sterling K. Brown, Terrence Howard, Tom Holland, Will Ferrell
Fox Home Entertainment143 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
THEIR FAVORITE ACTRESS
Who, if anyone, would you consider your favorite actress today? (Select up to two)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Jennifer Jennifer Jennifer Jennifer Jennifer Sandra Bullock Sandra Bullock Lawrence Lawrence Lawrence Lawrence Lawrence
Jennifer Jennifer Reese Jennifer Sandra Bullock Sandra Bullock Sandra Bullock Aniston Lawrence Witherspoon Aniston
Jennifer Reese Jennifer Sandra Bullock Sandra Bullock Emma Stone Meryl Streep Aniston Witherspoon Aniston
Reese Jennifer Jennifer Jennifer Reese Jennifer Emma Stone Witherspoon Aniston Aniston Aniston Witherspoon Lawrence
Reese Reese Emma Stone Charlize Theron Jennifer Garner Amy Schumer Emma Stone Witherspoon Witherspoon
TrenderaFULL LIST:
Amy Poehler, Amy Schumer, Angelina Jolie, Anna Kendrick, Anne Hathaway, Aubrey Plaza, Charlize Theron, Emma Roberts, Emma Stone, Emmy Rossum, Jennifer Aniston, Jennifer Garner, Jennifer Lawrence, Kate Hudson, Katherine Langford, Kerry Washington, Lili Reinhart, Lilly Collins, Mandy Moore, Margot Robbie, Meryl Streep, Millie Bobby Brown, Mindy Kaling, Rashida Jones, Rebel Wilson, Reese Witherspoon, Sandra Bullock, Shailene Woodley, Sofia Vergara, Tina Fey
Fox Home Entertainment144 STATISTICS
THEIR FAVORITE REALITY TV SHOWS
What are some of your favorite reality TV shows right now? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
America's Got America's Got Shark Tank Shark Tank Fixer Upper Shark Tank Shark Tank Talent Talent
Diners, Drive Diners, Drive The Voice Shark Tank Hell's Kitchen Shark Tank Fixer Upper Ins, and Dives Ins, and Dives
Diners, Drive Diners, Drive The Voice The Voice American Idol The Voice The Voice Ins, and Dives Ins, and Dives
America's Got Diners, Drive America's Got Pawn Stars The Voice Chopped American Idol Talent Ins, and Dives Talent American Idol/ America's American Idol America’s Got Got Talent/ Shark Tank The Voice Chopped Pawn Stars Talent Chopped
FULL LIST:
16 & Pregnant, Amazing Race, America’s Got Talent, America’s Next Top Model, American Idol, American Pickers, Are You The One?, TrenderaBachelor in Paradise, Bad Girls Club, Below Deck, Big Brother, Botched, Celebrity Apprentice, Chopped, Dance Moms, Dancing With The Stars, Dating Naked, Deadliest Catch, Diners, Drive Ins and , Dives, Duck Dynasty, Extreme Weight Loss, Face Off, Fixer Upper, Great British Baking Show, Hell’s Kitchen, Hoarder’s, Ice Road Truckers, Intervention, Keeping Up With the Kardashians, Lip Sync Battle, Love and Hip Hop, Million Dollar Listing, Millionaire Matchmaker, Naked & Afraid, Pawn Stars, Project Runway, Property Brothers, Revenge Body, RuPaul’s Drag Race, Say Yes to the Dress, Shahs of Sunset, Shark Tank, Sister Wives, So You Think You Can Dance, Survivor, Teen Mom, The Apprentice, The Bachelor/Bachelorette, The Biggest Loser, The Real Housewives, The Voice, The X Factor, Top Chef, Total Divas, Undercover Boss, Vanderpump Rules Fox Home Entertainment145 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
THEIR FAVORITE SCRIPTED TV SHOWS
What are some of your favorite scripted TV shows right now? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
The Big Bang The Big Bang The Big Bang The Big Bang Game of The Big Bang Stranger Things Theory Theory Theory Theory Thrones Theory
The Walking The Big Bang The Big Bang The Walking Stranger Things Stranger Things This Is Us Dead Theory Theory Dead
The Walking The Walking The Walking Family Guy This Is Us Fuller House Young Sheldon Dead Dead Dead
Game of The Walking The Walking Stranger Things Family Guy Family Guy Stranger Things Thrones Dead Dead
This Is Us/ Game of Law & Order: 13 Reasons Friends Stranger Things NCIS Family Guy Thrones SVU Why
FULL LIST:
13 Reasons Why, 2 Broke Girls, Agents of S.H.I.E.L.D., American Horror Story, American Vandal, Arrow, Atlanta, Baby Daddy, Better Call Saul, Black Mirror, Black-ish, Bob’s Burgers, Bones, Broad City, Brooklyn Nine-Nine, Conan, Crazy Ex-Girlfriend, Dear White People, Downton Abbey, Elementary, Empire, Family Guy, The Walking Dead, Fresh off the Boat, Friends, Fuller House, Game of Thrones, Gilmore Girls, Girls, Gossip Girl, Grey’s Anatomy, Homeland, House of Cards, How I Met Your Mother, How To Get Away With Murder, Jane the Virgin, Jimmy KimmelTrendera Live, Late Night With Seth Myers, Late Show with James Corden, Late Show with Stephen Colbert, Law & Order, Law & Order: SVU, Limitless, Luke Cage, Master of None, Modern Family, Mozart in the Jungle, Narcos, Nashville, NCIS, New Girl, Once Upon A Time, Orange is the New Black, Ozark, Parenthood, Parks and Recreation, Pretty Little Liars, Quantico, Rick and Morty, Riverdale, Scandal, Sex & The City, Shameless, Silicon Valley, SNL, Stranger Things, Supergirl, Supernatural, The 100, The Affair, The Big Bang Theory, The Blacklist, The Crown, The Daily Show, The Fall, The Handmaid’s Tale, The Last Man on Earth, The Mindy Project, The Muppets, The Office, The Simpsons, The Tonight Show, The Walking Dead, This is Us, Transparent, True Detective, Unbreakable Kimmy Schmidt, Vampire Diaries, Westworld, You’re The Worst, Young Sheldon, Younger Fox Home Entertainment146 STATISTICS
WHAT THEY HAVE SUBSCRIPTIONS FOR
Which, if any, of the following do you have paid subscriptions for? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Netflix 64% 63% 66% 63% 69% 69% 57% Amazon Prime 43% 39% 47% 46% 44% 46% 38% Cable/satellite TV 40% 37% 42% 44% 35% 37% 44% Hulu 29% 28% 30% 23% 32% 35% 23% HBO Now 12% 15% 8% 12% 10% 17% 7% Showtime 10% 12% 8% 9% 8% 11% 11% Spotify 9% 10% 8% 10% 14% 10% 5% Cinemax 8% 10% 6% 8% 5% 10% 6% Xbox Live 7% 8% 6% 8% 7% 10% 4% Starz 7% 7% 6% 10% 5% 7% 7% YouTube Red 6% 6% 5% 8% 6% 6% 4% YouTube TV 5% 7% 3% 10% 3% 6% 4% Sling TV 5% 5% 4% 8% 3% 6% 4% TMC (The Movie Channel) 4% 5% 4% 4% 2% 5% 5% Moviepass 4% 4% 4% 3% 3% 7% 2% Twitch Prime Trendera3% 4% 2% 4% 2% 5% 2% Showtime Anytime 3% 3% 2% 4% 1% 5% 2% News outlet (i.e. The New York 1% 1% 1% 3% 0% 1% 1% Times)
Fox Home Entertainment147 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
ENTERTAINMENT WORTH SPENDING ON
In your mind, which, if any, of the following types of entertainment are worth paying for? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Streaming TV (i.e. Netflix, Hulu) 58% 53% 63% 49% 62% 61% 54% Movies 36% 37% 35% 38% 35% 36% 37% Books 24% 21% 28% 20% 22% 26% 26% Premium TV shows (i.e. HBO, 23% 25% 22% 13% 25% 27% 21% Showtime) Music streaming 22% 22% 22% 20% 28% 24% 16% Movie subscription (i.e. MoviePass) 18% 21% 16% 18% 19% 21% 15% Ad-free viewing 14% 14% 14% 7% 17% 17% 11% Live streaming 14% 15% 13% 18% 10% 17% 12% Sports coverage 13% 17% 9% 10% 10% 13% 17% Network TV shows 13% 13% 12% 10% 11% 16% 11% Digital books 12% 11% 13% 6% 10% 15% 11% YouTube subscriptions 12% 15% 8% 20% 15% 12% 7% Magazines 11% 11% 10% 7% 8% 11% 13% Early access to TV/movies 9% 8% 10% 6% 9% 11% 7% Music video 7% 10% 4% 8% 7% 9% 4% Homework help Trendera6% 5% 7% 8% 7% 7% 4% Behind the scenes footage 5% 6% 4% 2% 6% 6% 3% Podcasts 5% 5% 4% 4% 4% 8% 2% Exclusive celebrity content 4% 5% 3% 3% 4% 6% 3%
Fox Home Entertainment148 STATISTICS
WHAT MAKES THEM PAY FOR ENTERTAINMENT
Which of the following are reasons why you would pay for entertainment over a free alternative? (Select one)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
I use it a lot 31% 33% 30% 30% 35% 37% 24% Better content than what's 21% 20% 21% 23% 17% 18% 25% available for free I'm a fan of the show/movie/artist/ 12% 13% 11% 15% 12% 12% 12% etc. I can't get the content anywhere 11% 7% 15% 9% 10% 10% 14% else I can view/listen to as much as I 11% 11% 11% 11% 13% 10% 10% want for the same price Higher quality experience 10% 11% 8% 9% 9% 11% 9% Earlier access than everyone else 2% 3% 1% 1% 2% 1% 2%
Trendera
Fox Home Entertainment149 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
PLATFORMS THEY VISIT DAILY
For each of the following statements, please select the platform that best applies: I visit daily (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Facebook 48% 42% 53% 54% 33% 49% 55% YouTube 19% 24% 14% 21% 25% 19% 15% Instagram 13% 12% 14% 9% 17% 17% 9% Snapchat 8% 7% 8% 3% 18% 8% 2%
Trendera
Fox Home Entertainment150 STATISTICS
PLATFORMS THEY FOLLOW BRANDS ON
For each of the following statements, please select the platform that best applies: I follow brands here (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Facebook 31% 32% 29% 32% 25% 35% 29% Instagram 15% 13% 18% 10% 23% 19% 7% YouTube 11% 14% 7% 16% 11% 11% 9% Snapchat 4% 5% 3% 4% 6% 6% 1%
Trendera
Fox Home Entertainment151 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
PLATFORMS THEY FOLLOW INFLUENCERS ON
For each of the following statements, please select the platform that best applies: I follow social media celebrities here (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Facebook 23% 26% 19% 18% 17% 28% 23% Instagram 19% 17% 22% 16% 28% 25% 8% YouTube 10% 11% 9% 17% 15% 8% 6% Snapchat 6% 7% 4% 5% 9% 6% 2%
Trendera
Fox Home Entertainment152 STATISTICS
PLATFORMS THEY GO TO FOR PRODUCT RECCOMMENDATIONS
For each of the following statements, please select the platform that best applies: I trust people here to recommend products (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Facebook 24% 26% 22% 23% 18% 30% 23% YouTube 19% 21% 18% 18% 29% 17% 15% Instagram 12% 13% 11% 7% 15% 15% 8% Snapchat 5% 5% 5% 4% 7% 7% 1%
Trendera
Fox Home Entertainment153 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
PLATFORMS THEY FIND NEW PRODUCTS ON
For each of the following statements, please select the platform that best applies: I have purchased something I first saw on this platform (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Facebook 23% 23% 22% 25% 17% 26% 21% YouTube 14% 18% 10% 9% 19% 15% 11% Instagram 11% 11% 12% 4% 18% 14% 6% Snapchat 4% 5% 3% 3% 7% 5% 2%
Trendera
Fox Home Entertainment154 STATISTICS
SPONSORED CONTENT ON INSTAGRAM
Which, if any, of the following describes your feelings about seeing sponsored posts in your Instagram feed? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
I like them 18% 23% 14% 16% 21% 22% 12% I neither like nor dislike them 18% 14% 22% 21% 20% 19% 15% I love them 18% 23% 12% 14% 17% 25% 11% I intentionally scroll past them 12% 9% 16% 18% 16% 11% 9% I can't stand them 8% 8% 8% 8% 10% 9% 6% I don't notice them 6% 5% 7% 8% 6% 6% 5% They seem chosen specifically for 5% 4% 6% 6% 7% 5% 4% me They seem totally random and not 4% 3% 6% 4% 6% 5% 3% relevant to me
Trendera
Fox Home Entertainment155 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
HOW THEY DESCRIBE THEIR PERSONAL BRAND
How would you describe your personal brand? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Positive Active Relaxed Positive Active Active Positive
Relaxed Positive Positive Relaxed Positive Positive Relaxed
Active Smart Active Active Smart Relaxed Active
Smart Relaxed Smart Cool Cool Smart Independent
Creative/ Confident Confident/Cool Fun/Creative Smart Confident Smart Confident
Trendera
Fox Home Entertainment156 STATISTICS
WHAT INFLUENCES THEIR BRAND PREFERENCE
What makes you prefer one brand over another? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Quality 54% 51% 57% 40% 53% 52% 60% Price 52% 44% 60% 54% 44% 52% 58% Have purchased the brand in the 37% 28% 45% 36% 37% 31% 42% past Great customer service 31% 28% 34% 24% 23% 32% 37% Loyalty program/rewards 27% 21% 33% 22% 22% 29% 31% My friends like it 17% 16% 18% 30% 22% 17% 9% Creative marketing 14% 14% 15% 17% 18% 14% 10% Commitment to ethics 13% 12% 14% 6% 12% 16% 13% Cool company culture 13% 15% 10% 9% 17% 14% 10% Strong sense of purpose from the 11% 13% 10% 8% 8% 14% 11% company Social media influencers like it 9% 9% 8% 12% 13% 7% 5% Stance on controversial issues 8% 8% 7% 7% 7% 10% 7% Interesting social media content 7% 8% 6% 7% 10% 9% 3% Political affiliation 6% 8% 4% 2% 5% 8% 6% Celebrities like it Trendera6% 7% 4% 7% 8% 6% 2%
Fox Home Entertainment157 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
STATEMENTS ON BRANDS
Which, if any, of the following statements about brands do you agree with? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 I would pay more for a product with 26% 23% 29% 21% 23% 26% 30% a brand name I like and trust I prefer to buy a product with a 25% 24% 26% 18% 28% 25% 25% brand name I recognize Brands shouldn't make political 19% 20% 19% 13% 19% 16% 25% statements I am more likely to check out a brand I know a lot of other people 19% 16% 22% 16% 26% 18% 16% like Brands have a responsibility to 18% 17% 19% 16% 19% 19% 16% create positive change in the world I consider myself passionate about 17% 15% 19% 11% 20% 17% 17% the brands I love I don't like wearing brand logos 17% 15% 19% 11% 12% 19% 20% I like wearing brand logos 14% 16% 12% 12% 20% 15% 10% I like being a part of the creative 13% 14% 11% 10% 12% 14% 12% process with brands I am less likely to try a brand that is 12% 11% 12% 6% 15% 14% 10% too popular I wish brands treated me like a 12% 12% 11% 14% 14% 12% 9% friend instead of a customer It would be cool to be featured on a social media account of a brand I 11% 10% 12% 10% 19% 11% 6% love Trendera Brands ask consumers to do too 11% 9% 13% 9% 12% 11% 11% much for a reward Brands don't take people my age 9% 12% 7% 8% 13% 10% 7% seriously enough I want brands to use information about me to give me better product 9% 11% 8% 6% 12% 9% 9% recommendations I can tell if a brand is for me by 9% 11% 7% 6% 11% 11% 7% what they do on social media
Fox Home Entertainment158 STATISTICS
CAUSES THEY WANT BRANDS TO SUPPORT
Which, if any, of the following causes do you want to see your favorite brands support? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Education 35% 29% 41% 46% 33% 35% 34% Homelessness 28% 26% 30% 31% 29% 23% 31% Freedom of speech 28% 27% 28% 26% 34% 27% 24% Global warming 27% 26% 28% 27% 28% 27% 26% Mental Health 26% 21% 31% 24% 26% 28% 25% Gun control 22% 22% 21% 17% 25% 21% 22% LGBTQ rights 19% 16% 23% 18% 26% 19% 15% Religious freedom 19% 18% 20% 16% 21% 20% 18% Black Lives Matter 18% 17% 18% 17% 24% 17% 13% Marijuana Legalization 17% 17% 17% 14% 20% 20% 12% Feminism 15% 10% 21% 13% 21% 15% 13% Net Neutrality 13% 13% 13% 12% 16% 17% 9% DACA/Immigration reform 13% 11% 15% 9% 16% 14% 11% Government-funded Healthcare 13% 10% 15% 11% 13% 12% 13% Veganism/Animal cruelty 12% 9% 14% 11% 15% 10% 12% Gender Identity Trendera10% 8% 13% 11% 13% 10% 9% Affirmative Action 7% 5% 8% 8% 6% 6% 7%
Fox Home Entertainment159 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
BRANDS AND CONTROVERSIAL ISSUES
When it comes to controversial issues... (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Brands should stick with their core beliefs even if it goes against 39% 38% 39% 37% 42% 39% 36% popular opinion
Brands shouldn't react at all, because they should not be 23% 19% 27% 26% 20% 21% 25% involved in social issues
Brands should react based on 17% 22% 12% 13% 17% 24% 11% popular opinion
Brands should react based on what 17% 20% 13% 13% 19% 19% 13% their most loyal consumers think
Brands shouldn't react at all, because they'll probably offend 13% 12% 13% 14% 14% 12% 12% someone Trendera
Fox Home Entertainment160 STATISTICS
MARKETING THAT INTERESTS THEM
Which, if any, of the following types of marketing makes you more interested in a brand? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 Recommendations from people I 28% 23% 34% 24% 28% 27% 31% know Ads on TV 28% 30% 25% 30% 26% 23% 33% Customer opinions posted online 21% 16% 26% 19% 24% 21% 20% Emails I signed up for 18% 16% 21% 14% 18% 20% 18% Ads on social networks 14% 12% 15% 14% 21% 13% 9% Branded websites 13% 14% 13% 13% 15% 13% 12% Online video ads 12% 16% 9% 17% 14% 12% 10% Ads before movies 12% 13% 10% 11% 13% 13% 10% Ads in magazines 11% 11% 11% 8% 15% 11% 10% Clever infomercials 11% 12% 9% 14% 12% 13% 7% TV program product placement 10% 12% 7% 8% 11% 11% 8% Ads on radio 9% 11% 7% 12% 8% 9% 8% Online banner ads 9% 10% 7% 9% 8% 11% 7% Brand sponsorships 9% 11% 6% 10% 10% 9% 7% Ads in newspapers 8% 8% 7% 6% 9% 8% 7% Billboards and other outdoor 7% 7% 7% 10% 9% 6% 6% advertising Trendera Ads served in search engine results 6% 8% 4% 9% 6% 8% 4% Display ads on mobile devices 6% 6% 6% 4% 11% 8% 2% Editorial content (ex: newspaper 6% 6% 6% 5% 6% 8% 4% articles) Popup shops 6% 5% 7% 7% 6% 7% 3% Text ads on mobile phones 5% 6% 4% 7% 6% 6% 3% Hotels 4% 6% 3% 6% 4% 6% 3% Fox Home Entertainment161 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
BRANDS THEY LOVE
For each of the following brands, check which statements apply: Summary - Love it (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Amazon Amazon Amazon Amazon Amazon Amazon Amazon
Hershey Hershey Hershey Hershey Hershey Oreo Hershey
Oreo Nike Target Nike Nike Hershey Oreo
Nike Oreo Apple Oreo Oreo Target Coca-Cola
Coca-Cola adidas Oreo Subway Apple Nike Nike
FULL LIST: Trendera adidas, Amazon, Anthropologie, Apple, Barnes & Noble, Burger King, Capital One, Carl’s Jr, Chipotle, Coca- Cola, Costco, Dominos, Doritos, eBay, Forever 21, Gap, GoPro, H&M, Heineken, Hershey, IKEA, La Croix, Lyft, Macy’s, Mastercard, McDonald’s, Microsoft, Nike, Nintendo, Nordstrom, Old Spice, Oreo, Patagonia, Pepsi, Pizza Hut, Playstation, Pottery Barn, Red Bull, Samsung, Sephora, Starbucks, Subway, Supreme, Taco Bell, Target, Topshop, Uber, Ulta, Under Armour, Urban Outfitters, Walmart, Warby Parker, Wendy’s, West Elm, Whole Foods, Xbox, Zara
Fox Home Entertainment162 STATISTICS
BRANDS GETTING MORE POPULAR
For each of the following brands, check which statements apply: Summary - More popular than it used to be (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Lyft Lyft Lyft Uber Lyft Lyft Lyft
Uber Whole Foods Uber Lyft Uber Whole Foods Uber
Whole Foods Capital One Whole Foods Whole Foods Whole Foods Uber Whole Foods
Capital One Uber Under Armour IKEA Under Armour Capital One Under Armour
Under Armour IKEA IKEA Ulta Sephora Costco Capital One
FULL LIST: Trendera adidas, Amazon, Anthropologie, Apple, Barnes + Noble, Burger King, Capital One, Carl’s Jr, Chipotle, Coca- Cola, Costco, Dominos, Doritos, eBay, Forever 21, Gap, GoPro, H&M, Heineken, Hershey, IKEA, La Croix, Lyft, Macy’s, Mastercard, McDonald’s, Microsoft, Nike, Nintendo, Nordstrom, Old Spice, Oreo, Patagonia, Pepsi, Pizza Hut, Playstation, Pottery Barn, Red Bull, Samsung, Sephora, Starbucks, Subway, Supreme, Taco Bell, Target, Topshop, Uber, Ulta, Under Armour, Urban Outfitters, Walmart, Warby Parker, Wendy’s, West Elm, Whole Foods, Xbox, Zara
Fox Home Entertainment163 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
BRANDS GETTING LESS POPULAR
For each of the following brands, check which statements apply: Summary - Less popular than it used to be (Select one for each)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Warby Parker Topshop Warby Parker Warby Parker Warby Parker Warby Parker Topshop
Topshop Warby Parker West Elm West Elm West Elm Topshop Warby Parker
West Elm Anthropologie Topshop Topshop Anthropologie West Elm Supreme
Anthropologie Zara Supreme Anthropologie Topshop Supreme Zara
Supreme West Elm Carl's Jr Supreme Carl's Jr Zara West Elm
FULL LIST:
adidas, Amazon, Anthropologie,Trendera Apple, Barnes & Noble, Burger King, Capital One, Carl’s Jr, Chipotle, Coca- Cola, Costco, Dominos, Doritos, eBay, Forever 21, Gap, GoPro, H&M, Heineken, Hershey, IKEA, La Croix, Lyft, Macy’s, Mastercard, McDonald’s, Microsoft, Nike, Nintendo, Nordstrom, Old Spice, Oreo, Patagonia, Pepsi, Pizza Hut, Playstation, Pottery Barn, Red Bull, Samsung, Sephora, Starbucks, Subway, Supreme, Taco Bell, Target, Topshop, Uber, Ulta, Under Armour, Urban Outfitters, Walmart, Warby Parker, Wendy’s, West Elm, Whole Foods, Xbox, Zara
Fox Home Entertainment164 STATISTICS
FAVORITE CLOTHING RETAILERS
What are some of your favorite clothing retailers? (Select up to three)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Kohl's Amazon Kohl's Under Armour Kohl's Amazon Kohl's
Amazon Nike Target Kohl's Nike Target Walmart
Walmart Walmart Walmart Target Forever 21 Kohl's Amazon
Target Kohl's Amazon Old Navy Amazon Walmart JC Penney
Nike/ JC Under Armour Old Navy Amazon adidas Nike Target/Macy’s Penney
FULL LIST:
Abercrombie & Fitch, adidas,Trendera Amazon, Anthropologie, ASOS, Barneys New York, Bloomingdale’s, Coach, Converse, eBay, Express, Foot Locker, Forever 21, Free People, Gap, H&M, J. Crew, JC Penney, KITH, Kohl’s, L.L. Bean, Levi’s, Lululemon, Macy’s, Madewell, Nasty Gal, Neiman Marcus, Nike, Nordstrom, North Face, Old Navy, Pac Sun, Patagonia, Planet Blue, Quiksilver, R.E.I., Reformation, Revolve, Ross, Supreme, Target, TJ Maxx, Topshop, Under Armour, Uniqlo, Urban Outfitters, VANS, Victoria’s Secret, Walmart, Warby Parker, Zappos, Zara
Fox Home Entertainment165 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
FAVORITE FOOD AND BEVERAGE BRANDS
What are some of your favorite food/beverage brands? (Select up to three)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Coca-Cola Coca-Cola Hershey Gatorade Gatorade Gatorade Coca-Cola
Gatorade Gatorade Coca-Cola Coca-Cola Coca-Cola Coca-Cola Hershey
Hershey Pepsi Starbucks Starbucks Hershey Starbucks Pepsi
Starbucks Hershey Gatorade Pringles Starbucks Hershey Starbucks
Pepsi Starbucks Pepsi Hershey Pringles Pepsi M&Ms
FULL LIST: Trendera Aquafina, Bob Mills, Budweiser, Butterfinger, Campbells, Cheerios, Cheetos, Cheez-It, Chewy, Chips Ahoy!, Coca-Cola, Corona, Crunch, Dannon, Dasani, Digiorno, Dole, Doritos, Dove, Dr Pepper, Dreyer’s, Fanta, Gatorade, General Mills, Heineken, Heinz, Hershey, Hot Pocket, Kellogg, Kit Kat, Kraft, La Croix, Lay’s, Lean Cuisine, Life Saver, Lipton, M&Ms, Mars, Mountain Dew, Nabisco, Nestle, Oreo, Pepsi, Perrier, Pop Tarts, Pringles, Quaker, Rice Krispies, Skinny Pop, Smartwater, Smuckers, Snapple, Snickers, Special K, Sprite, Starbucks, Stella Artois, Stouffer’s, Tostitos, Tropicana, Twix, Tyson, Vitaminwater
Fox Home Entertainment166 STATISTICS
THOUGHTS ON POWERFUL COMPANIES
Which company is going to dominate the world in 25 years? (Select one)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Amazon 59% 55% 63% 62% 55% 60% 60% Apple 14% 11% 16% 16% 18% 12% 11% Google (Alphabet) 10% 13% 7% 11% 10% 12% 9% Facebook 7% 9% 6% 6% 7% 9% 6% Space X 4% 5% 3% 2% 4% 2% 6% NASA 3% 2% 3% 1% 3% 3% 3%
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Fox Home Entertainment167 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WOULD YOU RATHER...
INHERIT A LOT OR EARN IT OF MONEY YOURSELF
Total 54% 46%
Males 50% 50%
Females 57% 43%
GEN Z 60% 40% (8-12) GEN Z 48% 52% (13-23)
GEN Y 53% 47%
GEN X 57% 43%
SPEND MONEY SPEND MONEY ON A OR ON A COOL LUXURY ITEM EXPERIENCE
Total 22% 78%
Males 28% 72% FemalesTrendera16% 84% GEN Z 22% 78% (8-12) GEN Z 18% 82% (13-23)
GEN Y 24% 76%
GEN X 24% 76%
Fox Home Entertainment168 STATISTICS
WOULD YOU RATHER...
YOUR FRIENDS YOUR FRIENDS GIVE YOU POSTS OR GIVE YOU PRESENTS FOR YOUR BIRTHDAY FOR YOUR BIRTHDAY
Total 26% 74%
Males 29% 71%
Females 23% 77%
GEN Z 25% 75% (8-12) GEN Z 22% 78% (13-23)
GEN Y 29% 71%
GEN X 25% 75%
GIVE UP YOUR OR GIVE UP YOUR FAVORITE FOOD FAVORITE TV SHOW
Total 31% 69%
Males 33% 67% FemalesTrendera28% 72% GEN Z 28% 72% (8-12) GEN Z 27% 73% (13-23)
GEN Y 37% 63%
GEN X 28% 72%
Fox Home Entertainment169 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WOULD YOU RATHER...
ONLY BUY THINGS ONLY BUY THINGS ONLINE FOR THE OR IN-STORE FOR THE REST REST OF YOUR LIFE OF YOUR LIFE
Total 48% 52%
Males 54% 46%
Females 43% 57%
GEN Z 54% 46% (8-12) GEN Z 45% 55% (13-23)
GEN Y 52% 48%
GEN X 45% 55%
NEVER HAVE OR NEVER HAVE TO TO WORK AGAIN WORK OUT AGAIN
Total 65% 35%
Males 69% 31% FemalesTrendera60% 40% GEN Z 60% 40% (8-12) GEN Z 62% 38% (13-23)
GEN Y 65% 35%
GEN X 68% 32%
Fox Home Entertainment170 STATISTICS
WOULD YOU RATHER...
THE WORLD BE THE WORLD BE TAKEN OVER OR TAKEN OVER BY GOOGLE BY FACEBOOK
Total 79% 21%
Males 78% 22%
Females 79% 21%
GEN Z 79% 21% (8-12) GEN Z 77% 23% (13-23)
GEN Y 80% 20%
GEN X 79% 21%
EAT A MEAL OUT SEE A MOVIE OR WITH FRIENDS WITH FRIENDS IN THEATERS
Total 70% 30%
Males 64% 36% FemalesTrendera75% 25% GEN Z 64% 36% (8-12) GEN Z 60% 40% (13-23)
GEN Y 74% 26%
GEN X 73% 27%
Fox Home Entertainment171 THE TRENDERA FILES: CONSUMER HABITS & SPENDING
WOULD YOU RATHER...
WATCH A MOVIE WATCH A MOVIE AT HOME OR IN THE THEATER WITH FRIENDS WITH FRIENDS
Total 58% 42%
Males 54% 46%
Females 62% 38%
GEN Z 47% 53% (8-12) GEN Z 54% 46% (13-23)
GEN Y 63% 37%
GEN X 59% 41%
GIVE UP GIVE UP YOUR OR YOUR PHONE COMPUTER
Total 41% 59%
Males 50% 50% FemalesTrendera32% 68% GEN Z 33% 67% (8-12) GEN Z 37% 63% (13-23)
GEN Y 44% 56%
GEN X 43% 57%
Fox Home Entertainment172 STATISTICS
WOULD YOU RATHER...
OWN A HOUSE OR OWN A CAR
Total 76% 24%
Males 76% 24%
Females 76% 24%
GEN Z 72% 28% (8-12) GEN Z 68% 32% (13-23)
GEN Y 79% 21%
GEN X 79% 21%
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