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Brief Published: 30 Nov 2015

Demographics Not What They Seem

Gen Z most enjoy listening to music and reading in their spare time

Today's global consumers are overthrowing preconceived ideas of the demographic groups they belong to, according to a November 2015 report from US market research firm Nielsen. The research showed that many older people are choosing a lifestyle driven by technology, whereas younger people are embracing a more traditional approach to life. Other highlights include:

  • Conventional Youth: Gen Z (aged 15 to 20, according to the report) most enjoy listening to music and reading in their spare time. Some 23% prefer TV as a leisure pursuit and only 17% like to spend time reviewing social media.

  • Digital Distractions: Boomers (aged 50 to 64) are most likely to be distracted by their tech devices during mealtimes. Some 52% admit to being constantly connected while eating, compared with 40% of millennials (aged 21 to 34) and 38% of Gen Z.

  • Young Eat Out: Although they have less time and money than the older cohorts, Gen Z and millennials are the groups most likely to dine out. About six in 10 (58%) millennials eat out at least once a week, whereas boomers are half as likely to do so (29%).

  • Saving & Secure: Around a third of both Gen Z and millennial respondents feel confident in the monthly amount they save and their financial future. Only 23% of Gen X (aged 35 to 49) and boomers alike believe they are financially secure. 

For more on how traditional consumer groups are changing, see SXSWi 2015: Dissolving Demographics and Millennial: Who, Me?