Acumen Insights

Media is changing fast, but young people are changing faster.

Acumen Insights is our research and insights portal that features the best studies and articles from recognized leaders and publications in the youth space. It’s purpose is to be a central location for our partners to access the best youth research available—enabling them to make informed marketing decisions and stay relevant to today’s young audiences.

February 28, 2018 in Acumen Insights

Younger Adults More Likely to Share Streaming Accounts

Morning Consult conducted a survey of 2,200 adults on subscriptions and streaming services like Netflix and Hulu. The results revealed that contrary to popular belief, most people (63 percent) do…

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February 28, 2018 in Acumen Insights

Understanding Teen Smartphone Habits

Various surveys, as reported in eMarketer, have examined the use of smartphones by teen internet users. Research by eMarketer found that 79 percent of 12- to 17-year-olds used smartphones.  This…

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February 28, 2018 in Acumen Insights

Teens on YouTube Complain About Too Many Ads

A survey by Forrester Research, as reported by eMarketer, examined teen social media use and perceptions of ads.  Teens ages 12 to 17 were asked which social media platform they…

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February 2, 2018 in Acumen Insights

Millennial Spending Habits

Bank of America conducted a survey of 1,500 respondents ages 18-71. The researchers were particularly interested in the financial habits of Millennials (ages 23-37). The researchers found that despite the…

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February 2, 2018 in Acumen Insights

Gen Z and Millennials in the Workplace

Adecco conducted a survey of 1,001 U.S. students that are currently in college or recently graduated and within the ages of 18-24. The students were asked about their concerns for…

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February 2, 2018 in Acumen Insights

Consumer Hyper-Relevance and Trust

Research from Accenture Strategy as reported in AdWeek surveyed 24,877 people across 33 countries to determine how much personal information they would provide to companies to deliver a personalized brand…

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January 19, 2018 in Acumen Insights

Global Centennials and Consumer Behavior

Centennials have already eclipsed Millennials as the global cohort influencing trends and driving industries. Research by Kantar Futures examined the consumer behavior of Centennials. Centennials make up 35 percent of…

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January 19, 2018 in Acumen Insights

Affluent Consumers’ Engagement with Brands

Global Web Index conducted research on the brand engagement habits of affluent consumers. The sample comprised of 126 affluent male and female consumers. Respondents were between the ages of 16…

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January 19, 2018 in Acumen Insights

Generation Z and Music Sales Decline

A report by Nielsen Soundscan revealed that Generation Z individuals are not buying music like other generations are. Instead, they are turning to YouTube. Most of these individuals said that…

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December 15, 2017 in Acumen Insights

How Millennials Want to Work

Gallup conducted research on how Millennials compare to other generations in the workplace. The researchers found that Millennials are the least engaged in the workplace. Only 29 percent said that…

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December 15, 2017 in Acumen Insights

Three Strategies for Marketing to Millennials

Simmons research conducted a study that examines the attitudes, behaviors, and motivations when it comes to personal finance across generations. The researchers were particularly interested in how Millennials compare to…

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December 15, 2017 in Acumen Insights

The Current State of the Hispanic-American Consumer

Simmons Research conducted a study on Hispanic consumers in the United States. The research revealed that discretionary spending among Hispanics outpaces that of non-Hispanics. In fact, Hispanic households account for…

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December 5, 2017 in Acumen Insights

Centennials at Work

Today, many Centennials either have or are looking for part-time jobs and internships. Many are at the cusps of starting their new careers. Research by Kantar Futures explored how Centennials…

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December 5, 2017 in Acumen Insights

How Millennial & Gen Z Women Shop When They Splurge

As reported in Adweek, Clique conducted a national survey of women ages 14 to 36 (Gen Z and Millennials). The researchers were interested in when women of these generations made…

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December 5, 2017 in Acumen Insights

Discussion of Groceries on Social Media

Crimson Hexagon conducted a social media analysis of trends in the consumer packaged good (CPG) industry. They examined the frequency and nature of consumer conversations about groceries and dietary trends….

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November 19, 2017 in Acumen Insights

Discussion of Beauty Products on Social Media

Crimson Hexagon conducted a social media analysis of trends in the consumer packaged goods (CPG) industry. They examined the frequency and nature of cosmetic and beauty product discussion on social…

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November 19, 2017 in Acumen Insights

Gen Z Financially Savvy

Research from Raddon as reported in BusinessWire examined financial behaviors and preferences of Generation Z. The researchers surveyed 2,500 high school students ages 16-18. The researched revealed that Gen Z…

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November 19, 2017 in Acumen Insights

Gen Z, Millennials and their Phones

Research by LivePerson examined the personal digital behaviors and habits, preferences, views on smartphones, and digital etiquette of young consumers. The researchers surveyed 4,013 18- to 34-year olds across the…

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October 30, 2017 in Acumen Insights

Five Facts About Millennial Households

Millennials are the largest living generation. Given this, millennial-run households are becoming pervasive. Pew Research Center conducted research of millennial households given that many economic and spending decisions revolve around…

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October 30, 2017 in Acumen Insights

Marketing via Social Media Platforms Across Generations

Research by Yes Lifecycle Marketing surveyed 1,000 consumers across different generations about product marketing and purchasing behavior via social media platforms. Centennials and Millennials were the generations most influenced to…

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October 30, 2017 in Acumen Insights

Marketing via Email Across Generations

Research by Yes Lifecycle Marketing surveyed 1,000 consumers across different generations about product marketing and purchasing behavior via email. Approximately two-thirds (68 percent) of consumers surveyed made a purchase in…

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October 20, 2017 in Acumen Insights

Millennial Digital Music and Digital Communication Trends

Nielsen’s Millennials on Millennials Report examined the digital music and digital communication trends of persons age 18 to 34. The researchers found that Millennials continue to spend more time on…

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October 20, 2017 in Acumen Insights

Mobile Gameplay Across Generations

Research conducted by AdColony in their Consumer Sentiment Survey examined mobile gameplay behavior amongst various generations.  They asked respondents questions about mobile preferences and behavior. The researchers found that 29…

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October 20, 2017 in Acumen Insights

Teen Brand Preferences and Media Consumption

Piper Jaffray surveyed 6,100 teens in 44 U.S. states. The researchers asked about their favorite brands, restaurants, social media platforms, and daily video consumption. The top clothing brands for teens…

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October 9, 2017 in Acumen Insights

What Do and Don’t Gen Zers Want When Shopping?

Ayden conducted a survey of 2,010 U.S. consumers in an attempt to understand what Generation Z individuals favor and do not favor when it comes to shopping. Gen Z shoppers…

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October 9, 2017 in Acumen Insights

Why Do Millennials Move?

Research by StorageMart as reported in the New York Post examined reasons for moving amongst 2,000 Millennials. The research revealed that six in ten Millennials moved out of their home…

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October 9, 2017 in Acumen Insights

Stress & Sleep Amongst Millennials

Research by Mattress Firm as reported in the New York Post examined stress and sleep in 2,000 Millennials. The researchers were interested in the most common worries plaguing Millennials. They…

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September 29, 2017 in Acumen Insights

Millennials Paving New Path for Mobility

ReportLinker conducted research on 582 online respondents to examine awareness and perceptions of mobility services. Respondents were first asked about which shared mobility services they know. When asked without aids,…

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September 29, 2017 in Acumen Insights

Differences in Shopping Between Gen Z and Millennials

Accenture conducted research on 10,000 respondents in 13 countries. They surveyed Gen Z (ages 18-20), young Millennials (age 21s-27), and older Millennials (ages 28-37). The researchers found that Gen Z…

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September 29, 2017 in Acumen Insights

Saving for Retirement Major Stress for Millennials & Others

Schwab Retirement Services conducted a national survey of 1,000 401(k) plan participants. The researched revealed that building adequate retirement savings was the most significant source of stress for respondents (40…

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September 22, 2017 in Acumen Insights

Generation Z & Millennial Brand Loyalty

Research by CrowdTwist examined the differences between Generation Z and Millennials in terms of brand loyalty. A survey was conducted with 790 North American consumers aged 18 to 37. Respondents…

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September 22, 2017 in Acumen Insights

Millennial Concerns About the Economy & Country

According to research by the Economic Innovation Group (EIG), Millennials are highly concerned about the state of the economy and the direction of the country. Nearly three in ten Millennials…

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September 22, 2017 in Acumen Insights

Marketer Experiences Working with Influencers

Research by TapInfluence examined various dimensions of influencer marketing. The researchers conducted an anonymous online questionnaire of 102 marketers that work with influencers to gain a different perspective on influencer…

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September 15, 2017 in Acumen Insights

Influencer Marketing Engagement, Inspiration and Challenges

Research by TapInfluence examined various dimensions of influencer marketing. The researchers conducted an anonymous online questionnaire of 1,753 influencers. Influencers were first asked what they love about their work and…

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September 15, 2017 in Acumen Insights

Millennial Views on Privacy and Security

Research conducted by Fluent examined generational differences in views on data privacy and security. The researchers surveyed 2,960 adult U.S. residents aged 18 and older. A total of 1,769 individuals…

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September 15, 2017 in Acumen Insights

Social Media Use Amongst African-Americans

Research conducted by Nielsen examined the social media behaviors of African-Americans, non-Hispanic Whites, and the total population. They revealed that Black Millennials (age 18-34) are extensive users of digital platforms…

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September 15, 2017 in Acumen Insights

Top and Fast-Growing Mobile Apps Across and Between Generations

A comScore survey examined mobile trends of respondents over the age of 13. The research revealed that the 25 most used mobile apps were dominated by the largest companies. The…

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September 8, 2017 in Acumen Insights

Multicultural Millennial Media Consumption

Research by Buzz Marketing Group examined the media consumption of multicultural Millennials. They surveyed 400 adult men and women (ages 21-36) from various racial groups including: African American (32 percent),…

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September 8, 2017 in Acumen Insights

Millennial Views on College

According to research by the Economic Innovation Group (EIG), Millennials are conflicted about college. They wonder if it will truly pay off for them. Just over half (53 percent) of…

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September 8, 2017 in Acumen Insights

Holiday Channel Preferences Unique to Centennials

Visiting brand websites is extremely popular, particularly during the holiday season. According to research by Yes Lifecycle Marketing, 40 percent of consumers across all generations reported visiting a brand website…

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August 30, 2017 in Acumen Insights

Three Auto Trends That Are Reshaping Marketing

Research by Think with Google examined shifts in the automotive industry using search and consumer survey data. The first shift that the researchers uncovered is that people who use car-sharing…

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August 30, 2017 in Acumen Insights

Shopper Profiles by Generation

Research by Yes Lifecycle Marketing surveyed over 1,000 individuals across generations to determine how to reach and engage shoppers. Centennials (under the age of 21) are digital natives that want…

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August 30, 2017 in Acumen Insights

Generational Receptivity to Ads

Research by Kantar Millward Brown examined generational differences in ad receptivity. The results revealed that individuals respond better to bite-sized bits of information in ads. The is particularly the case…

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August 30, 2017 in Acumen Insights

Mobile App User Habits

A comScore survey examined mobile trends of respondents over the age of 13. The research revealed that people are not downloading a lot of mobile apps. In fact, nearly half…

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August 22, 2017 in Acumen Insights

Is There Truly a Gender Gap in Car Shopping?

The Hypothesis Group conducted a survey to better understand behavior while shopping for a car. The sample consisted of 3,129 individuals (male and female). Overall, the researchers found that men…

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August 22, 2017 in Acumen Insights

Understanding Millennial Snackers

Research by FutureCast examined snacking behaviors across generations. The research revealed that snacking is popular amongst most Americans. Specifically, 94 percent of Americans reported snacking at least once per day….

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August 22, 2017 in Acumen Insights

How Does Gen Z Shop?

Euclid Analytics conducted a study to examine trends in brick-and-mortar and online shopping, likes and dislikes about in-store shopping, and the impact of smartphones on the in-store shopping experience. They…

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August 22, 2017 in Acumen Insights

Gender Differences in Technology Use for Shopping

Euclid Analytics conducted research to analyze the relationship between gender and the use of in-store technology while shopping. They conducted two separate surveys of 1,500 U.S. consumers. For the first…

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August 15, 2017 in Acumen Insights

Millennials & Chatbots

Retale, a technology company, conducted a research study examining chatbot adoption and experiences amongst Millennials. Chatbots were defined as software and computer programs that mimic human conversation using artificial intelligence….

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August 15, 2017 in Acumen Insights

How Different Generations Shop

Dealspotr conducted a survey of 300 shoppers across various generations to understand their fashion shopping habits. The study examined the behaviors of Generation Z (ages 20 years and younger), Millennials…

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August 15, 2017 in Acumen Insights

Gen Z Content Consumption & Brand Engagement

Leflein Associates partnered with Fullsceen Media to conduct a quantitative national online survey and ethnographic interviews with Gen Z (ages 13-17) and Millennials (ages 18-34). The two generations differ greatly…

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August 11, 2017 in Acumen Insights

Millennial Viewing Behavior and Perceptions of Social Influencers

Nielsen’s Millennials on Millennials research examined the evolving media habits of this pivotal generation. The research revealed three key trends. The first of these trends is that Millennials love TV-connected…

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August 11, 2017 in Acumen Insights

Recent Changes in Media Consumption

Deloitte’s Digital Democracy Survey examined the generational media consumption habits of U.S. consumers. The first major trend that the research revealed was the breaking away from traditional TV. Streaming is…

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August 11, 2017 in Acumen Insights

How Do Different Generations Interact on Social Media?

Sprout Social surveyed 1,000 Millennials (ages 18-34), Gen Xers (ages 34-54), and Baby Boomers (ages 55+) to understand how each generation engages with brands on social. This research found that…

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July 31, 2017 in Acumen Insights

Millennials and Luxury Brands

According to a YPulse survey, young people (age 13 to 34) view luxury brands differently from their predecessors. They find them less appealing—81 percent agreed that “showing off expensive things…

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July 31, 2017 in Acumen Insights

Use of Social Media for Information on Brands Across Generations

BlueCore conducted an online survey of 1,174 consumers who made an online purchase within the past three months. These consumers included: Generation Z (born 1995-2016), Millennials (born 1980-1995), Generation X…

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July 31, 2017 in Acumen Insights

Millennial Perceptions of Job Opportunities

Research conducted by JobApplicationCenter.com surveyed 2,059 U.S. residents about their perceptions of employment and the job search process. Millennials are less likely to expect to stay in a position for…

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July 17, 2017 in Acumen Insights

Millennials Shaking up the Workplace

Many believe that Millennials are lazy compared to other generations. However, that is not the case at all. Research by Accel and Qualtrics revealed that they are just different—they question…

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July 17, 2017 in Acumen Insights

Love of Technology Amongst Millennials

Even today’s oldest Millennials have had access to the internet and technology since high school. Research by Accel and Qualtrics explored how technology permeates the lives of Millennials today. They…

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July 17, 2017 in Acumen Insights

Millennials and Personal Relationships

Millennials are connected 24/7 through social media. As a result, they may have thousands of friends. And they are constantly in touch with these people. Research by Accel and Qualtrics…

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July 17, 2017 in Acumen Insights

Optimism in Millennials

Millennials tend to be one of the most optimistic generations. Research by Accel and Qualtrics examined optimism across the millennial generation. When it comes to gender, millennial men are 60…

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July 11, 2017 in Acumen Insights

Millennials Going Rogue Politically

Millennials are highly dependent thinkers and politically pragmatic. Research by Accel and Qualtrics examined how Millennials view politics. When it comes to politics, Millennials are mavericks. A little over 40…

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July 11, 2017 in Acumen Insights

What Separates Millennials from Other Generations?

It is often said that Millennials are extremely different from generations before. They value accomplishment over time logged, yoga pants over jeans, and inclusion over exclusion. Research by Accel and…

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July 11, 2017 in Acumen Insights

How Millennials Make Purchases

Research by Accel and Qualtrics examined the purchasing habits of Millennials. Although many believe that Millennials are only online shoppers, this research revealed that millennial shopping behavior is diverse. When…

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July 11, 2017 in Acumen Insights

Millennial Views on Gender and Workplace Leadership

Research by Accel and Qualtrics examined how female and male Millennials are perceived by their peers in the workplace. When asked who they perceived to be more effective leaders, more…

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May 2, 2017 in Acumen Insights

Millennials and the Mobile Experience

A survey by Osterman Research examined the mobile use, purchase habits, and financial goals of 3,000 smartphone-using Millennials (those aged 18 to 34).  The research revealed several findings: Millennials want…

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May 2, 2017 in Acumen Insights

Teen Purchasing and Media Consumption Habits

Piper Jaffray conducted a survey of 5,500 teens to examine their purchasing and media consumption habits. When it comes to online shopping, Amazon is teens’ favorite website (43 percent). The…

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May 2, 2017 in Acumen Insights

Millennial Views on Economic Vulnerabilities

GenForward, a joint survey between the Black Youth Project at the University of Chicago and the AP-NORC Center, examined perceptions of economic vulnerabilities from a sample of 18- to 30-year-olds. The research…

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May 2, 2017 in Acumen Insights

Women and the Power of Social Influencers

Research by BlogLovin’ examined how and why women engage with influencer content. They surveyed 20,000 digitally-savvy women in North America between the ages of 18 and 49. The most preferred…

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April 12, 2017 in Acumen Insights

Millennials Highly Mobile Travel Shoppers

Research by think with Google examined mobile travel shopping and booking behavior. The research revealed that Millennials are more likely to shop for flights and hotels on their mobile phones….

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April 12, 2017 in Acumen Insights

Millennial Perceptions of Work Martyrs

As reported by Project Time Off, GfK conducted an online survey of adults 19+ who work more than 35 hours a week and receive paid time off from their employers….

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April 12, 2017 in Acumen Insights

Millennials Rejecting Brands for Surprising Reasons

A survey conducted by YouGov and GT Nexus (an Infor Company) examined brand loyalty among Millennials (18- 34 year-olds) in the United States. The survey revealed at 67 percent of…

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April 12, 2017 in Acumen Insights

New Consumer Spending Patterns Amongst Younger Generations

A survey by HRC Retail Advisory as reported in BusinessWire examined shopping habits, attitudes, and influences driving Millennials’ and Generation Z’s purchasing decisions. A total of 31,000 participants in the…

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March 20, 2017 in Acumen Insights

Gen Z Comprised of Tolerant Techies

Research by Nickelodeon as reported by Kidscreen examined the technology habits and behaviors of the Gen Z demographic.  The research revealed that this generation is not an introverted group. Rather,…

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March 20, 2017 in Acumen Insights

Coffee Consumption amongst Millennials

Research conducted by the National Coffee Association examined generational trends in coffee consumption. Over the past eight years, gourmet coffee beverage consumption has soared from 13 percent to 36 percent…

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March 20, 2017 in Acumen Insights

Generational Views on Organic & Genetically Modified Food

Research by Pew Research examined generational differences in attitudes relating to organic produce and genetically modified (GM) food. The results revealed that younger adults are more likely than older ones…

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March 20, 2017 in Acumen Insights

What Separates Gen Z from Other Generations?

Research by Barkley examined the behaviors, attitudes, and motivations of a portion of Gen Z (those aged 15-19) compared to other generations. The results revealed key insights that separate Gen…

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March 13, 2017 in Acumen Insights

Millennials and Hispanics Heaviest Mobile Data Users

Nielsen conducted a survey of 45,000 U.S.-based adult (18+) Android users to examine their data usage habits. The results revealed that Millennials have the heaviest data usage across all generations….

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March 13, 2017 in Acumen Insights

Gen Z Values Technology in the Classroom

Quizlet conducted a survey of 20,000 students and teachers to learn about their views on technology in the classroom. The results revealed that there was a significant difference in how…

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March 13, 2017 in Acumen Insights

Millennials and Vacation Shaming

Vacation shaming refers to feeling guilty or experiencing shame from coworkers when taking a vacation. Research from Enterprise Holdings revealed that Millennials, compared to other generations, are most likely to…

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March 13, 2017 in Acumen Insights

Tweaking Retail Strategy for Millennials

Millennials (or Gen Y) are often stereotyped as being a completely new type of consumer. However, research by Mizuho on 1500 Millennials found that they behave similarly to other demographics….

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February 23, 2017 in Acumen Insights

Male and Female Millennials View Retirement Differently

Schwab Retirement Plan Services, Inc. conducted a nationwide survey of 25- to 35-year olds who participate in a 401(k) plan. The results revealed that millennial men and women approach planning…

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February 23, 2017 in Acumen Insights

Millennial Fulfillment at Work Related to Feedback

A survey conducted by Clutch examined the role of feedback on employee engagement for 428 Millennials, 422 Gen X’ers, and 150 Baby Boomers. The research revealed that Millennials were less…

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February 23, 2017 in Acumen Insights

Is Brand Loyalty Truly Dead?

Research conducted by Facebook attempted to determine if brand loyalty is dead by surveying 14,700 adults in the U.S. The survey revealed that 77 percent of respondents continue to buy…

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February 23, 2017 in Acumen Insights

Cracking the Digital Habits of the Millennial Male

Research conducted by Videology examined media consumption patterns of men aged 18 to 34. The research revealed that millennial men are incredibly digital. Many of them reported that they either…

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February 16, 2017 in Acumen Insights

Millennials Highly Educated but Struggling with Low Wages and Debt

According to research by the Economic Innovation Group (EIG), Millennials are a highly educated demographic group. Approximately 21 percent of millennial males have completed a bachelor’s degree or higher, compared…

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February 16, 2017 in Acumen Insights

Millennial Perceptions of Discrimination and Advantage in the Workplace

GenForward, a joint survey between the Black Youth Project at the University of Chicago and the AP-NORC Center, examined discrimination and advantage from a sample of 18- to 30-year-olds. Of…

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February 16, 2017 in Acumen Insights

Facebook Remains Top Social Media Platform

Pew Research Center conducted a study of 1,520 adults to examine their social media habits online. The research revealed that Facebook continues to be America’s most popular social networking platform…

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February 16, 2017 in Acumen Insights

Messaging Apps Changing the Way We Communicate

A consumer survey conducted by MetrixLab revealed how messaging apps are changing the way we communicate with one another. Metrixlab surveyed 4,000 smartphone users across four countries—the US, the UK,…

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January 30, 2017 in Acumen Insights

Millennials Prefer Texting with Businesses

Research conducted by Open Market surveyed 500 Millennials aged 18 to 34 to examine their texting habits, particularly when it comes to businesses. Millennials are huge texters. Approximately 72 percent…

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January 30, 2017 in Acumen Insights

Millennial Men Myths Busted

The majority of research has focused on millennial women. Knowledge on millennial males has primarily come from old stereotypes. However, today’s male differs greatly from his predecessors. Research conducted by…

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January 30, 2017 in Acumen Insights

Generations Differ In What They Want In a Home

The housing market has many active shoppers from all generations. Realtor.com’s September Home Shoppers Survey revealed that the generations differ greatly in what they look for in a home. Older…

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January 30, 2017 in Acumen Insights

Today’s Women Still Experience Gender Disparities in the Workplace

A joint study by LeanIn.Org and McKinsey & Company surveyed 34,000 employees from 39 different companies. The study found that women are still underrepresented at every level of organizations, with…

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January 4, 2017 in Acumen Insights

Millennial Entrepreneurs Define Success by Work-Life Balance

A study by Xero as reported in Business News Daily found that young business owners do not define success by the amount of money they make.  Rather, they value work-life…

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January 4, 2017 in Acumen Insights

Millennials Prefer Snapchat Over Instagram

A survey by Adweek commissioned by Survata found that Millennials (age 13-34) prefer Snapchat over Instagram. When asked if they could only have one app, what they would choose, 51…

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January 4, 2017 in Acumen Insights

Affluent Millennials Spend Most Time Online

Research by Ipsos as reported in eMarketer found that of individuals from all income levels, the affluent spend the most amount of time on the internet on a regular basis….

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January 4, 2017 in Acumen Insights

All-Natural Beauty Products Most Popular Among Millennials

According to a survey by Kari Gran, of all the age groups, millennial women are most likely to see importance of choosing all-natural beauty products. Specifically, 73 percent of Millennials…

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January 4, 2017 in Acumen Insights

Millennials Have Big Appetites for Video but Little Patience

Millennials have large appetites for video content. According to a TiVO survey, this generation spent at least six hours a day consuming video. Approximately 91 percent of Millennials pay for…

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December 19, 2016 in Acumen Insights

Millennials Would Delete Calling App Over Snapchat

Amongst Millennials, using a phone for making calls is becoming obsolete. A study by LivePerson, as reported in Business Insider, found that this generation hates calling so much they would…

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December 19, 2016 in Acumen Insights

Esports Becoming As Popular As Sports

Viewing esports is becoming a popular replacement for viewing sports on television. Research by newzoo revealed that 76 percent of esports enthusiasts felt that esports viewing was taking away from…

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