Millennial and Gen Z consumers have long been known to seek forms of entertainment that do not require them to spend money. They recognize that, oftentimes, you can have just as much fun participating in a free activity than if you spend money on one. But while free activities remain popular, it goes without saying that younger consumers do spend money on some of their entertainment options. What do they find to be some of the most popular options, and what does this say about their overall entertainment desires?
To help answer these questions, Ypulse did a survey of 1000 men and women between the ages of 13 and 35. They asked the question, “Of all the things that you spend money on for entertainment inside of your home or outside your home, what do you enjoy the most?” The number one response among those surveyed was going out to eat at restaurants. Some of the other top responses were streaming services (such as Netflix, Hulu, and Amazon), going to the movies, travel, concerts, and video games. There was a difference in the top responses for Millennials and Gen Z: Millennials chose restaurants first, but Gen Z prefers going to the movies first and going out to a restaurant second. Most likely, this is due to the perceived formality that Gen Z associates with going out to a restaurant.
What is consistent among all the responses regardless of age or gender is a desire for communal activities. Millennials and Gen Z have moved away from solely screen-based entertainment and are becoming more social people. They have a strong desire for shared experience and want to experience new things with other people, especially their friend group.
While it is no secret that these generations do enjoy their alone time at home, it is also clear that there has been a shift away from screens when it comes to their primary entertainment preferences. Moving forward, brands should focus on messaging that emphasizes a sense of community among consumers and provide Gen Z and Millennials with the opportunity to experience new things with their friends.