CivicScience continually tracks current and anticipated consumer trends. Here are three key insights marketers should know this week. All insights are derived from the CivicScience Social | Political | Economic | Cultural (SPEC) Report, a weekly report available to clients covering the latest news and insights. Start here to learn more about the report and how to access the insights we don’t publish.
1. Nearly 2-in-5 fans of live sports would be more likely to watch if games were available on streaming services rather than cable TV.
Netflix will broadcast live football games on Christmas for the next three years, following a deal with the NFL last month. Certain NHL and NBA games are also available to be streamed on Max. This increased presence on streaming services by leagues comes as CivicScience data reveal that 39% of sports fans are more likely to watch live sports if they are available on popular streaming services rather than cable TV, though 29% say the change would make them less likely to watch.
Half or more of Gen Z adult and Millennial respondents would be more likely to watch sports if they were shown on streaming platforms. Conversely, 47% of Baby Boomers would be less likely to watch if games were available through streaming instead of cable TV.
2. Clothing and electronics lead as the top items consumers use buy now, pay later services to purchase.
One-third of U.S. adults report having used a buy now, pay later (BNPL) service within the past six months. While this largely aligns with general usage data from just under a year ago, the 2023 holiday season ballooned debt concerns among those users. Among BNPL users in the last six months, new data show these services were most commonly utilized for purchasing clothing, accessories, and electronics. Consumers from lower-income households are more inclined to use BNPL services for groceries or electronics, whereas those from higher-income households tend to use them for travel expenses or furniture.
3. Men and Gen X are most likely to believe a woman will be elected president of the United States in their lifetime.
Mexico recently made history by electing its first woman president. According to new CivicScience polling, a majority of Americans (58%) believe that a woman will be elected to the office of the president of the United States in their lifetimes. However, opinions vary by gender and age group – men and Gen X-ers are more likely to believe in the likelihood of the U.S. electing a female president in their lifetime.
Weigh in: Do you think there will be a female U.S. president elected in the next decade?
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