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Sleep is a fundamental function of life, but sometimes it can be hard to come by. Where do American sleeping habits stand today, amidst persistent economic uncertainty, an overwhelming percentage of Americans are feeling stressed, and well-being is down from last year (despite a recent uptick). And what sort of impact does the amount of sleep leave have on consumer spending and content consumption?
New CivicScience data reveals that U.S. adults are most likely to report they’re sleeping an average of 6-8 hours per night. However, this percentage is down three percentage points since Q4 of 2024, with a corresponding two-point increase in the percentage who are getting under six hours on average per night, and a slight uptick in those who sleep more than eight hours on average. Millennials aged 30-44 are most likely to report sleeping under 6 hours per night, while Gen Z leads the way in 8+ hours of sleep nightly. Baby Boomers, meanwhile, are the most likely age group to sleep between 6-8 hours a night.
Additional data reveal mixed results regarding how sleep duration factors into well-being. While those getting less than six hours of sleep are more likely to say they feel ‘happy’ than those getting under six hours (52% to 41%), they’re also more likely to say they feel stressed.
Of course, sleep preferences are not one-size-fits-all, and how much sleep people consider to be ‘enough’ varies. When asked whether they believe they get enough sleep, just 10% of Americans said they ‘always’ do, led by Gen Z and Americans 65+. Conversely, 15% of U.S. adults, driven by Gen Xers, ‘never’ get enough sleep.
Cast your vote: What’s the ideal number of blankets for a good night’s sleep?
How Sleep Shapes Consumer Behaviors
While the changes in sleep patterns seen above are not drastic, modest shifts are noteworthy as CivicScience data show that the amount of sleep someone gets also aligns with distinct media habits and shapes spending outlooks and purchases. Here’s how habits differ between those getting less than six hours of sleep per night and those getting more:
Media and Content Consumption
- Watching music/entertainment on TV each week: People who sleep 6+ hours a night are more likely to watch five or more hours of music/entertainment on TV weekly (37% vs. 26%).
- Genre of music: Those who get more sleep are more likely to listen to rock, classic rock, and pop, while those who get less sleep favor country music (among those who listen to music.
- Favorite movie genre: Those getting 6+ hours are most likely to say action is their favorite type of movie, while those who sleep less than 6 hours, who are more likely to prefer comedy and horror films
- Unplugging from personal tech devices for at least 2 hours: 26% of those who sleep 6+ hours say they deliberately take breaks from their devices for two or more hours daily, compared to 19% of those getting less than 6 hours.
Use this Data: CivicScience Media Partners are able to tap into real-time audience intelligence like this to inform innovative editorial and distribution strategies amid shifting traffic trends.
Uncertainty and Spending Sentiment
- Certainty about the future: When asked the extent to which they feel certain or uncertain about the future, people who get 6+ hours of sleep are more likely to feel ‘somewhat’ uncertain about the future (42%) than those sleeping less (33%).
- Impacts of rising prices and tariffs on spring/summer travel plans: Among those considering spring or summer travel, 43% of people getting under 6 hours of sleep canceled or avoided making plans due to tariffs and high prices, compared to 32% of those sleeping 6+ hours.
- Good or bad time for major purchases?: The two groups are nearly equally as likely to believe now is a ‘good time’ to make a major purchase. That said, 6+ hour sleepers are more likely to say it’s a ‘bad’ time (47%) than those sleeping under 6 hours (38%).
- Currently in the market for a mattress: 29% of those who get above 6 hours are currently in the market for a mattress, compared to 23% of under-six-hour-sleepers.
Weigh in? Sleeping with socks on: yay or nay?
With ongoing economic uncertainty affecting daily life, sleep habits are proving to be more than just something that impacts energy levels; they also factor into how consumers approach content consumption and financial choices. Brands, retailers, and publishers that consider these sleep-related differences may be better positioned to connect with their audiences and adapt in a rapidly changing marketplace.
