Consulting company Deloitte has published the results of a new study of digital trends among Americans. All age groups, with the exception of Generation Z, still call TV shows and movies their favorite entertainment. Zoomers almost never watch TV and prefer video games to other entertainment. It is they who dictate trends today.The Deloitte study is based on a 2009 survey of American consumers that was conducted in February.

The company divides citizens into several age categories:

  • Generation Z — people born in 1997-2007 at the age of 14-24;millennials — people born in 1983-1996 at the age of 25-38 years;
  • Generation X — people born in 1966-1982 at the age of 39-55 years;
  • Boomers are people born in 1947-1965 at the age of 56-74 years.
  • Main conclusions

57% of all respondents still call watching TV series and movies at home their favorite entertainment.

  • This type of entertainment was the most popular among boomers (39%), Generation X (29%) and millennials (18%).Only 10% of Generation Z representatives called watching TV and movies their favorite entertainment.
  • Deloitte notes that with the growing popularity of other types of entertainment for this and subsequent generations, the dominant position of video content may be shaken.Zoomers are most fond of games — 26% of respondents called them their favorite entertainment.
  • This is more than the figures among millennials and generation X combined. Among boomers, the number of video game lovers is understandably the lowest — 3%.Favorite types of entertainment for different generations

Zoomers are the first to try out new technologies and types of entertainment, forming the tastes and preferences of older generations.

  • According to Deloitte, 87% of zoomers, 83% of millennials and 79% of Gen X play games at least once a week.
  • These can be smartphones, consoles or PCs.Due to the pandemic, the popularity of video games has grown not only among teenagers, but also among older generations.
  • Millennials and Generation X admitted that games have taken over some of the time they used to spend on other entertainment.The majority of respondents do not like advertising.
  • 49% of all respondents admitted that they are willing to pay for disabling advertising in games. Also, users of subscription gaming services admitted that the introduction or increase in the amount of advertising may force them to cancel their subscription.Deloitte notes that different age groups do not adopt the hobbies of previous generations with age.

“Everyone believed that when millennials grow up, they will have similar habits of older generations. This did not happen. And there is no evidence that Generation Z will become like millennials,” says Kevin Westcott, vice chairman of Deloitte.

The full study can be found here. In addition to games, Deloitte studied the use of subscription services by Americans (streaming video and audio), the difference in the consumption of news content, and the behavior of representatives of different age groups in social networks.