Ages 19–21
Leaving home
Study, first jobs and the first independent purchases made without a parent involved.
Next Gen Insights
Gen Z and young adult market research, in real time.
Independent, first-party research with young adults aged 19–30 across six markets. The generation that grew up in our data, now earning, spending and deciding for themselves.
Always-on research
The only data that tracks from childhood into adulthood.
Anyone can tell you what a 24-year-old bought last month. We can tell you who they were at 12, and how that shaped who they've become.
Next Gen Insights follows the generation we've tracked since childhood through their twenties, with hundreds of young adults answering every day on the same methodology.
0
Young adult voices heard this year, and counting
from 6 markets across ages 19–30
Who we reach
Four life stages from
leaving home to the next parents.
A 19-year-old student and a 29-year-old first-time parent are not one audience. We report by single year of age and group into four distinct stages, so you can read the cohort that matters to you rather than an average of all of them.
Ages 22–24
Early career
Income arrives and brand relationships form around it, in categories they never chose before.
Ages 25–27
Establishing
Bigger commitments, more considered spending and loyalty that starts to settle.
Ages 28–30
Next parents
The cohort that becomes the household decision maker, picked up again in Parents Insights.
Generational insights
Gen Z, covered end to end.
No single study holds all of Gen Z, so we built two that meet in the middle. Teenagers aged 13 to 18 are heard through Kids Insights; young adults aged 19 to 30 are heard here. One generation, one consistent method, no seams: from their first fandoms to their first pay cheque.
Gen Beta
Gen Alpha
Gen Z
Millennials
Next Gen Insightsages 19–30
Data coverage
Where their money and attention go.
Young adults are asked across the same insight modules as kids and parents, so a finding at 25 can be read against the same question at 15.
Purchase Power
Independent income, spending and what it goes on.
Entertainment Hub
Streaming, music, film and the content that holds them.
Digital Behaviours
Platforms, gaming, devices and time spent online.
Social Circles
Creators, communities and who they take a recommendation from.
Food & Shopper
Where they shop, what they eat and the brands they return to.
Future Trends
Emerging attitudes and the signals forming next.
Fandoms & IP
The franchises and characters that carried into adulthood.
A global view
Six markets, one comparable method.
Next Gen Insights runs in the United Kingdom, the United States, France, Germany, Italy and Spain, on the same consistent, comparable methodology as Kids Insights and Parents Insights.
1,872weekly
Young adult voices heard
97,344annually
Young adult voices heard
6markets
UK, US, France, Germany, Italy, Spain
19–30ages
Young adulthood covered, in full
Latest thinking
Signals from young adults.
Research our team has published from the same live data.
Report
The Evolution of Brand Loyalty
How fandom and loyalty develop from age 3 to 30.
Fandoms & IP Article
How can brands successfully reach teen consumers?
Teens sit across a fragmented digital ecosystem. Where brands should actually advertise.
Entertainment Hub Article
Gen Z and the rise of social shopping
Online has overtaken offline for UK teens. What livestream and social commerce mean for brands.
Digital BehavioursCommon questions
Next Gen Insights, answered.
What ages does Next Gen Insights cover?
Young adults aged 19 to 30, picking up where Kids Insights ends at 18 so the arc from childhood into adulthood is unbroken.
Does it cover Gen Z?
It covers the older half. Teenagers aged 13 to 18 are reached within Kids Insights, so between the two products you get the full generation on one consistent method.
Which markets is it available in?
Six: the United Kingdom, the United States, France, Germany, Italy and Spain. Kids Insights and Parents Insights run across all 22 markets.
How often is the data updated?
Every day. Next Gen Insights is a continuous study, not a periodic wave, so new responses land in the portal without waiting for a report.
How many young adults take part?
312 a week in each market, 16,224 a year per market, as part of more than one million interviews a year across kids, teens, young adults and parents.
Can it be read alongside the other products?
Yes. All three run on the same method and the same insight modules, so a question asked of a 15-year-old, a 25-year-old and a parent can be compared directly. See the full methodology.
Start a conversation
What do you need to know about Gen Z?
Tell us the decision you are facing and we will show you where Next Gen Insights fits.