Report
The Evolution of Brand Loyalty
How fandom, media consumption and gaming preferences evolve across generations from ages three to thirty.
Our first cross-generational study: the same characters, platforms and games tracked from childhood into adulthood, launched alongside Next Gen Insights.
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What you get
Six findings that reshape a licensing strategy.
Clarity to shape strategy, foresight to spot opportunity, and data to de-risk decisions.
The power of early impressions
The characters young adults love most are the ones they bonded with as kids. Spider-Man tops the list for 3-to-30-year-olds in the US.
Male and female fandom evolve differently
Male favourites persist from childhood; female preferences shift dramatically in the teenage years, with Hello Kitty the standout exception.
Characters with cross-generational appeal
What Batman, Goku and SpongeBob share: distinct traits, relatability and adaptability across comics, TV, games and film.
Genre preferences grow up with the audience
How tastes evolve from animation to complex drama, and what streaming platforms each generation actually uses.
Gaming enters the mainstream
Four in five 19–30s play video games. Kids play for fun; young adults play to relax, and increasingly to socialise.
From parents to peers
How discovery shifts with age: the declining reliance on parents and the rising power of social media.
“A 12-year-old we surveyed in 2017 will this year be 19. We keep following them into adulthood.”
Founder, The Insights Family
What sits behind it
The world’s largest live data source on Gen Alpha, Gen Z and their parents.
Real families surveyed
First-party data points
Global coverage
Always on, ever since
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The first cross-generational study of fandom, media and gaming, from ages three to thirty.