IRVINE, Calif.--(BUSINESS WIRE)--MFour Mobile Research, the leader in mobile market research, surveyed 1,000 Americans about how they plan to eat, drink, socialize, and watch Super Bowl Sunday. The study particularly looks into how Millennials differ from their elders as we head into Super Bowl weekend. Findings include:
It’s not necessarily about the game
41% of respondents said that watching the commercials appeals to them more than the game itself.
For Millennials, watching is more likely to be a social occasion
House parties will attract 45% in the 21-to-34 group, compared to 34.6% of those 35 to 70. Surveyed Millennial viewers will be nearly twice as likely to watch from a restaurant or bar – 13.4% to 7.4%.
It will be a Super Sunday for craft beers
35.6% of surveyed Millennials listed craft beers as a preferred drink for Super Sunday, compared to 24% of older respondents. Overall, 30% of respondents listed craft beers as a preferred drink, just behind 32.2% for regular beers.
The generations agree about taking a holiday from healthy eating on
87.2% of Millennials and 83.4% of 35-and-overs surveyed plan to indulge in “unhealthier-but-tasty snacks” instead of “healthier” foods.
The youngest group of surveyed Millennials appears to be less
invested in pro football
Among the 21- to 25-year-old group, 23.6% identified as “rabid” NFL fans, compared to 28.2% of Millennials ages 26 to 34. More of the 21-to-25 group described themselves as “weak” fans (18.5% vs. 15.4%) or “not a fan at all” (8.2% vs. 4.9%).
The study was conducted Jan. 30, generating 1,000 validated, demographically representative responses from panelists who took surveys strictly on mobile devices. Half of the respondents were ages 21-34, and half were 35-70. Full data can be accessed by clicking here. Sign in using ID: Super Bowl and Password: Super Bowl Survey.
MFour is redefining the market research industry with real-time access to more than 1,000,000 mobile consumers. Using the Surveys On the Go® app, the most downloaded and highest-rated survey app, researchers and national brands connect with hard-to-reach consumers, including Millennials, Hispanics, and African Americans. MFour uses GPS technology, fingerprint validation, multimedia capture, and GeoValidation® to deliver faster, more reliable, more accurate insights than traditional survey platforms.