Research & Standards > Reports & Studies

Millennial & Gen Z Generations: Audio Product Ownership & Content Consumption

The primary goal of this research report is to gain an in-depth understanding of U.S. millennial and Generation Z attitudes and behaviors regarding audio products and content and listening behaviors. Specific objectives include:

  • Assess how millennial and Generation Z populations discover new audio products and content platforms/physical media

  • Understand what content they listen to and how they receive it

  • Understand the purchase influencers/drivers and barriers with audio products, including content platforms and physical media

  • Understand the likes and dislikes of audio products, including content platforms and media

  • Assess which device(s) these consumers prefer given their environment

  • Understand how they define and characterize “sound quality” and “top-level” audio