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Most Americans See American Dream as Achievable.

Friday, July 26, 2019

Dear Research Alert Subscriber:

While most Americans, 70%, continue to view the American dream as personally achievable, 29% tell Gallup that even by working hard and playing by the rules, the American dream is unattainable for them. The latter figure represents a slight increase from 25% in 2009, when Gallup last asked Americans this question.

However, this nationwide outlook masks important disparities in the perceptions of various groups across the country. Women aged 18 to 49, for example, are significantly more likely than older women--and men in all age groups--to say that even by working hard and playing by the rules, the American dream is unattainable for them in their lifetime.

Earlier this year, Gallup reported a record-low percentage of women feeling satisfied with how women are treated in the U.S. Younger women were especially pessimistic about the treatment of women.

As might be expected, those in higher-income households are more likely to view the American dream as achievable--with 80% of those living in households earning $100,000 or more holding this view. Sixty-one percent of those in households making less than $40,000 agree, while 37% in this group describe the American dream as unattainable for them.

Democrats Less Likely to View American Dream as Achievable

Democrats are less likely than Republicans to describe the American dream as achievable, a pattern also seen when Gallup previously asked this in March 2009, at the start of Barack Obama's presidency. However, the gap has widened, with nearly four in 10 Democrats now saying the American dream is unattainable for them, up from 29% back then.

A similarly sized improvementin Republican perceptions of the attainability of the American dream took place after President Donald Trump was elected. It is important to note that the 2009 poll took place under a Democratic presidency. Yet unlike other metrics more prone to partisan popular media platforms like television. Millennial gamers are no different. Most (54%) are employed full-time and have an average household income of $58K. Many have children (46%) and are at least college-educated (43%). They are even paying for movie/TV (76%) and music (38%) streaming services.

While Millennial like to play video games, they also like to watch gaming content. Nielsen reports that 7 in 10 (71%) of Millennial gamers use platforms such as YouTube and Twitch to watch gaming video content and online videos about games. In fact, they spend almost 6 hours per week watching this type of content.

Not only that, these individuals are doing their part to support content creators, either through subscriptions (monthly fees paid to creators through the platform where their content is streamed or uploaded) or donations (one-time payments of any value paid to creators).

Millennial are more apt to support creators through donations (an average of $28.73 per month) than they are through subscriptions (average of $25.21 per month). Comparing the generations, Gen Z and Gen X tend to spend more on subscriptions ($28.64 and 29.93 respectively) than Millennial do. Note, these averages do not include those that do not spend anything on supporting creators.

Millennial gamers and their gaming viewing habits have not been lost on advertisers. PwC recently released figures which have video game advertising reaching $1.6 billion this year and growing to $1.9 billion by 2023, while e-sports streaming advertising is also expected to see growth at least through 2023. Additionally, Google research has shown that video and display ads have the highest viewability performance with game content.

Source: Nielsen, 85 Broad St, New York, NY 10004, (646) 654-5000


Anne Whitaker, Editor

Research Alert

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Phone: 301-384-1573

Fax: 301-879-8803

Majority Expect Youth to Live Better Lives Than Parents

Consistent with their views on the achievability of the American dream, most U.S. adults (60%) say it is very or somewhat likely that today's youth will have a better life than their parents did.

About four in 10 (39%) describe such an outcome as very or somewhat unlikely.

Views on opportunities for future generations grew relatively dim during the peak-unemployment years after the Great Recession. In 2011 and 2012, less than half of Americans (44% and 49%, respectively) said it was likely that younger Americans would have better lives than their parents, reflecting the economic pain felt by many during this period.


Most U.S. adults still view the American dream as achievable in their lifetime. However, a significant percentage say it is unattainable and think that today's young people will not have better lives than their parents did.

Perhaps most troubling is the relatively higher rate of young women across the country who describe the American dream as unattainable, placing them apart from older women and men in general. This disparity coincides with other assessments of life in America, in which women have less positive views than men on the treatment of women in society--as well as whether women are treated with respect and dignity in the U.S.

The growing partisan gap in perceptions of the attainability of the American dream coincides with a noticeable decline over the past two years (since Trump was elected) in Democrats saying they are extremely proud to be American. Similar to their more positive views on the attainability of the American dream, Republicans were also more likely than Democrats in that poll to express extreme pride in being American.

While Democrats are increasingly less likely than Republicans to say the American dream is achievable, this could simply be a reaction to the current administration. It remains to be seen whether views on the American dream have become as subject to partisan swings as other metrics Gallup tracks, such as assessments of the economy. In 2009, Republicans were notless likely than Democrats to view the American dream as unattainable, even under the Democratic Obama administration.

Source: Mohamed Younis, Gallup

When Millennials Aren't Gaming, They're Watching Gaming Content

While gamers may be seen as easy targets for ridicule, the gaming industry is nothing to scoff at with 2018 revenues reported at more than $43 billion. Millennials, in particular, are big gamers with a new study by Nielsen reporting that two-thirds of US Millennials play video games every month.
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Publication:Research Alert Daily
Date:Jul 26, 2019
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