As of 2023, the estimated population of Gen Z in the United Kingdom was 13.2 million, ranging from eleven to 26-year's old. The most-common single year of age for Gen Z in this year was 26, at 887,804, while there were 788,039 that were aged 17, the least common year of age.

As of September 2024 in the United Kingdom, 98 percent of Generation Z, those born between 1995 and 2012, were using social media. The same was true for 97 percent of millennials in the country. Overall, 92 percent of Gen X were on social networks, as were 86 percent of Baby boomers.

In 2023, there were approximately 14.69 million millennials in the United Kingdom, making it the largest generational cohort at that time. Millennials surpassed the Baby Boomer generation as the largest generation for the first time in 2019. The two youngest generations, Gen Z and Gen Alpha, numbered approximately 13.2 million, and 8.3 million respectively. Gen X are, as of the most recent year, the second-largest generation in the UK at 14.04 million people, with their parent's generation, the Silent Generation, numbering around 4.3 million people in the same year. There were estimated to be 85,920 people who belonged to the Greatest Generation, the parents of the Baby Boomer generation, who lived through major events such as the Great Depression and World War Two. Post-War Baby Boom The baby boomer generation was the largest generation for much of this period due to the spike in births that happened after the Second World War. In 1947 for example, there were over one million live births in the United Kingdom, compared with just 657,038 live births just thirty years later in 1977. Members of this generation are typically the parents of millennials, and were the driving force behind the countercultural movement of the 1960s, due to their large numbers relative to older generations at the time. The next generational cohort after Boomers are Generation X, born between 1965 and 1980. This generation had fewer members than the Boomer generation for most of its existence, and only became larger than it in 2021. Millennials and Gen Z As of 2022, the most common single year of age in the United Kingdom in 2020 was 34, with approximately 944,491 people this age. Furthermore, people aged between 30 and 34 were the most numerous age group in this year, at approximately 4.67 million people. As of 2022, people in this age group were Millennials, the large generation who came of age in the late 1990s and early 2000s. Many members of this generation entered the workforce following the 2008 financial crash, and suffered through high levels of unemployment during the early 2010s. The generation that followed Millennials, Generation Z, have also experienced tough socio-economic conditions recently, with key formative years dominated by the COVID-19 pandemic, climate change, and an increasingly unstable geopolitical situation.

According to the Statista Global Consumer Survey carried out between July 2023 and June 2024 in the United Kingdom, around 11 percent of Generation Z survey respondents stated that they followed a low- or no-carb diet. For more countries, the results of prior surveys, and a variety of other topics, please visit our Global Consumer Survey web page.

According to a survey conducted by Voxburner in 2023, approximately 45 percent of members of Gen Z in the United Kingdom advised that their self worth was directly linked to their work performance, compared with 26 percent who disagreed.

This dataset contains audio recordings of 12 different accents across the UK: Northern Ireland, Scotland, Wales, North East England, North West England, Yorkshire and Humber, East Midlands, West Midlands, East of England, Greater London, South East England, South West England. We split the data into a Male: Female ratio of 1:1. The audio dataset was compiled using opensource YouTube videos and it a collation of different accents, the audio files were trimmed for uniformity. The Audio files are of length 30 seconds, with the first 5 seconds and last 5 seconds of the signal being blank. We also resample the audio signals at 8 kHz, again for uniformity and to remove any noise present in the audio signals whilst retaining the underlying characteristics. The intended application of this dataset was to be used in conjunction with a deep neural network for accent and gender classification tasks.

This dataset was recorded for an experimentation looking into applying machine learning techniques for the task of classifying song preference amongst generation Z (18 to 24 years) participants. We define a labelling system corresponding to specific songs with 5 ratings: hate, dislike, neutral, like and love. The songs used for this experiment were chosen due their success for various awards, such as the BRIT awards (BRIT), Mercury Prize (MERC), Rolling Stone most influential albums (ROLS). They are as shown:

S1: One Kiss by Calvin Harris and Dua Lipa (BRIT)


S2: Don't Delete the Kisses by Wolf Alice MERC)


S3: Money by Pink Floyd (ROLS)


S4: Shotgun by George Ezra (BRIT)


S5: Location by Dave (MERC)


S6: Smells Like Teen Spirit by Nirvana (ROLS)


S7: God's Plan by Drake (BRIT)


S8: Breezeblocks by alt-J (MERC)


S9: Lucy In The Sky With Diamonds by The Beatles (ROLS)


S10: Thank U, Next by Ariana Grande (BRIT)


S11: Shutdown by Skepta (MERC)


S12: Billie Jean by Micheal Jackson (ROLS)

A Unicorn Hybrid Black was used for recording the EEG data from the participants whilst they were played the control songs listed above. For each of the 12 total song played to a participant during the experiment, there were 8 EEG lead recordings measured of length 20 seconds, with the first 5 seconds and the last 5 seconds being blank for control purposes. The EEG signals were sampled at 250 Hz by the Unicorn Hybrid Black devices, which also filtered the signals to be between 2Hz to 30 Hz in order to remove any noise recorded during the experimentation. There are approximately 5000 data points per reading of a given song, with there being 12 songs played to a total of 10 participants.

There were approximately 14.69 million millennials in the United Kingdom in 2023. This generation, sometimes called Generation Y were born between 1981 and 1996 and are mainly the children of the post-war Baby Boomer generation. As of 2023, Millennials were the largest generational cohort in the UK, followed by Generation X at 14.04 million people, Baby Boomers at 13.57 million, and then by Generation Z at 13.2 million. The most numerous single-year of age for Millennials, and the UK as a whole, was 35 at 956,116. Boomerang generation The first cohort of millennials came of age at the turn of the century and have almost certainly been heavily influenced by the growth of internet accessibility during this time. The economic challenges faced by this generation may have a relation to the increasing share of young adults who live with their parents in the UK. This has led to the perhaps unfair, characterization of millennials as the boomerang generation, who failed to grow-up and mature. Some of these negative stereotypes regarding Millennials have since shifted to the next youngest generation, Generation Z, who have started to enter the workplace since the mid-2010s. Generation Remain One of the main challenges that British millennials currently face are their prospects after Brexit. Although the United Kingdom voted to leave the European Union in June 2016, there were clear divisions between regions, classes and age-groups. Most millennials voted to remain in the Brexit referendum with 73 percent of people aged 18 to 24, and 62 percent of those aged 25 to 34 voting to remain. In the next UK election, the majority of 25 to 49-year-olds intend to vote for the Labour Party, with only a slight majority of those over 65 planning to vote for the Conservative Party. Millennials also still appear to oppose Brexit, with approximately 65 percent of 25 to 49-year-olds believing Brexit to have been the wrong decision.

In 2023, there were estimated to be 956,116 people who were aged 35 in the United Kingdom, the most of any age in this year. The two largest age groups during this year were 30-34, and 35 to 39, at 4.7 million and 4.64 million people respectively. There is also a noticeable spike of 693,679 people who were aged 76, which is due to the high number of births that followed in the aftermath of the Second World War. Over one million born in 1964 In post-war Britain, there have only been two years when the number of live births was over one million, in 1947 and in 1964. The number of births recorded in the years between these two years was consistently high as well, with 1955 having the fewest births in this period at 789,000. This meant that until relatively recently, Baby Boomers were the largest generational cohort in the UK. As of 2022, there were approximately 13.76 million Baby Boomers, compared with 14 million in Generation X, 14.48 million Millennials, and 12.9 million members of Gen Z. The youngest generation in the UK, Generation Alpha numbered approximately 7.5 million in the same year. Median age to hit 44.5 years by 2050 The population of the United Kingdom is aging at a substantial rate, with the median age of the population expected to reach 44.5 years by 2050. By comparison, in 1950 the average age in the United Kingdom stood at 34.9 years. This phenomenon is not unique to the United Kingdom, with median age of people worldwide increasing from 23.6 years in 1950 to a forecasted 41.9 years by 2100. As of 2022, the region with the oldest median age in the UK was South West England, at 43.9 years, compared with 35.9 in London, the region with the youngest median age.

The Zoroastrian community today faces many challenges, some of which are deep-rooted and complex with no easy fix or resolution. It was proposed by members of the community that an independent research project should be conducted to help understand the community as it exists today.

Gen Z and Beyond: A Survey for Every Generation was a completely anonymous survey for Iranian / Parsi / Irani Zoroastrians. It was conducted by researchers at the SOAS Shapoorji Pallonji Institute of Zoroastrian Studies (SSPIZS). SOAS was chosen as a neutral platform for research, so that the researchers would not support any particular outcome from the survey. The project was approved by the SOAS Research Ethics Panel.

There has been no other survey of this nature undertaken on the global Zoroastrian community. The survey questionnaire was wide-ranging and included questions about domestic and family life, professional aspirations, religious observances and beliefs, philanthropy, entrepreneurship, immigration, community engagement and other issues of importance and relevance to the (Iranian / Parsi / Irani) Zoroastrian community.

The purpose of conducting the survey was to produce a report and dataset that could be of use to community leaders and researchers in the present and future.

Gen Z and Beyond: A Survey for Every Generation is the first survey to be undertaken on the global Zoroastrian community. The survey has collected data on demographics, behaviours and attitudes in order to explore the different views and practices within the current global Iranian / Parsi / Irani Zoroastrian community and those close to it.

According to an October 2022 survey of social media users aged between 16 and 24 in the United Kingdom, approximately 55 percent of respondents reported using TikTok multiple times per day. In contrast, 13 percent of respondents reported using the popular social media app once per day. despite its popularity, 15 percent of UK Gen Z users reported never using TikTok. In October 2022, 31 percent of Gen Z users in the UK reported engaging with TikTok for between one and two hours daily.

Primark was the leading fashion store in the UK, based on brand usage among Generation Z in 2024. The predominantly UK based retailer is used by 51% of internet users, five percentage points more than second placed H&M. Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the GCS Brand Profiler.

Primark was the leading fashion store in the UK, based on brand popularity among Generation Z in 2024. The retailer was popular among 58% of internet users, along with H&M. Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the GCS Brand Profiler.

In 2023, Millennials were the largest generational cohort in the United Kingdom, comprising approximately 21.5 percent of the population. Gen X was the next largest generation at 20.6 percent of the population, followed by Baby Boomers at 19.9 percent, and Gen Z on 19.4 percent.

Nike took the crown as the most owned sportswear brand among Gen Z in the United Kingdom in 2024, with a response of 69 percent. Adidas followed in second place. Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the GCS Brand Profiler.

In January 2024, Generation Z was the generation with the highest share of responding adults who planned not to eat meat in the coming year in Great Britain (GB). Approximately 26 percent stated that they did not intend to eat meat in 2024. Another 26 percent of Gen Z respondents stated that they were already meat-free. Reduction in the meat consumption of British consumers Recently, there have been noticeable changes in meat consumption by consumers in the United Kingdom (UK). Almost one-third of survey respondents stated that they eat less or much less meat, as compared to half a year ago. Moreover, an average of approximately 40 percent of British respondents had recently purchased plant-based alternatives for the first time. This was higher than the share of respondents who had done so in the United States and Germany, which was on average around 31 and 37 percent, respectively. Not only are meat alternatives tried by many new consumers in the UK, but such products are also consumed across all generations, with relatively low variations. The share of consumers who eat meat substitutes in the UK by generation was lowest among baby boomers and highest among millennials and Gen X. Veganism in Great Britain According to a recent survey in the UK, the share of vegans is approximately four percent. There is only a minor difference among the share of vegans when it comes to gender. Moreover, an average of about 56 percent of adults in the UK follow no nutritional rules or diets. Among the different regions in GB, the percentage of vegans slightly varies. In London, the share of people who follow a vegan diet tends to be particularly high, whereas the share of vegans in the Midlands and the rest of the South tends to be relatively low. The main reason for being vegan in the UK is an ethical motivation. Almost 90 percent of survey respondents stated that they do not consume animal products because they think the way animals are farmed and killed for food is cruel. Environmental reasons were also considered by about four-fifths of respondents.

Premier Inn topped the list of most popular hotel brands among millennials in the United Kingdom as of the second quarter of 2024. During that period, 80 percent of respondents stated that they had a positive opinion of the hotel brand. The brand also ranked as the most popular hotel brand among the general public in the UK.

Regular consumption of energy drinks is not seen among the oldest generation in the UK, according to Statista's Global Consumer Survey. However, around 44 percent of Millennials said they drink energy drinks regularly. The share of Gen Z was comparatively lower at 34 percent.

Willingness to change primary banks among Gen Z bank account holders in the United Kingdom (UK) more than doubled between 2019 and 2024. According to Statista's Consumer Insights, the share of bank account holders who were were willing to change their primary bank on the next possible occasion was 32 percent in the fourth quarter of 2024. The most significant increase took place in 2020, signalling that the spread of neobanks during the COVID-19 pandemic decreased consumer loyalty among the respondents.

In 2023, over a quarter of Gen Z consumers in the United Kingdom (UK) said they would prefer to do most of their beauty product shopping online if they could. However, in-store shopping for beauty products was slightly more popular. At nearly 60 percent, millennials were even more keen on shopping mostly online for beauty items, given the choice.

According to the Statista Global Consumer Survey carried out between July 2023 and June 2024 in the United Kingdom, members of the baby boomer generational cohort were the most likely to agree with the statement that they actively try to eat healthy. The younger the respondents, the less likely they were to agree with the statement. For more countries, the results of prior surveys, and a variety of other topics, please visit our Global Consumer Survey web page.

Dietary habits among millennials in the UK The millennials are the largest generational cohort in the UK, with almost 14.5 million people. In 2020, millennials surpassed the baby boomer generation as the largest generation for the first time. The most popular type of diet among millennials in the UK is the flexitarian diet, which consists of eating mostly plant-based foods while occasionally eating meat and fish. Approximately 15 percent of millennials are flexitarians. Moreover, around 14 percent of millennials follow a low- or no-carb diet. As compared to other generations, a relatively high share of millennials either do not eat meat or intend to go meat-free in the future. Only Generation Z has a higher share of people who either follow a meat-free diet already or intend to do so in the future. The impact of price increases on healthy eating in the UK Being able to eat healthy is one of the most common food-related concerns among consumers in the UK, as stated by about 46 percent of British consumers. The top food-related concern, however, is the food price. Starting in August 2021, food prices in the UK have increased rapidly. In March 2023, the food inflation peaked at 19.1 percent. Prices have declined since. The increase in the cost of living in the UK has also impacted the healthy eating habits of consumers. Approximately 28 percent of consumers state that they eat less healthy to save money, while 13 percent state that they work more hours and have thus less time to cook.