September 12th is National Chocolate Milkshake Day–a great day to enjoy a classic treat. Americans largely appreciate chocolate shakes, with 58% indicating this flavor is superior to vanilla (among those with an opinion).
However, appreciation for chocolate milkshakes is largely divided along generational lines. While 68% of those 65 and older choose chocolate over vanilla, just 44% of those 18-29 do. Income also plays a role, as those who earn $50K or less annually outpace all other earners in their love of chocolate milkshakes.
However, this demographic data is just the first sip of what sets chocolate milkshake fans apart from vanilla fans. Here’s what the data show:
Time in the Car: While 61% of chocolate milkshake fans say they spend less than one hour in their car each day, 47% of vanilla milkshake fans say the same.
Cable TV Viewership: Those who prefer chocolate milkshakes are 12 percentage points more likely to watch cable TV daily than those who prefer vanilla (45% vs 33%).
Political Interest: Chocolate milkshake fans are 10 percentage points more likely than vanilla milkshake fans to say they follow politics ‘very closely’ (41% vs 31%).
Music Engagement: While 50% of chocolate milkshake fans say they ‘like’ music, just 44% of vanilla milkshake fans say the same.
Splurging Behaviors: When it comes time to splurge, chocolate milkshake fans are eight percentage points more likely to opt for a clothing shopping spree than vanilla milkshake fans (24% vs 16%).
Where do you stand? Take this poll now and see how your preference compares with other Americans:
Although a preference for chocolate milkshakes may seem like a simple matter of taste, this one choice can shine a light on a variety of other unique consumer behaviors that extend far beyond dessert.
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This article’s data comes solely from CivicScience’s database, which contains nearly 700,000 poll questions and 5 billion consumer insights.
