They say the early bird catches the worm, but what about the night owl? Often considered at odds with the circadian rhythm, night owls–those who go to bed after midnight–have long been misunderstood. Yet, given the fact that this group makes up 27% of Americans, their consumer behaviors are worth paying attention to. 

Generally speaking, night owls skew slightly younger, with 32% of Gen Z respondents indicating they go to sleep after midnight. Women outpace men by three percentage points in night owl behavior as well. But this is just the beginning of what sets these late-night fans apart. Keep reading for a bird’s eye view on those who go to bed after everyone else. 

Those who keep the latest hours are also the most likely to live with 6 or more people. So those late nights may be the few moments they’re able to find for themselves, when they can scroll social media–which they’re most likely to use for four or more hours daily–without interruption. 

Night owls and early birds are on the opposite end of the spectrum when it comes to working out. Nearly half (47%) of night owls ‘rarely or never’ exercise, while nearly half (45%) of early birds–those who go to bed by 10pm–do so several times a week. 

Despite the fact that one in five night owls has some difficulty controlling their spending, this demographic is currently the most likely to be spending ‘less’ than usual, both in stores and online. So while they may be staying up late, it seems that a late-night online shopping haul is not part of the equation. 

What is part of the equation, however, are late-night snacks. Nearly one-in-three night owls prefer to snack ‘late at night,’ so their shopping carts may reflect these tendencies.  

Despite the late hours that they keep, night owls are the most likely to say that they ‘never’ drink coffee. But when they do, they’re more favorable towards Starbucks than those who go to bed earlier. 

Clearly night owls aren’t afraid to stand out. From lifestyle choices to coffee preferences, this group of sleepers knows that the midnight hours are not for sleeping but for living.