May the 4th be with you — and with the data.
Every year on Star Wars Day, fans revisit the galaxy far, far away and debate the same timeless question: who is the greatest character from the film that started it all? CivicScience put it to Americans directly, and the results show a fandom that has shifted its allegiances since we last checked in.
Current CivicScience data show that Luke Skywalker has overtaken Han Solo as Americans’ favorite character from the original Star Wars film, with 20% support among those with an opinion, compared to Han’s 19%. While Han’s five-point slide was the most significant shift since 2024, the percentage choosing Princess Leia also increased by three points, moving her to third, ahead of Darth Vader at 17%.
Age shapes these loyalties considerably. Adults 65 and older back Han Solo at a commanding 33%, while younger cohorts are more evenly split. Princess Leia trends younger, tying Han among 18-to-29-year-olds at 20% each.
But character preferences reveal more than just fandom. Here is what further data show:
Movie Theater Attendance: Luke Skywalker fans are the most likely to go to the movies at least once a month, with 17% doing so — outpacing Han Solo and “Someone else” fans, who are the least likely at just 12%. Han Solo fans, meanwhile, lead among those who never go to the movies at all (31%).
LEGO Fandom: It’s no surprise that Star Wars fans like LEGO, but Princess Leia and Luke Skywalker fans like it most, at 57% and 56% respectively, versus 47% of Obi-Wan Kenobi fans and those who prefer a different character (43%), who are the least favorable to the LEGO brand.
Sneaking Snacks into the Theater: Luke Skywalker fans are the most likely to smuggle their own snacks into a movie theater, with 64% saying they’re somewhat or very likely to do so — fitting for fans of a hero who does things by the book. Han Solo fans are less inclined (54%), and “Someone else” fans are the least likely of all at 44%.
Sports Streaming Subscriptions: Darth Vader fans lead all character groups in sports streaming devotion, with 27% holding 3 or more video streaming subscriptions specifically for sports, compared to just 14% of Han Solo fans and 17% of Luke Skywalker fans. Han Solo fans are also the least likely to have any sports streaming subscriptions, with 60% holding none.
Online Shopping Style: Among online shoppers, Han Solo fans are the most deliberate, as just 19% say their purchases are mostly spontaneous, the lowest of any named character. Darth Vader fans sit at the opposite end at 31%, with Luke Skywalker (24%), Princess Leia, and Obi-Wan Kenobi (23% each) falling in between.
Buying Directly from Social Media Platforms: Darth Vader fans are the most likely to have bought products directly on social media, with 42% having done so, just slightly outpacing Luke Skywalker and Princess Leia fans (41% each). Han Solo fans are the least likely to have made a social commerce purchase at just 32%.
Loyalty to Their Favorite Brands: Luke Skywalker fans lead on brand loyalty at 35% very loyal, with Darth Vader and Princess Leia fans close behind at 34% and 33% — all three well ahead of Han Solo (29%) and Obi-Wan Kenobi fans (28%).
Where do you stand? Take this poll now and see how your preference compares with other Americans:
A character preference may feel trivial, but the data reveal it as a surprisingly meaningful reflection of the lives fans lead beyond the screen.
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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.