Adam, Eve, and Some Christmas Traditions

Let’s start with food.

For those indulging in holiday feasting, it might be useful to know that 87% of men and 82% of women in the age group that’s the focus of our series have no dietary restrictions. The remaining percentages to reach 100% are primarily vegetarians or people who cannot or choose not to eat gluten or dairy products.

Either way, healthy eating habits take a hit during Christmas across all ages and genders, and all that food needs something to wash it down with. So, let’s talk about alcohol. Women (of any age) report drinking less than men. Specifically, among Czechs aged 45-64, 55% of men and 34% of women admit to drinking alcohol at least once a week. Nothing too surprising there. Compared to the younger age group (25-44 years), you won’t find major differences. Everyone drinks about the same. The story is different for even younger Czechs, but we’ll save that for another time.

Where gender differences are significant is in the location of consumption. Setting aside home drinking, which is the most common, men are more likely to head to the pub, while women are more likely to go out drinking with a girlfriend or group of girlfriends. Well, theoretically, they could also be hanging out with the neighbor who doesn’t frequent pubs but unfortunately, we don’t have data on everything.

The most common place of alcohol consumption for Czechs aged 45-64

Graf

Source: mPanel, výzkumný projekt GroupM

How about a Christmas vacation?

In what state do we buy Christmas gifts (sober or tipsy) is hard to say. Either way, gifts are one of the symbols of Christmas and, ideally, should reflect the wishes or interests of the recipient. Generally speaking, women are bigger readers, and men are into gadgets. Nothing surprising there. However, even in the Czech Republic, it’s no longer unusual to give a holiday trip as a gift or to actually go on vacation over Christmas.

So, the question arises: how do our mature Czechs imagine their ideal vacation? And let us emphasize that they enjoy traveling just as much as the younger generation.

Here, there’s no gender divide. Men and women are almost perfectly in sync. The best vacation involves swimming, sunshine, and perhaps the occasional stroll through something historical or natural.

Most preferred activities on holiday

Graf

Source: mPanel, výzkumný projekt GroupM

It’s of course not our fault if an incompatible couple ends up together. Besides, we can’t help the feeling that the warranty period might have already expired at this age.

Honestly, though, there’s plenty of time to figure out vacation preferences earlier in life, as younger Czechs aged 25-44 have exactly the same vacation preferences, and there’s no significant difference between men and women in that group either. So, let’s head for a warm Christmas getaway!

(Dis)harmony in front of the Christmas television altar?

But we must conclude our Christmas special episodes with something media related. After all, we are a media agency, and more importantly, what would Christmas be without television? So, let’s wrap up with a look at what genres of movies and TV shows Czechs aged 45-64 enjoy.

Comedies reign supreme in the Czech Republic across all ages, so Pelíšky (Cosy Dens) is a must-watch for Christmas. Fairy tales are preferred by only 40% of adult Czechs, but when you combine a fairy tale with comedy, it’s no surprise that S čerty nejsou žerty (Give the Devil His Due) is also a mandatory Christmas viewing.

The popularity of detective stories and crime dramas increases with age (we won’t speculate on why …), and the same is true for documentaries. Conversely, interest in fantasy, action movies, and sci-fi declines with age.

Favorite genres of films and series: 25–44-year-olds vs. 45–64-year-olds

Graf

Source: mPanel, výzkumný projekt GroupM

As you might guess, when it comes to preferred movie and TV genres, Adam and Eve might have a bit of a quarrel. Her fault, really. She shouldn’t have given him that apple. Then he wouldn’t know anything, and she could watch whatever she wanted.

Comedies are gender-neutral, as are detective stories. But beyond that, it gets complicated. Mature Czech men tend to enjoy adventure, action, and action-packed films more, while their "longer young" Czech female counterparts would rather watch something romantic, or even a fairy tale.

Favorite genres of films and series: 25–44-year-olds vs. 45–64-year-olds

Graf

Source: mPanel, výzkumný projekt GroupM

There’s only one logical conclusion to draw from this. Serve mature Czechs an action-packed sci-fi saga, Captain Santa Claus vs. Colonel Ded Moroz (preferably set on Mars). For the similarly aged Czech women, who are significantly more open to the world, a modern bromance like Santa Claus Meets Daddy Frost (formerly known as Ded Moroz, who emigrated and now goes by his new name) would undoubtedly be a hit.

Whether you spend Christmas in front of the TV, by the sea, or in an entirely different way,

GroupM wishes you a Merry Christmas and Happy Holidays!

Want to know more?

All inquiries (Christmas-related or not) will be answered with usual sincerity by

petr.tomas@groupm.com