From comparing gadget specs to memorizing movie quotes, millions are proudly embracing their inner geek as the label becomes more mainstream.
A new study of 2,000 adults found that nearly half would happily admit they're geeky in certain areas of life.
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That's a major shift, especially as more than half said they never wanted that label when they were younger.
Meanwhile, 69 percent believe being passionately obsessed with hobbies and interests actually makes people more interesting.
What are the biggest signs you're a geek?
The research revealed some surprisingly familiar habits. Comparing tech specs before making a purchase topped the list.
Watching behind-the-scenes documentaries, keeping nostalgic old gadgets and maintaining spreadsheets for personal projects also ranked highly.
Elsewhere, many admitted to memorizing movie quotes, learning random trivia for fun and watching YouTube tutorials simply because they're interesting.
Other tell-tale signs included organizing books by color, creating playlists for every occasion and color-coding calendars. Even rewatching movie trailers multiple times made the top 20.
Has geek culture finally gone mainstream?
It certainly looks that way. Half of those surveyed feel geek culture has become far more accepted over the past decade.
Meanwhile, more than a third now think it's actually cool to be a geek. Almost one in five even consider themselves the geekiest member of their friendship group.
Furthermore, 59 percent said they've never tried to hide those tendencies from others.
The study, commissioned by TLC to celebrate its free-to-air launch featuring hit sitcoms including The Big Bang Theory and Young Sheldon, also explored how people view geek culture today.
A spokesperson for TLC said: "When you look at the definition of the word 'Geek'… 'a person who is knowledgeable about and obsessively interested in a particular subject, especially one that is technical or of specialist or niche interest', then these are characteristics I think we can all identify with in some way shape or form.
"We think if it's good enough for Sheldon and the Big Bang gang… so on with geek-chic and here's to celebrating traits like curiosity, focus and passion."
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