Redefining “Social” As Millennials Switch Mediums 27 Times An Hour

Today’s post comes to us from Matt, a Youth Advisory Board member who, like many Millennials, notices how often his generation switches from one medium to another in search of new entertainment and information. This frequent shift of attention among technologies — which occurs 27 times an hour! — has inevitably impacted social situations and how Gen Yers interact with each other. Yet, it's also created a new definition of "social" as Matt explains weighing in on the pros and cons of having tons of technology at our fingertips. This desire to multitask and move between mediums creates a challenge for marketers as they have to work harder to capture Millennials' attention, but they can do so by providing ads that are entertaining and worthwhile for the consumer...

To contact members of the Youth Advisory Board, you can email them at youthadvisoryboard @ ypulse.com or simply leave a message in the comments.

Redefining "Social" As Millennials Switch Mediums 27 Times An Hour

Switching Devices FrequentlyThere were many lazy afternoons this past semester when I would be sitting in my living room with a couple of friends. The sun was pouring through our sliding glass door, the television was on, and music was blaring from my roommates’ bedroom. Meanwhile, each person was glued to their smartphone playing Words With Friends or another interactive game with someone who wasn’t even in the room.

I remember looking around the room and thinking that this completely sums up how technology has changed how Millennials interact. We have so many choices to be entertained and informed that it’s so easy to neglect what’s right in front of us, often the people we’re with.

But that’s not to say that technology has made us less social. It may, in fact, be the opposite; we can stay connected to more people than ever through…

 
 
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Quote of the day: “I’m single and I’m okay with it.” –Female, 15, MA

Ypulse’s January monthly survey found that 55% of 13-32-year-olds say that the one tech device they cannot live without is their smartphone, and that makes dying batteries a major issue for mobile-dependent young consumers. As app usage increases, battery life quickly decreases—but a new solution to the perpetually dying phone battery is here. Ikea has announced a line of tables, desks, and lamps that will be able to wirelessly charge some mobile devices—simply place a phone on the surface and it begins to fuel up. The furniture is due to hit European and North American stores in April. We expect the design of products and spaces will likely continue to shift to accommodate smartphone addictions. (Wall Street JournalRefinery29)

Who knew a tweet could be worth so much? The marketing power of social media users could be validated by a new study that reports a single tweet, when sent out one to five weeks before a film’s release, can add $560 to a movie’s opening weekend box office numbers. Catchy tweets illustrating intentions to see the movie or encouraging others to watch are worth $4,420 four weeks before the movie’s release. More than 30 million people reportedly tweet about movies each month, and this could be valuable information as Hollywood struggles at a time when there are increasingly more entertainment options for young consumers. (MediaPost)

A recently released study on young consumers and cars claims that “once Millennials gain spending power, the auto industry is going to be turned upside down.” A reported 47% of Millennials believe that cars, and which brand of car they own, really matter. The findings contradict the common perception that young consumers don’t care about cars and are choosing ride-sharing companies or the urban bicycle movement over their own vehicles. The study reports that Millennials have a “surprising affinity” for Volkswagen and Tesla, for its use of technology and commitment to social good. The research also predicts this generation of car owners will “prioritize brands based on alignment with their own personal values.” (Huffington Post)

Although 58% of 13-17-year-olds said eating healthy is extremely important to them in a 2014 Ypulse monthly survey, it can be hard for teens and tweens to make the right nutrition decisions. Research has found that despite attempts to bring more fruits and veggies into school lunch rooms, six out of 10 kids “won’t even touch a healthy option on their plate.” One study suggests that food presentation makes a difference in fruit and vegetable consumption, and putting vegetables before other food in the lunch line can get them to eat more. For teens, linking healthy eating to something they already care about can help encourage better diets, while the counting calories approach actually leads to unhealthier eating. (Medical Daily)

Kid content is ruling YouTube. Six of the current top 10 most popular YouTube channels are children-focused, making the launch of the standalone YouTube Kids app look like a pretty smart move. Funtoys Collector, the toy-unboxing channel, is the most viewed creator on YouTube, usurping PewDiePie as the site’s biggest star, and showing the power of the unboxing trend. The six children’s channels in the top 10 earned almost 2 billion views in January alone, and YouTube’s top 100 channels saw viewing increase 110% in the last year, from 7 billion video views in January 2014 to 14.7 billion in January 2015. (The Guardian)

We don’t just deliver data. Along with our bi-weekly survey result data files, we provide our Gold subscribers with a topline report that synthesizes hand-picked, illuminating data points and our insights and expertise. Interesting differences between males and females, older and younger Millennials, ethnicities, and more are highlighted, and relevant statistics are streamlined into an easily consumed, concise, visual takeaway. (Ypulse)

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