Research Roundup: New Ypulse Report On Technology, Tweens' And Teens' Beauty Habits, College Savings Stats
- February 29th, 2012
- 0 Comments
Today we bring you another installment of the latest youth research available for sale or download. Remember if your company has comprehensive research for sale that focuses on youth between the ages of 8 and 24, email us to be included in the next roundup.
New Ypulse Report: Technology
The technology that students own is improving, according to Ypulse. They’re trading in their old devices for newer, more powerful models; for example, most students have upgraded their standard cell phones and now carry smartphones. They’re also tossing aside devices that have outlived their utility, such as digital cameras, because that functionality is built into their phones. Then there’s the new technology students can’t wait to get their hands on. The number of Millennials who own iPads, Nook Tablets, Kindle Fires, and other types of tablets jumped significantly between 2011 and 2012, but those who don’t have a tablet yet want one badly. Apple is still the most desired brand among students, for both smartphones and tablets, though they can’t always afford Apple’s pricier products. Collegians (guys in particular) are more likely than high schoolers to have iPhones and iPads. Being older, they have their own incomes and the freedom to make their own purchase decisions, whereas high schoolers are still reliant on their parents to pay and have to earn their parents’ trust that they’ll take care of their expensive “toys.”
The most common apps students have on their devices are games and social media. Social media pervades every aspect of students’ lives. Facebook is still the dominant network, but in the past year, several niche networks — Pinterest, Instagram, and Foursquare — are gaining a devoted following, each one filling different social needs. Meanwhile, Twitter has become a mainstream network, with more than half of Millennials tweeting. Cost: $2,000.
For more information, visit the Ypulse Research page.
Beauty Basics For Younger Faces
The teen and tween beauty market has always straddled the fence between attracting new users to the category with the hope of forming life-long habits, and providing age-appropriate products, according to Mintel. Parents continue to battle the KGOY (kids growing older younger) phenomenon, but young girls are facing intense pressure from both the media (and sometimes Mother Nature) to adopt adult behaviors before they’re ready. The beauty industry has waged a type of “tween creep” where girls as young as 7 or 8 are considered fair game for tween products. For brands looking to initiate long-term relationships with these young users, they must create product lines that grow with these girls as they mature or they’ll be abandoned as “too childish” which is a death sentence for cosmetics hoping to see the light of the high school hallways. Cost: $3,995.
For more information, visit the website.
Saving For Schooling
A new survey of 16- and 17-year olds reveals a widening gap between high school students’ plans for funding college and their ability to do so, according to the College Savings Foundation. Despite the fact that an overwhelming majority of students — 78% — said it was their responsibility to pay for at least part of their college education, both the data and the commentary of respondents to the College Savings Foundation’s third annual “How Youth Plan to Fund College” survey show that students are worried and confused about how to accomplish this. Cost: Free.
For more information, visit the website.
Instilling Values Of Volunteering
The results of a new research study, “It Starts with Character: Inspiring Kids & Teens to Volunteer” from Scholastic and HandsOn Network, found that kids and teens who have more exposure to character-building skills, such as sharing, being kind, and helping others, are more likely to volunteer in their communities, and with greater frequency. The study also found that parents and teachers say that media (TV, film, books, magazines, games, apps, and Internet) can play an important role in communicating the value of character education. The study coincides with the fourth annual ‘Clifford BE BIG in Your Community’ campaign, designed to inspire engagement in service and volunteerism. Cost: Free.
For more information, access the PDF of the report.