The Uncuttable Digital Apron Strings

no strings attachedIn this season of New Girl, a character's visiting mother threatens to punish him in an incredibly convincing way: by no longer paying for his cell phone. The character, Winston, is nearing 30-years-old, otherwise financially independent, and living with roommates; but his continued presence on his family plan is more true to life than comic relief. Many Millennials stay on their family cellphone plans and shared entertainment accounts with their parents footing the bill, even when making other steps toward independence.
 
Wall Street Journal article on the subject earlier this week tells us that 29% of parents of 18-to-35-year-olds continue to pay for their cellphone service even after the kids have moved out. Citing everything from empty nest syndrome to enjoying the access to the entertainment preferences of their young ones, the Boomer perspective is clearly laid out: the prolonged family plan keeps the connection to their kids alive. On top of this, the concept of cellphone and entertainment account independence is a completely new arena. Boomers themselves didn't have to contend with this as a right-of-passage, so they may not see cutting digital ties as a necessary step their own kids need to take on the road to adulthood. But how do Millennials feel about keeping their digital apron strings tied tight well into their 20s and 30s? 
 
In his Huffington Post response to the WSJ article, Danny Rubin posits that if your parents are still paying for your cellphone you are not a true adult, and for Millennials who are managing the onslaught of adulthood with a combination of anxiety and procrastination, that might not be such a bad thing. After all, being a grown-up is scary stuff, and even a small continued reliance on family is something of a comfort.
 
But it might not just…

 
 
Ask Millennials some questions.
Log in to get started...

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “I put off/dread calling people in general. Everything should be done online by this time!” –Female, 30, FL 

In a continued effort to draw back the teen consumers they’ve lost, Abercrombie & Fitch’s logo will “be dead” in U.S. stores by 2015. Globally, the Abercrombie and Hollister logos and names will still be used on designs, but will be phased out here where the brand knows it is no longer considered a status symbol. Abercrombie’s sales continue to fall, and the retailer is making efforts to appeal to a different youth mentality by removing references to “Ivy League heritage,” making the brand “totally accessible,” and toning down the club-like atmosphere in-store. (BuzzFeed)

Following heartbreaking stories of the death of toddlers forgotten by their parents in hot cars, automakers made claims that they would be working on new technology to help prevent the tragedies. But years later that technology has not been produced, so parents and teens are developing it instead. Independent entrepreneurs are working on a slew of solutions for baby on board tech that would stop hot-car deaths, including car seat sensors, smartphone apps, and low-tech solutions. Many are seeking backing on crowdfunding sites to make their products a reality. (Washington Post)

Ck one was an iconic ‘90s product, but the brand has kept up with the youth market in order to stay relevant with a new generation. The fragrance, celebrating its 20th anniversary this year, relies on social media platforms, including Snapchat andTumblr, to attract Millennials and stay engaged. When creating their latest TV ad, they invited all participating talent to take behind-the-scenes pictures, selfies, and video, which were then used to “seed” the new campaign on social. The Snapchat campaign has “seen more than 1 million views in just a month and a half.” (Mediapost)

Just a few years ago, Hollywood was incredulous that YouTube was anything more than a collection of amateur vloggers, and certainly most didn’t believe that it would change the traditional entertainment world. But now, YouTube has become a “Hollywood hit factory” for teen entertainment. Smaller companies that realized the platform’s potential early have grown massively, big studios are snapping up YouTube studios to get in on the action, and programming is in the midst of  “rapid consolidation.” Our social media trend tracker shows that as of March 2014, YouTube has become the number one platform teens use, with 89% telling us they use the video site compared to 80% who say they use Facebook. (Businessweek)

Earlier this summer, a report that fewer teens were interested in getting summer jobs than ever before had older generations rolling their eyes at the slacker youth who “don’t want to work.” But new research indicates that it might not just be that lazy kids these days want to spend their summers taking selfies: It could be that teen jobs don’t pay off the way they used to. Millennials with summer jobs don’t see the future wage increase that teens in the ‘70s and ‘80s did. (Vox

Every day we deliver Millennial insights to your inbox, but every quarter, we look at some of the larger trends happening within the generation—and why they matter to brands. Our Gold subscribers have access to the Ypulse Quarterly report, an in-the-know guide to Millennials that synthesizes the major trends and stats we’ve seen over the last quarter of the year. We take a close look at the "why behind the what" and provide in-action examples and supportive data, along with implications for you to take away. (Ypulse)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies