Youth Research Roundup: Millennial Culture, Affluent Families, New Ypulse Report & More

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.

Millennials Have A Unique Culture

Millennials are is a non-traditional generation: one-third live with relatives, about half receive some sort of financial support from their parents. Millennials are heavy users of social media and non-traditional forms of communications. The Hartman Group’s Culture of Millennials 2011 report gives you an up close and personal look at Millennials, a generation that is transforming the cultural landscape and will have a profound impact on the marketplace in ways not yet imagined. Topic areas explored in this report include: Millennial Lifestyle, a portrait of how Millennials are distinguished from other generations; Culture of Food, an in-depth look at what influences food and beverage choices, consumption habits, and the transition to an adult food identity; Brand Loyalty, exploring the development of trends; Social Media and Sharing, understanding the importance and role of social media in purchase and consumption behavior and learning what are their trusted sources; and more. Cost: Contact Hartman Group.

For more information…visit the website.

Affluent Families’ Spending Is Influenced By Their Children

There are 9.3 million affluent families in the U.S. with children under age 18, and another 4.9 million with grandchildren, giving them significant influence in the youth market, according to the Ipsos Mendelsohn Affluent Survey: Affluent Family Point Of View. From a societal perspective, family is of central importance; from a marketing perspective, there is a convergence of supply and demand; from an ad sales perspective, it offers an expansion of target categories. Most affluent parents say they spend more time with their children than their parents did with them, and the vast majority like to introduce items they liked during childhood to their children. The report includes details on the technology that media affluent families with children own and use, their spending habits, as well as the activities in which they participate. Not surprisingly, affluent families with children spend more than those who don’t have kids. They are in a constant state of acquisition, and their children pull them into new products and categories. Cost: Contact Ipsos Mendelsohn.

For more information…email Donna Sabino at donna.sabino@ipsos.com.

Youth Culture Study Reveals New Subcultures And Marketing Opportunities

Fresh research and analysis released today from Label Networks’ 12th Fall Youth Culture Study reveals where shifts in the youth marketplace and various declines are also creating new opportunities across a range of industries, such as fashion, advertising, technology, sports, electronics, music, entertainment, non-profits, among others, based on new consumer insights among 13-25-year-olds across the United States. The state of the economy has taken its toll on youth culture industries, but at the same time, it’s organically incubated and created veins of new, interlinked subcultures and market opportunities illustrated in our results, and which some brands have tapped into successfully, according to Label Networks. Cost: $3,500.

For more information…visit the website.

The Ypulse Report: Entertainment

Millennials rarely take a break from media now that it is just as mobile as they are. Music is Millennials’ favorite medium; they spend more time with it in a typical week than with any other. They’re turning music discovery into an art form, picking up on tracks played during TV shows, noting mentions on Facebook, and finding artists via Pandora and Spotify. While some download music illegally, most happily pay for music to support the artists they care about. Millennials watch an extraordinary number of movies now that they are so readily available via streaming and make a rapid transition from big screen to small screen. 3D movies are reeling in audiences and breaking box office records, but few students say a film’s availability in 3D affects their interest in seeing it. The TV industry may be poised for a shakeup, thanks to Millennials. College students are spending more time watching cheaper Internet-based alternatives to cable (like Hulu and Netflix). Unlike music, most Millennials say they could live without TV, and some are doing just that by cutting the cable cord, or at least cutting premium cable channels and getting by with basic service. When they do tune in to TV, they prefer ABC Family, Comedy Central, and MTV — each of which has a strong presence on social media and enables them to connect with friends while watching their favorite shows. Cost: $2,000.

For more information…visit the Ypulse research page.