Ypulse Essentials: Foursquare Passes 20 Million Users, Music Festivals & Millennials, Characterizing Gen Y

Check out the rest of today's essentials on kids' spending power, teens texting and driving, how HBO's "Girls" accurately portrays Gen Y, and more...

Foursquare Day badgeHappy 4sqDay! (April 16, four-squared — get it? And today, Foursquare announced that its reached 20 million users and 2 billion check-ins! The site has grown rapidly, especially among Millennials who are constantly on their phones and seek to inform their friends of their whereabouts. In fact, according to our recent Ypulse research, 21% of collegians and 13% of high schoolers use the site to check in. And today only, users will get a special 4sqDay badge when they check in honor of the occassion!) (USA Today)

Coachella is a right of passage for Gen Y and a cultural experience (which says a lot about Millennials’ group-oriented attitude. There isn’t as much of a barrier between artist and fans today, and as Swedish House Mafia took the stage this weekend, an electronic dance music revolution was in full force. It’s also a good venue for marketers to reach Millennials and test out brand advertising strategies. Speaking of Coachella, check out pictures from the show and fashion at the festival, which has become almost as important as the music) (The Lefsetz Letter) (CNN) (Flavorwire) (Refinery 29)

While Millennials can generally be categorized as optimistic, tech-savvy, and team-oriented (such attitudes don’t accurately describe all Millennials as Boston Consulting Group points out. Instead, they tend to fall in six groups including Hip-ennials, Millennial Moms, Anti-Millennials, Gadget Gurus, Clean and Green Millennials, and Old School Millennials, with Hip-ennials — mostly females who are careful spenders and constantly seek information — making up the largest group) (MediaPost)

It’s no secret that kids have tremendous purchasing power in their families (with three out of five parents involving their children in car-buying decisions. This creates an even bigger need for…

 
 
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Millennial News Feed

Quote of the Day: “Quite frankly there are guys clothes I like sometimes but I never could wear. I mean, I'm not a cross dresser! But if they had something in my size and shape, totally. I would buy it.” –Female, 14, OH

Three singles from Ariana Grande’s sophomore album My Everything have already infiltrated the top 10 on iTunes before its release, but she is going beyond online hype for a triple marketing threat. The 21-year-old will appear with Jessie J and Nicki Minaj in a 2-part commercial that tells the story of a night out and its aftermath using clips from their music video collaboration. The commercials, branded with Beats and Target, will air during the MTV VMAs where Grande will also perform live, all one day before the album drops. (WSJ)

SoundCloud is going the way of Spotify by introducing a tiered subscription service that will also bring advertising (read: revenue) to the platform. The first Partner tier offers helpful feedback and basic statistic tools and will be free for the 10 million plus creators heard on SoundCloud each year. This announcement comes months after new streaming services like Beats Music flooded the market, and its latecomer status may prove helpful for Millennial listeners who are already accustomed to in-app ads or paying to opt out. (TechCrunch)

First pizza becomes a one-button business, and now video editing is being democratized for the masses with new app Fly that “makes big-time, Cannes-ready cutting room floor techniques as simple and intuitive as a flick of the finger.” The one-touch, video editing app makes simple edits like cuts and transitions, but also allows users to put videos side-by-side and stitch together different cameras to capture multiple viewpoints of an event. (Netted)

Millennials have been experiencing a disconnect with “luxury,”and Louis Vuitton has been seeing declining sales across Asia despite its prominence and ubiquity with global consumers. To hold onto its market, LVMH is diversifying into entertainment, specifically into K-pop. The company has bought millions of shares in South Korea’s YG Entertainment, one of the major players in K-pop’s explosion and the same enterprise that represents the genre’s hottest stars and fashion icons: Psy and G-Dragon. (Quartz)

Approximately $458 million was spent last year investing in wearable tech, but as product offerings become more diverse across patches, watches, and clothes, they’re losing a focused purpose and the attention of the general Millennial buyer. In a study from textbook service Chegg, out of 1,000 college students, 67% had not even heard of the term “wearables,” and of the 18% who do own a wearable device, the majority had bought inexpensive activity trackers. (PandoDaily)

Quote of the Day: "An athletic hoodie never goes out of style according to me. It's easy, can get dirty, and you'll show a bit of school pride. Besides, no one expects you to look top dollar every day in graduate school.” –Male, 27, MD

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