Ypulse Research Roundup: Millennials' Online Sharing Habit, What's In Their Backpack? & 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 me to be included in the next Roundup.

Trust Online: Young Adults’ Evaluation of Web Content
Little of the work on online credibility assessment has considered how the information-seeking process figures into the final evaluation of content people encounter. This study found that the process by which users arrive at a site is an important component of how they judge the final destination. In particular, search context, branding and routines, and a reliance on those in one’s networks play important roles in online information-seeking and evaluation. Also discussed is the fact that users differ considerably in their skills when it comes to judging online content credibility. The study’s methodology uncovered a crucial part of the puzzle of online credibility assessment: the important role that search context plays in what content many users deem trustworthy. That is, rather than simply evaluating content based on the features of the destination Web site, users put considerable trust in the online equivalent of traditional gatekeepers: search engines. Users exhibit a great amount of trust in these tools, independent of whether they lead to the most relevant content. Cost: Free

For more… read the full study at Scribd.

College Back-to-School Spending Rises
The college cohort (the vast majority between 18-34) wield formidable spending power, projected to increase 13% from $270 billion in 2009 to $306 billion this year. Within this figure, discretionary spending is set to increase 10% from $62.7 billion to $69 billion, making college consumers an even more desirable…

 
 
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Millennial News Feed

Quote of the Day: “I'm trying to save roughly $5,000 to buy a vehicle. It will take me another 6 months or so.” –Male, 16, NC

The year started with a report that teens are leaving Facebook, and it’s ending the same way. A report this week showed that 88% of 13-17-year-olds were using the network in 2014, a drop from 94% in 2013. We’ve looked at the reasons that teens just aren’t as interested in Facebook before, and Ypulse’s latest social media tracker survey actually showed that currently only 63% of 13-17-year-olds say they use Facebook. (Mashable)

Millennial tastes are shaping the future of fast food, and majorly impacting longstanding brands. But what chains are keeping them happy now? YouGov BrandIndex ranked the restaurant chains that 18-33-year-olds would consider going to again to gauge their current brand loyalty. Gourmet sandwich chain Jimmy John’s topped the list, with 83% saying they would return. Chipotle, Chick-fil-A, Whataburger, and Subway made up the rest of the top five, in that order. (Business Insider)

Video sharing competition is heating up. Former Hulu CEO Jason Kilar has launched Vessel, his new subscription video service, which has been predicted to be a YouTube competitor. To entice creators to post content, they’re being offered $50 for every thousand views in the first three days they are posted, ifthey are only posted on Vessel. After a “72-hour exclusive window” the content can be shared on other sites. Currently Vessel is only open to creators, and a consumer launch “is pending.” (StreamDaily)

Kids are often shielded from adult content, usually because it is deemed too violent. But in reality, their bright cartoons might feature more carnage than grown-up fare. A recent study looked at the biggest children’s and adult movie hits in the same year and found that “two thirds of the 45 highest grossing children’s animated films feature an onscreen death of a major character” compared to half of the top “non-kid” films. “Death and destruction” are just a regular part of your average animated classic. (NYMag)

‘Tis the season for gift swaps, including the sinister favorite White Elephant—also known as Yankee Swap and Nasty Christmas. Old Navy is featuring the game in their holiday Vine campaign. Each day a video reveals gifts, from a high-end trip to a pogo stick, that will be given out, and every person who re-Vines or likes the clips is entered to win. The brand has also tapped 12 popular Viners to create their own clips in which they steal a previously opened gift or stay with the gift of the day. (Old Navy)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold tier subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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