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: “Mint.com is amazing. I love that I can link accounts to goals, it automatically categorizes my purchases, and it has all my accounts in one place (I have 17 linked!!!) I rarely go to individual websites anymore except to make a payment or something, since all my transactions are in Mint.” –Female, 27, VA

J.K. Rowling’s novel Fantastic Beasts and Where to Find Them, an extension to the wizarding world set a century before the Harry Potter brood entered Hogwarts, will breakout on-screen in a trilogy directed by none other than esteemed Potter director, David Yates. Fantastic Beasts and other novels from Rowling haven’t lived up to the Potter fandom, but putting back together the team that made Harry Potter come alive for audiences regardless of reading the books prior, might do the trick to attract viewers come November 2016. (MTV News)

Car buying is a big step for Millennials, and since they often don’t know what they’re looking for right off the bat, researching online is vital for product and dealer comparisons. 95% of Millennials use the internet to shop for vehicles and half are researching cars on their phones, compared to only 19% who were using smartphones to auto shop last year. Brands and dealerships are having to rethink their online strategies with the rise in mobile shopping, since having a mobile site that functions poorly is much worse by Millennial standards than not having one at all. (MediaPost

Capsule collections are still a big draw for young consumers, excited by the rush of limited-time-only launches and the ability to buy designer items for less. The Altuzarra for Target collection debuted its lookbook online this week with increased excitementfrom fashion publications, but one blogger was majorly disappointed by the lack of plus size options and decided to start a #BoycottingTarget movement. Her frustration comes after a recent sweep to remove plus sized lines from Target stores, and while the brand promises for a “new plus line in the near future,” shoppers are still upset. (Jezebel)

Current consumer culture is based on the Boomer ideal of big cars parked in the driveway of a big suburban house, but Millennials’ pushback on entering adulthood and moves to urban centers are a sign that products and marketing must change to fit their needs. Brands from mattress companies to Pepsi to General Mills are revamping packaging, reformulating products, and considering marketing tactics like sponsorship of music concerts or online quizzes to approach this generation “on their terms.” (NY Times

Anonymous app Secret has come under fire as a rumor mill for bullying, and a judge in Brazil has ordered Apple, Microsoft, and Google to make Secret unavailable in their app stores to people in Brazil. The judgment was brought to light following reports of students wanting to leave school because of rumors spread on the app. Since technical implications to remove Secret from users’ phones may not be feasible for app store providers, preventing the trend of anonymous bullying from growing globally will be difficult without cooperation from the app’s founders. (PandoDaily)

Infographics add to the story of this generation’s behaviors and views by synthesizing complex data into quick, visual bites. Our Gold and Silver tier subscribers are given access to our regularly published Infographic Snapshots, like this week’s breakdown of back-to-school spending. Using stats from our proprietary bi-weekly survey data, we make sure you know exactly where your Millennial target audience stands in a quick and easy way. (Ypulse)

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