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…

 
 
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: “It's cheaper and more fun to make my own Halloween costume. Also that way my costume will be different from everyone else's.” –Male, 17, PA

In stories of cyberbullying, Formspring gained a reputation for being an epicenter for negativity and hurtful anonymous comments between teens. The platform shut down last year thanks to that toxic history, but in its wake new site Sping.me wants to be “the friendliest social network,” joining the fight for positivity in social media. Like Formspring, Spring allows Q&A discussions and chats, but the site wants those chats to facilitate making friends. Spring’s slightly older userbase (an average age of 24) is one factor they hope will keep the environment relatively gossip and troll-free. (TechCrunch)

In our most recent Ypulse Quarterly trend report, we talked about Chasing Neverland, a trend of Millennials wanting to recapture the carefree feeling of their childhood. One example? The pre-work dance parties that have become popular in New York, LA, San Francisco and Atlanta. Daybreaker, the company throwing these energetic events, emphasizes health and wellness, and says the parties are all about having a unique, fun, in-person experience. According to one organizer, “There’s an outcropping of excitement for interactivity and real community experiences. Millennials—they’re tired of online.” (Mashable)

Millennials are getting serious about saving. According to a new study, the number of young workers enrolling in 401(k) plans increased 55% in the first half of 2014. A major factor behind the increase is the “sheer number of Millennials entering the workforce.” Today they make up 25% of workers, and by 2020 that number is estimate to climb to 50%. (Time)

The rumored anonymous Facebook app is here: Rooms is a mobile network that aims to bring people together based on mutual interests instead of mutual social connections. Users can create a room around any topic, from bee keeping to World of Warcraft, and other people can join those rooms using any username they choose. Room accounts are not connected to Facebook accounts, and the app is based off of the idea of online forums more than recent iterations of social networking. (Fast Company)

Archie, Betty and Veronica are coming to TV: Fox is developing a “subversive take” on the iconic comic series. The show,Riverdale, will reportedly be a combination of the small-town teen sagas of Dawson’s Creek and the weird, mysterious happenings of Twin Peaks. The plot will focus on the darker elements lurking under the “wholesome façade” of the town, and other characters from the Archie franchise will be involved—Josie and the Pussycats will reportedly play a “big role.” (SlashfilmUproxx)

Did you know that Ypulse tracks social media trends in our biweekly surveys? We found that Vine, Twitter, and YouTube have seen steady growth since November 2013, gaining 9%, 10%, and 13% more Millennial users, respectively. Our Silver and Gold tier subscribers explore helpful visuals that detail our tracked trends in the Data Room on Ypulse.com. (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