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 use cloth diapers, and a lot of my coworkers don't quite understand this. They aren't condescending, per say, but I do think that they judge my less mainstream parenting style. Also, several of my online mommy Facebook groups can be VERY judgy.” –Female, 26, IL

Last spring Gap made headlines by voluntarily raising the company’s minimum wage to $10 an hour and let loose the viral hashtag #LetsDoMore, which has seen 90 million social media impressions to date. The fashion brand has continued to develop its ethical stance via powerful posts on Twitter, Facebook, and Instagram, recently supporting the U.N.’s #HeForShe movement and using social media as an outlet to promote women’s equality in the workplace. Though their “Dress Normal” clothing campaign may be missing the mark, their social media strategy speaks to young women in a way that they can support. (Forbes)

International news outlet Al Jazeera has introduced “Pirate Fishing,” an interactive game that lets players act as journalists investigating an illegal fishing trade. As Millennials shift their focus from traditional news sources, the game intends to bring readers “deeper into the story” for a more immersive experience. Other media outlets are seeing similar value in creating interactive story telling through gaming: BuzzFeed is currently putting together a team dedicated towards game development. (Digiday

The U.S. Navy is looking to mentorship as a way to adapt its highly regimented training routine to fit Millennial work expectations. While Millennials may not want to be friends with their superiors, they want to feel respected and receive constructive feedback, so Gen X commanders have started mirroring parent relationships with students as a way to connect and instill a sense of family values. (Businessweek)

Twilight author Stephanie Meyer and Lionsgate have announced a new project in the works titled “The Storytellers—New Creative Voices of The Twilight Saga”. The series calls for female directors to create short films based on Twilight characters, with the top five being chosen by a panel of talented females that includes Octavia Spencer and Julie Bowen. The final products will be screened on Facebook, hoping to attract new audiences with a social-media-first push. (Vulture)

Moms began ruling social media with the surge in mommy bloggers and online communities, but a recent poll of the demographic shows that social media overload may just be #TMI (too much information). 60% of new moms are considering unplugging completely from social media, and feel pressure to appear to have a perfect life online. When asked to name their turnoffs, Millennial moms named sharing too much and too often, along with too much marketing content on their feeds. (Mediabistro)

Our daily insights article, available to Silver and Gold tier subscribers, 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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