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: “My dream for the future is complete financial independence from parents and any others, and a very satisfying career that I enjoy (a high salary would be a plus, but not essential).” –Male, 25, PA

The pickup game could become a thing of the past. According to ESPN, playground basketball as we’ve known it is dying. Crime has pushed many urban kids off of outdoor sports spaces to indoor courts that can be controlled. Meanwhile, high school players who want a future in the sport are turning to organized leagues like the Amateur Athletic Union over yard games where “street cred” ruled over building skills to showcase for schools. (ESPN)

Let wants to be the “ultimate, coolest” social network for teens. The app was built on the concept that “Facebook is not for teenagers anymore” and that they are looking for a more positive, gamified experience. Let creates leaderboards to show the members who have amassed the most stars, the equivalent of a Like, and has recently gained members—reportedly doubling in size every two weeks—thanks to YouTube stars like Jake Boys joining and “bringing their followings with them.” (TechCrunch)

Are Millennial marriages in beta? A lot has been said about the generation’s delayed walk down the aisle and their rearrangement of traditional adult milestones. Now, a new study has found that even after they’ve walked down the aisle it might just be to test the waters: 43% of Millennials “would support a marriage model that involved a two-year trial,” and 33% would be open to licenses that require the “terms” to be renegotiated after a certain amount of time.  (Time)

Young consumers have made music streaming their clear preference, and it is currently the only area in the recorded music industry experiencing growth. Apps like Spotify, Pandora, and iHeart Radio are competing for their attention, and their loyalty. But an epic streaming battle could be about to begin: tech titans like Apple, Google, and Amazon are acquiring their own streaming tools in order to control the future of the music market. (Quartz)

Some are dubious as to whether social apps can create real media stars, but it can’t be denied that for young artists today the path to fame has diversified, and online followings can impact careers. Case in point: 15-year-old Vine star Shawn Mendes’ self-titled EP hit No. 1 on iTunes only 37 minutes after its release, thanks in part to his 2.9 million followers spreading a #ShawnToNumber1 hashtag. (Mashable)

Quote of the Day: “My dream for the future is to become an entrepreneur so I can become my own boss. I also want to become successful to help other people who are in need.” – Female, 23, CA

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