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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.

What’s On The Class Of 2013′s Minds?
The Beloit College Mindset List, an annual effort to understand the unique perspective of this fall’s incoming class of college freshmen. What do these millions of 17 and 18-year-olds expect out of the real world? In a nutshell, major advancements in technology (the convergence of radio, TV and video into computers), culture (multi-culturalism), continued conflict rooted in the economy (retirement for mom and dad) and health care. Cost: Free

For more information… view the full list on the Beloit College Mindset List site.

Brands: Be Transparent, Be Very Transparent
The big takeaway from Trendwatching’s latest Trend Briefing: reviewing is the new advertising. In other words, brands take heed. Don’t just anticipate the deluge of feedback, embrace it. The report doesn’t focus specifically on youth, but like savvy consumers of any age, college students and twentysomethings are set on making informed choices about their purchasing decisions through crowdsourced wisdom. By taking into account the 1.6 billion consumers now online and the volumes of reviews, recommendations and disappointments produced in that space, not to mention reproduced by third-party review sites, aggregators, etc., brands can add value to the shopping experience and help distinguish themselves from the masses. A couple standouts with youth appeal named in the report: Yelp and TripAdvisor. Cost: Free

For more information… see the full report on the trendwatching site.

The [Way] Web Makes Me Feel
A really interesting, slightly less conventional research project headed up by MediaSnackers, a UK youth media consultancy. The team explored the emotional responses to the social web among 13-19 year olds living in the UK by distributing 500 postcards to 13-19 year olds and asking them to describe in one word how the web makes them feel with one additional line to elaborate on their choice. The report provides even more substance to support Anastasia’s argument towards the developmental component of teens relationship with the web. Broken down by gender and age, the report offers refreshing, original insight driven by teens in the UK. Notably, the emphasis is heavily on the positive. Just check out the top ten emotions: Happy, Connected, Good, Excited, Free, Entertained, Bored, Interested, Sociable and Independent. Cost: $161.60

For more information… purchase the full report on the TWMMF page of the MediaSnackers site.

Up Close And Personal With The Class of 2013
Alloy Media + Marketing’s 9th annual College Explorer study, powered by Harris Interactive, takes a closer look at the largest class in history and their equally hefty spending power. Coming to campus this fall: 13.8 million students between the ages ages 18-30 with a record $250 billion at their disposal. Still, in these troubled times, when it comes to spending, these incoming freshmen continue to value low cost and finding a “good deal.” Also, almost half have a preference for purchasing brands tied to a good cause, a number that has grown by 30% in just four short years with 43% of college students stating their preference for purchasing socially responsible brands. On that note of positivity, the study also found four in ten of 18-24 year olds rank their age group as the candidates with the greatest ability to impact positive change in the world, more than twice the confidence they place with the federal government and nearly five times that of Fortune 500 companies. And speaking of trustworthy.. Alloy asked college students to think of the brands that evoke the strongest feelings of “Happiness” and “Trust” for them. Number one on the “Happiness” list? Clinique, i.e. makers of “Happy” perfume). “Trust” was won by Johnson & Johnson, synonymous with baby care products. Other topics include: major concerns (finances top the list), tech preferences (three-quarters of campus dwellers own laptops) and discretionary funds (still spending, but more emphasis than ever on the discretion).

For more Information: Contact Jodi Smith, VP, Public Relations at jsmith@alloymarketing.com

The Truth About Back-to-School Blues
According to the Youth Trends Back To School Retail & Shopping report, the major shift in back-to-school retail this season will not be reflected in a drastic decrease in expenses, so much as in increased anxiety among returning students. In a preview of the research on sale, GenDigital reported that the teens and college students surveyed planned to spend an average of $614 on back to school-related purchases this season. Only a slight knock down compared to last year’s price tag of $619. And yet, overall both college and high school students demonstrated a “measurable level of frustration as it relates to what they need for the new school year versus what they actually desire…across a variety of product categories ranging from clothing to residence furnishings.” The cause for this disparity between available funds and outlook? Youth Trends points to young people’s heightened awareness towards parents’ economic situations and the financial strain these school-related purchases might cause. Cost: $499

For more information… go to the Research Store on the Youth Trends website.

The Ypulse August Monitor: Shopping + Mobility = Back To School
This research is produced by the other side of our business, Ypulse Insights. The Ypulse Monitor offers a quick snapshot of what’s driving youth – in the August Ypulse Monitor, we cover BTS shopping/spending and youth mobile adoption. To celebrate the union of Ypulse and SurveyU, we’re offering 16 editions of the Ypulse Monitor for the price of 12! Subscribe today and get the last five info-packed editions as well as eleven more (published monthly) until July of 2010. Cost: $250 annual subscription

For more information… go to the NEW Ypulse Research site.

The August Ypulse Report: Shopping + Mobility = Back to School
The August 2009 edition of the Ypulse Report provides an in-depth look at back to school shopping and mobile communications. From what brand of cellphone they use to where they bought it (along with other, school-related purchases), Ypulse taps into the minds of 1,000 college students and 500 high school students to help marketers understand the the habits and preferences that shape this large and influential generation of consumers. Cost: $499 for a single report (comes with the August Ypulse Monitor) or $3500 for an annual subscription, which includes a free subscription to the Ypulse Monitor.

For more information… go to the NEW Ypulse Research site.

For more coverage of youth marketing, go to the Ypulse Youth Marketing Channel sponsored by Youth Marketing Connection.

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Categorized under: Youth Marketing, Ypulse Research

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