Ypulse Research Roundup: Harris Trends & Tudes, Duquesne University & More
Posted by meredith on 08-04-2009
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.
It’s Not The Number of Hours You Spend Online…
It’s how much they’re worth to you, according to the most recent Harris Trends & Tudes newsletter on “Online Youth Around the World.” To that end, the report found that even though young people in Brazil and Sweden reported spending the most time online per month, while those in Japan, China and Germany were among those who spent the least, Brazilian and Chinese youth were more likely to say they couldn’t live without the web. Moreover, even in that similar dependence there was a disparity with young people in China more likely to say they were spending that time learning “valuable skills” online, while in Brazil they were more likely to say they were “wasting their time.” Regardless of quality, however, parents across the international board, underestimated the quantity of how much time their kids were actually spending online. On average, the numbers children reported were nearly two times as much as their parents’ estimate (parents in the US and the UK were the most off base). Still, half the parents believed their children were spending “too much time online.” Guessing this newsflash won’t help matters. Cost: Free with subscription
For more information… download the PDF for the full report.
From Screen To Shining Screen
In-Stat reports that the under-35 adult population in the US is fueling the adoption of Web-to-TV video consumption. Already, 29% of US 25 to 34 year olds with game consoles use the devices to watch streaming video off the Internet and 40% of young adult US households view Internet video on the TV at least once per month. Cost: $2,995
For more information: read the abstract and press release available on the In-Stat website (via Derek Baird:: Barking Robot)
What’s Gender Got to Do With It [The Economic Outlook of Graduating Seniors]?
A lot. According to the Seniors’ Economic Expectation Research (SEER) from Duquesne University, while the downturn has lowered economic expectations of outgoing students overall, female grads report a more pessimistic outlook than their male counterparts. Part of this stems from lower-earning careers: the SEER figures show that females are five times more likely than males to enter education, and one-and-a-half to two times as likely to be social science and liberal arts majors. However, this year’s survey shows the expected income gap between genders widens at the three-year mark, compared with last year’s results. A breakdown by gender shows that the “good or very good” ranking was given by 53 percent of the senior males but only 37 percent of the females this year. Meanwhile, overall 45 percent of the 749 students were confident (“good” or “very good”) in their prospects, whereas in last year’s survey, it was at 65 percent.
For more information: read the press release on the Duquesne University website and contact Bridget Fare, Director of Public Affairs
Virtual Census Comes Up Short With Representation of Minorities And Women
The first comprehensive survey of video game characters, encompassing the top 150 games in a year across nine platforms and all rating levels, confirms that the video game industry is not an accurate representation of American society with fewer than 3 percent of video game characters recognizably Hispanic, and all of them non-playable, background characters. A further reinforcement of the argument behind the “Ghosts in the Machine” presentation I reported on from the PSFK conference earlier this year, that pointed out the high proportion of Hispanic and African American players Additionally, the census found only 10 percent of playable characters surveyed were female, though women now make up 40 percent of video game players. Cost: Free
For more information: read the summary on Science Daily with access to the full journal article.
What About Multicultural Marketing And Media In General?
Also, leaves a little something to be desired. According to The Cassandra Report Multicultural 2009, which found that “despite the fact that African American, Asian, and Hispanic youth continue to feel under-represented across nearly all forms of marketing and media (nearly half of those surveyed say that marketers/advertisers do not understand their culture!), consumption patterns clearly show multicultural youth are more accepting of advertising across television, the Internet and mobile platforms than are their Caucasian counterparts.” Also, in line with previous studies, we’ve seen including the above on video games, the findings confirmed multicultural youth as avid entertainment consumers, utilizing multi-platform technologies, especially mobile devices, in more multifaceted ways to fulfill their entertainment needs than are other consumer groups.
For more information: Read the summary on Trendcentral and contact Liz Gray at Intelligence Group.
For more coverage of youth marketing, go to the Ypulse Youth Marketing Channel sponsored by Youth Marketing Connection.
Categorized under: Ypulse Research