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.

How Old is 'Old'?
Depends on the age of the person you're asking. According to a new Pew Research Center Social & Demographic Trends survey on aging, perception of when "old age" begins [more than half of the under 30 set says 60, or younger] is just one of the disparities between generations. And the divide is not lost on the respondents — 79% say there is a generation gap, a significant spike from the Gen X era response of 60%. Of course, the phrase has considerably different implications in the digital age. Cost: Free

For more information: download the full PDF of "Growing Old In America: Expectations vs. Reality"

How Can Teachers Nurture The Digital Growth Spurt?
One particularly relevant paper among the many new media-focused research available on the Media in Transition site, focuses on teaching digital literacy, considering the most effective methods for imparting students with "the ability to communicate via screen, image, and page, as well as the ability to search, find, critically evaluate, and use information ethically." Cost: Free

For more information: read the full report on the MiT site.

Gen Y Likes Mom & Dad. They Really Like Them
Echoing what we've been hearing stateside for a while, research published by the Australian Institute of Family Studies takes a look at the increasingly close relationship between parents and their adult children. More so than the 'rents themselves may realize. According to the study, 88% of young adults said they still counted on their parents for advice and emotional support, yet only 70% of parents thought of themselves as still helping in that role. [via Derek Baird:: Barking Robot]

For more information: check out the Courier News article and the Australian Temperament Project website, a pretty cool ongoing study that's tracked 2000 Australian Millennials since 1982.

The TV Is On, But Does Media Reach Teens At Home?
We asked this question the other week after the Nielsen report on How Teens Use Media came out, but recent research from OTX pretty much confirms our suspicions– "[young people] frequently conduct over 5 activities whilst watching TV." Conversely, when it comes to communication texting/instant messaging/social networking teens see devices as a means to enhance quality time with friends. Sometimes to the point of doubling up — according to the OTX report, "a quarter of young people interviewed text or IM friends they are physically with at the time." [via Millennial Marketing] Cost: N/A

For more information: Go to the OTX site

Then How Do Brands Get Youth To Pay Attention?
The 2009 MobileYouth Report explores "the implications of industry assumptions about whether or not youth are actually paying attention to their message." This entails 16 reports analyzing key aspects of youth marketing through the perspective of the consumer, with an emphasis on the evolving role of mobile. Cost: $3995

For more information: Go to the MobileYouth site

And How Do Brands Make Teens Feel?
eModeration follows up a previous white paper on "How to moderate teens and tweens" with a further examination of the differences between offline and online behavior among teens and tweens. The paper touches on both the positive and negative impact on development and "what that means for brands engaging with this group online."

For more information: Download the full report on eModeration.

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

Categorized under: Youth Marketing, Ypulse Research

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