Everything you need to know about Gen Z and Millennial research and marketing, at your fingertips.

“Adult means being entirely independent. I pay my own bills, make all decisions in my life, and feel very in control.”—Male, 20, NY

Millennials and teens told Ypulse that ASOS is one of their favorite places to shop online—but the brand has also mastered mobile sales. Over 50% of their customers are purchasing from their phones, thanks to features like “Shazam for retail,” which lets customers search for more specific products via image, and data and AI learning that helps hone in on user preferences. AVA will be the brand’s next big mobile move, making virtual assistants available to customize how customers shop by holding onto their demographic data, size, and preferences. (Glossy)

Some Millennials are financing everyday items. They’re avoiding credit card debt, but often agreeing to higher APRs to go through third-party payment companies like PayPal and Bread. For instance, Brooklinen joined up with Affirm (which we covered back in 2015) to offer payment plans for their higher-end sheets, with APR rates ranging from 0% to 30%. With the average credit card rate at 17%, or zero if you’re paying cash, some are paying a premium. (Marketwatch)

Limited Too, the ‘90s teen store and Millennial mecca, was shut down in 2008, but their recent NYC pop-up allowed visitors a nostalgic revisit. One customer who came said, "I just wanted to come reminisce about my childhood," and others praised the selfie stick fans (for that windswept look). The brand is now under new management and planning to open 200 new stores soon. Since they report the pop-up preview was “successful and extremely engaging,” you might spot their signature blue flowers and excessive glitter in a store near you. (Business Insider)

A dangerous new YouTube trend, the Hot Water Challenge, is causing kids to burn themselves. Videos are circulating where kids try to withstand hot water, and in one case even drink it. Though the trend hasn’t gone viral, several incidents are startling enough to cause “a simmering moral panic.” An eight-year-old girl recently died from drinking boiling water through a straw, a ten-year-old suffered severe injuries, and an 11-year-old has burns bad enough “that doctors won’t even let her look at them.” (NYMag)

YouTube is adding chat to their app, just in case you didn’t have enough messaging apps. The new feature is housed under the “Shared” tab, and allows users to send videos to their friends and chat about them while the video stays in view. But some think the functionality doesn’t go far enough to differentiate itself from other chat apps, which you can also share YouTube videos on. Since it’s not a standalone offering and Ypulse found most Millennials message every day, “Google will probably deem it a useful addition.” (VB)

“My phone is my navigation. If phones didn't have navigation there would be no need to have a smart phone.”—Female, 21, TN