And Our Most Read Article of 2016 Is…

We looked back at the year to see which Ypulse insight articles our readers were most interested in—and explorations of young consumers’ entertainment and media use were the most hot topics of 2016. Our 4th most read was all about their favorite TV shows, the 3rd looked at their feelings about the social platforms they use, and the 2nd examined their daily smartphone use. And our most read article of 2016 is…

5 STATS ON MILLENNIALS, TEENS & SOCIAL MEDIA

How can the importance of social media in Millennials and teens’ lives be stated? When we survey 13-33-year-olds for our quarterly Social Media Tracker, only 2% say they don’t use any social platform. Millennials reportedly spend 11 hours and 26 minutes with smartphones daily, and Ypulse’s research shows that messaging and social networking are the two activities they are doing the most on mobile during that significant amount of their days. Teens are even more likely than older Millennials to use their phones for social networking. According to our recent monthly survey delving into social media behavior, four in ten 13-33-year-old admit they are addicted to social media.

So we don’t need to tell brands it’s important to understand the role that social media plays in young consumers’ lives—but we can keep you constantly up to date on its impacts and implications. Here are five new stats on Millennials and teens social media behavior and preferences right now:

1. Half of 13-33-year-olds say getting likes on social media gives them a rush.

There’s a reason so many feel addicted. Young consumers are often criticized for their compulsive social media use and over-sharing, but that social use can make them feel really good. Social sharing actually releases a higher dose of “feel-good hormone” oxytocin than in-person interactions—and…

 
 

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The Newsfeed

“Art is basically my job and I enjoy it so much.”—Female, 15, MD

Snap is making its “biggest move” in scripted original content, teaming up with NBCUniversal and the Duplass brothers for their next series. The Duplass-owned creative studio Donut will produce original series for Snap shot in vertical video. NBCU and Snap will also be opening a joint digital content studio focused completely on mobile-first entertainment, “formaliz[ing] their partnership” and putting Snap firmly in the producing/original content creation camp. Snap’s mobile-only approach is part of a movement to shake up how we view videos—in fact, they’re calling their offering “a fundamentally new medium.” (THRTechCrunch)

Eggo frozen waffles are capitalizing on their unexpected Stranger Things’ fame. The brand has seized the marketing opportunity of being a part of one of Millennials & Gen Z’s favorite shows, tying themselves into Netflix’s Super Bowl ad, creating a special toaster for select fans, and swarming New York Comic Con with people dressed up like Eleven armed with “watch party kits” (aka “waffles and a microwavable syrup server”). To prep for the premiere of season two of the show, Eggo is sending out a fully-loaded food truck for the red carpet premiere, and going all out on social media to connect with fans. (MediaPost)

More teens than ever have severe anxiety, but why? The American College Health Association found a 12% increase in undergrads reporting “overwhelming anxiety” from 2011 to 2016, and several studies concur that “there’s just been a steady increase of severely anxious students.” Social media is part of the problem—constant like-monitoring and cyber bullying isn’t helping the most stressed generation to date. There’s also an increasing (and constant) perceived need to over-achieve. One psychology professor observes, “There’s always one more activity, one more A.P. class, one more thing to do in order to get into a top college.” (NYTimes)

Ypulse research has shown that 88% of Millennial parents are trying to avoid helicopter parenting—but they might not be able to help it. The constant media storm of global atrocities and everyday stories of parenting gone wrong combined with advertisers’ willingness to fear-monger, results in a generation of (understandably) anxious parents. It doesn’t help that the tech to constantly monitor kids is easily available (albeit pricey)—from drone surveillance meant for the military to devices that track “blood-oxygen levels all night long.” One relationship therapist sums up, “Everyone is having a hard time drawing a line and just figuring out what’s reasonable versus what’s over-protective.” (Refinery29)

Brands are turning college students into mini-sales forces. Aerie, Victoria’s Secret Pink, and Express are just a few of the many brands that have a program for college campus reps where students receive swag, experience, and other perks for helping bring brand awareness to their colleges. Though brands don’t always require social posts, most ambassadors do share their swag on social, bringing organic ads to their friends’ feeds. The biggest draw is that social posts from reps “[come] across as natural, authentic, a product that they would normally use or want to talk about.” (Racked)

“[Celebrity] can mean anything nowadays and it's a rather diluted term; from YouTube star, to someone on Instagram with millions of followers, to reality TV dopes, etc.”—Male, 30, WI

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