Five Things You Don’t Know About Millennials and Teens

It’s free content week! We're counting down our five most popular articles of 2015 so far, and giving all our readers access to them. Here is the 3rd most clicked, originally published April 27th, 2015—we hope you enjoy!

Every month, we survey 1000 13-32-year-olds to learn about young consumers' attitudes and behaviors, and today we're using recent data to highlight five things that you probably don’t know about Millennials and teens, from their mobile behavior to their spending habits. Not everything you’ve read about them is true…

1. THEY’RE MORE TRADITIONAL THAN YOU THINK. 

Hookup culture and all those “newfangled” dating apps get a lot of attention, but in reality Millennials and teens are more traditional than you might think. 50% of 13-32-year-olds have been on a formal date, 25% are in a committed relationship, and 17% are married. The majority of those in a relationship met their significant other in an old-fashioned way: 32% met at school, 22% through mutual friends/family, 9% met at work. But how real is that infamous hookup culture? Only 23% of those over 18-years-old have had a one night stand. And while it’s true that sexting is a thing—34% have sexted, and 15% have “naughty Snapchatted”—the majority want stability in their romance, with 75% saying they want to be in a long-term committed relationship.

2. THEY ARE EATING FAST FOOD.

Millennials have been accused of “killing” many a fast food brand, with 2014 filled with reports of their dining preferences dictating the future of fast food. It is true that young consumers have slowed their restaurant visits, and fast food restaurants have seen a 5% decrease in traffic amongst low income Millennials and a 16% decline from higher-income Millennials over the last seven years. Many chains are realizing that the generation is more interested in brands that invest in ingredients than those that spend on marketing. But the reality is that they ARE still spending on fast-food. According to Ypulse’s most recent spending tracker, on an average day, 33% of 13-32-year-olds spend money on fast food/take out, 23% spend on groceries, and 16% spend on dining out. Their definition of fast food might be in flux, but if brands can give them the products they want, they will spend.

3. THEY’RE INSTAGRAMMING MORE THAN THEY’RE TWEETING. 

That’s right, in Ypulse’s most recent social media tracker, Instagram overtook Twitter, with 52% of 13-32-year-olds saying they use the image-sharing network, compared to 48% who say they use Twitter. When we ask which social networks they actively post content or comment on a daily basis, 33% said Instagram while only 22% said Twitter. This daily use only intensified for teens: 39% of 13-17-year-olds are Instagramming daily, versus 21% who are tweeting. It’s a trend we’ve been watching, and calling out, for some time. Image-based platforms have seen a rapid rise in popularity thanks in part to Millennials’ visual communication tendencies, and marketers will continue to shift their strategies to visual platforms to reach young consumers. 

4. THEIR ONLINE SHOPPING IS RIVALING THEIR IRL SHOPPING.

It’s no secret that young consumers are more open than previous generations to online and mobile shopping, but now their digital spending is rivaling their IRL shopping time. Our March survey revealed that while mass merchandisers top the ranking of the places Millennials and teens have shopped in the last month, online-only stores are a very, very close second with 67% of 13-32-year-olds saying they had shopped online in the last 30 days. Those over 18-years-old were even more likely to have shopped online, with 73% reporting they had made a purchase from an online-only store, compared to 48% of 13-17-year-olds. Local grocery stores came in third on the list, and 33% said they had shopped at national chain stores like JC Penney and Kohl’s. 

5. THEY’RE IGNORING YOUR MOBILE ADS.

Yes, young consumers are hooked to their mobile devices, and brands need to reach them there. But when we ask young consumers which type of advertising they usually ignore or avoid, 63% say online ads, like banner and video ads, and 68% say mobile in-app ads. In other words, digital marketing—you’re doing it wrong. It’s not enough to be where they are, you have to be where they are, and match your message to their behavior. As more brands and platforms clue in to that fact, we’re seeing an evolution of digital marketing and pre-rolls, banner ads, and more are progressing to appeal to young consumers’ mindsets. Meanwhile, while we know for a fact that they are fast-forwarding through commercials whenever they can, only 32% say they try to ignore or avoid TV ads.  

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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