Reassessing Millennials at the Ypulse Mashup

An announcement from Ypulse President Dan Coates:

Last month Ypulse celebrated our ninth birthday. For the past nine years, we've been thinking about, talking about, writing about and researching members of the Millennial generation or, as we used to say much more often than we do nowadays, Gen Y. As we look back, it's gratifying to see how what was once a niche topic that required a great deal of effort in order to attract attention has since become central to the marketing plans of so many marketers and communicators.

During the course of the nine-year dialogue, Millennials themselves have changed. They've "aged up," with the midpoint of the generation now 20 years of age. They've faced the greatest economic downturn since the Great Depression. They've watched their parents struggle to support them and their families. A conversation that was once adolescent and teen-centric has developed a number of new facets as Millennials catapult toward adulthood: politics, education, economy, career and, most recently, parenthood. These emerging frontiers of the Millennial experience are new, exciting and challenging. While we feel that we've developed a pretty solid understanding of the fundamental values of the largest generation in American history, it's both energizing and rewarding to see how our understanding is pressure tested daily as Millennials evolve. 

While Jake Katz has already written about our plans to name the generation that will follow the Millennials, we're really excited to follow that conversation with one that will shed new light on Millennials themselves. At our Ypulse Mashup: Millennials Reassessed event on June 27th, we'll reveal the details of a massive psychographic segmentation that we've undertaken that will break up this monolithic generation into smaller…

 
 

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Millennial News Feed

Quote of the Day: “Anyone with natural beauty [inspires me the most when it comes to health and beauty]....everyday people more than celebrities or those with heavy makeup or fake bodies.” –Female, 32, NY

Comparing the app usage of the graduating class of 2015 to last year’s grads shows some apps are cooling down, while others have only gotten hotter. A survey found that Snapchat has experienced one of the biggest usage gains, at a 32% increase. But that’s nothing compared to Spotify, which this year’s teens say they are using 78% more than last years’. Meanwhile, Pandora use dropped 11%, perhaps showing the increased streaming competition is impacting them. (Daily Dot)

Millennials are starting to buy houses. According to a Realtor.com site visitor survey, 65% 25-34-year-old respondents said they intend to buy a home within the next three months, compared to 54% in January. Millennials have also reportedly “pulled ahead” of Xers as the largest segment of home purchasers. We’ll have more on Millennials’ house-buying behavior, preferences, hopes, and dreams in our quarterly trend report, coming out next week! (Bloomberg)

Many brands are donning rainbows and posting pride messages in the wake of the Supreme Court decision to legalize gay marriage, and Facebook is giving all its users a way to show their excitement. The social network has a tool to add a rainbow filter to any profile picture, to broadcast support for the decision. We’ve been tracking Millennials’ views on LGBT rights for some time, and the majority of the generation believes the government has an obligation to protect the rights of LGBT individuals. (DigidayFast Company)

Millennials are better savers than many expected them to be, but women 18-33-years-old are saving half as much in their 401(k) as their male counterparts. There are a few reasons for the disparity: Millennial women’s median annual income is still lower than men’s, and they are more likely to be working part time jobs. Millennial women are also carrying a bigger debt burden, with an average of $20,000 in student loan debt, versus male’s $14,000. (Fortune)

Young consumers’ views on privacy are complex. While Pew found Millennials are the most likely age group to be against NSA surveillance policies, another report finds that “an overwhelming majority" are willing to trade privacy for security. When asked “how willing are you to accept inconveniences and a loss of privacy in exchange for better security,” 34% of Millennial males and 46% of females said they are not bothered if it doesn’t impact them too much. (Business Insider)

Our Q2 2015 Quarterly report comes out next week! Four times a year, Ypulse digs deep into three major trends we see changing the way that young consumers view the world, impacting how they behave, and shifting what they expect from brands. Each trend is backed up with recently fielded data on 13-32-year-olds, Ypulse’s expertise on why the shift is occurring, and the most relevant takeaways for brands who want to appeal to Millennials and teens. Here’s a sneak peak of what’s going to be inside! (Ypulse)

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