Redefining “Social” As Millennials Switch Mediums 27 Times An Hour

Today’s post comes to us from Matt, a Youth Advisory Board member who, like many Millennials, notices how often his generation switches from one medium to another in search of new entertainment and information. This frequent shift of attention among technologies — which occurs 27 times an hour! — has inevitably impacted social situations and how Gen Yers interact with each other. Yet, it's also created a new definition of "social" as Matt explains weighing in on the pros and cons of having tons of technology at our fingertips. This desire to multitask and move between mediums creates a challenge for marketers as they have to work harder to capture Millennials' attention, but they can do so by providing ads that are entertaining and worthwhile for the consumer...

To contact members of the Youth Advisory Board, you can email them at youthadvisoryboard @ ypulse.com or simply leave a message in the comments.

Redefining "Social" As Millennials Switch Mediums 27 Times An Hour

Switching Devices FrequentlyThere were many lazy afternoons this past semester when I would be sitting in my living room with a couple of friends. The sun was pouring through our sliding glass door, the television was on, and music was blaring from my roommates’ bedroom. Meanwhile, each person was glued to their smartphone playing Words With Friends or another interactive game with someone who wasn’t even in the room.

I remember looking around the room and thinking that this completely sums up how technology has changed how Millennials interact. We have so many choices to be entertained and informed that it’s so easy to neglect what’s right in front of us, often the people we’re with.

But that’s not to say that technology has made us less social. It may, in fact, be the opposite; we can stay connected to more people than ever through…

 
 

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“I observe holidays and religion-based traditions but am more connected to it as a culture than as a religion.”—Female, 27, MA

Chinese youth have a “selfie obsession” that’s changing beauty standards and creating a new tier of celebrity. The Influencer Effect is full blown in China, where young consumers are beautifying their selfies via filter apps like Meitu and plastic surgery—all in the quest to look more like wang hong, their internet celebrities. One influencer, HoneyCC, argues that “Selfies are part of Chinese culture now, and so is Meitu-editing selfies.” But some say the trend is pushing the population to become more homogenous by favoring certain features, and headlines have lashed back against the whitening of skin prevalent in social apps. (The New Yorker)

Eighty-one percent of Bustle, Romper, and Elite Daily’s Millennial readers say social media is the best way for advertisers to reach them. Bustle’s latest questionnaire also found that 40% of their 18-34-year-old readers prefer Instagram for brand communications, followed by trusted websites, email, and online articles. Some other fun insights: Over half believe that a company should give back, instead of just turning a profit, and 49% think “companies should do more to protect the environment.” (Adweek)

Drug use is down among teens—except when it comes to marijuana and vaping. From the 1990s to 2017, the percentage of teens who said they’d been drunk dropped from 46% and 58%, and those reporting they’ve smoked cigarettes from 26% and 17%. However, marijuana use increased for the first time in seven years in 2017, while vaping is up as well, with at least 19% of high school seniors, 16% of sophomores, and 8% of eighth-graders saying they’ve vaped in the past year. (LATimes)

Two modern dating shows are coming to Facebook Watch. The first “unscripted dating show” from SoulPancake, Love & Longitude, is shot on iPhones and shows two potential love interests’ relationship blossoming across FaceTime, social media, and other digital interactions. The second dating show from Machinima, Co-Op Connection, plays into the esports craze. One bachelor gets to pick his partner based on their personality—and their skills at the videogame, PlayerUnknown’s Battlegrounds. (tubefiltertubefilter)

Some cities are past their “peak Millennial” populations, as the generation increasingly finds new digs in the suburbs. Boston, Chicago, and Los Angeles all reached their highest Millennial population in 2015, and New York and Washington D.C. are showing slowing Millennial growth, according to U.S. Census data. Meanwhile Chicago’s suburbs and others have seen an uptick in their young adult populations—another Millennial myth debunked. Which urban centers are still attracting the demo as they age up? “Tech hubs” like Seattle and San Francisco. (Time)

“Crochet and knitting are very relaxing, therapeutic, and have tangible results."—Female, 31, AL

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