The Uncuttable Digital Apron Strings

no strings attachedIn this season of New Girl, a character's visiting mother threatens to punish him in an incredibly convincing way: by no longer paying for his cell phone. The character, Winston, is nearing 30-years-old, otherwise financially independent, and living with roommates; but his continued presence on his family plan is more true to life than comic relief. Many Millennials stay on their family cellphone plans and shared entertainment accounts with their parents footing the bill, even when making other steps toward independence.
 
Wall Street Journal article on the subject earlier this week tells us that 29% of parents of 18-to-35-year-olds continue to pay for their cellphone service even after the kids have moved out. Citing everything from empty nest syndrome to enjoying the access to the entertainment preferences of their young ones, the Boomer perspective is clearly laid out: the prolonged family plan keeps the connection to their kids alive. On top of this, the concept of cellphone and entertainment account independence is a completely new arena. Boomers themselves didn't have to contend with this as a right-of-passage, so they may not see cutting digital ties as a necessary step their own kids need to take on the road to adulthood. But how do Millennials feel about keeping their digital apron strings tied tight well into their 20s and 30s? 
 
In his Huffington Post response to the WSJ article, Danny Rubin posits that if your parents are still paying for your cellphone you are not a true adult, and for Millennials who are managing the onslaught of adulthood with a combination of anxiety and procrastination, that might not be such a bad thing. After all, being a grown-up is scary stuff, and even a small continued reliance on family is something of a comfort.
 
But it might not just…

 
 

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Millennial News Feed

Quote of the Day: “I like to keep updated about what’s happening in the world, but not out of obligation, to talk [about it with] someone else or for entertainment.” – Female, 25, MA

“Sexts, hugs, and rock ‘n roll.” That’s how BuzzFeed describes DigiTour, an 18-city bus tour bringing some of the most popular teens on social media to meet crowds of their screaming fans around the country this summer. Most of the digital celebrities involved don’t have traditional talent—but that doesn’t seem to matter. In 2014 the tour sold 120,000 tickets for 60 shows, and they are set to double that number this year. DigiTour could be the “clearest sign yet that the entertainment industry’s star-making apparatus is being turned upside down.” (A topic we explored in depth in our hot-off-the presses trend report.) (BuzzFeed)

As if that wasn’t evidence enough that young consumers are not like you…A recent poll on the American Dream revealed that Millennials’ views of success in America are not the same as older generations. Respondents under 30-year-olds were the most likely to say that having a job that paid well was crucial to attaining the American Dream (47%), and placed more importance on luxury items—travel and the latest technology—than other age groups (32%). (CNN Money)

Are you ready for some fireworks? Fourth of July spending is reportedly up, and 64.4% of consumers plan to celebrate the day. When we surveyed 13-32-year-olds about their plans, only 8% said they weren’t planning to celebrate. We also found that spending for Independence Day shows signs of increasing among Millennials and teens. In 2014 they estimated they would spend an average of $70.21—this year that number went up to $85.56. (MediaPost)

Watching and sharing video content is huge part of Millennials and teens’ online activity—and their mobile behavior. According to Ypulse’s February monthly survey, 50% of 13-32-year-olds say they watch videos on their phones once a day or more. So it makes sense that apps focused on viral video content are a growing category. Minute is a startup video app “for the ADD generation.” The platform finds the most viral parts of online video and turns them into short “Vine-like” clips. (TechCrunch)

Inclusion is becoming increasingly important to young consumers, and the Girl Scouts has made their stance on being an inclusive organization clear this week. The group returned a $100,000 donation after being told the money could not be used to support transgendered girls. To make up the funds, they set up an IndieGogo campaign on Monday, and launched a #ForEVERYGirl campaign to get the message out. The crowdfunding page has raised over $300,000 in three days. (Fast Company)

Want to know more about how young consumers will be spending for the holiday? Our 4th of July Infographic Snapshot has been opened to all our readers—you can click through to see a break down of the red, white, blue, and green in our coverage of what Millennials & teens are buying, and doing, for Independence Day this year. 83% of 14-32-year-olds say they are proud to be an American, and they’re planning to celebrate. Happy 4th everyone! 

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