What’s the One Tech Item Gen Z & Millennials Would Buy Next?

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We asked 1000 13-34-year-olds to tell us what one device they would buy next, if they could…

Have you heard that the hype over wearables may be ahead of its time? A new AYTM Market Research poll revealed that about three-quarters of consumers over 18-years-old in the U.S. have never purchased a wearable, though nearly half say they are likely to buy a wearable or smart clothing within the next five years. More than a quarter say they aren’t sure if they plan to do so, while another 27.6% say they most likely won’t. The market has clearly not lived up to expectations, with data showing that sales and shipments are slowing.

Wearables aren’t the only hyped-tech-item. We all know what happened to Google Glasses, and though year after year we’re told that virtual reality is going to be big “this year,” the reality is that adoption has been slow. We’ve commented before that young consumers have a bit of tech malaise—used to tech developing at lightning speed, they've been blown away by some of the innovations they’ve seen in their lifetime. But after decades of purchasing life-altering devices, nothing seems able to surprise and amaze them all that much these days; or at least, not much seems to be getting them to buy en masse. So what new (or not so new) devices are they actually interested in owning? In Ypulse’s recent Tech Device Use & Ownership survey, we asked 1000 13-34-year-olds, “What is the one tech item you would buy next if you could?” Here are their top responses:

*These were open-end response questions to allow us to capture the full range of tech items that 13-34-year-olds are interested in owning. As with any qualitative question, the responses include those that are top of mind and those that are most desired. The lists are ordered according to number of responses…


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The Newsfeed

“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

Major financial institutions are still trying to figure Millennials out, so Prudential conducted a survey to gather some much-needed intel. The Great Recession-era adults are pessimistic about their financial futures: 79% don’t believe that “comfortable retirement” will be a possibility when they’re in their 80s and 70% think “it’s impossible” to save the recommended annual amount to make it possible. Ypulse found that saving for retirement falls behind other, more imminent financial priorities. (MediaPost)

Teens are rallying around the issue of gun control in increasing numbers. A recent survey from Everytown for Gun Safety and Giffords (conducted by Ypulse) found that gun violence prevention is the top issue young people expect the candidate they vote for in 2018 to take a stance on. Six in ten 15-18-year-olds said they’re “’passionate’ about reducing gun violence” and 72% of 15-30-year-olds agreed that politicians who don’t do more to combat gun violence shouldn’t be re-elected. (Mic)

Need proof that the future of STEM is female? Just take a look at children’s drawings. From 1966-1977, researchers asked 5,000 students to draw a scientist, and about 99% of them drew men. Fast forward the same study to 1985-2016, and one-third of children drew a female scientist. But we still have a long way to go to break gender stereotypes: 14-15-year-olds “drew more male than female scientists by an average ratio of 4-to1." (CNN)

Digital consignment store ThredUp wants to open 100 IRL stores. They’re expanding their physical footprint from two to ten stores this year, with more planned for the future. Why are online-only brands increasingly building bricks-and-mortar? (Think: Glossier, Everlane, even ThredUp competitors like The RealReal). Creating experiences with guests from a common check-out up to an in-store event builds “trust” and “awareness.” (Glossy)

Are Instagram and dating apps “crippling” relationships? Psychotherapist Esther Perel thinks so. Ypulse data shows 27% of 18-35-year-olds have used a dating app, 12% use them weekly, and nearly eight in ten use other social media apps weekly or more often. All that time scrolling past potential partners creates a new kind of loneliness: Instead of feeling “socially isolated,” they’re “experiencing a loss of trust and a loss of capital while you are next to the person with whom you’re not supposed to be lonely.” (Recode)

“We should be nice and good to others because we would want the same in return, being rude to someone doesn't make the situation any better.”—Female, 21, MI

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