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

Quote of the Day: “I don't drink on a typical night, but my choice when I do have a drink is often red wine.”

—Female, 34, FL

13 Reasons Why, the Netflix series about a teen girl’s suicide, has some mental health professionals worried. While some applaud the show for increasing awareness about teen suicide, others fear the series could act as suicide contagion, increasing the risk of an individual engaging in copycat behavior. School districts across the U.S. are sending letters to parents to discuss the show and red flags to watch for in teens’ behavior, while counsellors are having conversations with students and patients. The National Association of School Psychologists has recommended that at-risk youth shouldn’t watch the series, and cautions adults to help teens differentiate “between a TV drama and real life.” (CNN)

U.K. Millennials consider themselves ‘grown up’ at age 27, according to a recent survey by Nationwide Current Accounts. With shifting paradigms surrounding adulthood, Millennials are defining maturity differently, and over half surveyed feel like entrance to adulthood depends on particular milestones rather than age. One in five believe they’re mature when they have children and another one in five when they move out of their parent’s home. Interestingly, Ypulse’s Adulting trend found that paying their own bills is the top sign of adulthood for Millennials in the U.S. (Telegraph)

Millennial shoppers are re-defining retail by purchasing on mobile, returning at higher rates, and ‘showrooming’—selecting clothes in-store then purchasing online—as a part of their “normal” purchasing process.  According to Criteo, as more clothing is purchased online, retailers can expect larger cart sizes at checkout, and return rates as high as 30-50%—which could create an opportunity to get young shoppers back into stores. Successful retailers are ““moving seamlessly between” online and off by covering return shipping costs or allowing in-store returns, innovating their online experiences, and keeping a high volume of product available in both spaces. (MediaPost)

Mexican wine country is becoming a top travel destination for Millennials. Cheaper, artsier, and arguably more authentic than Napa or Sonoma, Valle de Guadelupe is quickly accruing acclaim with twenty and thirtysomethings, who Ypulse has found love their wine. The small strip of vineyards and restaurants is shifting to suit their needs with food trucks, modern art, and even Uber for wine tours, when just a decade ago, the area didn’t even have the necessary roads to facilitate tourism. One winery owner observes, “What used to happen in this part of the world was that no one had anything to do and now everyone has appointments every hour.” (NYTimes)

The restaurant industry currently employs one third of all working teenagers, thanks to a recent uptick in teen employment. According to the Bureau of Labor Statistics, teens made up 35% of all restaurant workers in 2016, the highest percentage since 2009. Teen participation in the restaurant industry was above 50% until the Great Recession when it started a steep downward trend, causing staffing challenges across the industry. But it’s too early to know if the recent boost in employment signals a new trend or is just “a temporary blip.” (National Restaurant Association)

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