Ypulse Essentials: Apple's Steve Jobs Steps Down, Department Stores Are Digital Leaders, Selena Gomez' Fan Inspired Fragrance

Apple, the hottest brand among Millennials, is changing hands (Steve Jobs — one of the most visionary leaders in marketing and technology — has stepped down as the company’s CEO, and Tom Cook, the former COO, will take his place. We have Jobs to thank for some of the most influential products today including iTunes, the iPod, iPhone, and the iPad, so what does this mean for the future of Apple? Not much…he’ll still be very involved and the company probably won’t change. In other tech news, children rarely watch TV without using other devices simultaneously. In fact, according to a UK survey, they use up to five screens at a time!) (NY Times) (Huffington Post) (The Telegraph)

- Department stores have high digital IQs (because of their impressive social media strategies, sleek site designs, and engaging mobile campaigns. Macy’s ranks as the most digitally driven retailer, followed by Victoria’s Secret, Nordstrom, and Sephora. To remain digitally-savvy, however, brands should institute F-commerce, so customers can purchase products directly on Facebook. In other fashion news, teenagers prefer brands that value self-expression and aspiration, rather than ones with homogenous styles. They like to customize clothes and reflect their own values) (WWD) (Customer Management IQ)

- Rather than just creating another celebrity fragrance (since there clearly aren’t enough of those already, Selena Gomez has a smart strategy: she’s letting fans pick her perfume. They’ll vote online for their favorite ingredients and the most popular ones will be mixed together. She’s also giving away free samples to the first 50,000 people who vote. Between the customization, online engagement, and rewards, this has all the makings of a successful marketing campaigning. We wonder if it will do…

 
 

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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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