Ypulse Essentials: Foursquare Passes 20 Million Users, Music Festivals & Millennials, Characterizing Gen Y

Check out the rest of today's essentials on kids' spending power, teens texting and driving, how HBO's "Girls" accurately portrays Gen Y, and more...

Foursquare Day badgeHappy 4sqDay! (April 16, four-squared — get it? And today, Foursquare announced that its reached 20 million users and 2 billion check-ins! The site has grown rapidly, especially among Millennials who are constantly on their phones and seek to inform their friends of their whereabouts. In fact, according to our recent Ypulse research, 21% of collegians and 13% of high schoolers use the site to check in. And today only, users will get a special 4sqDay badge when they check in honor of the occassion!) (USA Today)

Coachella is a right of passage for Gen Y and a cultural experience (which says a lot about Millennials’ group-oriented attitude. There isn’t as much of a barrier between artist and fans today, and as Swedish House Mafia took the stage this weekend, an electronic dance music revolution was in full force. It’s also a good venue for marketers to reach Millennials and test out brand advertising strategies. Speaking of Coachella, check out pictures from the show and fashion at the festival, which has become almost as important as the music) (The Lefsetz Letter) (CNN) (Flavorwire) (Refinery 29)

While Millennials can generally be categorized as optimistic, tech-savvy, and team-oriented (such attitudes don’t accurately describe all Millennials as Boston Consulting Group points out. Instead, they tend to fall in six groups including Hip-ennials, Millennial Moms, Anti-Millennials, Gadget Gurus, Clean and Green Millennials, and Old School Millennials, with Hip-ennials — mostly females who are careful spenders and constantly seek information — making up the largest group) (MediaPost)

It’s no secret that kids have tremendous purchasing power in their families (with three out of five parents involving their children in car-buying decisions. This creates an even bigger need for…

 
 

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Millennial News Feed

Quote of the Day: “I am the one who buys random beauty products to recommend to friends if they are good.” –Male, 14, KN

Millennial travelers want the opposite of what their parents looked for in a hotel. Marriott International says that while Boomers “wanted familiarity, safety, and comfort," the next generation of travelers “want local and unique.” Global experiments in changing hotels to match their preferences have resulted in pop-up roof bars and locally sourced cheese-and-charcuterie restaurants. The brand predicts that Millennials could make up half of their guests by 2020—if they are able to appeal to them. (Fast Company)

Put your cookbooks away, younger consumers are bringing their devices into the kitchen. Think With Google and Kraft Foods' research revealed that 59% of 25-34-year-olds cook with their smartphones or tablets handy, while consumers over 35-years-old are more likely to print out a recipe. Search interest for “best recipes” on YouTube is reportedly up 48%, and “how to cook that” has become one of the top 10 most popular how-to searches on the site. (MediaPostDirect Marketing News)

The Apple Watch may not be Millennials’ cup of tech tea. A new study finds that “Millennials are dissatisfied with the Watch,” because the thrill of using it wears off after 30 days, and it feels like a “weak extension of their iPhone.” Others felt guilt over wearing the Watch because it seems ostentatious or frivolous. Not having a “killer app” could be another problem, though the initial reactions to the device aren’t necessarily an indication the Watch is doomed. (MSNCNBC)

Taco Bell says that understanding Millennials’ diversity and experience-driven mindset are the keys to being successful with the generation. Transitioning the brand from “Think Outside the Bun” to “Live Mas” is a part of their continued efforts to target younger consumers, who CEO Brian Niccol says see food as experience, not fuel. The chain strives to be “culturally relevant to the 25-year-old” because, “if you’re 40 you want to be 25, and if you’re 15 you want to be 25.” (Fortune)

Is Taco Bell right about the generation? What brand is killing it with Millennials, and what faux-pas are being committed? Is it ok to use young consumers' slang in a campaign? Ypulse Editor in Chief MaryLeigh Bliss visited Fortune Live to talk about the importance of appealing to young consumers, Millennial marketing mistakes, and the brands that are getting it right. (Ypulse)

Quote of the Day: “Anyone with natural beauty [inspires me the most when it comes to health and beauty]....everyday people more than celebrities or those with heavy makeup or fake bodies.” –Female, 32, NY

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