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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Quote of the Day: "I want to be able to have, and provide for, a family in the next 3-4 years.” –Male, 20, NC

The gambling industry is (still) trying to figure out Millennials. While young travellers do seem to like Vegas, they’re not interested in playing slots, and more of their money and attention is going to technically non-gambling activities like fantasy sports. Some casinos are trying out skill-based machines that feel more like video games. According to the CEO of the Global Gaming Association “It's going to be a lot about throwing things up on the wall and seeing what sticks." (CNBC)

Digital natives have naturally integrated tech into their relationships, and teens are using texting and online flirting as a way of “dipping a toe in the ocean of romantic possibility.” But at the same time, in-person interactions remain important: 50% have flirted by friending someone on social media, while 55% have flirted by talking to their romantic interest in person. (The Atlantic)

Evidence that food is the new status symbol continues to mount. New research from Good Food magazine found that 16-24-year-olds in the UK spend more on food than any other age group, with much of that splurging spent on takeout. These young consumers are also spending more on brunch and other restaurant visits than older diners. (Vice Munchies)

Television has traditionally been relatively isolating, especially as an influx of content has made it less likely that everyone is watching the same show at the same time and time shifting has threatened the water cooler moment. But social media is making TV a communal experience again, as actors, writers, and the audience react to episodes in real time together. Social media activity is also an indication of a show’s popularity: Twitter and Nielsen have found that there is a connection between tweet volume and the size of the viewing audience. (NYTimes)

Exercise might seriously improve the mental health of bullied teens. A study from the University of Vermont found a 23% decrease in suicidal thoughts and attempts among bullied students who exercised four or more days a week. While the study doesn’t necessarily prove that exercise reduces sadness and suicidal tendencies, it is “an important first step” in connecting the two. (Common Health)

Quote of the Day: “I don't have kids, so my financial goal is to save the money I need to take the trips I want to take.” –Female, 25, FL

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