Ypulse Essentials: Foursquare Passes 20 Million Users, Music Festivals & Millennials, Characterizing Gen Y
April 16th, 2012
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...
Happy 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)
- 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)
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Millennial News Feed
Quote of the Day: “I learned to cook through ship to home meals like Blue Apron.” –Male, 24, IL
Some Millennial guys are embracing going gray—way ahead of time. Silver fox hair has joined man buns and merman hair as one of the fads they’re using to express themselves and stand out in the crowd. Though clearly not a widespread trend, Amazon has seen gray hair dye searches increase by threefold in the last year and some celebrities are showing of their silver dos on social media. One stylist tells the Times it isn’t about the natural look: “The demographic of guys who come to me to go gray are doing it more as a fashion statement.” (The New York Times, Gothamist)
Luxury fashion brands have been targeting teens through Snapchat, which is prompting some to ask if they’re ignoring their core market. Calvin Klein, Louis Vuitton, and Burberry have all had recent campaigns on the platform using teen influencers like Kendall Jenner and Brooklyn Beckham. Although the promotions might miss the mark with their traditional older consumers, as well as most older Millennials, the goal is likely to influence today’s more practical young consumers to buy (or ask their parents to buy) entry-level luxury items. One analyst says that “online as a whole now influences over 60% of [luxury] purchases.” (Forbes)
Taco Bell wants to be Millennials’ favorite. Despite benefiting from Chipotle’s E.coli breakout and seeing sales rise 4% last quarter, the brand is still looking to make significant changes and continue to improve their image. New menu items like the Doritos Locos and Waffle Tacos were a hit with 18-35-year-olds, and next they’re adding cage-free eggs. Fast-casual is a threat to fast food titans, but Millennials’ craving for cheap eats isn’t going away—McDonald’s is still the most visited restaurant among 20 and 30-year-olds, thanks in part to their value menu. (Business Insider)
The struggle is real for Millennials, and the upcoming movie Get a Job is bringing their employment and financial problems to the big screen. The story starts off with two optimistic, bright-eyed college graduates who are in love and ready to take on the world. Unfortunately, they soon face the challenges of a tough economy with layoffs and downsizing. While they alternately lose jobs and tell each other to “step up,” they attempt to make rent, deal with debilitating student loans, and enjoy being young. (Entertainment Weekly)
YouTube is ready to be the next Netflix. YouTube Red, their $9.99 monthly subscription service, is premiering their first original shows next week, and will launch between 15-20 new ad-free shows in 2016, some featuring popular YouTube stars. The platform plans to attain success with cheaper productions, unlike Netflix’s big budget shows, and is going after the younger viewers that grew up idolizing social media stars. With YouTube focusing on the fans, networks are expecting the influencers to help the platform take-off: “There’s a reason why [millions] of people are watching them and it’s not just because it’s free.” (Los Angeles Times)
“The issue I am most passionate about is the economy, because wealth disparity is killing the American dream.” –Male, 27, TX
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