Ypulse Essentials: Youth Brands @ SXSW, Double Dutch, 'The Greatest Generation'

sxsw2009Youth brands are more than background noise at SXSW (sponsors for the indie music festival clamor to get noticed by 12,000 wallet wielding attendees with music showcases and free parties.  Also, AdRants picks up a discussion on marketers misusing social media sparked by a panel held during the interactive portion of the festival) (New York Times, reg. required)

- Spring Break, not broke (Gen Digital compares college students’ plans for this year with 2008, and the results aren’t as dramatic as expected. Plus, studentactivism.net calls out the student drinking study we mentioned in an earlier Essentials—“College Freshmen Study Booze More Than Books”— for sensationalizing their results. Apparently, the company that ran the study offers online alcohol education programs to colleges)

- Hip to be square (the latest Obama Effect? Black teens who aren’t shy about showing off their smarts. Plus, to get more students involved in competitive sports, New York high schools introduce Double Dutch) (Boston Globe) (Salon, day pass required)

- More on the media-induced ‘sexting’ scare (don’t believe the hype or rather keep it in perspective - Anastasia is quoted. Plus, The New York Times examines the bullying ways of secret societies in prep schools) (San Francisco Chronicle)

- Adults infringe on teen jobs (as unemployment continues to climb, older, more appealing candidates vie for traditional teen positions. Plus, Chinese millennials ask similar questions about employment in the face of the economic downturn) (Chicago Tribune) (WSJ)

-Kids Choice’ (corners the award show market for the kiddie crowd, according to the Boston Herald. Assuming they aren’t aging up and watching the MTV offerings?) (Boston Herald)

- Mobile teens in the UK (Alcatel’s Teen Lab takes a look at how mobile usage…

 
 

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Millennial News Feed

Quote of the Day: 

Q: What goals do you have for yourself that your parents did not have? 

A: “Working for myself, finding a career field that fits with both my interests and skills, being in a relationship(s?) that is healthy and promotes growth (not necessarily marriage)…” –Male, 23, D.C.

Summer isn’t over yet, but there is already a prediction for what will be THE toy of the holiday season. The BB-8 droid, viral star of the Star Wars: The Force Awakens trailer, has been made into a real, working remote-control toy “every Star Wars fan has dreamed of owning.” The BB-8 droid can be controlled via smartphone app and with verbal commands, and operates like a remote control car—with the added magic of a robot head staying balanced on top of it. (WSJ)

“Give me my mobile TV!” According to Ericsson’s new media report, more than half of Millennials’ entertainment viewing time (53%) is spent on smartphones, tablets, and laptops. The numbers are even more dramatic among teens, who are watching nearly 75% of their TV and videos on mobile. Unsurprisingly, younger viewers are also watching linear TV less than older audiences, with 60% of 16-34-year-olds watching everyday, compared to 82% of 60-69-year-olds. (The Verge)

Major entertainment brands and TV networks are teaming up to solve the problem of the “growing legion of missing kids.” (See above.) The recently formed Coalition for Innovative Media Measurement is backed by Time Warner, Disney, NBCU, and many others, and is studying the viewing behavior of 2-17-year-olds to create a new measurement system that could account for all of the ways that they consume video—outside of “’old-school’ TV.” (Variety)

The teen years used to be all about fitting in, but for today’s middle and high schoolers, standing out is so much cooler than being like everyone else. Ypulse’s own Chief Content Officer MaryLeigh Bliss weighed in with a little why behind the what: “Teenagers have grown up learning innately about personal branding in order to stand out in a sea of billions of people. If you want followers and likes, you have to display photos and videos that show you doing and wearing interesting things. Otherwise you’re going to fade into the background.” (The Globe and Mail)

Children’s nonfiction is having a moment. Nonfiction children’s book sales have reportedly spiked, going up 38% in the last year for Penguin Young Readers Group. At Scholastic, Minecraft handbooks have in-print figures over 17.5 million, and non-fiction annuals like Scholastic Year in Sports have become so popular they are expanding the series with a gaming edition. (Publishers Weekly)

Quote of the Day: “My aspiration is to retire early and travel!” –Male, 27, CA

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