Ypulse Research Roundup: Millennials' Online Sharing Habit, What's In Their Backpack? & More

Today we bring you another installment of the latest youth research available for sale or download. Remember, if your company has comprehensive research for sale that focuses on youth between the ages of 8 and 24, email me to be included in the next Roundup.

Trust Online: Young Adults’ Evaluation of Web Content
Little of the work on online credibility assessment has considered how the information-seeking process figures into the final evaluation of content people encounter. This study found that the process by which users arrive at a site is an important component of how they judge the final destination. In particular, search context, branding and routines, and a reliance on those in one’s networks play important roles in online information-seeking and evaluation. Also discussed is the fact that users differ considerably in their skills when it comes to judging online content credibility. The study’s methodology uncovered a crucial part of the puzzle of online credibility assessment: the important role that search context plays in what content many users deem trustworthy. That is, rather than simply evaluating content based on the features of the destination Web site, users put considerable trust in the online equivalent of traditional gatekeepers: search engines. Users exhibit a great amount of trust in these tools, independent of whether they lead to the most relevant content. Cost: Free

For more… read the full study at Scribd.

College Back-to-School Spending Rises
The college cohort (the vast majority between 18-34) wield formidable spending power, projected to increase 13% from $270 billion in 2009 to $306 billion this year. Within this figure, discretionary spending is set to increase 10% from $62.7 billion to $69 billion, making college consumers an even more desirable…


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Millennial News Feed

Quote of the Day: “I don’t plan to own a home in the future because it’s financially not possible. Too many student loans to pay back to ever make mortgage payments.” –Female, 21, TX

Teens already have plenty of tools to hide mobile communication from their parents, but now there’s another trick in their arsenal: BEEP is an app with an alert tone that only young people can hear. When users receive a message, the ringtone that sounds is a high frequency that most older people cannot hear and most teens can—which means that they could use their phones in places that they are usually banned. (iDigital)

In the last five years, the top 25 food and beverage companies have lost $18 billion in market share—and experts say Millennials and their desire for transparency are to blame. Lifeway Foods’ CEO explains, “’Millennials are driving a disruption in the food industry…I think we’ll see the food industry turned on its head.’” The trends they’re fueling include an awareness of ingredients, and a switch from low-fat to balanced diets. (Fortune)

In the ongoing online content wars, there are bound to be some struggles. Snapchat is rethinking their original content strategy, shutting down “Snap Channel,” its original video hub. But the decision isn’t necessarily a sign of failure: video content on the Discover feature from participating brands like BuzzFeed and ESPN has become a major source of revenue for the app, and “it’s possible that Snapchat decided it just wasn’t worth competing with the publishers.” (Quartz)

One in four children in the U.S. is underactive, while one in four children globally is malnourished. Now Target & UNICEF have teamed up to create a life saving kids’ wearable to tackle both issues. UNICEF Kid Power is a fitness wristband that allows child users to reach fitness goals. As they complete activities, they “'unlock’ life-saving therapeutic food packets” that UNICEF brings to needy families in developing countries. (Mashable)

Millennial consumers are attracted to innovative new brands, and are redefining luxury—so how does an established high-end brand appeal to them? Diane Von Furstenberg, who relaunched her brand in 1997, has embraced technology and new marketing content to reach a new generation of consumers. The designer tells Adweek, “One thing that is so exciting about this generation…is that all of them feel that they are a brand. So how do you talk to them if you are an established brand? It's all very interesting.” (Adweek)

Quote of the Day: “My current financial priority is saving up money to afford an engagement ring for my girlfriend, the subsequent wedding, and the eventual sperm vials/storage we will need to start a family of our own.” –Female, 27, WI

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