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: “Bojack Horseman was my favorite show last year because it was funny and real. Maybe too real, just beautiful.”–Male, 23, AZ

Binge drinking in college is common, and suggested reasons for the behaviors range from boredom to helicopter parenting—but it’s also possible they’re drinking to extremes to escape extreme stress. Today’s college students can have an “intense preoccupation with success” thanks to the competition it takes to get into schools, fear of the tough job market, and looming loan debt. In this context, “blacking out has become so normal that even if you don’t personally do it, you understand why others do. It’s a mutually recognized method of stress relief. To treat it as anything else would be judgmental." (NYTimes)

Once again, Millennials’ food preferences are “killing” a major product. Young consumers’ preoccupation with health have caused a yogurt problem for General Mills, where sales in the category have nosedived 15%. The downturn is likely due to the new perspective that sugar, not fat, is the real diet evil, a shift that has caused low-fat and low-cal foods to “fall out of vogue.”(As we predicted.) In more positive, related, news for the brand, organic and natural products have seen “immense growth.” (MediaPostMSN)

More teens are on YouTube than on the biggest social networks, according to research from the National Cyber Security Alliance and Microsoft. Their poll of 13-17-year-old internet users found that 91% say they use YouTube, compared to 66% who use Snapchat, 65% who use Instagram, and 61% who use Facebook. Their heavy use of the site is one of the reasons that YouTube creators have more influence over their purchase intent than traditional TV and movie celebs. Interestingly, the second most-used platform was actually Gmail, with 75% of teens reporting they use the email app. (eMarketer)

Millennials have been called out as a threat to the diamond industry, causing Twitter to offer their own blunt explanationsfor why the generation isn’t buying the “sparkly status symbols.” But hold up: De Beer’s annual report has declared, “Millennials spent nearly $26 billion on diamond jewelry [in 2015]…acquiring more than any other generation.” So why is everyone saying they aren’t buying diamonds when they reportedly purchased 45% of retail sales in four major markets? It might be another case of a narrative about the generation being more click-worthy than the reality. (Forbes)

This month, the Generation Beauty event brought together Instagram beauty influencers, beauty brands, and their loyal teen fans for a weekend of meet-and-greets and product samples. Young consumers are undoubtedly looking to their favorite digital personalities for product recommendations, and say it’s best “when they give their honest opinion,” trusting those posts more than those where copy is read directly off a package—“a dead giveaway that it’s sponsored.” Collaborations between brands and social influencers are reportedly especially popular with fans. (Racked)

Quote of the Day: “Jane the Virgin was my favorite show to watch last year because it was dramatic, yet relatable and hilarious. I also love the fact that it features many women actors and actors of color.” –Female, 17, Guam

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