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Self-Taught Trend Report

We have long called Gen Z and Millennials “The Generations of Researchers” and with their access and knowledge of the internet, they are the most connected generations to date. So, how does this affect how and where they learn?

YPulse’s new research explores how and where young consumers are learning—outside the classroom. From the first resources they turn to when they want to learn something new to how they’re shaping alternative ed, Self-Taught digs into how they research everything from passions to products. These generations have a new set of digital teachers, and brands have a major opportunity to take the podium.

Based on a survey of 1450 13-39-year-olds in North America, fielded September 2021

Download the full report for further insights

  • The digital upbringing of these generations and how that influences their learning
  • What topics young people are turning to the internet to learn; more specifically the search engines, apps, and social media platforms they are using
  • What they wished they learned in school and where they are alternatively learning these topics
  • How they obtain information about brands, and opportunities for brands as educators
Report length: 35 pages

Additional survey content for Pro users: What topics young people are planning to learn this year, social media platforms they prefer to learn through, who they would trust for advice among specific industries/topics, and how their brand research correlates with timing of purchase.

Recent years' reports on this topic

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North America
Western Europe