For students and retailers alike, August marks the official start of Back-to-School season: A time to prep and be prepped for the school year to come. Throwing down the first chunk of the roughly $120 billion that students spend annually in disposable income, high school and college students (with the occasional parent in tow) make the pilgrimage to gear up for the year ahead. We were inspired to conduct the first-ever “netnographic dig” of the vital vessel that also serves as a walking fashion statement (or understatement as the case may be) for teens and twenty-somethings in school. We audited the contents of 1,113 backpacks, carried by current U.S. college and high school students within a nationally representative sample of college students, balanced by gender, class year, state and race. What we learned was enlightening.

Sample size: 1,113 collegians and teens.

This Ypulse Report takes a deep dive into the textbook marketplace. In a detailed analysis of decision-making patterns, purchase channels and attitudes towards the shopping experience, we see today’s college students as an informed and subsequently frustrated breed of typical Gen Y consumers. Anxiously awaiting a cost-effective revolutionary overhaul on par with the used book explosion (a habit of more than four out of five students), Millennials are slowly, but surely starting to consider the new wave of alternatives. In the physical realm, textbook rentals are a small but growing acquisition method, currently practiced by one in ten students with Chegg.com at the front of a small, but rapidly growing pack. As for the digital frontier, as we’ve made so clear on Ypulse, the writing is on the wall. Still, it bears repeating that the race is on and becoming increasingly heated with rumblings from the textbook publishers (Macmillan) and e-reader developers (Amazon, Apple) growing louder all the time.

Sample size: Fall 2009 data – 1,000 college students, Spring 2010 data (fielded in February 2010) – 500 college students with quotas established to match NCES data across race, state and gender.

In January 2010, we took an in-depth look at the role technology and video games play in the lives of teens and college students. In a detailed analysis of consumption patterns and frequency of use associated with the devices held as ubiquitous in young lives broken down by age group and gender, we uncover what Millennials value most universally (unsurprisingly communication, entertainment and portability all reign supreme), as well as how respective segments vary from one another. For instance, with the majority of college aged males sporting the “bare essentials” of  a laptop, an MP3 player and a phone, they come out as the most minimalist of the group. On the other side of the spectrum, we get to put the final(!) nail in the coffin on the assumption that gaming is just for guys. In fact, not only is gaming just as popular among teenage males as it is among teenage females, but teenage females are more likely to have a  handheld video gaming system such as the  Nintendo DS than their high school male counterparts. Also, in case you were wondering if it was still “cool” to use “cool”, we checked in with 1,000 college students and 500 high school students to find out. Spoiler: cool lives on, but in a distinctly Millennial fashion.

Sample size: 1,000 college students, with quotas established to match NCES data across race, state and gender. 500 high school students, with quotas established by class year and gender. Fielded in January 2010.

In this report, we offer an in-depth look at dining habits and holiday shopping among teens and college students. This month we tap into the minds and stomachs of 1,000 college students and 500 high school students to find out where they eat when they dine out (hint: follow the golden arches), and how they grocery shop, cook (or “cook”) and snack when eating at home. Mom and Dad might be happy to note that both teens and collegians report eating a real breakfast (read: non-breakfast pastry) about four times a week, and most often are eating it at home. Meanwhile, in heartwarming holiday news for retailers, even with an eye out for bargains and tighter gift-giving circles, college students and teens both reported they were spending about the same amount this year as last, with college students planning to even increase spending. Interestingly, however, most expected to be getting the same amount or fewer gifts themselves.
Maybe all the recession rhetoric in the air?

Ypulse taps into the minds of 1,000 college students and 500 high school students to help marketers understand the the habits and preferences that shape this large and influential generation of consumers.

Sample size: 1,000 college students, with quotas established to match NCES data across race, state and gender. 500 high school students, with quotas established by class year and gender. Fielded in December 2009.

Included in this report:

• Summary Ypulse Monitor, providing a high-level overview of the research
• In-depth Ypulse Report, containing 62 pages of data and insights

Table of Contents

• Background
• Executive Summary
• Detailed Findings
  • Dining Out
  • Meal Time & Snacking
  • Beverages & Coffee Consumption
  • Grocery Shopping
  • Holiday Shopping
• Appendix
  • Methodology
  • Demographics

In this edition of the Ypulse Report, we offer an in-depth look at music trends and movie consumption among teens and college students, as well as insight towards the social causes that resonate most with this generation. Along with a detailed analysis of the genres and artists most popular today, we examine the role technology has played in developing a digital ecosystem and bridging the intergenerational. Additionally, the report explores the influence that social responsibility has over brand preferences, purchase decisions and personal action. We found in spite of both age groups holding strong convictions and high corporate standards, there was a considerable amount of inactivity among teens and college students. It begs the question of whether these demos need more outlets, more direction or both?

Ypulse taps into the minds of 1,000 college students and 500 high school students to help marketers understand the the habits and preferences that shape this large and influential generation of consumers.

Sample size: 1,000 college students, with quotas established to match NCES data across race, state and gender. 500 high school students, with quotas established by class year and gender. Fielded in November 2009.

Included in this report:

• Summary Ypulse Monitor, providing a high-level overview of the research
• In-depth Ypulse Report, containing 55 pages of data and insights

Table of Contents

• Background
• Executive Summary
• Detailed Findings
  • Music Habits
  • Movie Viewership
  • Social Cause Awareness and Support
• Appendix
  • Methodology
  • Demographics

This Ypulse Report offers an in-depth look at shopping habits and financial services, as well as insight towards teens and college students’ attitudes towards the President one year after the youth-vote driven election. In a detailed analysis of spending and saving among teens and collegians, topics include the frequency and location of shopping trips and a rundown of the most common categories of expenses as broken down by age group. The second half of the report evaluates the current political climate through the perspective of teens and college students as compared with a study of adults ages 18+ conducted by NBC News and the Wall Street Journal. While college students surveyed were (not surprisingly) more likely to approve of the job the President is doing, teens were less likely to approve than both older demographics. Also, there is far less certainty among teens and college students overall compared to adults.

Ypulse taps into the minds of 1,000 college students and 500 high school students to help marketers understand the the habits and preferences that shape this large and influential generation of consumers.

Sample size: 1,000 college students, with quotas established to match NCES data across race, state and gender. 500 high school students, with quotas established by class year and gender. Fielded in October 2009.

Included in this report:

• Summary Ypulse Monitor, providing a high-level overview of the research
• In-depth Ypulse Report, containing 50 pages of data and insights

Table of Contents

• Background
• Executive Summary
• Detailed Findings
  • Shopping Habits
  • Spending and Banking
  • Current Political Climate
• Appendix
  • Methodology
  • Demographics

In this edition of the Ypulse Report, we provide a look at media viewing habits, as well as insight towards concerns about health care issues, including the H1N1 virus. In a detailed analysis of TV viewing behaviors among teens and collegians,  topics include access to premium programming and  levels of awareness and product recall broken down by age group. In addition, the second half of the report explores teens and collegians feelings about universal healthcare and their awareness of the H1N1 virus. Ypulse taps into the minds of 1,000 college students and 500 high school students to help marketers understand the the habits and preferences that shape this large and influential generation of consumers.

Sample size: 1,000 college students, with quotas established to match NCES data across race, state and gender. 500 high school students, with quotas established by class year and gender. Fielded in September 2009.

Included in this report:

• Summary Ypulse Monitor, providing a high-level overview of the research
• In-depth Ypulse Report, containing 45 pages of data and insights

Table of Contents

• Background
• Executive Summary
• Detailed Findings
  • Television Habits
  • Advertising
  • Healthcare and the H1N1 Virus
• Appendix
  • Methodology
  • Demographics

The back to school edition of the Ypulse Report provides an in-depth look at BTS shopping and mobile communications. From what brand of cellphone they use to where they bought it (along with other, school-related purchases), Ypulse taps into the minds of 1,000 college students and 500 high school students to help marketers understand the the habits and preferences that shape this large and influential generation of consumers.

Sample size: 1,000 college students, with quotas established to match NCES data across race, state and gender. 500 high school students, with quotas established by class year and gender. Fielded in August 2009.

Included in this report:

• Summary Ypulse Monitor, providing a high-level overview of the research
• In-depth Ypulse Report, containing 50 pages of data and insights

Table of Contents

• Background
• Executive Summary
• Detailed Findings
  • Back to School Shopping
  • Mobile phones
  • Mobile applications
• Appendix
  • Methodology
  • Demographics

This report provides an in-depth look at how and why students are using computers, the Internet and social networks. From what brand of laptop they use to whether their profiles are public, private or mobile, Ypulse taps into the minds of 1,000 college students and 500 high school students to help marketers understand the the habits and preferences that shape this large and influential generation of consumers.

Sample size: 1,000 college students, with quotas established to match NCES data across race, state and gender. 500 high school students, with quotas established by class year and gender. Fielded in July 2009.

Included in this report:

• Summary Ypulse Monitor, providing a high-level overview of the research
• In-depth Ypulse Report, containing 53 pages of data and insights

• Table of Contents
• Background
• Executive Summary
• Detailed Findings
  • Computing
  • Online Activities
  • Social networking
• Appendix
  • Methodology
  • Demographics

In this edition of the Ypulse Report, we provide an in-depth look at the tools that students use to achieve academic success as well as what they plan to do after classes break for the summer. From textbook buyback to landing a summer job, Ypulse taps into the minds of 1,000 college students to help marketers understand the the habits and preferences that shape this large and influential generation of consumers.

Sample size: 1,000 college students, with quotas established to match NCES data across race, state and gender. Fielded in June 2009.

Included in this report:

• Summary Ypulse Monitor, providing a high-level overview of the research
• In-depth Ypulse Report, containing 38 pages of data and insights

Table of Contents

• Background
• Executive Summary
• Detailed Findings
  • Summer Plans
  • Study Habits
  • Study Aids
• Appendix
  • Methodology
  • Demographics