Ypulse Research

While the recession is technically over (according to some economists), it’s far from forgotten — especially for teens and collegians (or recent grads attempting to enter the workforce), and certainly for the retailers that rely on them. This Ypulse Research Report analyzes the 2010 Back-To-School (BTS) shopping season, with an eye toward the still-shaky economy. While shopping started later this year — a sign that many families are still timid about big spending and may have been waiting for discounts on items like dorm essentials — mass retailers that focused on appealing to teens’ budgets did well, especially those following the recent boom of designer partnerships (i.e., Stella McCartney for Target). Noting spending habits in apparel, accessories and housewares, responses to mobile and traditional marketing, and general attitudes toward shopping and the economy (teens are more optimistic than you might think!) Ypulse breaks down the trends of BTS 2010, a season with real implications for those trying to reach this budget- and marketing-savvy generation.
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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. (more…)