Ypulse Research

Two years and a destabilizing economic crisis after the historic youth-driven 2008 election, this Ypulse Research Report takes an in-depth look at the current state of Millennial politics, with an eye towards participation and engagement around the 2010 midterm elections. Along with identifying key factors behind a lowered youth turnout, we explore the pressing concerns, emerging trends and iconic figures (or lack thereof) exerting influence over young citizens today. By broadening the scope of typical post-election analysis from registered voters aged 18 and over to a representative sample of 1,000 voting-aged members of Gen Y as well as more than 300 kids aged 13-17, we capture an overall engagement gap among high school and college students as well as a fascinating intra-generational divide in political outlooks. With measurements of political awareness, attitudes and actions online and off that unite and distinguish the segments that comprise the youth vote of today and tomorrow, we shed new light on this past election and raise some pressing questions for politicians, strategists and organizations looking towards 2012.
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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. (more…)