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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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…)