‘Twas the season for holiday shopping and this year, to the relief of cautiously optimistic retailers across the country, teens and college students were back in the spirit to spend. And yet, much like the discount-driven patterns observed during Back to School season, this spending was strategic and motivated by value above all else. From the continued popularity of large discount retailers like Walmart and Target to an even stronger focus on sales and special offers than last year, including the notable rediscovery of Black Friday, young shoppers like good students have learned to maximize their retail experience by optimizing the potential to save. The lesson for retailers? To cater to these pragmatic needs in-store, online and across mobile platforms (take note of the rise in usage since BTS) without losing sight of eternal teen shopping truths. In this Ypulse Research Report we offer an in-depth analysis of the 2010 Holiday Shopping season, with an eye toward the attitudes, habits and purchases shaped by the recovering economy. Touching on emerging trends and core Millennial values (i.e., close inter-generational ties) Ypulse uses the seasonal stage to help brands, retailers and marketers better understand this well-connected, discerning generation in 2011 and beyond.

Methodology: The results of this Ypulse report are drawn from 1,002 interviews conducted among members of the SurveyU panel between December 2 and December 13, 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

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 Ypulse Report we provide an in-depth look at student experiences this Spring. From Spring Break plans to summer jobs, Ypulse taps into the minds of 1,000 college students to help marketers understand the the habits and preferences that shape 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 April 2009.

Included in this report:

• Summary Ypulse Monitor, providing a high-level overview of the research
• In-depth Ypulse Report, containing 52 pages of data and insights

Table of Contents

• Background
• Executive Summary
• Detailed Findings
  • Spring break plans
  • Textbook buying & selling
  • Spending and finances
  • Employment and career
  • Leisure Activities
• Appendix
  • Methodology
  • Demographics