Ypulse Research

Millennials rarely take a break from media now that it is just as mobile as they are. Music is Millennials’ favorite medium; they spend more time with it in a typical week than with any other. They’re turning music discovery into an art form, picking up on tracks played during TV shows, noting mentions on Facebook, and finding artists via Pandora and Spotify. While some download music illegally, most happily pay for music to support the artists they care about.

Millennials watch an extraordinary number of movies now that they are so readily available via streaming and make a rapid transition from big screen to small screen. 3D movies are reeling in audiences and breaking box office records, but few students say a film’s availability in 3D affects their interest in seeing it.

The TV industry may be poised for a shakeup, thanks to Millennials. College students are spending more time watching cheaper Internet-based alternatives to cable (like Hulu and Netflix). Unlike music, most Millennials say they could live without TV, and some are doing just that by cutting the cable cord, or at least cutting premium cable channels and getting by with basic service. When they do tune in to TV, they prefer ABC Family, Comedy Central, and MTV — each of which has a strong presence on social media and enables them to connect with friends while watching their favorite shows.

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We took a deep-dive look at students’ use of technology in January 2011, and found distinct patterns for high schoolers and collegians. Portability is a priority for high schoolers, especially when it comes to video games, but they are more likely to have desktop computers that are hand-me-downs from when the family upgraded to a newer, faster machine. College students get a technology upgrade when they go off to school. Laptops and smartphones are the norm for them. Students of all ages are excited about the iPad and other tablet computers — few have one, but that could change following graduation and holiday gift seasons.

Students use tech to access whatever entertainment they want whenever they want it. For one in 10, that means going so as far as breaking the rules to access the sites and files that are blocked on their schools’ networks. They stream and download videos, including everything from movies to TV shows to political commentary. Streaming and downloading music is even more common than video, and many do so legally. In fact, those who don’t download cite cost and affordability as the primary reason they don’t do so, whereas far fewer don’t download because they’re worried about getting in trouble for downloading illegally.

Students believe they know more than their parents and their school administrators. They are quite confident in their tech knowledge, and that makes them savvy consumers that marketers, advertisers, and retailers need to treat as experts.
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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.
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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. (more…)

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. (more…)

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. (more…)