Ypulse Research

During the 2011 holiday season, retailers rejoiced as customers flocked to stores, spending record amounts on Black Friday and Cyber Monday. Students happily did their part in boosting the economy — they went into the holiday season planning to spend more than they did the prior year. Online shopping saw a particular increase. Students not only shopped more online than they have in the past, but they also planned to spend more online.

A key takeaway from this report is that technology is becoming ingrained in students’ shopping habits. They also turned to social media to find deals and to get gift ideas. Many used their mobile phones to shop. Not only did the number that researched store locations and product details increase, but the number of students who made purchases on their phones nearly doubled.

The holiday season is also about family. Collegians are especially happy to have time to spend with their parents and siblings — shopping outings, cooking and baking, and even hanging holiday decorations are all excuses to make the most of family time before they head back to school.

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Each summer — and well into fall — students stock up on new clothes, school supplies, electronics, and more to look good and be prepared for the upcoming academic year. This year, students were generally excited about going back to school, but expressed less enthusiasm for back-to-school shopping. Students mostly focused on getting the essentials and finding the best deals. The school shopping season is lasting longer each year, with the majority of students not purchasing items until the end of August and continuing shopping well through September. In a commercial staring contest, students know that they can get the best prices if they wait for retailers to blink first. Few students who do school shopping are finished before September begins.

Not all students are financially independent when it comes to their school shopping, but they consider themselves the primary decision makers when deciding what to buy. High schoolers usually shop with their parents, who fund the majority of purchases. High schoolers only pay for 24% of purchases. College students are more likely to shop alone, paying for 66% of their back-to-school purchases. Students spent far less than they anticipated across most categories. Prices, as well as the presence of sales, coupons, and discounts, were the biggest determinants when students decided where to shop, reflecting their concerns about keeping their spending to a minimum.

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‘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.
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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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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…)

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…)

The back to school edition of the Ypulse Report provides an in-depth look at BTS shopping and mobile communications. From what brand of cellphone they use to where they bought it (along with other, school-related purchases), 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…)