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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For the most part, students’ bags are their only resource for the day when they leave home, and they pack them to make sure they’ll have all the items they need, from school supplies and technology to entertainment and personal care items. While most students carry the same school bag every day — most commonly a traditional backpack — girls like to mix it up a bit, matching their bags to their outfits.

Pencils, pens, and notepads are the most common items found in students’ bags. They also say they’re the most important. Yes, it turns out that the pen is also mightier than the laptop, particularly among high schoolers. Outside technology isn’t often welcomed in the classroom, and as a result, few students carry laptops to school. The Apple logo is emblazoned on most students’ tech devices, from computers to MP3 players to headphones. But not cell phones. While students may want to own an iPhone, for many, the price tag puts it beyond their means; the brand of cell phone students carry most is Samsung.

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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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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…)

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…)

In this edition of the Ypulse Report, we provide an in-depth look at the tools that students use to achieve academic success as well as what they plan to do after classes break for the summer. From textbook buyback to landing a summer job, Ypulse taps into the minds of 1,000 college students to help marketers understand the the habits and preferences that shape this large and influential generation of consumers. (more…)