Total Youth Research Reports

Watch the Video

We are youth specialists delivering intelligence to technologists, marketers and startups. Find out more about who we are and how we do our research. Learn how our 15 years of experience working with some of the world’s leading brands from banks to soda can help you engage the youth market. Check out our stunning and unique visual designs to help you look good at your next presentation or team meeting.

Click PLAY to learn more >>


Cover & Purchase InfoDownload SampleOverviewKey Questions AnsweredTable of ContentsScreen shotsCompanies Mentioned

(1) The Total Youth Mobile Video Report

video-ringbinderstanding_800x657
  • Includes 9 statistical charts
  • 57 page PDF
  • Published 2015
  • Instant download
  • 100% satisfaction or your money back guarantee

Buy This $85

The Total Youth Mobile Video Report Overview

85% of Millennials use mobile video but what’s driving the market and what are the latest trends? To understand where the market is heading we need to know the social drivers shaping youth behavior and the most popular usage scenarios.

In this report, we break down the mobile video market and analyze the 4 key usage scenarios for Millennials each with their respective key players. We also look at the critical social emotional motivations behind the latest trends in the mobile video market.

Key Questions Answered

  • What is the market size and who are the key players?
  • What are the key social emotional motivations driving millennials to use mobile video?
  • What are the 4 most common mobile video usage scenarios for millennials?

Table of Contents

1) Introduction
– analysis

2) Mobile Video Market Data
– data: millennial mobile video use
– chart: video growth worldwide
– chart: video drives digital ad growth

3) Market Drivers
– analysis
– the Total Youth Insights Model
– chart: youth mobile motivations
– chart: youth mobile behaviors
– chart: mobile video usage scenarios

4) Broadcast Video
– analysis
– chart: TV still dominates longform video
– data: millennial TV use changes over 2 years
– chart: youth drive mobile longform video
– chart: youth drive “how to” video creation
– chart: mobile video sweetspot is 1-6 minutes
– chart: shortform dominates usage
– chart: teens drive video content creation
– data: % teens watched video clips on mobile phones
– GoPro
– Vine

5) Video Messaging
– analysis
– Snapchat
– chart: youth use Snapchat with close friends
– Snapchat Discover

6) Group Video Chat
– analysis
– ooVoo

7) Private Video Chat
– analysis
– Skype
– Skype Qik

Report Screen Shots

total youth research mobile video report

total youth research mobile video report

Companies and technologies mentioned include:

Amazon, Chat Roulette, Google, GoPro, Instagram, Microsoft, Netflix, ooVoo, Qik, Roku, Skype, Snapchat, Vine, Youtube

Cover & Purchase InfoDownload SampleOverviewKey Questions AnsweredTable of ContentsScreen shotsCompanies Mentioned

(2) The Total Youth Mobile Report

mobile-ringbinderstanding_800x657 (1)
  • Includes 32 statistical charts
  • 403 page PDF
  • Published 2015
  • Instant download
  • 100% satisfaction or your money back guarantee

Buy This $375

The Total Youth Mobile Report Overview

What are the latest trends in the youth mobile market? How are mobile owning Millennials disrupting verticals like auto, healthcare and travel?

In this latest report, we provide up-to-date mobile phone statistics on both mobile ownership and apps popular with youth. This report aims to clarify the fast growing youth mobile market by removing the hype and speculation concerning smartphone use. I’ll also share the key social rules and drivers both brands and technologists need to consider when developing for and marketing to young consumers.

Key Questions Answered

  • What are the key youth mobile trends to watch out for in 2015 and 2016?
  • What are the key social emotional motivations driving Gen Y millennials and Gen Z to use mobile in different ways?
  • How are mobile owning millennials disrupting vertical sectors like auto, banking, healthcare, payments and travel?

Table of Contents

A) Ownership
– analysis
– chart: youth smartphone ownership in 2015

B) Social Drivers
– the Total Youth Insights Model
– chart: The Total Youth Mobile Social Drivers Pyramid

1) Emotion
– analysis
– data: mobile separation anxiety
– chart: what happens when youth gave up mobile phones for 24 hours?

2) The Disconnected Generation
– analysis
– chart: youth have more technology to keep them connected but feel alone

3) “Friends”
– analysis
– chart: strong & weak ties in social relationships
– chart: which type of content do you share with friends?
– chart: which of these friend groups would you invite to Snapchat?

4) Always On
– analysis
– chart: have you used your smartphone in the bathroom?

5) Storytelling
– analysis
– data: real time documentation on Twitter
– data: millennial sharing on Twitter
– data: teen content on Instagram
– chart: who do you share stories with?
– chart: online how-to video creators by age group

6) Shared Experience
– analysis
– chart: what do you love most about the food truck experience?
– chart: Google search trend “food trucks”

7) Offline
– analysis
– data: teens use SMS to plan offline meetups
– chart: most popular subjects discussed in late night messenger sessions
– chart: millennials and their Twitter habits
– data: millennials tweeting about events
– data: youth using smartphones while watching TV
– chart: how do you use your smartphone while watching TV?

C) TRENDS
– the changing mobile social landscape

8) Attention
– analysis
– data: the number of marketing messages the Average American sees by her 17th birthday

9) Media Trust
– analysis
– chart: youth trust in marketing by media

10) Influence
– analysis
– chart: Google search volume “movie reviews”
– data: how youth discover smartphone brands
– chart: where did you see WhatsApp before downloading it?
– chart: how do you show your loyalty to a smartphone brand?

11) Social Space
– analysis
– chart: social media is about maintaining not creating networks

12) Privacy
– analysis
– chart: youth deleting and untagging on social media
– data: privacy drives youth use of SMS
– chart: why do you prefer mobile to PC messenger apps?

13) Profiling
– analysis

14) Dark Social
– analysis
– chart: the shift to dark social sharing
– data: how anonymity would drive youth Facebook usage
– chart: what teens do anonymously on the internet

15) Whisper App
– analysis

D) Applications
– mobile applications: social context

16) Messenger
– analysis
– chart: top mobile messenger apps for millennials
– Whatsapp
– chart: popularity of Whatsapp by country
– Snapchat
– data: youth Snapchat and privacy
– Snapchat Discover
– Viber
– Line
– chart: Line user base by country
– WeChat
– Instagram
– YikYak
– Kik

17) Mobile Video
– analysis
– ooVoo
– Vine
– Skype
– Skype Qik

18) Mobile Dating
– analysis
– Tinder

19) Mobile Games
– analysis
– Candy Crush Saga
– Clash of the Clans

E) Vertical Sectors
– mobile millennials changing business

20) Mobile Customer Experience
– analysis
– chart: why do you recommend brands to friends & family?
– MyStarbucksIdea
– Google Virtual Genius Bar
– chart: what are the top 5 frustrations with customer service?
– Amazon Student

21) The Sharing Economy
– analysis
– Couchsurfing
– Airbnb
– Uber
– chart: Google search trend “car insurance”
– chart: Google search trend “carsharing”
– Zipcar
– Amazon textbook rentals

22) Lookup Culture
– analysis
– data: youth prefer Google over customer service
– chart: have you ever searched for the following in Google?
– data: teens Googled “how to kiss”
– Ask.fm

23) M-Health
– analysis
– Google Fit
– Withings Health Mate

24) Automotive
– analysis
– chart: US driving license ownership by age
– chart: how mobile phones replace other social tools
– Ford targets Gen Z

25) M-Payments
– analysis
– chart: what are the biggest barriers to paying for online music?
– Paypal
– Line
– Snapcash
– Venmo
– Starbucks mobile payments

26) M-Banking
– analysis

27) Mobile Retail
– analysis
– chart: role of retail in mobile renewal
– chart: how retail impacts decision to switch carriers
– chart: how youth use smartphones in store

Report Screen Shots

total youth research mobile report

total youth research mobile report

Companies and technologies mentioned include:

Airbnb, Amazon, Apple, Apple Watch, Ask.fm, Automotive, Candy Crush, Clash of Clans, Couchsurfing, Dark Social, Email, Facebook, Ford, Google, Google Fit, Google Hangouts, GoPro, Instagram, Kakao, KiK, Line, McDonald’s, Messenger, Mobile Banking, Mobile Video, Mobile Dating, Mobile Games, Mobile Healthcare, Mobile Payments, ooVoo, Paypal, Qik, Roku, Skype, SMS, Snapcash, Snapchat, Social Media, Starbucks, Tango, Tinder, TV, Twitter, Uber, Venmo, Viber, Vine, Wearable technology, WeChat, Whatsapp, Whisper App, Withings, Yelp, Yik Yak, Zipcar

Cover & Purchase InfoDownload SampleOverviewKey Questions AnsweredTable of ContentsScreen shotsCompanies Mentioned

(3) The Total Youth Trends Report

trends-ringbinderstanding_800x657
  • Includes 40+ statistical charts
  • 500+ page PDF
  • Published 2015
  • Instant download
  • Bonus E-Books & Presentation
  • 100% satisfaction or your money back guarantee

Buy This $247

The Total Youth Trends Report Overview

What are the most important youth trends shaping media, technology and marketing in 2015? No matter how cool your campaign, no matter how clever your technology, no matter how hot your ad agency is, if you want to reach the youth market in, you have to first understand their social motivations.

In this report we share the 33 key social trends in the youth market that are disrupting industries like automotive and launching challenger brands like Snapchat out of nowhere into the limelight. Learn the factors driving these trends and how you can use this knowledge in your marketing, consumer insights and product development.

Key Questions Answered

  • What are the key youth trends in technology, media and marketing in 2015?
  • What are the key social emotional motivations driving these youth trends?
  • Which companies are engaging youth around these trends and how can other learn from this opportunity?

Table of Contents

1) Access vs Ownership
– definition
– table: explanation
– key statistic
– Google search data
– Amazon textbook rentals
– why millennials are shunning cars
– chart: interest in car insurance declines
– chart: interest in carsharing grows
– Zipcar: reinvent car ownership
– Zipcar targets universities
– growth opportunities
– access model applied to new ideas
– youth myths

2) Analog by design
– definition
– wired for touch
– key statistic
– table: explanation
– chart: what emotions can youth identify through touch?
– growth opportunities
– youth myths

3) Asynchronicity
– definition
– key statistic
– chart: have you used your smartphone in the bathroom?
– chart: what did you do in the bathroom?
– growth opportunities
– youth myths

4) Attention
– definition
– key statistic
– table: explanation
– chart: Google search trend “how to unsubscribe”
– growth opportunities
– youth myths

5) Brand Experience
– definition
– key statistic
– table: explanation
– chart: sharing behaviors differ between age groups
– growth opportunities
– youth myths

6) Dark Social
– definition
– table: explanation
– chart: why do you think SMS is a secure tool?
– chart: top 5 features that would motivate youth to use Facebook messenger
– chart: top 5 reasons youth prefer WhatsApp over other apps
– chart: Google search trend “Snapchat”
– chart: top 4 reasons why teens and students use Snapchat
– chart: which of these friend groups would you invite to Snapchat?
– growth opportunities
– youth myths

7) The Disconnected Generation
– definition
– table: explanation
– key statistic
– chart: youth have more technology to keep them connected but feel more alone than ever
– chart: families hang out together less than 20 years ago
– chart: Google search trend “how to make friends”
– growth opportunities
– youth myths

8) Emotion and Logic
– definition
– table: explanation
– chart: youth say price is a barrier but purchase the most expensive handsets
– growth opportunities
– youth myths

9) The End of Segmentation
– definition
– table: explanation
– chart: more sub segments doesn’t mean better targeting
– chart: Google search trend “K-Pop”
– growth opportunities
– youth myths

10) Fandoms
– definition
– table: explanation
– chart: youth connect across borders over common passion & causes
– chart: Google search trend “Fanfic”
– chart: what issues do you address in your fandoms?
– growth opportunities
– youth myths

11) Influence
– definition
– table: explanation
– key statistic
– chart: Google search trend “movie reviews”
– chart: Google search trend “smartphone reviews”
– chart: how did you find out about your smartphone brand?
– chart: teens influence family purchases
– growth opportunities
– youth myths

12) The Interest Economy
– definition
– table: explanation
– chart: 3 levels of the youth social universe
– chart: Google search trend “manga”
– growth opportunities
– youth myths

13) Lookup Culture
– definition
– table: explanation
– key statistic
– chart: youth submitted how-to videos on Youtube
– chart: Google search trend “store opening hours”
– chart: Google search trend “how to”
– growth opportunities
– youth myths

14) Offline
– definition
– table: explanation
– key statistic
– chart: top 5 topics discussed in late night messaging sessions
– chart: trust in marketing for US young adults
– chart: top 5 situations when teens use SMS or messaging apps
– growth opportunities
– offline drives the music business
– youth myths

15) Pain Points
– definition
– table: explanation
– chart: more than of teens Googled “how to kiss”
– key statistic
– growth opportunities
– myStarbucksidea
– youth myths

16) Passive Communication
– definition
– table: explanation
– key statistic
– chart: 90% of all youth communication is passive
– growth opportunities
– youth myths

17) Peak Efficiency
– definition
– table: explanation
– chart: Google search “food trucks”
– chart: what do you love most about the food truck experience?
– growth opportunities
– chart: Google search “artisan coffee”
– youth myths

18) Positive Deviance
– definition
– table: explanation
– growth opportunities
– youth myths

19) Privacy
– definition
– table: explanation
– key statistic
– chart: why do you prefer mobile to PC messengers?
– growth opportunities
– youth myths

20) Remix Culture
– definition
– table: explanation
– key statistic
– chart: Google search “memes”
– growth opportunities
– youth myths

21) Shared Experience
– definition
– table: explanation
– chart: Google search “Instagram”
– growth opportunities
– chart: how do you use your smartphones while watching TV?
– youth myths

22) The Social Code
– definition
– table: explanation
– key statistic
– chart: 24 hours without a mobile phone
– chart: how do you feel when separated from your smartphone?
– growth opportunities
– youth myths

23) The Social Currency
– definition
– table: explanation
– key statistic
– growth opportunities
– youth myths

24) Social Displacement
– definition
– table: explanation
– chart: US teen mobile ownership vs tobacco consumption
– growth opportunities
– youth myths

25) Social Proof
– definition
– table: explanation
– chart: where did you see WhatsApp before downloading?
– chart: what factors influenced your carrier choice?
– growth opportunities
– youth myths

26) Social Space
– definition
– table: explanation
– growth opportunities
– youth myths

27) Social Tools
– definition
– table: explanation
– key statistic
– growth opportunities
– youth myths

28) Storytelling
– definition
– table: explanation
– growth opportunities
– youth myths

29) Super influencers
– definition
– table: explanation
– key statistic
– growth opportunities
– youth myths

30) Thin Friendships
– definition
– table: explanation
– key statistic
– chart: 14-17 year olds have 1500 friends on Facebook but only 155 in real life
– chart: youth prefer to interact with real life friends over Facebook only friends
– chart: what groups do you create on messaging apps?
– growth opportunities
– youth myths

31) Trust
– definition
– table: explanation
– key statistic
– chart: what expectations were not fulfilled by a previous carrier?
– growth opportunities
– youth myths

32) Whitewalling
– definition
– table: explanation
– key statistic
– chart: Google search trend “Facebook privacy settings”
– growth opportunities
– youth myths

33) Z
– definition
– table: explanation
– growth opportunities
– youth myths

Report Screen Shots

total youth research trends report

total youth research trends report

Companies and technologies mentioned include:

Airbnb, 4Chan, Amazon, Apple, Automotive, Dark Social, Facebook, Google, GoPro, HTC, Instagram, iPhone, Kindle Unlimited, LG, McDonald’s, Messenger, Samsung, SMS, Snapchat, Starbucks, Tumblr, Twitter, Whatsapp, Whisper App, Youtube, Zipcar

100% SATISFACTION guaranteed

Take Advantage of My 30 Day Money-Back Guarantee

I’d like to help you get started by taking advantage of my Total Youth Guarantee. Get 100% satisfaction with any Total Youth Report listed here in the first 30 days or I’ll give you your money back with no questions asked.
signature-grahamdbrown
Graham D Brown – Total Youth Research Author & Founder

.