This article will cover:
What are the Behavioral & Trend Survey Data dashboards?
These dashboards make up two of the three dashboards available in the Pro Data Tools, which give Pro users interactive access to the millions of data points on Gen Z and Millennials fielded behind all of YPulse's Behavioral and Trend Reports dating back to 2016. The searchable dashboards allow users to customize those data points to reflect their target youth demographics and view year-over-year trends.
What is the difference between the Behavioral Data dashboard and the Trend Data dashboard?
The survey topics and questions results behind each dashboard correspond to two of the key report types: Behavioral and Trend. The layout and functionality in each dashboard are exactly the same.
Use the Behavioral Data Dashboard if you're looking for an answer to a question about how young consumers spend their time, shop, socialize, plan for seasonal events, and other behavior-driven topics. You can search through questions by topic and keyword. Many of our Behavioral topics have been asked yearly, so here you can view some year-over-year data to see changes in behaviors and beliefs.
Use the Trend Data Dashboard if you're looking to explore some of the bigger shifts that young consumers have fueled. This data deep-dives into Gen Z and Millennials' thoughts, beliefs, and new behaviors; and the changes that brands will need to be prepared for. All trends have long-lasting impact, so the full archive of trends is worth exploring to help to understand these generations.
Do the dashboards let you apply demographic filters and crosstabs to the data?
Both dashboards allow you to customize the survey results to all questions with demographic filters and crosstabs to match your target audience and/or create the exact comparison chart you need. The demographic filters available are: generation, age, gender, race, ethnicity, urbanicity, parent status, and student status.
*Because it is illegal in all WE countries, except for the U.K., to ask for race and ethnicity status, we do not collect this data for young consumers in Western Europe.
Which regions do these dashboards cover?
The Behavioral and Trend Reports in the YPulse North America subscriptions cover young consumers in the U.S. and Canada. Those Pro users who also purchased a Western Europe Pro subscription will have access to the Western Europe data in the same dashboards.
How often are the dashboards updated? When is the data for new reports available?
The dashboards are updated with new data when each new report is released, following this Report Calendar. Behavioral Reports are published weekly, and Trend Reports are published monthly. The new survey data is available the same day the report is released.
When will each of the report topics be published and what will they be?
The 2022 Report Calendar shows the planned publishing dates for each of the 52 Behavioral Reports* across the year. It also shows when each of the 12 Trend Reports and other Special Reports (such as the Brand Insights Reports) will be published, and the topics are added to the calendar as they are decided upon.
*All report publication dates are planned, and subject to change*
Is the survey data downloadable?
Yes, all survey results can be downloaded and will match any of the demographic filters or crosstabs you have set. Read this article for instructions on how to export the data from both dashboards.
If looking to pull all survey question results behind a single report with our standard demographic banner points, you can do so with the "Data File" link on the landing page for each report. Here is an example.
What is the sample size for each survey for the reports?
Each North America survey is conducted among n=1,500 young consumers 13-39-years-old in the U.S (n=1,000) and Canada(n=500). Each country's sample is balanced to be nationally representative across age and gender.
*Sample sizes were updated June 2022
Read Western Europe Pro Data FAQs to learn more about the sample sizes for this region.
How are Gen Z and Millennials defined in the demographic filters?
YPulse defines the generations as follows:
Gen Z as those born 2001 - 2019 (currently 0-20-years-old)
Note: We consider 1-12-year-olds as Gen Z, but do not survey respondents younger than 13-years-old.
Millennials as those born 1982 - 2000 (currently 21-39-years-old)
In the filters, the Gen Z crosstab currently includes respondents 13-20-years-old and the Millennial crosstab includes respondents 21-39-years-old. These age ranges are updated yearly (in July) as the generations age up. If you want to learn more about why YPulse defines the generations this way, check out this article: How We're Defining Gen Z and Why.
How do I look at the results from all years or quarters for a single questions?
It's easy! Simply click into the question you're interested in (after having searched by keyword or report topic), and then ensure you have the full date range set with the filters. The results will populate for each unique time the question was fielded over the years. Read Comparing YOY Behavioral Report Results for a step-by-step instructions.
Do all questions in the Behavioral Data have results dating back to 2016?
Some of the topics and questions asked in the Behavioral Report surveys date back to 2016, but not all of them. To keep up with young consumers' interests and brands' questions, many new report topics were added over the years, and the surveys behind each topic are continuously updated to ensure the most accurate representation of the young consumer. New dedicated Behavioral topics for 2022 include: Mental Health, Experiences, Local & Global Citizenship, and Brand Loyalty.
How often are the topics and questions for the Trend Reports ever repeat??
The dedicated topic surveys behind each Trend Report are only fielded once, unlike the Behavioral Report topic surveys that are fielded annually or biannually. Many of the individual questions included in the Trend Report topic surveys are asked in other Trend or Behavioral topic surveys, so if you have the results set to the full date range, results will populate for each of the unique times the question was asked.
Why are some years of data missing in the year-over-year charts for questions?
The example you're seeing may have occurred because of the following reasons:
- A question was added or removed from the survey from the previous year, or the exact question text was modified
- The response option in a question was added or removed from the survey in from the previous year
- The entire report topic was added or removed from the previous year
Are the report topics the same between YPulse North America and YPulse Western Europe?
Primarily, yes! The report topics and survey questions follow those fielded for YPulse North America, expertly translated and made relatable to reflect young consumers’ lives in the other countries. Western Europe-only Behavioral report topics (TBD for 2022) will replace the North America topics of 4th of July and Thanksgiving. You can view all available Western Europe reports at this link here.
Can we compare survey results across all 7 countries YPulse in which YPulse is fielding surveys?
Depending on your subscription level, yes. North America Pro users can compare data between the U.S. and Canada. Western Europe Pro users can compare North America to Western Europe, as well as compare results across all individual 7 countries. Watch this quick video on how to use the Country and Region filters and crosstabs to create these comparisons.