METHODOLOGY

The MOJO Ad staff designed a comprehensive survey to explore the lifestyles, attitudes, and behaviors unique to 18- to 24-year olds. We worked with Qualtrics to distribute our 25-minute survey to their national respondent panel and resulted in 721 complete responses from YAYA consumers, our largest group of respondents to date. The sample was weighted to match current U.S. Census Bureau data.

In addition to our primary research, we utilized secondary research, cross tabulations and comparisons to past State of the YAYA reports to gain insight into the changing YAYA market.