As a result of relatively high birth rates among multicultural females and declining birth rates among non-Hispanic Whites, multicultural population groups are increasing in importance within younger age groups in the U.S.
While 21.8% of the adult population lives in the 10 largest metropolitan areas, only 20.5% of teens can be found in the largest metro areas. Teens are slightly more likely to live in rural areas and smaller urban areas outside the 100 largest metropolitan areas.
Another aspect of the teens market takes the form of expenditures by families on children in the 12- to 17-year-old age group. Based upon data compiled by the U.S. Department of Agriculture (USDA), it is estimated that families spend a total of $4,191 on 12- to 14-year-olds in the key consumer-product categories of food, clothing, personal-care items, entertainment, and reading materials. Per capita expenditures in these categories on 15- to 17-year-olds total $4,365.
In the aggregate, families spend around $110 billion in these categories. Expenditures for food account for the majority (54.1%) of family spending in the categories included in this analysis. Older teens account for a slightly disproportionate share of overall family spending on teens. Those in the 15- to 17-year-old age group represent 50.9% of the teens population and receive 51.9% of family expenditures.