With purchasing power exceeding $350 billion, 15- to 24-year-olds present a marketing target that is both tantalizing and confusing. Youths in the 15- to 24-year-old age group can be found following diverse paths as they make the transition from high school to young adulthood. While a substantial minority are full-time students, others are working full-time at relatively high-paying jobs. While one in three 18- to 24-year-old females are married and one in five are raising children, more than half of their male counterparts are still living with their parents. Moreover, the youth population is marked by a bewildering array of subcultures ranging from hip-hop to extreme sports.
The information in The U.S. Youth Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in youth marketing research, as well as companies that market products specifically for young adults (e.g., apparel, automobiles, food and beverage). Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.
About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written 17 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.
What You’ll Get in this Report
The U.S. Youth Market is a pioneering look at the wildly diverse market represented by 15- to 24-year-old Americans. With this report you will discover how successful marketers learn to tackle the myriad subcultures, from high school and college students to young homemakers, “average” young guys and urban youth. Understand how the hip-hop and extreme sports cultures are crossing over and driving the mainstream youth market. Find out whether young consumers are spending more on technology and less on traditional products such as apparel and footwear. Discover what the accelerating return of twenty-somethings to the parental nest means for marketers.
The report addresses the following segments:
Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.
Scroll down to see a more detailed outline of the contents of this report.
How You Will Benefit from this Report If your company is already competing in the youth market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for products targeting young Americans, as well as market growth and trends through 2007. Contributing to that understanding will be a complete analysis of youth-related data from published and trade sources, a detailed discussion of the youth market based on Simmons data, and in-depth case studies of companies that are targeting young Americans, with an examination of marketing, advertising and promotional strategies.
This report will help:
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