The U.S. Youth Market : Deciphering the Diverse Life Stages and Subcultures of 15- to 24-Year-Olds (Detailed Contents)

The U.S. Youth Market : Deciphering the Diverse Life Stages and Subcultures of 15- to 24-Year-Olds


July 1, 2003
200 Pages - SKU: LA853274
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The U.S. Youth Market : Deciphering the Diverse Life Stages and Subcultures of 15- to 24-Year-Olds
  • Chapter 1 Executive Summary (pp. 25-46) US $500.00
  • Chapter 2 Demographic Overview (pp. 47-92) US $853.00
  • Chapter 3 Size and Growth of the Market (pp. 93-106) US $377.00
  • Chapter 4 Consumer Behavior (pp. 107-148) US $870.00
  • Chapter 5 Media (pp. 149-160) US $230.00
  • Chapter 6 Marketing and Advertising Strategies (pp. 161-182) US $520.00
  • Chapter 7 The College Segment (pp. 183-224) US $859.00
  • Chapter 8 The Urban Youth Segment (pp. 225-258) US $896.00
  • Chapter 9 Trends and Opportunities (pp. 259-268) US $300.00
  • Appendix Addresses of Youth Market Resources (pp. 269-275) US $88.00

Below is the list of sections extracted directly from the report. Please note this list has been standardized and may not match the Table of Contents.

  • Executive Summary
    • Introduction
      • Background
      • Overview Of Report
    • Scope Of Report
      • Youth Market Defined
      • Methodology
    • Demographic Overview
      • Youth Population Tops 40 Million
      • Youth Population Will Grow At Above-Average Rate
      • Youth Population Highly Diverse
      • Most 15- To 24-Year-Olds Live With Their Parents
      • Many Young Women Marry Early
      • Aggregate Income Of Youth Population Exceeds $350 Billion
      • Nearly 8 Million Work Full-Time
      • Paths Diverge At Age Of 18
      • Youth Employment Affected By Seasonal Forces
      • School Enrollment Key Factor In Youth Employment
      • Risk Behaviors Peak
      • Political Influence Of Youth Below Average
    • Size And Growth Of The Market
      • Youth Market Tops $460 Billion
      • Parents Spend $54 Billion On 15- To 17-Year-Olds
      • Consumer Units Headed By Individuals Under 25 Represent Major Market
      • Younger Segment Will Grow Faster
      • Total Spending In Youth Market Will Approach $550 Billion
      • Expenditures By Young Men Will Near $300 Billion
    • Consumer Behavior
      • Young People Enjoy Shopping
      • Young Shoppers Less Driven By Bargains
      • Brand Loyalty Lower
      • Shopping Viewed As a Social Experience
      • Young Consumers Spend Most On Apparel
      • Youth Driven By Fashion
      • Looks Matter Most To Young Car Buyers
      • Young Consumers Spend More On Restaurant Meals
      • Non-Cola Drinks Fare Better Among 18- To 24-Year-Olds
      • Electronics Equipment High Priority For Young Male Consumers
      • Young Women Interested In Creating Own Homes
      • Fast Food Restaurants Visited More Often
      • Internet Changes Lifestyles Of Youth
      • Socializing Most Common Use Of Internet
    • Media
      • Magazines Preferred To Newspapers
      • Automotive Magazines Popular With Young Men
      • Top Magazines For Young Women Include Family And Fashion Titles
      • Young People Less Focused On Television
      • Fox, Upn, And Wb Lead Broadcast Networks
      • Radio More Likely Seen As Main Source Of Entertainment
      • Internet Has Major Impact On Media Usage
      • Online Media Gain Favor
    • Marketing And Advertising Strategies
      • In-Person Marketing Key In Youth Market
      • Event Sponsorships Important
      • Youth Marketers Affiliate With Action Sports To Reach Young Men
      • Integrated Marketing Programs Standard
      • Young Consumers Less Negative About Advertising
      • Young Women Enjoy Magazine Ads
    • The College Segment
      • Women Now Predominate On College Campuses
      • Most College Students Found At Large Institutions
      • Many Full-Time Students Work
      • More Students Rely On Outside Financial Aid
      • Credit Card Usage High
      • College Discretionary Spending Will Reach $22 Billion
      • Brand Loyalty Lower
      • New Food Products Get Attention On Campus
      • Students Major Buyers Of Bedding And Linens
      • Students Take To E-Commerce
      • Internet Has Major Impact On Media Usage Habits Of College Students
      • Wide Array Of Marketing Tools Used In College Segment
    • The Urban Youth Segment
      • Urban Youth Market Driven By Attitudes, Not Race
      • Economic And Cultural Influence Of Urban Youth Extends Into General Market And Mainstream Culture
      • Major Youth Markets Have Multicultural Profile
      • Core Of Urban Youth Market Will Grow Faster Than Youth Market As a Whole
      • Young Urban Males Attuned To Fashion
      • Cell Phones And Pagers Key Part Of Urban Youth Culture
      • Movie Channels Get Nod
    • Trends And Opportunities
      • Diversity Of Youth Culture Tests Marketers' Savvy
      • Many Young Consumers Reject In-Your-Face Marketing
      • More Young People Return To The Parental Nest
      • The High School Crowd Merits Attention
      • Working Youths Spend More Than $150 Billion Annually
      • Efforts To Build Brand Loyalty With College Students Can Pay Off With College Grads
      • Urban Youth Segment Is Major Economic Force
      • Young Women Represent Untapped Market
      • Today's Young Men More Fashion-Conscious Than Their Fathers
  • Demographic Overview
    • Size And Growth Of The Population
      • Population Data Sources Vary
      • Youth Population Tops 40 Million
        • (Table) Size Of Youth Population By Single Year Of Age, 2001 (In Thousands)
        • (Table) Population Of 15- To 24-Year-Olds By Age Group, 2002 (In Thousands)
      • Young Males Predominate
        • (Table) Population By Gender, 15- To 24-Year-Olds Vs. Other Age Groups, 2002 (In Thousands)
      • Youth Population Grew Slowly In 1990s
        • (Table) Size And Growth Of Population By Age Group, 1990 Vs. 2000 (In Thousands)
        • (Table) 15- To 24-Year-Olds As Percent Of Total Population, 1990, 2000, 2001 (In Thousands)
      • Underlying Demographic Trends Will Boost Youth Population Growth
        • (Table) Youth As Percent Of Total Population By Age Group, 1990 Vs. 2000 (In Thousands)
        • (Table) Birth Cohorts Of Youth Population By Single Year Of Age, 2002 Vs. 2007 (In Thousands)
      • Youth Population Will Grow At Above-Average Rate
        • (Table) Projected Growth Of U.S. And Youth Populations, 2002-2007 (In Thousands)
        • (Table) Projected Growth Of Youth Population By Age Segment, 2002-2007 (In Thousands)
    • Geographic Distribution
      • Youth Population More Concentrated Than General Population
        • (Table) Ranking Of States By Population Of 15- To 24-Year-Olds Vs. Total Population, 2000 (In Thousands) - Part 1
        • (Table) Ranking Of States By Population Of 15- To 24-Year-Olds Vs. Total Population, 2000 (In Thousands) - Part 2
        • (Table) Population Of 15- To 24-Year-Olds By Region, 2000 (In Thousands)
      • New York Metro Area Has Largest Youth Population
        • (Table) Metropolitan Areas By Population Of 15- To 24-Year-Olds - Part 1
        • (Table) Metropolitan Areas By Population Of 15- To 24-Year-Olds - Part 2
    • Race And Hispanic Origin
      • Youth Population Highly Diverse
        • (Table) Race And Hispanic Origin, 15- To 24-Year-Olds Vs. Rest Of U.S. Population, 2001 (In Thousands)
        • (Table) Number Of 15- To 24-Year-Olds By Gender, Race, And Hispanic Origin, 2000 (In Thousands)
      • Many 20- To 24-Year-Olds Born In Other Countries
        • (Table) Percent Of Foreign-Born 15- To 24-Year-Olds By Age Group, 2000 (In Thousands)
        • (Table) World Region Of Birth Of Foreign-Born 15- To 24-Year-Olds, 2002 (In Thousands)
      • Youth Population Will Continue To Diversify
        • (Table) Growth Of The 15- To 24-Year-Old Population, Hispanics Vs. Other Population Groups, 1990-2001 (In Thousands)
        • (Table) Projected Number Of 15- To 24-Year-Olds By Race And Hispanic Origin, 2000 Vs. 2007 (In Thousands)
    • Family Structure And Living Arrangements
      • Few Older Teens Live Independently
        • (Table) Living Arrangements Of 15- To 17-Year-Olds (In Thousands)
      • Majority Of 18- To 24-Year-0Lds Still Live With Parents
        • (Table) Living Arrangements Of 18- To 24-Year-Olds, By Age Group, 2001 (In Thousands)
      • Many Young Women Marry Early
        • (Table) Marital Status Of 15- To 24-Year-Olds By Age Group, 2000 (In Thousands)
        • (Table) Marital Status Of 15- To 24-Year-Old Males By Age Group, 2000 (In Thousands)
        • (Table) Marital Status Of 15- To 24-Year-Old Females By Age Group, 2000 (In Thousands)
      • One In Five Young Women Has Had Children
        • (Table) Number Of 15- To 24-Year-Old Women Who Have Ever Had a Child, By Marital Status, 2000 (In Thousands)
        • (Table) Percent Of 15- To 24-Year-Old Women Who Have Ever Had a Child, By Race And Hispanic Origin, 2000 (In Thousands)
    • Income
      • Reported Aggregate Income Of Youth Population Exceeds $350 Billion
        • (Table) Aggregate Money Income Of 15- To 24-Year-Olds, By Age Group And Gender, 2001
        • (Table) Distribution Of Money Income Of 15- To 24-Year-Olds With Earnings, By Gender And Age Group, 2001 (In Thousands)
      • Official Census Data Likely To Underreport Youth Income
      • Nearly 8 Million Work Full-Time
        • (Table) Money Income Of 18- To 24-Year-Olds, By Work Experience, Race, And Hispanic Origin, 2001
        • (Table) Aggregate Money Income Of 18- To 24-Year-Old Males, By Work Experience, Race, And Hispanic Origin, 2001 (In Thousands)
        • (Table) Aggregate Money Income Of 18- To 24-Year-Old Females, By Work Experience, Race, And Hispanic Origin, 2001
      • Black Youths Have More Economic Power Than Older Counterparts
        • (Table) Mean Income Of 18- To 64-Year-Olds, Blacks Vs. Non-Hispanic Whites, By Age Group And Work Experience, 2001
        • (Table) Mean Income Of 18- To 64-Year-Old Males, Blacks Vs. Non-Hispanic Whites, By Age Group And Work Experience, 2001
      • Young College Graduates Working Full-Time Earn Average Of Nearly $38,000
        • (Table) Mean Income Of 18- To 24-Year-Olds With Earnings, By Educational Attainment And Work Experience, 2001
      • Female College Graduates Wield Significant Economic Influence
        • (Table) Mean Income Of 18- To 24-Year-Old Males With Earnings, By Educational Attainment And Work Experience, 2001
        • (Table) Mean Income Of 18- To 24-Year-Old Females With Earnings, By Educational Attainment And Work Experience, 2001
    • School Enrollment And Employment
      • Paths Diverge At Age Of 18
        • (Table) Grade Of Enrollment Of 15- To 24-Year-Olds By Single Year Of Age, October 2000 (% Of Total Population Of Each Age Group)
      • College Enrollment Begins To Decline At Age 20
        • (Table) School Enrollment Of 15- To 24-Year-Olds By Age Group, Full-Time Vs. Part-Time, October 2000 (In Thousands)
      • Year Institutions Recruit 70% Of Students
        • (Table) 18- To 24-Year-Old College Students, 4-Year Vs. 2-Year Institutions, October 2000 (In Thousands)
        • (Table) College Enrollment Of 18- To 24-Year-Olds, By Attendance Status And Type Of Institution (In Thousands)
      • Youth Employment Affected By Seasonal Forces
        • (Table) Employment Status Of 18- To 24-Year-Olds, April-July 2002 (In Thousands)
      • School Enrollment Key Factor In Youth Employment
        • (Table) Labor Force Status Of 16- To 24-Year-Olds Enrolled In School, October 2001 (In Thousands)
        • (Table) Labor Force Status Of 16- To 24-Year-Olds Not Enrolled In School, October 2001 (In Thousands) - Part 1
        • (Table) Labor Force Status Of 16- To 24-Year-Olds Not Enrolled In School, October 2001 (In Thousands) - Part 2
      • Educational Achievement Drives Employment
        • (Table) Labor Force Status Of 16- To 24-Year-Olds Not Enrolled In School, By Educational Achievement And Gender, October 2001 (In Thousands)
    • Indicators Of Well-Being
      • Youth Least Likely To Have Health Insurance
        • (Table) Health Insurance Coverage By Age Group, 2001 (In Thousands)
      • Youth Less Physically Active Than Older People
        • (Table) Percent Of U.S. Adults Engaging In Leisure-Time Physical Activity, By Age Group And Gender, 2000 (In Thousands)
      • Overweight Still Less Common
        • (Table) Percent Of U.S. Adults Who Were Overweight And Percent Who Were Obese, By Age Group, 1999 (In Thousands)
      • Risk Behaviors Peak
        • (Table) Drug Use By Type Of Drug And Age Group, 2000 (In Thousands) - Part 1
        • (Table) Drug Use By Type Of Drug And Age Group, 2000 (In Thousands) - Part 2
    • Attitudes And Activities
      • Survey Finds Youth Generally Optimistic
      • Young People Hard To Label
        • (Table) Political Outlook Of 18- To 24-Year-Olds, By Gender
        • (Table) Selected Values Of 18- To 24-Year-Olds, By Gender - Part 1
        • (Table) Selected Values Of 18- To 24-Year-Olds, By Gender - Part 2
      • Political Participation Of Youth Reaches Historically Low Level
        • (Table) Participation In November 2000 Election, By Age Group
      • Political Influence Of Youth Below Average
        • (Table) Number Of Voters In November 2000 Election, By Age Group
      • Immigration Affects Political Participation Of Youth
        • (Table) Participation By 18- To 24-Year-Olds In November 2000 Election: By Race And Hispanic Origin
  • Size And Growth Of The Market
    • Expenditures By 15- To 24-Year-Olds
      • Expenditures Exceed Reported Income For Lower-Income Consumers
      • Under-25 Households Spend More Than Their Income
        • (Table) Expenditures Of Under-25 Consumer Units As Percentage Of Income Before Taxes, 2000-2001
        • (Table) Expenditures Of Under-25 Consumers As Percent Of Before-Tax Income, By Age Group, 2000-2001
      • Expenditures Of Individual Youths Likely To Exceed Reported Income Levels
      • Youth Market Tops $460 Billion
        • (Table) Expenditures Of 15- To 24-Year-Olds By Age Group, 2002
        • (Table) Expenditures Of 15- To 24-Year-Olds By Gender, 2002
    • Family Expenditures On 15- To 17-Year-Olds
      • Older Teens Generate Significant Family Expenditures
        • (Table) Estimated Annual Expenditures By Two-Child, Husband-Wife Families On 15- To 17-Year-Olds For Selected Consumer Products, By Age Group Family Income 2001
      • Parents Spend $54 Billion On 15- To 17-Year-Olds
        • (Table) Aggregate Annual Family Expenditures On 15-To 17-Year-Olds For Selected Consumer Products, 2001
    • Industry Segments
      • Under-25 Households Spend $35 Billion On Food And Beverages
        • (Table) Aggregate Annual Expenditures By Under-25 Consumer Units For Food And Beverages, 2001 (In Millions) - Part 1
        • (Table) Aggregate Annual Expenditures By Under-25 Consumer Units For Food And Beverages, 2001 (In Millions) - Part 2
      • Under-25 Consumers Represent Significant Share Of Market For Household Furnishings And Equipment
        • (Table) Aggregate Annual Expenditures By Under-25 Consumer Units For Household Furnishings And Equipment, 2001 (In Millions)
      • Young Households Spend More Than $10 Billion On Apparel
        • (Table) Aggregate Annual Expenditures By Under-25 Consumer Units For Apparel, 2001 (In Millions) - Part 1
        • (Table) Aggregate Annual Expenditures By Under-25 Consumer Units For Apparel, 2001 (In Millions) - Part 2
      • Automotive Industry Gains Nearly $40 Billion From Young Households
        • (Table) Aggregate Annual Expenditures By Under-25 Consumer Units For Vehicle Purchases And Related Expenses, 2001 (In Millions)
      • Entertainment Spending Nears $10 Billion
        • (Table) Aggregate Annual Expenditures By Under-25 Consumer Units For Entertainment, 2001 (In Millions)
      • Spending On Personal-Care Products Reaches $2.6 Billion
        • (Table) Aggregate Annual Expenditures By Under-25 Consumers For Personal-Care Products And Services, Reading Materials, And Education, 2001 (In Millions)
    • Growth Of The Youth Market
      • Younger Segment Will Grow Faster
        • (Table) Projected Growth In Expenditures By 15- To 17-Year-Olds, 2002-2007
        • (Table) Projected Growth In Buying Power Of 18- To 24-Year-Olds, 2002-2007
      • Total Spending In Youth Market Will Approach $550 Billion
        • (Table) Projected Growth In Buying Power Of 15- To 24-Year-Olds, 2002-2007
      • Expenditures By Young Men Will Near $300 Billion
        • (Table) Projected Growth In Buying Power Of 15- To 24-Year-Old Men, 2002-2007
        • (Table) Projected Growth In Buying Power Of 15- To 24-Year-Old Women, 2002-2007
  • Consumer Behavior
    • Profile Of Under-25 Consumer Units
      • Consumer Units Defined
      • Under-25 Consumer Units Have Distinct Characteristics
        • (Table) Characteristics Of Consumer Units: Under-25 Consumer Units Vs. All Consumer Units, 2000-2001
    • Shopping Behavior And Consumer Attitudes
      • Young People Enjoy Shopping
        • (Table) Young Consumers' Attitudes Toward The Importance Of Shopping, By Gender
      • Young Shoppers Less Driven By Bargains
        • (Table) Price Sensitivity Of Young Consumers, By Gender
      • Brand Loyalty Lower
        • (Table) Brand Loyalty Of Young Consumers, By Gender
      • Shopping Viewed As a Social Experience
        • (Table) Attitudes Toward Shopping As a Social Experience, By Gender
      • Young Shoppers More Willing To Try New Stores
        • (Table) Young Consumers' Criteria For Selecting Stores, By Gender
      • Browsing More Common
        • (Table) In-Store Shopping Behavior Of Young Consumers, By Gender
    • Consumer Profile: Apparel
      • Young Consumers Spend Most On Apparel
        • (Table) Annual Expenditures By Under-25 Consumers For Apparel And Services By Percent Of Total Expenditures, By Age Group, 2001
        • (Table) Average Expenditures By Single Men And Women On Clothing For Themselves And Footwear As Percent Of Total Annual Consumer Expenditures, By Age Group, 2001
      • Youth Driven By Fashion
        • (Table) Young Consumers' Attitudes Toward Fashion And Style, By Gender - Part 1
        • (Table) Young Consumers' Attitudes Toward Fashion And Style, By Gender - Part 2
      • Young Women More Conscious Of Apparel Brands
        • (Table) Young Consumers' Attitudes Toward Apparel Brands, By Gender
      • Top Retail Outlets Listed
        • (Table) Discount/Department/Clothing Stores Preferred By 18- To 24-Year-Olds, By Gender
    • Consumer Profile: Automotive
      • Under-25 Male Consumers Spend More On Their Cars
        • (Table) Annual Expenditures By Under-25 Consumers For Vehicle Purchases And Related Expenses As Percent Of Total Expenditures, 2001
      • Young Drivers Invest More Of Their Identity In Cars
        • (Table) Young Consumers' Attitudes Toward Automobiles, By Gender
      • Looks Matter Most To Young Car Buyers
        • (Table) Young Consumers' Attitudes Toward Automobile Features, By Gender
      • Foreign Cars Seen As More Prestigious
        • (Table) Young Consumers' Attitudes Toward Foreign And Domestic Automobiles, By Gender
      • Young Auto Buyers Would Like New Cars But Buy Used Vehicles
        • (Table) Young Consumers' Attitudes Toward New And Used Automobiles, By Gender
        • (Table) Next Vehicle Purchase Planned By Young Consumers, By Gender
      • Compact Cars More Popular
        • (Table) Type Of Vehicle Most Recently Acquired By Young Consumers, By Gender
      • Auto Zone Gets Nod From 18- To 24-Year-Olds
        • (Table) Automotive Retail Stores Frequented By Young Consumers, By Gender
    • Consumer Profile: Food And Beverages
      • Young Consumers Spend More On Restaurant Meals
        • (Table) Annual Expenditures By Under-25 Consumer Units For Food And Beverages: By Amount And As Percent Of Total Consumer Expenditures, 2001 - Part 1
        • (Table) Annual Expenditures By Under-25 Consumer Units For Food And Beverages: By Amount And As Percent Of Total Consumer Expenditures, 2001 - Part 2
      • Leading Beer Brands Listed
        • (Table) Use Of Beer By Young Consumers, By Gender And Leading Brands
      • Young Women Prefer Wine Coolers
        • (Table) Use Of Wine By Young Consumers, By Gender
      • Generational Differences Shown In Choice Of Spirits
        • (Table) Use Of Spirits By Young Consumers, By Gender And Leading Brands - Part 1
        • (Table) Use Of Spirits By Young Consumers, By Gender And Leading Brands - Part 2
      • Gatorade Leads Active Drinks Category
        • (Table) Use Of Non-Carbonated Soft Drinks By Young Consumers, By Gender
      • Non-Cola Drinks Fare Better Among 18- To 24-Year-Olds
        • (Table) Use Of Carbonated Soft Drinks By Young Consumers, By Gender - Part 1
        • (Table) Use Of Carbonated Soft Drinks By Young Consumers, By Gender - Part 2
    • Consumer Profile: Entertainment And Consumer Electronics
      • Young Men Spend On Entertainment
        • (Table) Annual Expenditures By Under-25 Consumers For Entertainment, 2001
      • Electronics Equipment High Priority For Young Male Consumers
        • (Table) Attitudes Of 18- To 24-Year-Olds Toward Consumer Electronics, By Gender
    • Consumer Profile: Financial Services
      • Young Consumers Insecure About Personal Finances
        • (Table) Attitudes Of 18- To 24-Year-Olds Toward Personal Financial Management, By Gender
      • Visa Top Credit Card Brand
        • (Table) Types Of Credit Cards Used By 18- To 24-Year-Olds
    • Consumer Profile: Health And Beauty Aids
      • Hair-Care Products Usage Differs
        • (Table) Use Of Hair-Care Products By 18- To 24-Year-Olds, By Gender
      • Facial Cleansing Products Get Heavy Use
        • (Table) Use Of Personal-Care Products By 18- To 24-Year-Olds, By Gender
      • Eye Make-Up More Popular Among Young Women
        • (Table) Use Of Cosmetics By 18- To 24-Year-Old Women
    • Consumer Profile: Household Furnishings
      • Young Consumers Buy Furniture
        • (Table) Annual Expenditures -25 Consumer Units For Housekeeping Supplies Household Furnishings And Equipment, By Amount As % Of Total Consumer Expenditures, 2001
      • Young Women Interested In Creating Own Homes
        • (Table) Attitudes Toward Home Of 18- To 24-Year-Olds, By Gender
      • Most 18- To 24-Year-Olds Buy Household Furnishings
        • (Table) Furniture Purchases By 18- To 24-Year-Olds, By Gender - Part 1
        • (Table) Furniture Purchases By 18- To 24-Year-Olds, By Gender - Part 2
      • Bedding And Linens High Priority
        • (Table) Bedding, Bath, And Linen Purchases By 18- To 24-Year-Olds, By Gender
    • Consumer Profile: Restaurants
      • Fast Food Restaurants Visited More Often
        • (Table) Fast Food Restaurants Visited Most Frequently By 18- To 24-Year-Olds, By Gender
      • Applebee's Attracts Young Consumers
        • (Table) Family Restaurants & Steak Houses Visited Most Frequently By Young Consumers, By Gender
    • Consumer Profile: Youth And The Internet
      • Internet Changes Lifestyles Of Youth
        • (Table) Impact Of Internet On Youth Lifestyles, By Gender
      • Heavy Internet Usage More Common
        • (Table) Use Of Internet By 18- To 24-Year-Olds, By Gender
      • Socializing Most Common Use Of Internet
        • (Table) Online Activities Of 18- To 24-Year-Olds, By Gender
      • Young Women Turn To Online Shopping
        • (Table) Internet Orders By 18- To 24-Year-Olds In Last 12 Months, By Item And Amount Of Purchases
  • Media
    • Print
      • Magazines Preferred To Newspapers
        • (Table) Young Consumers' Attitudes Toward Print Media, By Gender
      • Automotive Magazines Popular With Young Men
        • (Table) Magazines Popular With 18- To 24-Year-Old Men
      • Top Magazines For Young Women Include Family And Fashion Titles
        • (Table) Magazines Popular With 18- To 24-Year-Old Women
      • Newspapers Try To Attract Younger Readers
    • Television And Radio
      • Young People Less Focused On Television
        • (Table) Attitudes Of Youth Toward Television, By Gender
      • Favorite Cable Tv Networks Highlighted
        • (Table) Cable Tv Services Popular With 18- To 24-Year-Olds
      • Animation Shows Leading Primetime Choice
        • (Table) Types Of Primetime Tv Shows Popular With 18- To 24-Year-Olds
      • Fox, Upn, And Wb Lead Broadcast Networks
        • (Table) Broadcast Network Viewing By 18- To 24-Year-Olds
      • New Cable Networks Target Youth
      • Radio More Likely Seen As Main Source Of Entertainment
        • (Table) Attitudes Of Youth Toward Radio, By Gender
      • Top Radio Formats Highlighted
        • (Table) Radio Formats Popular With 18- To 24-Year-Olds
    • New Media
      • Internet Has Major Impact On Media Usage
        • (Table) Impact Of Internet On Youth Media Usage, By Gender
      • Online Media Gain Favor
        • (Table) Use Of Online Media By 18- To 24-Year-Olds, By Gender
  • Marketing And Advertising Strategies
    • Marketing Approaches
      • "Cool Trackers" Part Of Many Youth Marketing Strategies
      • Guerrilla Tactics Often Included In Youth Marketing
      • Reebok Tries "Head Advertisingtm
      • Event Sponsorships Important
      • Youth Marketers Affiliate With Action Sports To Reach Young Men
      • Integrated Marketing Programs Standard
      • Calvin Klein Product Launch Pulls Out All Stops
      • Marketers See Opportunities In High Schools
      • Pringles Partners With Video Game Network
    • Advertising Strategies
      • Young Consumers Less Negative About Advertising
        • (Table) Attitudes Of 18- To 24-Year-Olds Toward Advertising, By Gender
        • (Table) Attitudes Of 18- To 24-Year-Olds Toward Television Ads, By Gender
      • Young Women Enjoy Magazine Ads
        • (Table) Attitudes Of 18- To 24-Year-Olds Toward Print Advertising, By Gender
      • Print Ads Push Technical Envelope To Capture Attention Of Jaded Young Readers
    • Food And Beverage Case Studies
      • Coca-Cola And Pepsico Seek Younger Audience
      • Sobe Reaches Young Males Through Action Sports
    • Health And Beauty Aids Case Studies
      • Unilever And Procter & Gamble Compete For Young Male Market
      • Chanel Reaches Out To Young Women With New Fragrance
    • Automotive Case Studies
      • Automakers Focus On Youth Market
      • Toyota Goes After Young Buyers With Scion
      • Honda Depends On Element To Capture Young Drivers
      • Pioneer Electronics Targets Young Car Enthusiasts
  • The College Segment
    • Overview
      • College Segment Of Youth Market Defined
      • Data Sources Reviewed
    • Demographic Profile
      • College Campuses Experience Significant Demographic Change
      • Most Full-Time College Students Are 18- To 24-Year-Olds
        • (Table) Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, By Age Group, 1999 (In Thousands)
      • Most Youth In College Are Undergraduates
        • (Table) Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, By Age Group, 1999 (In Thousands)
      • Women Now Predominate On College Campuses
        • (Table) Men And Women As Percent Of Full-Time Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, 1987-2007 (In Thousands)
      • Gender Gap On Campus Product Of Long-Term Trend
      • Campuses Become More Diverse
        • (Table) Full-Time Enrollment In Degree-Granting Institutions By 15- To 24-Year-Olds, By Race And Hispanic Origin, 2000 (In Thousands)
      • Most College Students Found At Large Institutions
    • Economic Profile
      • Many Full-Time Students Work
      • More Students Rely On Outside Financial Aid
      • Many Experts See Financial Problems Among College Students
      • Full-Time College Students More Financially Confident Than Non-Students
        • (Table) Attitudes Toward Personal Financial Management Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non-Students, By Gender
      • Financial Profile Of College Students Stronger
        • (Table) Loans And Investments Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non-Students, By Gender
      • Credit Card Usage High
    • Size And Growth Of The Market
      • Spending Estimates Compared
      • Full-Time College Enrollment Of 18- To 24-Year-Olds To Total 7.8 Million In 2007
        • (Table) Projected Growth In Full-Time Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, By Gender, 2002-2007 (In Thousands)
      • College Discretionary Spending Will Reach $22 Billion
        • (Table) Projected Growth In Aggregate Discretionary Income Of 18- To 24-Year-Old Full-Time College Students, 2002-2007
    • Psychographic Profile
      • College Students More Optimistic Than Other Youth
        • (Table) Attitudes Of 18- To 24-Year-Olds Toward Life, Full-Time College Students Vs. Non-Students, By Gender
      • Students More Conservative And Politically Engaged
        • (Table) Political Outlook Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non-Students, By Gender
        • (Table) Party Affiliation Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non-Students, By Gender
    • Consumer Profile
      • Brand Loyalty Lower
        • (Table) Brand Loyalty Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non-Students, By Gender
      • Peers And Parents Influence Brand Choices
      • College Women Have Conservative View Of Fashion
        • (Table) Attitudes Of College Students Toward Fashion And Style, By Gender - Part 1
        • (Table) Attitudes Of College Students Toward Fashion And Style, By Gender - Part 2
      • College Students Aspire To Eat Healthful Foods
        • (Table) Attitudes Of 18- To 24-Year-Olds Toward Diet And Nutrition, Full-Time Students Vs. Non-Students, By Gender
      • New Food Products Get Attention On Campus
        • (Table) Attitudes Of 18- To 24-Year-Olds Toward Food Products, Full-Time Students Vs. Non-Students, By Gender
      • Students Favor Salty Snacks
      • Bottled Water a Student Favorite
        • (Table) Use Of Non-Carbonated Soft Drinks, Full-Time College Students Vs. Non-Students, By Gender
      • Diet Cola Drinks Preferred
        • (Table) Use Of Carbonated Soft Drinks, Full-Time College Students Vs. Non-Students, By Gender
      • Fast Food Popular
        • (Table) Fast Food Restaurants Visited Most Frequently, Full-Time College Students Vs. Non-Students, By Gender
      • Usage Of Personal-Care Products Differs
        • (Table) Use Of Hair-Care Products, Full-Time College Students Vs. Non-Students, By Gender
        • (Table) Use Of Personal-Care Products, Full-Time College Students Vs. Non-Students, By Gender
      • Students Major Buyers Of Bedding And Linens
        • (Table) Bedding, Bath, And Linen Purchases , Full-Time College Students Vs. Non-Students
      • College Students Heavy Pc Users
        • (Table) Ownership And Use Of Personal Computers, Full-Time College Students Vs. Non-Students, By Gender
      • Internet Transforms Campus Life
        • (Table) Impact Of Internet On Lifestyles Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non-Students, By Gender
      • Internet Begins To Crowd Out Other On-Campus Activities
        • (Table) Use Of Online Services, Full-Time College Students Vs. Non-Students, By Gender
      • Internet Used As Medium For Socializing
        • (Table) Online Activities, Full-Time College Students Vs. Non-Students, By Gender
      • Students Take To E-Commerce
        • (Table) Internet Orders In Last 12 Months, Full-Time College Students Vs. Non-Students
    • Media
      • Internet Has Major Impact On Media Usage Habits Of College Students
        • (Table) Impact Of Internet On Media Usage, Full-Time College Students Vs. Non-Students, By Gender
      • Online Media More Popular
        • (Table) Use Of Online Media, Full-Time College Students Vs. Non-Students, By Gender
      • College Students Migrate To Same Web Sites As General Population
      • Male Students Read Different Magazines
        • (Table) Magazines Popular With College Men
      • Magazine Choices Reflect Life Stage Of College Women
        • (Table) Magazines Popular With College Women
      • Campus Newspapers Remain Influential But Readership Declines
      • Niche Networks Target College Campuses
    • Marketing Strategies
      • Wide Array Of Marketing Tools Used In College Segment
      • Target And Bed Bath & Beyond Court College Students
      • Ford Targets College Market
      • Citibank Offers Special Services For College Students
      • Sony Ericsson Spreads The Word On College Campuses
      • Food Service Companies Respond To Changing Tastes Of College Students
  • The Urban Youth Segment
    • Evolution And Impact Of Urban Youth Culture
      • Urban Youth Driven By Hip-Hop Culture
      • Hip Hop Began On The Streets Of New York
      • Hip Hop Became a Powerful Economic Force
      • Definition Of Urban Youth Market Elusive
      • Urban Youth Market Driven By Attitudes, Not Race
      • Economic And Cultural Influence Of Urban Youth Extends Into General Market And Mainstream Culture
    • Major Urban Youth Markets
      • Major Youth Markets Have Multicultural Profile
        • (Table) Metropolitan Areas By Population Of Multicultural 15- To 24-Year-Olds (In Thousands) - Part 1
        • (Table) Metropolitan Areas By Population Of Multicultural 15- To 24-Year-Olds (In Thousands) - Part 2
      • Demographic Profiles Of Major Youth Markets Vary
        • (Table) Diverse Urban Youth Markets (In Thousands)
        • (Table) Predominately Hispanic Urban Youth Markets (In Thousands)
        • (Table) Predominately African American Urban Youth Markets (In Thousands)
    • Size And Growth Of Urban Youth Market Segment
      • Assumptions Reviewed
      • Urban Youth Market Will Grow Faster Than Youth Market As a Whole
        • (Table) Projected Number Of 15- To 24-Year-Olds By Race And Hispanic Origin In 15 Key Urban Areas, 2000 Vs. 2007 (In Thousands)
      • Core Of Urban Youth Market To Grow 27% By 2007
        • (Table) Projected Growth In Buying Power Of 15- To 24-Year-Olds In 15 Key Urban Areas, 2002-2007
    • Young Urban Consumer Profile
      • Methodology Of Urban Youth Consumer Data Analyzed
      • Young Urban Males Enjoy Life
        • (Table) Attitudes Of Urban Youth Toward Life, By Gender
      • Urban Youth More Likely To Attend Live Entertainment Events
        • (Table) Attendance Of Urban Youth At Live Entertainment Events, By Gender
      • Young Urban Males Attuned To Fashion
        • (Table) Profile Of Young Urban Apparel Shoppers
        • (Table) Urban Youth Attitudes Toward Fashion And Style, By Gender - Part 1
        • (Table) Urban Youth Attitudes Toward Fashion And Style, By Gender - Part 2
      • Apparel Brands Connect With Young Urban Men
        • (Table) Urban Youth Attitudes Toward Apparel Brands, By Gender
      • Soft Drink Tastes Differ
        • (Table) Use Of Non-Carbonated Soft Drinks By Urban Youth, By Gender
        • (Table) Use Of Carbonated Soft Drinks By Urban Youth, By Gender - Part 1
        • (Table) Use Of Carbonated Soft Drinks By Urban Youth, By Gender - Part 2
      • Light Beers Lose Out Among Urban Youth
        • (Table) Use Of Beer By Young Urban Consumers, By Gender
      • Use Of Wine And Spirits More Common
        • (Table) Use Of Wine And Spirits By Young Urban Consumers
      • Distinct Pattern In Use Of Hair-Care And Skin-Care Products
        • (Table) Use Of Hair-Care Products By Young Urban Consumers, By Gender
        • (Table) Use Of Personal-Care Products By Young Urban Consumers, By Gender
      • Cell Phones And Pagers Key Part Of Urban Youth Culture
        • (Table) Ownership And Use Of Cell Phones And Pagers By Urban Youth, By Gender
      • Some Fast Food Chains Fare Better With Urban Youth
        • (Table) Fast Food Restaurants Visited Most Frequently By Young Urban Consumers, By Gender - Part 1
        • (Table) Fast Food Restaurants Visited Most Frequently By Young Urban Consumers, By Gender - Part 2
      • Pcs Common In Homes Of Urban Youth
        • (Table) Ownership And Use Of Pcs By Urban Youth, By Gender
      • Lives Of Young Urban Consumers More Affected By Internet
        • (Table) Impact Of Internet On Lifestyles Of Young Urban Consumers, By Gender
      • Young Urban Males Heavy Users Of Internet
        • (Table) Use Of Internet By Young Urban Consumers, By Gender
      • Young Urban Consumers Shop Online
        • (Table) Internet Orders In Last 12 Months By Young Urban Consumers
    • Media
      • Magazines Valued More Highly
        • (Table) Attitudes Of Urban Youth Toward Magazines, By Gender
      • Urban Youth Choose Different Magazines
        • (Table) Magazines Popular With Young Urban Women
        • (Table) Magazines Popular With Young Urban Men
      • Pioneering Urban Magazine Titles Continue To Thrive
      • Young Urban Male Segment Seen As Publishing Opportunity
      • Movie Channels Get Nod
        • (Table) Cable Tv Services Popular With Urban Youth
      • Upn Airs Hip-Hop Drama
      • Hip Hop Changes Urban Radio Formats
      • Internet Affects Media Usage
        • (Table) Impact Of Internet On Media Usage Of Urban Youth, By Gender
    • Marketing And Advertising Strategies
      • Product References In Rap Lyrics Show Power Of Hip Hop
      • Snack Food Company Caters To Urban Youth
      • Hawaiian Punch Organizes Urban Tour
      • Reebok Teams With Hip-Hop Stars
  • Trends And Opportunities
    • Key Trends In The Youth Market
      • Diversity Of Youth Culture Tests Marketers' Savvy
      • Youth Subcultures Converge And Cross Over
      • Youth Population Harbinger Of "Post-Ethnic America"
      • Many Young Consumers Reject In-Your-Face Marketing
      • New College Grads Most Affected By Post-Bubble Economy
      • Higher Debt Burden May Affect Spending Power Of College Grads
      • Extended Adolescence And Delayed Adulthood Now Common
      • More Young People Return To The Parental Nest And Gain Buying Power
      • Cell Phones Begin To Compete With Sneakers
    • Strategic Opportunities For Marketers
      • The High School Crowd Merits Attention
      • Working Youths Spend More Than $150 Billion Annually
      • Efforts To Build Brand Loyalty With College Students Can Pay Off With College Grads
      • Urban Youth Segment Is Major Economic Force
      • Young Women Represent Untapped Market
      • Today's Young Men More Fashion-Conscious Than Their Fathers
  • Addresses Of Youth Market Resources
    • Advertising//Marketing/Market Research
    • Publications
    • Other Media

 
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