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

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