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Attitudes of Young Adults Towards Consumer Electronics - USPublished by: Mintel International Group Ltd. Published: Oct. 1, 2005 - 110 Pages Table of ContentsIntroduction and Abbreviations Introduction Other relevant reports Subject of this report Data for this report Abbreviations & terms Abbreviations Terms Executive Summary The 18-34-year-old demographic The Internet as a marketing tool to reach young adults More minorities—Marketing to minorities desirable Shopping online, but wanting the product ASAP Young adults open to new brands Male students, grads key to market growth Young adults and convergence Selling audio hardware to young adults DTV not at the top of this age group’s desires Market Factors Demographics of 18-34-year-olds The U.S. population by age Figure 1: U.S. under-35 population, by age, 2000-10 Increased diversity among 18-34-year-olds Figure 2: U.S. population, by age and race/Hispanic origin, 2005 Marital status Figure 3: Marital status, by age, 2003 Figure 4: Graph: Percentage of the U.S population that are married, by age, 2003 Figure 5: Composition of 18-24-year-olds, by age and presence of children, January-September 2004 College enrollment Figure 6: College enrollment, by age, May 2004-05 Figure 7: College enrollment, by age, 2003 Figure 8: Graph: Distribution of college students, by age, 2003 Income by age Figure 9: Median household income per household member, by age of householder, 2003 Figure 10: Household income distribution of under-35s, by age of householder, 2003 The role of 18-34-year-olds as early adopters and heavy media consumers CE market size and trends CE market size Figure 11: Total U.S. factory sales of home audio and home video hardware, video game consoles, personal computers, at current and constant prices, 1999-2005 Figure 12: Graph: Total U.S. factory sales of home audio and home video hardware, video game consoles, personal computers, at current and constant prices, 1999-2005* Product segmentation Figure 13: Graph: Total U.S. factory sales of home audio and home video hardware and personal computers, by segment, 2004 Home video trends Home computer trends Video game trends Home audio trends Market trends New technology is a central driver Software innovation affects hardware sales The movie theater encourages upgrades, provides content support The economy and consumer confidence Figure 14: Real GDP growth (%), Consumer Confidence Index, and home video hardware sales growth, 1999-2004 Figure 15: Graph: Consumer Confidence Index and home video hardware sales growth, 1999-2004* Marketing to 18-34-Year-Olds Media usage among 18-34-year-olds Figure 16: Attitudes towards advertising media, by age, January-September 2004 Figure 17: Attitudes toward advertising media among 18-34-year-olds, by gender, January-September 2004 Attitudes toward advertising media among 18-34-year-olds, by race/ethnicity Figure 18: Attitudes toward advertising media among 18-34-year-olds, by race/ethnicity, January-September 2004 Figure 19: Attitudes toward advertising media among 18-34-year-olds, by education, January-September 2004 Figure 20: Attitudes toward advertising media among 18-34-year-olds, by number of people in household, January-September 2004 Figure 21: Attitudes towards advertising media, by cohort, January-September 2004 Figure 22: Attitudes toward advertising media among 18-34-year-olds, by cohort (2), January-September 2004 What 18-34-year-olds want from their consumer electronics Figure 23: Desired qualities in consumer electronics, by age, September 2005 Figure 24: Graph: Desired qualities in consumer electronics, by age, September 2005 Case studies in marketing to 18-34-year-olds Summary Attitudes toward Brands How brand selections are made Figure 25: Attitudes towards electronics brands, by age, September 2005 Brand perception of A/V suppliers Figure 26: Attitudes towards A/V brands, September 2005 Figure 27: 18-34-year-olds’ attitudes towards A/V electronics brands, September 2005 Brand perception for computer suppliers Figure 28: Attitudes towards computer brands, September 2005 Figure 29: 18-34-year-olds’ attitudes towards computer brands, September 2005 Summary The Purchasing Process Research methods for computers, software, and Internet service purchases Figure 30: Research methods undertaken by 18-34-year-olds before computer and computer-related purchases, by age, September 2005 Figure 31: Research methods undertaken by 18-34-year-olds before computer and computer-related purchases, by gender, September 2005 Figure 32: Research methods undertaken by 18-34-year-olds before computer and computer-related purchases, by household income, September 2005 Figure 33: Research methods undertaken by 18-34-year-olds before computer and computer-related purchases, by number of children under 18 in household, September 2005 Purchasing online vs. purchasing at a store Figure 34: Reasons for source of last CE product purchase among 18-34-year-olds, by age, September 2005 Figure 35: Reasons for source of last CE product among 18-34-year-olds, by gender, September 2005 When 18-34-year-olds replace their consumer electronics Figure 36: Attitudes towards CE upgrading, by age, September 2005 Extended warranties and the 18-34-year-old consumer Figure 37: Attitudes towards extended warranties for CE products, by age, September 2005 Summary Attitudes toward New Technology Attitudes toward new technology Figure 38: Attitudes towards electronics and technology, by age, January-September 2004 Figure 39: Attitudes towards electronics and technology, by cohort, January-September 2004 Figure 40: Attitudes towards electronics and technology, by cohort (2), January-September 2004 Figure 41: Attitudes of 18-34-year-olds towards electronics and technology, by gender, January-September 2004 Figure 42: Attitudes of 18-34-year-olds toward new technology and electronics, by race/ethnicity, January-September 2004 Figure 43: Attitudes among 18-34-year-olds toward new technology and electronics, by education, January-September 2004 Ownership of new technology Figure 44: New technology ownership, September 2005 Attitudes towards DVR/TiVo Figure 45: Attitudes towards DVR/TIVO, by age, September 2005 Attitudes towards DVD-Audio and Super Audio CDs Figure 46: Attitudes towards DVD/A/SACD (DVD-Audio or Super Audio CD), by age, September 2005 Attitudes towards satellite radio Figure 47: Attitudes towards satellite radio, by age, September 2005 Summary Computers & Convergence Introduction PC ownership and intent to purchase Figure 48: Household computer and computer accessory ownership, by age, January-September 2004 Type of computers used, by age Figure 49: Type of computer used at home, by age, September 2005 Use of computers as A/V equipment Figure 50: Use of PCs for A/V purposes, by age, September 2005 Figure 51: Graph: Use of computers for music, by age, September 2005 Figure 52: Graph: Use of computers for home video purposes, by age, September 2005 Figure 53: Use of computer for A/V purposes by 18-34-year-olds, by gender, September 2005 Figure 54: Use of computer for A/V purposes by 18-34-year-olds, by household income, September 2005 Figure 55: Use of computer for A/V purposes by 18-34-year-olds, by presence of children under 18 in household, September 2005 Summary Attitudes towards Music Ownership of stereo equipment Figure 56: Stereo equipment and accessories ownership, by age, January-September 2004 The role of music in the lives of 18-34-year-olds Figure 57: Habits regarding music, by age, September 2005 Figure 58: Graph: Habits regarding music, by age, September 2005 Summary Home Video Ownership Introduction Figure 59: DVD player, video game console, and home theater audio ownership, by age, January-September 2004 Television ownership Figure 60: Number of TV sets per household, by age, January-September 2004 18-34-year-olds and DTV Ownership of DVD players Figure 61: Household DVD player ownership, by age, January-September 2004 Ownership of multiple DVD players Figure 62: Number of DVD players per household, by age, January-September 2004 Video game console ownership Figure 63: Household video game console ownership, by age, January-September 2004 Summary Appendix: Trade Associations Appendix: Simmons Cohort Definitions Figure 23: Cohort descriptors, all groups Appendix: Research Methodology Consumer Research Greenfield Online Presentation & Definitions ICR Surveys EXCEL Simmons National Consumer Surveys Technometrica TechnoExpresssm Further Analysis Trade Research Informal trade research Formal trade research Desk & Internet Research Sources Definitions Forecasts Appendix: What is Mintel? Mintel Group Mintel Reports Mintel Premier Mintel GNPD Mintel Menu Insights Mintel Comperemedia Mintel Custom Solutions AbstractYoung adults are a distinct market for manufacturers of consumer electronics (CE). They are highly concerned with style, consider friends’ opinions about brands, and want immediate gratification when purchasing electronics. They are more likely to upgrade when new technology becomes available, and are more likely to purchase extended warranties.Most importantly, they are “tech-friendly”, with increased interest in new technology and a willingness to pay top dollar, viewing PCs as entertainment centers. For these reasons, this is a group that bears particularly close inspection when contemplating the future of this $52 billion market. This report explores the various attitudes of this group in relation to the consumer electronics market, including:
Products covered in report: home video, home audio, PCs, video game consoles. Hardware, not software or services, is the subject of the report.
Products excluded from this report include handheld devices (cell phones, MP3 players, PDAs, digital and video cameras, portable DVD players); and CE products typically used for home office/communications rather than entertainment purposes (printers, fax lines, home phones, computer networks). |
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