Attitudes and Behavior of Males 18-24 - US

Published by: Mintel International Group Ltd.

Published: Mar. 1, 2007 - 79 Pages

Table of Contents

Scope and Themes

What you need to know

Data sources

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Males 18-24: 10.2% of total population and holding

Promoting the bachelor pad

College campuses are prime promotional areas

Money savings focused on short-term material goods

Hobbies and interests focus on group activity

Spending power and trends

Television most enjoyable advertising medium, Internet least

Consumer electronics vital to 18-24 male lifestyle

Online shopping: less than average, focused on electronics

Shopping at FDM

Future and spending power forecast

Background Factors

The bachelor life

Figure 1: Marital status of males 18-24, by age, 2005

Student population skews youngest, promoting on campus value added

Figure 2: Student status of 18-24 year olds, by gender, 2004

Figure 3: Percentage of the population 18-24 years old enrolled in school, by age, 1985-2004

Income is low, but parental support is likely

Figure 4: Employment status and income of males 18-24, 2005

Figure 5: Average and aggregate discretionary income* and amount per household member, by age of householder, 2002

Figure 6: Sources of income for under 25 heads of household, 2005

The most diverse age group

Figure 7: 18-24 year olds, by race/ethnicity, 2006

Living situation

Figure 8: Living situation of 18-24 year olds, by gender, February 2007

Males 18-24 and financial management

Figure 9: ATM/debit card ownership and usage by males 18-24, January-October 2006

Credit cards

Figure 10: Credit card ownership and usage by males 18-24, January-October 2006

Bill-paying methods used

Figure 11: Bill-paying methods used by males 18-24, January-October 2006

Figure 12: Financial planning activity by 18-24 year olds, by gender, February 2007

Debt levels

Figure 13: Level of debt carried by 18-24 year olds, by gender, February 2007

Hobbies, games and sports

Figure 14: Hobbies and leisure activities in the past 12 months by males 18-24, January-October 2006

Interest in sports

Figure 15: Top ten sports in which males 18-24 are interested, January-October 2006

Sporting goods

Figure 16: Top ten sporting goods owned by males 18-24, January-October 2006

Aggregate Spending by Males 18-24 and Market Trends

Figure 17: Aggregate expenditures for male head of households under age 25, at current and constant prices, 2000-05

Figure 18: Graph: Aggregate expenditures for male head of households under age 25, at current and constant prices, 2000-05

Figure 19: Income before tax for heads of household under 25, at current and constant prices, 2000-05

Figure 20: Trend: Share of males 18-24 in college, 2000-06

Category spending by under 25s

Figure 21: Share of spend in key expenditure categories, by age, 2005

Media

Interest in various forms of advertising

Figure 22: Advertising media as enjoyable to 18-24 year olds, by type of advertising, by gender, February 2007

Watching television

Figure 23: Number of hours a week 18-24 year olds spend watching television, by gender, February 2007

Figure 24: Use of TiVo/replay/DVR/PVR by 18-24 year olds, number of hours per week, by gender, February 2007

Listening to the radio

Figure 25: Radio listening by 18-24 year olds, hours per week, by gender, February 2007

Reading magazines

Figure 26: Reading by 18-24 year olds, hours per week, by gender, February 2007

Reading newspapers

Figure 27: Newspaper reading by 18-24 year olds, hours per week any format vs online, by gender, February 2007

Visiting online chat rooms

Figure 28: Visiting online chat rooms by 18-24 year olds, hours per week, by gender, February 2007

Reading blogs

Figure 29: Reading weblogs or journals by 18-24 year olds, hours per week, by gender, February 2007

Watching podcasts online

Figure 30: Watching podcasts online by 18-24 year olds, hours per week, by gender, February 2007

Watching videos online

Figure 31: Watching videos online by 18-24 year olds, hours per week, by gender, February 2007

Emailing

Figure 32: Emailing for personal reasons by 18-24 year olds, hours per week, by gender, February 2007

The impact of social networks

Figure 33: Browsing social networks by 18-24 year olds, hours per week, by gender, February 2007

Figure 34: Attitudes towards social networks by 18-24 year olds, agree summary, by gender, February 2007

Instant messaging

Figure 35: Instant messaging online by 18-24 year olds, hours per week, by gender, February 2007

Talking on the telephone

Figure 36: Talking on the telephone by 18-24 year olds, hours per week landline vs cell phone, by gender, February 2007

Figure 37: Use of a smartphone, video chatting and using VoIP at home by 18-24 year olds, hours per week, by gender, February 2007

Consumer Electronics

Introduction

Multifunction products

Figure 38: Perceptions of quality of multifunction consumer electronics products among 18-24 year olds, by gender, February 2007

MP3 music/digital media players

Figure 39: MP3 music/digital media player ownership by males 18-24, January-October 2006

Video games

Sega Game Gear

Figure 40: Video games owned or played by males 18-24, January-October 2006

Figure 41: Ownership of video game consoles or handheld video game players by 18-24 year olds, by gender, February 2007

Figure 42: Preference to playing video games on a computer to a video game console by 18-24 year olds, by gender, February 2007

Figure 43: Still camera ownership by males 18-24, January-October 2006

Figure 44: Ownership of desktop or laptop computers by 18-24 year olds, by gender, February 2007

Figure 45: Home PC usage by males 18-24, hours per week, January-October 2006

Figure 46: Impact of computers on demand for stereos and DVD players among 18-24 year olds, by gender, February 2007

Figure 47: Use of computers to watch and record TV shows by 18-24 year olds, by gender, February 2007

Figure 48: Cellular/wireless phone ownership by males 18-24, January-October 2006

Figure 49: Type of cellular/wireless service plan and monthly cost, males 18-24, January-October 2006

Figure 50: Business vs. personal cellular/wireless phone usage by males 18-24, January-October 2006

Figure 51: Services males 18-24 who own cellular/wireless phones have and use, January-October 2006

Figure 52: Impact of cell phone cameras on demand for still cameras among 18-24 year olds, by gender, February 2007

Figure 53: Television ownership, location and type by 18-24 year olds, by gender, February 2007

Figure 54: Ownership of other selected audio/video products, by 18-24 year olds, by gender, February 2007

Shopping Trends

Internet purchases

Figure 55: Internet purchasing patterns among males 18-24, January-October 2006

Figure 56: Products males 18-24 purchase most online, by gender, February 2007

Purchases of apparel and accessories

Figure 57: Apparel/accessory purchasing patterns among males 18-24, by gender, May 2005-June 2006

Shopping and Spending, by Retailer

Shopping at supermarkets/food stores

Figure 58: Top ten supermarkets/food stores at which males 18-24 shopped in the last four weeks, January-October 2006

Shopping at convenience stores

Figure 59: Top ten convenience stores at which males 18-24 shopped in the last four weeks, January-October 2006

Shopping at drug stores

Figure 60: Drug stores at which males 18-24 shopped in the last four weeks, January-October 2006

Shopping at department/discount/clothing stores

Figure 61: Top 20 department/discount/clothing stores at which males 18-24 shopped in the last four weeks, January-October 2006

Future Trends and Forecast

Future Trends

Hispanics eclipse whites as most populous segment for males 18-24

Figure 62: 18-24 population by race/ethnicity, 2007 and 2012

Figure 63: Hispanics by country of origin/heritage, 2004

Hispanic category spending

Figure 64: Average expenditures on entertainment, by Hispanic origin, 2004

User driven content influences attitudes, challenges advertisers

Figure 65: Online advertising spending at social networks, 2006

18-24s still living at home—what to do?

Market forecast

Aggregate expenditures

Figure 66: Forecast of Aggregate expenditures for male head of households under age 25, at current and constant prices, 2005-10

Figure 67: Forecast of Aggregate expenditures for male head of households under age 25, at current and constant prices, 2005-10

Forecast factors

Abstract

Using our unique consumer survey, Simmons NCS, and consumer expenditure (CES) data, Mintel gives the reader an acute sense of how males 18-24 behave, what they buy, and the most effective ways to reach them.

Using data from CES, we show a five-year aggregate spending size for male heads of household under 25 as well as the consumer expenditure categories that young people index highest in. These data give marketers a floor from which to project sales and a jumping pad from which to develop products.

We also focus on males 18-24 concern for portability and flexibility, and the desire for products that travel from the bedroom to the car and provide a variety of functions. College students in particular tend to be willing to splurge for products they really want, or save up in order to afford them. This is a group that likes to stay abreast of technology, and desires new styling and features.

Finally, we show how activities such as gaming and online social networking present new challenges to traditional media like television, and suggest ways to reach a young male audience that is saturated with media activity.

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