Generation Y: Marketing To the Young Ones (18-26s)

Published by: Euromonitor International

Published: Sep. 1, 2007

Table of Contents

Executive Summary

Drivers

Summary 1 Characteristics of Generation Y

Demographic Trends

Chart 1 Leading Countries by Number of People Aged 18-26, and % Growth 2001-2006

Impact on Consumer Markets

Chart 2 Global Sales of Selected Products and Services 2001/2006

Outlook

Summary 2 Opportunities and Challenges of Marketing to Generation Y

Introduction

Definitions

Profile of Generation Y

Drivers

Later Families

Table 1 Average Age of First Time Mothers 2001-2006

Higher Education

Table 2 % Population Aged 20-24 Continuing in Education 2001-2006

Generation Y at Work

Spending Power

Table 3 Average Gross Income by Age Group in Selected Markets 2006

Table 4 Growth in Gross Income by Age Group in Selected Markets 2001/2006

Technology and Communications

Table 5 Number of Mobile Phone Users by Country 2001-2006

Chart 3 Mobile Phone Music Listeners 2005

The Social Networking Phenomenon

Table 6 Number of Visitors to Social Networking Sites in the US, March 2006

The Changing Role of Men

Attitudes To Finance

Travel

Eating/Drinking Habits

Ethical Awareness

Chart 4 Top Ten Issues Affecting American Youth 2006

Demographics

Regional Trends

Chart 5 18-26s Population by Region 2006

Chart 6 % Growth in the 18-26s Population by Region 2001/2006

Country Trends

Table 7 Number of 18-26s by Country 2001/2006

Table 8 Proportion of 18-26s by Country 2001-2006

Impact on Consumer Markets

Cosmetics and Toiletries

Table 9 Global Sales in Selected Cosmetics and Toiletries Sectors 2001-2006

Consumer Foodservice

Table 10 Global Sales of Selected Consumer Foodservice 2001-2006

Alcoholic Drinks

Table 11 Global Sales of Selected Alcoholic Drinks 2001-2006

Marketing to Generation Y

Understanding the Market

Branding

Summary 3 US: Most Trusted Brands Among Generation Y Consumers 2007

Summary 4 UK: Preferred Brands Among Generation Y Consumers 2005

Advertising

Shifts in Major Markets

China

Table 12 China: 18-26s Population Trends 2001-2006

Table 13 China: Sales of Selected Products and Services 2001/2006

France

Table 14 France: 18-26s Population Trends 2001-2006

Table 15 France: Sales and Growth of Selected Products 2001/2006

Germany

Table 16 Germany: 18-26s Population Trends 2001-2006

Table 17 Germany: Sales and Growth of Selected Products 2001/2006

Italy

Table 18 Italy: 18-26s Population Trends 2001-2006

Table 19 Italy: Sales and Growth of Selected Products 2001/2006

Japan

Table 20 Japan: 18-26s Population Trends 2001-2006

Table 21 Japan: Sales and Growth of Selected Products 2001/2006

UK

Table 22 UK: 18-26s Population Trends 2001-2006

Chart 7 Average % of Weekday Leisure Time Spent 2005

Table 23 UK: Sales and Growth of Selected Products 2001/2006

US

Table 24 US: 18-26s Population Trends 2001-2006

Table 25 US: Sales and Growth of Selected Products 2001/2006

Future Trends

Trends to Watch

Chart 8 Forecast Countries by Number of 18-26s 2011

Chart 9 Forecast Countries by Proportion of 18-26s 2011

Forecast Sector Trends

Table 26 Forecast Global Sales in Selected Sectors 2006-2011

Abstract

Generation Y are very technology-driven, fashion-conscious, status-aware, keen to spend and not afraid of credit. They are, however, the most diverse generation ever, in terms of ethnicity, tolerance and sense of community, which makes it difficult for marketers to target specific cultures or ethnic backgrounds but easier to create global brands. Euromonitor International's new report. " Generation Y: Marketing To The Young Ones (18-26s)" examines how the habits of the this generation will shape future consumer markets.



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