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Published by: Mintel International Group Ltd.
Published: Jul. 1, 2008 - 73 Pages
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Executive Summary
- A snapshot of 18-34s
- Insights and opportunities
- Gender discrimination is real and pervasive
- Factors that create/lessen perceptions of success, levels of optimism, and confidence
- Travel is a priority
- The Internet is in; everything else is out
- The big three: food, clothing/footwear, and CDs
- They get greener as they get older
- What they buy online
- Asians are a sweet spot
- Demographic Considerations
- Key points
- Population of 18-34 year olds
- Figure 2: Population of 18-34 year old women, by age, 2003-13
- Figure 3: Young adult women, by single year of age, 2008
- Ethnicity of 18-34 year olds
- Figure 4: Women aged 18-34, by race and Hispanic origin, 2008
- Educational attainment
- Figure 5: Educational attainment, by age, 2007
- Figure 6: Educational attainment, by age, percentages, 2007
- Marital status
- Changes in attitudes towards marriage
- 25 is a turning point
- Figure 7: Married people, by age and gender, 2006
- Income of consumers aged 18-34
- Spending power is difficult to determine
- Figure 8: Median household income, by age of householder and type of household, 2006
- Attitudes Towards Discrimination
- Key points
- A country divided by gender
- Experiences with discrimination
- Figure 9: Women's attitudes towards gender, May 2008
- But they still strive for success
- Figure 10: Women's attitudes toward themselves, by age and race/ethnicity, Fall 2007
- More educated respondents view jobs as careers
- Figure 11: Women's attitudes toward work, by education, Fall 2007
- Other perceptions of self
- Figure 12: Personal beliefs and experiences, by age, May 2008
- Perception of Life Balance
- Key points
- Carpe diem: the credo of 18-34s
- Figure 13: Women's attitudes toward themselves, by age, Fall 2007
- Awareness of outside pressures and confusion diminish with age
- Figure 14: Women's attitudes toward themselves, by age, May 2008
- Whites and Asians are less confident, and blacks are more
- Figure 15: Women's attitudes toward themselves, by age and race, May 2008
- Young Hispanic women more aware of outside pressures
- Figure 16: Women's attitudes toward themselves, by age and ethnicity, May 2008
- Money boosts confidence and happiness
- Figure 17: Women's attitudes toward themselves, by household income, May 2008
- Education boosts confidence and happiness
- Figure 18: Women's attitudes toward themselves, by education, Fall 2007
- Divorce takes a toll on confidence, comfort and happiness
- Figure 19: Women's attitudes toward themselves, by marital status, Fall 2007
- Blacks are resigned, Asians strive and worry
- Figure 20: Women's attitudes toward themselves, by race/ethnicity, Fall 2007
- Attitudes Towards Travel and Leisure
- Key points
- Snapshot of the travel category
- Younger respondents love leisure travel
- Figure 21: Trips taken, by age, May 2008
- Young respondents spend more than their older peers
- Figure 22: Amount spent personally on travel, by age, May 2008
- Education translates into desire to travel
- Figure 23: Women's attitudes towards travel and leisure, by education, Fall 2007
- Attitudes Towards the Media
- Key points
- Snapshot of the state of advertising
- Time-delayed TV, surfing, and cell phones are in
- Figure 24: Media-based activities performed 11+ hours per week, by age, May 2008
- Online is in, but they’re tuned out otherwise
- Figure 25: Women's attitudes toward media and advertising, by age, Fall 2007
- Education breeds a discriminating eye
- Figure 26: Women's attitudes toward media and advertising, by education, Fall 2007
- Divorce blunts interest in the media
- Figure 27: Women's attitudes toward media and advertising, by marital status, Fall 2007
- Attitudes Towards Brick-and-Mortar Shopping
- Key points
- A brief overview of important categories
- 18-34s buy more gourmet food, clothing, and CDs
- Figure 28: Purchases made six or more times a year, by age, May 2008
- Attitudes towards purchasing
- Figure 29: Women's attitudes toward shopping, by age, Fall 2007
- Education equals intrepid shoppers
- Figure 30: Women's attitudes toward shopping, by education, Fall 2007
- Divorce sours the shopping experience
- Figure 31: Women's attitudes toward shopping, by marital status, Fall 2007
- Attitudes Towards Green Products
- Key points
- A country going green
- A little less green than older females
- Figure 32: Women's attitudes toward green issues, by age, Fall 2007
- The older the respondent, the more likely to purchase green products
- Figure 33: Green purchases made six or more times a year, by age, May 2008
- Divorced women seem less green
- Figure 34: Women's attitudes toward green issues, by marital status, Fall 2007
- The greening of America
- Figure 35: Women's attitudes toward green issues, by education, Fall 2007
- Attitudes Towards Online Shopping
- Key points
- Overview of online shopping
- The Internet has dramatically changed shopping habits
- Figure 36: Women's attitudes toward Internet shopping, by age, Fall 2007
- As education levels rise, so does online shopping
- Figure 37: Women's attitudes toward Internet shopping, by education, Fall 2007
- Jewelry, personal care, travel, and more are popular with 25-34s
- Figure 38: Internet purchases in the past year, by age, May 2008
- Attitudes Towards Online Communities and Social Networking
- Key points
- Snapshot of online communities
- Online communities are social hubs for 18-24s
- Figure 39: Membership in online communities and social networking sites, by age, May 2008
- Race and Ethnicity
- Key points
- Asians use the Internet to shop; Hispanics not as much
- Figure 40: Women's attitudes toward Internet shopping, by race/ethnicity, Fall 2007
- Asians care about the environment
- Figure 41: Women's attitudes toward green issues, by race/ethnicity, Fall 2007
- Asians love to travel
- Figure 42: Women's attitudes towards travel and leisure, by age and race/ethnicity, Fall 2007
- Asians have more positive views of advertising
- Figure 43: Women's attitudes toward media and advertising, by race/ethnicity, Fall 2007
- Advertising and Promotion
- Key points
- A snapshot of behavior
- Streaming video is key
- Figure 48: Most popular magazines, television shows, and websites of women aged 18+, May 2008
- Appealing to 18-34 year olds—commercials use several approaches
- Empowerment
- Figure 49: Cadillac CTS Television ad, 2008
- Figure 50: BMW 3-Series Television ad, 2008
- Beauty
- Figure 51: Almay Intense i-Color Television ad, 2008
- Figure 52: Gillette Venus Embrace Television ad, 2008
- Health
- Figure 53: Eucerin Daily Replenishing Television ad, 2008
- Sex appeal
- Figure 54: Jane Cosmetics Television ad, 2008
- Figure 55: Schick Quattro for Women Television ad, 2008
- Appendix: Other Useful Consumer Tables
- Divorced women love the idea of traveling abroad
- Figure 56: Women's attitudes towards travel and leisure, by marital status, Fall 2007
- Asian respondents consume lots of media
- Figure 57: Media-based activities performed 11+ hours per week, by age and race, May 2008
- Respondents who did not graduate high school indulge their kids
- Figure 58: Women's attitudes toward themselves, by education, Fall 2007
- Non-Hispanics are more likely to travel
- Figure 59: Trips taken, by age and ethnicity, May 2008
- Asian respondents enjoy the shopping experience
- Figure 60: Women's attitudes toward shopping, by race/ethnicity, Fall 2007
- Appendix: Trade Associations
AbstractWomen ages 18-24 and 25-34 are some of the most important demographics in American society, with each group having its own distinct values, aspirations, and attitudes towards a wide variety of products and services. The information presented herein will provide readers with considerable insight into women in these two age groups and important sub-groups, such as:
- Key differences between ages 18-24 and 25-34, including levels of self-esteem and personal and professional goals
- How ethnicity shapes desires and ambitions of these demographics
- Critical differences in perception of self and how this translates into motivations to purchase a wide variety of products, including travel, clothing, music, and food
- How these two groups use different kinds of media for different purposes, and in particular the Internet and social-networking websites.
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