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Published by: Mintel International Group Ltd.
Published: Sep. 1, 2009 - 60 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- Expenditures of single males 18-24 are relatively flat while income grows
- Today’s 18-24 year olds impacted by election and recession
- Interest in dating and influence of friends define 18-24 male demographic
- Marketing on social networking sites must overcome resistance
- Black and Hispanic respondents 18-24 are heavier users of social networking
- University marketing strategy starts brand relationships early
- Television advertising entertains with humor, sex appeal, and testosterone
- Celebrity endorsements most effective for 18-24 year olds
- EXPENDITURES AND INCOME
- Per capita expenditures of single males through 2007 show little growth after inflation; 2008-09
- figures are likely to see a significant downward trend
- Figure 1: Average annual expenditures of single males 18-24, 2003-07
- Figure 2: Indexed spending per capita of single males, 2003-07
- Despite income growth, single males 18-24 still spend more than they earn
- Figure 3: Average income before taxes of single males 18-24, 2003-07
- Figure 4: Indexed spending per capita of single males, 2003-07
- BACKGROUND FACTORS
- Racial and gender composition
- Figure 5: U.S. population share, by race/ethnicity, 2004-14
- New graduates face most difficult job market in decades
- Obama election renews political awareness and social responsibility
- Figure 6: Attitudes toward charity sponsorship, by age, June 2009
- Celebrities show greatest impact on younger consumers
- Figure 7: Attitudes toward celebrity endorsements, by age, June 2009
- NETWORK MARKETING
- Overview
- Social networking sites
- Figure 8: Attitudes towards advertisements on social networking sites, by age, October 2008
- Twitter
- UNIVERSITY MARKETING
- Overview
- Campus representatives
- Spotlight: Apple campus rep program
- Tour and event sponsorship
- Figure 9: Preference for sponsoring brands, by gender and age, June 2009
- Institutional partnerships
- TELEVISION ADVERTISING
- Overview
- To draw in skeptics, products left out of the ads
- Figure 10: Nike—Track Town USA, June 2008
- Figure 11: Sony PlayStation 3—staring into fantasy, November 2008
- Celebrity endorsements transfer desirable qualities to the product
- Figure 12: Under Armour—Jose Reyes, June 2009
- Figure 13: Sean John I Am King Fragrance, December 2008
- Spotlight: Apple relies on high-energy music and visual cool
- Figure 14: Apple—iPod touch games, April 2009
- Figure 15: Apple—PC goes to the future, January 2009
- Spotlight: Axe promises the average guy sex appeal
- Figure 16: Axe—Man on dance floor, March 2009
- Spotlight: Ecko Unlimited puts testosterone in clothes
- Figure 17: Ecko Unlimited—extreme sports/fashion runway, October 2008
- Figure 18: Ecko Unlimited—Frank Mir, March 2009
- CINEMA ADVERTISING
- Movie theaters offer strong targeting of 18-24 males
- Figure 19: Attitudes toward cinema advertising, by age, October 2007-December 2008
- LIVING SITUATION
- Living with parents still the most popular option
- Figure 20: Living situation, by gender, June 2009
- Males 18-24 less likely to move residences
- Figure 21: Number of dwellings, by gender, June 2009
- LEISURE TIME AND HOBBIES
- Electronic and online communications are vital to 18-24s’ social habits
- TV still dominates free time but time spent on online video grows rapidly
- Figure 22: Time spent on various media/communication activities, by gender, June 2009
- Friends and especially dating carry strong priority for males 18-24
- Figure 23: Importance of social activities, by gender, June 2009
- Music, comics, games, and artistic hobbies popular among males 18-24
- Figure 24: Leisure activities among males, by age, February 2008-March 2009
- PEER COMMUNICATION
- Males 18-24 turn to friends more often than females for product advice
- Figure 25: Attitudes toward product research, by gender, June 2009
- 18-24 year olds more likely to do what their friends do
- Figure 26: Attitudes toward peer influence, by gender, June 2009
- DATING HABITS
- 18-24 age group is prime time for dating, especially for males
- Figure 27: Dating habits, by gender, June 2009
- PERSONAL ATTRIBUTES
- Males 18-24 exhibit attitudes conducive to hype marketing
- Males 18-24 feel less financial pressure to find the best deal
- Figure 28: Self-descriptive statements, by age, February 2008-March 2009
- Males 18-24 less likely to see positive attributes in themselves, need confidence boost
- Figure 29: Self-descriptive adjectives, by age, February 2008-March 2009
- LIFE GOALS
- Males 18-24 less likely to be saving money
- Figure 30: Life events and goals, by gender, June 2009
- Aspirational imagery can move beyond sex appeal
- Figure 31: Life events and goals—planned, by gender, June 2009
- RACE/ETHNICITY
- Black and Hispanics 18-24 more avid users of social networking and other electronic
- communications
- Figure 32: Time spent on various media/communication activities, by race/ethnicity, June 2009
- Figure 33: Importance of social activities, by race/ethnicity, June 2009
- Black and Hispanic respondents 18-24 more likely to be influenced by friends
- Figure 34: Attitudes toward product research, by race/ethnicity, June 2009
- Figure 35: Attitudes toward peer influence, by race/ethnicity, June 2009
- Black respondents 18-24 more likely to live at home and be single parents
- Figure 36: Living situation, by race/ethnicity, June 2009
- Figure 37: Life events and goals, by race/ethnicity, June 2009
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Living situation
- Figure 38: Living situation, by employment status, June 2009
- Leisure time
- Figure 39: Time spent on various media/communication activities, by household income, June 2009
- Figure 40: Time spent on various media/communication activities, by employment status, June 2009
- Dating
- Figure 41: Dating habits, by employment status, June 2009
- Life events and goals
- Figure 42: Life events and goals, by household income, June 2009
- Figure 43: Life events and goals, by employment status, June 2009
- Figure 44: Life events and goals for 4-6 years, by gender, June 2009
- Figure 45: Life events and goals for 7+ years, by gender, June 2009
- Figure 46: Life events and goals not planned, by gender, June 2009
AbstractThe finding that 18-24 year olds don’t often use social networking sites for product recommendations (despite often asking friends for product advice) suggests that these sites are not meeting their full potential as sources of product information and purchase influencers.
Some ideas for sites like Facebook to make product word of mouth easier:
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