The U.S. Youth Market : Deciphering the Diverse Life Stages and Subcultures of 15- to 24-Year-Olds

Published by: Packaged Facts

Published: Jul. 1, 2003 - 200 Pages

Table of Contents

• Background
  
• Overview Of Report

Scope Of Report

• Youth Market Defined
  
• Methodology

Demographic Overview

• Youth Population Tops 40 Million
  
• Youth Population Will Grow At Above-Average Rate
  
• Youth Population Highly Diverse
  
• Most 15- To 24-Year-Olds Live With Their Parents
  
• Many Young Women Marry Early
  
• Aggregate Income Of Youth Population Exceeds $350 Billion
  
• Nearly 8 Million Work Full-Time
  
• Paths Diverge At Age Of 18
  
• Youth Employment Affected By Seasonal Forces
  
• School Enrollment Key Factor In Youth Employment
  
• Risk Behaviors Peak
  
• Political Influence Of Youth Below Average

Size And Growth Of The Market

• Youth Market Tops $460 Billion
  
• Parents Spend $54 Billion On 15- To 17-Year-Olds
  
• Consumer Units Headed By Individuals Under 25 Represent Major Market
  
• Younger Segment Will Grow Faster
  
• Total Spending In Youth Market Will Approach $550 Billion
  
• Expenditures By Young Men Will Near $300 Billion

Consumer Behavior

• Young People Enjoy Shopping
  
• Young Shoppers Less Driven By Bargains
  
• Brand Loyalty Lower
  
• Shopping Viewed As A Social Experience
  
• Young Consumers Spend Most On Apparel
  
• Youth Driven By Fashion
  
• Looks Matter Most To Young Car Buyers
  
• Young Consumers Spend More On Restaurant Meals
  
• Non-Cola Drinks Fare Better Among 18- To 24-Year-Olds
  
• Electronics Equipment High Priority For Young Male Consumers
  
• Young Women Interested In Creating Own Homes
  
• Fast Food Restaurants Visited More Often
  
• Internet Changes Lifestyles Of Youth
  
• Socializing Most Common Use Of Internet

Media

• Magazines Preferred To Newspapers
  
• Automotive Magazines Popular With Young Men
  
• Top Magazines For Young Women Include Family And Fashion Titles
  
• Young People Less Focused On Television
  Fox, UPN, And WB Lead Broadcast Networks
  Radio More Likely Seen As Main Source Of Entertainment
  Internet Has Major Impact On Media Usage
  Online Media Gain Favor

Marketing And Advertising Strategies

• In-Person Marketing Key In Youth Market
  
• Event Sponsorships Important
  
• Youth Marketers Affiliate With Action Sports To Reach Young Men
  
• Integrated Marketing Programs Standard
  
• Young Consumers Less Negative About Advertising
  
• Young Women Enjoy Magazine Ads

The College Segment

• Women Now Predominate On College Campuses
  
• Most College Students Found At Large Institutions
  
• Many Full-Time Students Work
  
• More Students Rely On Outside Financial Aid
  
• Credit Card Usage High
  
• College Discretionary Spending Will Reach $22 Billion
  
• Brand Loyalty Lower
  
• New Food Products Get Attention On Campus
  
• Students Major Buyers Of Bedding And Linens
  
• Students Take To E-Commerce
  
• Internet Has Major Impact On Media Usage Habits Of College Students
  
• Wide Array Of Marketing Tools Used In College Segment

The Urban Youth Segment

• Urban Youth Market Driven By Attitudes, Not Race
  
• Economic And Cultural Influence Of Urban Youth Extends Into General Market And Mainstream Culture
  
• Major Youth Markets Have Multicultural Profile
  
• Core Of Urban Youth Market Will Grow Faster Than Youth Market As A Whole
  
• Young Urban Males Attuned To Fashion
  
• Cell Phones And Pagers Key Part Of Urban Youth Culture
  
• Movie Channels Get Nod

Trends And Opportunities

• Diversity Of Youth Culture Tests Marketers’ Savvy
  
• Many Young Consumers Reject In-Your-Face Marketing
  
• More Young People Return To The Parental Nest
  
• The High School Crowd Merits Attention
  
• Working Youths Spend More Than $150 Billion Annually
  
• Efforts To Build Brand Loyalty With College Students Can Pay Off With College Grads
  
  
• Urban Youth Is Major Economic Force
  
• Young Women Represent Untapped Market
  
• Today’s Young Men More Fashion-Conscious Than Their Fathers

Chapter 2: Demographic Overview

Size And Growth Of The Population

• Population Data Sources Vary
  
• Youth Population Tops 40 Million
  
• Table 2-1: Size Of Youth Population By Single Year Of Age, 2001
  
• Table 2-2: Population Of 15- To 24-Year-Olds By Age Group, 2002
  
• Young Males Predominate
  
• Table 2-3: Population By Gender, 15- To 24-Year-Olds Vs. Other Age Groups, 2002
  
• Youth Population Grew Slowly In 1990s
  
• Table 2-4: Size And Growth Of Population By Age Group, 1990 Vs. 2000
  
• Table 2-5: 15- To 24-Year-Olds As Percent Of Total Population, 1990, 2000, 2001
  
• Underlying Demographic Trends Will Boost Youth Population Growth
  
• Table 2-6: Youth As Percent Of Total Population By Age Group,
  
• 1990 Vs. 2000
  
• Table 2-7: Birth Cohorts Of Youth Population By Single Year Of Age, 2002 Vs. 2007
  
• Youth Population Will Grow At Above-Average Rate
  
• Table 2-8: Projected Growth Of U.S. And Youth Populations, 2002-2007
  
• Table 2-9: Projected Growth Of Youth Population By Age Segment,
  2002-2007

Geographic Distribution

• Youth Population More Concentrated Than General Population
  
• Table 2-10: Ranking Of States By Population Of 15- To 24-Year-Olds Vs. Total Population, 2000
  
• Table 2-11: Population Of 15- To 24-Year-Olds By Region, 2000
  
• New York Metro Area Has Largest Youth Population
  
• Table 2-12: Metropolitan Areas By Population Of 15- To 24-Year-Olds

Race And Hispanic Origin

• Youth Population Highly Diverse
  
• Table 2-13: Race And Hispanic Origin, 15- To 24-Year-Olds Vs. Rest Of U.S. Population, 2001
  
• Table 2-14: Number Of 15- To 24-Year-Olds By Gender, Race, And Hispanic Origin, 2000
  
• Many 20- To 24-Year-Olds Born In Other Countries
  
• Table 2-15: Percent Of Foreign-Born 15- To 24-Year-Olds By Age Group,
  
• 2000
  
• Table 2-16: World Region Of Birth Of Foreign-Born 15- To 24-Year-Olds,
  
• 2002
  
• Youth Population Will Continue To Diversify
  
• Table 2-17: Growth Of The 15- To 24-Year-Old Population, Hispanics Vs. Other Population Groups, 1990-2001
  
  
  
• Figure 2-1 Hispanic And Non-Hispanic Shares Of Growth In The Population Of 15- To 24- Year-Olds, 1990-2000
  
• Table 2-18: Projected Number Of 15- To 24-Year-Olds By Race And Hispanic Origin, 2000 Vs. 2007

Family Structure And Living Arrangements

• Few Older Teens Live Independently
  
• Table 2-19: Living Arrangements Of 15- To 17-Year-Olds
  
• Majority Of 18- To 24-Year-0lds Still Live With Parents
  
• Table 2-20: Living Arrangements Of 18- To 24-Year-Olds, By Age Group,
  2001
  
• Many Young Women Marry Early
  
• Table 2-21: Marital Status Of 15- To 24-Year-Olds By Age Group, 2000
  
• Table 2-22: Marital Status Of 15- To 24-Year-Old Males By Age Group,
  2000
  
• Table 2-23: Marital Status Of 15- To 24-Year-Old Females By Age Group,
  2000
  
• One In Five Young Women Has Had Children
  
• Table 2-24: Number Of 15- To 24-Year-Old Women Who Have Ever Had A Child, By Marital Status, 2000
  
• Table 2-25: Percent Of 15- To 24-Year-Old Women Who Have Ever Had A Child, By Race And Hispanic Origin, 2000

Income

• Reported Aggregate Income Of Youth Population Exceeds $350 Billion
  
• Table 2-26: Aggregate Money Income Of 15- To 24-Year-Olds, By Age Group And Gender, 2001
  
• Table 2-27: Distribution Of Money Income Of 15- To 24-Year-Olds With Earnings, By Gender And Age Group, 2001
  
• Official Census Data Likely To Underreport Youth Income
  
• Nearly 8 Million Work Full-Time
  
• Table 2-28: Money Income Of 18- To 24-Year-Olds, By Work Experience, Race, And Hispanic Origin, 2001
  
• Table 2-29: Aggregate Money Income Of 18- To 24-Year-Old Males, By Work Experience, Race, And Hispanic Origin, 2001
  
• Table 2-30: Aggregate Money Income Of 18- To 24-Year-Old Females, By Work Experience, Race, And Hispanic Origin, 2001
  
• Black Youths Have More Economic Power Than Older Counterparts
  
• Table 2-31: Mean Income Of 18- To 64-Year-Olds, Blacks Vs. Non-Hispanic Whites, By Age Group And Work Experience, 2001
  
• Table 2-32: Mean Income Of 18- To 64-Year-Old Males, Blacks Vs. Non-Hispanic Whites, By Age Group And Work Experience, 2001
  
• Young College Graduates Working Full-Time Earn Average Of
  Nearly $38,000
  
• Table 2-33: Mean Income Of 18- To 24-Year-Olds With Earnings, By Educational Attainment And Work Experience, 2001
  
• Female College Graduates Wield Significant Economic Influence
  
• Table 2-34: Mean Income Of 18- To 24-Year-Old Males With Earnings, By Educational Attainment And Work Experience, 2001
  
  
  
  
• Table 2-35: Mean Income Of 18- To 24-Year-Old Females With Earnings, By Educational Attainment And Work Experience, 2001
  
• Figure 2-2: Aggregate Income Of 18- To 24-Year-Old College Graduates Working Full-Time, Year-Round, By Gender

School Enrollment And Employment

• Paths Diverge At Age Of 18
  
• Table 2-36: Grade Of Enrollment Of 15- To 24-Year-Olds By Single Year Of Age, October 2000
  
• College Enrollment Begins To Decline At Age 20
  
• Table 2-37: School Enrollment Of 15- To 24-Year-Olds By Age Group, Full-Time Vs. Part- Time, October 2000
  
• 4-Year Institutions Recruit 70% Of Students
  
• Table 2-38: 18- To 24-Year-Old College Students, 4-Year Vs. 2-Year Institutions, October 2000
  
• Table 2-39: College Enrollment Of 18- To 24-Year-Olds, By Attendance Status And Type Of Institution
  
• Youth Employment Affected By Seasonal Forces
  
• Table 2-40: Employment Status Of 18- To 24-Year-Olds, April-July 2002
  
• School Enrollment Key Factor In Youth Employment
  
• Table 2-41: Labor Force Status Of 16- To 24-Year-Olds Enrolled In School, October 200
  
• Table 2-42: Labor Force Status Of 16- To 24-Year-Olds Not Enrolled In School, October 2001
  
• Educational Achievement Drives Employment
  
• Table 2-43: Labor Force Status Of 16- To 24-Year-Olds Not Enrolled In School, By Educational Achievement And Gender, October 2001

Indicators Of Well-Being

• Youth Least Likely To Have Health Insurance
  
• Table 2-44: Health Insurance Coverage By Age Group, 2001
  
• Youth Less Physically Active Than Older People
  
• Table 2-45: Percent Of U.S. Adults Engaging In Leisure-Time Physical Activity, By Age Group And Gender, 2000
  
• Overweight Still Less Common
  
• Table 2-46: Percent Of U.S. Adults Who Were Overweight And Percent Who Were Obese, By Age Group, 1999
  
• Risk Behaviors Peak
  
• Table 2-47: Drug Use By Type Of Drug And Age Group, 2000

Attitudes And Activities

• Survey Finds Youth Generally Optimistic
  
• Young People Hard To Label
  
• Table 2-48: Political Outlook Of 18- To 24-Year-Olds, By Gender
  
• Table 2-49: Selected Values Of 18- To 24-Year-Olds, By Gender
  
• Political Participation Of Youth Reaches Historically Low Level
  
• Figure 2-3: Percent Of Population Voting In Presidential Elections 1964-2000, 18- To 24-Year-Olds Vs. All U.S. Adults
  
• Table 2-50: Participation In November 2000 Election, By Age Group
  
  
  
• Political Influence Of Youth Below Average
  
• Table 2-51: Number Of Voters In November 2000 Election, By Age Group
  
• Immigration Affects Political Participation Of Youth
  
• Table 2-52: Participation By 18- To 24-Year-Olds In November 2000 Election: By Race And Hispanic Origin

Chapter 3: Size And Growth Of The Market

Expenditures By 15- To 24-Year-Olds

• Expenditures Exceed Reported Income For Lower-Income Consumers
  
• Under-25 Households Spend More Than Their Income
  
• Table 3-1: Expenditures Of Under-25 Consumer Units As Percentage Of Income Before Taxes, 2000-2001
  
• Table 3-2: Expenditures Of Under-25 Consumers As Percent Of Before-Tax Income, By Age Group, 2000-2001
  
• Expenditures Of Individual Youths Likely To Exceed Reported Income Levels
  
• Youth Market Tops $460 Billion
  
• Table 3-3: Expenditures Of 15- To 24-Year-Olds By Age Group, 2002
  
• Table 3-4: Expenditures Of 15- To 24-Year-Olds By Gender, 2002

Family Expenditures On 15- To 17-Year-Olds

• Older Teens Generate Significant Family Expenditures
  
• Table 3-5: Estimated Annual Expenditures By Two-Child, Husband-Wife Families On 15- To17-Year-Olds For Selected Consumer Products,
  
• By Age Group And Family Income Level, 2001
  
• Parents Spend $54 Billion On 15- To 17-Year-Olds
  
• Table 3-6: Aggregate Annual Family Expenditures On 15-To 17-Year-Olds For Selected Consumer Products, 2001

Industry Segments

• Under-25 Households Spend $35 Billion On Food And Beverages
  
• Table 3-7: Aggregate Annual Expenditures By Under-25 Consumer Units For Food And Beverages, 2001
  
• Under-25 Consumers Represent Significant Share Of Market For Household Furnishings And Equipment
  
• Table 3-8: Aggregate Annual Expenditures By Under-25 Consumer Units For Household Furnishings And Equipment, 2001
  
• Young Households Spend More Than $10 Billion On Apparel
  
• Table 3-9: Aggregate Annual Expenditures By Under-25 Consumer Units For Apparel, 2001
  
• Automotive Industry Gains Nearly $40 Billion From Young Households
  
• Table 3-10: Aggregate Annual Expenditures By Under-25 Consumer Units For Vehicle Purchases And Related Expenses, 2001
  
• Entertainment Spending Nears $10 Billion
  
• Table 3-11: Aggregate Annual Expenditures By Under-25 Consumer Units For Entertainment, 2001
  
• Spending On Personal-Care Products Reaches $2.6 Billion
  
• Table 3-12: Aggregate Annual Expenditures By Under-25 Consumers For Personal-Care Products And Services, Reading Materials, And Education, 2001
  

Growth Of The Youth Market

• Younger Segment Will Grow Faster
  
• Table 3-13: Projected Growth In Expenditures By 15- To 17-Year-Olds, 2002-2007
  
• Table 3-14: Projected Growth In Buying Power Of 18- To 24-Year-Olds, 2002-2007
  
• Total Spending In Youth Market Will Approach $550 Billion
  
• Table 3-15: Projected Growth In Buying Power Of 15- To 24-Year-Olds, 2002-2007
  
• Expenditures By Young Men Will Near $300 Billion
  
• Table 3-16: Projected Growth In Buying Power Of 15- To 24-Year-Old Men, 2002-2007
  
• Table 3-17: Projected Growth In Buying Power Of 15- To 24-Year-Old Women, 2002-2007

Chapter 4: Consumer Behavior

Profile Of Under-25 Consumer Units

• Consumer Units Defined
  
• Under-25 Consumer Units Have Distinct Characteristics
  
• Table 4-1: Characteristics Of Consumer Units: Under-25 Consumer Units Vs. All Consumer Units, 2000-2001

Shopping Behavior And Consumer Attitudes

• Young People Enjoy Shopping
  
• Table 4-2: Young Consumers’ Attitudes Toward The Importance Of Shopping,
  
• By Gender
  
• Young Shoppers Less Driven By Bargains
  
• Table 4-3: Price Sensitivity Of Young Consumers, By Gender
  
• Brand Loyalty Lower
  
• Table 4-4: Brand Loyalty Of Young Consumers, By Gender
  
• Shopping Viewed As A Social Experience
  
• Table 4-5: Attitudes Toward Shopping As A Social Experience, By Gender
  
• Young Shoppers More Willing To Try New Stores
  
• Table 4-6: Young Consumers’ Criteria For Selecting Stores, By Gender
  
• Browsing More Common
  
• Table 4-7: In-Store Shopping Behavior Of Young Consumers, By Gender

Consumer Profile: Apparel

• Young Consumers Spend Most On Apparel
  
• Table 4-8: Annual Expenditures By Under-25 Consumers For Apparel And Services By Percent Of Total Expenditures, By Age Group, 2001
  
• Table 4-9: Average Expenditures By Single Men And Women On Clothing For Themselves And Footwear As Percent Of Total Annual Consumer Expenditures, By Age Group, 2001
  
• Youth Driven By Fashion
  
• Table 4-10: Young Consumers’ Attitudes Toward Fashion And Style,
  By Gender
  
• Young Women More Conscious Of Apparel Brands
  
  
  
  
• Table 4-11: Young Consumers’ Attitudes Toward Apparel Brands,
  
• By Gender
  
• Top Retail Outlets Listed
  
• Table 4-12: Discount/Department/Clothing Stores Preferred By 18- To 24-Year-Olds, By Gender

Consumer Profile: Automotive

• Under-25 Male Consumers Spend More On Their Cars
  
• Table 4-13: Annual Expenditures By Under-25 Consumers For Vehicle Purchases And Related Expenses As Percent Of Total Expenditures,
  2001
  
• Young Drivers Invest More Of Their Identity In Cars
  
• Table 4-14: Young Consumers’ Attitudes Toward Automobiles, By Gender
  
• Looks Matter Most To Young Car Buyers
  
• Table 4-15: Young Consumers’ Attitudes Toward Automobile Features, By Gender
  
• Foreign Cars Seen As More Prestigious
  
• Table 4-16: Young Consumers’ Attitudes Toward Foreign And Domestic Automobiles, By Gender
  
• Young Auto Buyers Would Like New Cars But Buy Used Vehicles
  
• Table 4-17: Young Consumers’ Attitudes Toward New And Used Automobiles, By Gender
  
• Table 4-18: Next Vehicle Purchase Planned By Young Consumers,
  By Gender
  
• Compact Cars More Popular
  Table 4-19: Type Of Vehicle Most Recently Acquired By Young Consumers,
  By Gender
  
• Auto Zone Gets Nod From 18- To 24-Year-Olds
  
• Table 4-20: Automotive Retail Stores Frequented By Young Consumers,
  By Gender

Consumer Profile: Food And Beverages

• Young Consumers Spend More On Restaurant Meals
  
• Table 4-21: Annual Expenditures By Under-25 Consumer Units For Food And Beverages: By Amount And As Percent Of Total Consumer Expenditures, 2001
  
• Leading Beer Brands Listed
  
• Table 4-22: Use Of Beer By Young Consumers, By Gender And
  Leading Brands
  
• Young Women Prefer Wine Coolers
  
• Table 4-23: Use Of Wine By Young Consumers, By Gender
  
• Generational Differences Shown In Choice Of Spirits
  
• Table 4-24: Use Of Spirits By Young Consumers, By Gender And Leading Brands
  
• Gatorade Leads Active Drinks Category
  
• Table 4-25: Use Of Non-Carbonated Soft Drinks By Young Consumers,
  By Gender
  
• Non-Cola Drinks Fare Better Among 18- To 24-Year-Olds
  
  
  
• Table 4-26: Use Of Carbonated Soft Drinks By Young Consumers,
  
• By Gender

Consumer Profile: Entertainment And Consumer Electronics

• Young Men Spend On Entertainment
  
• Table 4-27: Annual Expenditures By Under-25 Consumers For Entertainment, 2001
  
• Electronics Equipment High Priority For Young Male Consumers
  
• Table 4-28: Attitudes Of 18- To 24-Year-Olds Toward Consumer Electronics,
  By Gender

Consumer Profile: Financial Services

• Young Consumers Insecure About Personal Finances
  
• Table 4-29: Attitudes Of 18- To 24-Year-Olds Toward Personal Financial Management, By Gender
  
• Visa Top Credit Card Brand
  
• Table 4-30: Types Of Credit Cards Used By 18- To 24-Year-Olds

Consumer Profile: Health And Beauty Aids

• Hair-Care Products Usage Differs
  
• Table 4-31: Use Of Hair-Care Products By 18- To 24-Year-Olds,
  By Gender
  
• Facial Cleansing Products Get Heavy Use
  
• Table 4-32: Use Of Personal-Care Products By 18- To 24-Year-Olds,
  By Gender
  
• Eye Make-Up More Popular Among Young Women
  
• Table 4-33: Use Of Cosmetics By 18- To 24-Year-Old Women

Consumer Profile: Household Furnishings

• Young Consumers Buy Furniture
  
• Table 4-34: Annual Expenditures By Under-25 Consumer Units For Housekeeping Supplies And Household Furnishings And Equipment,
  
• By Amount And As Percent Of Total Consumer Expenditures, 2001
  
• Young Women Interested In Creating Own Homes
  
• Table 4-35: Attitudes Toward Home Of 18- To 24-Year-Olds, By Gender
  
• Most 18- To 24-Year-Olds Buy Household Furnishings
  
• Table 4-36: Furniture Purchases By 18- To 24-Year-Olds, By Gender
  
• Bedding And Linens High Priority
  
• Table 4-37: Bedding, Bath, And Linen Purchases By 18- To 24-Year-Olds,
  By Gender

Consumer Profile: Restaurants

• Fast Food Restaurants Visited More Often
  
• Table 4-38: Fast Food Restaurants Visited Most Frequently By 18- To 24-Year-Olds, By Gender
  
• Applebee’s Attracts Young Consumers
  
• Table 4-39: Family Restaurants & Steak Houses Visited Most Frequently By Young Consumers, By Gender

Consumer Profile: Youth And The Internet

• Internet Changes Lifestyles Of Youth
  
• Table 4-40: Impact Of Internet On Youth Lifestyles, By Gender
  
  
  
• Heavy Internet Usage More Common
  
• Table 4-41 Use Of Internet By 18- To 24-Year-Olds, By Gender
  
• Socializing Most Common Use Of Internet
  
• Table 4-42: Online Activities Of 18- To 24-Year-Olds, By Gender
  
• Young Women Turn To Online Shopping
  
• Table 4-43: Internet Orders By 18- To 24-Year-Olds In Last 12 Months,
  
• By Item And Amount Of Purchases

Chapter 5: Media

Print

• Magazines Preferred To Newspapers
  
• Table 5-1: Young Consumers’ Attitudes Toward Print Media, By Gender
  
• Automotive Magazines Popular With Young Men
  
• Table 5-2: Magazines Popular With 18- To 24-Year-Old Men
  
• Top Magazines For Young Women Include Family And Fashion Titles
  
• Table 5-3: Magazines Popular With 18- To 24-Year-Old Women
  
• Newspapers Try To Attract Younger Readers

Television And Radio

• Young People Less Focused On Television
  
• Table 5-4: Attitudes Of Youth Toward Television, By Gender
  
• Favorite Cable TV Networks Highlighted
  
• Table 5-5: Cable TV Services Popular With 18- To 24-Year-Olds
  
• Animation Shows Leading Primetime Choice
  
• Table 5-6: Types Of Primetime TV Shows Popular With 18- To 24-
  Year-Olds
  
• Fox, UPN, And WB Lead Broadcast Networks
  
• Table 5-7: Broadcast Network Viewing By 18- To 24-Year-Olds
  
• New Cable Networks Target Youth
  
• Radio More Likely Seen As Main Source Of Entertainment
  
• Table 5-8: Attitudes Of Youth Toward Radio, By Gender
  
• Top Radio Formats Highlighted
  
• Table 5-9: Radio Formats Popular With 18- To 24-Year-Olds

New Media

• Internet Has Major Impact On Media Usage
  
• Table 5-10: Impact Of Internet On Youth Media Usage, By Gender
  
• Online Media Gain Favor
  
• Table 5-11: Use Of Online Media By 18- To 24-Year-Olds, By Gender

Chapter 6: Marketing And Advertising Strategies

Marketing Approaches

• “Cool Trackers” Part Of Many Youth Marketing Strategies
  
• Guerrilla Tactics Often Included In Youth Marketing
  
• Reebok Tries “Head Advertising™”
  
• Event Sponsorships Important
  
• Youth Marketers Affiliate With Action Sports To Reach Young Men
  
• Integrated Marketing Programs Standard
  
• Calvin Klein Product Launch Pulls Out All Stops
  
  
  
• Marketers See Opportunities In High Schools
  
• Pringles Partners With Video Game Network

Advertising Strategies

• Young Consumers Less Negative About Advertising
  
• Table 6-1: Attitudes Of 18- To 24-Year-Olds Toward Advertising,
  By Gender
  
• Table 6-2: Attitudes Of 18- To 24-Year-Olds Toward Television Ads,
  By Gender
  
• Young Women Enjoy Magazine Ads
  
• Table 6-3: Attitudes Of 18- To 24-Year-Olds Toward Print Advertising,
  By Gender
  
• Print Ads Push Technical Envelope To Capture Attention Of Jaded Young Readers

Food And Beverage Case Studies

• Coca-Cola And Pepsico Seek Younger Audience
  
• Sobe Reaches Young Males Through Action Sports

Health And Beauty Aids Case Studies

• Unilever And Procter & Gamble Compete For Young Male Market
  
• Chanel Reaches Out To Young Women With New Fragrance

Automotive Case Studies

• Automakers Focus On Youth Market
  
• Toyota Goes After Young Buyers With Scion
  
• Honda Depends On Element To Capture Young Drivers
  
• Pioneer Electronics Targets Young Car Enthusiasts

Chapter 7: The College Segment

Overview

• College Segment Of Youth Market Defined
  
• Data Sources Reviewed

Demographic Profile

• College Campuses Experience Significant Demographic Change
  
• Most Full-Time College Students Are 18- To 24-Year-Olds
  
• Table 7-1: Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, By Age Group, 1999
  
• Most Youth In College Are Undergraduates
  
• Table 7-2: Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, By Age Group, 1999
  
• Women Now Predominate On College Campuses
  
• Table 7-3: Men And Women As Percent Of Full-Time Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, 1987-2007
  
• Figure 7-1: Growth In Full-Time Enrollment In Degree-Granting Institutions, 1987-2002, By Gender
  
• Gender Gap On Campus Product Of Long-Term Trend
  
• Figure 7-2: First-Time Freshmen Enrolled In Degree-Granting Institutions On Full-Time Basis, By Gender
  
• Campuses Become More Diverse
  
  
  
• Table 7-4: Full-Time Enrollment In Degree-Granting Institutions By 15- To 24-Year-Olds, By Race And Hispanic Origin, 2000
  
• Most College Students Found At Large Institutions

Economic Profile

• Many Full-Time Students Work
  
• More Students Rely On Outside Financial Aid
  
• Many Experts See Financial Problems Among College Students
  
• Full-Time College Students More Financially Confident Than
  Non-Students
  
• Table 7-5: Attitudes Toward Personal Financial Management Of 18- To 24-Year-Olds, Full- Time College Students Vs. Non-Students, By Gender
  
• Financial Profile Of College Students Stronger
  
• Table 7-6: Loans And Investments Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non-Students, By Gender
  
• Credit Card Usage High

Size And Growth Of The Market

• Spending Estimates Compared
  
• Full-Time College Enrollment Of 18- To 24-Year-Olds To Total 7.8 Million
  In 2007
  
• Table 7-7: Projected Growth In Full-Time Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, By Gender, 2002-2007
  
• College Discretionary Spending Will Reach $22 Billion
  
• Table 7-8: Projected Growth In Aggregate Discretionary Income Of 18- To 24-Year-Old Full-Time College Students, 2002-2007

Psychographic Profile

• College Students More Optimistic Than Other Youth
  
• Table 7-9: Attitudes Of 18- To 24-Year-Olds Toward Life, Full-Time College Students Vs. Non-Students, By Gender
  
• Students More Conservative And Politically Engaged
  
• Table 7-10: Political Outlook Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non-Students, By Gender
  
• Table 7-11: Party Affiliation Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non- Students, By Gender

Consumer Profile

• Brand Loyalty Lower
  
• Table 7-12: Brand Loyalty Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non- Students, By Gender
  
• Peers And Parents Influence Brand Choices
  
• College Women Have Conservative View Of Fashion
  
• Table 7-13: Attitudes Of College Students Toward Fashion And Style,
  By Gender
  
• College Students Aspire To Eat Healthful Foods
  
• Table 7-14: Attitudes Of 18- To 24-Year-Olds Toward Diet And Nutrition,
  
• Full-Time Students Vs. Non-Students, By Gender
  
• New Food Products Get Attention On Campus
  
• Table 7-15: Attitudes Of 18- To 24-Year-Olds Toward Food Products, Full-Time Students Vs. Non-Students, By Gender
  
  
  
• Students Favor Salty Snacks
  
• Bottled Water A Student Favorite
  Table 7-16: Use Of Non-Carbonated Soft Drinks, Full-Time College Students
  
• Vs. Non- Students, By Gender
  
• Diet Cola Drinks Preferred
  
• Table 7-17: Use Of Carbonated Soft Drinks, Full-Time College Students Vs.
  
• Non-Students, By Gender
  
• Fast Food Popular
  
• Table 7-18: Fast Food Restaurants Visited Most Frequently, Full-Time
  
• College Students Vs Non-Students, By Gender
  
• Usage Of Personal-Care Products Differs
  
• Table 7-19: Use Of Hair-Care Products, Full-Time College Students Vs.
  
• Non-Students, By Gender
  
• Table 7-20: Use Of Personal-Care Products, Full-Time College Students Vs. Non-Students, By Gender
  
• Students Major Buyers Of Bedding And Linens
  
• Table 7-21: Bedding, Bath, And Linen Purchases , Full-Time College Students Vs. Non-Students
  
• College Students Heavy PC Users
  
• Table 7-22: Ownership And Use Of Personal Computers, Full-Time College Students Vs. Non-Students, By Gender
  
• Internet Transforms Campus Life
  
• Table 7-23: Impact Of Internet On Lifestyles Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non-Students, By Gender
  
• Internet Begins To Crowd Out Other On-Campus Activities
  
• Table 7-24: Use Of Online Services, Full-Time College Students Vs.
  
• Non-Students, By Gender
  
• Internet Used As Medium For Socializing
  
• Table 7-25: Online Activities, Full-Time College Students Vs. Non-Students,
  By Gender
  
• Students Take To E-Commerce
  
• Table 7-26: Internet Orders In Last 12 Months, Full-Time College Students Vs. Non-Students

Media

• Internet Has Major Impact On Media Usage Habits Of College Students
  
• Table 7-27: Impact Of Internet On Media Usage, Full-Time College Students Vs. Non- Students, By Gender
  
• Online Media More Popular
  
• Table 7-28: Use Of Online Media, Full-Time College Students Vs. Non-Students, By Gender
  
• College Students Migrate To Same Web Sites As General Population
  
• Male Students Read Different Magazines
  
• Table 7-29: Magazines Popular With College Men
  
• Magazine Choices Reflect Life Stage Of College Women
  
• Table 7-30: Magazines Popular With College Women
  
• Campus Newspapers Remain Influential But Readership Declines
  
• Niche Networks Target College Campuses

Marketing Strategies

• Wide Array Of Marketing Tools Used In College Segment
  
• Target And Bed Bath & Beyond Court College Students
  
• Ford Targets College Market
  
• Citibank Offers Special Services For College Students
  
• Sony Ericsson Spreads The Word On College Campuses
  
• Food Service Companies Respond To Changing Tastes Of College Students

Chapter 8 : The Urban Youth Segment

Evolution And Impact Of Urban Youth Culture

• Urban Youth Driven By Hip-Hop Culture
  
• Hip Hop Began On The Streets Of New York
  
• Hip Hop Became A Powerful Economic Force
  
• Definition Of Urban Youth Market Elusive
  
• Urban Youth Market Driven By Attitudes, Not Race
  
• Economic And Cultural Influence Of Urban Youth Extends Into General Market And Mainstream Culture

Major Urban Youth Markets

• Major Youth Markets Have Multicultural Profile
  
• Table 8-1: Metropolitan Areas By Population Of Multicultural 15- To 24-
  
• Year-Olds
  
• Demographic Profiles Of Major Youth Markets Vary
  
• Table 8-2: Diverse Urban Youth Markets
  
• Table 8-3: Predominately Hispanic Urban Youth Markets
  
• Table 8-4: Predominately African American Urban Youth Markets

Size And Growth Of Urban Youth Market Segment

• Assumptions Reviewed
  
• Urban Youth Market Will Grow Faster Than Youth Market As A Whole
  
• Table 8-5: Projected Number Of 15- To 24-Year-Olds By Race And Hispanic Origin In 15 Key Urban Areas, 2000 Vs. 2007
  
• Core Of Urban Youth Market To Grow 27% By 2007
  
• Table 8-6: Projected Growth In Buying Power Of 15- To 24-Year-Olds In 15 Key Urban Areas, 2002-2007

Young Urban Consumer Profile

• Methodology Of Urban Youth Consumer Data Analyzed
  
• Young Urban Males Enjoy Life
  
• Table 8-7: Attitudes Of Urban Youth Toward Life, By Gender
  
• Urban Youth More Likely To Attend Live Entertainment Events
  
• Table 8-8 Attendance Of Urban Youth At Live Entertainment Events,
  By Gender
  
• Young Urban Males Attuned To Fashion
  
• Table 8-9: Profile Of Young Urban Apparel Shoppers
  
• Table 8-10: Urban Youth Attitudes Toward Fashion And Style, By Gender
  
• Apparel Brands Connect With Young Urban Men
  
• Table 8-11: Urban Youth Attitudes Toward Apparel Brands, By Gender
  
• Soft Drink Tastes Differ
  
  
  
  
• Table 8-12: Use Of Non-Carbonated Soft Drinks By Urban Youth,
  By Gender
  
• Table 8-13: Use Of Carbonated Soft Drinks By Urban Youth, By Gender
  
• Light Beers Lose Out Among Urban Youth
  
• Table 8-14: Use Of Beer By Young Urban Consumers, By Gender
  
• Use Of Wine And Spirits More Common
  
• Table 8-15: Use Of Wine And Spirits By Young Urban Consumers
  
• Distinct Pattern In Use Of Hair-Care And Skin-Care Products
  
• Table 8-16: Use Of Hair-Care Products By Young Urban Consumers,
  By Gender
  
• Table 8-17: Use Of Personal-Care Products By Young Urban Consumers,
  By Gender
  
• Cell Phones And Pagers Key Part Of Urban Youth Culture
  
• Table 8-18: Ownership And Use Of Cell Phones And Pagers
  
• By Urban Youth, By Gender
  
• Some Fast Food Chains Fare Better With Urban Youth
  
• Table 8-19: Fast Food Restaurants Visited Most Frequently By Young Urban Consumers, By Gender
  
• Pcs Common In Homes Of Urban Youth
  
• Table 8-20: Ownership And Use Of Pcs By Urban Youth, By Gender
  
• Lives Of Young Urban Consumers More Affected By Internet
  
• Table 8-21: Impact Of Internet On Lifestyles Of Young Urban Consumers,
  By Gender
  
• Young Urban Males Heavy Users Of Internet
  
• Table 8-22: Use Of Internet By Young Urban Consumers, By Gender
  
• Young Urban Consumers Shop Online
  
• Table 8-23: Internet Orders In Last 12 Months By Young Urban
  Consumers

Media

• Magazines Valued More Highly
  
• Table 8-24: Attitudes Of Urban Youth Toward Magazines, By Gender
  
• Urban Youth Choose Different Magazines
  
• Table 8-25: Magazines Popular With Young Urban Women
  
• Table 8-26: Magazines Popular With Young Urban Men
  
• Pioneering Urban Magazine Titles Continue To Thrive
  
• Young Urban Male Segment Seen As Publishing Opportunity
  
• Movie Channels Get Nod
  
• Table 8-27: Cable TV Services Popular With Urban Youth
  
• UPN Airs Hip-Hop Drama
  
• Hip Hop Changes Urban Radio Formats
  
• Internet Affects Media Usage
  
• Table 8-28: Impact Of Internet On Media Usage Of Urban Youth,
  By Gender

Marketing And Advertising Strategies

• Product References In Rap Lyrics Show Power Of Hip Hop
  
• Snack Food Company Caters To Urban Youth
  
• Hawaiian Punch Organizes Urban Tour
  
• Reebok Teams With Hip-Hop Stars
  

Chapter 9: Trends And Opportunities

Key Trends In The Youth Market

• Diversity Of Youth Culture Tests Marketers’ Savvy
  
• Youth Subcultures Converge And Cross Over
  
• Youth Population Harbinger Of “Post-Ethnic America”
  
• Many Young Consumers Reject In-Your-Face Marketing
  
• New College Grads Most Affected By Post-Bubble Economy
  
• Higher Debt Burden May Affect Spending Power Of College Grads
  
• Extended Adolescence And Delayed Adulthood Now Common
  
• More Young People Return To The Parental Nest And Gain Buying Power
  
• Cell Phones Begin To Compete With Sneakers

Strategic Opportunities For Marketers

• The High School Crowd Merits Attention
  
• Working Youths Spend More Than $150 Billion Annually
  
• Efforts To Build Brand Loyalty With College Students Can Pay Off With College Grads
  
• Urban Youth Segment Is Major Economic Force
  
• Young Women Represent Untapped Market
  
• Today’s Young Men More Fashion-Conscious Than Their Fathers

Appendix: Addresses Of Youth Market Resources

• Advertising/Marketing/Market Research
  
• Publications
  
• Other Media

Abstract

With purchasing power exceeding $350 billion, 15- to 24-year-olds present a marketing target that is both tantalizing and confusing. Youths in the 15- to 24-year-old age group can be found following diverse paths as they make the transition from high school to young adulthood. While a substantial minority are full-time students, others are working full-time at relatively high-paying jobs. While one in three 18- to 24-year-old females are married and one in five are raising children, more than half of their male counterparts are still living with their parents. Moreover, the youth population is marked by a bewildering array of subcultures ranging from hip-hop to extreme sports.

Report Methodology
The information in The U.S. Youth Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in youth marketing research, as well as companies that market products specifically for young adults (e.g., apparel, automobiles, food and beverage). Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written 17 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
The U.S. Youth Market is a pioneering look at the wildly diverse market represented by 15- to 24-year-old Americans. With this report you will discover how successful marketers learn to tackle the myriad subcultures, from high school and college students to young homemakers, “average” young guys and urban youth. Understand how the hip-hop and extreme sports cultures are crossing over and driving the mainstream youth market. Find out whether young consumers are spending more on technology and less on traditional products such as apparel and footwear. Discover what the accelerating return of twenty-somethings to the parental nest means for marketers.

The report addresses the following segments:

• Demographic Overview (including market definition, educational achievement, economic status and, health issues)
• Size and Growth of the Market
• Consumer Behavior
• Media (including print, broadcast and Internet usage)
• Case Studies (of companies marketing to the youth market)
• The College Segment
• The Urban Youth Segment
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report If your company is already competing in the youth market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for products targeting young Americans, as well as market growth and trends through 2007. Contributing to that understanding will be a complete analysis of youth-related data from published and trade sources, a detailed discussion of the youth market based on Simmons data, and in-depth case studies of companies that are targeting young Americans, with an examination of marketing, advertising and promotional strategies.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for youth-oriented products
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting young Americans.
• Advertising agencies working with clients in the industries chasing the young adult to help understand the product buyer to develop messages and images that compel youth to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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