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

This new Packaged Facts report offers a comprehensive analysis of the youth market, which is comprised of more than 40 million consumers in the 15- to 24-year-old age group. The report provides an in-depth demographic profile of the youth population and includes forecasts of the purchasing power of key segments of the youth market through 2007. Simmons Market Research Bureau and U.S. government consumer expenditures data are used to present a comprehensive assessment of the attitudes and buying patterns of young consumers. Media usage habits and media serving the youth market are discussed. Marketing, promotional, and advertising strategies are analyzed, and case studies of companies targeting the youth market are highlighted. The report identifies trends and opportunities that are vital to marketers seeking to capitalize on the youth market. Separate chapters are provided on the trendsetting urban youth segment and highly prized college segment.

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.


  • Executive Summary
    • Introduction
      • 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 Segment Is Major Economic Force
      • Young Women Represent Untapped Market
      • Today's Young Men More Fashion-Conscious Than Their Fathers
  • Demographic Overview
    • Size And Growth Of The Population
      • Population Data Sources Vary
      • Youth Population Tops 40 Million
        • Table Size Of Youth Population By Single Year Of Age, 2001 (In Thousands)
        • Table Population Of 15- To 24-Year-Olds By Age Group, 2002 (In Thousands)
      • Young Males Predominate
        • Table Population By Gender, 15- To 24-Year-Olds Vs. Other Age Groups, 2002 (In Thousands)
      • Youth Population Grew Slowly In 1990s
        • Table Size And Growth Of Population By Age Group, 1990 Vs. 2000 (In Thousands)
        • Table 15- To 24-Year-Olds As Percent Of Total Population, 1990, 2000, 2001 (In Thousands)
      • Underlying Demographic Trends Will Boost Youth Population Growth
        • Table Youth As Percent Of Total Population By Age Group, 1990 Vs. 2000 (In Thousands)
        • Table Birth Cohorts Of Youth Population By Single Year Of Age, 2002 Vs. 2007 (In Thousands)
      • Youth Population Will Grow At Above-Average Rate
        • Table Projected Growth Of U.S. And Youth Populations, 2002-2007 (In Thousands)
        • Table Projected Growth Of Youth Population By Age Segment, 2002-2007 (In Thousands)
    • Geographic Distribution
      • Youth Population More Concentrated Than General Population
        • Table Ranking Of States By Population Of 15- To 24-Year-Olds Vs. Total Population, 2000 (In Thousands) - Part 1
        • Table Ranking Of States By Population Of 15- To 24-Year-Olds Vs. Total Population, 2000 (In Thousands) - Part 2
        • Table Population Of 15- To 24-Year-Olds By Region, 2000 (In Thousands)
      • New York Metro Area Has Largest Youth Population
        • Table Metropolitan Areas By Population Of 15- To 24-Year-Olds - Part 1
        • Table Metropolitan Areas By Population Of 15- To 24-Year-Olds - Part 2
    • Race And Hispanic Origin
      • Youth Population Highly Diverse
        • Table Race And Hispanic Origin, 15- To 24-Year-Olds Vs. Rest Of U.S. Population, 2001 (In Thousands)
        • Table Number Of 15- To 24-Year-Olds By Gender, Race, And Hispanic Origin, 2000 (In Thousands)
      • Many 20- To 24-Year-Olds Born In Other Countries
        • Table Percent Of Foreign-Born 15- To 24-Year-Olds By Age Group, 2000 (In Thousands)
        • Table World Region Of Birth Of Foreign-Born 15- To 24-Year-Olds, 2002 (In Thousands)
      • Youth Population Will Continue To Diversify
        • Table Growth Of The 15- To 24-Year-Old Population, Hispanics Vs. Other Population Groups, 1990-2001 (In Thousands)
        • Table Projected Number Of 15- To 24-Year-Olds By Race And Hispanic Origin, 2000 Vs. 2007 (In Thousands)
    • Family Structure And Living Arrangements
      • Few Older Teens Live Independently
        • Table Living Arrangements Of 15- To 17-Year-Olds (In Thousands)
      • Majority Of 18- To 24-Year-0Lds Still Live With Parents
        • Table Living Arrangements Of 18- To 24-Year-Olds, By Age Group, 2001 (In Thousands)
      • Many Young Women Marry Early
        • Table Marital Status Of 15- To 24-Year-Olds By Age Group, 2000 (In Thousands)
        • Table Marital Status Of 15- To 24-Year-Old Males By Age Group, 2000 (In Thousands)
        • Table Marital Status Of 15- To 24-Year-Old Females By Age Group, 2000 (In Thousands)
      • One In Five Young Women Has Had Children
        • Table Number Of 15- To 24-Year-Old Women Who Have Ever Had a Child, By Marital Status, 2000 (In Thousands)
        • Table Percent Of 15- To 24-Year-Old Women Who Have Ever Had a Child, By Race And Hispanic Origin, 2000 (In Thousands)
    • Income
      • Reported Aggregate Income Of Youth Population Exceeds $350 Billion
        • Table Aggregate Money Income Of 15- To 24-Year-Olds, By Age Group And Gender, 2001
        • Table Distribution Of Money Income Of 15- To 24-Year-Olds With Earnings, By Gender And Age Group, 2001 (In Thousands)
      • Official Census Data Likely To Underreport Youth Income
      • Nearly 8 Million Work Full-Time
        • Table Money Income Of 18- To 24-Year-Olds, By Work Experience, Race, And Hispanic Origin, 2001
        • Table Aggregate Money Income Of 18- To 24-Year-Old Males, By Work Experience, Race, And Hispanic Origin, 2001 (In Thousands)
        • Table 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 Mean Income Of 18- To 64-Year-Olds, Blacks Vs. Non-Hispanic Whites, By Age Group And Work Experience, 2001
        • Table 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 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 Mean Income Of 18- To 24-Year-Old Males With Earnings, By Educational Attainment And Work Experience, 2001
        • Table Mean Income Of 18- To 24-Year-Old Females With Earnings, By Educational Attainment And Work Experience, 2001
    • School Enrollment And Employment
      • Paths Diverge At Age Of 18
        • Table Grade Of Enrollment Of 15- To 24-Year-Olds By Single Year Of Age, October 2000 (% Of Total Population Of Each Age Group)
      • College Enrollment Begins To Decline At Age 20
        • Table School Enrollment Of 15- To 24-Year-Olds By Age Group, Full-Time Vs. Part-Time, October 2000 (In Thousands)
      • Year Institutions Recruit 70% Of Students
        • Table 18- To 24-Year-Old College Students, 4-Year Vs. 2-Year Institutions, October 2000 (In Thousands)
        • Table College Enrollment Of 18- To 24-Year-Olds, By Attendance Status And Type Of Institution (In Thousands)
      • Youth Employment Affected By Seasonal Forces
        • Table Employment Status Of 18- To 24-Year-Olds, April-July 2002 (In Thousands)
      • School Enrollment Key Factor In Youth Employment
        • Table Labor Force Status Of 16- To 24-Year-Olds Enrolled In School, October 2001 (In Thousands)
        • Table Labor Force Status Of 16- To 24-Year-Olds Not Enrolled In School, October 2001 (In Thousands) - Part 1
        • Table Labor Force Status Of 16- To 24-Year-Olds Not Enrolled In School, October 2001 (In Thousands) - Part 2
      • Educational Achievement Drives Employment
        • Table Labor Force Status Of 16- To 24-Year-Olds Not Enrolled In School, By Educational Achievement And Gender, October 2001 (In Thousands)
    • Indicators Of Well-Being
      • Youth Least Likely To Have Health Insurance
        • Table Health Insurance Coverage By Age Group, 2001 (In Thousands)
      • Youth Less Physically Active Than Older People
        • Table Percent Of U.S. Adults Engaging In Leisure-Time Physical Activity, By Age Group And Gender, 2000 (In Thousands)
      • Overweight Still Less Common
        • Table Percent Of U.S. Adults Who Were Overweight And Percent Who Were Obese, By Age Group, 1999 (In Thousands)
      • Risk Behaviors Peak
        • Table Drug Use By Type Of Drug And Age Group, 2000 (In Thousands) - Part 1
        • Table Drug Use By Type Of Drug And Age Group, 2000 (In Thousands) - Part 2
    • Attitudes And Activities
      • Survey Finds Youth Generally Optimistic
      • Young People Hard To Label
        • Table Political Outlook Of 18- To 24-Year-Olds, By Gender
        • Table Selected Values Of 18- To 24-Year-Olds, By Gender - Part 1
        • Table Selected Values Of 18- To 24-Year-Olds, By Gender - Part 2
      • Political Participation Of Youth Reaches Historically Low Level
        • Table Participation In November 2000 Election, By Age Group
      • Political Influence Of Youth Below Average
        • Table Number Of Voters In November 2000 Election, By Age Group
      • Immigration Affects Political Participation Of Youth
        • Table Participation By 18- To 24-Year-Olds In November 2000 Election: By Race And Hispanic Origin
  • 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 Expenditures Of Under-25 Consumer Units As Percentage Of Income Before Taxes, 2000-2001
        • Table 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 Expenditures Of 15- To 24-Year-Olds By Age Group, 2002
        • Table 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 Estimated Annual Expenditures By Two-Child, Husband-Wife Families On 15- To 17-Year-Olds For Selected Consumer Products, By Age Group Family Income 2001
      • Parents Spend $54 Billion On 15- To 17-Year-Olds
        • Table 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 Aggregate Annual Expenditures By Under-25 Consumer Units For Food And Beverages, 2001 (In Millions) - Part 1
        • Table Aggregate Annual Expenditures By Under-25 Consumer Units For Food And Beverages, 2001 (In Millions) - Part 2
      • Under-25 Consumers Represent Significant Share Of Market For Household Furnishings And Equipment
        • Table Aggregate Annual Expenditures By Under-25 Consumer Units For Household Furnishings And Equipment, 2001 (In Millions)
      • Young Households Spend More Than $10 Billion On Apparel
        • Table Aggregate Annual Expenditures By Under-25 Consumer Units For Apparel, 2001 (In Millions) - Part 1
        • Table Aggregate Annual Expenditures By Under-25 Consumer Units For Apparel, 2001 (In Millions) - Part 2
      • Automotive Industry Gains Nearly $40 Billion From Young Households
        • Table Aggregate Annual Expenditures By Under-25 Consumer Units For Vehicle Purchases And Related Expenses, 2001 (In Millions)
      • Entertainment Spending Nears $10 Billion
        • Table Aggregate Annual Expenditures By Under-25 Consumer Units For Entertainment, 2001 (In Millions)
      • Spending On Personal-Care Products Reaches $2.6 Billion
        • Table Aggregate Annual Expenditures By Under-25 Consumers For Personal-Care Products And Services, Reading Materials, And Education, 2001 (In Millions)
    • Growth Of The Youth Market
      • Younger Segment Will Grow Faster
        • Table Projected Growth In Expenditures By 15- To 17-Year-Olds, 2002-2007
        • Table Projected Growth In Buying Power Of 18- To 24-Year-Olds, 2002-2007
      • Total Spending In Youth Market Will Approach $550 Billion
        • Table Projected Growth In Buying Power Of 15- To 24-Year-Olds, 2002-2007
      • Expenditures By Young Men Will Near $300 Billion
        • Table Projected Growth In Buying Power Of 15- To 24-Year-Old Men, 2002-2007
        • Table Projected Growth In Buying Power Of 15- To 24-Year-Old Women, 2002-2007
  • Consumer Behavior
    • Profile Of Under-25 Consumer Units
      • Consumer Units Defined
      • Under-25 Consumer Units Have Distinct Characteristics
        • Table Characteristics Of Consumer Units: Under-25 Consumer Units Vs. All Consumer Units, 2000-2001
    • Shopping Behavior And Consumer Attitudes
      • Young People Enjoy Shopping
        • Table Young Consumers' Attitudes Toward The Importance Of Shopping, By Gender
      • Young Shoppers Less Driven By Bargains
        • Table Price Sensitivity Of Young Consumers, By Gender
      • Brand Loyalty Lower
        • Table Brand Loyalty Of Young Consumers, By Gender
      • Shopping Viewed As a Social Experience
        • Table Attitudes Toward Shopping As a Social Experience, By Gender
      • Young Shoppers More Willing To Try New Stores
        • Table Young Consumers' Criteria For Selecting Stores, By Gender
      • Browsing More Common
        • Table In-Store Shopping Behavior Of Young Consumers, By Gender
    • Consumer Profile: Apparel
      • Young Consumers Spend Most On Apparel
        • Table Annual Expenditures By Under-25 Consumers For Apparel And Services By Percent Of Total Expenditures, By Age Group, 2001
        • Table 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 Young Consumers' Attitudes Toward Fashion And Style, By Gender - Part 1
        • Table Young Consumers' Attitudes Toward Fashion And Style, By Gender - Part 2
      • Young Women More Conscious Of Apparel Brands
        • Table Young Consumers' Attitudes Toward Apparel Brands, By Gender
      • Top Retail Outlets Listed
        • Table 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 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 Young Consumers' Attitudes Toward Automobiles, By Gender
      • Looks Matter Most To Young Car Buyers
        • Table Young Consumers' Attitudes Toward Automobile Features, By Gender
      • Foreign Cars Seen As More Prestigious
        • Table Young Consumers' Attitudes Toward Foreign And Domestic Automobiles, By Gender
      • Young Auto Buyers Would Like New Cars But Buy Used Vehicles
        • Table Young Consumers' Attitudes Toward New And Used Automobiles, By Gender
        • Table Next Vehicle Purchase Planned By Young Consumers, By Gender
      • Compact Cars More Popular
        • Table Type Of Vehicle Most Recently Acquired By Young Consumers, By Gender
      • Auto Zone Gets Nod From 18- To 24-Year-Olds
        • Table Automotive Retail Stores Frequented By Young Consumers, By Gender
    • Consumer Profile: Food And Beverages
      • Young Consumers Spend More On Restaurant Meals
        • Table Annual Expenditures By Under-25 Consumer Units For Food And Beverages: By Amount And As Percent Of Total Consumer Expenditures, 2001 - Part 1
        • Table Annual Expenditures By Under-25 Consumer Units For Food And Beverages: By Amount And As Percent Of Total Consumer Expenditures, 2001 - Part 2
      • Leading Beer Brands Listed
        • Table Use Of Beer By Young Consumers, By Gender And Leading Brands
      • Young Women Prefer Wine Coolers
        • Table Use Of Wine By Young Consumers, By Gender
      • Generational Differences Shown In Choice Of Spirits
        • Table Use Of Spirits By Young Consumers, By Gender And Leading Brands - Part 1
        • Table Use Of Spirits By Young Consumers, By Gender And Leading Brands - Part 2
      • Gatorade Leads Active Drinks Category
        • Table Use Of Non-Carbonated Soft Drinks By Young Consumers, By Gender
      • Non-Cola Drinks Fare Better Among 18- To 24-Year-Olds
        • Table Use Of Carbonated Soft Drinks By Young Consumers, By Gender - Part 1
        • Table Use Of Carbonated Soft Drinks By Young Consumers, By Gender - Part 2
    • Consumer Profile: Entertainment And Consumer Electronics
      • Young Men Spend On Entertainment
        • Table Annual Expenditures By Under-25 Consumers For Entertainment, 2001
      • Electronics Equipment High Priority For Young Male Consumers
        • Table Attitudes Of 18- To 24-Year-Olds Toward Consumer Electronics, By Gender
    • Consumer Profile: Financial Services
      • Young Consumers Insecure About Personal Finances
        • Table Attitudes Of 18- To 24-Year-Olds Toward Personal Financial Management, By Gender
      • Visa Top Credit Card Brand
        • Table Types Of Credit Cards Used By 18- To 24-Year-Olds
    • Consumer Profile: Health And Beauty Aids
      • Hair-Care Products Usage Differs
        • Table Use Of Hair-Care Products By 18- To 24-Year-Olds, By Gender
      • Facial Cleansing Products Get Heavy Use
        • Table Use Of Personal-Care Products By 18- To 24-Year-Olds, By Gender
      • Eye Make-Up More Popular Among Young Women
        • Table Use Of Cosmetics By 18- To 24-Year-Old Women
    • Consumer Profile: Household Furnishings
      • Young Consumers Buy Furniture
        • Table Annual Expenditures -25 Consumer Units For Housekeeping Supplies Household Furnishings And Equipment, By Amount As % Of Total Consumer Expenditures, 2001
      • Young Women Interested In Creating Own Homes
        • Table Attitudes Toward Home Of 18- To 24-Year-Olds, By Gender
      • Most 18- To 24-Year-Olds Buy Household Furnishings
        • Table Furniture Purchases By 18- To 24-Year-Olds, By Gender - Part 1
        • Table Furniture Purchases By 18- To 24-Year-Olds, By Gender - Part 2
      • Bedding And Linens High Priority
        • Table Bedding, Bath, And Linen Purchases By 18- To 24-Year-Olds, By Gender
    • Consumer Profile: Restaurants
      • Fast Food Restaurants Visited More Often
        • Table Fast Food Restaurants Visited Most Frequently By 18- To 24-Year-Olds, By Gender
      • Applebee's Attracts Young Consumers
        • Table Family Restaurants & Steak Houses Visited Most Frequently By Young Consumers, By Gender
    • Consumer Profile: Youth And The Internet
      • Internet Changes Lifestyles Of Youth
        • Table Impact Of Internet On Youth Lifestyles, By Gender
      • Heavy Internet Usage More Common
        • Table Use Of Internet By 18- To 24-Year-Olds, By Gender
      • Socializing Most Common Use Of Internet
        • Table Online Activities Of 18- To 24-Year-Olds, By Gender
      • Young Women Turn To Online Shopping
        • Table Internet Orders By 18- To 24-Year-Olds In Last 12 Months, By Item And Amount Of Purchases
  • Media
    • Print
      • Magazines Preferred To Newspapers
        • Table Young Consumers' Attitudes Toward Print Media, By Gender
      • Automotive Magazines Popular With Young Men
        • Table Magazines Popular With 18- To 24-Year-Old Men
      • Top Magazines For Young Women Include Family And Fashion Titles
        • Table 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 Attitudes Of Youth Toward Television, By Gender
      • Favorite Cable Tv Networks Highlighted
        • Table Cable Tv Services Popular With 18- To 24-Year-Olds
      • Animation Shows Leading Primetime Choice
        • Table Types Of Primetime Tv Shows Popular With 18- To 24-Year-Olds
      • Fox, Upn, And Wb Lead Broadcast Networks
        • Table Broadcast Network Viewing By 18- To 24-Year-Olds
      • New Cable Networks Target Youth
      • Radio More Likely Seen As Main Source Of Entertainment
        • Table Attitudes Of Youth Toward Radio, By Gender
      • Top Radio Formats Highlighted
        • Table Radio Formats Popular With 18- To 24-Year-Olds
    • New Media
      • Internet Has Major Impact On Media Usage
        • Table Impact Of Internet On Youth Media Usage, By Gender
      • Online Media Gain Favor
        • Table Use Of Online Media By 18- To 24-Year-Olds, By Gender
  • Marketing And Advertising Strategies
    • Marketing Approaches
      • "Cool Trackers" Part Of Many Youth Marketing Strategies
      • Guerrilla Tactics Often Included In Youth Marketing
      • Reebok Tries "Head Advertisingtm
      • 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 Attitudes Of 18- To 24-Year-Olds Toward Advertising, By Gender
        • Table Attitudes Of 18- To 24-Year-Olds Toward Television Ads, By Gender
      • Young Women Enjoy Magazine Ads
        • Table 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
  • 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 Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, By Age Group, 1999 (In Thousands)
      • Most Youth In College Are Undergraduates
        • Table Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, By Age Group, 1999 (In Thousands)
      • Women Now Predominate On College Campuses
        • Table Men And Women As Percent Of Full-Time Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, 1987-2007 (In Thousands)
      • Gender Gap On Campus Product Of Long-Term Trend
      • Campuses Become More Diverse
        • Table Full-Time Enrollment In Degree-Granting Institutions By 15- To 24-Year-Olds, By Race And Hispanic Origin, 2000 (In Thousands)
      • 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 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 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 Projected Growth In Full-Time Enrollment In Degree-Granting Institutions By 18- To 24-Year-Olds, By Gender, 2002-2007 (In Thousands)
      • College Discretionary Spending Will Reach $22 Billion
        • Table 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 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 Political Outlook Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non-Students, By Gender
        • Table Party Affiliation Of 18- To 24-Year-Olds, Full-Time College Students Vs. Non-Students, By Gender
    • Consumer Profile
      • Brand Loyalty Lower
        • Table 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 Attitudes Of College Students Toward Fashion And Style, By Gender - Part 1
        • Table Attitudes Of College Students Toward Fashion And Style, By Gender - Part 2
      • College Students Aspire To Eat Healthful Foods
        • Table 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 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 Use Of Non-Carbonated Soft Drinks, Full-Time College Students Vs. Non-Students, By Gender
      • Diet Cola Drinks Preferred
        • Table Use Of Carbonated Soft Drinks, Full-Time College Students Vs. Non-Students, By Gender
      • Fast Food Popular
        • Table Fast Food Restaurants Visited Most Frequently, Full-Time College Students Vs. Non-Students, By Gender
      • Usage Of Personal-Care Products Differs
        • Table Use Of Hair-Care Products, Full-Time College Students Vs. Non-Students, By Gender
        • Table Use Of Personal-Care Products, Full-Time College Students Vs. Non-Students, By Gender
      • Students Major Buyers Of Bedding And Linens
        • Table Bedding, Bath, And Linen Purchases , Full-Time College Students Vs. Non-Students
      • College Students Heavy Pc Users
        • Table Ownership And Use Of Personal Computers, Full-Time College Students Vs. Non-Students, By Gender
      • Internet Transforms Campus Life
        • Table 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 Use Of Online Services, Full-Time College Students Vs. Non-Students, By Gender
      • Internet Used As Medium For Socializing
        • Table Online Activities, Full-Time College Students Vs. Non-Students, By Gender
      • Students Take To E-Commerce
        • Table 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 Impact Of Internet On Media Usage, Full-Time College Students Vs. Non-Students, By Gender
      • Online Media More Popular
        • Table 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 Magazines Popular With College Men
      • Magazine Choices Reflect Life Stage Of College Women
        • Table 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
  • 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 Metropolitan Areas By Population Of Multicultural 15- To 24-Year-Olds (In Thousands) - Part 1
        • Table Metropolitan Areas By Population Of Multicultural 15- To 24-Year-Olds (In Thousands) - Part 2
      • Demographic Profiles Of Major Youth Markets Vary
        • Table Diverse Urban Youth Markets (In Thousands)
        • Table Predominately Hispanic Urban Youth Markets (In Thousands)
        • Table Predominately African American Urban Youth Markets (In Thousands)
    • Size And Growth Of Urban Youth Market Segment
      • Assumptions Reviewed
      • Urban Youth Market Will Grow Faster Than Youth Market As a Whole
        • Table Projected Number Of 15- To 24-Year-Olds By Race And Hispanic Origin In 15 Key Urban Areas, 2000 Vs. 2007 (In Thousands)
      • Core Of Urban Youth Market To Grow 27% By 2007
        • Table 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 Attitudes Of Urban Youth Toward Life, By Gender
      • Urban Youth More Likely To Attend Live Entertainment Events
        • Table Attendance Of Urban Youth At Live Entertainment Events, By Gender
      • Young Urban Males Attuned To Fashion
        • Table Profile Of Young Urban Apparel Shoppers
        • Table Urban Youth Attitudes Toward Fashion And Style, By Gender - Part 1
        • Table Urban Youth Attitudes Toward Fashion And Style, By Gender - Part 2
      • Apparel Brands Connect With Young Urban Men
        • Table Urban Youth Attitudes Toward Apparel Brands, By Gender
      • Soft Drink Tastes Differ
        • Table Use Of Non-Carbonated Soft Drinks By Urban Youth, By Gender
        • Table Use Of Carbonated Soft Drinks By Urban Youth, By Gender - Part 1
        • Table Use Of Carbonated Soft Drinks By Urban Youth, By Gender - Part 2
      • Light Beers Lose Out Among Urban Youth
        • Table Use Of Beer By Young Urban Consumers, By Gender
      • Use Of Wine And Spirits More Common
        • Table Use Of Wine And Spirits By Young Urban Consumers
      • Distinct Pattern In Use Of Hair-Care And Skin-Care Products
        • Table Use Of Hair-Care Products By Young Urban Consumers, By Gender
        • Table Use Of Personal-Care Products By Young Urban Consumers, By Gender
      • Cell Phones And Pagers Key Part Of Urban Youth Culture
        • Table Ownership And Use Of Cell Phones And Pagers By Urban Youth, By Gender
      • Some Fast Food Chains Fare Better With Urban Youth
        • Table Fast Food Restaurants Visited Most Frequently By Young Urban Consumers, By Gender - Part 1
        • Table Fast Food Restaurants Visited Most Frequently By Young Urban Consumers, By Gender - Part 2
      • Pcs Common In Homes Of Urban Youth
        • Table Ownership And Use Of Pcs By Urban Youth, By Gender
      • Lives Of Young Urban Consumers More Affected By Internet
        • Table Impact Of Internet On Lifestyles Of Young Urban Consumers, By Gender
      • Young Urban Males Heavy Users Of Internet
        • Table Use Of Internet By Young Urban Consumers, By Gender
      • Young Urban Consumers Shop Online
        • Table Internet Orders In Last 12 Months By Young Urban Consumers
    • Media
      • Magazines Valued More Highly
        • Table Attitudes Of Urban Youth Toward Magazines, By Gender
      • Urban Youth Choose Different Magazines
        • Table Magazines Popular With Young Urban Women
        • Table 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 Cable Tv Services Popular With Urban Youth
      • Upn Airs Hip-Hop Drama
      • Hip Hop Changes Urban Radio Formats
      • Internet Affects Media Usage
        • Table 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
  • 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
  • Addresses Of Youth Market Resources
    • Advertising//Marketing/Market Research
    • Publications
    • Other Media

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