Abstract
About this report
The 18-24 year-old male demographic is attractive to marketers because of their tendency to be early adopters (and often opinion leaders) of new trends, particularly in technology, fashion, and entertainment. However, these younger consumers are also difficult to reach due to an inherent scepticism against traditional advertising and corporate interests.
In this report, Mintel takes a look at what characteristics define the dynamics of this demographic and how advertisers are succeeding in reaching them.
Analysis and insights offered include:
- How are expenditures by this age group growing
- How recent national events have impacted attitudes toward spending
- What are the important elements in successful TV advertisements for this age group
- How can these consumers be best reached in university settings
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