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 2: Average annual expenditures of single males 18-24, 2003-07
- Figure 3: Indexed spending per capita of single males, 2003-07
- Despite income growth, single males 18-24 still spend more than they earn
- Figure 4: Average income before taxes of single males 18-24, 2003-07
- Figure 5: Indexed spending per capita of single males, 2003-07
- Background Factors
- Racial and gender composition
- Figure 6: 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 7: Attitudes toward charity sponsorship, by age, June 2009
- Celebrities show greatest impact on younger consumers
- Figure 8: Attitudes toward celebrity endorsements, by age, June 2009
- Network Marketing
- Overview
- Social networking sites
- Figure 9: 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 10: 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 11: Nike--Track Town USA, June 2008
- Figure 12: Sony PlayStation 3--staring into fantasy, November 2008
- Celebrity endorsements transfer desirable qualities to the product
- Figure 13: Under Armour--Jose Reyes, June 2009
- Figure 14: Sean John I Am King Fragrance, December 2008
- Spotlight: Apple relies on high-energy music and visual cool
- Figure 15: Apple--iPod touch games, April 2009
- Figure 16: Apple--PC goes to the future, January 2009
- Spotlight: Axe promises the average guy sex appeal
- Figure 17: Axe--Man on dance floor, March 2009
- Spotlight: Ecko Unlimited puts testosterone in clothes
- Figure 18: Ecko Unlimited--extreme sports/fashion runway, October 2008
- Figure 19: Ecko Unlimited--Frank Mir, March 2009
- Cinema Advertising
- Movie theaters offer strong targeting of 18-24 males
- Figure 20: Attitudes toward cinema advertising, by age, October
2007-December 2008
- Living Situation
- Living with parents still the most popular option
- Figure 21: Living situation, by gender, June 2009
- Males 18-24 less likely to move residences
- Figure 22: 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 23: Time spent on various media/communication activities, by
gender, June 2009
- Friends and especially dating carry strong priority for males 18-24
- Figure 24: Importance of social activities, by gender, June 2009
- Music, comics, games, and artistic hobbies popular among males 18-24
- Figure 25: 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 26: Attitudes toward product research, by gender, June 2009
- 18-24 year olds more likely to do what their friends do
- Figure 27: Attitudes toward peer influence, by gender, June 2009
- Dating Habits
- 18-24 age group is prime time for dating, especially for males
- Figure 28: 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 29: Self-descriptive statements, by age, February 2008-March 2009
- Males 18-24 less likely to see positive attributes in themselves, need
confidence boost
- Figure 30: Self-descriptive adjectives, by age, February 2008-March 2009
- Life Goals
- Males 18-24 less likely to be saving money
- Figure 31: Life events and goals, by gender, June 2009
- Aspirational imagery can move beyond sex appeal
- Figure 32: 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 48: Time spent on various media/communication activities, by
race/ethnicity, June 2009
- Figure 49: Importance of social activities, by race/ethnicity, June 2009
- Black and Hispanic respondents 18-24 more likely to be influenced by
friends
- Figure 50: Attitudes toward product research, by race/ethnicity, June
2009
- Figure 51: Attitudes toward peer influence, by race/ethnicity, June 2009
- Black respondents 18-24 more likely to live at home and be single parents
- Figure 52: Living situation, by race/ethnicity, June 2009
- Figure 53: Life events and goals, by race/ethnicity, June 2009
- Appendix: Other Useful Consumer Tables
- Living situation
- Figure 54: Living situation, by employment status, June 2009
- Leisure time
- Figure 55: Time spent on various media/communication activities, by
household income, June 2009
- Figure 56: Time spent on various media/communication activities, by
employment status, June 2009
- Dating
- Figure 57: Dating habits, by employment status, June 2009
- Life events and goals
- Figure 58: Life events and goals, by household income, June 2009
- Figure 59: Life events and goals, by employment status, June 2009
- Figure 60: Life events and goals for 4-6 years, by gender, June 2009
- Figure 61: Life events and goals for 7+ years, by gender, June 2009
- Figure 62: Life events and goals not planned, by gender, June 2009
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