Table of Contents
- Scope and Themes
- What you need to know
- Subject of this report
- Data for this report
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Key points
- The 18-24 year old: demographic profile
- Housing and under-25s
- Pastimes of 18-24 year olds
- 18-24 year olds like multiple features, willing to try new brands
- High-end equipment lacks appeal
- 18-24 year olds prioritize convergence
- Portability essential to young adults
- Cell phones essential to young adults
- Portable MP3 players favored over car and home stereos
- Asians own more computers than other young adults
- Young men, those without college degrees most likely to play video games
- Background Factors
- Marital status
- Figure 1: Marital status of people aged 18 to 24, by age, 2005
- Employment status
- Figure 2: Employment status and income of people aged 18-24, 2005
- Educational status
- Figure 3: Student status of 18-24 year olds, by race/ethnicity, 2004
- Figure 4: Projected number of students aged 18-24 year olds, by
race/ethnicity, 2006
- Figure 5: Student status of 18-24 year olds, by gender, 2004
- Figure 6: Percentage of the population 18 to 24 years old enrolled in
school, 1985, 1995, 2004
- Discretionary income by age
- Figure 7: Average and aggregate discretionary income* and amount per
household member, by age of householder, 2002
- Race/ethnicity
- Figure 8: 18-24 year olds by race/ethnicity, 2006
- Changes in housing situation, by age
- Figure 9: Residences lived in, in the last 2 years, by age, September
2006
- Figure 10: Graph: Residences lived in, in the last 2 years, by age,
September 2006
- Figure 11: Living with parents among 18-24 year olds, by gender, income,
employment and education, September 2006
- Trends in back-to-school shopping
- Hobbies, games and sports
- Figure 12: Hobbies and leisure activities in the past 12 months, by age,
January-September 2005
- Figure 13: Graph: Hobbies and leisure activities by age,
January-September 2005
- Going out
- Figure 14: Activities and live events attended in past 6 months, by age,
January-September 2005
- Figure 15: Graph: Activities and live events attended in past 6 months,
by age, January-September 2005
- Figure 16: Activities and live events attended among 18-24 year olds, by
race/ethnicity,
- Sports
- Figure 17: Sports played or participated in during the last 12 months,
by age, January-September 2005
- Figure 18: Graph: Sports played or participated in during the last 12
months, by age, January-September 2005
- General Attitudes toward CE
- Conclusions
- Attitudes towards technology, by age
- Figure 19: Attitudes towards technology, by age, January-September 2005
- Figure 20: Graph: Attitudes towards technology, by age,
January-September 2005
- Figure 21: Attitudes towards technology among 18-24 year olds, by
educational attainment, January-September 2005
- Figure 22: Attitudes towards technology among 18-24 year olds, by
gender, January-September 2005
- Figure 23: Attitudes towards technology among 18-24 year olds, college
students and non-students, January-September 2005
- Figure 24: Attitudes towards technology among 18-24 year olds, all vs.
minority males, January-September 2005
- Preferences in electronics, by age
- Figure 25: Preferences in electronic products, by age, September 2006
- Figure 26: Graph: Preferences in electronic products, by age, September
2006
- Figure 27: Preferences in electronic products, by minority status,
September 2006
- Figure 28: Graph: Preferences in electronic products, by minority
status, September 2006
- Figure 29: Preferences in electronic products, by educational
attainment, September 2006
- Budgeting for consumer electronics, by age
- Figure 30: Buying habits for consumer electronic products, by age,
September 2006
- Figure 31: Graph: Buying habits for consumer electronic products, by
age, September 2006
- Technological savvy, by age
- Figure 32: Buying habits for consumer electronic products, by age,
September 2006
- New and High-End Platforms
- Introduction
- Figure 33: Graph: Intent to purchase new tech, by age, September 2006
- HD-DVD/Blu-ray disc
- Figure 34: Familiarity with HD-DVD or Blu-ray disc player, by age,
September 2006
- DVD-Audio/SACD
- Figure 35: Familiarity with DVD-Audio or SACD, by age, September 2006
- DVR ownership
- Figure 36: DVR ownership, by age, January-September 2005
- Flat-screen TVs
- Figure 37: Familiarity with flat-screen TVs, by age, September 2006
- HDTV ownership
- Figure 38: HDTV ownership, by age, January-September 2005
- DVD-recorders
- Figure 39: DVD player and recorder ownership, by age, January-September
2005
- Differences by education
- Figure 40: DVD player and recorder ownership, among 18-24 year olds, by
Education, January-September 2005
- Front-projection televisions
- Figure 41: Familiarity with front-projection televisions, by age,
September 2006
- Satellite radio
- Figure 42: Familiarity with satellite radio, by age, September 2006
- Findings by educational attainment
- Figure 43: Satellite radio system ownership and plan to purchase among
18-24 year olds, by educational attainment, January-September 2005
- Differences within the 18-24 year old demographic
- Attitudes Toward Brand
- Conclusions
- Attitudes towards brand
- Figure 44: Opinions about brand, by age, September 2006
- Figure 45: Graph: Opinions about brand, by age, September 2006
- Figure 46: Attitudes toward brand, by gender, January-September 2005
- Differences by race/ethnicity
- Figure 47: Attitudes toward brand among 18-24 year olds, by
race/ethnicity, January-September 2005
- Figure 48: Graph Attitudes toward brand among 18-24 year olds, by
race/ethnicity, January-September 2005
- Differences by educational attainment
- Figure 49: Attitudes toward brand among 18-24 year olds, by educational
attainment, January-September 2005
- Figure 50: Graph: Attitudes toward brand among 18-24 year olds, by
educational attainment, January-September 2005
- Shopping for consumer electronics products
- Figure 51: Buying habits for consumer electronic products, by age,
September 2006
- Figure 52: Graph: Buying habits for consumer electronic products, by
age, September 2006
- Convergence
- Introduction
- Conclusions
- Attitudes towards cell phone as game/video/music/radio player
- Figure 53: Attitudes to cell phone functionality, by age, September 2006
- Figure 54: Graph: Attitudes to cell phone functionality, by age,
September 2006
- Attitudes towards handheld product convergence
- Figure 55: Attitudes to handheld product convergence, by age, September
2006
- Figure 56: Graph: Attitudes to handheld product convergence, by age,
September 2006
- The PC as a video player
- Figure 57: Attitudes to the PC as video playback device, by age,
September 2006
- Figure 58: Graph: Attitudes to the PC as video playback device, by age,
September 2006
- The PC as stereo equipment
- Figure 59: Attitudes to the PC for audio playback , by age, September
2006
- Figure 60: Graph: Attitudes to the PC for audio playback, by age,
September 2006
- Differences by gender
- Differences by educational attainment
- Portable Products
- Summary
- Portable consumer electronic ownership
- Figure 61: Consumer electronics ownership by age, January-September 2005
- Figure 62: Graph: Consumer electronics ownership by age,
January-September 2005
- Figure 63: Consumer electronics ownership among 18-24 year olds, by
race/ethnicity, January-September 2005
- Figure 64: Consumer electronics ownership among 18-24 year olds, by
educational attainment, January-September 2005
- Ownership of still cameras
- Figure 65: Still camera ownership by type of camera, by age,
January-September 2005
- Findings by education
- Figure 66: Type of still camera owned, among 18-24 year olds, by
education, January-September 2005
- The Mobile Phone
- Introduction
- Conclusions
- Types of cell-phones owned
- Figure 67: Cell phone type owned, by age, September 2006
- Figure 68: Cell phone types owned among 18-24 year olds, by educational
attainment, September 2006
- Simmons findings
- Figure 69: Cellular or wireless phone ownership among 18-24 year olds,
by student status, January 2005-September 2005
- Cell phone services and functions
- Figure 70: Cellular or wireless phone services, all adults, by age,
January-September 2005
- Figure 71: Graph: Cellular or wireless phone services, all adults, by
age, January-September 2005
- Figure 72: Cellular or wireless phone options among 18-24 year olds, by
gender, January-September 2005
- Figure 73: Cellular or wireless phone options among 18-24 year olds, by
race/ethnicity,
- Figure 74: Cellular or wireless phone options among 18-24 year olds, by
educational attainment, January-September 2005
- Living Room, Bedroom, and Car
- Conclusions
- Auto aftermarket equipment, by age
- Figure 75: Entertainment, navigation or security-type modifications made
to a vehicle in past two years, by age, July 2006
- Figure 76: Graph: Entertainment, navigation or security-type
modifications made to a vehicle in past two years, by age, July 2006
- Stereo equipment, by age
- Figure 77: Stereo equipment owned, by age, September 2006
- Findings by educational attainment
- Television placement
- Figure 78: Television ownership and location, by age, September 2006
- Figure 79: Television ownership and location among 18-24 year olds, by
gender, September 2006
- Figure 80: Television ownership and location among 18-24 year olds, by
educational attainment,
- Recent purchase of A/V equipment, by age
- Figure 81: Purchase of A/V equipment in past 12 months,
January-September 2005
- Video game consoles
- Figure 82: Video game console ownership, by age, January-September 2005
- Figure 83: Video game console ownership among 18-24 year olds, by
gender, January-September 2005
- Figure 84: Video game console ownership among 18-24 year olds, by
education, January-September 2005
- Figure 85: Video games attached to TV ownership among 18-24 year olds,
by race/ethnicity, January-September 2005
- The PC
- Conclusions
- Computer ownership
- Figure 86: PC ownership, by age, January-September 2005
- Figure 87: PC ownership among 18-24 year olds, by educational
attainment, January-September 2005
- Figure 88: PC ownership among 18-24 year olds, by race/ethnicity,
January-September 2005
- Intent to purchase a PC
- Figure 89: Intent to purchase a PC in next 18 months, by age,
January-September 2005
- Figure 90: Intent to purchase a PC in next 18 months among 18-24 year
olds, by Race/ethnicity, January-September 2005
- Weekly computer usage
- Figure 91: Hours spent on PC at home, by age, January-September 2005
- Internet usage
- Figure 92: Internet usage, by age, January-September 2005
- Findings by education
- Figure 93: Internet usage among 18-24 year olds, by education,
January-September 2005
- Figure 94: Internet usage among 18-24 year olds, by race,
January-September 2005
- Online activity, by age
- Figure 95: Online/Internet activities, January-September 2005
- Figure 96: Online/Internet activities among 18-24 year olds, by gender,
January-September 2005
- Figure 97: Online/Internet activities among 18-24 year olds, by
race/ethnicity, January-September 2005
- Figure 98: Online/Internet activities among 18-24 year olds, by student
status, January-September 2005
- Attitudes toward the Internet
- Figure 99: Attitudes toward Internet usage by age, January-September 2005
- Figure 100: Attitudes toward Internet usage among 18-24 year olds, by
race/ethnicity, January-September 2005
- Figure 101: Attitudes toward Internet usage among 18-24 year olds, by
student status, January-September 2005
- Appendix: Trade Associations
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