Attitudes and Behavior of Males 18-24 - US - March 2007

Table of Contents

• Scope and Themes
• What you need to know
• Data sources
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Males 18-24: 10.2% of total population and holding
• Promoting the bachelor pad
• College campuses are prime promotional areas
• Money savings focused on short-term material goods
• Hobbies and interests focus on group activity
• Spending power and trends
• Television most enjoyable advertising medium, Internet least
• Consumer electronics vital to 18-24 male lifestyle
• Online shopping: less than average, focused on electronics
• Shopping at FDM
• Future and spending power forecast
• Background Factors
• The bachelor life
  • Figure 1: Marital status of males 18-24, by age, 2005
• Student population skews youngest, promoting on campus value added
  • Figure 2: Student status of 18-24 year olds, by gender, 2004
  • Figure 3: Percentage of the population 18-24 years old enrolled in school, by age, 1985-2004
• Income is low, but parental support is likely
  • Figure 4: Employment status and income of males 18-24, 2005
  • Figure 5: Average and aggregate discretionary income* and amount per household member, by age of householder, 2002
  • Figure 6: Sources of income for under 25 heads of household, 2005
• The most diverse age group
  • Figure 7: 18-24 year olds, by race/ethnicity, 2006
• Living situation
  • Figure 8: Living situation of 18-24 year olds, by gender, February 2007
• Males 18-24 and financial management
  • Figure 9: ATM/debit card ownership and usage by males 18-24, January-October 2006
• Credit cards
  • Figure 10: Credit card ownership and usage by males 18-24, January-October 2006
• Bill-paying methods used
  • Figure 11: Bill-paying methods used by males 18-24, January-October 2006
  • Figure 12: Financial planning activity by 18-24 year olds, by gender, February 2007
• Debt levels
  • Figure 13: Level of debt carried by 18-24 year olds, by gender, February 2007
• Hobbies, games and sports
  • Figure 14: Hobbies and leisure activities in the past 12 months by males 18-24, January-October 2006
• Interest in sports
  • Figure 15: Top ten sports in which males 18-24 are interested, January-October 2006
• Sporting goods
  • Figure 16: Top ten sporting goods owned by males 18-24, January-October 2006
• Aggregate Spending by Males 18-24 and Market Trends
  • Figure 17: Aggregate expenditures for male head of households under age 25, at current and constant prices, 2000-05
  • Figure 18: Graph: Aggregate expenditures for male head of households under age 25, at current and constant prices, 2000-05
  • Figure 19: Income before tax for heads of household under 25, at current and constant prices, 2000-05
  • Figure 20: Trend: Share of males 18-24 in college, 2000-06
• Category spending by under 25s
  • Figure 21: Share of spend in key expenditure categories, by age, 2005
• Media
• Interest in various forms of advertising
  • Figure 22: Advertising media as enjoyable to 18-24 year olds, by type of advertising, by gender, February 2007
• Watching television
  • Figure 23: Number of hours a week 18-24 year olds spend watching television, by gender, February 2007
  • Figure 24: Use of TiVo/replay/DVR/PVR by 18-24 year olds, number of hours per week, by gender, February 2007
• Listening to the radio
  • Figure 25: Radio listening by 18-24 year olds, hours per week, by gender, February 2007
• Reading magazines
  • Figure 26: Reading by 18-24 year olds, hours per week, by gender, February 2007
• Reading newspapers
  • Figure 27: Newspaper reading by 18-24 year olds, hours per week any format vs online, by gender, February 2007
• Visiting online chat rooms
  • Figure 28: Visiting online chat rooms by 18-24 year olds, hours per week, by gender, February 2007
• Reading blogs
  • Figure 29: Reading weblogs or journals by 18-24 year olds, hours per week, by gender, February 2007
• Watching podcasts online
  • Figure 30: Watching podcasts online by 18-24 year olds, hours per week, by gender, February 2007
• Watching videos online
  • Figure 31: Watching videos online by 18-24 year olds, hours per week, by gender, February 2007
• Emailing
  • Figure 32: Emailing for personal reasons by 18-24 year olds, hours per week, by gender, February 2007
• The impact of social networks
  • Figure 33: Browsing social networks by 18-24 year olds, hours per week, by gender, February 2007
  • Figure 34: Attitudes towards social networks by 18-24 year olds, agree summary, by gender, February 2007
• Instant messaging
  • Figure 35: Instant messaging online by 18-24 year olds, hours per week, by gender, February 2007
• Talking on the telephone
  • Figure 36: Talking on the telephone by 18-24 year olds, hours per week landline vs cell phone, by gender, February 2007
  • Figure 37: Use of a smartphone, video chatting and using VoIP at home by 18-24 year olds, hours per week, by gender, February 2007
• Consumer Electronics
• Introduction
• Multifunction products
  • Figure 38: Perceptions of quality of multifunction consumer electronics products among 18-24 year olds, by gender, February 2007
• MP3 music/digital media players
  • Figure 39: MP3 music/digital media player ownership by males 18-24, January-October 2006
• Video games
• Sega Game Gear
  • Figure 40: Video games owned or played by males 18-24, January-October 2006
  • Figure 41: Ownership of video game consoles or handheld video game players by 18-24 year olds, by gender, February 2007
  • Figure 42: Preference to playing video games on a computer to a video game console by 18-24 year olds, by gender, February 2007
  • Figure 43: Still camera ownership by males 18-24, January-October 2006
  • Figure 44: Ownership of desktop or laptop computers by 18-24 year olds, by gender, February 2007
  • Figure 45: Home PC usage by males 18-24, hours per week, January-October 2006
  • Figure 46: Impact of computers on demand for stereos and DVD players among 18-24 year olds, by gender, February 2007
  • Figure 47: Use of computers to watch and record TV shows by 18-24 year olds, by gender, February 2007
  • Figure 48: Cellular/wireless phone ownership by males 18-24, January-October 2006
  • Figure 49: Type of cellular/wireless service plan and monthly cost, males 18-24, January-October 2006
  • Figure 50: Business vs. personal cellular/wireless phone usage by males 18-24, January-October 2006
  • Figure 51: Services males 18-24 who own cellular/wireless phones have and use, January-October 2006
  • Figure 52: Impact of cell phone cameras on demand for still cameras among 18-24 year olds, by gender, February 2007
  • Figure 53: Television ownership, location and type by 18-24 year olds, by gender, February 2007
  • Figure 54: Ownership of other selected audio/video products, by 18-24 year olds, by gender, February 2007
• Shopping Trends
• Internet purchases
  • Figure 55: Internet purchasing patterns among males 18-24, January-October 2006
  • Figure 56: Products males 18-24 purchase most online, by gender, February 2007
• Purchases of apparel and accessories
  • Figure 57: Apparel/accessory purchasing patterns among males 18-24, by gender, May 2005-June 2006
• Shopping and Spending, by Retailer
• Shopping at supermarkets/food stores
  • Figure 58: Top ten supermarkets/food stores at which males 18-24 shopped in the last four weeks, January-October 2006
• Shopping at convenience stores
  • Figure 59: Top ten convenience stores at which males 18-24 shopped in the last four weeks, January-October 2006
• Shopping at drug stores
  • Figure 60: Drug stores at which males 18-24 shopped in the last four weeks, January-October 2006
• Shopping at department/discount/clothing stores
  • Figure 61: Top 20 department/discount/clothing stores at which males 18-24 shopped in the last four weeks, January-October 2006
• Future Trends and Forecast
• Future Trends
• Hispanics eclipse whites as most populous segment for males 18-24
  • Figure 62: 18-24 population by race/ethnicity, 2007 and 2012
  • Figure 63: Hispanics by country of origin/heritage, 2004
• Hispanic category spending
  • Figure 64: Average expenditures on entertainment, by Hispanic origin, 2004
• User driven content influences attitudes, challenges advertisers
  • Figure 65: Online advertising spending at social networks, 2006
• 18-24s still living at home--what to do?
• Market forecast
• Aggregate expenditures
  • Figure 66: Forecast of Aggregate expenditures for male head of households under age 25, at current and constant prices, 2005-10
  • Figure 67: Forecast of Aggregate expenditures for male head of households under age 25, at current and constant prices, 2005-10
• Forecast factors