Spending Power of Young Adults - US - November 2006

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Snapshot of the market
• Young adults make up almost a quarter of the population
• Age and type of household influence income
• Hanging around campus
• Aging turns attention to finances and more debt
• Leisure time means something different to each group
• Attitudes towards shopping change over time
• Shopping malls--a popular destination for younger respondents
• Respondents shop a wide range of retail stores
• Front and center: the Internet in the lives of young adults
• Shopping online
• Activities online
• Advertising to young adults
• Reaching the 18-34 year old, consumer insights and recommendations
• 18-24-specific
• 25-34-specific
• Market Background
• Introduction
• Population statistics
• Total population
  • Figure 1: U.S. Total population, by age, 2001-11
• Race/ethnicity
• Population of 18-24 year olds by race/ethnicity
  • Figure 2: U.S. population of adults aged 18-24, by race/ethnicity, 2001-11
• Population of 25-34 year olds by race/ethnicity
  • Figure 3: U.S. population of adults aged 25-34, by race/ethnicity, 2001-11
• Gender
• Population of 18-24 year olds by gender
  • Figure 4: U.S. population of adults aged 18-24, by gender, 2001-11
• Population of 25-34 year olds by gender
  • Figure 5: U.S. population of adults aged 25-34, by gender, 2001-11
• Population of 18-24 year old females by race/ethnicity
  • Figure 6: U.S. population of females aged 18-24, by race/ethnicity, 2001-11
• Population of 18-24 year old males by race/ethnicity
  • Figure 7: U.S. population of males aged 18-24, by race/ethnicity, 2001-11
• Population of 25-34 year old females by race/ethnicity
  • Figure 8: U.S. population of females aged 25-34, by race/ethnicity, 2001-11
• Household income
• Household income by age
  • Figure 9: U.S. household income, by age, 2004 and 2005
• Household income by type of household
  • Figure 10: Number of households and household income, by type of household, 2004 and 2005
• The future of work and home/life balance
• Household income by race/ethnicity
  • Figure 11: Number of households and household income, by race/ethnicity, 2004 and 2005
• The family structure
  • Figure 12: Living situations of young adults, by age, October 2006
  • Figure 13: Living location of respondents, by age, October 2006
• Urban vs. rural vs. suburban
• Young Adults, Money and Income
• Financial planning
  • Figure 14: Financial planning habits of young adults, by age, October 2006
• Adults increasingly are urging young people to go to college
  • Figure 15: Forms of payment used for last purchase by young adults, by age, October 2006
  • Figure 16: Debt owed by young adults, by age, October 2006
  • Figure 17: Status and impact of income and debt among young adults, by age, October 2006
  • Figure 18: Impact of other people on spending among young adults, by age, October 2006
  • Figure 19: Reasons for paying more for a product among young adults, by age, October 2006
• Events and Leisure
• The events in a young adult's life
  • Figure 20: Events experienced in last 12 months, by age, May 2005-June 2006
  • Figure 21: Events expected to experience in next 12 months, by age, May 2005-June 2006
• Activities and hobbies
  • Figure 22: Leisure activities participated in during last 12 months, by age, May 2005-June 2006
• Weekend versus weekday
  • Figure 23: Weekday vs. weekend spending among young adults, by age, October 2006
• Shopping and Spending Behavior
• Overview
  • Figure 24: Shopping behavior, by age, May 2005-June 2006
• Novelty is in
• Children hold some of the purse strings
• Attitudes about shopping
  • Figure 25: Attitudes about shopping, by age, May 2005-June 2006
• Shopping trends
  • Figure 26: Shopping companions of young adults, by age, October 2006
  • Figure 27: Where young adults shop, by age, October 2006
• Shopping by Sector
• Clothing and accessories
• Men and apparel
  • Figure 28: Incidence of purchase, by age, May 2005-June 2006
  • Figure 29: Apparel or accessories purchased by men in the past 12 months, by age, May 2005-June 2006
• Women and apparel
  • Figure 30: Incidence of purchase by women, by age, May 2005-June 2006
  • Figure 31: Apparel or accessories purchased by women, by age, May 2005-June 2006
• Attitudes about apparel
  • Figure 32: Opinions about apparel, by age, May 2005-June 2006
• Where Do They Shop and Purchase?
• Shopping malls and strip malls
  • Figure 33: How many visited a shopping mall in the past four weeks, by age, May 2005-June 2006
  • Figure 34: Number of shopping mall visits in the past four weeks, by age, May 2005-June 2006
  • Figure 35: Visited a strip mall in past four weeks, by age, May 2005-June 2006
• Supermarket and food stores
  • Figure 36: Supermarket/food stores visited in past four weeks, by age, May 2005-June 2006
• Convenience stores
  • Figure 37: Convenience stores visited in past four weeks, by age, May 2005-June 2006
• Department, discount, clothing, toy, footwear stores
  • Figure 38: Department/discount/clothing/children's toy/footwear stores shopped in last three months, by age, May 2005-June 2006
• Where 18-24 year olds shop
• Where 25-34 year olds shop
• Department, discount, clothing and children's store purchases in past four weeks
  • Figure 39: Department/discount/clothing/children's toy/footwear stores purchased from in last four weeks, by age, May 2005-June 2006
• Home furnishings stores
  • Figure 40: Home furnishing stores visited in last three months, by age, May 2005-June 2006
• Electronics stores
  • Figure 41: Electronics stores visited in last three months, by age, May 2005-June 2006
• Home improvement stores
  • Figure 42: Home improvement stores visited in last three months, by age, May 2005-June 2006
• Office supplies and computer stores
  • Figure 43: Office supply/computer stores visited in last three months, by age, May 2005-June 2006
• Young Adults and the Internet
• The Internet vs. a physical store
  • Figure 44: Online vs. physical location shopping among young adults, by age, October 2006
• Shopping online--younger respondents
• Trends in online shopping for 18-24 year olds
• Shopping for clothes online -- older respondents
• Ordering on the Internet
  • Figure 45: Adults who order online, by age, May 2005-June 2006
  • Figure 46: Ordering online, by age, May 2005-June 2006
• What they are buying--18-24 year olds
• What they are buying--25-34 year olds
• The Internet: a time saver for busy Americans
• How much they spend on the Internet
  • Figure 47: Spending amount online, by age, May 2005-June 2006
• Payment method for online purchases
  • Figure 48: How young adults pay for Internet purchases, by age, May 2005-June 2006
• From where did the offer that resulted in an Internet purchase come?
  • Figure 49: Origin of order purchased online, by age, May 2005-June 2006
• The Internet and lifestyle
  • Figure 50: Attitudes about Internet usage, by age, May 2005-June 2006
• How older respondents use the Internet
• How younger respondents use the Internet
• Online activities
  • Figure 51: Online activities, by age, May 2005-June 2006
• Popular online activities for older respondents
• Popular online activities for younger respondents
  • Figure 52: Most popular websites, 2006
• Advertising and Promotion to Young Adults
• adidas
  • Figure 53: Most adidas commercial featuring Reggie Bush
• iPod
  • Figure 54: iPod commercial featuring Eminem
• Cirque de Soleil--Delirium
  • Figure 55: Cirque de Soleil commercial
• Converse
  • Figure 56: Converse commercial featuring Wayne Wade
• EA Sports--Madden NFL '07
  • Figure 57: EA Sports--Madden NFL '07
• EA Sports--NHL 2007
  • Figure 58: EA Sports--NHL 2007
• Ecco USA
  • Figure 59: Ecco USA commercial
• Gibson Guitars
  • Figure 60: Gibson Guitars commercial
• K-Swiss Sports
  • Figure 61: K-Swiss Sports commercial
• Pringles
  • Figure 62: Pringles commercial
• Reebok
  • Figure 63: Reebok commercial
• Skechers
  • Figure 64: Skechers commercial
• Future Trends
• Demographic shifts
• Summary
• Effect of demographic change on key sectors
• Credit/debt
• The social or family influence
• Retail outlets
• Shopping on the Internet...more
• Appendix: Trade Associations