Attitudes of 18-24s Towards Consumer Electronics - US - November 2006

Abstract

This report aims to provide a topical examination of the role of consumer electronics in the lives of young adults, reviewing the attitudes of 18- to 24-year-olds toward consumer electronics and comparing them to those of older consumers. Within this context, 18-24 year olds are examined by educational attainment, student status, gender, household income, and race. The report covers attitudes towards shopping and budgeting for consumer electronics; product preferences; technological savvy; brand selection; computer and handheld product convergence; the Internet; and used consumer electronics.

Also covered are attitudes toward HD-DVD, DVD-Audio/SACD, DVRs, flat-screen televisions, HDTV, DVD-recorders, front projection televisions, and satellite radio. In addition, Mintel explores ownership of cameras; portable CD, DVD, and MP3 players; PCs and peripherals; PDAs; video game consoles; cellular phones and associated services; stereo equipment; and televisions.

18-24 year olds are more likely to be minorities than the overall population. Only 68% of 18-24 year olds are white, compared with 79% of the overall population. 12% are black, 7% are Asian, and 22% are Hispanic. Most 18-24 year olds have never been married. The median income for 18-24 year olds is $11,731, although understanding this demographic in terms of household income is difficult due to the financial help that many of these consumers receive from their parents, much of which is discretionary. Approximately 43% of 18-24 year olds are currently enrolled in school, and nearly three-quarters have lived with their parents as some point in the last two years.

Major themes within the report include how this age group is concerned with portability and flexibility, desiring products that travel from the bedroom to the car and provide a variety of functions. College students in particular tend to splurge for products they really want, or save up in order to afford them. This is a group that likes to stay abreast of technology, desiring new styling and features.

Products excluded from this report include CE products typically used for home office/communications rather than entertainment purposes: printers, fax lines, and home phones. It should be noted, however, that many of the attitudes and opinions discussed in this report may well also impact the purchase of these excluded products.