The U.S. Youth Market: How 15- to 24-Year-Old Consumers are Transforming the Marketplace, 2nd Edition

Chapter 1 Executive Summary

• Introduction
  • Background
  • Overview of Report
  
  
• Scope of Report
  • Youth Market Defined
  • Methodology
  
  
• Demographic Overview
  • Youth Population Totals 41 Million
  • Youth Population Will Register Below-Average Growth
  • Nearly 40% of Youth Are Members of Multicultural Population Segments
  • Multicultural Trend to Continue
  
  
• Work, School, and Money
  • Aggregate Income Totals $335 Billion
  • Part-Time Work Common
  • Teens Hit Hard by Poor Economy
  • Higher Education Remains Elusive Goal for Most Youths
  
  
• Family, Friends, and Roommates
  • Most Teens Still Live with Parents
  • Most Teens Get Along with Their Parents
  • Most Youths in Early 20s Are on Their Own
  • Many Young Women Have Own Families
  • Young Women More Likely to Marry and to Be Parents
  
  
• Consumer Expenditure Patterns
  • Under-25 Consumer Differs from Average Consumer
  • Young Single Consumers Better Educated than Other Under-25 Consumers
  • Under-25 Consumer Units Highly Influential in Key Expenditure Categories
  • Single Young Men Spend More on Eating Out
  • Young Single Women Place High Priority on Clothes
  
  
• Highlights of Consumer Behavior
  • Young Women Shop More and Like It More than the Average U.S. Woman
  • Young Men More Interested in Shopping than Average U.S. Male
  • Young Male Consumers More Brand Loyal
  • Celebrities  Influence on Fashion Choices of Young Women Grows Stronger
  • Calorie Counting Not an Issue for 18- to 24-Year-Olds
  • Teen Girls More Concerned about Dieting
  • Healthy Eating Has Lower Priority
  • But Vegetarians More Common in Youth Market
  • Healthy Snack Foods Not an Issue
  • Frozen Dinners and Pre-Cooked Meals Get Nod from Young Consumers
  • Young Consumers More Adventurous In Food Choices
  • Teens More Conservative with Finances
  • Young Consumers Less Afraid of Stock Market
  
  
• Impact of Technology and the Internet on the Youth Market
  • Teens  Ownership of Cell Phones Explodes
  • Text Messaging and Other Data Services Take Off in Youth Market
  • Surveys Show Above-Average Use of Data Services by Young Cell Phone Subscribers
  • Portable Digital Audio Players Take Hold in Youth Market
  • Teens Use the Internet the Most
  • Online Activities Analyzed
  • Older Youths More Likely to Buy Online
  
  
• Media Usage and Entertainment Choices
  • Internet Continues to Affect Media Usage of Youth
  • Teens Turn to Internet for Music and Sports, Older Youth for News and Information
  • Older Teens Grow More Negative toward TV
  • 18- to 24-Year-Olds Less Involved with Television
  • Teens Prefer Computers to Books
  • Teen Girls Lead in Movie Attendance
  • Live Events Important Entertainment Options for
  • 18- to 24-Year-Olds
  • Video Games Lose Favor as Teens Get Older
  • Online Games Popular among Young Women
  
  
• The College Segment
  • Full-Time Four-Year Enrollment Tops 6.8 Million
  • Nearly 50% of Full-Time College Students Have Jobs
  • College Students Most Likely to Own Cell Phones
  • Text Messaging More Common on Campuses
  • Nearly All College Students Online
  • Online Banking Popular with College Students
  • Female College Students More Likely to Buy Online
  • Media Habits of College Men Most Affected by Internet
  • Downloading Music Major Pastime for Students
  
  
• The Multicultural Urban Youth Segment
  • Mobile Media Capabilities Less Common among Young Multicultural Males
  • Urban Youth Less Likely to Multitask When Watching Television
  • Choices of Radio Formats Reveal Cultural Differences
  • Opening Weekend Favored by Young Moviegoers
  • Urban Youth Less Likely to Play Video Games
  • Multicultural Urban Youth More Interested in Trying New Foods
  • Dieting More Common
  • Urban Apparel Brands Hit Speed Bump
  
  
• Size and Growth of the Market
  • Expenditures of 15- to 24-Year-Olds Total $485 Billion
  • Young Women Spend Nearly as Much as Young Men
  • Family Expenditures on 15- to 17-Year-Olds Are Major Factor in Youth Market
  • Youth Market Will Total $555 Billion in 2009
  
  
• Marketing and Advertising Trends
  • Few Teens Swayed by Advertising
  • Advertising in Movie Theatres Works Well in Youth Market
  • Young Males Prime Targets for TV Commercials
  • Young Women Drawn to Magazine Ads
  • Teens Most Likely to Disparage Online Advertising Techniques
  • "Third-Screen"  Marketing Reaches Critical Mass
  • Study Questions Effectiveness of Stand-Alone Mobile Advertising
  • Video Games Seen as Underutilized Advertising Platform
  
  
• Trends and Opportunities
  • Today s Youth Market Reveals the Future for Marketers
  • Technology Trumps Traditional Teen Choices
  • Female Gamers and Techies Deserve Marketers  Attention

Section 1 Overview of the Youth Population

Chapter 2 Demographic Profile

• Size and Growth of Population
  • Youth Population Totals 41 Million
  • Table 2-1 Size of Youth Population by Selected Age Groups, 2004 (in thousands)
  • Youth Population Skewed toward Males
  • Table 2-2 Size of the 15- to 24-Year-Old Population by Gender and Age Group, 2004 (in thousands)
  • Youth Population Will Register Below-Average Growth
  • Table 2-3 Growth in the 15- to 24-Year-Old Population by Age Group, 2004 vs. 2009 (in thousands)
  • Table 2-4 Growth of U.S. Population by Age Group, 2004 vs. 2009 (in thousands)
  
  
• The Multicultural Youth Population
  • Nearly 40% of Youth Are Members of Multicultural Population Segments
  • Table 2-5 Race and Hispanic Origin of 15- to 24-Year-Olds by Age Group, 2004 (in thousands)
  • Table 2-6 Non-Hispanic White Population by Age Group, 2004 (in thousands)
  • Multicultural Trend to Continue
  • Table 2-7 Growth of the 15- to 24-Year-Old Population, Non-Hispanic Whites vs. Other Population Groups, 2005 vs. 2010 (in thousands)
  • Table 2-8 Growth of the 15- to 24-Year-Old Population by Race and Hispanic Origin, 2005 vs. 2010 (in thousands)

Chapter 3 Work, School, and Money

• Income Sources
  • Aggregate Income Totals $335 Billion
  • Table 3-1 Aggregate Income of 15- to 24-Year-Olds, by Age Group and Gender, 2003
  • Income Sources of 15- to 24-Year-Olds Reflect Stage in Life
  • Table 3-2 Sources of Income, 15- to 24-Year-Olds vs. People 25 Years Old and Over, 2003
  • Below-Average Incomes Mean Above-Average Expenditures
  • Table 3-3 Average Annual Expenditures of Consumer Units as Percent of Before-Tax Income, by Age Group, 2003
  
  
• Employment Patterns and Earning Power
  • Part-Time Work Common
  • Table 3-4 Full-Time vs. Part-Time Status of Working 16- to 24-Year-Olds, 2004 (in thousands)
  • Young Men Earn the Most
  • Table 3-5 Aggregate Earnings of 18- to 24-Year-Olds, 2003
  • Youth Employment Peaks in Summer Months
  • Table 3-6 Employment Status of 16- to 24-Year-Olds, April-July 2004 (in thousands)
  • High School Dropouts Fare Poorly in Labor Market
  • Table 3-7 Labor Force Status of 2004 High School Graduates and 2003-2004 High School Dropouts (in thousands)
  • College Grads Do Well
  • Table 3-8 Mean Income of 18- to 24-Year-Olds with Earnings, by Educational Attainment and Work Experience, 2003
  
  
• Economic Trends
  • Teens Hit Hard by Poor Economy
  • Table 3-9 Mean and Aggregate Income of 15- to 17-Year-Olds, 2000-2003
  • Figure 3-1 Percent of 15- to 17-Year-Olds with Income, 2000-2003
  • Economic Slump Cuts Youth Employment
  • Figure 3-2 Labor Force Participation Rates of 16- to 24-Year-Olds, 2001-2004
  • �@
  • �@
  • Older Youth Less Affected by Economic Downturn
  • Table 3-10 Mean and Aggregate Income of 18- to 24-Year-Olds, 2000-2003
  • Table 3-11 Trends in Economic Status of 15- to 24-Year-Olds by Age Group, 2000 vs. 2003
  • Latino Youth Fare Better
  • Table 3-12 Aggregate Income of 15- to 24-Year-Olds by Race and Hispanic Origin, 2003
  • Table 3-13 Trends in Economic Status of 15- to 24-Year-Olds by Race and Hispanic Origin
  • School Enrollment
    • Higher Education Remains Elusive Goal for Most Youths
    • Table 3-14 School Enrollment of 15- to 24-Year-Olds by Age Group, Full-Time vs. Part-Time, October 2003 (in thousands)
    • Table 3-15 College Enrollment of 18- to 24-Year-Olds, by Attendance Status and Type of Institution, October 2003 (in thousands)
    • Community Colleges Maintain Role
    • Table 3-16 18- to 24-Year-Old College Students, 4-Year vs. 2-Year Institutions, October 2003 (in thousands)

Chapter 4 Family, Friends, and Roommates

• Teens and Their Families and Friends
  • Most Teens Still Live with Parents
  • Table 4-1 Living Arrangements of 15- to 17-Year-Olds, 2003 (in thousands)
  • Most Teens Are Comfortable with Their Families
  • Table 4-2 15- to 17-Year-Olds  Views of Their Family by Gender and Race and Hispanic Origin
  • Most Get Along with Their Parents
  • Table 4-3 15- to 17-Year-Olds  Views of Parents by Gender and Race and Hispanic Origin
  • Boys Place a Higher Value on Friends
  • Table 4-4 The Importance of Friends, 15- to 17-Year-Olds by Gender and Race and Hispanic Origin
  
  
• Living Arrangements of 18- to 24-Year-Olds
  • Most Youths in Early 20s Are on Their Own
  • Table 4-5 Living Arrangements of 18- to 24-Year-Olds by Age Group, 2003 (in thousands)
  • Living in Parents  Home Now Less Common
  • Table 4-6 Percent of 18- to 24-Year-Olds Living with Their Parents, 1990-2003
  • Many Young Women Have Own Families
  • Table 4-7 Living Arrangements of 18- to 24-Year-Olds by Gender, 2003 (in thousands)
  • Young Women More Likely to Marry
  • Table 4-8 Marital Status of 15- to 24-Year-Olds by Age Group, 2003 (in thousands)
  • Table 4-9 Marital Status of 20- to 24-Year-Olds by Gender, 2003 (in thousands)
  • Many Young Women Are Mothers
  • Table 4-10 Number of 15- to 24-Year-Old Women Who Have Ever Had a Child, by Marital Status, 2002 (in thousands)
  • Table 4-11 Percent of 15- to 24-Year-Old Women Who Have Ever Had a Child, by Race and Hispanic Origin, 2000 (in thousands)

Section 2 Consumer Behavior

Chapter 5 Consumer Expenditure Patterns

• Profile of Under-25 Consumer Units
  • Consumer Units Defined
  • Under-25 Consumer Differs from Average Consumer
  • Table 5-1 Characteristics of Consumer Units, Under-25 vs. All Consumer Units, 2003-2004
  • Young Single Consumers Better Educated than Other Under-25 Consumers
  • Table 5-2 Characteristics of Under-25 Consumer Units, Single vs. Others, 2003-2004
  
  
• Consumer Expenditure Patterns
  • Differences in Consumer Expenditures Analyzed
  • Table 5-3 Analysis of Consumer Expenditures of Under-25 Households
  • Single Young Men Spend More on Eating Out
  • Table 5-4 Selected Expenditures of Single Male Consumer Units, Under-25 vs. All Single Male Consumer Units, 2003-2004
  • Young Single Women Place High Priority on Clothes
  • Table 5-5 Selected Expenditures of Single Female Consumer Units, Under-25 vs. All Single Female Consumer Units, 2003-2004

Chapter 6 Highlights of Consumer Behavior

• Shopping Behavior
  • Young Women Shop More and Like It More than the Average U.S. Woman
  • Table 6-1 Young Consumers  Attitudes toward the Importance of Shopping, by Gender
  • Figure 6-1 Percent of 15- to 24-Year-Old Women Who "Really Enjoy Clothes Shopping"
  • Gender Differences in Shopping Habits Formed during Teen Years
  • Figure 6-2 Percent of 15- to 17-Year-Olds Who Shopped at a Mall in Last 4 Weeks
  • Figure 6-3 Percent of 15- to 17-Year-Olds Who Shopped at Discount/Department Store 7 or More Times in Last 4 Weeks
  • Young Men More Interested in Shopping than Average U.S. Male
  • Table 6-2 In-Store Shopping Behavior of Young Consumers, by Gender
  • Price Sensitivity on the Rise
  • Table 6-3 Price Sensitivity of Young Consumers, 2002 vs. 2004
  • Young Male Consumers More Brand Loyal
  • Table 6-4 Brand Loyalty of Young Consumers, by Gender
  • Brand Attachments Forming Earlier than Before
  • Attitudes toward Shopping Formed in Teen Years
  • Table 6-5 Attitudes toward Shopping as a Social Experience, by Gender
  • Table 6-6 Shopping Patterns of 15- to 17-Year-Olds by Gender
  • Friends  Opinions Major Factor in Buying Decisions of Teens
  
  
• Fashion
  • Interest in Fashion Declines with Age
  • Figure 6-4 Percent of 10- to 24-Year-Old Females Who "Like to Keep Up with the Latest Fashions"  by Age Group
  • Celebrities  Influence on Fashion Choices of Young Women Grows Stronger
  • Fashion Magazines Also Important
  • Many Young Consumers Have Conservative Tastes
  • Table 6-7 Young Consumers  Attitudes toward Fashion and Style, by Gender
  • New Clothes a High Priority for Young Consumers
  • Table 6-8 Young Consumers  Attitudes toward Buying Clothes by Gender
  • Most Teens Cautious about Standing Out in a Crowd
  • Table 6-9 Attitudes toward Fashion of 15- to 17-Year-Olds by Gender
  • Teen Boys More Confident in Their Looks
  • Table 6-10 Attitudes toward Appearance of 15- to 17-Year-Olds by Gender
  
  
• Food
  • Calorie Counting Not an Issue for 18- to 24-Year-Olds
  • Table 6-11 Attitudes of 18- to 24-Year-Olds toward Fattening Foods by Gender
  • Table 6-12 Attitudes of 18- to 24-Year-Olds toward Dieting by Gender
  • Teen Girls More Concerned about Dieting
  • Table 6-13 15- to 17-Year-Olds  Attitudes toward Dieting by Gender
  • Healthy Eating Has Lower Priority
  • Table 6-14 Attitudes of 18- to 24-Year-Olds toward Healthy Eating by Gender
  • Table 6-15 15- to 17-Year-Olds  Attitudes toward Healthy Eating by Gender
  • But Vegetarians More Common in Youth Market
  • Figure 6-5 Percent of 18- to 24-Year-Olds Who Are Vegetarians by Gender
  • Healthy Snack Foods Not an Issue
  • Table 6-16 Attitudes of 18- to 24-Year-Olds toward Snack Foods by Gender
  • Frozen Dinners and Pre-Cooked Meals Get Nod from Young Consumers
  • Table 6-17 Attitudes of 18- to 24-Year-Olds toward Frozen and Store-Made Dinners by Gender
  • Young Consumers More Adventurous In Food Choices
  • Table 6-18 Attitudes of 18- to 24-Year-Olds toward Food Styles by Gender
  • Table 6-19 Attitudes of 18- to 24-Year-Olds toward Trying New Foods by Gender
  • Teen Boys Least Worried about Fast Food
  • Table 6-20 15- to 17-Year-Olds  Attitudes toward Eating Out and Fast Food by Gender
  • Figure 6-6 Percent of 15- to 24-Year-Olds Who Believe "Fast Food Is All Junk"  by Gender
  
  
• Personal Finances
  • Young Consumers Financially Insecure
  • Figure 6-7 Percent of 18- to 24-Year-Olds Who Feel Secure Financially
  • Teens More Conservative with Finances
  • Table 6-21 Selected Attitudes toward Personal Finances of 15- to 24-Year-Olds by Age Group and Gender
  • Young Consumers Lack Confidence in Financial
  • Management Skills
  • Table 6-22 Attitudes of 18- to 24-Year-Olds toward Financial Management Skills by Gender
  • Young Consumers Less Afraid of Stock Market
  • Figure 6-8 Percent of 18- to 24-Year-Olds Who Think "Investing in the Stock Market Is Too Risky"  by Gender
  • Teens Distrust Credit Cards
  • Table 6-23 15- to 17-Year-Olds  Attitudes toward Credit Cards by Gender
  • Many Teens Tend to Be Savers
  • Table 6-24 15- to 17-Year-Olds  Attitudes toward Saving by Gender
  • Savings Accounts Common
  • Table 6-25 Percent of 15- to 17-Year-Olds with Bank Accounts by Gender
  • Young Consumers Use ATM Cards More
  • Figure 6-9 Percent of 18- to 24-Year-Olds Using ATM Cards by Gender
  • Checking Accounts Rare
  • Table 6-26 Use of Banking Services by 18- to 24-Year-Olds by Gender

Chapter 7 Impact of Technology and the Internet on the Youth Market

• The Rise of Mobile Media Platforms
  • Teens  Ownership of Cell Phones Explodes
  • Cell Phone Use by 18- to 24-Year-Olds Also High
  • Figure 7-1 Percent of 18- to 24-Year-Olds Owning Cell Phones by Gender
  • Text Messaging and Other Data Services Take Off in Youth Market
  • Surveys Show Above-Average Use of Data Services by Young Cell Phone Subscribers
  • Figure 7-2 Percent of 18- to 24-Year-Olds Using Text Messaging on Cell Phones by Gender
  • Figure 7-3 Percent of 18- to 24-Year-Olds with Cell Phone Internet Access by Gender
  • Youths More Likely to Subscribe to Ancillary Cell Phone Services
  • Table 7-1 Cell Phone Services Used by 18- to 24-Year-Olds by Gender
  • Portable Digital Audio Players Take Hold in Youth Market
  • Figure 7-4 Percent of 18- to 24-Year-Olds Owning a Portable Digital Audio Player by Gender
  
  
  • Youth and the Internet
  • Personal Computers Now in Nearly All Teens  Homes
  • Table 7-2 Household Ownership of Computers, 15- to 24-Year-Olds by Age Group and Gender
  • Young Women More Likely to Own Personal Computer
  • Table 7-3 Ownership of Home Computers by 18- to 24-Year-Olds by Demographic Characteristic
  • Teens Use the Internet the Most
  • Table 7-4 Use of the Internet by 15- to 24-Year-Olds by Age Group and Gender
  • Teens  Lives Transformed Most by the Internet
  • Table 7-5 Impact of Internet on Lifestyles of 15- to 24-Year-Olds by Age Group and Gender
  • Popular Web Sites Listed
  • Table 7-6 Web Sites Popular with 15- to 17-Year-Olds by Gender
  • Table 7-7 Web Sites Popular with 18- to 24-Year-Olds by Gender
  • Table 7-7 Web Sites Popular with 18- to 24-Year-Olds by Gender [Cont.]
  • Online Activities Analyzed
  • Table 7-8 Online Activities of 15- to 24-Year-Olds by Age Group and Gender
  • Older Youths More Likely to Buy Online
  • Table 7-9 Internet Orders by 15- to 24-Year-Olds by Age Group and Gender

Chapter 8 Media Usage and Entertainment Choices

• Overview
  • Internet Continues to Affect Media Usage of Youth
  • Table 8-1 Impact of Internet on Media Usage and Entertainment Habits of 15- to 24-Year-Olds by Age Group and Gender
  • Teens More Likely to Rely on Internet for Entertainment
  • Figure 8-1 Percent of 15- to 24-Year-Olds Saying Internet Has Become Primary Source of Entertainment by Age Group
  • Teens Turn to Internet for Music and Sports, Older Youth for News and Information
  • Table 8-2 Online Media Usage of 15- to 24-Year-Olds by Age Group and Gender
  
  
• Print Media
  • Young Consumers Look to Magazines More than Newspapers
  • Table 8-3 Attitudes of 18- to 24-Year-Olds toward Newspapers and Magazines by Gender
  • Leading Teen Magazines Listed
  • Table 8-4 Magazines Popular with to 15- to 17-Year-Olds by Gender
  • Magazines for Teen Girls Experience Declines
  • Magazine Choices of 18- to 24-Year-Olds Show Broad Interests
  • Table 8-5 Magazines Popular with 18- to 24-Year-Olds by Gender
  
  
• Television
  • Older Teens Grow More Negative toward TV
  • Figure 8-2 Percent of 12- to 17-Year-Olds Who "Love Watching TV"  by Age Group and Gender
  • Figure 8-3 Percent of 12- to 17-Year-Olds Who Think "Watching Too Much TV Is Bad for You"  by Age Group and Gender
  • 18- to 24-Year-Olds Less Involved with Television
  • Table 8-6 Attitudes of 18- to 24-Year-Olds toward Television by Gender
  • Young Viewers Interested in Video on Demand
  • Table 8-7 Type of Cable Service Used by 18- to 24-Year-Olds
  • MTV Tops Teen TV Choices
  • Table 8-8 Cable TV Services Watched in Last 7 Days by 15- to 17-Year-Olds by Gender
  • Table 8-9 Cable TV Services on Top-25 Lists of Both 15- to 17-Year-Old Boys and Girls
  • MTV Also Top Choice of 18- to 24-Year-Olds
  • Table 8-10 Cable TV Services Watched in Last 7 Days by 18- to 24-Year-Olds by Gender
  • Many TV Favorites Cross Age Boundaries in Youth Market
  • Table 8-11 Cable TV Services on Top-20 Lists of Both 15- to 17-Year-Olds and 18- to 24-Year-Olds by Gender
  • Fox and NBC Favored by Young Viewers
  • Table 8-12 Broadcast Networks Viewed by 15- to 24-Year-Olds by Age Group and Gender
  • Clear Gender Differences in Program Preferences
  • Table 8-13 TV Show Types Viewed by 15- to 24-Year-Olds by Age Group and Gender
  
  
• Radio
  • Radio Gets Less Attention from 18- to 24-Year-Olds
  • Table 8-14 Attitudes of 18- to 24-Year-Olds toward Radio, by Gender
  • Top Radio Formats Listed
  • Table 8-15 Radio Formats Popular with 15- to 17-Year-Olds by Gender
  • Table 8-16 Radio Formats Popular with 18- to 24-Year-Olds
  • Portable Digital Audio Players Seen as Threat to Traditional Radio
  
  
• Entertainment Choices
  • Hanging Out with Friends Matters Most to Teens
  • Table 8-17 15- to 17-Year-Olds  Attitudes toward Free Time by Gender
  • Teens Prefer Computers to Books
  • Table 8-18 Attitudes toward Books and Reading of 15- to 17-Year-Olds by Gender
  • Sports Still Important to Teens
  • Table 8-19 15- to 17-Year-Olds  Attitudes toward Sports by Gender
  • Teen Girls Lead in Movie Attendance
  • Table 8-20 Movie Attendance by 15- to 24-Year-Olds by Age Group and Gender
  • TV Commercials Drive Movie Choices
  • Table 8-21 Reasons for Seeing Last Movie, 15- to 17-Year-Olds by Gender
  • Live Events Important Entertainment Option for
  • 18- to 24-Year-Olds
  • Table 8-22 Attendance at Live Entertainment Events by 18- to 24-Year-Olds
  • Teen Girls Focus More on Music
  • Table 8-23 Attitudes toward Music of 15- to 17-Year-Olds by Gender
  • Table 8-24 Music Types Bought by 15- to 17-Year-Olds by Gender
  • Video Games Lose Favor as Teens Get Older
  • Figure 8-4 Percent of 12- to 17-Year-Olds  Who "Really Enjoy Playing Video Games"  by Age Group and Gender
  • Table 8-25 Frequency of Use of Video Games by 15- to 17-Year-Olds by Gender
  • Online Games Popular among Young Women
  • Table 8-26 Use of Video Games by 15- to 24-Year-Olds by Age Group and Gender
  
  

Chapter 9 The College Segment

• Overview
  • Full-Time Four-Year Enrollment Tops 6.8 Million
  • Table 9-1 Enrollment in Degree-Granting Institutions by 18- to 24-Year-Olds by Age Group, 2-Year vs. 4-Year Institutions, 2003 (in thousands)
  • Table 9-2 Full-Time Enrollment in Degree-Granting Institutions by 18- to 24-Year-Olds by Age Group, Undergraduate vs. Graduate Levels 2003 (in thousands)
  • Women Predominate on College Campuses
  • Table 9-3 Men and Women as Percent of Full-time Enrollment by 18- to 24-Year-Olds in Degree-Granting Institutions (in thousands)
  • Minorities Remain Underrepresented on College Campuses
  • Table 9-4 Full-Time Enrollment in Degree-Granting Institutions by 18- to 24-Year-Olds, by Race and Hispanic Origin, 2003 (in thousands)
  • Table 9-5 Race and Hispanic Origin of 18- to 24-Year-Old Full-time Students in Degree-Granting Institutions vs. Race and Hispanic Origin of All 18- to 24-Year-Olds
  • Nearly 50% of Full-Time College Students Have Jobs
  • Table 9-6 Employment of Full-Time 18- to 24-Year-Old College Students by Age Group, 2003 (in thousands)
  • Table 9-7 Employment of Full-Time 18- to 24-Year-Old Male College Students by Age Group, 2003 (in thousands)
  • Table 9-8 Employment of Full-Time 18- to 24-Year-Old Female College Students by Age Group, 2003 (in thousands)
  
  
• Technology and the Student Consumer
  • College Students Most Likely to Own Cell Phones
  • Figure 9-1 Percent Owning Cell Phones, 18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  • Text Messaging More Common on Campuses
  • Figure 9-2 Percent Using Text Messaging, 18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  • Computers Most Likely to Be Found in Dorm Rooms and Apartments of College Students
  • Nearly All College Students Online
  • Table 9-9 Use of the Internet, 18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  • Lives of College Students Most Affected by the Internet
  • Table 9-10 Impact of Internet on Lifestyles, 18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  • Top Web Destinations Listed
  • Table 9-11 Popular Web Sites, 18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  • Online Banking Popular with College Students
  • Table 9-12 Online Activities, 18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  • Female College Students More Likely to Buy Online
  • Table 9-13 Internet Orders, 18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  • Figure 9-3 Percent Using Internet to Help Plan Shopping Trips, 18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  
  
• Trends in Media Usage and Entertainment
  • Media Habits of College Men Most Affected by Internet
  • Table 9-14 Impact of Internet on Media Usage Habits, 18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  • Study Shows Substantial Out-of-Home TV Watching by
  • College Men
  • MTV Expands to College Market
  • New Magazines Hope to Capture Attention of College Students
  • Data Show Average Use of Internet for Entertainment
  • Figure 9-4 Percent Saying Internet Has Become Primary Source of Entertainment, 18- to 24-Year-Old Full-time College Students vs. All 18- to 24-Year-Olds
  • Downloading Music Major Pastime for Students
  • Figure 9-5 Percent Downloading Music Files, 18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  • Portable Digital Audio Players Part of the Campus Scene
  • Figure 9-6 Percent Owning a Portable Digital Audio Player, 18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  • Source: Simmons National Consumer Survey, Fall 2004; Packaged Facts
  
  
• Selected Market Trends
  • Research on Student Brand Loyalty Differs
  • Figure 9-7 Percent Saying They "Switch Brands Often for Variety/Novelty,"  18- to 24-Year-Old Full-Time College Students vs. All 18- to 24-Year-Olds
  • Survey Research Continues to Show Substantial Buying Power for College Students
  • Savvy Retailers Prosper by Creating Annual "Back-to-College"  Buying Event
  • Event-Based Campaigns Remain in Favor

Chapter 10 The Multicultural Urban Youth Segment

• Introduction
  • Background
  • Multicultural Urban Youth Segment Defined
  
  
• Media and Entertainment Trends
  • Mobile Media Capabilities Less Common among Young Multicultural Males
  • Table 10-1 Cell Phone Ownership and Use, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Table 10-2 Cell Phone Ownership and Use, Multicultural Urban 15- to 17-Year-Olds vs. All 15- to 17-Year-Olds
  • Urban Teens Less Likely to Have Home Internet Access
  • Table 10-3 Use of the Internet, Multicultural Urban 15- to 17-Year-Olds vs. All 15- to 17-Year-Olds
  • Internet Affects Multicultural Media Habits
  • Table 10-4 Impact of Internet on Media Usage, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Young Multicultural Consumers Like Magazines
  • Table 10-5 Attitudes toward Magazines, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Urban Youth Less Likely to Multitask When Watching Television
  • Table 10-6 Attitudes toward Television, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Figure 10-1 Percent Saying "I Am a TV Addict,"  Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Top TV Network Choices Listed
  • Table 10-7 Leading Television Broadcasting Networks, Multicultural Urban Youth vs. All 18- to 24- Year-Olds
  • Table 10-8 Broadcast Networks Viewed, Multicultural Urban 15- to 17-Year-Olds vs. All 15- to 17-Year-Olds
  • Gender Gap Revealed in Radio Listening
  • Table 10-9 Attitudes toward Radio, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Choices of Radio Formats Reveal Cultural Differences
  • Table 10-10 Leading Radio Formats, Urban Youth vs. All 18- to 24-Year-Olds
  • Opening Weekend Favored by Young Moviegoers
  • Table 10-11 Movie Attendance, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Table 10-12 Movie Attendance, Multicultural Urban 15- to 17-Year-Olds vs. All 15- to 17-Year-Olds
  • Figure 10-2 Percent Watching Primetime Feature Films, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Urban Youth Less Likely to Play Video Games
  • Figure 10-3 Percent Owning or Using Hand-held Video Games, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Young Urban Males Likely to Have Portable Digital Audio Players
  • Figure 10-4 Percent Owning Portable Digital Music Players, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Urban Teens More Aware of Top 10 Music Hits
  • Table 10-13 Attitudes toward Music, Multicultural Urban 15- to 17-Year-Olds vs. All 15- to 17-Year-Olds
  
  
• Highlights of Consumer Attitudes and Behavior
  • Urban Youth More Receptive to Advertising
  • Table 10-14 Receptivity to Advertising, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Table 10-15 Attitudes toward Television Advertising, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Multicultural Urban Youth Trendsetters Analyzed
  • Table 10-16 Trendsetting Attitudes, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Urban Teens Less Focused on Fashion
  • Table 10-17 Attitudes toward Fashion, Multicultural Urban 15- to 17-Year-Olds vs. All 15- to 17-Year-Olds
  • Multicultural Urban Youth More Interested in Trying New Foods
  • Table 10-18 Attitudes toward Trying New Foods, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Urban Youth Gravitate to Fast Food
  • Table 10-19 Attitudes toward Eating Out and Fast Food, Multicultural Urban 15- to 17-Year-Olds vs. All 15- to 17-Year-Olds
  • Table 10-20 Attitudes toward Fast Foods, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Fattening Foods Concern Young Multicultural Urban Males
  • Table 10-21 Attitudes toward Fattening Foods, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Dieting More Common
  • Table 10-22 Attitudes toward Dieting, Multicultural Urban 15- to 17-Year-Olds vs. All 15- to 17-Year-Olds
  • Table 10-23 Attitudes toward Dieting, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  • Table 10-24 Attitudes toward Healthy Eating, Multicultural Urban Youth vs. All 18- to 24-Year-Olds
  
  
• Trends in the Urban Youth Market
  • Urban Apparel Brands Hit Speed Bump
  • Hip-Hop Magazine Faces Challenge
  • Tried-and-True Urban Marketing Techniques Still Used
  • Pepsi Looks to DJs to Promote Brand
  • New Product Launches Seek to Affiliate with Hip-Hop Culture

Section 3 Market Trends

Chapter 11 Size and Growth of the Market

• Size of the Youth Market
  • Scope of Youth Market Defined
  • Expenditures Outpace Incomes
  • Table 11-1 Expenditures of Under-25 Consumer Units as Percent of Before-Tax Income, by Marital Status, 2003
  • Expenditures of 15- to 24-Year-Olds Total $485 Billion
  • Table 11-2 Expenditures of 15- to 24-Year-Olds by Age Group, 2004
  • Young Women Spend Nearly as Much as Young Men
  • Table 11-3 Expenditures of 18- to 24-Year-Olds by Gender, 2004
  • Family Expenditures on 15- to 17-Year-Olds Are Major Factor in Youth Market
  • Table 11-4 Aggregate Annual Family Expenditures on 15-to 17-Year-Olds for Selected Consumer Products, 2004
  • Under-25 Consumer Units Play Important Role in Consumer
  • Spending
  • Table 11-5 Aggregate Annual Expenditures by Under-25 Consumer Units for Food and Beverages, 2003 (in millions)
  • Table 11-5 Aggregate Annual Expenditures by Under-25 Consumer Units for Food and Beverages, 2003 [Cont.] (in millions)
  • Table 11-6 Aggregate Annual Expenditures by Under-25 Consumer Units for Household Furnishings and Equipment, 2003 (in millions)
  • Table 11-7 Aggregate Annual Expenditures by Under-25 Consumer Units for Apparel, 2003 (in millions)
  • Table 11-8 Aggregate Annual Expenditures by Under-25 Consumer Units for Transportation, 2003 (in millions)
  • Table 11-9 Aggregate Annual Expenditures by Under-25 Consumer Units for Entertainment, 2003 (in millions)
  • Table 11-10 Aggregate Annual Expenditures by Under-25 Consumer Units for Personal-Care Products and Services, Reading Materials, and Education, 2003 (in millions)
  
  
• Growth of the Youth Market
  • Slow Growth Likely
  • Figure 11-1 Average Income of 15- to 24-Year-Old Males, 1997, 2000, 2003 (in 2003 dollars)
  • Figure 11-2 Average Income of 15- to 24-Year-Old Females, 1997, 2000, 2003 (in 2003 dollars)
  • Youth Market Will Total $555 Billion in 2009
  • Table 11-11 Projected Growth in Expenditures by 15- to 17-Year-Olds, 2004-2009
  • Table 11-12 Projected Growth in Buying Power of 18- to 24-Year-Olds, 2004-2009
  • Table 11-13 Projected Growth in Buying Power of 15- to 24-Year-Olds, 2002-2007

Chapter 12 Marketing and Advertising Trends

• Receptivity to Advertising
  • Few Teens Swayed by Advertising
  • Table 12-1 Attitudes of 15- to 17-Year-Olds toward Advertising by Gender
  • Older Youths Less Negative toward Ads
  • Table 12-2 Receptivity of 18- to 24-Year-Olds to Advertising, by Gender
  • Advertising in Movie Theatres Works Well in Youth Market
  • Table 12-3 Receptivity of 15- to 24-Year-Olds to Advertising in Movie Theatres by Age Group and Gender
  • Young Males Prime Targets for TV Commercials
  • Table 12-4 Fast Forwarding on VCRs by 15- to 24-Year-Olds by Age Group and Gender
  • Table 12-5 Attitudes of 18- to 24-Year-Olds toward Television Ads, by Gender
  • Young Women Drawn to Magazine Ads
  • Table 12-6 Attitudes of 18- to 24-Year-Olds toward Print Advertising, by Gender
  • Teens Most Likely to Disparage Online Advertising Techniques
  • Table 12-7 Percent of 15- to 24-Year-Olds Viewing Internet Advertising as "Not at All Useful,"  by Type of Ad
  
  
• Emerging Marketing Strategies and Advertising Platforms
  • "Third-Screen"  Marketing Reaches Critical Mass
  • "American Idol"  Promotion Seals Deal for Mobile Marketers
  • New Hand-Held Media Devices May Capture
  • Advertisers  Attention
  • Opinions Differ on Effectiveness of Stand-Alone Mobile
  • Advertising
  • Integrated "Three-Screen"  Marketing Approach Seen as More Effective
  • Video Games Seen as Underutilized Advertising Platform
  • More Advertisers Turn to In-Game Advertising
  • Gamers Get to Order Pizza Online
  
  
• Examples of Marketing and Advertising Approaches
  • Frito-Lay Reaches Out to Young People with Text Messaging
  • Burger King Appeals to Young Men with Big Appetites
  • McDonalds Shifts Focus to Young Adults
  • Reebok Experiments with Video-on-Demand

Chapter 13 Trends and Opportunities

• Key Market Trends Summarized
• Table 13-1 Key Trends Shaping the Youth Market, 2005-2010
• Today s Youth Market Reveals the Future for Marketers
• Young Consumers Lead Mobile Media Revolution
• Technology Trumps Traditional Teen Choices
• Economic Trends and Boomer Parents behind Delayed Adulthood
• Female Gamers and Techies Deserve Marketers  Attention
• Opportunities Come and Go with Constant State of Flux in Youth Market
• Marketers Need to Track Shifting Consumer Attitudes and Behavior
• Food Marketers Face Complex and Conflicted Consumers in Youth Market

Appendix: Addresses of Selected Marketers