The U.S. Urban Youth Trendsetters Market: Tapping the Power of the Hip-Hop Mindset and Culture

Table of Contents

• Chapter 1 Executive Summary
  • Introduction
    • Background
    • The Evolution of Hip-Hop and the Emergence of the Urban Youth Market
  • Scope and Methodology
    • Market Definition
    • Overview of Report
    • Methodology
  • Demographic Overview
    • Popularity of Hip Hop Declines with Age
    • Population of Young Urban Youth Nears 24 Million
    • Females Strong Force in Urban Youth Population
    • Urban Youth Not Only a Big-City Phenomenon
    • Hip-Hop Consumers Are Disproportionately Black but Most Are Non-Hispanic White
    • Multicultural Hip-Hoppers in Majority in Major Metro Areas
    • Vast Majority of Multicultural Urban Youth Live in Larger Metro Areas
  • Core Values of Hip-Hop Culture
    • "Urban" a Mindset, Not a Geographic Place
    • Hip-Hop Consumers Live for the Moment
    • Money Motivates Young Urban Consumers
    • Non-Conformity Seen as a Key Value
    • High Priority on Searching for New Experiences and Products
    • Older Hip-Hop Consumers Define Selves as Influencers
    • Urban Teens Also Are Influencers
    • Adopting New Styles Unites Hip-Hop Consumers
    • Hip-Hop Consumers Everywhere Focus on Keeping Up with Latest Fashions
    • Teen Hip Hoppers Still Need to Follow the Crowd
    • Tracking and Following Trends Important to Teen Hip Hoppers Wherever
    • They Live
  • Highlights of Consumer Attitudes and Behavior
    • Urban Youth Like to Shop and Buy
    • Brand Awareness High but Brand Loyalty Mixed
    • Fashion Attitudes Reflect Hip-Hop Values
    • Keeping up with Fashion Has High Priority
    • Urban Youth Spend More on Clothes than They Can Afford
    • Designer Labels Attract Young Urban Consumers
    • Young Urban Males Buy More Watches
    • Young Urban Consumers Use More Personal-Care Products
    • Urban Youth View Cars as Attention-Getters
    • SUVs Attract Young Urban Consumers
    • Foreign Cars Get Higher Marks
    • Snacking Important to Urban Youth
    • New Drinks Get the Attention of Young Urban Consumers
    • Young Urban Consumers See Selves as Spenders
  • How Urban Youth Use Leisure Time
    • Urban Male Teens Go Out More
    • Among Older Urban Youth, Females More Likely to Go Out
    • Urban Teens More in Touch with Music Scene
    • Urban Male Teens See Stronger Link between Music and Fashion
    • Urban Youth Major Force among Moviegoers
    • Fast Food Gets Nod from Young Urban Males
    • Multiple Video Products Common in Urban Youth Households
    • Home Audio Products Also More Popular
  • Technology and the Internet
    • Young Urban Males Early Adopters of Electronics Equipment
    • Price Less of an Issue
    • Cell Phones More Common
    • Text Messaging and Internet Access More Widespread
    • Computers Prevail in Households of Older Urban Youth
    • Internet Affects Lifestyle of Urban Youth
    • Young Urban Females Major Users of Internet
    • Urban Youth Prime Targets for E-Mail Marketing
  • Media Usage
    • Young Urban Males More Likely to Value Magazines
    • Urban Youth of All Ages More Hooked on TV
    • Video on Demand Gets High Marks from Urban Youth
    • Urban Youth Choose Many Similar Cable Outlets
    • Cable Tastes of Male Urban Teens Show Differences
    • Radio Major Source of Entertainment for Urban Youth
    • Internet Important Source of Entertainment but Has Less Impact on
    • Traditional Media Use by Urban Youth
    • Online Media Activities Analyzed
  • Marketing and Advertising Trends
    • Young Urban Consumers Positive about Advertising
    • Advertising Works with Urban Youth
    • Hip-Hop Consumers Favorable toward TV Commercials
    • Hip-Hop Consumers Pay Attention to Ads in Movie Theaters
    • Teen Hip-Hop Consumers Less Bothered by Internet Advertising
    • "Urban Marketing" No Longer a Niche Strategy in Youth Market
    • Hip-Hop Themes Geared toward Mainstream Market
    • Mobile Marketing Gains Influence in Urban Youth Market
    • Grassroots Campaigns Remain Vital
  • Size and Growth of the Market
    • Buying Power of Young Urban Consumers Totals $496 Billion
    • Number of Young Urban Consumers Will Grow 4.5% between 2005 and 2010
    • Buying Power Will Total $644 Billion in 2010
  • Trends and Opportunities
    • New Media Accelerate Mainstreaming of Hip-Hop Culture
    • Influence of Hip Hop on Consumer Behavior of Youth Transcends
    • Demographic and Geographic Boundaries
    • Hip-Hop Consumers Prime Customers for Wireless Industry
    • Auto Makers See Profits in Hip Hop
    • Urban Apparel Brands Seize Opportunities to Move Upmarket
    • Jewelry Industry Has More to Gain from Urban Youth Market
    • Thirty-Something Consumers with Hip-Hop Mindset Present Major Opportunities
• Section 1 Overview
• Chapter 2 Demographic Overview
• Size of the Urban Youth Population
  • Popularity of Hip Hop Declines with Age
  • Figure 2-1: Percent of 15- to 29-Year-Olds Who Are Hip-Hop Fans by Age Group
  • Population of Young Urban Youth Nears 24 Million
  • Table 2-1: 15- to 29-Year-Old Urban Youth by Percent in Age Groups
  • Urban Youth in 18- to 24-Year-Old Age Group Form Largest Segment
  • Table 2-2: Percent of 15- to 29-Year-Old Urban Youth by Detailed Age Groups
  • Figure 2-2: Percent of 15- to 29-Year-Old Urban Youth in Key Age Groups
  • Females Strong Force in Urban Youth Population
  • Figure 2-3: Percent of 15- to 29-Year-Old Urban Youth by Gender
  • Hip-Hop Consumers More Prominent in Younger Age Groups
  • Table 2-3: 15- to 29-Year-Old Urban Youth by Age Group and Gender
  • Where Urban Youth Live
    • Urban Youth Not Only a Big-City Phenomenon
    • Table 2-4: Population Distribution of 15- to 29-Year-Olds by Size of Metropolitan Area, Urban Youth vs. Others
    • Urban Youth Most Likely to Live in Northeast
    • Table 2-5: Regional Distribution of 15- to 29-Year-Olds, Urban Youth vs. Others
  • Social and Economic Indicators
    • Urban Youth More Likely to Be in College
    • Table 2-6: Population Distribution of 18- to 29-Year-Olds by Educational Achievement, Urban Youth vs. Others
    • Figure 2-4: Percent of 15- to 17-Year-Olds Who Say They Would Like to Go to College, Urban Youth vs. Others
    • Urban Youth More Likely than Others Their Age to Be Single
    • Table 2-7: Marital Status of 18- to 29-Year-Olds, Urban Youth vs. Others
    • Middle Income Households Less Common
    • Table 2-8: Distribution of 18- to 29-Year-Olds by Household Income, Urban Youth vs. Others
    • Aggregate Income of Young Urban Consumers Totals $382 Billion
    • Table 2-9: Aggregate Income of 15- to 29-Year-Old Urban Youth by Race and Hispanic Origin
  • Race and Hispanic Origin
    • Hip-Hop Consumers Are Disproportionately Black
    • Table 2-10: 15- to 29-Year-Olds by Race and Hispanic Origin, Urban Youth vs. Others
    • Multicultural Hip-Hoppers in Majority in Major Metro Areas
    • Table 2-11: Percent of 15- to 29-Year-Old Urban Youth Living inside and outside Major Metropolitan Areas by Race and Hispanic Origin
    • Vast Majority of Multicultural Urban Youth Live in Larger Metro Areas
    • Table 2-12: Percent of 15- to 29-Year-Old Urban Youth Living inside and outside Top 10 and Top 100 Metropolitan Areas by Race and Hispanic Origin
    • Urban Youth Most Likely to Be Found among African Americans
    • Table 2-13: Leading Urban Youth Segments by Age Group and Race and Hispanic Origin
• Chapter 3 Core Values of Hip-Hop Culture
  • Introduction
  • An Existential View of Life
    • Anxiety and Alienation Mark Hip-Hop Culture
    • Table 3-1: Core Hip-Hop Value: Bravado in the Midst of Angst
    • Hip-Hop Consumers Live for the Moment
    • Table 3-2: Core Hip-Hop Value: Live for the Moment
    • Figure 3-1: 18- to 29-Year-Olds Who Say They Tend to Buy Things on the
    • Spur of the Moment, Hip-Hop-Consumers vs. Others
  • Secular Values
    • Hip-Hop Consumers in Non-Metro Areas Most Likely to Have Secular Orientation
    • Table 3-3: Core Hip-Hop Value: Espouse Secular Values
    • Tolerance Key Value
    • Table 3-4: Core Hip-Hop Value: Show Tolerance
  • Materialism as a Driving Force
    • Money Motivates Young Urban Consumers
    • Figure 3-2: 18- to 29-Year-Olds Who Say Money Is the Best Measure of Success, Hip-Hop Consumers vs. Others
    • Figure 3-3: 15- to 17-Year-Olds Who Say They Want to Be Rich, Hip-Hop Consumers vs. Others
    • Having a Career Has High Priority for Hip-Hop Consumers
    • Table 3-5: Core Hip-Hop Value: Pursue Material Success
  • A Fundamental Values Paradox: Setting Trends while Following Fashion
    • Non-Conformity Seen as a Key Value
    • Table 3-6: Core Hip-Hop Value: Revel in Non-Conformity
    • Figure 3-4: 18- to 29-Year-Olds Who Say They Like to Stand Out in a Crowd, Hip-Hop Consumers vs. Others
    • Hip-Hop Consumers Place High Priority on Searching for New Experiences and Products
    • Table 3-7: Core Hip-Hop Value: Search for New Experiences and Products
    • Older Hip-Hop Consumers Define Selves as Influencers
    • Table 3-8: Core Hip-Hop Value: Be Ready to Influence Others
    • Urban Teens Also Are Influencers
    • Table 3-9: Core Hip-Hop Value: Create a Group of Followers
    • Adopting New Styles Unites Hip-Hop Consumers
    • Table 3-10: Core Hip-Hop Value: Be an Early Adopter
    • Hip-Hop Consumers Everywhere Focus on Keeping Up with Latest Fashions
    • Table 3-11: Core Hip-Hop Value: Follow Fashion
    • Teen Hip Hoppers Still Need to Follow the Crowd
    • Table 3-12: Core Hip-Hop Value: Fit in with Your Peers
    • Tracking and Following Trends Important to Teen Hip Hoppers Wherever They Live
    • Table 3-13: Core Hip-Hop Value: Follow the Latest Trends
• Section 2 Consumer Behavior
• Chapter 4 Highlights of Consumer Attitudes and Behavior
  • Shopping Behavior
    • Urban Youth Like to Shop
    • Table 4-1: Attitudes toward Shopping of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • Figure 4-1: Percent of 18- to 29-Year-Olds Visiting Shopping Mall in Last 4 Weeks, Urban Youth vs. Others by Gender
    • Urban Youth More Likely to Buy When They Shop
    • Figure 4-2: Percent of 18- to 29-Year-Olds Making Purchase at Department or Discount Store in Last 4 Weeks, Urban Youth vs. Others
    • by Gender
    • Brand Awareness High
    • Table 4-2: Brand Awareness of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • Brand Loyalty Mixed
    • Table 4-3: Brand Loyalty of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • Shopping a Social Event for Young Urban Consumers
    • Table 4-4: Attitudes of 18- to 29-Year-Olds toward Shopping with Friends, Urban Youth vs. Others by Gender
    • Low Prices Attract Urban Youth
    • Table 4-5: Impact of Price on Shopping Behavior of 18- to 29-Year-Olds,
    • Urban Youth vs Others by Gender.
  • Fashion
    • Fashion Attitudes Reflect Hip-Hop Values
    • Table 4-6: Clothes and Self-Image of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • Trying New Styles Important
    • Table 4-7: Attitudes of 18- to 29-Year-Olds toward New Clothing Styles,
    • Urban Youth vs. Others by Gender
    • Keeping up with Fashion Has High Priority
    • Table 4-8: Attitudes of 18- to 29-Year-Olds toward Fashion, Urban Youth vs. Others by Gender
    • Urban Youth Spend More on Clothes than They Can Afford
    • Table 4-9: Attitudes of 18- to 29-Year-Olds toward Shopping for Clothes,
    • Urban Youth vs. Others by Gender
    • Designer Labels Attract Young Urban Consumers
    • Table 4-10: Attitudes of 18- to 29-Year-Olds toward Designer Clothes,
    • Urban Youth vs. Others by Gender
    • Urban Youth Buy More Apparel
    • Table 4-11: Percent of 15- to 29-Year-Olds Buying Clothes, Jeans, and
    • Athletic Shoes in Past 12 Months, Urban Youth vs. Others by Gender
    • Urban Teens Go for Licensed Sports Apparel
    • Figure 4-3: Percent of 15- to 17-Year-Olds Buying Licensed Sports Apparel
    • in Past 12 Months, Urban Youth vs. Others by Gender
    • Urban Youth Have Distinct Brand Preferences When Buying Jeans
    • Table 4-12: Brands of Jeans Bought in Last 12 Months by 18- to 29-Year-Old Males, Urban Youth vs. Others
    • Table 4-13: Brands of Jeans Bought in Last 12 Months by 18- to 29-Year-Old Females, Urban Youth vs. Others
    • Table 4-14: Brands of Jeans Bought in Last 12 Months by 15- to 17-Year-Old Males, Urban Youth vs. Others
    • Table 4-15: Brands of Jeans Bought in Last 12 Months by 15- to 17-Year-Old Females, Urban Youth vs. Others
    • Basketball Shoes Top Category of Athletic Shoes for Young Urban Males
    • Table 4-16: Type of Sneakers/Athletic/Sports Shoes Bought in Last 12
    • Months by 18- to 29- Year-Olds, Urban Youth vs. Others by Gender
    • Table 4-17: Type of Sneakers/Athletic/Sports Shoes Bought in Last 12
    • Months by 15- to 17- Year-Olds, Urban Youth vs. Others by Gender
    • Young Urban Males More Likely to Pay for Own Clothes
    • Table 4-18: Clothes Shopping Patterns of 15- to 17-Year-Olds, Urban Youth vs. Others
    • Young Urban Males Buy More Watches
    • Table 4-19: Percent of 15- to 29-Year-Olds Buying Watches for Self or
    • Others in Last 12 Months, Urban Youth vs. Others by Gender
    • Figure 4-4: Percent of 15- to 29-Year-Olds Buying Watches for Self in Last
    • 12 Months, Urban Youth vs. Others by Gender
  • Personal Care
    • Urban Teens Like the Glamorous Look
    • Table 4-20: Attitudes toward Personal Care of 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
    • Young Urban Males Use More Personal-Care Products
    • Table 4-21: Use of Personal-Care Products by 15- to 29-Year-Old Males, Urban Youth vs. Others by Age Group
    • Young Urban Females Show Distinct Patterns in Use of Personal-Care Products
    • Table 4-22: Use of Personal-Care Products by 15- to 29-Year-Old Females, Urban Youth vs. Others by Age Group
  • Automotive
    • Urban Youth Get Sense of Freedom from Driving
    • Table 4-23: Attitudes of 18- to 29-Year-Olds toward Driving, Urban Youth vs. Others
    • Urban Youth View Cars as Attention-Getters
    • Table 4-24: Attitudes of 18- to 29-Year-Olds toward Self-Image and Automobiles, Urban Youth vs. Others by Gender
    • Looks Most Important When Buying a Car
    • Table 4-25: Reasons 18- to 29-Year-Olds Buy a Car, Urban Youth vs.
    • Others by Gender
    • Vehicle Safety Not a Major Concern for Urban Youth
    • Table 4-26: Attitudes of 18- to 29-Year-Olds toward Safety, Urban Youth vs.
    • Others by Gender
    • SUVs Attract Young Urban Consumers
    • Table 4-27: Attitudes of 18- to 29-Year-Olds toward SUVs and Luxury
    • Vehicles, Urban Youth vs. Others by Gender
    • Young Urban Females More Likely to Buy New Cars
    • Table 4-28: Attitudes of 18- to 29-Year-Olds toward New Cars, Urban Youth
    • vs. Others by Gender
    • Foreign Cars Get Higher Marks
    • Table 4-29: Attitudes of 18- to 29-Year-Olds toward Foreign Cars, Urban
    • Youth vs. Others by Gender
  • Attitudes toward Food
    • Healthy Eating Has Low Priority
    • Table 4-30: Attitudes of 18- to 29-Year-Olds toward Healthy Eating, Urban Youth vs. Others by Gender
    • Dieting Not a Concern
    • Table 4-31: Attitudes of 18- to 29-Year-Olds toward Dieting, Urban Youth vs. Others
    • Snacking Important to Urban Youth
    • Table 4-32: Attitudes of 18- to 29-Year-Olds toward Snacking, Urban Youth vs. Others
    • New Drinks Get the Attention of Young Urban Consumers
    • Table 4-33: Attitudes of 18- to 29-Year-Olds toward New Foods, Urban
    • Youth vs. Others by Gender
    • Young Urban Females Like Prepared Foods
    • Table 4-34: Attitudes of 18- to 29-Year-Olds toward Prepared Foods, Urban Youth vs. Others
  • Personal Finance
    • Urban Youth See Selves as Spenders
    • Table 4-35: Selected Attitudes toward Personal Finances of 15- to 29-Year-Olds, Urban Youth vs. Others by Gender and Age Group
    • Table 4-36: Attitudes toward Saving of 15- to 17-Year-Olds, Urban Youth
    • vs. Others by Gender
    • Young Urban Females Have High Regard for Financial Management Skills
    • Table 4-37: Attitudes of 18- to 29-Year-Olds toward Financial Management Skills, Urban Youth vs. Others by Gender
    • Urban Teens Receive Higher Allowances
    • Table 4-38: Financial Profile of 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
    • Young Urban Consumers Attracted to Debit Cards
    • Table 4-39: Use of Banking Services by 18- to 29-year-olds, Urban Youth vs. Others
• Chapter 5 How Urban Youth Use Leisure Time
  • Going Out
    • Urban Male Teens Go Out More
    • Table 5-1: 15- to 17-Year-Olds' Attitudes about Going Out, Urban Youth vs. Others by Gender
    • Among Older Urban Youth, Females More Likely to Go Out
    • Table 5-2: Attendance at Live Entertainment Events by 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • Urban Youth More Intensely Involved with Music
    • Urban Teens More in Touch with Music Scene
    • Table 5-3: Attitudes of 15- to 17-Year-Olds toward Music, Urban Youth vs. Others by Gender
    • Urban Male Teens See Stronger Link between Music and Fashion
    • Figure 5-1: Percent of 15- to 17-Year-Olds Who Say Their Style of Clothes Reflects Their Taste in Music, Urban Youth vs. Others by Gender
    • Table 5-4: Percent of 18- to 29-Year-Olds Owning Portable Audio Products, Urban Youth vs. Others by Gender
    • Urban Youth Major Force among Moviegoers
    • Table 5-5: Frequency of Movie Attendance by 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • able 5-6: When Movies Are Usually Seen by 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • Male Teens More Likely to Go to Movies
    • Table 5-7: Frequency of Movie Attendance by 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
    • Table 5-8: When Movies Are Usually Seen by 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
    • TV Commercials for Movies Get Urban Teens' Attention
    • Table 5-9: Reasons for Seeing a Movie of 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
    • Urban Youth Have Distinct Tastes in Movies
    • Table 5-10: Favorite Movie Genres of 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
    • Table 5-11: Favorite Movie Genres of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • Fast Food Gets Nod from Young Urban Males
    • Figure 5-2: Percent of 18- to 29-Year-Olds Going to Fast Food and Drive-in Restaurants, Urban Youth vs. Others by Gender
    • Table 5-12: Attitudes of 18- to 29-Year-Olds toward Fast Food, Urban Youth vs. Others
    • Table 5-13: Percent of 15- to 17-Year-Olds Going to Fast Food and Drive-In Restaurants, Urban Youth vs. Others by Gender
  • Home Entertainment
    • Video Games Get Nod from Older Hip-Hop Consumers
    • Figure 5-3: Percent of 15- to 17-Year-Olds Saying They Really Enjoy
    • Playing Video Games, Urban Youth vs. Others
    • Table 5-14: Percent of 18- to 29-Year-Olds Owning or Using Video Games, Urban Youth vs. Others by Age Group
    • Multiple Video Products Common in Urban Youth Households
    • Figure 5-4: Percent of 18- to 29-Year-Old Households with Three or More
    • TV Sets, Urban Youth vs. Others by Gender
    • Figure 5-15: Household Ownership of Video Products by 18- to 29-Year-
    • Olds, Urban Youth vs. Others by Gender
    • Home Audio Products Also More Popular
    • Table 5-16: Ownership of Home Audio Products by 18- to 29-Year-Olds,
    • Urban Youth vs. Others by Gender
• Chapter 6 Technology and the Internet
  • Urban Youth and Technology
    • Urban Youth Keep up with Technology
    • Table 6-1: Attitudes of 18- to 29-Year-Olds toward Technology, Urban Youth vs. Others by Gender
    • Urban Youth Influence Friends' Choice of Electronics Equipment
    • Table 6-2: Attitudes of 18- to 29-Year-Olds toward Technology, Urban Youth vs. Others by Gender
    • Young Urban Males Early Adopters of Electronics Equipment
    • Table 6-3: Attitudes of 18- to 29-Year-Olds toward Buying New Electronics Equipment, Urban Youth vs. Others
    • Price Less of an Issue
    • Table 6-4: Attitudes of 18- to 29-Year-Olds toward Price When Buying New Electronics Equipment, Urban Youth vs. Others by Gender
  • Mobile Media Platforms
    • Cell Phones More Common
    • Table 6-5: Percent of 15- to 29-Year-Olds Owning Cell Phones, Urban Youth vs. Others by Age Group and Gender
    • Text Messaging More Widespread
    • Figure 6-1: Percent of 15- to 29-Year-Olds with Text Messaging on Cell Phones, Urban Youth vs. Others by Age Group and Gender
    • Cell-Phone Internet Access Also More Common
    • Figure 6-2: Percent of 15- to 29-Year-Olds with Internet Access on Cell Phones, Urban Youth vs. Others by Age Group and Gender
    • Other Cell Phone Services Also More Heavily Used
    • Table 6-6: Use of Cell Phone Services by 18- to 29-Year-Olds, Urban Youth vs. Others
    • Table 6-7: Use of Cell Phone Services of 15- to 17-Year-Olds, Urban Youth vs. Others
  • Urban Youth and the Internet
    • Computers Prevail in Households of Older Urban Youth
    • Table 6-8: Ownership and Use of Computers by 15- to 29-Year-Olds, Urban Youth vs. Others by Age Group and Gender
    • Young Urban Females Turn to the Internet More
    • Table 6-9: Use of the Internet by 15- to 29-Year-Olds, Urban Youth vs.
    • Others by Age Group and Gender
    • Internet Affects Lifestyle of Younger and Older Urban Youth in Different Ways
    • Table 6-10: Impact of Internet on Lifestyles of 15- to 29-Year-Olds, Urban Youth vs. Others
    • Choices of Web Sites Differ for Urban Teens
    • Table 6-11: Popular Web Sites of 15- to 17-Year-Olds, Urban Youth vs.
    • Others by Gender
    • Table 6-12: Popular Web Sites of 18- to 29-Year-Olds, Urban Youth vs.
    • Others by Gender
    • Young Urban Females Major Users of Internet
    • Table 6-13: Online Activities of 15- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • Urban Youth Prime Targets for E-Mail Marketing
    • Table 6-14: Impact of Internet on Shopping Behavior of 18- to 29-Year-Olds, Urban Youth vs. Others
    • Female Urban Teens Buy Online
    • Figure 6-3: Percent of 15- to 29-Year-Olds Placing Any Internet Order in
    • Last 30 Days, Urban Youth vs. Others by Age Group and Gender
• Chapter 7 Media Usage
  • Print Media
    • Young Urban Males Trust Newspapers
    • Table 7-1: Attitudes toward Newspapers of 18- to 29-Year-Olds, Urban
    • Youth vs. Others by Gender
    • Young Urban Males More Likely to Value Magazines
    • Table 7-2: Attitudes toward Magazines of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • Young Urban Males Read Mostly the Same Magazines as Other 18- to 29-
    • Year-Old Males
    • Table 7-3: Most Popular Magazines of 18- to 29-Year-Old Males, Urban
    • Youth vs. Others
    • able 7-4: Similarities and Differences in Magazines Popular with 18- to 29-Year-Old Males, Urban Youth and Others
    • Greater Differences in Magazine Choices of Urban Females
    • Table 7-5: Most Popular Magazines of 18- to 29-Year-Old Females, Urban Youth vs. Others
    • Table 7-6: Similarities and Differences in Magazines Popular with 18- to 29-Year-Old Females, Urban Youth and Others
  • Television
    • Urban Youth of All Ages More Hooked on TV
    • Table 7-7: Attitudes of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • Video on Demand Gets High Marks from Urban Youth
    • Table 7-8: Attitudes of 18- to 29-Year-Olds toward Pay per View and Video on Demand, Urban Youth vs. Others
    • Urban Youth Watch More Primetime Network TV
    • Table 7-9: Primetime Network TV Viewing Habits of 18- to 29-Year-Olds,
    • Urban Youth vs. Others by Gender.
    • Table 7-10: Networks Watched by 18- to 29-Year-Olds, Urban Youth vs. Others
    • Table 7-11: Showtypes Watched by 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
    • Urban Youth Choose Many Similar Cable Outlets
    • Table 7-12: Most Popular Cable TV Services of 18- to 29-Year-Old Males, Urban Youth vs. Others
    • Table 7-13: Similarities and Differences in Cable TV Services Popular with 18- to 29-Year-Old Males, Urban Youth and Others
    • Cable Choices Also Overlap among 18- to 29-Year-Old Urban Females
    • Table 7-14: Most Popular Cable TV Services of 18- to 29-Year-Old Females, Urban Youth vs. Others
    • Table 7-15: Similarities and Differences in Cable TV Services Popular with
    • 18- to 29-Year-Old Females, Urban Youth and Others
    • Urban Teen Cable Tastes Show Differences
    • Table 7-16: Most Popular Cable TV Services of 15- to 17-Year-Old Males, Urban Youth vs. Others.
    • Table 7-17: Similarities and Differences in Cable TV Services Popular with
    • 15- to 17-Year-Old Males, Urban Youth and Others
    • Table 7-18: Most Popular Cable TV Services of 15- to 17-Year-Old Females, Urban Youth vs. Others
    • Table 7-19: Similarities and Differences in Cable TV Services Popular with
    • 15- to 17-Year-Old Females, Urban Youth and Others
  • Radio
    • Radio Major Source of Entertainment for Urban Youth
    • Table 7-20: Attitudes of 18- to 29-Year-Olds toward Radio, Urban Youth vs. Others
    • Urban Youth Listen to Radio More
    • Figure 7-1: Percent of 18- to 29-Year-Olds Listening to Radio in Past Week, Urban Youth vs. Others by Gender
    • Radio Format Choices Include Surprises
    • Table 7-21: Most Popular Radio Formats of 18- to 29-Year-Old Males, Urban Youth vs. Others
    • Table 7-22: Most Popular Radio Formats of 18- to 29-Year-Old Females, Urban Youth vs. Others
    • Table 7-23: Most Popular Radio Formats of 15- to17-Year-Old Males, Urban Youth vs. Others
    • Table 7-24: Most Popular Radio Formats of 15- to 17-Year-Old Females,
    • Urban Youth vs. Others
  • Impact of the Internet on Media Usage
    • Internet Important Source of Entertainment but Has Less Impact on
    • Traditional Media Use by Urban Youth
    • Table 7-25: Impact of the Internet on Media Usage of 18- to 29-Year-Olds, Urban Youth vs. Others
    • Online Media Activities Analyzed
    • Table 7-26: Online Media Activities in Last 30 Days of 18- to 29-Year-Old Males, Urban Youth vs. Others
    • Table 7-27: Online Media Activities in Last 30 Days of 18- to 29-Year-Old Females, Urban Youth vs. Others
  • Media Trends
    • Mobile Media Platforms Target Urban Youth
    • Hip-Hop Consumers Continue to Attract Media Interest
• Section 3 Key Market Trends
• Chapter 8 Marketing and Advertising Trends
  • Receptivity of Urban Youth to Advertising
    • Young Urban Consumers Positive about Advertising
    • Table 8-1: Attitudes of 18- to 29-Year-Olds toward Advertising, Urban Youth vs. Others by Gender
    • Ads More Likely to Succeed with Urban Youth
    • Table 8-2: Attitudes of 18- to 29-Year-Olds toward Advertising, Urban Youth vs. Others by Gender
    • Outdoor Advertising Noticed by Urban Youth
    • Table 8-3: Attitudes of 18- to 29-Year-Olds toward Outdoor Advertising,
    • Urban Youth vs. Others by Gender
    • Hip-Hop Consumers Favorable toward TV Commercials
    • Table 8-4: Attitudes of 18- to 29-Year-Olds toward Television Advertising, Urban Youth vs. Others by Gender
    • Channel Surfing during Commercials More Common
    • Table 8-5: Attitudes of 18- to 29-Year-Olds toward Watching Commercials, Urban Youth vs. Others by Gender
    • Hip-Hop Consumers Pay Attention to Ads in Movie Theaters
    • Table 8-6: Attitudes of 18- to 29-Year-Olds toward Ads in Movie Theaters, Urban Youth vs. Others by Gender
    • Teen Hip-Hop Consumers Less Bothered by Internet Advertising
    • Table 8-7: Percent of 15- to 17-Year-Olds Saying Internet Advertising
    • "Not at All Useful," Urban Youth vs. Others by Gender and Type of Ad
  • Marketing and Advertising Trends
    • "Urban Marketing" No Longer a Niche Strategy in Youth Market
    • Hip-Hop Themes Geared toward Mainstream Market
    • Product Placement Rises to New Heights in Hip-Hop Consumer World
    • Mobile Marketing Gains Influence in Urban Youth Market
    • Grassroots Campaigns Remain Vital
    • DJs Become Marketers
    • Reebok Turns to Hip Hop to Revive Brand in Youth Market
• Chapter 9 Size and Growth of the Market
  • Size of the Market
    • Buying Power Used as Measure of Urban Youth Market
    • Buying Power of Young Urban Consumers Totals $496 Billion
    • Table 9-1: Buying Power of 15- to 29-Year-Old Urban Youth by Age Group and Race and Hispanic Origin, 2005
    • Figure 9-1: Buying Power of 15- to 29-Year-Old Urban Youth by Race and Hispanic Origin
  • Projected Growth
    • Demographic Trends to Affect Urban Youth Market Growth
    • Table 9-2: Growth in Population of 15- to 29-Year-Old Urban Youth by Age Group and Race and Hispanic Origin, 2005-2010
    • Figure 9-2: Growth in Population of 15- to 29-Year-Old Urban Youth,
    • Non-Hispanic White vs. Multicultural, 2005-2010
    • Number of Young Urban Consumers Will Grow 4.5% between 2005 and 2010
    • Table 9-3: Growth in Population of 15- to 29-Year-Old Urban Youth by Race and Hispanic Origin, 2005-2010
    • Table 9-4: Percent Growth in Population of 15- to 29-Year-Old Urban Youth by Race and Hispanic Origin, 2005-2010
    • Figure 9-3: Percent of Total Growth in 15- to 29-Year-Old Urban Youth
    • Buying Power by Race and Hispanic Origin, 2005-2010
    • Buying Power Will Total $644 Billion in 2010
    • Table 9-5: Buying Power of 15- to 29-Year-Old Urban Youth by Age Group and Race and Hispanic Origin, 2010
    • Table 9-6: Growth in Buying Power of 15- to 29-Year-Old Urban Youth by
    • Age Group and Race and Hispanic Origin, 2005 vs. 2010
    • Table 9-7: Buying Power of 15- to 29-Year-Old Urban Youth by Age Group and Race and Hispanic Origin, 2005 vs. 2010
• Chapter 10 Trends and Opportunities
  • Strategic Trends
    • "Mainstream" Means More than Just "Suburban"
    • New Media Accelerate Mainstreaming of Hip-Hop Culture
    • Influence of Hip Hop on Consumer Behavior of Youth Transcends
    • Demographic and Geographic Boundaries
  • Emerging Opportunities
    • Hip-Hop Consumers Prime Customers for Wireless Industry
    • Auto Makers See Profits in Hip Hop
    • Urban Apparel Brands Seize Opportunities to Move Upmarket
    • Jewelry Industry Has More to Gain from Urban Youth Market
    • Thirty-Something Consumers with Hip-Hop Mindset Present Major Opportunities
    • Table 10-1: Fashion Attitudes of 30- to 39-Year-Olds, Urban vs. Others
    • Table 10-2: Apparel Purchases by 30- to 39-Year-Olds, Urban vs. Others by Gender
    • Figure 10-1: Percent of 30- to 39-Year-Olds Buying Athletic Shoes and Jeans in the Last 12 Months, Urban vs. Others by Gender
    • Figure 10-2: Percent of 30- to 39-Year-Olds Purchasing Watches in the Last 12 Months, Urban vs. Others by Gender
    • Table 10-3: Use of Personal-Care Products by 30- to 39-Year-Old Males, Urban vs. Others
    • Table 10-4: Use of Personal-Care Products by 30- to 39-Year-Old Females, Urban vs. Others
    • Table 10-5: Profile of 30- to 39-Year-Old Automotive Consumers, Urban vs. Others
• Appendix: Addresses of Selected U.S. Urban Youth Market Resources