Abstract
This completely new Packaged Facts report builds upon the innovative and
groundbreaking findings of the 2006 Packaged Facts report The U.S. Urban Youth
Market, which analyzed the consumer choices of the tens of millions of 15- to
29-year-olds who connect with hip-hop music. This expanded and updated 2008
report provides an in-depth view of how hip-hop culture continues to influence
the lifestyle and buying decisions of Young Urban Consumers as young as 12 and
as old as 34.
The 37 million Young Urban Consumers analyzed in this report live in all parts
of the country and have an urban mindset, regardless of whether they live in a
city, a suburb or a small town. Young Urban Consumers enjoy an aggregate
income of $600 billion, and they love to shop and spend. These trendsetters
and influencers who affiliate with hip-hop culture exercise a powerful impact
on the direction of the fashion, media, entertainment and other key
consumer-focused industries.
The first section of the report begins with an overview of strategic trends
and opportunities in the Young Urban Consumer market. The report continues
with an assessment of the buying power of Young Urban Consumers, a profile of
the demographics of the Young Urban Consumer population and a discussion of
how the core values of Young Urban Consumers differ from those of others their
age.
The next section of the report analyzes how Young Urban Consumers spend money
and includes a chapter on their personal finances, shopping behavior and
buying patterns. Another chapter highlights consumer behavior patterns in
fashion, personal care and food.
The final section of the report focuses on how Young Urban Consumers spend
their leisure time. There is a chapter on leisure and entertainment choices,
including home entertainment as well as going out to live entertainment
events, the movies and restaurants. Another chapter provides an assessment of
the media consumption habits of Young Urban Consumers and includes a detailed
analysis of magazine readership, television viewing, radio listening and the
impact of the Internet on traditional media usage.
Report Methodology
This report is based on information collected directly from firms active in
the Young Urban Consumer market, a thorough analysis of relevant industry and
trade publications and websites, and Census Bureau population and income data.
Data on the consumer behavior of Young Urban Consumers are derived from the
Spring 2007 Simmons Market Research Bureau National Consumer Surveys of adults
and teens. The report also highlights primary data compiled by Los Angeles,
California-based New American Dimensions and Oakland, California-based Carol
H. Williams Advertising.
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