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This new Packaged Facts report presents an in-depth analysis of the urban youth market and shows why this rapidly evolving multicultural market is of vital importance to marketers. The urban youth market potentially includes the more than 40 million 12- to 24-year-olds living in metropolitan areas of the United States. This fast-growing market is important in its own right because of the increasing purchasing power of the teens and young adults who are part of the market. Even more important is the fact that the urban youth market is driven by trendsetters who have a major impact on the consumer preferences of teens and young adults in the general market in the United States and worldwide. This Packaged Facts report highlights why and how the influence of the urban youth market now extends across a broad range of industries, including apparel, automotive, footwear, beverages, consumer electronics, and all facets of the entertainment industry. Find out why companies entering the urban youth market today will be better prepared to compete in the mainstream market of tomorrow. Learn how urban marketers use non-traditional advertising media and "street marketing teams" to get consumer inputs and launch new products. Explore ways to leverage peer influence to elevate brands.
This new Packaged Facts report presents an in-depth analysis of the urban youth market, which includes more than 40 million teens and young adults between the ages of 12 and 24 who live in cities. This rapidly growing multicultural market is vitally important in its own right because of the expanding purchasing power of these urban teens and young adults. Perhaps even more important, the urban youth market is driven by trendsetters who have a major impact on consumer preferences in the general market in the United States and worldwide in a wide range of industries, including apparel, footwear, soft drinks, packaged foods, personal-care products, and all facets of the entertainment industry. The report shows how the urban youth market is the source of influential advertising styles and themes that have found their way into general-market advertising campaigns.
The cultural basis of the urban youth market lies in hip-hop, which evolved from an expression of protest by young African-American males during the 1970s into a range of artistic styles that found their way into fashion as well as music during the 1980s and 1990s. The urban youth market is anchored by a “cultural triangle” of fashion, music, and sports, and it is uniquely characterized by intangibles such as hip style and edgy attitudes.
In addition to assessing the purchasing power and broader market influence of African-Americans in the urban youth market, this Packaged Facts report shows how young Hispanics are becoming an increasingly powerful force in this market. It reviews the growing importance of Asian-American teens and young adults in the urban youth market.
Marketers have learned that the urban youth market does not respond to mass media and traditional marketing and advertising approaches. This Packaged Facts report provides insights into how companies targeting the market have turned to non-traditional advertising media and alternative promotional tools. Explore ways to leverage peer influence to raise the profile of your brand. Find out how marketers use “street teams” and “cool hunters” to track consumer trends and influence purchasing decisions. Discover the impact of the Internet on urban marketing and learn about the growing attention paid by traditional media, including television, radio, and magazines, to this important market.
Packaged Facts Study Defines Urban Youth Culture; Shows Strong Urban Influence On Mainstream Trends
MarketResearch.com, the premiere business intelligence marketplace, announced the release of a new study “The U.S. Urban Youth Market: Targeting the Trendsetters” by Packaged Facts. Divided into “leaders” and “followers”, the urban youth population consists of more than 10 million 12 to 24 year olds living in U.S. metropolitan areas who will spend an estimated $70.3 million by the end of 2000. According to the study, purchasing decisions from fashion and music to food and beverages are based on an overriding desire to remain outside the mainstream – a desire that can prove challenging to marketers and manufacturers.
“Those brand names and product lines that gain popularity through urban youth support run the risk of alienating their core customer if they attempt to appeal directly to mainstream America,” said Claire Madden, VP of Marketing for MarketResearch.com. “There is a perception from urban youth that these manufacturers are ignoring their origins and trying to be more acceptable to suburbia – in short, they are selling out. Once named a sell-out, it is only a matter of time before a brand or product falls from cutting edge status and sales plummet. “
According to the study, the list of must-have products is decided by ‘leaders’ of the urban youth culture; a list that is then filtered through urban ‘followers’ and out to mainstream America. Actively involved in the hip-hop scene, ‘leaders’ look to rap artists for style choices, and take great satisfaction from owning the ‘right’ brands. The study also shows that urban youth like to try new products before mainstream America and feel the need to keep up with the latest styles. Reaching the leaders means reaching the majority of modern youth, regardless of ethnicity, class or geography.
Scope and Methodology
Scope of Report
This Packaged Facts report analyzes the urban youth market, which potentially includes the more than 40 million teens and young adults between the ages of 12 and 24 who live in metropolitan areas of the United States. The two age groups analyzed by this report are 12- to 17-year-olds and 18- to 24-year-olds.
Packaged Facts defines the urban youth market in terms of two key segments. The first is the primary segment of the urban youth market, which consists of the purchasing power directly controlled by “Leaders,” a population group composed of urban youth who affiliate most actively with hip-hop culture. African-American youth living in central cities have been the most influential Leaders in the primary segment of the urban youth market, while other multicultural central-city and suburban youth are also significant.
The Leaders in the primary segment of the market are trendsetters who, in addition to setting the tone for their own segment of the market, have a major impact on the consumer preferences of teens and young adults in the general market in the United States and worldwide. Their influence extends across a broad range of industries, including apparel, footwear, beverages, consumer electronics, and all facets of the entertainment industry.
As a result of the impact of Leaders setting trends in the primary market segment, the urban youth market also has a major secondary segment that comprises spending by “Followers.” These consumers are defined as other teens and young adults who are influenced, either directly or indirectly, by Leaders in the primary segment of the market. Teens and young adults can be influenced by trendsetting Leaders regardless of their ethnicity or place of residence, whether they are non-Hispanic whites living in rural areas of the United States or youths living in major urban centers in Europe and Asia. However, for purposes of this Packaged Facts analysis, the secondary segment of the urban youth market is defined as including 12- to 24-year-old Followers living in metropolitan areas of the United States.
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