The U.S. Urban Youth Market: Tapping the Power of the Trendsetting Hip-Hop Culture and Lifestyle is an innovative, new Packaged Facts report that analyzes the consumer choices made by the 24 million 15- to 29-year-olds who connect with hip-hop music and affiliate with hip-hop culture. The report conclusively shows why marketers need to view “urban” as a state of mind rather than a geographic place when targeting the $500 billion in purchasing power controlled by hip-hop consumers. It provides groundbreaking hard data on the power of hip-hop culture among millions of young consumers in smaller towns and cities as well as in major metropolitan areas. The report demonstrates the fundamental differences between trendsetting urban youth and others their age when they make decisions in a wide range of areas including fashion, cars, media usage, and entertainment.

The report begins with a chapter establishing the size of the population of urban youth and analyzing various demographic characteristics such as income, education, and race and Hispanic origin. The report then highlights what makes hip-hop consumers different from other young consumers by identifying the core values of hip-hop culture. The next section provides a detailed analysis of how young urban consumers differ from others in their age group when shopping and buying in areas such as apparel, personal care, personal finance, automotive vehicles, and food. Other chapters analyze what hip-hop consumers do with their leisure time and how they use the Internet and other forms of technology. A separate chapter provides an in-depth analysis of media usage by urban youth, including print, television, and radio. The final section identifies key trends emerging in the urban youth market and includes chapters on marketing and advertising strategies, the buying power of urban youth, and strategic trends and opportunities.

Report Methodology
The information in The U.S. Urban Youth Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in youth and urban market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 25 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

How You Will Benefit from this Report
If your company is interested in understanding and reaching the lucrative urban youth consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about urban youth consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the urban youth population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for urban youth consumers.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the urban youth consumer.
• Advertising agencies to develop messages and images that compel urban youth to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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