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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.
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