The Young Adult Market: Generation X Grows Up

Jul 1, 2001
251 Pages - Pub ID: LA376471
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This completely new Packaged Facts report analyzes the consumer behavior and purchasing power of the 37 million young adults in the 25- to 34-year-old age group, most of whom are members of Generation X. The report begins with a comprehensive overview of the key demographic features of this influential consumer group, such as employment and income patterns and family structure, and then offers an assessment of the size and growth of the young adult market. The report continues with a profile of the consumer behavior of 25- to 34-year-olds, including their shopping behavior, expenditure patterns, and then provides an in-depth analysis of their online shopping and buying patterns. Following a review of the media targeting young adults—including television, radio, print, and Internet—marketing and advertising strategies used in the young adult market are assessed. The report concludes with a series of case studies of companies active in the 25- to 34-year-old market. Appendices include information about resources available to companies interested in the young adult market and examples of advertisements targeting the market.

Growing up in the 1970s and 1980s, members of Generation X were the first to be deeply affected by divorce, and they saw their families encounter several periods of economic turmoil. As a result, researchers studying the members of Generation X during their earlier years often found a relatively pessimistic and cautious group of consumers.

Now, however, members of Generation X have become young adults who are driving the new hi-tech economy, forming families, and becoming an increasingly positive economic force. The 37 million 25- to 34-year-olds have an aggregate income that exceeds $1.1 trillion, and they have a substantial influence on a wide variety of sectors. For example, research shows that the rate of homeownership in this age group is higher than that of the Baby Boom generation at an equivalent age. As a result, Generation X consumers are having a major impact on the furniture, housewares, and home improvement industry.

Learn about why young adults are turning to traditional values and family life and how this trend affects marketing strategies. Find out what makes 25- to 34-year-old consumers different from younger adults and older Boomers—and understand what they share in common. Discover how Generation X influences the purchasing decisions of family members and friends. Explore the online shopping behavior of this technology-savvy generation.

  1. Executive Summary
    Introduction
    • Background
    • Overview of Report

    Scope and Methodology
    • Scope of Report
    • Methodology

    Demographic Overview
    • Census 2000 Finds Nearly 40 Million Young Adults
    • Younger Segment of Young Adult Population Will Grow Substantially
    • Multicultural Young Adults Form Significant Presence
    • Most Young Adults Are Married But Singles Remain Important Segment
    • More Young Adult Women Choose Not to Have Children
    • Non-traditional Households Predominate
    • Young Adult Households Get Smaller
    • Fewer Young Adults Live with Family Members
    • Highest Mobility Rate Seen among 25- to 29-Year-Olds
    • Gen-X Women Better Educated than Men
    • Young Adults Benefit from Strong Economy
    • One in Four Young Adults Has Managerial or Professional Job
    • Aggregate Income of Young Adults Exceeds $1 Trillion
    • Average Annual Earnings of Young Adults Near $30,000
    • Homeownership Rate Declines among Young Adults
    • Young Adults Espouse Relatively Liberal Social and Political Views

    Survey of the Market
    • Young Adult Market Has Buying Power of $1 Trillion
    • Young Adults Represent Substantial Consumer Market
    • Fastest Growth Shown by 25- to 29-Year-Old Market Segment
    • Buying Power of 30- to 34-Year-Olds Will Approach $700 Billion in 2005
    • Young Adult Men Have Most Buying Power
    • Buying Power in Young Adult Market Will Exceed $1.2 Trillion

    Consumer Behavior
    • Young Adults Are Impulsive Buyers with Low Brand Loyalty
    • Expenditures of Young Adults Reflect Stage of Life
    • Young Adults Stay at Home
    • Young Adults Tied to the Internet
    • Young Adults Lead the Way in Online Shopping
    • Young Adults Shown to Be Eager Online Buyers

    Media
    • Many Young Adults Turn to Magazines
    • Magazines for Young Adult Men Shift Editorial Strategy
    • Fashion Magazines Adapt to New Young Adult Woman
    • Old-Line Broadcast Networks Fail to Attract Young Adults
    • Cable Networks Succeed
    • Internet Offers Alternative Channel to Young Adults
    • Young Adults Above-Average Radio Listeners

    Marketing, Promotional, and Advertising Strategies
    • Nostalgia Emerges as Key Theme
    • Marketers Leverage Back-to-Basics Desire
    • Gen X Responds to Sense of Adventure
    • Men Skew Younger, Women Skew Older
    • Advertisers Try Macho Messages with Young Adult Men
    • Marketers Appeal to Growing Stress among Gen-Xers
    • Uncertainty about the Future Provides Link for Financial-Services Marketers
    • Homebuilders Leverage Need for Community

    Case Studies of Companies Marketing to Young Adults
    • Beer Companies Attract Young Adult Customers
    • Young Adult Women Targeted by United Distillers & Vintners
    • Lee Jeans Introduces Riveted Brand for Contemporary Young Woman
    • Tommy Hilfiger Repositions Brand to Appeal to Younger Male Audience
    • Toyota Seeks to Recapture Young Adult Market
    • Ford Focus Campaign Succeeds with Generation X
    • Smucker Quality Beverages Revives Old Brand to Attract Young Adults
    • Avon Launches New Line Aimed at Young Adult Women
    • Crate & Barrel and Pottery Barn Open New Stores for Young Adults
    • Sears Makes Changes to Attract Younger Customers
    • Reynolds Wrap Uses Romance to Appeal to Gen-Xers
    • Hallmark Cards Introduces Line Aimed at Young Adults
  2. Demographic overview
    Market Definition
    • Young Adult Market Defined
    • Definitions of Generation X Vary
    • Media Treated Generation X Poorly in Early Years
    • Generation X Grows Up

    Size and Growth of Population
    • Census 2000 Finds Nearly 40 Million Young Adults
    • Table 2-1: Population of 25- to 34-Year-Olds vs. Other Age Groups, 2000
    • Women in the 30- to 34-Year-Old Age Bracket Are Largest Segment of Young Adult Population
    • Table 2-2: Number of 25- to 34-Year-Olds: by Gender, 2000
    • Total Young Adult Population Will Show Little Growth
    • Table 2-3: Growth in the Population of 25- to 34-Year-Olds, 2000-2010
    • But Younger Segment Will Grow Substantially
    • Figure 2-1: Population Trends for 25- to 29-Year-Olds and 30- to 34-Year-Olds, 2000 to 2010

    Race and Hispanic Origin
    • Multicultural Young Adults Form a Significant Presence
    • Table 2-4: Number of 25- to 34-Year-Olds: by Race, Hispanic Origin, and Gender, 2000
    • Young Adults Have Highest Percentage of Foreign-Born
    • Figure 2-2: Percent of Population Foreign-Born: by Age, 2000
    • Table 2-5: Percentage of Foreign-Born 25- to 34-Year-Olds: by Age Group, 2000
    • Many Young Adults Are Recent Immigrants
    • Table 2-6: Number of 20- to 29-Year-Old Immigrants, 1991-1998
    • Most Growth in 25- to 29-Year-Old Population Will Come from Multicultural Segment
    • Table 2-7: Size and Growth of the Population of 25- to 29-Year-Olds: by Race and Hispanic Origin, 2000 vs. 2005
    • Table 2-8: Distribution of the Population of 25- to 29-Year-Olds: by Race and Hispanic Origin, 2000 vs. 2005
    • Multicultural Influence Will Have Greater Impact on 30- to 34-Year-Olds
    • Table 2-9: Size and Growth of the Population of 30- to 34-Year-Olds: by Race and Hispanic Origin, 2000-2005
    • Table 2-10: Distribution of the Population of 30- to 34-Year-Olds: by Race and Hispanic Origin, 2000 vs. 2005
    • Multicultural Segments Will Account for Nearly 40% of Young Adult Population in 2005
    • Table 2-11: Size and Growth of the Population of 25- to 34-Year-Olds: by Race and Hispanic Origin, 2000-2005
    • Table 2-12: Distribution of the Population of 25- to 34-Year-Olds: by Race and Hispanic Origin, 2000 vs. 2005

    Household and Family Structure
    • Most Young Adults Are Married But Singles Remain Important Segment
    • Table 2-13: Marital Status of 25- to 34-Year-Olds, 1999
    • Marriage Rates Increase Rapidly with Age
    • Table 2-14: Marital Status of 25- to 34-Year-Olds: by Age, 2000
    • More Young Adult Women Choose Not to Have Children
    • Race and Ethnicity Affect Childbearing Patterns
    • Figure 2-3: Percentage of Childless 30- to 34-Year-Old Women, Selected Years, 1976 to 1998
    • Table 2-15: Distribution of 25- to 34-Year-Old Women by Number of Children Ever Born: by Race and Hispanic Origin, 1999
    • Childless Women Have Distinct Profile
    • Table 2-16: Childless 25- to 34-Year-Old Women: by Selected Demographic Characteristics, 1999
    • Non-traditional Households Predominate
    • Table 2-17: Households Headed by 25- to 34-Year-Olds: by Type of Household, Selected Years, 1970 to 1999
    • Young Adult Households Get Smaller
    • Fewer Young Adults Live with Family Members
    • Figure 2-4: Average Number of Persons in Households Headed by 25- to 34-Year-Olds, 1970 vs. 1999
    • Table 2-18: Living Arrangements of 25- to 34-Year-Olds, Selected Years, 1970 to 1999
    • Highest Mobility Rate Seen among 25- to 29-Year-Olds
    • Table 2-19: Mobility of 25- to 34-Year-Olds vs. Other Age Groups, 1990-1991 vs. 1998-1999

    Education
    • Young Adults Are Well Educated
    • Table 2-20: Educational Attainment of 25- to 34-Year-Olds, 1999
    • Gen-X Women Better Educated than Men
    • Educational Attainment Varies by Race and Ethnicity
    • Table 2-21: Educational Attainment of 25- to 34-Year-Olds: by Race and Hispanic Origin, 1999
    • Educational Gender Gap Applies Regardless of Race and Ethnicity
    • Table 2-22: Educational Attainment of 25- to 34-Year-Old Males: by Race and Hispanic Origin, 1999
    • Table 2-23: Educational Attainment of 25- to 34-Year-Old Females: by Race and Hispanic Origin, 1999
    • Young Adults Have Major Share of College and University Enrollment
    • Table 2-24: Enrollment of 25- to 34-Year-Olds in Degree-Granting Institutions: by Level and Attendance Status of Student, 1997
    • College Enrollment of Young Adults Will Grow over Next Decade
    • Table 2-25: Total Fall Enrollment of 25- to 34-Year-Olds in Degree-Granting Institutions, Selected Years, 1980-2010
    • Table 2-26: Enrollment of 25- to 34-Year-Olds in Degree-Granting Institutions as Percentage of Total Population of 25- to 34-Year-Olds and Total Enrollments, 2000 vs. 2010

    Occupational Patterns
    • Young Adults Benefit from Strong Economy
    • Table 2-27: Employment Status of 25- to 34-Year-Olds, 2000
    • One in Four Young Adults Has Managerial or Professional Job
    • Table 2-28: Occupations of 25- to 34-Year-Olds: by Age Segment, 1999
    • Conspicuous Differences between Occupational Profiles of Young Adult Men and Women
    • Table 2-29: Occupations of 25- to 34-Year-Olds: by Gender, 1999

    Economic Status
    • Aggregate Income of Young Adults Exceeds $1 Trillion
    • Table 2-30: Aggregate Money Income of 25- to 34-Year-Olds: by Gender and Age Group, 1999
    • Young Adult Women Have Above-Average Incomes
    • Table 2-31: Distribution of Money Income: 25- to 34-Year-Olds vs. All Ages over 15: by Gender, 1999
    • Average Annual Earnings of Young Adults Near $30,000
    • Table 2-32: Aggregate Earnings of 25- to 34-Year-Olds: by Gender and Work Experience, 1999
    • Young Adult Men with Full-Time Jobs Earn Average of $40,000
    • Table 2-33: Distribution of Money Income of Full-Time, Year Round Workers: 25- to 34-Year-Olds vs. All Ages over 15: by Gender, 1999
    • Young Adult Male Workers on Upward Track
    • Table 2-34: Distribution of Money Income of Full-Time, Year-Round Workers: 25- to 34-Year-Olds vs. Other Age Groups, 1999
    • Young Adult Women Still Earn Less than Men
    • Table 2-35: Aggregate Earnings of 25- to 34-Year-Olds Working Full-Time, Year-Round: by Gender, 1999
    • Education Premium Affects Earnings of Young Adults the Most
    • Table 2-36: Annual Earnings of 25- to 34-Year-Olds Working Full-Time, Year-Round: by Educational Attainment, 1999
    • Young Adult College Graduates Earn More than $431 Billion
    • Table 2-37: Annual Earnings of 25- to 34-Year-Olds: by Educational Attainment, 1999
    • Average Young Adult College Graduate Working Full-Time Earns More than $47,000 Annually
    • Table 2-38: Aggregate Annual Earnings of 25- to 34-Year-Olds with Bachelor's Degree or More: by Work Experience and Educational Attainment, 1999
    • Earnings of Minority Young Adults Still Trail
    • Table 2-39: Annual Earnings of 25- to 34-Year-Olds: by Race and Hispanic Origin, 1999
    • Table 2-40: Annual Earnings of 25- to 34-Year-Olds Employed Full-Time, Year-Round: by Race and Hispanic Origin, 1999
    • But Blacks Show Largest Earnings Gains over Past 15 Years
    • Table 2-41: Mean Annual Earnings of 25- to 34-Year-Olds: by Race and Hispanic Origin, 1987 vs. 1999
    • Gen-X Incomes Lagged in Early 1990s
    • Table 2-42: Mean Annual Income of 18- to 29-Year-Olds, Selected Years, 1972 to 1995
    • But Gained in the Late 1990s
    • Table 2-43: Mean Annual Income of 25- to 34-Year-Olds, Selected Years, 1979 to 1999
    • Table 2-44: Mean Family and Household Incomes of 25- to 34-Year-Olds, Selected Years, 1980-1999
    • Young Adults Plan for Their Financial Future
    • Homeownership Rate Declines among Young Adults
    • Figure 2-5: Homeownership Rates: 25- to 29-Year-Olds and 30- to 34-Year-Olds vs. Total U.S. Population, Selected Years, 1982-2000
    • Changes in Household Structure Affect Homeownership
    • Table 2-45: Homeownership Rates by Age of Householder and by Family Status: 25- to 34-Year-Olds vs. Other Age Groups, 1982 vs. 2000

    Values
    • Young Adults Espouse Relatively Liberal Social Views
    • Table 2-46: Religious Conservatives: 25- to 34-Year-Olds vs. Other Age Groups, Fall 2000
    • Table 2-47: Selected Social and Religious Attitudes: 25- to 34-Year-Olds vs. Other Age Groups, Fall 2000
    • More Young Adults Said to Seek Traditional Religious Experience
    • Political Orientation Also Is Liberal
    • Table 2-48: Political Identity: 25- to 34-Year-Olds vs. Other Age Groups, Fall 2000
    • Political Participation Increases with Age
    • Table 2-49: Voter Participation: 25- to 34-Olds vs. Other Age Groups, 1998
    • Table 2-50: Voter Participation of 25- to 34-Olds: by Selected Age Cohorts, 1994 vs. 1998
    • Young Adults Seek Balance between Work and Family
    • Table 2-51: Attitudes toward Work and Money of 25- to 34-Year-Olds vs. Other Age Groups, Fall 2000
    • Table 2-52: Attitudes toward Family and Work: Psychographic Profile of 25- to 34-Year-Olds vs. Other Age Groups, Fall 2000
    • Young Adults Feel Stressed
    • Young Adult Women Maintain Family Orientation
    • Table 2-53: Attitudes toward Family and Work of 25- to 34-Year-Olds: by Gender, Fall 2000
  3. Survey of the Market
    Market Trends
    • Many Young Adults Seek Traditional Family Life
    • But with a Technological Edge
    • Other Young Adults Seek to Disconnect from Technology
    • Young Adult Population Will Become More Diverse
    • Table 3-1: Estimated Number of Gay and Lesbian 25- to 34-Year-Olds, 2000
    • Young Adult Singles Offer Growth Prospects for Marketers
    • Young Adult Women in Their "Me Years" Seen as Growing Market Segment
    • Values of Generation X Will Affect Wide Range of Industries

    Size of the Market
    • Total Buying Power Key Measure
    • Young Adult Market Has Buying Power of $1 Trillion
    • Table 3-2: Buying Power of 25- to 34-Year-Olds, 2000
    • Young Adults Represent Substantial Consumer Market
    • Young Adult Consumers Spend Nearly $40 Billion in Restaurants
    • Table 3-3: Estimated Annual Expenditures for Food and Beverages by Consumer Units Headed by 25- to 34-Year-Olds, 2000
    • Table 3-4: Estimated Annual Expenditures for Food and Beverages by Consumer Units Headed by 25- to 34-Year-Olds, 2000
    • Young Adult Households Spend Billions on Daycare
    • Table 3-4: Annual Expenditures for Personal Services: 25- to 34-Year-Olds vs. Other Age Groups, 1999
    • Table 3-5: Estimated Annual Expenditures for Selected Categories of Household Operations and Housekeeping Supplies by Consumer Units Headed by 25- to 34-Year-Olds, 2000
    • Market for Household Furnishings and Equipment Exceeds $30 Billion
    • Table 3-6: Estimated Annual Expenditures for Household Furnishings and Equipment by Consumer Units Headed by 25- to 34-Year-Olds, 2000
    • Apparel Purchases Worth More than $42 Billion
    • Table 3-7: Estimated Annual Expenditures for Apparel and Footwear by Consumer Units Headed by 25- to 34-Year-Olds, 2000
    • Young Adults Represent $70-Billion Market for Auto Industry
    • Table 3-8: Estimated Annual Expenditures for Transportation by Consumer Units Headed by 25- to 34-Year-Olds, 2000
    • Drugs and Medical Supplies Amount to $4.6 Billion Market
    • Table 3-9: Estimated Annual Expenditures for Health Care by Consumer Units Headed by 25- to 34-Year-Olds, 2000
    • Young Adult Market for Personal-Care Products and Services Nears $8 Billion
    • Table 3-10: Estimated Annual Expenditures for Selected Personal Products and Services by Consumer Units Headed by
    • 25- to 34-Year-Olds, 2000
    • Entertainment Market Tops $37 Billion
    • Table 3-11: Estimated Annual Expenditures for Entertainment by Consumer Units Headed by 25- to 34-Year-Olds, 2000

    Projected Market Growth
    • Growth Assumptions Reviewed
    • Fastest Growth Shown by 25- to 29-Year-Old Market Segment
    • Table 3-12: Projected Growth in Buying Power of 25- to 29-Year-Olds, 2000-2005
    • Buying Power of 30- to 34-Year-Olds Will Approach $700 Billion in 2005
    • Table 3-13: Projected Growth in Buying Power of 30- to 34-Year-Olds, 2000-2005
    • Young Adult Men Have Most Buying Power
    • Table 3-14: Projected Growth in Buying Power of 25- to 34-Year-Old Men, 2000-2005
    • Buying Power of Young Adult Women Exceeds $400 Billion
    • Table 3-15: Projected Growth in Buying Power of 25- to 34-Year-Old Women, 2000-2005
    • Buying Power in Young Adult Market Will Exceed $1.2 Trillion
    • Table 3-16: Projected Growth in Buying Power of 25- to 34-Year-Olds, 2000-2005
  4. Consumer Behavior
    Shopping Behavior and Buying Style
    • Young Adult Shoppers Display Distinct Psychographic Profile
    • Table 4-1: Shopping Profile: 25- to 34-Year-Olds vs. Other Age Groups, Fall 2000
    • Young Adult Shoppers Show Low Interest in Environmentally Safe Products
    • Table 4-2: Buying Style of 25- to 34-Year-Olds vs. Other Age Groups: by Attitudes toward Environmental Issues, Fall 2000
    • Young Adults See Themselves as Impulsive Buyers
    • Table 4-3: Buying Style of 25- to 34-Year-Olds vs. Other Age Groups: by Selected Characteristic, Fall 2000
    • Gen-X Shoppers Demonstrate Little Loyalty to Brands
    • Table 4-4: Attitudes toward Brand Loyalty: 25- to 34-Year-Olds vs. Other Age Groups, Fall 2000
    • Gender Gap Evident among Young Adult Shoppers
    • Table 4-5: Buying Style of 25- to 34-Year-Olds: by Gender and Selected Attitudes, Fall 2000
    • Young Adult Women Like Catalog Shopping
    • Table 4-6: Mail Order, Phone Order, and Catalog Shopping Behavior: 25- to 34-Year-Olds vs. Other Age Groups, Fall 2000
    • Table 4-7: Mail Order, Phone Order, and Catalog Shopping Behavior: 25- to 34-Year-Old Females vs.
    • 25- to 34-Year-Old Males, Fall 2000
    • Young Adult Women Most Likely to Shop for Children's Clothes But Men Favor Sporting-Goods Stores
    • Table 4-8: Leading Discount, Department, and Children's Stores Frequented by 25- to 34-Year-Olds: by Gender, Fall 2000

    Expenditure Patterns
    • Many Young Adult Consumer Units Spend $50,000 or More
    • Table 4-9: Aggregate Annual Expenditures of 25- to 34-Year-Olds, 1999
    • Expenditures of Young Adults Reflect Stage of Life
    • Table 4-10: Annual Consumer Expenditures: 25- to 34-Year-Olds vs. Other Age Groups: by Percent of Total Expenditure Allocated to Selected Expenditure Categories, 1999
    • Young Adults Spend Less on Fruits and Vegetables
    • Table 4-11: Annual Expenditures for Food and Beverages: 25- to 34-Year-Olds vs. All Consumers, 1999
    • Meal Preparation at Home Is Limited
    • Young Adults Say They Don't Have Time to Prepare and Eat Healthy Foods
    • Table 4-12: Attitudes toward Health of 25- to 34-Year-Olds vs. Other Age Groups, 2000
    • Furniture Expenditures Exceed Average
    • Table 4-13: Annual Expenditures for Household Supplies, Furnishings, and Equipment: 25- to 34-Year-Olds vs. All Consumers, 1999
    • Young Adults Spend the Most on Telecommunications
    • Table 4-14: Annual Expenditures on Telephone Services: 25- to 34-Year-Olds vs. Other Age Groups, 1999
    • Young Adult Men Heavy Users of Cell Phones
    • Young Adults Are Early Adopters of Consumer Electronics
    • Young Adults Place High Priority on Apparel and Footwear Expenditures
    • Table 4-15: Annual Expenditures for Apparel and Footwear: 25- to 34-Year-Olds vs. All Consumers, 1999
    • Young Adults More Likely to Buy Used Cars and Trucks
    • Table 4-16: Annual Expenditures for Transportation: 25- to 34-Year-Olds vs. All Consumers, 1999
    • Health-Care Expenditures Rank Low
    • Table 4-17: Annual Consumer Expenditures for Health Care: 25- to 34-Year-Olds vs. All Consumers, 1999
    • Table 4-18: Health Insurance Coverage: 25- to 34-Year-Olds vs. Other Age Groups, 1999
    • Expenditures on Personal-Care Products Are Below Average
    • Table 4-19: Annual Consumer Expenditures for Personal-Care Products and Other Personal Goods and Services: 25- to 34-Year-Olds vs. All Consumers, 1999
    • Young Adults Stay at Home
    • Table 4-20: Annual Consumer Expenditures for Entertainment: 25- to 34-Year-Olds vs. All Consumers, 1999

    Young Adults and the Internet
    • Young Adults Tied to the Internet
    • Table 4-21: Access to Online Services: 25- to 34-Year-Olds vs. Other Age Groups, Fall 2000
    • Women Equal Men on the Internet
    • Young Adult Women Key Online Market Segment
    • Table 4-22: Access to Online Services by 25- to 34-Year-Olds: by Gender, Fall 2000
    • Income Affects Access to Online Services
    • Table 4-23: Access to Online Services by 25- to 34-Year-Olds: by Gender, Race, and Hispanic Origin, Fall 2000
    • Young Adult Population Includes Heavy Internet Users
    • Table 4-24: Usage of Online Services: 25- to 34-Year-Olds vs. Other Age Groups: by Volume of Usage, Fall 2000
    • Young Adults Lead the Way in Online Shopping
    • Table 4-25: Usage of Online Services: 25- to 34-Year-Olds vs. Other Age Groups: by Type of Usage, Fall 2000
    • More Power-Users among Young Adult Men
    • Table 4-26: Usage of Online Services by 25- to 34-Year-Olds: by Volume of Usage and Gender, Fall 2000
    • Men and Women Have Different Online Habits
    • Table 4-27: Usage of Online Services by 25- to 34-Year-Olds: by Volume, Type of Usage, and Gender, Fall 2000
    • Asian American Young Adults Are Heaviest Users of Online Services
    • Table 4-28: Usage of Online Services by 25- to 34-Year-Olds: by Volume, Type of Usage, and Gender, Fall 2000
    • Young Adults Shown to Be Eager Online Buyers
    • But Boomers Spend More
    • Young Adult Women Favor Web Sites Geared toward Mothers and Children
    • Young Adult Women Resist Buying High-End Cosmetics Online
    • Young Adults Give Highest Rating to Online Grocery Shopping
    • Internet Used to Research Furniture Purchases
  5. Media
    Print
    • Many Young Adults Ignore Newspapers
    • Table 5-1: Newspaper Involvement: 25- to 34-Year-Olds vs. Other Age Groups, Fall 2000
    • And Turn to Magazines
    • Table 5-2: Magazine Involvement: 25- to 34-Year-Olds vs. Other Age Groups, Fall 2000
    • Magazines for Young Adult Men Shift Editorial Strategy
    • New Look of Details Emphasizes Style
    • Maxim Targets "Adultescents"
    • Young Adult Women Look to Magazines
    • Table 5-3: Magazine Preferences: 25- to 34-Year-Old Females vs. Females in Other Age Groups, Fall 2000
    • Fashion Magazines Adapt to New Young Adult Woman
    • Dwell Magazine Attracts Affluent, Urban Young Adults

    Television
    • Young Adults' TV Involvement Average
    • Table 5-4: TV Involvement: 25- to 34-Year-Olds vs. Other Age Groups: by Format, Fall 2000
    • Young Adult Women Most Likely to View Weekday TV
    • Table 5-5: Network TV Viewing Habits of 25- to 34-Year-Olds vs. Other Age Groups: by Time of Day, Fall 2000
    • Old-Line Networks Fail to Attract Young Adults
    • Tale 5-6: Primetime Network TV Viewing Habits: 25- to 34-Year-Olds vs.Other Age Groups: by Network, Fall 2000
    • Age and Gender Differences Revealed in Choice of TV Shows
    • Table 5-7: TV Viewing Habits of 25- to 34-Year-Olds vs. Other Age Groups: by Time of Day and Type of Show, Fall 2000
    • Cable Networks Develop Original Programming for Young Adult Males
    • Comedy Central Succeeds with Young Adult Male Viewers
    • Nick at Nite Claims Number-One Position among Young Adults
    • ESPN Targets Young Adult Men with Interactive Television
    • VH1 Stays Current with Young Adult Audience
    • HBO Introduces "KO Nation" to Attract Young Male Viewers

    New Media
    • UnderGround Online Targets Young Adult Males
    • Comedy Central Expands Young Adult Audience with Web Site
    • VH1.com Targets Young Adults

    Radio
    • Young Adults Above-Average Radio Listeners
    • Table 5-8: Radio Involvement of 25- to 34-Year-Olds vs. Other Age Group, Fall 2000
    • Young Adults Have Distinct Listening Preferences
    • Table 5-9: Preferred Radio Formats of 25- to 34-Year-Olds, Fall 2000
    • Marketing, Promotional, and Advertising Strategies
    • Marketing Fundamentals
    • Nostalgia Emerges as Key Theme
    • Marketers Leverage Back-to-Basics Desire
    • Gen X Responds to Sense of Adventure
    • Men Skew Younger, Women Skew Older
    • Advertisers Try Macho Messages with Young Adult Men
    • Marketers Appeal to Growing Stress
    • Style Important but So Is Value
    • Friends Are Family Too

    Overview of Marketing Strategies
    • Offering Convenience Seen as Key to Marketing Success
    • Marketers Seek Ways to Counter "Brand-Surfing" of Generation X
    • Young Adults Respond to Relationship Marketing
    • Gen-Xer's Uncertainty about the Future Provides Link for Financial-Services Marketers
    • Message to Marketers: Show More Respect to Gen-X Women
    • Catalog Marketers Advised to Pay Attention to Generation X
    • Homebuilders Tap into Gen-X Need for Community
    • Researchers Caution on Need to Consider Psychographic Dimensions of Young Adult Population

    Advertising Strategies and Campaigns
    • Nissan Tries Different Campaigns for Different Segments of Young Adult Market
    • Regional Chains Develop Campaigns to Compete for Young Adult Customers and Their Families
    • Shamrock Foods Reaches Out to Busy Moms
    • Ads Aim to Redefine Corningware for Gen-X Women
    • LA Museum Ads Seek to Find Young Adults
    • Johnny Walker Designs Campaign for Younger Drinkers
    • Labatt USA Advertises to Young Adults
    • Esprit Uses Nostalgia to Attract Women in Their Twenties
    • Diet Coke Campaigns Appeal to Young Adults
    • Char-Broil Uses Macho Theme to Target Young Adult Men
    • Lucky Magazine Uses Unconventional Ad
  6. Case Studies of Companies Marketing to Young Adults
    Alcoholic Beverages
    • Beer Companies Attract Young Adult Customers
    • Young Adult Women Targeted by United Distillers & Vintners
    • Barton Brands and Allied Domecq Turn to Young Adults
    • Companies Launch Lower-Alcohol Beverages to Appeal to Young Adults
    • Premixed Energy Drinks Aimed at Generation X

    Apparel
    • Jones Apparel Group Launches Nine West Line to Appeal to Young Adult Women
    • Lee Jeans Introduces Riveted Brand for Contemporary Young Woman
    • Levi Strauss and Tommy Hilfiger Reposition Brands to Appeal to Younger Male Audience

    Automotive
    • Toyota Seeks to Recapture Young Adult Market
    • Ford Focus Campaign Succeeds with Generation X

    Food and Beverages
    • Nestlé Targets Younger Coffee Drinkers
    • Breyers Ice Cream Seeks to Attract a Younger Audience
    • Smucker Quality Beverages Revives Old Brand to Attract Young Adults
    • Minute Maid's Premium Lemonade Focuses on the Young Adult Market
    • Balance Bar Targets Young Adult Women with Jenny Craig Nutrition Bars

    Personal Care
    • Avon Launches New Line Aimed at Young Adult Women
    • Liz Claiborne Fragrances Use Nostalgia to Appeal to Young Adults
    • L'Oreal Targets both Young Adult Men and Women with New Product Lines

    Retail
    • Crate & Barrel and Pottery Barn Open New Stores Targeting Young Adults
    • Sears Makes Changes to Attract Younger Customers
    • Ames Department Stores Cater to Young Adult Women
    • Parade of Shoes Creates Strategy for Young Adult Women

    Other Sectors
    • Reynolds Wrap Uses Romance to Appeal to Gen-Xers
    • Hallmark Cards Introduces Line Aimed at Young Adults
    • Nintendo's Mature Video Games Appeal to Older Audience

    Appendix I: Examples of Young Adult Market Advertising
    Appendix II: Addresses of Selected Young Adult Market Resources
    • Advertising/Marketing
    • Publications
    • Media

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