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The U.S. Youth Market, 2nd Edition, new Packaged Facts report, analyzes the lifestyles and attitudes of the 42 million young consumers in the 15- to 24-year-old age group. By using data from both the Simmons Teens and the Simmons Adult National Consumer Surveys, the report allows marketers to key on the similarities and differences between kids approaching their late teens (15- to 17-year-olds) and young consumers entering adulthood (18- to 24-year-olds).

The first section of the report contains a detailed demographic profile of the youth market, including population projections, income and employment patterns, school enrollment data, and trends in living arrangements. The report continues with an in-depth analysis of the consumer behavior of 15- to 24-year-olds and provides an overview of consumer expenditure patterns, shopping behavior, and profiles of consumer attitudes in key areas including food, fashion, and finances. The report then focuses on how technological advances such as multi-feature cell phone handsets are transforming media usage and entertainment choices within the youth market. Separate chapters are devoted to the all-important college segment and trendsetting urban youth segment of the market. The final section of the report identifies key trends in the market, including projected growth rates, new marketing strategies and advertising platforms emerging in the youth market, and strategic trends and opportunities.

Most young consumers have grown up with the Internet and take for granted the ongoing revolution in their media environment. American youths are now driving a phenomenal increase in text messaging volume and other wireless data services, and they are leading the way in adopting new devices such as portable digital audio players. The fast pace of change in the lives of these young consumers continues to test the ingenuity of marketers and advertisers seeking to capture a share of this $485 billion market.

Report Methodology
The information in The U.S. 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 late teen/early adult 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.

What You’ll Get in this Report
Learn about how some marketers are pushing the technological envelope to capture the attention of young consumers. Find out whether those in their 20s are more open to traditional advertising than their teenage counterparts. Learn about the profound shift in spending priorities now underway among young consumers.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is interested in reaching the lucrative 15- to 24-year-old consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about teens and young adults not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the U.S. teen and young adult 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.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for teens and young adults.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the 15-to-24-year-old consumer.
• Advertising agencies to develop messages and images that compel young adults 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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