• Urban Youth Not Only a Big-City Phenomenon
• Table 2-4: Population Distribution of 15- to 29-Year-Olds by Size of Metropolitan Area, Urban Youth vs. Others
• Urban Youth Most Likely to Live in Northeast
• Table 2-5: Regional Distribution of 15- to 29-Year-Olds, Urban Youth vs. Others

• Urban Youth More Likely to Be in College
• Table 2-6: Population Distribution of 18- to 29-Year-Olds by Educational Achievement, Urban Youth vs. Others
• Figure 2-4: Percent of 15- to 17-Year-Olds Who Say They Would Like to Go to College, Urban Youth vs. Others
• Urban Youth More Likely than Others Their Age to Be Single
• Table 2-7: Marital Status of 18- to 29-Year-Olds, Urban Youth vs. Others
• Middle Income Households Less Common
• Table 2-8: Distribution of 18- to 29-Year-Olds by Household Income, Urban Youth vs. Others
• Aggregate Income of Young Urban Consumers Totals $382 Billion
• Table 2-9: Aggregate Income of 15- to 29-Year-Old Urban Youth by Race and Hispanic Origin

• Hip-Hop Consumers Are Disproportionately Black
• Table 2-10: 15- to 29-Year-Olds by Race and Hispanic Origin, Urban Youth vs. Others
• Multicultural Hip-Hoppers in Majority in Major Metro Areas
• Table 2-11: Percent of 15- to 29-Year-Old Urban Youth Living inside and outside Major Metropolitan Areas by Race and Hispanic Origin
• Vast Majority of Multicultural Urban Youth Live in Larger Metro Areas
• Table 2-12: Percent of 15- to 29-Year-Old Urban Youth Living inside and outside Top 10 and Top 100 Metropolitan Areas by Race and Hispanic Origin
• Urban Youth Most Likely to Be Found among African Americans
• Table 2-13: Leading Urban Youth Segments by Age Group and Race and Hispanic Origin

Chapter 3 Core Values of Hip-Hop Culture

• Introduction
• An Existential View of Life
  • Anxiety and Alienation Mark Hip-Hop Culture
  • Table 3-1: Core Hip-Hop Value: Bravado in the Midst of Angst
  • Hip-Hop Consumers Live for the Moment
  • Table 3-2: Core Hip-Hop Value: Live for the Moment
  • Figure 3-1: 18- to 29-Year-Olds Who Say They Tend to Buy Things on the
  • Spur of the Moment, Hip-Hop-Consumers vs. Others
  
  
• Secular Values
  • Hip-Hop Consumers in Non-Metro Areas Most Likely to Have Secular Orientation
  • Table 3-3: Core Hip-Hop Value: Espouse Secular Values
  • Tolerance Key Value
  • Table 3-4: Core Hip-Hop Value: Show Tolerance
  
  
• Materialism as a Driving Force
  • Money Motivates Young Urban Consumers
  • Figure 3-2: 18- to 29-Year-Olds Who Say Money Is the Best Measure of Success, Hip-Hop Consumers vs. Others
  • Figure 3-3: 15- to 17-Year-Olds Who Say They Want to Be Rich, Hip-Hop Consumers vs. Others
  • Having a Career Has High Priority for Hip-Hop Consumers
  • Table 3-5: Core Hip-Hop Value: Pursue Material Success
  
  
• A Fundamental Values Paradox: Setting Trends while Following Fashion
  • Non-Conformity Seen as a Key Value
  • Table 3-6: Core Hip-Hop Value: Revel in Non-Conformity
  • Figure 3-4: 18- to 29-Year-Olds Who Say They Like to Stand Out in a Crowd, Hip-Hop Consumers vs. Others
  • Hip-Hop Consumers Place High Priority on Searching for New Experiences and Products
  • Table 3-7: Core Hip-Hop Value: Search for New Experiences and Products
  • Older Hip-Hop Consumers Define Selves as Influencers
  • Table 3-8: Core Hip-Hop Value: Be Ready to Influence Others
  • Urban Teens Also Are Influencers
  • Table 3-9: Core Hip-Hop Value: Create a Group of Followers
  • Adopting New Styles Unites Hip-Hop Consumers
  • Table 3-10: Core Hip-Hop Value: Be an Early Adopter
  • Hip-Hop Consumers Everywhere Focus on Keeping Up with Latest Fashions
  • Table 3-11: Core Hip-Hop Value: Follow Fashion
  • Teen Hip Hoppers Still Need to Follow the Crowd
  • Table 3-12: Core Hip-Hop Value: Fit in with Your Peers
  • Tracking and Following Trends Important to Teen Hip Hoppers Wherever They Live
  • Table 3-13: Core Hip-Hop Value: Follow the Latest Trends

Section 2 Consumer Behavior
Chapter 4 Highlights of Consumer Attitudes and Behavior

• Shopping Behavior
  • Urban Youth Like to Shop
  • Table 4-1: Attitudes toward Shopping of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Figure 4-1: Percent of 18- to 29-Year-Olds Visiting Shopping Mall in Last 4 Weeks, Urban Youth vs. Others by Gender
  • Urban Youth More Likely to Buy When They Shop
  • Figure 4-2: Percent of 18- to 29-Year-Olds Making Purchase at Department or Discount Store in Last 4 Weeks, Urban Youth vs. Others
  • by Gender
  • Brand Awareness High
  • Table 4-2: Brand Awareness of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Brand Loyalty Mixed
  • Table 4-3: Brand Loyalty of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Shopping a Social Event for Young Urban Consumers
  • Table 4-4: Attitudes of 18- to 29-Year-Olds toward Shopping with Friends, Urban Youth vs. Others by Gender
  • Low Prices Attract Urban Youth
  • Table 4-5: Impact of Price on Shopping Behavior of 18- to 29-Year-Olds,
  • Urban Youth vs Others by Gender.
  
  
• Fashion
  • Fashion Attitudes Reflect Hip-Hop Values
  • Table 4-6: Clothes and Self-Image of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Trying New Styles Important
  • Table 4-7: Attitudes of 18- to 29-Year-Olds toward New Clothing Styles,
  • Urban Youth vs. Others by Gender
  • Keeping up with Fashion Has High Priority
  • Table 4-8: Attitudes of 18- to 29-Year-Olds toward Fashion, Urban Youth vs. Others by Gender
  • Urban Youth Spend More on Clothes than They Can Afford
  • Table 4-9: Attitudes of 18- to 29-Year-Olds toward Shopping for Clothes,
  • Urban Youth vs. Others by Gender
  • Designer Labels Attract Young Urban Consumers
  • Table 4-10: Attitudes of 18- to 29-Year-Olds toward Designer Clothes,
  • Urban Youth vs. Others by Gender
  • Urban Youth Buy More Apparel
  • Table 4-11: Percent of 15- to 29-Year-Olds Buying Clothes, Jeans, and
  • Athletic Shoes in Past 12 Months, Urban Youth vs. Others by Gender
  • Urban Teens Go for Licensed Sports Apparel
  • Figure 4-3: Percent of 15- to 17-Year-Olds Buying Licensed Sports Apparel
  • in Past 12 Months, Urban Youth vs. Others by Gender
  • Urban Youth Have Distinct Brand Preferences When Buying Jeans
  • Table 4-12: Brands of Jeans Bought in Last 12 Months by 18- to 29-Year-Old Males, Urban Youth vs. Others
  • Table 4-13: Brands of Jeans Bought in Last 12 Months by 18- to 29-Year-Old Females, Urban Youth vs. Others
  • Table 4-14: Brands of Jeans Bought in Last 12 Months by 15- to 17-Year-Old Males, Urban Youth vs. Others
  • Table 4-15: Brands of Jeans Bought in Last 12 Months by 15- to 17-Year-Old Females, Urban Youth vs. Others
  • Basketball Shoes Top Category of Athletic Shoes for Young Urban Males
  • Table 4-16: Type of Sneakers/Athletic/Sports Shoes Bought in Last 12
  • Months by 18- to 29- Year-Olds, Urban Youth vs. Others by Gender
  • Table 4-17: Type of Sneakers/Athletic/Sports Shoes Bought in Last 12
  • Months by 15- to 17- Year-Olds, Urban Youth vs. Others by Gender
  • Young Urban Males More Likely to Pay for Own Clothes
  • Table 4-18: Clothes Shopping Patterns of 15- to 17-Year-Olds, Urban Youth vs. Others
  • Young Urban Males Buy More Watches
  • Table 4-19: Percent of 15- to 29-Year-Olds Buying Watches for Self or
  • Others in Last 12 Months, Urban Youth vs. Others by Gender
  • Figure 4-4: Percent of 15- to 29-Year-Olds Buying Watches for Self in Last
  • 12 Months, Urban Youth vs. Others by Gender
  
  
• Personal Care
  • Urban Teens Like the Glamorous Look
  • Table 4-20: Attitudes toward Personal Care of 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
  • Young Urban Males Use More Personal-Care Products
  • Table 4-21: Use of Personal-Care Products by 15- to 29-Year-Old Males, Urban Youth vs. Others by Age Group
  • Young Urban Females Show Distinct Patterns in Use of Personal-Care Products
  • Table 4-22: Use of Personal-Care Products by 15- to 29-Year-Old Females, Urban Youth vs. Others by Age Group
  
  
• Automotive
  • Urban Youth Get Sense of Freedom from Driving
  • Table 4-23: Attitudes of 18- to 29-Year-Olds toward Driving, Urban Youth vs. Others
  • Urban Youth View Cars as Attention-Getters
  • Table 4-24: Attitudes of 18- to 29-Year-Olds toward Self-Image and Automobiles, Urban Youth vs. Others by Gender
  • Looks Most Important When Buying a Car
  • Table 4-25: Reasons 18- to 29-Year-Olds Buy a Car, Urban Youth vs.
  • Others by Gender
  • Vehicle Safety Not a Major Concern for Urban Youth
  • Table 4-26: Attitudes of 18- to 29-Year-Olds toward Safety, Urban Youth vs.
  • Others by Gender
  • SUVs Attract Young Urban Consumers
  • Table 4-27: Attitudes of 18- to 29-Year-Olds toward SUVs and Luxury
  • Vehicles, Urban Youth vs. Others by Gender
  • Young Urban Females More Likely to Buy New Cars
  • Table 4-28: Attitudes of 18- to 29-Year-Olds toward New Cars, Urban Youth
  • vs. Others by Gender
  • Foreign Cars Get Higher Marks
  • Table 4-29: Attitudes of 18- to 29-Year-Olds toward Foreign Cars, Urban
  • Youth vs. Others by Gender
  
  
• Attitudes toward Food
  • Healthy Eating Has Low Priority
  • Table 4-30: Attitudes of 18- to 29-Year-Olds toward Healthy Eating, Urban Youth vs. Others by Gender
  • Dieting Not a Concern
  • Table 4-31: Attitudes of 18- to 29-Year-Olds toward Dieting, Urban Youth vs. Others
  • Snacking Important to Urban Youth
  • Table 4-32: Attitudes of 18- to 29-Year-Olds toward Snacking, Urban Youth vs. Others
  • New Drinks Get the Attention of Young Urban Consumers
  • Table 4-33: Attitudes of 18- to 29-Year-Olds toward New Foods, Urban
  • Youth vs. Others by Gender
  • Young Urban Females Like Prepared Foods
  • Table 4-34: Attitudes of 18- to 29-Year-Olds toward Prepared Foods, Urban Youth vs. Others
  
  
• Personal Finance
  • Urban Youth See Selves as Spenders
  • Table 4-35: Selected Attitudes toward Personal Finances of 15- to 29-Year-Olds, Urban Youth vs. Others by Gender and Age Group
  • Table 4-36: Attitudes toward Saving of 15- to 17-Year-Olds, Urban Youth
  • vs. Others by Gender
  • Young Urban Females Have High Regard for Financial Management Skills
  • Table 4-37: Attitudes of 18- to 29-Year-Olds toward Financial Management Skills, Urban Youth vs. Others by Gender
  • Urban Teens Receive Higher Allowances
  • Table 4-38: Financial Profile of 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
  • Young Urban Consumers Attracted to Debit Cards
  • Table 4-39: Use of Banking Services by 18- to 29-year-olds, Urban Youth vs. Others

Chapter 5 How Urban Youth Use Leisure Time

• Going Out
  • Urban Male Teens Go Out More
  • Table 5-1: 15- to 17-Year-Olds’ Attitudes about Going Out, Urban Youth vs. Others by Gender
  • Among Older Urban Youth, Females More Likely to Go Out
  • Table 5-2: Attendance at Live Entertainment Events by 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Urban Youth More Intensely Involved with Music
  • Urban Teens More in Touch with Music Scene
  • Table 5-3: Attitudes of 15- to 17-Year-Olds toward Music, Urban Youth vs. Others by Gender
  • Urban Male Teens See Stronger Link between Music and Fashion
  • Figure 5-1: Percent of 15- to 17-Year-Olds Who Say Their Style of Clothes Reflects Their Taste in Music, Urban Youth vs. Others by Gender
  • Table 5-4: Percent of 18- to 29-Year-Olds Owning Portable Audio Products, Urban Youth vs. Others by Gender
  • Urban Youth Major Force among Moviegoers
  • Table 5-5: Frequency of Movie Attendance by 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Table 5-6: When Movies Are Usually Seen by 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Male Teens More Likely to Go to Movies
  • Table 5-7: Frequency of Movie Attendance by 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
  • Table 5-8: When Movies Are Usually Seen by 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
  • TV Commercials for Movies Get Urban Teens’ Attention
  • Table 5-9: Reasons for Seeing a Movie of 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
  • Urban Youth Have Distinct Tastes in Movies
  • Table 5-10: Favorite Movie Genres of 15- to 17-Year-Olds, Urban Youth vs. Others by Gender
  • Table 5-11: Favorite Movie Genres of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Fast Food Gets Nod from Young Urban Males
  • Figure 5-2: Percent of 18- to 29-Year-Olds Going to Fast Food and Drive-in Restaurants, Urban Youth vs. Others by Gender
  • Table 5-12: Attitudes of 18- to 29-Year-Olds toward Fast Food, Urban Youth vs. Others
  • Table 5-13: Percent of 15- to 17-Year-Olds Going to Fast Food and Drive-In Restaurants, Urban Youth vs. Others by Gender
  
  
• Home Entertainment
  • Video Games Get Nod from Older Hip-Hop Consumers
  • Figure 5-3: Percent of 15- to 17-Year-Olds Saying They Really Enjoy
  • Playing Video Games, Urban Youth vs. Others
  • Table 5-14: Percent of 18- to 29-Year-Olds Owning or Using Video Games, Urban Youth vs. Others by Age Group
  • Multiple Video Products Common in Urban Youth Households
  • Figure 5-4: Percent of 18- to 29-Year-Old Households with Three or More
  • TV Sets, Urban Youth vs. Others by Gender
  • Figure 5-15: Household Ownership of Video Products by 18- to 29-Year-
  • Olds, Urban Youth vs. Others by Gender
  • Home Audio Products Also More Popular
  • Table 5-16: Ownership of Home Audio Products by 18- to 29-Year-Olds,
  • Urban Youth vs. Others by Gender

Chapter 6 Technology and the Internet

• Urban Youth and Technology
  • Urban Youth Keep up with Technology
  • Table 6-1: Attitudes of 18- to 29-Year-Olds toward Technology, Urban Youth vs. Others by Gender
  • Urban Youth Influence Friends’ Choice of Electronics Equipment
  • Table 6-2: Attitudes of 18- to 29-Year-Olds toward Technology, Urban Youth vs. Others by Gender
  • Young Urban Males Early Adopters of Electronics Equipment
  • Table 6-3: Attitudes of 18- to 29-Year-Olds toward Buying New Electronics Equipment, Urban Youth vs. Others
  • Price Less of an Issue
  • Table 6-4: Attitudes of 18- to 29-Year-Olds toward Price When Buying New Electronics Equipment, Urban Youth vs. Others by Gender
  
  
• Mobile Media Platforms
  • Cell Phones More Common
  • Table 6-5: Percent of 15- to 29-Year-Olds Owning Cell Phones, Urban Youth vs. Others by Age Group and Gender
  • Text Messaging More Widespread
  • Figure 6-1: Percent of 15- to 29-Year-Olds with Text Messaging on Cell Phones, Urban Youth vs. Others by Age Group and Gender
  • Cell-Phone Internet Access Also More Common
  • Figure 6-2: Percent of 15- to 29-Year-Olds with Internet Access on Cell Phones, Urban Youth vs. Others by Age Group and Gender
  • Other Cell Phone Services Also More Heavily Used
  • Table 6-6: Use of Cell Phone Services by 18- to 29-Year-Olds, Urban Youth vs. Others
  • Table 6-7: Use of Cell Phone Services of 15- to 17-Year-Olds, Urban Youth vs. Others
  
  
• Urban Youth and the Internet
  • Computers Prevail in Households of Older Urban Youth
  • Table 6-8: Ownership and Use of Computers by 15- to 29-Year-Olds, Urban Youth vs. Others by Age Group and Gender
  • Young Urban Females Turn to the Internet More
  • Table 6-9: Use of the Internet by 15- to 29-Year-Olds, Urban Youth vs.
  • Others by Age Group and Gender
  • Internet Affects Lifestyle of Younger and Older Urban Youth in Different Ways
  • Table 6-10: Impact of Internet on Lifestyles of 15- to 29-Year-Olds, Urban Youth vs. Others
  • Choices of Web Sites Differ for Urban Teens
  • Table 6-11: Popular Web Sites of 15- to 17-Year-Olds, Urban Youth vs.
  • Others by Gender
  • Table 6-12: Popular Web Sites of 18- to 29-Year-Olds, Urban Youth vs.
  • Others by Gender
  • Young Urban Females Major Users of Internet
  • Table 6-13: Online Activities of 15- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Urban Youth Prime Targets for E-Mail Marketing
  • Table 6-14: Impact of Internet on Shopping Behavior of 18- to 29-Year-Olds, Urban Youth vs. Others
  • Female Urban Teens Buy Online
  • Figure 6-3: Percent of 15- to 29-Year-Olds Placing Any Internet Order in
  • Last 30 Days, Urban Youth vs. Others by Age Group and Gender

Chapter 7 Media Usage

• Print Media
  • Young Urban Males Trust Newspapers
  • Table 7-1: Attitudes toward Newspapers of 18- to 29-Year-Olds, Urban
  • Youth vs. Others by Gender
  • Young Urban Males More Likely to Value Magazines
  • Table 7-2: Attitudes toward Magazines of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Young Urban Males Read Mostly the Same Magazines as Other 18- to 29-
  • Year-Old Males
  • Table 7-3: Most Popular Magazines of 18- to 29-Year-Old Males, Urban
  • Youth vs. Others
  • Table 7-4: Similarities and Differences in Magazines Popular with 18- to 29-Year-Old Males, Urban Youth and Others
  • Greater Differences in Magazine Choices of Urban Females
  • Table 7-5: Most Popular Magazines of 18- to 29-Year-Old Females, Urban Youth vs. Others
  • Table 7-6: Similarities and Differences in Magazines Popular with 18- to 29-Year-Old Females, Urban Youth and Others
  
  
• Television
  • Urban Youth of All Ages More Hooked on TV
  • Table 7-7: Attitudes of 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Video on Demand Gets High Marks from Urban Youth
  • Table 7-8: Attitudes of 18- to 29-Year-Olds toward Pay per View and Video on Demand, Urban Youth vs. Others
  • Urban Youth Watch More Primetime Network TV
  • Table 7-9: Primetime Network TV Viewing Habits of 18- to 29-Year-Olds,
  • Urban Youth vs. Others by Gender.
  • Table 7-10: Networks Watched by 18- to 29-Year-Olds, Urban Youth vs. Others
  • Table 7-11: Showtypes Watched by 18- to 29-Year-Olds, Urban Youth vs. Others by Gender
  • Urban Youth Choose Many Similar Cable Outlets
  • Table 7-12: Most Popular Cable TV Services of 18- to 29-Year-Old Males, Urban Youth vs. Others
  • Table 7-13: Similarities and Differences in Cable TV Services Popular with 18- to 29-Year-Old Males, Urban Youth and Others
  • Cable Choices Also Overlap among 18- to 29-Year-Old Urban Females
  • Table 7-14: Most Popular Cable TV Services of 18- to 29-Year-Old Females, Urban Youth vs. Others
  • Table 7-15: Similarities and Differences in Cable TV Services Popular with
  • 18- to 29-Year-Old Females, Urban Youth and Others
  • Urban Teen Cable Tastes Show Differences
  • Table 7-16: Most Popular Cable TV Services of 15- to 17-Year-Old Males, Urban Youth vs. Others.
  • Table 7-17: Similarities and Differences in Cable TV Services Popular with
  • 15- to 17-Year-Old Males, Urban Youth and Others
  • Table 7-18: Most Popular Cable TV Services of 15- to 17-Year-Old Females, Urban Youth vs. Others
  • Table 7-19: Similarities and Differences in Cable TV Services Popular with
  • 15- to 17-Year-Old Females, Urban Youth and Others
  
  
• Radio
  • Radio Major Source of Entertainment for Urban Youth
  • Table 7-20: Attitudes of 18- to 29-Year-Olds toward Radio, Urban Youth vs. Others
  • Urban Youth Listen to Radio More
  • Figure 7-1: Percent of 18- to 29-Year-Olds Listening to Radio in Past Week, Urban Youth vs. Others by Gender
  • Radio Format Choices Include Surprises
  • Table 7-21: Most Popular Radio Formats of 18- to 29-Year-Old Males, Urban Youth vs. Others
  • Table 7-22: Most Popular Radio Formats of 18- to 29-Year-Old Females, Urban Youth vs. Others
  • Table 7-23: Most Popular Radio Formats of 15- to17-Year-Old Males, Urban Youth vs. Others
  • Table 7-24: Most Popular Radio Formats of 15- to 17-Year-Old Females,
  • Urban Youth vs. Others
  
  
• Impact of the Internet on Media Usage
  • Internet Important Source of Entertainment but Has Less Impact on
  • Traditional Media Use by Urban Youth
  • Table 7-25: Impact of the Internet on Media Usage of 18- to 29-Year-Olds, Urban Youth vs. Others
  • Online Media Activities Analyzed
  • Table 7-26: Online Media Activities in Last 30 Days of 18- to 29-Year-Old Males, Urban Youth vs. Others
  • Table 7-27: Online Media Activities in Last 30 Days of 18- to 29-Year-Old Females, Urban Youth vs. Others
  
  
• Media Trends
  • Mobile Media Platforms Target Urban Youth
  • Hip-Hop Consumers Continue to Attract Media Interest

Section 3 Key Market Trends
Chapter 8 Marketing and Advertising Trends

• Receptivity of Urban Youth to Advertising
  • Young Urban Consumers Positive about Advertising
  • Table 8-1: Attitudes of 18- to 29-Year-Olds toward Advertising, Urban Youth vs. Others by Gender
  • Ads More Likely to Succeed with Urban Youth
  • Table 8-2: Attitudes of 18- to 29-Year-Olds toward Advertising, Urban Youth vs. Others by Gender
  • Outdoor Advertising Noticed by Urban Youth
  • Table 8-3: Attitudes of 18- to 29-Year-Olds toward Outdoor Advertising,
  • Urban Youth vs. Others by Gender
  • Hip-Hop Consumers Favorable toward TV Commercials
  • Table 8-4: Attitudes of 18- to 29-Year-Olds toward Television Advertising, Urban Youth vs. Others by Gender
  • Channel Surfing during Commercials More Common
  • Table 8-5: Attitudes of 18- to 29-Year-Olds toward Watching Commercials, Urban Youth vs. Others by Gender
  • Hip-Hop Consumers Pay Attention to Ads in Movie Theaters
  • Table 8-6: Attitudes of 18- to 29-Year-Olds toward Ads in Movie Theaters, Urban Youth vs. Others by Gender
  • Teen Hip-Hop Consumers Less Bothered by Internet Advertising
  • Table 8-7: Percent of 15- to 17-Year-Olds Saying Internet Advertising
  • “Not at All Useful,” Urban Youth vs. Others by Gender and Type of Ad
  
  
• Marketing and Advertising Trends
  • “Urban Marketing” No Longer a Niche Strategy in Youth Market
  • Hip-Hop Themes Geared toward Mainstream Market
  • Product Placement Rises to New Heights in Hip-Hop Consumer World
  • Mobile Marketing Gains Influence in Urban Youth Market
  • Grassroots Campaigns Remain Vital
  • DJs Become Marketers
  • Reebok Turns to Hip Hop to Revive Brand in Youth Market

Chapter 9 Size and Growth of the Market

• Size of the Market
  • Buying Power Used as Measure of Urban Youth Market
  • Buying Power of Young Urban Consumers Totals $496 Billion
  • Table 9-1: Buying Power of 15- to 29-Year-Old Urban Youth by Age Group and Race and Hispanic Origin, 2005
  • Figure 9-1: Buying Power of 15- to 29-Year-Old Urban Youth by Race and Hispanic Origin
  
  
• Projected Growth
  • Demographic Trends to Affect Urban Youth Market Growth
  • Table 9-2: Growth in Population of 15- to 29-Year-Old Urban Youth by Age Group and Race and Hispanic Origin, 2005-2010
  • Figure 9-2: Growth in Population of 15- to 29-Year-Old Urban Youth,
  • Non-Hispanic White vs. Multicultural, 2005-2010
  • Number of Young Urban Consumers Will Grow 4.5% between 2005 and 2010
  • Table 9-3: Growth in Population of 15- to 29-Year-Old Urban Youth by Race and Hispanic Origin, 2005-2010
  • Table 9-4: Percent Growth in Population of 15- to 29-Year-Old Urban Youth by Race and Hispanic Origin, 2005-2010
  • Figure 9-3: Percent of Total Growth in 15- to 29-Year-Old Urban Youth
  • Buying Power by Race and Hispanic Origin, 2005-2010
  • Buying Power Will Total $644 Billion in 2010
  • Table 9-5: Buying Power of 15- to 29-Year-Old Urban Youth by Age Group and Race and Hispanic Origin, 2010
  • Table 9-6: Growth in Buying Power of 15- to 29-Year-Old Urban Youth by
  • Age Group and Race and Hispanic Origin, 2005 vs. 2010
  • Table 9-7: Buying Power of 15- to 29-Year-Old Urban Youth by Age Group and Race and Hispanic Origin, 2005 vs. 2010

Chapter 10 Trends and Opportunities

• Strategic Trends
  • “Mainstream” Means More than Just “Suburban”
  • New Media Accelerate Mainstreaming of Hip-Hop Culture
  • Influence of Hip Hop on Consumer Behavior of Youth Transcends
  • Demographic and Geographic Boundaries
  
  
• Emerging Opportunities
  • Hip-Hop Consumers Prime Customers for Wireless Industry
  • Auto Makers See Profits in Hip Hop
  • Urban Apparel Brands Seize Opportunities to Move Upmarket
  • Jewelry Industry Has More to Gain from Urban Youth Market
  • Thirty-Something Consumers with Hip-Hop Mindset Present Major Opportunities
  • Table 10-1: Fashion Attitudes of 30- to 39-Year-Olds, Urban vs. Others
  • Table 10-2: Apparel Purchases by 30- to 39-Year-Olds, Urban vs. Others by Gender
  • Figure 10-1: Percent of 30- to 39-Year-Olds Buying Athletic Shoes and Jeans in the Last 12 Months, Urban vs. Others by Gender
  • Figure 10-2: Percent of 30- to 39-Year-Olds Purchasing Watches in the Last 12 Months, Urban vs. Others by Gender
  • Table 10-3: Use of Personal-Care Products by 30- to 39-Year-Old Males, Urban vs. Others
  • Table 10-4: Use of Personal-Care Products by 30- to 39-Year-Old Females, Urban vs. Others
  • Table 10-5: Profile of 30- to 39-Year-Old Automotive Consumers, Urban vs. Others

Appendix: Addresses of Selected U.S. Urban Youth Market Resources