The Young Adult Market: Generation X Grows Up
Jul 1, 2001
251 Pages - Pub ID: LA376471
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  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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