The Young Urban Consumer: How Hip-Hop Culture Affects the Lifestyle and Buying Decisions of 12- to 34- Year Olds

Published: May 1, 2008 - 250 Pages

Table of Contents:

Chapter 1 Executive Summary
  • Introduction
    • Background
    • Overview of Report

  • Scope and Methodology
    • Scope of the Market
    • Methodology

  • Trends and Opportunities
    • Hip-Hop Culture Ages Up
    • Hip-Hop Holds Its Ground with Marketers
    • Authenticity Demanded above All
    • Hip-Hop Economy Confronts Challenges but Continues to Generate New Market Opportunities
    • Young Urban Consumers Remain Critical Segment

  • Market Overview
    • Young Urban Consumer Population Nears 37 Million
    • Demographic Trends Affect Growth of Young Urban Consumer Population
    • Per Capita Income of Young Urban Consumers Tops $16,000
    • Oldest Members of Young Urban Consumer Segment Wield the Most Buying Power
    • Aggregate Income of Young Urban Consumers Will Reach $684 Billion in 2012

  • Demographic Profile of Young Urban Consumers
    • Young Urban Consumers Found outside Metro Areas
    • Multicultural Segments Overrepresented in Young Urban Consumer
    • Population but non-Hispanic Whites Remain the Majority
    • Non-Hispanic Whites Lose Interest but Blacks Maintain Affiliation with
    • Hip-Hop Music and Culture as They Get Older
    • Hip-Hop Culture Has Most Significant Impact on Black Teens but Young Hispanics Also Connect
    • Females Dominate Young Urban Consumer Population
    • Older Members of Young Urban Consumer Segment Are Well Educated
    • Singles Predominate
    • Young Urban Consumers Have Favorable Economic Profile

  • Core Values of Young Urban Consumers
    • Young Urbans Like to Live on the Edge
    • Young Urbans Are Non-Conformists
    • New Products Attract Young Urban Consumers
    • Young Urban Consumers Are Trendsetters and Early Adopters
    • Young Urbans Are Influencers
    • Following Fashion Key Element of Young Urban Culture
    • Money Attracts Young Urbans

  • Overview of Consumer Attitudes and Behavior
    • Young Urbans Spenders, Not Savers
    • Young Urban Teens Prefer to Enjoy Their Money Now
    • Young Urbans Love to Shop
    • Brand Loyalty Stronger
    • Young Urbans Shop for Sales and Deals
    • Young Urban Teens Spend on Clothes
    • Young Urban Consumers Remember Ads When Shopping
    • Out-of-Home Ads Big Hit with Young Urbans
    • Product Placement Succeeds with Young Urbans

  • Highlights of Consumer Behavior
    • Clothes Shape Identity of Young Urban Teen Boys
    • Young Urbans Like to Try New Styles
    • Being Trendy Defines Young Urban Teens
    • Buying Clothes a Central Focus of Young Urban Lifestyle
    • Young Urban Men Aspire to Buy Designer Labels
    • Sneakers Important Part of Wardrobe
    • Young Urban Consumers See Cars as Personal Statement
    • Young Urbans More Impressed by the Way Cars Look
    • Young Urbans Drawn to SUVs and Luxury
    • Foreign Cars Favored by 18- to 24-Year-Olds in Young Urban Segment
    • Young Urbans Try to Eat Healthy Food
    • Dieting Not Part of Young Urban Lifestyle
    • Young Urbans Experiment with New Drinks

  • Leisure and Entertainment Choices
    • Young Urban Teens Turn to Online Socializing
    • Cellphones Enable Social World of Young Urbans
    • Cellphones with Internet Access and Text Messaging More Common among Young Urbans
    • Young Urban Consumers More Active
    • Young Urbans Link Music and Fashion
    • Young Urbans More Likely to Download Music than Buy CDs
    • Young Urban Men Attend Live Performances and Go to the Movies
    • Fast Food Valued Highly by Young Urban Consumers
    • Young Urbans Influential in Home Electronics
    • Multiple TVs and DVD Players More Common in Young Urban Households
    • Home Audio Products More Popular
    • Computer Technology Interests Young Urbans
    • Young Urbans More Likely to Have Computer at Home
    • Young Urban Men Most Likely to Go Online Often

  • Young Urban Consumers and the Media
    • Magazines Very Important to Young Urban Consumers
    • Young Urban Men Turn to Different Magazines
    • Young Urbans Love to Watch TV
    • More Young Urbans Watch Primetime Network TV
    • Network Choices Similar
    • Young Urbans More Likely to Watch MTV
    • More Young Urbans Listen to Radio
    • Major Differences in Radio Listening Habits
    • Internet Changes Media Habits of Young Urbans

Section 1 Overview
Chapter 2 Trends and Opportunities

  • Market Trends
    • Hip-Hop Culture Ages Up
    • Hip-Hop a Mainstream Cultural Force
    • Hip-Hop Holds Its Ground with Marketers
    • Marketers Contend with Complex Currents in Hip-Hop Culture and Music
    • Authenticity Demanded above All
    • “Skurbans” Emerge as Key Crossover Segment
    • Hip-Hop Economy Confronts Challenges
    • Hip-Hop Culture Continues to Generate New Market Opportunities
    • Hip-Hop Artists Turn to Corporate Sponsors
    • Automakers Continue to Embrace Hip-Hop Culture

  • Market Opportunities
    • Young Urban Consumers Remain Critical Segment
    • Table 2-1: Selected Opportunities Related to Shopping Habits of 18- to
    • 34-Year-Old Young Urban Consumers
    • Young Urban Consumers Key to Entertainment Marketers
    • Table 2-2: Selected Opportunities Related to Leisure and Entertainment Activities of 18- to 34-Year-Old Young Urban Consumers
    • Millions of Young Urbans Generate Sales in Fashion Industry
    • Table 2-3: Selected Opportunities Related to Apparel and Watch Purchases
    • by 18- to 34-Year-Old Young Urban Consumers
    • More than 9 Million Young Urbans Plan to Buy New Car
    • Table 2-4: Selected Opportunities Related to Ownership and Purchase of Automotive Vehicles by 18- to 34-Year-Old Young Urban Consumers
    • Young Urban Teens Important to Marketers
    • Table 2-5: Selected Opportunities Related to 12- to 17-Year-Old Young
    • Urban Consumers

Chapter 3 Market Overview

  • Size of the Population of Young Urban Consumers
    • Young Urban Consumer Population Tops 37 Million
    • Table 3-1: 12- to 34-Year-Old Young Urban Consumers by Age Group, 2007
    • Demographic Trends Affect Growth of Young Urban Consumer Population
    • Table 3-2: Growth in Population of 12- to 34-Year-Old Young Urban Consumers by Age Group, 2007-2012

  • Buying Power of Young Urban Consumers
    • Per Capita Income of Young Urban Consumers Tops $16,000
    • Table 3-3: Aggregate Income of 12- to 34-Year-Old Young Urban
    • Consumers by Age Group, 2007
    • Oldest Young Urban Consumers Wield the Most Buying Power
    • Table 3-4: Aggregate Income of 12- to 34-Year-Old Young Urban Consumers by Age, 2007
    • Aggregate Income of Young Urban Consumers Will Reach $684 Billion in 2012
    • Table 3-5: Projected Growth in Aggregate Income of 12- to 34-Year-Old
    • Young Urban Consumers, 2007-2012
    • Table 3-6: Projected Growth in Aggregate Income of 12- to 17-Year-Old
    • Young Urban Consumers, 2007-2012
    • Table 3-7: Projected Growth in Aggregate Income of 18- to 24-Year-Old
    • Young Urban Consumers, 2007-2012
    • Table 3-8: Projected Growth in Aggregate Income of 25- to 34-Year-Old
    • Young Urban Consumers, 2007-2012

Chapter 4 Demographic Profile of Young Urban Consumers

  • Where Young Urban Consumers Live
    • Young Urban Consumers Found outside Metro Areas
    • Table 4-1: Population Distribution of 12- to 34-Year-Olds by Size of Metropolitan Area, Young Urban vs. Other Consumers
    • Young Urban Consumers Less Likely to Live in the West
    • Table 4-2: Regional Distribution of 12- to 34-Year-Olds, Young Urban vs.
    • Other Consumers

  • Race and Hispanic Origin
    • Multicultural Segments Overrepresented in Young Urban Consumer
    • Population but non-Hispanic Whites Remain the Majority
    • Figure 4-1: Young Urban Consumers by Race and Hispanic Origin
    • Non-Hispanic Whites Lose Interest but Blacks Maintain Affiliation with
    • Hip-Hop Music and Culture as They Get Older
    • Table 4-3: 12- to 34-Year-Olds by Age Group and Race and Hispanic Origin, Young Urban vs. Other Consumers
    • Hip-Hop Culture Has Most Significant Impact on Black Teens but Young Hispanics Also Connect
    • Table 4-4: Leading Young Urban Consumer Segments by Age Group and
    • Race and Hispanic Origin
    • Hip-Hop Engages Asian-American Youth
    • Table 4-5: Favorite Type of Music of 14- to 28-Year-Old Asian Americans by Generation

  • Social and Economic Indicators
    • Females Dominate Young Urban Consumer Population
    • Table 4-6: 12- to 34-Year-Old Young Urban Consumers by Age Group and Gender
    • Older Members of Young Urban Consumer Segment Are Well Educated
    • Table 4-7: Educational Achievement of 18- to 34-Year-Olds by Age Group, Young Urban vs. Other Consumers
    • Singles Predominate
    • Table 4-8: Marital Status of 18- to 34-Year-Olds by Age Group, Young Urban vs. Other Consumers
    • Young Urban Consumers Have Favorable Economic Profile
    • Table 4-9: Employment Status of 18- to 34-Year-Olds by Age Group, Young Urban vs. Other Consumers
    • Table 4-10: Occupation of 25- to 34-Year-Olds, Young Urban vs. Other Consumers
    • Table 4-11: Distribution of Household Income of 18- to 34-Year-Olds by Age Group, Young Urban vs. Other Consumers
    • Young Urban Consumers Less Conservative Politically
    • Table 4-12: Political Orientation of 18- to 34-Year-Olds by Age Group, Young Urban vs. Other Consumers

Chapter 5 Core Values of Young Urban Consumers

  • Young Urban Consumers Fraught with Anxiety
  • Table 5-1: Core Value of 18- to 34-Year-Old Young Urban Consumers by
  • Age Group: Feeling Insecure and Anxious
  • Table 5-2: Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Feeling Insecure and Anxious
  • Young Urbans Like to Live on the Edge
  • Table 5-3: Core Value of 18- to 34-Year-Old Young Urban Consumers by
  • Age Group: Living on the Edge
  • Table 5-4: Core Value of 18- to- 34-Year-Old Young Urban Consumers by Gender: Living on the Edge
  • Young Urbans Are Non-Conformists
  • Table 5-5: Core Value of 18- to 34-Year-Old Young Urban Consumers by
  • Age Group: Celebrating Non-conformity
  • Table 5-6: Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Celebrating Non-conformity
  • Figure 5-1: Percent of 12- to 17-Year-Olds Who Say They Like to Stand Out
  • in a Crowd, Young Urban vs. Other Consumers
  • New Products Attract Young Urban Consumers
  • Table 5-7: Core Value of 18- to 34-Year-Old Young Urban Consumers by
  • Age Group: Wanting to Try Out New Things
  • Table 5-8: Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Wanting to Try Out New Things
  • Young Urban Consumers Are Trendsetters and Early Adopters
  • Table 5-9: Core Value of 18- to 34-Year-Old Young Urban Consumers by
  • Age Group: Setting Trends
  • Table 5-10: Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Setting Trends
  • Figure 5-2: Percent of 12- to 17-Year-Olds Who Are First to Try Out New Things No One Else Has, Young Urban vs. Other Consumers
  • Young Urban Males Want to “Discover the Undiscovered”
  • Table 5-11: Attitudes toward Trends and New Products, Core and Reflective Urbans vs. Others
  • Young Urbans Are Influencers
  • Table 5-12: Core Value of 12- to 17-Year-Old Young Urban Consumers by Gender: Influencing Others
  • Table 5-13: Core Value of 18- to 34-Year-Old Young Urban Consumers by
  • Age Group: Influencing Others
  • Table 5-14: Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Influencing Others
  • Following Fashion Key Element of Young Urban Culture
  • Table 5-15: Core Value of 18- to 34-Year-Old Young Urban Consumers by
  • Age Group: Following the Latest Fashion Trends
  • Table 5-16: Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Following the Latest Fashion Trends
  • Table 5-17: Core Value of 12- to 17-Year-Old Young Urban Consumers by Gender: Following the Latest Fashion Trends
  • Money Attracts Young Urbans
  • Figure 5-3: Percent of 18- to 34-Year-Olds Who Say Money Is the Best Measure of Success, Young Urban vs. Other Consumers
  • Figure 5-4: Percent of 12- to 17-Year-Olds Who Say They Want to Be Rich, Young Urban vs. Other Consumers

Section 2 How Young Urban Consumers Spend Money
Chapter 6 Overview of Consumer Attitudes and Behavior

  • Attitudes toward Spending
    • Young Urbans Spenders, Not Savers
    • Table 6-1: Selected Attitudes toward Personal Finances of 18- to
    • 34-Year-Olds, Young Urban vs. Other Consumers by Age Group
    • Table 6-2: Selected Attitudes toward Personal Finances of 18- to
    • 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Young Urban Teens Prefer to Enjoy Their Money Now
    • Table 6-3: Attitudes toward Saving of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Savings Accounts Less Common among Young Urban Teens
    • Table 6-4: Ownership of Bank Accounts by 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Age Group
    • Table 6-5: Ownership of Bank Accounts by 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Gender
    • Table 6-6: Financial Profile of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender
    • ATM Card Use Higher, Credit Cards More Scarce
    • Table 6-7: Use of ATM and Credit Cards by 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Age Group
    • Table 6-8: Use of ATM and Credit Cards by 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Gender

  • Shopping Behavior
    • Young Urbans Love to Shop
    • Table 6-9: Attitudes toward Shopping of 18- to 34-Year-Olds, Young Urban
    • vs. Other Consumers by Age Group
    • Table 6-10: Attitudes toward Shopping of 18- to 34-Year-Olds, Young Urban
    • vs. Other Consumers by Gender
    • Frequent Shopping Part of Young Urban Lifestyle
    • Table 6-11: Percent of 18- to 34-Year-Olds Who Say They Go Shopping Frequently, Young Urban vs. Other Consumers by Gender and Age Group
    • Table 6-12: Frequency of 18- to 34-Year-Olds Shopping at Malls in Last 4 Weeks, Young Urban vs. Other Consumers by Gender
    • Young Urban Teens Shop Often Too
    • Table 6-13: Frequency of Shopping by 12- to 17-Year-Olds, Young Urban
    • vs. Other Consumers by Gender
    • Shopping an Important Social Event for Young Urbans
    • Table 6-14: Attitudes of 18- to 34-Year-Olds toward Shopping with Friends, Young Urban vs. Other Consumers by Age Group
    • Table 6-15: Attitudes of 18- to 34-Year-Olds toward Shopping with Friends, Young Urban vs. Other Consumers by Gender
    • Table 6-16: Shopping by 12- to 17-Year-Olds as a Social Event, Young
    • Urban vs. Other Consumers by Gender
    • Brand Loyalty Stronger
    • Table 6-17: Brand Loyalty of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group
    • Table 6-18: Brand Loyalty of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Young Urbans Shop for Sales and Deals
    • Table 6-19: Impact of Price on Shopping Behavior of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group
    • Table 6-20: Impact of Price on Shopping Behavior of 18- to 34-Year-Olds, Young Urban vs. ther Consumers by Gender
    • Young Urban Teens Spend on Clothes and Restaurants
    • Table 6-21: Percent of 12- to 17-Year-Olds Spending Money on Selected Categories of Products and Services by Category of Expenditure,
    • Young Urban vs. Other Consumers by Gender
    • Young Urbans Significant Presence in Major Retailers
    • Table 6-22: Stores Shopped in Last 3 Months by 18- to 34-Year-Old Men, Young Urban vs. Other Consumers.
    • Table 6-23: Stores Shopped in Last 3 Months by 18- to 34-Year-Old Women, Young Urban vs. Other Consumer
    • Young Urbans Major Customers for Home Electronics Stores
    • Table 6-24: Home Electronics Stores Shopped in Last 3 Months by 18- to
    • 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Young Urban Teen Boys Favor Athletic Shoe Retailers
    • Table 6-25: Stores Shopped in Last 3 Months by 12- to 17-Year-Old Boys, Young Urban vs. Other Consumers
    • Table 6-26: Stores Shopped in Last 3 Months by 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers

  • Receptivity to Advertising
    • Young Urban Consumers Less Negative toward Ads
    • Table 6-27: Attitudes of 18- to 34-Year-Olds toward Advertising, Young
    • Urban vs. Other Consumers by Age Group
    • Table 6-28: Attitudes of 18- to 34-Year-Olds toward Advertising, Young
    • Urban vs. Other Consumers by Gender
    • Young Urban Consumers Remember Ads When Shopping
    • Table 6-29: Impact of Advertising on Purchasing Decisions of 18- to
    • 34-Year-Olds, Young Urban vs. Other Consumers by Age Group
    • Table 6-30: Impact of Advertising on Purchasing Decisions of 18- to
    • 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Out-of-Home Ads Big Hit with Young Urbans
    • Table 6-31: Attitudes of 18- to 34-Year-Olds toward Outdoor Advertising, Young Urban vs. Other Consumers by Age Group
    • Table 6-32: Attitudes of 18- to 34-Year-Olds toward Outdoor Advertising, Young Urban vs. Other Consumers by Gender
    • Table 6-33: Attitudes of 18- to 34-Year-Olds toward Ads in Movie Theaters, Young Urban vs. Other Consumers by Age Group
    • Table 6-34: Attitudes of 18- to 34-Year-Olds toward Ads in Movie Theaters, Young Urban vs. Other Consumers by Gender
    • Young Urban Teens Like Advertising
    • Table 6-35: Impact of Advertising on 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender
    • TV Commercials Fail to Capture Attention of Young Urbans
    • Table 6-36: Attitudes of 18- to 34-Year-Olds toward Television Advertising, Young Urban vs. Other Consumers by Age Group
    • Table 6-37: Attitudes of 18- to 34-Year-Olds toward Television Advertising, Young Urban vs. Other Consumers by Gender
    • Table 6-38: Attitudes of 18- to 34-Year-Olds toward Watching Commercials, Young Urban vs. Other Consumers by Age Group
    • Table 6-39: Attitudes of 18- to 34-Year-Olds toward Watching Commercials, Young Urban vs. Other Consumers by Gender
    • Product Placement Succeeds with Young Urbans
    • Table 6-40: Impact of Product Placement on 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Age Group
    • Table 6-41: Impact of Product Placement on 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Gender

Chapter 7 Highlights of Consumer Behavior

  • Fashion
    • Young Urbans Want to Make Unique Fashion Statement
    • Table 7-1: Clothes and Self-Image of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group
    • Table 7-2: Clothes and Self-Image of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Clothes Shape Identity of Young Urban Teen Boys
    • Table 7-3: Clothes and Self-Image of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Young Urbans Like to Try New Styles
    • Table 7-4: Attitudes of 18- to 34-Year-Olds toward New Clothing Styles,
    • Young Urban vs. Other Consumers by Age Group
    • Table 7-5: Attitudes of 18- to 34-Year-Olds toward New Clothing Styles,
    • Young Urban vs. Other Consumers by Gender
    • Style Cues Come from Multiple Sources
    • Figure 7-1: Sources of Ideas for Style, Percent of Core and Reflective
    • Urbans vs. Others
    • Magazines Especially Important for Fashion Ideas
    • Table 7-6: Attitudes of 18- to 34-Year-Olds toward Fashion, Young Urban
    • vs. Other Consumers by Age Group
    • Table 7-7: Attitudes of 18- to 34-Year-Olds toward Fashion, Young Urban
    • vs. Other Consumers by Gender
    • Being Trendy Defines Young Urban Teens
    • Table 7-8: Attitudes of 12- to 17-Year-Olds toward Fashion, Young Urban
    • vs. Other Consumers by Gender
    • Buying Clothes a Central Focus of Young Urban Lifestyle
    • Table 7-9: Attitudes of 18- to 34-Year-Olds toward Shopping for Clothes,
    • Young Urban vs. Other Consumers by Age Group
    • Table 7-10: Attitudes of 18- to 34-Year-Olds toward Shopping for Clothes, Young Urban vs. Other Consumers by Gender
    • Young Urban Men Aspire to Buy Designer Labels
    • Table 7-11: Attitudes of 18- to 34-Year-Olds toward Designer Clothes,
    • Young Urban vs. Other Consumers by Age Group
    • Table 7-12: Attitudes of 18- to 34-Year-Olds toward Designer Clothes,
    • Young Urban vs. Other Consumers by Gender
    • Young Urban Consumers More Likely to Buy Dress Clothes
    • Table 7-13: Clothing Items and Accessories Purchased in Last 12 Months
    • by 18- to 34-Year-Old Men, Young Urban vs. Other Consumers
    • Table 7-14: Clothing Items and Accessories Purchased in Last 12 Months
    • by 18- to 34-Year-Old Women, Young Urban vs. Other Consumers
    • Watches Part of Young Urban Fashion Profile
    • Table 7-15: Watch Purchases in Last 12 Months by 18- to 34-Year-Olds,
    • Young Urban vs. Other Consumers by Gender
    • Sneakers Important Part of Wardrobe
    • Figure 7-2: Percent Agreeing Strongly with Statement “I Own Several
    • Sneakers for Different Types of Occasions,” “Core Urbans” and “Reflective Urbans” vs. Others
    • Table 7-16: Type of Sneakers/Athletic Shoes Purchased in Last 12 Months
    • by 12- to 34-Year-Old Males, Young Urban vs. Other Consumers by
    • Age Group
    • Table 7-17: Brand of Sneakers/Athletic Shoes Purchased in Last 12 Months
    • by 12- to 17-Year-Old Males, Young Urban vs. Other Consumers
    • Table 7-18: Brand of Sneakers/Athletic Shoes Purchased in Last 12 Months
    • by 18- to 34-Year-Old Males, Young Urban vs. Other Consumers

  • Personal Care
    • Young Urban Teens Value Looking Glamorous
    • Table 7-19: Attitudes of 12- to 17-Year-Olds toward Looks, Young Urban vs. Other Consumers by Gender
    • Young Urban Consumers Buy More Personal-Care Products
    • Table 7-20: Use of Personal-Care Products by 12- to 34-Year-Old Males, Young Urban vs. Other Consumers by Age Group
    • Table 7-21: Use of Personal-Care Products by 12- to 34-Year-Old Females, Young Urban vs. Other Consumers by Age Group

  • Automotive
    • Young Urban Consumers See Cars as Personal Statement
    • Table 7-22: Attitudes of 18- to 34-Year-Olds toward Self-Image and Automobiles, Young Urban vs. Other Consumers by Age Group
    • Table 7-23: Attitudes of 18- to 34-Year-Olds toward Self-Image and Automobiles, Young Urban vs. Other Consumers by Gender
    • Young Urban Consumers Say They Like to Drive Fast
    • Table 7-24: Attitudes of 18- to 34-Year-Olds toward Driving, Young Urban
    • vs. Other Consumers by Age Group
    • Table 7-25: Attitudes of 18- to 34-Year-Olds toward Driving, Young Urban
    • vs. Other Consumers by Gender
    • Young Urbans More Impressed by the Way Cars Look
    • Table 7-26: Reasons 18- to 34-Year-Olds Buy a Car, Young Urban vs.
    • Other Consumers by Age Group
    • Table 7-27: Reasons 18- to 34-Year-Olds Buy a Car, Young Urban vs.
    • Other Consumers by Gender
    • Safety Remains Important
    • Table 7-28: Attitudes of 18- to 34-Year-Olds toward Safety, Young Urban
    • vs. Other Consumers by Age Group
    • Table 7-29: Attitudes of 18- to 34-Year-Olds toward Safety, Young Urban
    • vs. Other Consumers by Gender
    • Young Urbans Drawn to SUVs and Luxury
    • Table 7-30: Attitudes of 18- to 34-Year-Olds toward SUVs and Luxury
    • Vehicles, Young Urban vs. Other Consumers by Age Group
    • Table 7-31: Attitudes of 18- to 34-Year-Olds toward SUVs and Luxury
    • Vehicles, Young Urban vs. Other Consumers by Gender
    • Young Urban Consumers Settle for Used Cars
    • Table 7-32: Attitudes of 18- to 34-Year-Olds toward New Cars, Young
    • Urban vs. Other Consumers by Age Group
    • Table 7-33: Attitudes of 18- to 34-Year-Olds toward New Cars, Young
    • Urban vs. Other Consumers by Gender
    • Table 7-34: Next Vehicle to Be Purchased by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender, New vs. Used
    • Foreign Cars Favored by 18- to 24-Year-Olds in Young Urban Segment
    • Table 7-35: Attitudes of 18- to 34-Year-Olds toward Foreign Cars, Young
    • Urban vs. Other Consumers by Age Group
    • Table 7-36: Attitudes of 18- to 34-Year-Olds toward Foreign Cars, Young
    • Urban vs. Other Consumers by Gender

  • Food
    • Young Urbans Try to Eat Healthy Food
    • Table 7-37: Attitudes of 18- to 34-Year-Olds toward Healthy Eating, Young Urban vs. Other Consumers by Age Group
    • Table 7-38: Attitudes of 18- to 34-Year-Olds toward Healthy Eating, Young Urban vs. Other Consumers by Gender
    • Dieting Not Part of Young Urban Lifestyle
    • Table 7-39: Attitudes of 18- to 34-Year-Olds toward Dieting, Young Urban
    • vs. Other Consumers by Age Group
    • Table 7-40: Attitudes of 18- to 34-Year-Olds toward Dieting, Young Urban
    • vs. Other Consumers by Gender
    • Snacking Part of Daily Routine of Young Urbans
    • Table 7-41: Attitudes of 18- to 34-Year-Olds toward Snacking, Young Urban
    • vs. Other Consumers by Age Group
    • Table 7-42: Attitudes of 18- to 34-Year-Olds toward Snacking, Young Urban
    • vs. Other Consumers by Gender
    • Young Urbans Experiment with New Drinks
    • Table 7-43: Attitudes of 18- to 34-Year-Olds toward New Foods, Young
    • Urban vs. Other Consumers by Age Group
    • Table 7-44: Attitudes of 18- to 34-Year-Olds toward New Foods, Young
    • Urban vs. Other Consumers by Gender

Section 3 How Young Urban Consumers Spend Time
Chapter 8 Leisure and Entertainment Choices

  • The Social World of Young Urban Consumers
    • Young Urban Teen Boys Count on Their Friends
    • Table 8-1: Attitudes of 12- to 17-Year-Olds toward Friends, Young Urban
    • vs. Other Consumers by Gender
    • Young Urban Teens Turn to Online Socializing
    • Figure 8-1: Percent of 12- to 17-Year-Olds Visiting MySpace in Last Seven Days, Young Urban vs. Other Consumers by Gender
    • Table 8-2: Online Social Networking Activities of 12- to 17-Year-Olds,
    • Young Urban vs. Other Consumers
    • Figure 8-2: Percent of 18- to 34-Year-Olds Agreeing that “The Internet is a
    • New Way I Socialize/Meet Others,” Young Urban vs. Other Consumers by Gender
    • Cellphones Enable Social World of Young Urbans
    • Table 8-3: Percent of 12- to 34-Year-Olds Owning Cell Phones, Young
    • Urban vs. Other Consumers by Age Group
    • Cellphones with Internet Access and Text Messaging More Common among Young Urbans
    • Table 8-4: Use of Cell Phone Services by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Table 8-5: Use of Cell Phone Services by 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender

  • Overview of Leisure-Time Activities
    • Sports and Movies Attract Young Urban Teens
    • Table 8-6: Attitudes of 12- to 17-Year-Olds toward Selected Leisure
    • Activities, Young Urban vs. Other Consumers by Gender
    • Table 8-7: Leisure Activities Performed in Last 12 Months by 12- to
    • 17-Year-Old Boys, Young Urban vs. Other Consumers
    • Table 8-8: Leisure Activities Performed in Last 12 Months by 12- to
    • 17-Year-Old Girls, Young Urban vs. Other Consumers
    • Young Urban Consumers More Active in Spare Time
    • Table 8-9: Participation in Leisure Activity/Hobby in Last 12 Months by
    • 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Nightlife Major Part of Young Urban Lifestyle
    • Figure 8-3: Percent of 18- to 34-Year-Olds Going to Bars/Nightclubs/Dancing
    • in Last 12 Months, Young Urban vs. Other Consumers by Gender
    • Young Urbans Play More Sports
    • Table 8-10: Sports Played in Last 12 Months by 12- to 17-Year-Old Boys, Young Urban vs. Other Consumers
    • Table 8-11: Sports Played in Last 12 Months by 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers
    • Table 8-12: Sports Played in Last 12 Months by 18- to 34-Year-Old Men, Young Urban vs. Other Consumers
    • Table 8-13: Sports Played in Last 12 Months by 18- to 34-Year-Old Women, Young Urban vs. Other Consumers
    • Staying Physically Fit Important to Young Urbans
    • Table 8-14: Participation in Physical Fitness Program in Last 12 Months by
    • 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender

  • Listening to Music
    • Music at Center of Young Urban Teens’ Life
    • Table 8-15: Attitudes of 12- to 17-Year-Olds toward Music, Young Urban vs. Other Consumers by Gender
    • Young Urbans Link Music and Fashion
    • Figure 8-4: Percent of 12- to 17-Year-Olds Who Say Their Style of Clothes Reflects Their Taste in Music, Young Urban vs. Other Consumers by Gender
    • Young Urbans Own More Portable Audio Products
    • Table 8-16: Percent of 18- to 34-Year-Olds Owning Portable Audio Products, Young Urban vs. Other Consumers by Gender
    • Satellite Radio Gets Nod
    • Table 8-17: Ownership and Use of Satellite Radio by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Young Urbans More Likely to Download Music than Buy CDs
    • Table 8-18: Purchase of Music in Last 12 Months by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender

  • Going Out
    • Young Urban Teens Go Out More
    • Table 8-19: 12- to 17-Year-Olds’ Attitudes about Going Out, Young Urban
    • vs. Other Consumers by Gender
    • Young Urban Men Attend Live Performances
    • Table 8-20: Attendance at Live Entertainment Events by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Movies Important Part of Entertainment Habits of Young Urban Consumers
    • Table 8-21: Frequency of Movie Attendance by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Figure 8-5: Percent of 12- to 17-Year-Olds Going to Movies in Last Six
    • Months, Young Urban vs. Other Consumers by Gender
    • Young Urbans See Movies Right After They Open
    • Table 8-22: When Movies Are Usually Seen by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Table 8-23: When Movies Are Usually Seen by 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Young Urban Teens Less Likely to Go to the Movies with Parents
    • Table 8-24: With Whom 12- to 17-Year-Olds Go to the Movies, Young
    • Urban vs. Other Consumers by Gender
    • Table 8-25: Reasons for Seeing a Movie of 12- to 17-Year-Olds, Young
    • Urban vs. Other Consumers by Gender
    • Fast Food Valued Highly by Young Urban Consumers
    • Table 8-26: Attitudes of 18- to 34-Year-Olds toward Fast Food, Young
    • Urban vs. Other Consumers by Age Group
    • Table 8-27: Attitudes of 18- to 34-Year-Olds toward Fast Food, Young
    • Urban vs. Other Consumers by Gender
    • Young Urban Teen Girls Most Frequent Users of Fast-Food Outlets
    • Figure 8-6: Percent of 18- to 34-Year-Olds Going to Fast Food and Drive-In Restaurants, Young Urban vs. Other Consumers by Gender
    • Table 8-28: Percent of 12- to 17-Year-Olds Going to Fast Food and Drive-In Restaurants, Young Urban vs. Other Consumers by Gender
    • Family Restaurants Also on Young Urban Consumers’ Agenda
    • Figure 8-7: Percent of 18- to 34-Year-Olds Going to Family Restaurants,
    • Young Urban vs. Other Consumers by Gender

  • Home Entertainment
    • Young Urbans Influential in Home Electronics
    • Table 8-29: Attitudes of 18- to 34-Year-Olds toward Technology, Young
    • Urban vs. Other Consumers by Age Group
    • Table 8-30: Attitudes of 18- to 34-Year-Olds toward Technology, Young
    • Urban vs. Other Consumers by Gender
    • Young Urbans Are Early Adopters of Electronics
    • Table 8-31: Attitudes of 18- to 34-Year-Olds toward Buying New Electronics Equipment, Young Urban vs. Other Consumers by Age Group
    • Table 8-32: Attitudes of 18- to 34-Year-Olds toward Buying New Electronics Equipment, Young Urban vs. Other Consumers by Gender
    • Price Not Important When Buying Home Electronics
    • Table 8-33: Attitudes of 18- to 34-Year-Olds toward Price When Buying
    • New Electronics Equipment, Young Urban vs. Other Consumers by
    • Age Group
    • Table 8-34: Attitudes of 18- to 34-Year-Olds toward Price When Buying
    • New Electronics Equipment, Young Urban vs. Other Consumers by Gender
    • Multiple TVs and DVD Players More Common in Young Urban Households
    • Table 8-35: Ownership of Television Sets by 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Gender
    • Table 8-36: Household Ownership of Video Products by 18- to 34-Year-Olds, Young Urbans.vs. Other Consumers by Gender
    • Home Audio Products More Popular
    • Table 8-37: Ownership of Home Audio Products by 18- to 34-Year-Olds,
    • Young Urban vs. Other Consumers by Gender
    • Video Games Capture Attention of Young Urban Men
    • Table 8-38: Attitudes of 18- to 34-Year-Olds toward Video Games, Young Urban vs. Other Consumers by Gender

  • Young Urban Consumers and the Internet
    • Computer Technology Interests Young Urbans
    • Table 8-39: Attitudes of 18- to 34-Year-Olds toward Technology, Young
    • Urban vs. Other Consumers by Age Group
    • Table 8-40: Attitudes of 18- to 34-Year-Olds toward Technology, Young
    • Urban vs. Other Consumers by Gender
    • Young Urbans More Likely to Have Computer at Home
    • Table 8-41: Ownership of Computers by 12- to 34-Year-Olds, Young Urban
    • vs. Other Consumers by Gender
    • Internet Affects Young Urban Consumers More
    • Table 8-42: Impact of Internet on Lifestyles of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Table 8-43: Impact of Internet on Lifestyles of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group
    • Table 8-44: Impact of Internet on Lifestyles of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Young Urban Men Most Likely to Go Online Often
    • Table 8-45: Number of Times 18- to 34-Year-Olds Used Internet at Home in Last 7 Days, Young Urban vs. Other Consumers by Gender
    • Table 8-46: Number of Times 12- to 17-Year-Olds Used Internet at Home in Last 7 Days, Young Urban vs. Other Consumers by Gender
    • Young Urbans Shop Less, Socialize More Online
    • Table 8-47: Online Activities of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Table 8-48: Online Activities in Last 30 Days of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender

Chapter 9 Young Urban Consumers and the Media

  • Print Media
    • Young Urban Consumers Read Newspapers
    • Table 9-1: Attitudes toward Newspapers of 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Age Group
    • Table 9-2: Attitudes toward Newspapers of 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Gender
    • Magazines Very Important to Young Urban Consumers
    • Table 9-3: Attitudes toward Magazines of 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Age Group
    • Table 9-4: Attitudes toward Magazines of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Young Urban Men Turn to Different Magazines
    • Table 9-5: Most Popular Magazines of 18- to 34-Year-Old Men, Young
    • Urban vs. Other Consumers
    • Table 9-6: Similarities and Differences in Magazines Popular with 18- to
    • 34-Year-Old Men, Young Urban vs. Other Consumers
    • Table 9-7: Most Popular Magazines of 18- to 34-Year-Old Women, Young Urban vs. Other Consumers
    • Table 9-8: Similarities and Differences in Magazines Popular with 18- to
    • 34-Year-Old Women, Young Urban vs. Other Consumers
    • Young Urban Teens Mimic Their Elders’ Magazine Choices
    • Table 9-9: Most Popular Magazines of 12- to 17-Year-Old Boys, Young
    • Urban vs. Other Consumers
    • Table 9-10: Similarities and Differences in Magazines Popular with 12- to
    • 17-Year-Old Boys, Young Urban vs. Other Consumers
    • Table 9-11: Most Popular Magazines of 12- to 17-Year-Old Girls, Young
    • Urban vs. Other Consumers
    • Table 9-12: Similarities and Differences in Magazines Popular with 12- to
    • 17-Year-Old Girls, Young Urban vs. Other Consumers
    • Urban Lifestyle Magazines Highly Popular
    • Figure 9-1: Percent Responding that They Read Magazines like Vibe,
    • Trace, Fader, Blender, Details, Complex or The Source, “Core Urbans” and “Reflective Urbans” vs. Others

  • Television
    • Young Urbans Love to Watch TV
    • Table 9-13: Attitudes toward Television of 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Age Group
    • Table 9-14: Attitudes toward Television of 18- to 34-Year-Olds, Young
    • Urban vs. Other Consumers by Gender
    • Pay-per-View and Video-on-Demand More Common in Young Urban Households
    • Table 9-15: Access to Pay-per-View and Video-on-Demand by 18- to
    • 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • More Young Urbans Watch Primetime Network TV
    • Table 9-16: Primetime Network TV Viewing Habits of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Table 9-17: Primetime Network TV Viewing Habits of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Network Choices Similar
    • Table 9-18: Networks Watched by 18- to 34-Year-Olds, Young Urban vs.
    • Other Consumers by Gender
    • Table 9-19: Networks Watched by 12- to 17-Year-Olds, Young Urban vs.
    • Other Consumers by Gender
    • Table 9-20: TV Showtypes Watched by 18- to 34-Year-Old Men, Young
    • Urban vs. Other Consumers
    • Table 9-21: TV Showtypes Watched by 18- to 34-Year-Old Women, Young Urban vs. Other Consumers
    • Table 9-22: TV Showtypes Watched by 12- to 17-Year-Old Boys, Young
    • Urban vs. Other Consumers
    • Table 9-23 : TV Showtypes Watched by 12- to 17-Year-Old Girls, Young
    • Urban vs. Other Consumers
    • Young Urbans More Likely to Watch MTV
    • Table 9-24: Most Popular Cable TV Services of 18- to 34-Year-Old Men,
    • Young Urban vs. Other Consumers
    • Table 9-25: Similarities and Differences in Cable TV Services Popular with
    • 18- to 34-Year-Old Men, Young Urban vs. Other Consumers
    • Table 9-26: Most Popular Cable TV Services of 18- to 34-Year-Old Women, Young Urban vs. Other Consumers
    • Table 9-27: Similarities and Differences in Cable TV Services Popular with
    • 18- to 34-Year-Old Women, Young Urban vs. Other Consumers
    • Table 9-28: Most Popular Cable TV Services of 12- to 17-Year-Old Boys, Young Urban vs. Other Consumers
    • Table 9-29: Similarities and Differences in Cable TV Services Popular with
    • 12- to 17-Year-Old Boys, Young Urban vs. Other Consumers
    • Table 9-30: Most Popular Cable TV Services of 12- to 17-Year-Old Girls, Young Urban vs Other Consumers.
    • Table 9-31: Similarities and Differences in Cable TV Services Popular with
    • 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers

  • Radio
    • Young Urbans Depend on Radio
    • Table 9-32: Attitudes of 18- to 34-Year-Olds toward Radio, Young Urban vs. Other Consumers by Age Group
    • Table 9-33: Attitudes of 18- to 34-Year-Olds toward Radio, Young Urban vs. Other Consumers by Gender
    • More Young Urbans Listen to Radio
    • Figure 9-2: Percent of 18- to 34-Year-Olds Listening to Radio in Last 7 Days, Young Urban vs. Other Consumers by Gender
    • Figure 9-3: Percent of 12- to 17-Year-Olds Listening to Radio in Last 7 Days, Young Urban vs. Other Consumers by Gender
    • Major Differences in Radio Listening Habits
    • Table 9-34: Most Popular Radio Formats of 18- to 34-Year-Old Men, Young Urban vs. Other Consumers
    • Table 9-35: Most Popular Radio Formats of 18- to 34-Year-Old Women,
    • Young Urban vs Other Consumers.
    • Table 9-36: Most Popular Radio Formats of 12- to17-Year-Old Boys, Young Urban vs. Other Consumers
    • Table 9-37: Most Popular Radio Formats of 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers

  • Impact of the Internet on Media Usage
    • Internet Changes Media Habits of Young Urbans
    • Table 9-38: Impact of the Internet on Media Usage of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group
    • Table 9-39: Impact of the Internet on Media Usage of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Young Urban More Likely to Be Involved in Online Versions of Traditional Media
    • Table 9-40: Online Media Activities in Last 30 Days of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender
    • Table 9-41: Online Media Activities in Last 30 Days of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender

Appendix: Addresses of Selected U.S. Young Urban Consumer Market Resources

Abstract:

This completely new Packaged Facts report builds upon the innovative and groundbreaking findings of the 2006 Packaged Facts report The U.S. Urban Youth Market, which analyzed the consumer choices of the tens of millions of 15- to 29-year-olds who connect with hip-hop music. This expanded and updated 2008 report provides an in-depth view of how hip-hop culture continues to influence the lifestyle and buying decisions of Young Urban Consumers as young as 12 and as old as 34.

The 37 million Young Urban Consumers analyzed in this report live in all parts of the country and have an urban mindset, regardless of whether they live in a city, a suburb or a small town. Young Urban Consumers enjoy an aggregate income of $600 billion, and they love to shop and spend. These trendsetters and influencers who affiliate with hip-hop culture exercise a powerful impact on the direction of the fashion, media, entertainment and other key consumer-focused industries.

The first section of the report begins with an overview of strategic trends and opportunities in the Young Urban Consumer market. The report continues with an assessment of the buying power of Young Urban Consumers, a profile of the demographics of the Young Urban Consumer population and a discussion of how the core values of Young Urban Consumers differ from those of others their age.

The next section of the report analyzes how Young Urban Consumers spend money and includes a chapter on their personal finances, shopping behavior and buying patterns. Another chapter highlights consumer behavior patterns in fashion, personal care and food.

The final section of the report focuses on how Young Urban Consumers spend their leisure time. There is a chapter on leisure and entertainment choices, including home entertainment as well as going out to live entertainment events, the movies and restaurants. Another chapter provides an assessment of the media consumption habits of Young Urban Consumers and includes a detailed analysis of magazine readership, television viewing, radio listening and the impact of the Internet on traditional media usage.

Report Methodology
This report is based on information collected directly from firms active in the Young Urban Consumer market, a thorough analysis of relevant industry and trade publications and websites, and Census Bureau population and income data. Data on the consumer behavior of Young Urban Consumers are derived from the Spring 2007 Simmons Market Research Bureau National Consumer Surveys of adults and teens. The report also highlights primary data compiled by Los Angeles, California-based New American Dimensions and Oakland, California-based Carol H. Williams Advertising.

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