The U.S. Urban Youth Market: Targeting the Trendsetters

Published: Nov 1, 2000 - 200 Pages

Table of Contents:

  1. Executive Summary
    Introduction
    • Background
    • Overview of Report

    Scope and Methodology
    • Scope of Report
    • Key Terms Defined
    • Methodology

    Evolution of the Urban Youth Market
    • Hip Hop Becomes the Anthem of American Youth
    • Hip Hop Spawns a Market and Creates an Industry
    • Hip-Hop Culture Defines Urban Youth Consumers

    Key Demographic Features of Urban Youth
    • Metro Area Youth Population Will Become More Diverse
    • Most Youths Have Incomes
    • Mean Income of Young Males Exceeds $12,000
    • One in Five Young Male Workers Earn $35,000+
    • Urban Youth Consumers Are Highly Brand-Conscious
    • Consumers Under 25 Spend Differently

    Survey of the Market
    • Number of Leaders Is Key to Size of Market
    • More than 9 Million Leaders and Followers in Urban Youth Market
    • Urban Youth Market Reflects Mainstream Market of the Future
    • Teens in Urban Youth Market Spend $15 Billion
    • Spending by 18- to 24-Year-Olds in Urban Youth Market Totals $55.3 Billion
    • Leaders in Urban Youth Market Spend $34 Billion Annually
    • Total Spending in Secondary Segment of Market Exceeds $36 Billion
    • Total Spending Will Reach $89.1 Billion in 2005

    Urban Youth Media
    • Hip Hop Inspires Television Programming
    • Urban Radio Format Leads in Top Urban Markets
    • Advertisers Turn to Key Hip-Hop Magazines
    • Internet Companies Compete for the Urban Youth Market

    Marketing, Promotion, and Advertising Strategies for the Urban Youth Market
    • Street Marketing Teams Are Vital
    • Product Placement on Celebrities an Important Tool
    • Hip-Hop Celebrities Used In Advertising
    • Dr. Pepper Takes On Sprite in Urban Youth Market
    • Courvoisier Targets Young Urban Adults
    • Sony's Walkman Seeks Hip New Image

    Case Studies of Companies Marketing to Urban Youth
    • FUBU Becomes a Legendary Marketing Force
    • Urban Youth Vital to Soft Drink Brands
    • Reebok and Nike Use Diverse Tactics
    • Ford Designers Focus on Urban Trendsetters
    • SkyTel Affiliates with Hip-Hop Music Awards
    • Urban Marketing Vans Expand Customer Base for Sony Headphones

    The Teen Segment of the Urban Youth Market
    • Most Teens Live in Metropolitan Areas
    • Most Suburban Teens Are Non-Hispanic Whites
    • More than Half of Population of 14-Year-Olds Hold Paying Jobs
    • Most Teens Earn More than Minimum Wage
    • Teens with Year-Round Jobs Earn More than $5,000 Annually
    • Multicultural Teens Earn More than Non-Hispanic White Teens
    • More than 2 Million Metro Area Teens Have Jobs during School Year
    • Annual Earnings of Employed Metro Area Teens Exceed $22 Billion

    The Young Adult Segment of the Urban Youth Market
    • Metro Area Young Adult Population Tops 21 Million
    • Employment Rises among Metro Area 18- to 24-Year-Olds
    • Booming Economy Boosts Employment of Young Black Men in Urban Areas
    • Earnings of Young Adults Working Full Time Unaffected by Race, Ethnicity, or Education Levels
    • Young Adults in Metro Areas Earn More than $200 Billion
  2. Overview
    Market Definition
    • Urban Youth Market Defined
    • Key Terms Defined

    Evolution of the Urban Youth Market
    • A Fad Endures
    • Table 2-1: Key Events in the Development of the Urban Youth Market, 1973-2000
    • Hip Hop Begins on the Streets
    • Hip Hop Crosses Over
    • And Provokes Political Controversy
    • Hip Hop Becomes the Anthem of American Youth
    • Latino Rap Movement Takes Hold
    • Asian-American Artists Seek to Break Out from Underground
    • Hip Hop Spawns a Market and Creates an Industry
    • Hip-Hop Culture Defines Urban Youth Consumers

    Key Demographic Features of Urban Youth
    • Population of 12- to 24-Year-Olds Exceeds 50 Million
    • Table 2-2: Number of 12- to 24-Year-Olds: by Gender, Race, and Hispanic Origin, 2000
    • Youth Population Will Grow Slowly but Diversify Dramatically
    • Table 2-3: Projected Growth in Number of 12- to 24-Year-Olds: by Race and Hispanic Origin, 2000-2020
    • Hispanic Youth Population Will Grow Most Rapidly
    • Table 2-4: Size and Growth of Population of 12- to 24-Year-Olds: by Gender, Race, and Hispanic Origin, 2000-2005
    • More than 40 Million Youths Live in Metropolitan Areas
    • Figure 2-1: Growth of Population of 12- to 24-Year-Olds: Multicultural Segments vs. Non-Hispanic Whites, 2000-2005
    • Table 2-5: Number of 12- to 24-Year-Olds: by Gender, Race, Hispanic Origin, and Location of Residence, 2000
    • Multicultural Youth Predominate in Central Cities
    • Table 2-6: Number of Central-City 12- to 24-Year-Olds: by Gender, Race, and Hispanic Origin, 2000 and 2005
    • Hispanic Youth Will Show Most Growth
    • Table 2-7: Size and Growth of Population of Central-City 12- to 24-Year-Olds vs. Other Population Groups, 2000-2005
    • Non-Hispanic Whites Remain Largest Suburban Population Segment
    • Table 2-8: Number of Suburban 12- to 24-Year-Olds: by Gender, Race, and Hispanic Origin, 2000 and 2005
    • Multicultural Youth Drive Population Growth in Suburbs
    • Table 2-9: Size and Growth of Population of Suburban 12- to 24-Year-Olds vs. Other Population Groups, 2000-2005
    • Metro Area Youth Population Will Become More Diverse
    • Table 2-10: Number of Metro Area 12- to 24-Year-Olds: by Gender, Race, and Hispanic Origin, 2000 and 2005
    • Hispanic and Asian-American Youth Population Will Grow Fastest
    • Table 2-11: Size and Growth of Population of Metro Area 12- to 24-Year-Olds vs. Other Population Groups, 2000-2005
    • Three out of Four Youths Have Incomes
    • Table 2-12: Number of 15- to 24-Year-Olds with Money Incomes and Working Full-Time, Year-Round, 1999
    • Mean Income of Young Males Exceeds $12,000
    • Table 2-13: Distribution of Money Income of 15- to 24-Year-Olds vs. All Ages, 1999
    • One in Five Young Male Workers Earn $35,000+
    • Table 2-14: Distribution of Money Income of Full-Time, Year-Round Workers: 15- to 24-Year-Olds vs. All Ages, 1999

    Urban Youth as Consumers
    • Urban Youth Market Is Psychographic as Well as Geographic
    • African-American Youths Identified as Trendsetting "Urban Mindsets"
    • Urban Youth Consumers Are Highly Brand-Conscious
    • Older Teens and Young Adults Under 25 Spend Differently
    • Table 2-15: Annual Expenditures of Consumers under Age 25 vs. Other Age Groups
    • Urban Youth Consumers May See Going Mainstream as "Selling Out"

    Urban Youth and the Internet
    • Central-City Computer Ownership and Internet Access Present Obstacles to E-Commerce In Primary Segment
    • Table 2-16: Percentage of U.S. Households with a Computer: by Race and Place of Residence, 1998
    • Table 2-17: Percentage of Households Using the Internet at Home: by Race, Hispanic Origin and Income, 1998
    • Table 2-18: Percentage of Persons Using the Internet From Any Location: by Race, Hispanic Origin, and Location of Residence
    • Table 2-19: Availability of Computer and Internet Access at Home: by Community Income
    • But Consumers in Urban Youth Market Still Offer Substantial E-Commerce Opportunities
  3. Survey Of The Market
    Key Characteristics
    • Multicultural Urban Youth Are Concentrated in Relatively Few Urban Areas
    • Table 3-1: Leading Multicultural Urban Areas, 1999
    • Urban Youth Can Have Significant Earnings and Incomes
    • Official Data Understate True Size of Urban Market
    • Table 3-2: Annual Expenditures of African-American Consumers under Age 25
    • Number of Leaders Is Key to Size of Market
    • Surveys Seek to Identify Leaders among Urban Youth
    • Teenage Research Unlimited Measures "Influencers"
    • African American MONITORS See "Hip-Hoppers" and "Urban Mindsets"
    • Size of Population of Teen Leaders Estimated
    • Table 3-3: Number of Teens in Primary Segment of Urban Youth Market: by Race and Hispanic Origin, 2000
    • Packaged Facts Estimates Number of Young Adult Leaders in Urban Youth Market
    • Table 3-4: Number of Young Adults in Primary Segment of Urban Youth Market: by Race and Hispanic Origin, 2000
    • Number of Leaders in Primary Segment of Urban Youth Market Tops 4 Million
    • Table 3-5: Number of 12- to 24-Year-Olds in Primary Segment of Urban Youth Market: by Race and Hispanic Origin, 2000
    • Number of Followers in Urban Youth Market Exceeds 5 Million
    • Table 3-6: Number of Teens in Secondary Segment of Urban Youth Market, by Race and Hispanic Origin, 2000
    • Table 3-7: Number of Young Adults in Secondary Segment of Urban Youth Market: by Race and Hispanic Origin, 2000
    • Table 3-8: Number of 12- to 24-Year-Olds in Secondary Segment of Urban Youth Market: by Race and Hispanic Origin, 2000

    Factors Affecting Market Growth
    • Minimum-Wage Increase Significant
    • Diversity Valued by Young Age Groups
    • Multicultural Teens Will Grow Faster than Other Population Segments
    • Table 3-9: Rate of Growth in the Number of 12- to 17-Year-Olds vs. Other Population Groups, 2000-2005
    • Population of Non-Hispanic White Young Adults Expected to Grow Slowly
    • Table 3-10: Rate of Growth in the Number of 18- to 24-Year-Olds vs. Other Population Groups, 2000-2005
    • Urban Youth Market Reflects Mainstream Market of the Future
    • Table 3-11: Projected Growth in Number of 12- to 24-Year-Olds: by Race and Hispanic Origin, 2000-2020
    • Hip-Hop Culture Faces Transition

    Size and Growth of the Teen Segment of the U.S. Urban Youth Market
    • Teens in Primary Segment of Urban Youth Market Spend $9.4 Billion Annually
    • Table 3-12: Projected Growth in Expenditures of Teens in Primary Segment of Urban Youth Market, 2000-2005
    • Growth Slower in Secondary Segment
    • Table 3-13: Projected Growth in Expenditures of Teens in Secondary Segment of Urban Youth Market, 2000-2005
    • Teens in Urban Youth Market Spend $15 Billion
    • Table 3-14: Projected Growth in Expenditures of All Teens in Urban Youth Market, 2000-2005

    Size and Growth of the Young Adult Segment of the U.S. Urban Youth Market
    • Young Adults in Primary Segment of Urban Youth Market Spend Nearly $25 Billion
    • Table 3-15: Projected Growth in Expenditures of Young Adults in Primary Segment of Urban Youth Market, 2000-2005
    • Spending in Secondary Segment Exceeds $30 Billion
    • Table 3-16: Projected Growth in Expenditures of Young Adults in Secondary Segment of Urban Youth Market, 2000-2005
    • Spending by 18- to 24-Year-Olds in Urban Youth Market Totals $55.3 Billion
    • Table 3-17: Projected Growth in Expenditures of All Young Adults in Urban Youth Market, 2000-2005

    Size and Growth of the Total U.S. Urban Youth Market
    • Leaders in Urban Youth Market Spend $34 Billion Annually
    • Table 3-18: Projected Growth in Primary Segment of Urban Youth Market, 2000-2005
    • Total Spending in Secondary Segment of Market Exceeds $36 Billion
    • Table 3-19: Projected Growth in Secondary Segment of Urban Youth Market, 2000-2005
    • Total Spending Will Reach $89.1 Billion in 2005
    • Table 3-20: Projected Growth in Urban Youth Market, 2000-2005
  4. Urban Youth Media
    Television and Radio
    • MTV Thrives on Hip Hop
    • Black Entertainment Television Reaches Young Urban Audience with Hip-Hop Music Programming
    • UPN Links New Fall Season to Hip-Hop Music Awards
    • NUE-TV Targets Young Urban Demographic
    • HBO Uses Hip Hop to Build New Audience for Boxing
    • TV Wrestling Looks to Urban Youth
    • La Loca Entertainment Produces Shows for Young Urban Latinos
    • Urban Radio Format Leads in Top Urban Markets
    • Hip-Hop Stations Reach More Markets
    • Web Broadcasting Creates Opportunities for Latino Rap

    Print
    • The Source Succeeds with Pure Hip-Hop Play
    • Vibe Remains an Important Force but Blaze Flames Out
    • Hip Magazines with Sports Focus Target Young Urban Males
    • Honey Looks to Multicultural Women Influenced by Hip Hop
    • Paperbacks for Urban Youths Include Advertisements and CDs

    Internet
    • Internet Companies Compete for the Urban Youth Market
    • But Some of the Leading Urban Internet Sites are Struggling
    • Music Channels of BET.com Appeal to Younger Demographic
    • Urban Box Office Network Provides Platform for the "Urban Mindset"
    • Platform Network Combines Content with Commerce
    • Hookt.com Adds E-Commerce to Site
    • Aka.com Brings Hip-Hop Network to the Web
    • Y2G.com Offers Broad Range of Content
    • 360Hiphop.com Is Committed to Street-Level Authenticity
  5. Marketing, Promotion, And Advertising Strategies For The Urban Youth Market
    Fundamentals of Marketing
    • Think Globally
    • Act Locally
    • Keep It Real
    • Target the Leaders
    • Get Out into the Streets
    • Don't Tone It Down
    • Offer Cutting-Edge Products
    • Get People to Try Your Product
    • Create a Buzz on the Street

    Overview of Marketing and Promotional Strategies
    • Rap Labels Pioneered Street Marketing
    • Street Marketing Teams Become Vital to Marketing Strategy
    • Street Marketing Teams Also Support Product Design
    • Product Placement on Celebrities an Important Tool

    Advertising Strategies and Campaigns
    • Dr. Pepper Takes on Sprite in Urban Youth Market
    • Extensive Field Work Finds Niche for Dr. Pepper
    • Dr. Pepper Campaign Themes Relate to the Lives of Urban Teens
    • TV and Radio Spots Ask Urban Youth to Take Life "One Swig at a Time".....
    • Print Ads Focus on How Celebrities Achieved Success
    • High School Textbook Covers Extend Message
    • Sprite Addresses Race and Class Issues in Ad Campaign
    • Soft Drink Ads Feature Multicultural Teens
    • Courvoisier Targets Young Urban Adults
    • Seagram Introduces Hip-Hop Connection
    • Proctor & Gamble Brings Hip Appeal to Folgers
    • VISA Targets Urban Youth
    • AT&T Features Hip-Hop Artists
    • Sony's Walkman Seeks Hip New Image
    • Levi's Quest to Remain Hip
    • Phat Farm's Message is Aspirational
    • Companies Broaden Appeal to Suburbs
    • Lugz Extends Reach
    • Avirex Attracts Suburban Youth
    • Urban Box Office Promotes UBO.net
  6. Case Studies Of Companies Marketing To Urban Youth
    Marketing Case Studies: Apparel
    • FUBU Becomes a Legendary Marketing Force
    • Leveraging LL Cool J
    • Street Marketing
    • Licensing
    • Starter Dispatches Teams Wearing Its New Products
    • Tommy Hilfiger Falters among Urban Youth

    Marketing Case Studies: Beverages
    • Urban Youth Vital to Coca-Cola's Brands
    • Sprite Suceeds with Street Marketing Teams
    • Sprite Launches Edgy Ad campaign
    • "Street Influencers" Lead the Way for Coca-Cola Brand
    • Minute Maid Soda Uses Free Concerts
    • Pepsi-Cola Sees Urban Youth as Mainstream Market of the Future
    • Mountain Dew Uses Hip-Hop Advertising to Diversify Market
    • Hip-Hop Music Tours Key Part of Pepsi-Cola Strategy
    • Pepsi-Cola Battles Coca-Cola in Urban Trenches
    • Dr. Pepper Sponsors Van Tour
    • Triarc Beverage Group Appeals to Multicultural Young Adults and Teens
    • Mistic Marketing Efforts Have Urban and Ethnic Components
    • Continuous New Product Launches Play Important Strategic Role
    • Onsite Promotions Raise Profile of New Microbrew
    • Bacardi Counts on Comedy Tours

    Marketing Case Studies: Footwear
    • And 1 Returns to Its Roots
    • Caterpillar Footwear Pursues Comprehensive Marketing Strategy
    • Lugz Uses Barbershops as Promotional Tool
    • Reebok and Nike Use Diverse Tactics
    • Reebok Depends on Endorsements from Athletes
    • Nike Pioneers Localized Marketing Strategies
    • Converse Looks to the Street for Marketing Strategy Inputs

    Marketing Case Studies: Music, Entertainment, and Media
    • Street Promotions Drive Strategy of Elektra Records
    • Def Jam Records Uses the Internet to Create a Buzz
    • Platform Network Launches Traditional Offline Campaign
    • Urban Latino Gets Personal

    Marketing Case Studies: Retail
    • d.e.m.o. Stores Find Favor in Suburban Malls with Hip Urban Brands
    • Local Retail Chains Seek Out Suburban Youth with Urban Fashion

    Marketing Case Studies: Automotive
    • Ford Focuses on Urban Trendsetters
    • Focus Designers Tap into Urban Youth Culture
    • Focus Uses Urban Marketing Strategy
    • Toyota Uses Hip Hop to Attract Younger Buyers

    Marketing Case Studies: Other Consumer Products and Services
    • SkyTel Affiliates with Hip-Hop Music Awards
    • Street Vans Build Broader Market for Sony Headphones
    • Timex Uses Humvee Image to Relate to Urban Youth
  7. The Teen Segment Of The Urban Youth Market
    Size and Growth of Population
    • Total Teen Population Exceeds 23 Million
    • Table 7-1: Number of 12- to 17-Year-Olds: by Gender, Race, and Hispanic Origin, 2000
    • Multicultural Segments of Teen Population Will Grow Rapidly
    • Table 7-2: Number of 12- to 17-Year-Olds: by Gender, Race, and Hispanic Origin, 2000
    • Multicultural Segments Will Account for 80% of Population Growth among Teens
    • Table 7-3: Size and Growth of Population of 12- to 17-Year-Olds: by Gender, Race, and Hispanic Origin, 2000-2005
    • Figure 7-1: Growth of Teen Population: Multicultural Segments vs. Non-Hispanic Whites, 2000-2005
    • Most Teens Live in Metropolitan Areas
    • Table 7-4: Number of 12- to 17-Year-Olds: by Gender, Race, Hispanic Origin, and Location of Residence, 2000
    • Table 7-5: Number of 12- to 17-Year-Olds: by Gender, Race, Hispanic Origin, and Location of Residence, 2005
    • Multicultural Teens Are in the Majority in Central Cities
    • Table 7-6: Size and Growth of Population of Central-City 12- to 17-Year-Olds: by Gender, Race, and Hispanic Origin, 2000-2005
    • Hispanic Teens Show Highest Growth Rates in Central Cities
    • Table 7-7: Size and Growth of Population of Central-City 12- to 17-Year-Olds vs. Other Population Groups, 2000-2005
    • Most Suburban Teens Are Non-Hispanic Whites
    • Table 7-8: Number of Suburban 12- to 17-Year-Olds: by Gender, Race, and Hispanic Origin, 2000 and 2005
    • Growth Rates Highest among Multicultural Suburban Teens
    • Figure 7-2: Growth of U.S. Suburban Teen Population: Multicultural Segments vs. Non-Hispanic Whites, 2000-2005
    • Table 7-9: Size and Growth of Population of Suburban 12 to 17-Year-Olds: by Gender, Race, and Hispanic Origin, 2000-2005
    • Suburban Teen Population Will Grow Slowly
    • Table 7-10: Size and Growth of Population of Suburban 12- to 17-Year-Olds vs. Other Population Groups, 2000-2005

    Employment and Income Patterns
    • More than Half of Population of 14-Year-Olds Hold Paying Jobs
    • Table 7-11: Percent of 14-Year-Olds Employed: by Race and Hispanic Origin, 1994-1997
    • Employment Less Common among Multicultural 15- to 17-Year-Olds
    • Table 7-12: Employment-Population Ratio of Persons 15 to 17 Years of Age: by Selected Characteristics, School and Summer Months, 1996-1998
    • Teens Work 17 Hours a Week during School Months
    • Table 7-13: Average Hours of Work per Week of Persons 15 to 17 Years of Age: by Selected Characteristics, School and Summer Months, 1996-1998
    • Most Teens Earn More than Minimum Wage
    • Table 7-14: Hourly Earnings of Persons 15 to 17 Years of Age, 1998
    • Table 7-15: Distribution of Hourly Earnings of Persons 15 to 17 Years of Age, 1998
    • Older Teens Earn More
    • Table 7-16: Median Hourly Earnings of Persons 15 to 17 Years of Age: by Selected Characteristics, School and Summer Months, 1998
    • Average Weekly Earnings of Employed Teens Exceed $100
    • Table 7-17: Average Weekly Earnings of Employed 15- to 17-Year-Olds, 2000
    • Teens with Year-Round Jobs Earn More than $5,000 Annually
    • Table 7-18: Average Annual Earnings of Employed 15- to 17-Year-Olds, 2000
    • Multicultural Teens Earn More than Non-Hispanic White Teens
    • More than 2 Million Metro Area Teens Have Jobs during School Year
    • Table 7-19: Number of Employed 15- to 17-Year-Olds Living in Metropolitan Areas: by Race and Hispanic Origin, 2000
    • Annual Earnings of Employed Metro Area Teens Exceed $22 Billion
    • Table 7-20: Aggregate Annual Earnings of Employed 15- to 17-Year-Olds Living in Metropolitan Areas: by Race and Hispanic Origin, 2000

    Consumer Behavior
    • African-American Inner-City Teens More Likely to Spend on Clothing
    • African-American Male Teens Look to Media for Fashion Clues
    • African-American Teens Favor Ads with Hip-Hop Celebrities
  8. The Young Adult Segment Of The Urban Youth Market
    Demographic Profile
    • Young Adults Total Nearly 27 Million
    • Table 8-1: Number of 18- to 24-Year-Olds: by Gender, Race, and Hispanic Origin, 2000
    • Young Adult Population Will Become More Multicultural
    • Table 8-2: Projected Growth in Number of 18- to 24-Year-Olds: by Race and Hispanic Origin, 2000-2020
    • But Multicultural Influence Higher among Teens
    • Table 8-3: Size and Growth of the Population of 18- to 24-Year-Olds: by Gender, Race, and Hispanic Origin, 2000-2005
    • Metro Area Young Adult Population Tops 21 Million
    • Figure 8-1: Growth of Young Adult Population: Multicultural Segments vs. Non-Hispanic Whites, 2000-2005
    • Table 8-4: Number of 18- to 24-Year-Olds: by Gender, Race, Hispanic Origin, and Location of Residence, 2000
    • Table 8-5: Number of 18- to 24-Year-Olds: by Gender, Race, and Hispanic Origin, and Location of Residence, 2005
    • African Americans and Hispanics Key Components of Central-City Young Adult Population
    • Table 8-6: Number of Central-City 18- to 24-Year-Olds: by Gender, Race, and Hispanic Origin, 2000 and 2005
    • Asian-American Young Adult Population Expected to Grow Most Rapidly
    • Table 8-7: Size and Growth of Population of Central-City 18- to 24-Year-Olds vs. Other Population Groups, 2000-2005
    • Non-Hispanic White Young Adults Remain Large Majority in the Suburbs
    • Table 8-8: Number of Suburban 18- to 24-Year-Olds: by Gender, Race, and Hispanic Origin, 2000 and 2005
    • Multicultural Young Adults Will Grow in Importance
    • Figure 8-2: Growth of Suburban Young Adult Population: Multicultural Segments vs. Non-Hispanic Whites, 2000-2005
    • Table 8-9: Size and Growth of Population of Suburban 18 to 24-Year-Olds: by Gender, Race, and Hispanic Origin, 2000-2005
    • Suburban Young Adults Show Relatively High Growth
    • Table 8-10: Rate of Growth in the Number of Suburban 18- to 24-Year-Olds vs. Other Population Groups, 2000-2005

    Employment and Income Patterns
    • Unemployment Rate among 18- to 24-Year-Olds Shows Steady Decrease
    • Number of Unemployed Young Adults Declines
    • Employment Rises among Metro Area 18- to 24-Year-Olds
    • Figure 8-3: Average Quarterly Unemployment Rate of 18- to 19-Year-Olds and 20- to 24-Year-Olds, 1997-1999
    • Figure 8-4: Number of Unemployed 18- to 24-Year-Olds, 1997-1999
    • Table 8-11: Number of Employed 18- to 24-Year-Olds Living In Metropolitan Areas, 1999 vs. 2000
    • Booming Economy Boosts Employment of Young Black Men in Urban Areas
    • Mean Earnings of 20 Million Young Adults Exceed $12,000 Annually
    • Table 8-12: Annual Earnings of 18- to 24-Year-Olds: by Educational Attainment, 1999
    • Earnings of Young Adults Vary by Race and Ethnicity
    • Table 8-13: Annual Earnings of 18-to 24-Year-Olds: by Race and Hispanic Origin, 1999
    • More than 7 Million 18- to 24-Year-Olds Work Full Time
    • Table 8-14: Annual Earnings of 18- to 24-Year-Olds Working Full-Time, Year-Round: by Educational Attainment, 1999
    • Earnings of Young Adults Working Full Time Unaffected by Race and Ethnicity
    • Table 8-15: Annual Earnings of 18-to 24-Year-Olds Working Full-Time, Year-Round: by Race and Hispanic Origin, 1999
    • Education Premium Does Not Affect Young Adults
    • Table 8-16: Annual Earnings of 18-to 24-Year-Olds Working Full-Time, Year-Round: by Race and Hispanic Origin, 1999
    • Young Adults in Metro Areas Earn More than $200 Billion
    • Table 8-17: Aggregate Annual Earnings of All 18-to 24-Year-Olds Living in Metropolitan Areas: by Race and Hispanic Origin, 2000
    • Young Adults in Metro Areas Working Full-Time Earn More than $128 Billion
    • Table 8-18: Aggregate Annual Earnings of All 18-to 24-Year-Old Full-Time, Year-Round Workers Living in Metropolitan Areas: by Race and Hispanic Origin, 2000

    Consumer Behavior
    • Young African-American Male Shoppers Are Loyal to Brands
    • Table 8-19: Shopping Behavior: 18- to 24-Year-Old African-American Males vs. Other 18- to 24-Year-Olds
    • Multicultural Young Adults Above-Average Spenders on Personal Electronics
    • Table 8-20: Purchases of Personal Electronic Equipment within Past 12 Months by 18- to 24-Year-Olds: by Gender, Race and Hispanic Origin
    • African-American Males Most Likely to Buy Apparel
    • Table 8-21: Purchases of Apparel and Footwear within Past 12 Months by 18- to 24-Year-Old Males: by Race and Hispanic Origin
    • Young Women More Likely to Favor Live Entertainment
    • Table 8-22: Leisure Activities of 18- to 24-Year-Olds within Past 12 Months: by Gender, Race and Hispanic Origin

Appendix I: Examples of Urban Youth Advertising
Appendix II: Addresses of Selected Urban Youth Market Resources
  • Advertising Agencies/Marketing Consultants
  • Internet Sites
  • Publications

Abstract:

This new Packaged Facts report presents an in-depth analysis of the urban youth market and shows why this rapidly evolving multicultural market is of vital importance to marketers. The urban youth market potentially includes the more than 40 million 12- to 24-year-olds living in metropolitan areas of the United States. This fast-growing market is important in its own right because of the increasing purchasing power of the teens and young adults who are part of the market. Even more important is the fact that the urban youth market is driven by trendsetters who have a major impact on the consumer preferences of teens and young adults in the general market in the United States and worldwide. This Packaged Facts report highlights why and how the influence of the urban youth market now extends across a broad range of industries, including apparel, automotive, footwear, beverages, consumer electronics, and all facets of the entertainment industry. Find out why companies entering the urban youth market today will be better prepared to compete in the mainstream market of tomorrow. Learn how urban marketers use non-traditional advertising media and "street marketing teams" to get consumer inputs and launch new products. Explore ways to leverage peer influence to elevate brands.

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