The U.S. Youth Market : Deciphering the Diverse Life Stages and Subcultures of 15- to 24-Year-Olds

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Published Jul 1, 2003 | 200 Pages | Pub ID: LA853274

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This new Packaged Facts report offers a comprehensive analysis of the youth market, which is comprised of more than 40 million consumers in the 15- to 24-year-old age group. The report provides an in-depth demographic profile of the youth population and includes forecasts of the purchasing power of key segments of the youth market through 2007. Simmons Market Research Bureau and U.S. government consumer expenditures data are used to present a comprehensive assessment of the attitudes and buying patterns of young consumers. Media usage habits and media serving the youth market are discussed. Marketing, promotional, and advertising strategies are analyzed, and case studies of companies targeting the youth market are highlighted. The report identifies trends and opportunities that are vital to marketers seeking to capitalize on the youth market. Separate chapters are provided on the trendsetting urban youth segment and highly prized college segment.

With purchasing power exceeding $350 billion, 15- to 24-year-olds present a marketing target that is both tantalizing and confusing. Youths in the 15- to 24-year-old age group can be found following diverse paths as they make the transition from high school to young adulthood. While a substantial minority are full-time students, others are working full-time at relatively high-paying jobs. While one in three 18- to 24-year-old females are married and one in five are raising children, more than half of their male counterparts are still living with their parents. Moreover, the youth population is marked by a bewildering array of subcultures ranging from hip-hop to extreme sports.

Report Methodology
The information in The U.S. Youth Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in youth marketing research, as well as companies that market products specifically for young adults (e.g., apparel, automobiles, food and beverage). Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written 17 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
The U.S. Youth Market is a pioneering look at the wildly diverse market represented by 15- to 24-year-old Americans. With this report you will discover how successful marketers learn to tackle the myriad subcultures, from high school and college students to young homemakers, “average” young guys and urban youth. Understand how the hip-hop and extreme sports cultures are crossing over and driving the mainstream youth market. Find out whether young consumers are spending more on technology and less on traditional products such as apparel and footwear. Discover what the accelerating return of twenty-somethings to the parental nest means for marketers.

The report addresses the following segments:

  • Demographic Overview (including market definition, educational achievement, economic status and, health issues)
  • Size and Growth of the Market
  • Consumer Behavior
  • Media (including print, broadcast and Internet usage)
  • Case Studies (of companies marketing to the youth market)
  • The College Segment
  • The Urban Youth Segment
  • Trends and Opportunities

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

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report If your company is already competing in the youth market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for products targeting young Americans, as well as market growth and trends through 2007. Contributing to that understanding will be a complete analysis of youth-related data from published and trade sources, a detailed discussion of the youth market based on Simmons data, and in-depth case studies of companies that are targeting young Americans, with an examination of marketing, advertising and promotional strategies.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for youth-oriented products
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting young Americans.
  • Advertising agencies working with clients in the industries chasing the young adult to help understand the product buyer to develop messages and images that compel youth to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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