Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Snapshot of the market
- Young adults make up almost a quarter of the population
- Age and type of household influence income
- Hanging around campus
- Aging turns attention to finances and more debt
- Leisure time means something different to each group
- Attitudes towards shopping change over time
- Shopping malls—a popular destination for younger respondents
- Respondents shop a wide range of retail stores
- Front and center: the Internet in the lives of young adults
- Shopping online
- Activities online
- Advertising to young adults
- Reaching the 18-34 year old, consumer insights and recommendations
- 18-24-specific
- 25-34-specific
Market Background
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- Introduction
- Population statistics
- Total population
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- Figure 1: U.S. Total population, by age, 2001-11
- Race/ethnicity
- Population of 18-24 year olds by race/ethnicity
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- Figure 2: U.S. population of adults aged 18-24, by race/ethnicity, 2001-11
- Population of 25-34 year olds by race/ethnicity
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- Figure 3: U.S. population of adults aged 25-34, by race/ethnicity, 2001-11
- Gender
- Population of 18-24 year olds by gender
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- Figure 4: U.S. population of adults aged 18-24, by gender, 2001-11
- Population of 25-34 year olds by gender
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- Figure 5: U.S. population of adults aged 25-34, by gender, 2001-11
- Population of 18-24 year old females by race/ethnicity
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- Figure 6: U.S. population of females aged 18-24, by race/ethnicity, 2001-11
- Population of 18-24 year old males by race/ethnicity
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- Figure 7: U.S. population of males aged 18-24, by race/ethnicity, 2001-11
- Population of 25-34 year old females by race/ethnicity
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- Figure 8: U.S. population of females aged 25-34, by race/ethnicity, 2001-11
- Household income
- Household income by age
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- Figure 9: U.S. household income, by age, 2004 and 2005
- Household income by type of household
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- Figure 10: Number of households and household income, by type of household, 2004 and 2005
- The future of work and home/life balance
- Household income by race/ethnicity
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- Figure 11: Number of households and household income, by race/ethnicity, 2004 and 2005
- The family structure
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- Figure 12: Living situations of young adults, by age, October 2006
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- Figure 13: Living location of respondents, by age, October 2006
- Urban vs. rural vs. suburban
Young Adults, Money and Income
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- Financial planning
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- Figure 14: Financial planning habits of young adults, by age, October 2006
- Adults increasingly are urging young people to go to college
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- Figure 15: Forms of payment used for last purchase by young adults, by age, October 2006
- Figure 16: Debt owed by young adults, by age, October 2006
- Figure 17: Status and impact of income and debt among young adults, by age, October 2006
- Figure 18: Impact of other people on spending among young adults, by age, October 2006
- Figure 19: Reasons for paying more for a product among young adults, by age, October 2006
Events and Leisure
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- The events in a young adult’s life
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- Figure 20: Events experienced in last 12 months, by age, May 2005-June 2006
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- Figure 21: Events expected to experience in next 12 months, by age, May 2005-June 2006
- Activities and hobbies
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- Figure 22: Leisure activities participated in during last 12 months, by age, May 2005-June 2006
- Weekend versus weekday
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- Figure 23: Weekday vs. weekend spending among young adults, by age, October 2006
Shopping and Spending Behavior
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- Overview
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- Figure 24: Shopping behavior, by age, May 2005-June 2006
- Novelty is in
- Children hold some of the purse strings
- Attitudes about shopping
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- Figure 25: Attitudes about shopping, by age, May 2005-June 2006
- Shopping trends
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- Figure 26: Shopping companions of young adults, by age, October 2006
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- Figure 27: Where young adults shop, by age, October 2006
Shopping by Sector
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- Clothing and accessories
- Men and apparel
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- Figure 28: Incidence of purchase, by age, May 2005-June 2006
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- Figure 29: Apparel or accessories purchased by men in the past 12 months, by age, May 2005-June 2006
- Women and apparel
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- Figure 30: Incidence of purchase by women, by age, May 2005-June 2006
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- Figure 31: Apparel or accessories purchased by women, by age, May 2005-June 2006
- Attitudes about apparel
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- Figure 32: Opinions about apparel, by age, May 2005-June 2006
Where Do They Shop and Purchase?
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- Shopping malls and strip malls
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- Figure 33: How many visited a shopping mall in the past four weeks, by age, May 2005-June 2006
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- Figure 34: Number of shopping mall visits in the past four weeks, by age, May 2005-June 2006
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- Figure 35: Visited a strip mall in past four weeks, by age, May 2005-June 2006
- Supermarket and food stores
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- Figure 36: Supermarket/food stores visited in past four weeks, by age, May 2005-June 2006
- Convenience stores
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- Figure 37: Convenience stores visited in past four weeks, by age, May 2005-June 2006
- Department, discount, clothing, toy, footwear stores
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- Figure 38: Department/discount/clothing/children’s toy/footwear stores shopped in last three months, by age, May 2005-June 2006
- Where 18-24 year olds shop
- Where 25-34 year olds shop
- Department, discount, clothing and children’s store purchases in past four weeks
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- Figure 39: Department/discount/clothing/children’s toy/footwear stores purchased from in last four weeks, by age, May 2005-June 2006
- Home furnishings stores
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- Figure 40: Home furnishing stores visited in last three months, by age, May 2005-June 2006
- Electronics stores
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- Figure 41: Electronics stores visited in last three months, by age, May 2005-June 2006
- Home improvement stores
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- Figure 42: Home improvement stores visited in last three months, by age, May 2005-June 2006
- Office supplies and computer stores
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- Figure 43: Office supply/computer stores visited in last three months, by age, May 2005-June 2006
Young Adults and the Internet
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- The Internet vs. a physical store
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- Figure 44: Online vs. physical location shopping among young adults, by age, October 2006
- Shopping online—younger respondents
- Trends in online shopping for 18-24 year olds
- Shopping for clothes online — older respondents
- Ordering on the Internet
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- Figure 45: Adults who order online, by age, May 2005-June 2006
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- Figure 46: Ordering online, by age, May 2005-June 2006
- What they are buying—18-24 year olds
- What they are buying—25-34 year olds
- The Internet: a time saver for busy Americans
- How much they spend on the Internet
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- Figure 47: Spending amount online, by age, May 2005-June 2006
- Payment method for online purchases
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- Figure 48: How young adults pay for Internet purchases, by age, May 2005-June 2006
- From where did the offer that resulted in an Internet purchase come?
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- Figure 49: Origin of order purchased online, by age, May 2005-June 2006
- The Internet and lifestyle
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- Figure 50: Attitudes about Internet usage, by age, May 2005-June 2006
- How older respondents use the Internet
- How younger respondents use the Internet
- Online activities
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- Figure 51: Online activities, by age, May 2005-June 2006
- Popular online activities for older respondents
- Popular online activities for younger respondents
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- Figure 52: Most popular websites, 2006
Advertising and Promotion to Young Adults
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- adidas
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- Figure 53: Most adidas commercial featuring Reggie Bush
- iPod
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- Figure 54: iPod commercial featuring Eminem
- Cirque de Soleil—Delirium
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- Figure 55: Cirque de Soleil commercial
- Converse
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- Figure 56: Converse commercial featuring Wayne Wade
- EA Sports—Madden NFL ’07
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- Figure 57: EA Sports—Madden NFL ‘07
- EA Sports—NHL 2007
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- Figure 58: EA Sports—NHL 2007
- Ecco USA
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- Figure 59: Ecco USA commercial
- Gibson Guitars
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- Figure 60: Gibson Guitars commercial
- K-Swiss Sports
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- Figure 61: K-Swiss Sports commercial
- Pringles
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- Figure 62: Pringles commercial
- Reebok
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- Figure 63: Reebok commercial
- Skechers
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- Figure 64: Skechers commercial
Future Trends
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- Demographic shifts
- Summary
- Effect of demographic change on key sectors
- Credit/debt
- The social or family influence
- Retail outlets
- Shopping on the Internet…more
Appendix: Trade Associations
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