This report examines the dynamic, multicultural young adult population, offering insights into their priorities, interests, hobbies and activities. Given that this generation is at the forefront of digital connectivity, focus is given to their ownership, use of and attitudes towards technology. This report probes how the internet is shaping how young adults shop, socialize, work and communicate, examining how these vary by race and ethnicity.

It also examines how these diverse young adults use blogs and online communities to learn about and shop for new products. Young adults are also an important consumer base for sports, music, entertainment and cultural events. This report probes their interests in these areas, noting commonalities and differences on the basis of race and ethnicity. It examines how digital formats and new technologies are shaping these interests. Major demographic data is also analyzed to deepen the analysis of the consumer research. This report also explores how the role of gender and household income shape preferences among multicultural young adults, offering further understanding into their interests and buying habits.