• 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