Sections |
| Title | Starting Page | Number of Pages |
|---|
| Analyst Biography | 3 | 1 |
| Chapter 1 Executive Summary | 25 | 1 |
| Introduction | 25 | 2 |
| Scope and Methodology | 27 | 1 |
| Trends and Opportunities | 28 | 2 |
| Market Overview | 30 | 2 |
| Demographic Profile of Young Urban Consumers | 32 | 2 |
| Core Values of Young Urban Consumers | 34 | 2 |
| Overview of Consumer Attitudes and Behavior | 36 | 2 |
| Highlights of Consumer Behavior | 38 | 3 |
| Leisure and Entertainment Choices | 41 | 3 |
| Young Urban Consumers and the Media | 44 | 2 |
| Section 1 Overview | 49 | 1 |
| Chapter 2 Trends and Opportunities | 49 | 1 |
| Market Trends | 50 | 8 |
| Market Opportunities | 58 | 5 |
| Chapter 3 Market Overview | 65 | 1 |
| Size of the Population of Young Urban Consumers | 66 | 2 |
| Buying Power of Young Urban Consumers | 68 | 2 |
| Chapter 4 Demographic Profile of Young Urban Consumers | 73 | 1 |
| Where Young Urban Consumers Live | 74 | 1 |
| Race and Hispanic Origin | 76 | 3 |
| Social and Economic Indicators | 80 | 4 |
| Chapter 5 Core Values of Young Urban Consumers | 85 | 14 |
| Consu | 99 | 1 |
| Section 2 How Young Urban Consumers Spend Money | 103 | 1 |
| Chapter 6 Overview of Consumer Attitudes and Behavior | 103 | 1 |
| Attitudes toward Spending | 104 | 4 |
| Shopping Behavior | 109 | 12 |
| Receptivity to Advertising | 123 | 7 |
| Chapter 7 Highlights of Consumer Behavior | 133 | 1 |
| Fashion | 134 | 12 |
| Personal Care | 148 | 1 |
| Automotive | 152 | 8 |
| Food | 160 | 4 |
| Section 3 How Young Urban Consumers Spend Time | 167 | 1 |
| Chapter 8 Leisure and Entertainment Choices | 167 | 1 |
| The Social World of Young Urban Consumers | 168 | 4 |
| Overview of Leisure-Time Activities | 173 | 10 |
| Listening to Music | 183 | 4 |
| Going Out | 187 | 8 |
| Home Entertainment | 195 | 6 |
| Young Urban Consumers and the Internet | 201 | 5 |
| Chapter 9 Young Urban Consumers and the Media | 209 | 1 |
| Print Media | 210 | 12 |
| Television | 222 | 8 |
| Radio | 238 | 4 |
| Impact of the Internet on Media Usage | 243 | 2 |
| Appendix: Addresses of Selected U.S. Young Urban Consumer Market Resources | 247 | 3 |
Tables |
| Title | Starting Page | Number of Pages |
|---|
| 1 Selected Opportunities Related to Shopping Habits of 18- to 34-Year-Old Young Urban Consumers | 59 | 1 |
| 2 Selected Opportunities Related to Leisure and Entertainment Activities of 18- to 34- Year-Old Young Urban Consumers | 60 | 1 |
| 3 Selected Opportunities Related to Apparel and Watch Purchases by 18- to 34-Year-Old Young Urban Consumers | 61 | 1 |
| 4 Selected Opportunities Related to Ownership and Purchase of Automotive Vehicles by 18- to 34-Year-Old Young Urban C | 62 | 1 |
| 5 Selected Opportunities Related to 12- to 17-Year-Old Young Urban Consumers | 63 | 1 |
| 1 12- to 34-Year-Old Young Urban Consumers by Age Group, 2007 (in thousands) | 66 | 1 |
| 2 Growth in Population of 12- to 34-Year-Old Young Urban Consumers by Age Group, 2007-2012 (in thousands) | 67 | 1 |
| 3 Aggregate Income of 12- to 34-Year-Old Young Urban Consumers by Age Group, 2007 | 68 | 1 |
| 4 Aggregate Income of 12- to 34-Year-Old Young Urban Consumers by Age, 2007 | 69 | 1 |
| 5 Projected Growth in Aggregate Income of 12- to 34-Year-Old Young Urban Consumers, 2007-2012 | 70 | 1 |
| 6 Projected Growth in Aggregate Income of 12- to 17-Year-Old Young Urban Consumers, 2007-2012 | 70 | 1 |
| 7 Projected Growth in Aggregate Income of 18- to 24-Year-Old Young Urban Consumers, 2007-2012 | 71 | 1 |
| 8 Projected Growth in Aggregate Income of 25- to 34-Year-Old Young Urban Consumers, 2007-2012 | 71 | 1 |
| 1 Population Distribution of 12- to 34-Year-Olds by Size of Metropolitan Area, Young Urban vs. Other Consumers | 74 | 1 |
| 2 Regional Distribution of 12- to 34-Year-Olds, Young Urban vs. Other Consumers | 75 | 1 |
| 3 12- to 34-Year-Olds by Age Group and Race and Hispanic Origin, Young Urban vs. Other Consumers | 77 | 1 |
| 4 Leading Young Urban Consumer Segments by Age Group and Race and Hispanic Origin | 78 | 1 |
| 5 Favorite Type of Music of 14- to 28-Year-Old Asian Americans by Generation | 79 | 1 |
| 6 12- to 34-Year-Old Young Urban Consumers by Age Group and Gender | 80 | 1 |
| 7 Educational Achievement of 18- to 34-Year-Olds by Age Group, Young Urban vs. Other Consumers | 81 | 1 |
| 8 Marital Status of 18- to 34-Year-Olds by Age Group, Young Urban vs. Other Consumers | 81 | 1 |
| 9 Employment Status of 18- to 34-Year-Olds by Age Group, Young Urban vs. Other Consumers | 82 | 1 |
| 10 Occupation of 25- to 34-Year-Olds, Young Urban vs. Other Consumers | 82 | 1 |
| 11 Distribution of Household Income of 18- to 34-Year-Olds by Age Group, Young Urban vs. Other Consumers | 83 | 1 |
| 12 Political Orientation of 18- to 34-Year-Olds by Age Group, Young Urban vs. Other Consumers | 84 | 1 |
| 1 Core Value of 18- to 34-Year-Old Young Urban Consumers by Age Group: Feeling Insecure and Anxious | 86 | 1 |
| 2 Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Feeling Insecure and Anxious | 87 | 1 |
| 3 Core Value of 18- to 34-Year-Old Young Urban Consumers by Age Group: Living on the Edge | 87 | 2 |
| 4 Core Value of 18- to-34-Year-Old Young Urban Consumers by Gender: Living on the Edge | 88 | 1 |
| 5 Core Value of 18- to 34-Year-Old Young Urban Consumers by Age Group: Celebrating Non-conformity | 89 | 1 |
| 6 Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Celebrating Non-conformity | 89 | 1 |
| 7 Core Value of 18- to 34-Year-Old Young Urban Consumers by Age Group: Wanting to Try Out New Things | 91 | 1 |
| 8 Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Wanting to Try Out New Things | 91 | 1 |
| 9 Core Value of 18- to 34-Year-Old Young Urban Consumers by Age Group: Setting Trends | 92 | 1 |
| 10 Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Setting Trends | 93 | 1 |
| 11 Attitudes toward Trends and New Products, Core and Reflective Urbans vs. Others | 94 | 1 |
| 12 Core Value of 12- to 17-Year-Old Young Urban Consumers by Gender: Influencing Others | 95 | 1 |
| 13 Core Value of 18- to 34-Year-Old Young Urban Consumers by Age Group: Influencing Others | 95 | 1 |
| 14 Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Influencing Others | 96 | 1 |
| 15 Core Value of 18- to 34-Year-Old Young Urban Consumers by Age Group: Following the Latest Fashion Trends | 97 | 1 |
| 16 Core Value of 18- to 34-Year-Old Young Urban Consumers by Gender: Following the Latest Fashion Trends | 97 | 1 |
| 17 Core Value of 12- to 17-Year-Old Young Urban Consumers by Gender: Following the Latest Fashion Trends | 98 | 1 |
| 1 Selected Attitudes toward Personal Finances of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 104 | 1 |
| 2 Selected Attitudes toward Personal Finances of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 105 | 1 |
| 3 Attitudes toward Saving of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 105 | 1 |
| 4 Ownership of Bank Accounts by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 106 | 1 |
| 5 Ownership of Bank Accounts by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 106 | 1 |
| 6 Financial Profile of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 107 | 1 |
| 7 Use of ATM and Credit Cards by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 107 | 2 |
| 8 Use of ATM and Credit Cards by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 108 | 1 |
| 9 Attitudes toward Shopping of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 109 | 1 |
| 10 Attitudes toward Shopping of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 109 | 1 |
| 11 Percent of 18- to 34-Year-Olds Who Say They Go Shopping Frequently, Young Urban vs. Other Consumers by Gender and | 110 | 1 |
| 12 Frequency of 18- to 34-Year-Olds Shopping at Malls in Last 4 Weeks, Young Urban vs. Other Consumers by Gender | 111 | 1 |
| 13 Frequency of Shopping by 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 111 | 1 |
| 14 Attitudes of 18- to 34-Year-Olds toward Shopping with Friends, Young Urban vs. Other Consumers by Age Group | 112 | 1 |
| 15 Attitudes of 18- to 34-Year-Olds toward Shopping with Friends, Young Urban vs. Other Consumers by Gender | 112 | 1 |
| 16 Shopping by 12- to 17-Year-Olds as a Social Event, Young Urban vs. Other Consumers by Gender | 113 | 1 |
| 17 Brand Loyalty of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 114 | 1 |
| 18 Brand Loyalty of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 114 | 1 |
| 19 Impact of Price on Shopping Behavior of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 115 | 1 |
| 20 Impact of Price on Shopping Behavior of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 116 | 1 |
| 21 Percent of 12- to 17-Year-Olds Spending Money on Selected Categories of Products and Services by Category of Expen | 117 | 1 |
| 22 Stores Shopped in Last 3 Months by 18- to 34-Year-Old Men, Young Urban vs. Other Consumers | 118 | 1 |
| 23 Stores Shopped in Last 3 Months by 18- to 34-Year-Old Women, Young Urban vs. Other Consumers | 119 | 1 |
| 24 Home Electronics Stores Shopped in Last 3 Months by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 120 | 1 |
| 25 Stores Shopped in Last 3 Months by 12- to 17-Year-Old Boys, Young Urban vs. Other Consumers | 121 | 1 |
| 26 Stores Shopped in Last 3 Months by 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers | 122 | 1 |
| 27 Attitudes of 18- to 34-Year-Olds toward Advertising, Young Urban vs. Other Consumers by Age Group | 123 | 1 |
| 28 Attitudes of 18- to 34-Year-Olds toward Advertising, Young Urban vs. Other Consumers by Gender | 123 | 1 |
| 29 Impact of Advertising on Purchasing Decisions of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 124 | 1 |
| 30 Impact of Advertising on Purchasing Decisions of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 124 | 1 |
| 31 Attitudes of 18- to 34-Year-Olds toward Outdoor Advertising, Young Urban vs. Other Consumers by Age Group | 125 | 1 |
| 32 Attitudes of 18- to 34-Year-Olds toward Outdoor Advertising, Young Urban vs. Other Consumers by Gender | 125 | 1 |
| 33 Attitudes of 18- to 34-Year-Olds toward Ads in Movie Theaters, Young Urban vs. Other Consumers by Age Group | 126 | 1 |
| 34 Attitudes of 18- to 34-Year-Olds toward Ads in Movie Theaters, Young Urban vs. Other Consumers by Gender | 126 | 1 |
| 35 Impact of Advertising on 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 127 | 1 |
| 36 Attitudes of 18- to 34-Year-Olds toward Television Advertising, Young Urban vs. Other Consumers by Age Group | 127 | 1 |
| 37 Attitudes of 18- to 34-Year-Olds toward Television Advertising, Young Urban vs. Other Consumers by Gender | 128 | 1 |
| 38 Attitudes of 18- to 34-Year-Olds toward Watching Commercials, Young Urban vs. Other Consumers by Age Group | 128 | 1 |
| 39 Attitudes of 18- to 34-Year-Olds toward Watching Commercials, Young Urban vs. Other Consumers by Gender | 129 | 1 |
| 40 Impact of Product Placement on 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 130 | 1 |
| 41 Impact of Product Placement on 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 131 | 1 |
| 1 Clothes and Self-Image of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 134 | 1 |
| 2 Clothes and Self-Image of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 134 | 1 |
| 3 Clothes and Self-Image of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 135 | 1 |
| 4 Attitudes of 18- to 34-Year-Olds toward New Clothing Styles, Young Urban vs. Other Consumers by Age Group | 136 | 1 |
| 5 Attitudes of 18- to 34-Year-Olds toward New Clothing Styles, Young Urban vs. Other Consumers by Gender | 136 | 1 |
| 6 Attitudes of 18- to 34-Year-Olds toward Fashion, Young Urban vs. Other Consumers by Age Group | 138 | 1 |
| 7 Attitudes of 18- to 34-Year-Olds toward Fashion, Young Urban vs. Other Consumers by Gender | 138 | 1 |
| 8 Attitudes of 12- to 17-Year-Olds toward Fashion, Young Urban vs. Other Consumers by Gender | 139 | 1 |
| 9 Attitudes of 18- to 34-Year-Olds toward Shopping for Clothes, Young Urban vs. Other Consumers by Age Group | 139 | 2 |
| 10 Attitudes of 18- to 34-Year-Olds toward Shopping for Clothes, Young Urban vs. Other Consumers by Gender | 140 | 1 |
| 11 Attitudes of 18- to 34-Year-Olds toward Designer Clothes, Young Urban vs. Other Consumers by Age Group | 141 | 1 |
| 12 Attitudes of 18- to 34-Year-Olds toward Designer Clothes, Young Urban vs. Other Consumers by Gender | 141 | 1 |
| 13 Clothing Items and Accessories Purchased in Last 12 Months by 18- to 34-Year-Old Men, Young Urban vs. Other Consum | 142 | 1 |
| 13 Clothing Items and Accessories Purchased in Last 12 Months by 18- to 34-Year-Old Men, Young Urban vs. Other | 143 | 1 |
| 14 Clothing Items and Accessories Purchased in Last 12 Months by 18- to 34-Year-Old Women, Young Urban vs. Other Cons | 143 | 1 |
| 14 Clothing Items and Accessories Purchased in Last 12 Months by 18- to 34-Year-Old Women, Young Urban vs. Oth | 144 | 1 |
| 15 Watch Purchases in Last 12 Months by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 144 | 1 |
| 16 Type of Sneakers/Athletic Shoes Purchased in Last 12 Months by 12- to 34-Year-Old Males, Young Urban vs. Other Con | 146 | 1 |
| 17 Brand of Sneakers/Athletic Shoes Purchased in Last 12 Months by 12- to 17-Year-Old Males, Young Urban vs. Other Co | 147 | 1 |
| 18 Brand of Sneakers/Athletic Shoes Purchased in Last 12 Months by 18- to 34-Year-Old Males, Young Urban vs. Other Co | 147 | 1 |
| 19 Attitudes of 12- to 17-Year-Olds toward Looks, Young Urban vs. Other Consumers by Gender | 148 | 1 |
| 20 Use of Personal-Care Products by 12- to 34-Year-Old Males, Young Urban vs. Other Consumers by Age Group | 149 | 1 |
| 21 Use of Personal-Care Products by 12- to 34-Year-Old Females, Young Urban vs. Other Consumers by Age Group | 150 | 2 |
| 22 Attitudes of 18- to 34-Year-Olds toward Self-Image and Automobiles, Young Urban vs. Other Consumers by Age Group | 152 | 1 |
| 23 Attitudes of 18- to 34-Year-Olds toward Self-Image and Automobiles, Young Urban vs. Other Consumers by Gender | 152 | 1 |
| 24 Attitudes of 18- to 34-Year-Olds toward Driving, Young Urban vs. Other Consumers by Age Group | 153 | 1 |
| 25 Attitudes of 18- to 34-Year-Olds toward Driving, Young Urban vs. Other Consumers by Gender | 153 | 1 |
| 26 Reasons 18- to 34-Year-Olds Buy a Car, Young Urban vs. Other Consumers by Age Group | 154 | 1 |
| 27 Reasons 18- to 34-Year-Olds Buy a Car, Young Urban vs. Other Consumers by Gender | 154 | 2 |
| 28 Attitudes of 18- to 34-Year-Olds toward Safety, Young Urban vs. Other Consumers by Age Group | 155 | 1 |
| 29 Attitudes of 18- to 34-Year-Olds toward Safety, Young Urban vs. Other Consumers by Gender | 156 | 1 |
| 30 Attitudes of 18- to 34-Year-Olds toward SUVs and Luxury Vehicles, Young Urban vs. Other Consumers by Age Group | 156 | 1 |
| 31 Attitudes of 18- to 34-Year-Olds toward SUVs and Luxury Vehicles, Young Urban vs. Other Consumers by Gender | 157 | 1 |
| 32 Attitudes of 18- to 34-Year-Olds toward New Cars, Young Urban vs. Other Consumers by Age Group | 157 | 1 |
| 33 Attitudes of 18- to 34-Year-Olds toward New Cars, Young Urban vs. Other Consumers by Gender | 158 | 1 |
| 34 Next Vehicle to Be Purchased by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender, New vs. Used | 158 | 1 |
| 35 Attitudes of 18- to 34-Year-Olds toward Foreign Cars, Young Urban vs. Other Consumers by Age Group | 159 | 1 |
| 36 Attitudes of 18- to 34-Year-Olds toward Foreign Cars, Young Urban vs. Other Consumers by Gender | 159 | 1 |
| 37 Attitudes of 18- to 34-Year-Olds toward Healthy Eating, Young Urban vs. Other Consumers by Age Group | 160 | 1 |
| 38 Attitudes of 18- to 34-Year-Olds toward Healthy Eating, Young Urban vs. Other Consumers by Gender | 161 | 1 |
| 39 Attitudes of 18- to 34-Year-Olds toward Dieting, Young Urban vs. Other Consumers by Age Group | 161 | 1 |
| 40 Attitudes of 18- to 34-Year-Olds toward Dieting, Young Urban vs. Other Consumers by Gender | 162 | 1 |
| 41 Attitudes of 18- to 34-Year-Olds toward Snacking, Young Urban vs. Other Consumers by Age Group | 162 | 1 |
| 42 Attitudes of 18- to 34-Year-Olds toward Snacking, Young Urban vs. Other Consumers by Gender | 163 | 1 |
| 43 Attitudes of 18- to 34-Year-Olds toward New Foods, Young Urban vs. Other Consumers by Age Group | 163 | 1 |
| 44 Attitudes of 18- to 34-Year-Olds toward New Foods, Young Urban vs. Other Consumers by Gender | 164 | 1 |
| 1 Attitudes of 12- to 17-Year-Olds toward Friends, Young Urban vs. Other Consumers by Gender | 168 | 1 |
| 2 Online Social Networking Activities of 12- to 17-Year-Olds, Young Urban vs. Other Consumers | 169 | 1 |
| 3 Percent of 12- to 34-Year-Olds Owning Cell Phones, Young Urban vs. Other Consumers by Age Group | 171 | 1 |
| 4 Use of Cell Phone Services by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 171 | 2 |
| 5 Use of Cell Phone Services by 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 172 | 1 |
| 6 Attitudes of 12- to 17-Year-Olds toward Selected Leisure Activities, Young Urban vs. Other Consumers by Gender | 173 | 1 |
| 7 Leisure Activities Performed in Last 12 Months by 12- to 17-Year-Old Boys, Young Urban vs. Other Consumers | 174 | 1 |
| 8 Leisure Activities Performed in Last 12 Months by 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers | 175 | 1 |
| 9 Participation in Leisure Activity/Hobby in Last 12 Months by 18- to 34-Year-Olds, Young Urban vs. Other Consumers b | 176 | 1 |
| 10 Sports Played in Last 12 Months by 12- to 17-Year-Old Boys, Young Urban vs. Other Consumers | 178 | 1 |
| 11 Sports Played in Last 12 Months by 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers | 179 | 1 |
| 12 Sports Played in Last 12 Months by 18- to 34-Year-Old Men, Young Urban vs. Other Consumers | 180 | 1 |
| 13 Sports Played in Last 12 Months by 18- to 34-Year-Old Women, Young Urban vs. Other Consumers | 181 | 1 |
| 14 Participation in Physical Fitness Program in Last 12 Months by 18- to 34-Year-Olds, Young Urban vs. Other Consumer | 182 | 1 |
| 15 Attitudes of 12- to 17-Year-Olds toward Music, Young Urban vs. Other Consumers by Gender | 183 | 1 |
| 16 Percent of 18- to 34-Year-Olds Owning Portable Audio Products, Young Urban vs. Other Consumers by Gender | 185 | 1 |
| 17 Ownership and Use of Satellite Radio by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 185 | 1 |
| 18 Purchase of Music in Last 12 Months by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 186 | 1 |
| 19 12- to 17-Year-Olds' Attitudes about Going Out, Young Urban vs. Other Consumers by Gender | 187 | 1 |
| 20 Attendance at Live Entertainment Events by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 188 | 1 |
| 21 Frequency of Movie Attendance by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 189 | 1 |
| 22 When Movies Are Usually Seen by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 190 | 1 |
| 23 When Movies Are Usually Seen by 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 190 | 1 |
| 24 With Whom 12- to 17-Year-Olds Go to the Movies, Young Urban vs. Other Consumers by Gender | 191 | 1 |
| 25 Reasons for Seeing a Movie of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 191 | 1 |
| 26 Attitudes of 18- to 34-Year-Olds toward Fast Food, Young Urban vs. Other Consumers by Age Group | 192 | 1 |
| 27 Attitudes of 18- to 34-Year-Olds toward Fast Food, Young Urban vs. Other Consumers by Gender | 192 | 1 |
| 28 Percent of 12- to 17-Year-Olds Going to Fast Food and Drive-In Restaurants, Young Urban vs. Other Consumers by Gen | 193 | 1 |
| 29 Attitudes of 18- to 34-Year-Olds toward Technology, Young Urban vs. Other Consumers by Age Group | 195 | 1 |
| 30 Attitudes of 18- to 34-Year-Olds toward Technology, Young Urban vs. Other Consumers by Gender | 195 | 1 |
| 31 Attitudes of 18- to 34-Year-Olds toward Buying New Electronics Equipment, Young Urban vs. Other Consumers by Age G | 196 | 1 |
| 32 Attitudes of 18- to 34-Year-Olds toward Buying New Electronics Equipment, Young Urban vs. Other Consumers by Gende | 196 | 1 |
| 33 Attitudes of 18- to 34-Year-Olds toward Price When Buying New Electronics Equipment, Young Urban vs. Other Consume | 197 | 1 |
| 34 Attitudes of 18- to 34-Year-Olds toward Price When Buying New Electronics Equipment, Young Urban vs. Other Consume | 197 | 1 |
| 35 Ownership of Television Sets by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 198 | 1 |
| 36 Household Ownership of Video Products by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 199 | 1 |
| 37 Ownership of Home Audio Products by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 199 | 2 |
| 38 Attitudes of 18- to 34-Year-Olds toward Video Games, Young Urban vs. Other Consumers by Gender | 200 | 1 |
| 39 Attitudes of 18- to 34-Year-Olds toward Technology, Young Urban vs. Other Consumers by Age Group | 201 | 1 |
| 40 Attitudes of 18- to 34-Year-Olds toward Technology, Young Urban vs. Other Consumers by Gender | 201 | 1 |
| 41 Ownership of Computers by 12- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 202 | 1 |
| 42 Impact of Internet on Lifestyles of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 203 | 1 |
| 43 Impact of Internet on Lifestyles of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 203 | 1 |
| 44 Impact of Internet on Lifestyles of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 204 | 1 |
| 45 Number of Times 18- to 34-Year-Olds Used Internet at Home in Last 7 Days, Young Urban vs. Other Consumers by Gende | 204 | 1 |
| 46 Number of Times 12- to 17-Year-Olds Used Internet at Home in Last 7 Days, Young Urban vs. Other Consumers by Gende | 205 | 1 |
| 47 Online Activities of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 206 | 1 |
| 48 Online Activities in Last 30 Days of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 207 | 1 |
| 1 Attitudes toward Newspapers of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 210 | 1 |
| 2 Attitudes toward Newspapers of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 211 | 1 |
| 3 Attitudes toward Magazines of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 211 | 2 |
| 4 Attitudes toward Magazines of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 212 | 1 |
| 5 Most Popular Magazines of 18- to 34-Year-Old Men, Young Urban vs. Other Consumers | 213 | 2 |
| 6 Similarities and Differences in Magazines Popular with 18- to 34-Year-Old Men, Young Urban vs. Other Consumers | 215 | 1 |
| 7 Most Popular Magazines of 18- to 34-Year-Old Women, Young Urban vs. Other Consumers | 216 | 1 |
| 8 Similarities and Differences in Magazines Popular with 18- to 34-Year-Old Women, Young Urban vs. Other Consumers | 217 | 1 |
| 9 Most Popular Magazines of 12- to 17-Year-Old Boys, Young Urban vs. Other Consumers | 218 | 1 |
| 10 Similarities and Differences in Magazines Popular with 12- to 17-Year-Old Boys, Young Urban vs. Other Consumers | 219 | 1 |
| 11 Most Popular Magazines of 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers | 219 | 2 |
| 12 Similarities and Differences in Magazines Popular with 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers | 220 | 1 |
| 13 Attitudes toward Television of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 222 | 1 |
| 14 Attitudes toward Television of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 223 | 1 |
| 15 Access to Pay-per-View and Video-on-Demand by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 223 | 1 |
| 16 Primetime Network TV Viewing Habits of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 224 | 1 |
| 17 Primetime Network TV Viewing Habits of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 225 | 1 |
| 18 Networks Watched by 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 226 | 1 |
| 19 Networks Watched by 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 226 | 2 |
| 20 TV Showtypes Watched by 18- to 34-Year-Old Men, Young Urban vs. Other Consumers | 227 | 1 |
| 21 TV Showtypes Watched by 18- to 34-Year-Old Women, Young Urban vs. Other Consumers | 228 | 1 |
| 22 TV Showtypes Watched by 12- to 17-Year-Old Boys, Young Urban vs. Other Consumers | 228 | 1 |
| 23 TV Showtypes Watched by 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers | 229 | 1 |
| 24 Most Popular Cable TV Services of 18- to 34-Year-Old Men, Young Urban vs. Other Consumers | 230 | 1 |
| 25 Similarities and Differences in Cable TV Services Popular with 18- to 34-Year-Old Men, Young Urban vs. Other Consu | 231 | 1 |
| 26 Most Popular Cable TV Services of 18- to 34-Year-Old Women, Young Urban vs. Other Consumers | 232 | 1 |
| 27 Similarities and Differences in Cable TV Services Popular with 18- to 34-Year-Old Women, Young Urban vs. Other Con | 233 | 1 |
| 28 Most Popular Cable TV Services of 12- to 17-Year-Old Boys, Young Urban vs. Other Consumers | 234 | 1 |
| 29 Similarities and Differences in Cable TV Services Popular with 12- to 17-Year-Old Boys, Young Urban vs. Other Cons | 235 | 1 |
| 30 Most Popular Cable TV Services of 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers | 236 | 1 |
| 31 Similarities and Differences in Cable TV Services Popular with 12- to 17-Year-Old Girls, Young Urban vs. Other Con | 237 | 1 |
| 32 Attitudes of 18- to 34-Year-Olds toward Radio, Young Urban vs. Other Consumers by Age Group | 238 | 1 |
| 33 Attitudes of 18- to 34-Year-Olds toward Radio, Young Urban vs. Other Consumers by Gender | 239 | 1 |
| 34 Most Popular Radio Formats of 18- to 34-Year-Old Men, Young Urban vs. Other Consumers | 241 | 1 |
| 35 Most Popular Radio Formats of 18- to 34-Year-Old Women, Young Urban vs. Other Consumers | 241 | 1 |
| 36 Most Popular Radio Formats of 12- to17-Year-Old Boys, Young Urban vs. Other Consumers | 242 | 1 |
| 37 Most Popular Radio Formats of 12- to 17-Year-Old Girls, Young Urban vs. Other Consumers | 242 | 1 |
| 38 Impact of the Internet on Media Usage of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Age Group | 243 | 1 |
| 39 Impact of the Internet on Media Usage of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 244 | 1 |
| 40 Online Media Activities in Last 30 Days of 18- to 34-Year-Olds, Young Urban vs. Other Consumers by Gender | 245 | 1 |
| 41 Online Media Activities in Last 30 Days of 12- to 17-Year-Olds, Young Urban vs. Other Consumers by Gender | 245 | 1 |
Graphs |
| Title | Starting Page | Number of Pages |
|---|
| Figure 4-1 Young Urban Consumers By Race And Hispanic Origin | 76 | 1 |
| 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 | 90 | 1 |
| 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 | 93 | 1 |
| Figure 5-4 Percent Of 12- To 17-Year-Olds Who Say They Want To Be Rich, Young Urban Vs. Other Consumers | 99 | 1 |
| Figure 7-1 Sources Of Ideas For Style, Percent Of "Core And Reflective Urbans" Vs. Others | 137 | 1 |
| Figure 7-2 Percent Agreeing Strongly With Statement "I Own Several Sneakers For Different Types Of Occasions," "Core | 145 | 1 |
| Figure 8-1 Percent Of 12- To 17-Year-Olds Visiting MySpace In Last Seven Days, Young Urban Vs. Other Consumers By Gen | 169 | 1 |
| Figure 8-2 Percent Of 18- To 34-Year-Olds Agreeing That "The Internet Is A New Way I Socialize/Meet Others," Young Ur | 170 | 1 |
| Figure 8-3 Percent Of 18- To 34-Year-Olds Going To Bars/Nightclubs/Dancing In Last 12 Months, Young Urban Vs. Other C | 177 | 1 |
| Figure 8-4 Percent Of 12- To 17-Year-Olds Who Say Their Style Of Clothes Reflects Their Taste In Music, Young Urban V | 184 | 1 |
| Figure 8-5 Percent Of 12- To 17-Year-Olds Going To Movies In Last Six Months, Young Urban Vs. Other Consumers By Gend | 189 | 1 |
| Figure 8-6 Percent Of 18- To 34-Year-Olds Going To Fast Food And Drive-In Restaurants, Young Urban Vs. Other Consumer | 193 | 1 |
| Figure 8-7 Percent Of 18- To 34-Year-Olds Going To Family Restaurants, Young Urban Vs. Other Consumers By Gender | 194 | 1 |
| Figure 9-1 Percent Responding That They Read Magazines Like Vibe, Trace, Fader, Blender, Details, Complex Or The Sour | 221 | 1 |
| Figure 9-2 Percent Of 18- To 34-Year-Olds Listening To Radio In Last 7 Days, Young Urban Vs. Other Consumers By Gende | 239 | 1 |
| Figure 9-3 Percent Of 12- To 17-Year-Olds Listening To Radio In Last 7 Days, Young Urban Vs. Other Consumers By Gende | 240 | 1 |
