Independence Works in Marketing to Youth

NEW YORK - The key to reaching today's youth lies in creating non-intrusive messages that are as unique as the individuals they target, says a recently released report by MarketResearch.com. According to the U.S. Youth Market: Deciphering the Diverse Life Stages and Subcultures of 15- to 24-Year-Olds report, tapping this $460 billion segment can be a tough sell considering this group is comfortable with technology and prefers to learn and make buying decisions through personal discovery, rather than in-your-face marketing. In addition, the report finds that the youth market is perhaps the most diverse demographic segment in America. Within the age group there are high school and college students, young married couples with children, single "blue-collar" males and post-grads living with their parents. On top of that there is the "urban youth" culture, which, while influenced by ethnic factors, is not restricted to any one race, ethnicity or even geographic location. "Because there is no such thing as a typical American `youth,' effectively getting the message out can be a tall order for marketers," said Don Montuori, MarketResearch.com acquisitions editor for packaged facts. "However, it can be done by focusing on the common theme of newly found independence. Even young people who still live at home are now making their own decisions." The report provides detailed information about consumer demographics, attitudes and buying patterns as well as advertising case studies, product development, and emerging retail campaigns. The report also includes historical sales data, as well as market projections through 2007. Packaged Facts is a division of MarketResearch.com that produces research reports on a wide range of consumer industries, including information on domestic and global market trends and opportunities. For more information on the report visit the Web site at www.PackagedFacts.com.