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North American Youth Culture Study 2009
Label Networks, May 2009, Pages: 500+
Label Networks’ most highly anticipated Study each year, and also the largest, this 500+ page Study uncovers fresh consumer insight from thousands of 13-25-year-olds across 45 different regions covering a wide range of topics.
In Label Networks’ 9th biannual North American Youth Culture Study, we reveal how the recession combined with the hope of a new President, plus significant changes in new media, communication patterns, technology, and spending, are affecting youth culture, and how they’re flipping and creating altogether new trends based on such changes.
Based on thousands of interviews across North America from April 1-May 15, 2009, the North American Youth Culture Study 2009 provides fresh consumer insight, analysis, and forecasts about how this savvy, post-911 generation has come into their own and are changing the landscape of where market trends are headed and why. Topics covered include changes in spending patterns, top fashion, footwear, T-shirts, denim, and retailer preferences, beverages, energy drinks, cell phones, TV, movies, top websites, top online retail sites, plus the effect of influences from music, sports, entertainment, video gaming, the environment, new media and communication patterns, electronics, and technology.
With such significant changes in the economy, the North American Youth Culture Study 2009 has become even more vital for brands needing to stay several steps ahead of market changes. American youth culture still leads many trends across global markets, which is one reason why we have had more brands interested in lifestyle forecasts from youth culture, whether they target young people or not.
Overall, the North American Youth Culture Study 2009 provides in-depth information including feed-forward ideas such as where things are headed, how things have changed, and why with unique comparative analysis called “Macro Trends” written and illustrated for each topic providing a quick snapshot of key findings with comparative historical analysis, visuals, and pull-quotes for fast, effective, future forecasting.
It is this kind of combined information, not just top 10 lists, but what’s happening further down the list, moving upwards or moving lower, analyzed and explained, then crossed by gender, and again by age groups, that provide the insight demanded for today’s original thinkers in branding and marketing.
Highlights from the North American Youth Culture Study 2009 include:
- Spending patterns on a variety of categories with comparisons to the last 6 months covering where youth are spending more or holding back and why
- Favorite fashion brands indicating new directions and lifestyle changes and why this is happening in specific locations
- T-shirt size of market, price points, and spending patterns, plus graphic directions
- Denim brands that are capturing marketshare since the recession and where the most effective price points per volume are based, plus design, color, wash, and silhouette trends
- Sneaker culture and footwear as influenced by youth preferences and those that no longer resonate and others are on the rise
- Electronic purchasing patterns indicating just how important this category is within overall spending and its impact on the digital lifestyle of this market
- Social Networking indicators within specific niche sites perpetuating the rise of trends in self-expression, communication, + spending patterns, plus more on new media, Twitter, IM/Chat, and texting
- Action sports popularity shifts, team sports, individual sports, and lifestyle indicators, icons and watching patterns
- Changes in retail and the new spirit of shopping experiences among youth culture
- Retail landscape measuring big-box, fast fashion stores with boutiques, and online retailing trends
- Grassroots and New Media effectiveness and what works now
- Video gaming preferences that are opening the floodgates to a new marketplace, plus platforms and changes in the marketplace
- New top music preferences and the sources of influence in fashion, hairstyles, accessories, and communication patterns
- Mad potential of certain markets and why, quantified with shifts in buying habits, brand preferences, online shopping patterns, new meaning of authenticity
- Top Future Concerns and perceptions of Success, Happiness, Environment, Money tapping into new psychodemographics of today's youth culture
For thought-leaders looking to maximize their strategies as they pertain to the youth marketplace, Label Networks’ North American Youth Culture Study 2009 provides authentic street-level information about the demographic profile, economic, and cultural threads of influence across one of the largest and most trendsetting youth markets in the world.
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