- Language: English
- Published: January 2009
- Region: China
North American Summer Youth Culture Study 2010 - 'Back-to-School'
- Published: July 2010
- Region: North America, United States
- 230 Pages
- Label Networks
Summer Youth Culture Study - 'Back-to-School' reveals key findings that indicate 13-30-year-olds have significantly changed their spending patterns and what they consider to be key influences based on the speed of technology, changes in the economy, and increased consumer control.
'This Study provides vital information about how this generation of youth culture has changed, especially in the last 6 months' explains Kathleen Gasperini, Senior Vice President and Editor of Label Networks, a leading global youth culture intelligence media and research company. 'Based on their digital, tech-savvy lifestyles, social networking patterns and communication, importance of mobile phone culture, and how this has effected preferences and shopping patterns, especially regarding retail, fashion, and music, the Summer Study for back-to-school enables brands the opportunity to see the greatest challenges ahead, but also where many new market opportunities are beginning to take hold.'
Summer Youth Culture Study 2010 - 'Back-to-School' is a unique 230-page consumer insights report concentrating on the influences, preferences, and patterns of 13-30-year-olds across North America as they pertain to technology, new media, spending, electronics, communication, social networks, entertainment, cell phones, fashion, retail shopping patterns, and music influences and marketing effects through music. The results also clearly illustrate the 'generation gap' of tech-savvy ingenuity within this generation itself. This may cause many brands to re-examine just how they plan to reach specific demographics, as young people continue to be the inherent trend leaders when it comes to new technology, social networks and new media, mobile phone culture, and other aspects of communication. Based on their DIY sensibilities, often what may have been created for a specific purpose is modified and evolves into something completely different, once in the hands of a generation that’s mastered the art of living a digital lifestyle.
This Study also delivers in-depth and colorful, actionable, data, charts, graphs, analysis, and forecast regarding changes in spending patterns and feelings about the economy and recession, particularly in the last 3 to 6 months. It also includes an entire series on where youth markets are cutting back the most and where they are spending the most and why, plus what would make it easier for them to buy the things that they like the most.
Going a step further in the social networks and communication sections, the Study delves into the effects of using new media platforms of reaching specific demographics - and not just through social networks - but an in-depth look at electronics and mobile phone culture. This leads to the effects of viral marketing, and the influences on shopping and spending patterns based on friends, family, celebrities, musicians, athletes, and more.
As with all of Label Networks’ Youth Culture Studies, we also include fresh insight on fashion. Here, we concentrate on shopping patterns and preferences, what 'types' of brands are they becoming most attracted to and why, and the changes in favorite types of stores, online buying patterns, and mobile buying patterns, among other unique traits coming from influences from places like Japan. Based on youth culture trends, there are also insights into shopping thrift or vintage, the effects of discounts, fast-fashion, and online retailing, and M-commerce.
The final section is devoted to entertainment patterns via technology and new media, including the latest trends in music - favorite sites, purchasing patterns, importance of band merch, music video watching patterns, concerts, tours, tickets, and the effects that music and musicians have on youth culture today. This section is not specifically intended for people in the music industry, but for all youth market industries as it provides insight and ideas for marketing and advertising based on how the youth marketplace responds to various music-related, digital questions.
Overall, the Summer Youth Culture Study 2010 - 'Back-to-School' provides the necessary quantitative and qualitative insight to see what’s going on and where things are headed next in youth culture digital lifestyles, making it a crucial tool for companies interested in making the most savvy, important business decisions in the future.
The margin of error for the data in the Summer Youth Culture Study 2010 - 'Back-to-School' is less than 2.5% at a confidence level of 95%.
Highlights from the Summer Youth Culture Study 2010 - 'Back-to-School' Include:
- Shopping patterns and effect of the economy on 13-30-year-olds in the last 3-6 months
- Feelings on effects of the Recession - greatest effects and concerns in every-day life
- Spending cutback - where and why
- pending increases and what would make it easier to buy the things that you like the most
- Changes in shopping patterns: key indicators of new market opportunities
- What youth culture looks for most now when purchasing a product
- Spending habits influences in household goods, ranging from cell phones to entertainment devices to Automobiles and more
- Changes in fashion shopping patterns and influences from discounts, fast-fashion retailers, vintage, thrift, online retail, m-commerce, and more
- Cell phone key features, influences and forecasts on mobile lifestyles
- Effects of viral marketing
- Greatest influences on purchasing habits
- The 'no-logo’ logo movement
- Changes in fashion brands youth culture is becoming more attracted to now and why
- Favorite types of stores to shop in for fashion and why
- Internet and social network patterns, communication, relating to corporate brands
- Online activities, frequency, technology generation gaps
- Importance of social networks and major influences now re-shaping the scene
- Electronics and purchasing patterns
- Music influences including effecting of purchasing patterns, marketing through music, entertainment, and social networks
The Summer Youth Culture Study 2010 - 'Back-to-School' also includes results to many open-ended questions with authentic quotes from respondents from the representative sample of 5,000 13-30-year-olds. These quotes offer additional valuable insight on the psychodemographics of the youth culture landscape and answer 'why' they feel the way that they do.
Colorful and actionable charts, graphs, design, and intriguing lay-out for ease-of-use. Includes “Macro Trend Editorial Summaries” in the form of introductions with key highlights for each section, plus individual summaries for charts and graphs for a quick snapshot of key findings. Includes forecasts based on Label Networks’ Youth Culture Experts and combined 25 years of experience working in youth culture markets.
Crosstabs: Topline, by Gender, by Age groups: 13-14, 15-17, 18-20, 21-25, 26-30, plus quotes from open-ended questions. SHOW LESS READ MORE >