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Attitudes of Women Aged 18-34 in the United States 2008


Description: Women ages 18-24 and 25-34 are some of the most important demographics in American society, with each group having its own distinct values, aspirations, and attitudes towards a wide variety of products and services. The information presented herein will provide readers with considerable insight into women in these two age groups and important sub-groups, such as:

- Key differences between ages 18-24 and 25-34, including levels of self-esteem and personal and professional goals
- How ethnicity shapes desires and ambitions of these demographics
- Critical differences in perception of self and how this translates into motivations to purchase a wide variety of products, including travel, clothing, music, and food
- How these two groups use different kinds of media for different purposes, and in particular the Internet and social-networking websites.


Contents: Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Executive Summary

A snapshot of 18-34s
Insights and opportunities
Gender discrimination is real and pervasive
Factors that create/lessen perceptions of success, levels of optimism, and confidence
Travel is a priority
The Internet is in; everything else is out
The big three: food, clothing/footwear, and CDs
They get greener as they get older
What they buy online
Asians are a sweet spot

Demographic Considerations
Key points
Population of 18-34 year olds
Figure 2: Population of 18-34 year old women, by age, 2003-13
Figure 3: Young adult women, by single year of age, 2008
Ethnicity of 18-34 year olds
Figure 4: Women aged 18-34, by race and Hispanic origin, 2008
Educational attainment
Figure 5: Educational attainment, by age, 2007
Figure 6: Educational attainment, by age, percentages, 2007
Marital status
Changes in attitudes towards marriage
25 is a turning point
Figure 7: Married people, by age and gender, 2006
Income of consumers aged 18-34
Spending power is difficult to determine
Figure 8: Median household income, by age of householder and type of household, 2006

Attitudes Towards Discrimination
Key points
A country divided by gender
Experiences with discrimination
Figure 9: Women's attitudes towards gender, May 2008
But they still strive for success
Figure 10: Women's attitudes toward themselves, by age and race/ethnicity, Fall 2007
More educated respondents view jobs as careers
Figure 11: Women's attitudes toward work, by education, Fall 2007
Other perceptions of self
Figure 12: Personal beliefs and experiences, by age, May 2008

Perception of Life Balance
Key points
Carpe diem: the credo of 18-34s
Figure 13: Women's attitudes toward themselves, by age, Fall 2007
Awareness of outside pressures and confusion diminish with age
Figure 14: Women's attitudes toward themselves, by age, May 2008
Whites and Asians are less confident, and blacks are more
Figure 15: Women's attitudes toward themselves, by age and race, May 2008
Young Hispanic women more aware of outside pressures
Figure 16: Women's attitudes toward themselves, by age and ethnicity, May 2008
Money boosts confidence and happiness
Figure 17: Women's attitudes toward themselves, by household income, May 2008
Education boosts confidence and happiness
Figure 18: Women's attitudes toward themselves, by education, Fall 2007
Divorce takes a toll on confidence, comfort and happiness
Figure 19: Women's attitudes toward themselves, by marital status, Fall 2007
Blacks are resigned, Asians strive and worry
Figure 20: Women's attitudes toward themselves, by race/ethnicity, Fall 2007

Attitudes Towards Travel and Leisure
Key points
Snapshot of the travel category
Younger respondents love leisure travel
Figure 21: Trips taken, by age, May 2008
Young respondents spend more than their older peers
Figure 22: Amount spent personally on travel, by age, May 2008
Education translates into desire to travel
Figure 23: Women's attitudes towards travel and leisure, by education, Fall 2007

Attitudes Towards the Media
Key points
Snapshot of the state of advertising
Time-delayed TV, surfing, and cell phones are in
Figure 24: Media-based activities performed 11+ hours per week, by age, May 2008
Online is in, but they’re tuned out otherwise
Figure 25: Women's attitudes toward media and advertising, by age, Fall 2007
Education breeds a discriminating eye
Figure 26: Women's attitudes toward media and advertising, by education, Fall 2007
Divorce blunts interest in the media
Figure 27: Women's attitudes toward media and advertising, by marital status, Fall 2007

Attitudes Towards Brick-and-Mortar Shopping
Key points
A brief overview of important categories
18-34s buy more gourmet food, clothing, and CDs
Figure 28: Purchases made six or more times a year, by age, May 2008
Attitudes towards purchasing
Figure 29: Women's attitudes toward shopping, by age, Fall 2007
Education equals intrepid shoppers
Figure 30: Women's attitudes toward shopping, by education, Fall 2007
Divorce sours the shopping experience
Figure 31: Women's attitudes toward shopping, by marital status, Fall 2007

Attitudes Towards Green Products
Key points
A country going green
A little less green than older females
Figure 32: Women's attitudes toward green issues, by age, Fall 2007
The older the respondent, the more likely to purchase green products
Figure 33: Green purchases made six or more times a year, by age, May 2008
Divorced women seem less green
Figure 34: Women's attitudes toward green issues, by marital status, Fall 2007
The greening of America
Figure 35: Women's attitudes toward green issues, by education, Fall 2007

Attitudes Towards Online Shopping
Key points
Overview of online shopping
The Internet has dramatically changed shopping habits
Figure 36: Women's attitudes toward Internet shopping, by age, Fall 2007
As education levels rise, so does online shopping
Figure 37: Women's attitudes toward Internet shopping, by education, Fall 2007
Jewelry, personal care, travel, and more are popular with 25-34s
Figure 38: Internet purchases in the past year, by age, May 2008

Attitudes Towards Online Communities and Social Networking
Key points
Snapshot of online communities
Online communities are social hubs for 18-24s
Figure 39: Membership in online communities and social networking sites, by age, May 2008

Race and Ethnicity
Key points
Asians use the Internet to shop; Hispanics not as much
Figure 40: Women's attitudes toward Internet shopping, by race/ethnicity, Fall 2007
Asians care about the environment
Figure 41: Women's attitudes toward green issues, by race/ethnicity, Fall 2007
Asians love to travel
Figure 42: Women's attitudes towards travel and leisure, by age and race/ethnicity, Fall 2007
Asians have more positive views of advertising
Figure 43: Women's attitudes toward media and advertising, by race/ethnicity, Fall 2007

Advertising and Promotion
Key points
A snapshot of behavior
Streaming video is key
Figure 48: Most popular magazines, television shows, and websites of women aged 18+, May 2008
Appealing to 18-34 year olds—commercials use several approaches
Empowerment
Figure 49: Cadillac CTS Television ad, 2008
Figure 50: BMW 3-Series Television ad, 2008
Beauty
Figure 51: Almay Intense i-Color Television ad, 2008
Figure 52: Gillette Venus Embrace Television ad, 2008
Health
Figure 53: Eucerin Daily Replenishing Television ad, 2008
Sex appeal
Figure 54: Jane Cosmetics Television ad, 2008
Figure 55: Schick Quattro for Women Television ad, 2008
Appendix: Other Useful Consumer Tables
Divorced women love the idea of traveling abroad
Figure 56: Women's attitudes towards travel and leisure, by marital status, Fall 2007
Asian respondents consume lots of media
Figure 57: Media-based activities performed 11+ hours per week, by age and race, May 2008
Respondents who did not graduate high school indulge their kids
Figure 58: Women's attitudes toward themselves, by education, Fall 2007
Non-Hispanics are more likely to travel
Figure 59: Trips taken, by age and ethnicity, May 2008
Asian respondents enjoy the shopping experience
Figure 60: Women's attitudes toward shopping, by race/ethnicity, Fall 2007
Appendix: Trade Associations


Companies Mentioned - MySpace.com - U.S. Bureau of the Census - Yahoo! Inc - YouTube, Inc. - Procter & Gamble Company (The) - Facebook, Inc. - Amazon North America - Google, Inc. - AOL - Fox Interactive Media - Nielsen Media Research, Inc. - Procter & Gamble USA - Apple, Inc - World Tourism Organization - Macy's, Inc. - Johnson & Johnson - Jane and Company LLC - Kraft Foods Inc. (U.S.A.) - Avon USA - Parlux Fragrances, Inc. - Visa U.S.A. Inc. - McDonald's Corporation - International Council of Shopping Centres - American Apparel & Footwear Association (AAFA) - National Retail Federation (NRF) - American Apparel Producers Network


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