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