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					The U.S. Affluent Market
Packaged Facts
1/1/2002
389 Pages - $1,500.00
(The price shown is for informational purposes only. Student downloads are free of charge.)
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Abstract         Table of
                 Contents




                               This Packaged Facts report focuses on the "affluent" market, defined
as consumers with household income of $100,000+, who currently have an aggregate household
income of approximately $2.6 trillion. The number of these affluents has grown exponentially in
the past few years, largely as a result of consumers becoming wealthier at a younger age by
exercising IT stock options. As marketers scramble to find out how these newly minted affluents
want to spend their money, hard data on affluence, financial management, and the effect of the
Internet on affluents' habits is more important than ever. This updated report provides key data
and analysis regarding this burgeoning new class of consumers, as well as information on more
"traditional" affluents: what they like, what they want, and most importantly, where they put
their hard-earned wealth. Report includes focus sections on Home, Auto & Electronics, Financial
Management, Travel & Leisure, Personal Shopping, and Information Technology, based largely
on recent Simmons Market Research Bureau data on U.S. consumer purchasing, ownership, and
product usage patterns.
The U.S. College Market
Packaged Facts
4/1/2001
238 Pages - $1,399.00
(The price shown is for informational purposes only. Student downloads are free of charge.)
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Abstract         Table of
                 Contents




                              This new Packaged Facts report provides a comprehensive
assessment of the college market in the United States, which totals 15 million students attending
all institutions of higher education and includes a core segment of 5.5 million full-time students
at four-year colleges and universities. The report offers a thorough analysis of the demographic
characteristics of the college population, including geographic distribution, family income,
employment patterns, ethnicity, and values and attitudes. Factors influencing market growth,
including college enrollment projections, are reviewed, and the market impact of emerging
trends such as the growing importance of distance education are assessed. The consumer
behavior of college students is analyzed, with particular attention paid to unique aspects of the
college student consumer profile including online shopping behavior and the use of credit cards.
Following a review of college media that includes an assessment of the effect of the Internet on
college newspapers, the report provides an overview of marketing and promotional strategies
proven to be effective in the college market. Case studies of companies operating in the college
market are presented. An appendix includes information about resources available to companies
interested in the college market.

Companies in a wide range of industries—including telecommunications and financial services,
food and beverages, apparel and footwear, and automotive—attach great strategic significance to
the college market. Many firms use the college market to build lifelong loyalty with customers
who are almost guaranteed to have above-average incomes and purchasing power when they
enter the workforce after graduation.

However, the college market presents unique marketing challenges. College students are difficult
to reach with traditional promotional methods because they are scattered among more than 4,000
campuses across the country. They are hard to find with direct mail because they are highly
transient. There are few national print media that allow direct access to student consumers.

Identify diverse segments within the college population that are critically important to designing
a successful marketing program. Learn the pros and cons of using grassroots marketing
techniques on college campuses. Find out how e-commerce and a rapidly growing distance
education movement are changing the structure of the college market and affecting traditional
college marketing strategies.
The Teens Market in the U.S.
Packaged Facts
6/1/2007
238 Pages - $3,500.00
(The price shown is for informational purposes only. Student downloads are free of charge.)
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Abstract         Table of
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                           The Teens Market in the U.S., a new Packaged Facts report,
provides a comprehensive analysis of the consumer behavior of the 26 million 12- to 17-year-
olds who comprise the teens market. With an aggregate income of $80 billion, teens represent an
important consumer segment in their own right. Moreover, parents spend another $110 billion on
teens in key consumer categories such as apparel, food, personal care items, and entertainment.

Twenty-first-century teens are among the first Americans to grow up using computers and
engaging with the Internet as part of their everyday routine. The report demonstrates how teens
are on the cutting edge of the media revolution now underway in the American consumer
economy and highlights what marketers can do to attract the attention of this important consumer
segment both now and in the future.

The report begins with an assessment of the size and growth of the teens market and a
demographic profile of teen consumers. The next section of the report focuses on how teens
spend their time, beginning with their involvement with computers and the Internet. The report
continues with an in-depth look at how social networking sites have changed how teens relate to
their friends and the world at large. There is a separate chapter on the leisure and entertainment
choices of teens, including books, video games, music, watching movies at home, and going out
to live entertainment events, the movies, and restaurants. An analysis of teens’ media
consumption includes an assessment of trends affecting magazine readership, the effect of
multitasking on television viewing, and the impact of the Internet on traditional media usage.

The next section of the report analyzes how teens spend their money. This includes chapters on
the sources of teens’ income; their shopping behavior and buying patterns, both in stores and
online; and highlights of consumer behavior in fashion, personal care, and food.

The report concludes with a section analyzing emerging trends in the teens market. A chapter on
advertising and marketing approaches highlights the impact of social networking sites on
marketing to teens today, while another chapter provides an overview of strategic trends and
marketing opportunities in the teens market.

Report Methodology
The information in The Teens Market in the U.S. is based on both primary and secondary
research. Primary research involved interviews with experts, public relations and industry
analysts in firms that specialize in teen market research. The report features unique analysis
based on the Simmons Market Research Bureau Fall 2006 National Consumer Survey and Fall
2006 Teen National Consumer Survey. Secondary research entailed data-gathering from relevant
trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports
analyzing demographic trends and marketing strategies in key consumer segments. Topics have
ranged from kids to mature consumers to multicultural groups such as Hispanics and African
Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business
Reports on strategic business issues and have provided market and competitor intelligence
studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University
and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from
Skidmore College and an M.A. from the State University of New York.

How You Will Benefit from this Report
If your company is interested in understanding and reaching the teen market, you will find this
report invaluable, as it provides a comprehensive package of information and insight about
teenage consumers not offered in any other single source. You will gain a thorough
understanding of the current demographic profile of the teen population. Contributing to that
understanding will be a complete analysis of data from published and trade sources, and in-depth
examinations of the economic and societal trends that influence the consumer behaviors of this
large and influential segment of the population. Plus, you’ll benefit from extensive data,
presented in easy-to-read and practical charts, tables and graphs.

This report will help:

      Marketing Managers identify market opportunities and develop targeted promotion plans
       for teen products.
      Research and development professionals stay on top of competitor initiatives and explore
       demand for products targeting the teenage population.
      Advertising agencies to develop messages and images that compel teen (or their parents)
       to purchase these products.
      Business development executives understand the dynamics of the market and identify
       possible partnerships.
      Information and research center librarians provide market researchers, brand and product
       managers and other colleagues with the vital information they need to do their jobs more
       effectively.
The Adults of Generation Y in the U.S.:
Hitting the Demographic, Lifestyle and
Marketing Mark
Packaged Facts
12/1/2008
303 Pages - $3,850.00
(The price shown is for informational purposes only. Student downloads are free of charge.)
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Abstract          Table of
                  Contents




                              The most ethnically diverse and technologically savvy generation in
U.S. history, the adults of Generation Y, born from 1979 to 1990, number about 40 million. Also
known as Echo Boomers, Millennials and a host of other catchy titles, Gen Y adults tend to be
self-confident, team-spirited, politically liberal and more digitally literate than their elders. They
take for granted the quick convenience and seemingly infinite options afforded by cell phones,
the Internet, indulgent parents and a marketplace eager to meet their mercurial tastes. Gen Y
adults also stay single longer, remain more emotionally and financially attached to their parents,
and delay their own parental responsibilities longer, while indulging their inner child more
vigorously, than the generations before them.

Despite their shaky finances and breezy approach to workplace demands, the cohort’s strong
affinity for personal fame and wealth are likely to translate into serious financial clout over time,
to the tune of some $3.5 trillion by middle age. A penchant for instant gratification and
customizable products, along with demand for socially responsible corporate policies and a
wariness of inauthentic advertising, means that marketers must launch ever more creative,
multilayered and inclusive campaigns to reach their target Gen Y segment—a daunting task
considering the constant trade-offs between Gen Y adults’ frequent homogeneity in mindset and
wild diversity in individual preferences.

Drawing on uniquely cross-tabulated Simmons Market Research Bureau winter 2008 survey
data, BIGresearch’s monthly Consumer Intentions & Actions surveys, and government and
private sector data sources, this report examines common attitudes and motivations among the
Gen Y adult cohort, particularly their tendency to trust friends and celebrity endorsements in
their purchasing choices, their insistence on influencing product offerings and advertising, and an
accompanying blurring in their analytical boundaries between “retail” and “real life.” The report
gives special attention to green and other social concerns within the cohort and their use of a
wide range of social networking media to pursue their goals.

An overview of Gen Y adult attitudes and spending trends introduces five lifestyle chapters:

      Demographics: Millennials are very ethnically and culturally diverse, with a multicultural
       outlook and a left-leaning political orientation. The younger cohort, age 18-24, account
       for 59% and Hispanics a powerful 22% of the adult Echo Boom.
      Finances: Gen Y’s love-hate relationship with credit cards, education expenses and high
       APRs, combined with a desire for luxury products and a seeming inability to save money,
       means they tend to be cash-crunched.
      Technology, Media and Marketing: Media saturated and digitally dependent for their
       sense of self, Millennials experience media, technology, socialization, advertising,
       community and personal consciousness as almost seamlessly integrated.
      Eating In, Dining Out: With a developing preference for organic, functional and
       sustainably farmed produce, Gen Y adults embrace healthy, well-balanced meals as long
       as they come in snazzy recyclable containers, don’t require cooking and don’t interfere
       with snacking.
      Wellness, Work and Leisure: Not so much about anti-aging and physical fitness, Gen Y
       wellness means that leisure and work should be personally fulfilling; that community and
       environmental health are a team effort, preferably supported by one’s employer; and that
       relationships are the key to personal well-being.

				
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