Generation Y: Marketing to the Young Ones (18-26s)
Get immediate access to strategic market analysis when you buy reports online
Chapters: 8 | Tables: 30 | Publication date: Sep 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Regional coverage
Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East
Table of contents
EXECUTIVE SUMMARY
DRIVERS
Summary 1 Characteristics of Generation Y
DEMOGRAPHIC TRENDS
Chart 1 Leading Countries by Number of People Aged 18-26, and % Growth 2001-2006
IMPACT ON CONSUMER MARKETS
Chart 2 Global Sales of Selected Products and Services 2001/2006
OUTLOOK
Summary 2 Opportunities and Challenges of Marketing to Generation Y
INTRODUCTION
DEFINITIONS
Children of the boomers
A diverse group, but largely single
PROFILE OF GENERATION Y
The digital generation
High expectations
Reluctant to fly the nest
The impact of social change
Generation Y as consumers
Yuppies become Yeppies
DRIVERS
LATER FAMILIES
Falling birth rates
First time mothers oldest in UK
Table 1 Average Age of First Time Mothers 2001-2006
HIGHER EDUCATION
Students numbers growing
British students deterred by high fees
Table 2 % Population Aged 20-24 Continuing in Education 2001-2006
GENERATION Y AT WORK
Making an impact
SPENDING POWER
Growing discretionary income
UK students benefit from cheap loans
Family responsibilities drain incomes in developing markets
Salaries rise with age and experience
Table 3 Average Gross Income by Age Group in Selected Markets 2006
Table 4 Growth in Gross Income by Age Group in Selected Markets 2001/2006
TECHNOLOGY AND COMMUNICATIONS
The digital generation
Mobile phones
Table 5 Number of Mobile Phone Users by Country 2001-2006
Digital downloading
Chart 3 Mobile Phone Music Listeners 2005
THE SOCIAL NETWORKING PHENOMENON
The power of viral marketing
Locals rival US giants
Social networking goes mobile
Table 6 Number of Visitors to Social Networking Sites in the US, March 2006
THE CHANGING ROLE OF MEN
Metrosexual becomes ubersexual
Men's skin care goes mainstream
ATTITUDES TO FINANCE
Generation debt
Living for today
TRAVEL
Gap year travel
E-travel
EATING/DRINKING HABITS
Health versus indulgence
Developing world consumers turn to packaged foods
The search for convenience
Social drinking
ETHICAL AWARENESS
Chart 4 Top Ten Issues Affecting American Youth 2006
DEMOGRAPHICS
REGIONAL TRENDS
Echo boomers form large cohort in the West ...
... but Asia-Pacific still home to majority
Chart 5 18-26s Population by Region 2006
Chart 6 % Growth in the 18-26s Population by Region 2001/2006
COUNTRY TRENDS
India's young and growing population
Echo boom in Russia
Table 7 Number of 18-26s by Country 2001/2006
Table 8 Proportion of 18-26s by Country 2001-2006
IMPACT ON CONSUMER MARKETS
COSMETICS AND TOILETRIES
Colour cosmetics
Men's toiletries
Fragrances
Case Study: Calvin Klein
Hair care
Case Study: Herbal Essences
Table 9 Global Sales in Selected Cosmetics and Toiletries Sectors 2001-2006
CONSUMER FOODSERVICE
Fast food
Coffee shops
Case Study: Starbucks
Table 10 Global Sales of Selected Consumer Foodservice 2001-2006
ALCOHOLIC DRINKS
Beer
RTDs/High-strength premixes
Spirits
Table 11 Global Sales of Selected Alcoholic Drinks 2001-2006
MARKETING TO GENERATION Y
UNDERSTANDING THE MARKET
Gen Y as influencers
Preferred retailers
BRANDING
Summary 3 US: Most Trusted Brands Among Generation Y Consumers 2007
British Gen Yers like technology and chocolate
Summary 4 UK: Preferred Brands Among Generation Y Consumers 2005
ADVERTISING
Advertising goes on-line
In-game advertising reaches young males
Sponsoring sports/music events gives credibility
SHIFTS IN MAJOR MARKETS
CHINA
Population trends
Table 12 China: 18-26s Population Trends 2001-2006
Generation Y profile
Consumer market trends
Table 13 China: Sales of Selected Products and Services 2001/2006
FRANCE
Population trends
Table 14 France: 18-26s Population Trends 2001-2006
Generation Y profile
Consumer market trends
Table 15 France: Sales and Growth of Selected Products 2001/2006
GERMANY
Population trends
Table 16 Germany: 18-26s Population Trends 2001-2006
Generation Y profile
Consumer market trends
Table 17 Germany: Sales and Growth of Selected Products 2001/2006
ITALY
Population trends
Table 18 Italy: 18-26s Population Trends 2001-2006
Generation Y profile
Consumer market trends
Table 19 Italy: Sales and Growth of Selected Products 2001/2006
JAPAN
Population trends
Table 20 Japan: 18-26s Population Trends 2001-2006
Generation Y profile
Consumer market trends
Table 21 Japan: Sales and Growth of Selected Products 2001/2006
UK
Population trends
Table 22 UK: 18-26s Population Trends 2001-2006
Generation Y profile
Chart 7 Average % of Weekday Leisure Time Spent 2005
Consumer market trends
Table 23 UK: Sales and Growth of Selected Products 2001/2006
US
Population trends
Table 24 US: 18-26s Population Trends 2001-2006
Generation Y profile
Consumer market trends
Table 25 US: Sales and Growth of Selected Products 2001/2006
FUTURE TRENDS
TRENDS TO WATCH
Students of the future
The next lifestage
Prospects in developing markets
Technology and fashion to remain paramount
Attitudes towards work
Make way for Generation Z ...
Chart 8 Forecast Countries by Number of 18-26s 2011
Chart 9 Forecast Countries by Proportion of 18-26s 2011
FORECAST SECTOR TRENDS
Fast food will benefit from demand for convenience
Coffee shops to provide "third place" for youths to relax
Moderate growth for beers and RTDs
Men's toiletries to fuel cosmetics and toiletries growth
Table 26 Forecast Global Sales in Selected Sectors 2006-2011