Part 1: Demographics — Age/Generations
Parsing The Generations
Generational Profiles
America’s 65-Plus Demographic Is Growing And Changing Dramatically
Exhibit 1.1, Population Age 65 or Older, 1900-2000
Exhibit 1.2, Top-10 Causes Of Death For People Age 65 Or Older, 2000
Exhibit 1.3, Life Expectancy At Birth, At Age 65, At Age 75, And At Age 85, By Race And Gender, Selected Years, 1900-2000
Baby Boomers
Baby Boomers Reach Age 60
The Biggest Generation
Exhibit 1.4, Baby Boomers, By Lifestyle Segments
Baby Boomers Are Embracing New Media Technologies
When It Comes To Baby Boomer Women,Youth Is The Marketing Watchword
Adults Over Age 50 Have Active Sex Lives
Exhibit 1.5, Single Boomers` Best Way To Meet Someone New
Boomers Plan For The Future, Adapt To New Family, Work, Technology, And Health Issues
Exhibit 1.6, Boomer Consumers, By Level Of Interest In Wellness
Exhibit 1.7, What Boomers Do Online, 2007
Women Over 40 Are Active, Curious, Vibrant
Exhibit 1.8, Attitudes Of Women Age 40-60 And Age 21-39
Exhibit 1.9, Attitudes Of Women Age 40-60
Exhibit 1.10, Women Age 40-60, By Psychographic Segment
Exhibit 1.11, Best Boomer Marketing Targets
Generations Differ In How They Run Their Businesses
Exhibit 1.12, Reasons To Start A Business, Gen Y Vs. Baby Boomers, 2007
Generation X
Most Parents Are Generation Xers
Exhibit 1.13, Parental Activities, Xers Vs. Boomers, 2006
Generation Y/Millennials
Young Adults Have A Positive Outlook And Progressive Future
Exhibit 1.14, Tattoos, Hair Color, and Piercings By Generation, 2006
Exhibit 1.15, Generation Next’s View On Adult Life In 2006 Vs. 20 Years Ago
Exhibit 1.16, Generation Next’s View On Societal Values in 2006 Vs. 20 Years Ago
Gen Y Consumers Trust Simple, Honest Brands
Exhibit 1.17, Generation Y’s Most Trusted Brands, 2007
Young People Worldwide Are Stressed Out And Unhappy
Kids, Teens And Young Adults
Reaching The Coveted Popular Girl Crowd
Exhibit 1.18, Differences Between Cool And Regular Girls
Exhibit 1.19, How Girls Spread The Word About Cool Entertainment Properties,
Cool Girls Vs. Regular Girls
Exhibit 1.20, How Girls Find Out About Entertainment-Related Properties,
Cool Girls Vs. Regular Girls
Exhibit 1.21, What Teen Girls Do After Watching An Online Ad, Cool Girls Vs. Regular Girls
Kids Discuss Their Likes And Dislikes
Exhibit 1.22, Products And Activities That Preteens And Teens Find Cool, By Age
Youth Spending $22 Billion Online
Exhibit 1.23, How Teen And Young Adults Prefer To Shop, By Age
Exhibit 1.24, Reasons Young People Didn’t Buy Online, By Age
U.S. Teens Traditional, Global Teens Apathetic Towards Brands
Exhibit 1.25, What Teens Around The World Expect To Accomplish In Life
Exhibit 1.26, Most Recognized Brands Among Global Teens
What’s Trendy, Important To Teens
Exhibit 1.27, How Teens Identify Themselves
Influencers And Early Adopters
Brand Sirens: Young Americans Aren’t As Wary Of Brands As Previously Thought
Exhibit 1.28, 13-34-Year-Olds` Methods Of Communication For Brands And Personal Information, 2006
Exhibit 1.29, 13-34-Year-Olds` Brand Communication Activities, 2006
Hip-Hop Teens Are More Trendy Than Others
Teen Girls Care More Than Boys Do About Their Nutrition
Exhibit 1.30, Teens` Health Concerns, By Gender
Exhibit 1.31, Teens` Favorite Beverages, By Gender
Part 2: Demographics — Gender
Women
Segmenting The Women’s Market By Outlook And Level Of Control
Exhibit 2.1, Women, By Psychographic Profile
Segmenting Women According To How They Relate To Their Homes
Exhibit 2.2, Women, By Feelings About Their Homes
Women Find Beauty Ideals Hard To Live Up To
Exhibit 2.3, Aspects Of Their Appearance Women Most Want To Change, By Age
Exhibit 2.4, Activities Women Have Avoided Participating In Due To Feeling Badly About
How They Look, By Age
Shopping Behavior
Segmenting Female Shoppers By Behavior And Motivations
Exhibit 2.5, Female Shoppers, By Shopping Style
Segmenting Recreational Shoppers
Exhibit 2.6, The Five Recreational Shopper Personalities
Online Shopping
Full-Figured Women Are Avid Online Shoppers
Exhibit 2.7, Women Who Buy Lingerie Online, By Segment
Exhibit 2.8, Online Purchases Made In The Past 12 Months, By Segment
Exhibit 2.9, Women’s Reasons For Buying New Lingerie
Health Attitudes And Behavior
Women Have Trouble Sleeping — Single Working Women Sleep Least
Exhibit 2.10, Women’s Activities During The Hour Before Bedtime, 2007
Home Life and Leisure
Arts And Crafts Are Big With Women
Exhibit 2.11, How Women Describe Their Participation In Arts And Crafts, By Age
Exhibit 2.12, Women’s Most Important Reasons (Other Than Price) For Choosing Arts And Crafts Suppliers, By Age
Exhibit 2.13, Annual Spending On Arts And Crafts Supplies By Women Who Are
Passionate About Their Hobbies, By Age
Mothers
Balancing Act: Most Moms Would Prefer To Work Part-Time
Exhibit 2.14, Mom’s Satisfaction With Aspects Of Their Lives
Today’s Moms Say It’s Hard To Find Time For Themselves
Exhibit 2.15, Aspects Of Motherhood Women Find/Found Very Challenging
When Children Are/Were Young
Looking At New Moms By Parenting Style
Exhibit 2.16, Characteristics Of A Great Mom, According To Women Younger Than 40
Moms Want Marketers To Get To The Point In E-mails
Exhibit 2.17, How Moms Decide Which E-mails To Open
Exhibit 2.18, Reasons Moms Sign Up For Retail E-Newsletters Or Promotions
Exhibit 2.19, How Moms Respond To Retail Websites` Offers Of Promotional E-mails or Newsletters
Men
Gen X Men Buy More Luxury Items Than Boomer Men
Exhibit 2.20, Xoomer And Boomer Men Who Buy Luxury Items, By Category, 2006
Exhibit 2.21, Product Characteristics That Most Influence Luxury Purchases, Xoomers Vs. Boomers, 2006
Part 3: Demographics — Income & Finance
Affluent Consumers
Private Jet Owners Outspend Other Affluents
Exhibit 3.1, Annual Luxury Spending Of Private Jet Owners, 2005
How Affluents Deal With Money: Those With High Incomes Differ From Those With High Net Worth
Exhibit 3.2, High-Income Households That Save Money, By Income
Exhibit 3.3, High- Net-Worth Households That Save Money, By Net Worth
Exhibit 3.4, Debt-To-Income Ratio Among Millionaire And High-Income Households
Wealthy Consumers Shop Online; Men More Likely Than Women To Do So
Exhibit 3.5, High-Income Male And Female Luxury Shoppers` Buying Preferences, 2006
Luxury Consumers An Increasingly Elusive Target For Marketers
Exhibit 3.6, Luxury Consumer Segments
Exhibit 3.7, Motivators Of Luxury Purchases Among Americans With Household Incomes Of $75,000 Or More
Exhibit 3.8, Likelihood Of Selecting Luxury Offering Versus More Ordinary, Everyday Offering
The Top 22% Of American Earners Are Big Spenders In Household Expenditure Categories
Exhibit 3.9, Affluent Households By Annual Income
Exhibit 3.10, Characteristics Of Affluent Households (Income $85,000-Plus)
Exhibit 3.11, Asset Distribution Of Affluent Households, By Income
Exhibit 3.12, Affluent Americans` Attendance At Selected Cultural And Spectator Events
Exhibit 3.13, Affluent Americans` Participation In Selected Sports And Fitness Activities
Affluent Women
Affluent Women Are Financially Confident
Exhibit 3.14, Charitable Contributions Of Affluent Women Vs. Affluent Men
Affluent Women Are Diverse
Exhibit 3.15, Psychographic Profiles Of Affluent Women
Female Millionaires Are Younger Than Males
Young Affluents
Younger Affluent Generations Accustomed To Luxury, Are Poised To Overtake Boomers As Target Demographic
Exhibit 3.16, Household Spending On Luxury, 2006
Exhibit 3.17, Affluent Shoppers Who Purchased Luxury Handbags In 2006, By Age
Finance And Investing
How Race Affects Investments
Exhibit 3.18, Blacks And Whites Who Do Have Money Invested In The Stock Market
Gen X Women Live Paycheck-To-Paycheck
Part 4: Demographics — Race/Ethnicity
Hispanic Population Is Growing Fastest In Numbers But Slowest In Wealth
Exhibit 4.1, Characteristics Of The U.S. Population, By Race, 2005
Key Hispanic Groups Identified
1.5% Of Population Is Native American
Exhibit 4.2, American Indians And Alaska Natives As A Proportion Of The Overall Population, By Selected Tribal Grouping, 2000
Road Map For Advertisers Seeking To Reach The Asian American Youth Market
Differences Among Multicultural Youth
Part 5: Gays And Lesbians
Comparing Gays And Lesbians To Heterosexuals
Gays/Lesbians Are More Receptive Than Heterosexuals Are To Advertising
Exhibit 5.1, Consumer Opinions Of Television Ads
Exhibit 5.2, Consumer Opinions Of Print Ads
Exhibit 5.3, Consumer Opinions Of Online Ads
Gays And Straights Shop Differently
Exhibit 5.4, Why People Prefer To Shop In Certain Places
GLBT Adults Use Online Social Networks And New Media
Exhibit 5.5, Use Of New Media By Gay, Lesbian, Bisexual, Transgender, And Straight Adults, 2006
Segmenting The GLBT Market
Gays And Lesbians Have Different Travel Habits
Exhibit 5.6, Top Gay-Friendly U.S. Destinations According To Gay, Lesbian, Bisexual, & Transgender Adults, 2006
