Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- 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
Fast Forward Trends
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- Many Mes
- What's it about?
- Multiple personalities
- Rethinking your consumer
- The big takeaway
- Girls think pink
- Pink as a symbol of weakness
- Being feminine at the right time
- Which woman are you speaking to?
- The point of all this
Insights and Opportunities
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- Help me feel good about myself
- Different messages for different demographics
- Online is in, but are you fully invested?
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- Figure 1: Top Web properties for females aged 18+, January 2008
Demographic Considerations
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- Key points
- Population of 18-34 year olds
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- Figure 2: Population of 18-34 year old women, by age, 2003-13
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- Figure 3: Young adult women, by single year of age, 2008
- Ethnicity of 18-34 year olds
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- Figure 4: Women aged 18-34, by race and Hispanic origin, 2008
- Educational attainment
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- 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
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- Figure 7: Married people, by age and gender, 2006
- Income of consumers aged 18-34
- Spending power is difficult to determine
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- Figure 8: Median household income, by age of householder and type of household, 2006
Attitudes Towards Discrimination
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- Key points
- A country divided by gender
- Experiences with discrimination
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- Figure 9: Women's attitudes towards gender, May 2008
- But they still strive for success
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- Figure 10: Women's attitudes toward themselves, by age and race/ethnicity, Fall 2007
- More educated respondents view jobs as careers
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- Figure 11: Women's attitudes toward work, by education, Fall 2007
- Other perceptions of self
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- Figure 12: Personal beliefs and experiences, by age, May 2008
Perception of Life Balance
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- Key points
- Carpe diem: the credo of 18-34s
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- Figure 13: Women's attitudes toward themselves, by age, Fall 2007
- Awareness of outside pressures and confusion diminish with age
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- Figure 14: Women's attitudes toward themselves, by age, May 2008
- Whites and Asians are less confident, and blacks are more
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- Figure 15: Women's attitudes toward themselves, by age and race, May 2008
- Young Hispanic women more aware of outside pressures
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- Figure 16: Women's attitudes toward themselves, by age and ethnicity, May 2008
- Money boosts confidence and happiness
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- Figure 17: Women's attitudes toward themselves, by household income, May 2008
- Education boosts confidence and happiness
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- Figure 18: Women's attitudes toward themselves, by education, Fall 2007
- Divorce takes a toll on confidence, comfort and happiness
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- Figure 19: Women's attitudes toward themselves, by marital status, Fall 2007
- Blacks are resigned, Asians strive and worry
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- Figure 20: Women's attitudes toward themselves, by race/ethnicity, Fall 2007
Attitudes Towards Travel and Leisure
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- Key points
- Snapshot of the travel category
- Younger respondents love leisure travel
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- Figure 21: Trips taken, by age, May 2008
- Young respondents spend more than their older peers
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- Figure 22: Amount spent personally on travel, by age, May 2008
- Education translates into desire to travel
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- Figure 23: Women's attitudes towards travel and leisure, by education, Fall 2007
Attitudes Towards the Media
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- Key points
- Snapshot of the state of advertising
- Time-delayed TV, surfing, and cell phones are in
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- Figure 24: Media-based activities performed 11+ hours per week, by age, May 2008
- Online is in, but they’re tuned out otherwise
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- Figure 25: Women's attitudes toward media and advertising, by age, Fall 2007
- Education breeds a discriminating eye
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- Figure 26: Women's attitudes toward media and advertising, by education, Fall 2007
- Divorce blunts interest in the media
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- Figure 27: Women's attitudes toward media and advertising, by marital status, Fall 2007
Attitudes Towards Brick-and-Mortar Shopping
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- Key points
- A brief overview of important categories
- 18-34s buy more gourmet food, clothing, and CDs
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- Figure 28: Purchases made six or more times a year, by age, May 2008
- Attitudes towards purchasing
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- Figure 29: Women's attitudes toward shopping, by age, Fall 2007
- Education equals intrepid shoppers
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- Figure 30: Women's attitudes toward shopping, by education, Fall 2007
- Divorce sours the shopping experience
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- Figure 31: Women's attitudes toward shopping, by marital status, Fall 2007
Attitudes Towards Green Products
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- Key points
- A country going green
- A little less green than older females
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- Figure 32: Women's attitudes toward green issues, by age, Fall 2007
- The older the respondent, the more likely to purchase green products
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- Figure 33: Green purchases made six or more times a year, by age, May 2008
- Divorced women seem less green
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- Figure 34: Women's attitudes toward green issues, by marital status, Fall 2007
- The greening of America
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- Figure 35: Women's attitudes toward green issues, by education, Fall 2007
Attitudes Towards Online Shopping
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- Key points
- Overview of online shopping
- The Internet has dramatically changed shopping habits
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- Figure 36: Women's attitudes toward Internet shopping, by age, Fall 2007
- As education levels rise, so does online shopping
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- Figure 37: Women's attitudes toward Internet shopping, by education, Fall 2007
- Jewelry, personal care, travel, and more are popular with 25-34s
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- Figure 38: Internet purchases in the past year, by age, May 2008
Attitudes Towards Online Communities and Social Networking
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- Key points
- Snapshot of online communities
- Online communities are social hubs for 18-24s
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- Figure 39: Membership in online communities and social networking sites, by age, May 2008
Race and Ethnicity
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- Key points
- Asians use the Internet to shop; Hispanics not as much
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- Figure 40: Women's attitudes toward Internet shopping, by race/ethnicity, Fall 2007
- Asians care about the environment
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- Figure 41: Women's attitudes toward green issues, by race/ethnicity, Fall 2007
- Asians love to travel
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- Figure 42: Women's attitudes towards travel and leisure, by age and race/ethnicity, Fall 2007
- Asians have more positive views of advertising
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- Figure 43: Women's attitudes toward media and advertising, by race/ethnicity, Fall 2007
Custom Consumer Groups
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- Asians want it all
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- Figure 44: Personal beliefs and experiences, by age and ethnicity, May 2008
- Asians more likely to purchase green, blacks less so
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- Figure 45: Green purchases made six or more times a year, by age and race, May 2008
- Asians use social networks for everything
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- Figure 46: Membership in online communities and social networking sites, by age and race, May 2008
- Books, clothing, gourmet products, and more: what Asians and whites purchase
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- Figure 47: Purchases made six or more times a year, by age and race, May 2008
Advertising and Promotion
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- Key points
- A snapshot of behavior
- Streaming video is key
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- 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
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- Figure 49: Cadillac CTS Television ad, 2008
- Figure 50: BMW 3-Series Television ad, 2008
- Beauty
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- Figure 51: Almay Intense i-Color Television ad, 2008
- Figure 52: Gillette Venus Embrace Television ad, 2008
- Health
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- Figure 53: Eucerin Daily Replenishing Television ad, 2008
- Sex appeal
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- Figure 54: Jane Cosmetics Television ad, 2008
- Figure 55: Schick Quattro for Women Television ad, 2008
Appendix: Other Useful Consumer Tables
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- Divorced women love the idea of traveling abroad
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- Figure 56: Women's attitudes towards travel and leisure, by marital status, Fall 2007
- Asian respondents consume lots of media
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- 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
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- Figure 58: Women's attitudes toward themselves, by education, Fall 2007
- Non-Hispanics are more likely to travel
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- Figure 59: Trips taken, by age and ethnicity, May 2008
- Asian respondents enjoy the shopping experience
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- Figure 60: Women's attitudes toward shopping, by race/ethnicity, Fall 2007
Cluster Analysis—Actualized Partners, Social Networkers, Struggling Singles
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- Insight
- Actualized Partners—Actualized Partners
- Social Networkers—Social Networkers
- Struggling Singles—Struggling Singles
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- Figure 61: Attitudes of women clusters, May 2008
- Figure 62: Please tell us how much you identify with the following statements? Please use a scale where "5" means "Strongly identify with" and "1" means "Do not identify at all with" by attitudes of women clusters, May 2008
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- Figure 63: What products or services, if any, have you purchased on the Internet in the past year? by attitudes of women clusters, May 2008
- Figure 64: Thinking of online community and social networking sites like MySpace, are you a member of any website, blog, forum, or virtual space related to the following subjects? by attitudes of women clusters, May 2008
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- Figure 65: Please tell us which, if any, of the following statements apply to your personal beliefs and experiences by attitudes of women clusters, May 2008
- Figure 66: Attitudes of women clusters by age group, May 2008
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- Figure 67: Attitudes of women clusters by income group, May 2008
- Figure 68: Attitudes of women clusters by race, May 2008
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- Figure 69: Attitudes of women clusters by Hispanic origin, May 2008
- Figure 70: Attitudes of women clusters by marital status, May 2008
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- Figure 71: Attitudes of women clusters by education, May 2008
- Methodology
Appendix: Trade Associations
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