Research by Label Networks' North American Youth Culture Consumer Research Study—The Fall Report ’06, reveals that in the age grouping of 13-24-year-olds, the empowerment that technology has brought to their lives has brought them a sense of control; and is influencing trends in entertainment, music, advertising, marketing, sports, fashion, marketing and the type of lives they want to live.
One major revelation of the study, which most of us probably know, is that those in this age group have grown up on the Internet and contends with all other mediums for their time and attention; social-networking sites in particular are direct competitors with the the television industry.
Results from the North American Youth Culture Study Fall Report ’06:
According to their research results, 86% of young people say they have a Personal Profile of some sort in an Online Community.
70.5% of 13-30-year-olds believe that MySpace is an internet fad (that was a little surprising)
13-14-year-olds have already been Online an average of 5 years
When ask about the Top electronic devices you “cannot live without,” here's what they said:
27.7% Cell Phone
27% Computer
23.2% iPod
The biggest influence on “finding out about new fashion trends and styles,” are no longer retail stores or TV
Thrift/Vintage have greatest increases in terms of where young people buy their clothes
Footwear shopping online continues to be a leading category of fashion apparel purchased online by 13-24-year-olds
Spending on Denim jeans, T-shirts, + Footwear, particularly sneakers have increased on average since Spring ’06
Skateboarding is the top sport females 13-24-years-old want to learn the most—percentages age higher than males for 3rd year in a row
42.4% say they communicate mostly through IM Average # of Texts Per Day, IM, SMS = 11
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