Cover of the Fall Youth Culture Study 2012 by Label Networks.

Label Networks’ Fall Youth Culture Study Reveals New Spending Patterns, Inspired DIY Trends and Market Opportunities, Plus Sustainability Trends, Fashion, Sneaker Culture, Action Sports, More

Release Date: September 17, 2012

Format: Colorful and Actionable Charts, Graphs, with Macro Trend Editorial Summaries for Quick Snapshots of Key Findings, plus Pull Quotes, Images including a Street Fashion Photo Report, Trend Forecasts + Historical Comparisons. Cross-tabs by Topline, Gender, Age Groups: 13-14, 15-17, 18-20, 21-25

Methodology: Face-to-face interviews with thousands of 13-25-year-olds across 40 different regions in the United States. Modern representative sampling formula, T-tests, highly trained Label Networks’ field research managers, and analysts. Data-acquisition from July 25-Sept. 5, 2012.

About the Study: Fresh research and analysis released today from Label Networks’ 13th Fall Youth Culture Study reveals where shifts in the youth marketplace and various declines have also created new opportunities across a range of industries, such as fashion, technology, sports, electronics, music, entertainment, non-profits, sustainability issues, among others, based on new consumer insights among 13-25-year-olds across the United States.

“There’s a new youth demographic that has basically gone through their entire teens in recession, resulting in significant shifts in spending patterns and the shadows of a “savings” culture,” explains Tom Wallace, President of Label Networks, producers of the Study and a leader in global youth culture intelligence and branding strategies.

“However, this has also organically created these veins of new, interlinked subcultures and market opportunities as illustrated in our results. Such information is a vital tool towards integrating with this new generation of consumers and the shifts in their lifestyles, the influences of technology. Mobile phone culture, and changes in social network patterns, revealing where specific strategies will be most effective and why.”

Comparing results since 2000, and having the background from creating consumer research studies from Europe, China, and Japan, provided a unique global advantage when it came to Label Networks’ Fall Youth Culture Study 2012. “Such combinations allow us to see new market opportunities through trend forecasts and differences with other countries, which elevates this Study to another level towards helping to connect brands with this new youth market,” continues Wallace.

Results are provided in colorful charts and graphs, by topline, then cross-tabulated by gender, and again by 4 different age groups. Comparative analysis written in “Macro Trend” editorials by Label Networks’ Youth Culture Experts provide a quick snapshot of key findings, including historical analysis, visuals, and pull-quotes for fast, effective, understanding.

The Fall Youth Culture Study 2012 is unique in that it goes into detail about Sustainability and youth culture, Green Marketing and Humanitarian issues and Non-Profits, plus an entire section devoted to Action Sports that goes above and beyond typical sports participation analysis.

Highlights from the Fall Youth Culture Study 2012 include:

  • Sustainability and Green Marketing through Eco and Humanitarian Initiatives, including Top Concerns, Non-Profits, Eco-Fashion, Volunteerism, Rebels through Making a Difference
  • Digital Lifestyle information ranging from Spending Patterns, Online Retail, Mobile Phone Culture, and Communication Patterns
  • Favorite Fashion Brands and Stores, Shopping Patterns and Trends
  • Action Sports Report plus Viewing and Programming Preferences
  • Special T-shirt and Denim Reports, Top Brands, plus Brands Losing Marketshare and Why, Frequency of Buying, and Changes in Spending Patterns
  • Footwear, including Sneaker Culture as influenced by Youth Preferences
  • Entertainment including TV, Movies, Magazines, and Video Gaming
  • New Top Music Subcultures, Crossover Genres, Downloading and Spending Patterns, and Marketing through Music
  • Quantified Shifts in Buying Habits, Brand Preferences, New Meaning of Authenticity
  • Sections detailing Preferences in Beverages, Fast Food, and Automotive
  • Top Future Concerns and Perceptions Capturing the Psychodemographics of Youth Culture Today

For businesses, agencies, and industry leaders looking to maximize their strategies as they pertain to the youth marketplace, Label Networks’ Fall Youth Culture Study 2012 provides authentic information and an in-depth demographic profile of the most trendsetting youth marketplace in the world.


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