We are pleased to present our 14th Annual Spring Youth Culture Study 2014!
April 9, 2014, Los Angeles, CA— Fresh consumer insight from Label Networks’ 14th Annual Spring Youth Culture Study reveals key findings that leave little doubt that a new generation has come into their own, creating distinctly unique patterns in spending, social networking, fashion and footwear subcultures, entertainment, sports, and music, and relevant lifestyle associations.
The 14th Annual Spring Youth Culture Study 2014 includes data and analysis, plus forecasts that reveal how the identity of a new, diverse, and entrepreneurial marketplace of 13-25-year-olds across the United States is re-defining the way brands need to do business.
“This Study reveals dramatic shifts especially in communication patterns and spending,” states Tom Wallace, President of Label Networks, the publishers of the Study and global leaders in youth intelligence and brand strategies. “A large portion of today’s youth culture has spent their entire teen years living in a recession. While they are pushing the speed of change as the inherent trendsetters in technology and social media, the ripple effects of a global economy in hardship have also given them a retrospective edge, DIY attitudes and unique characteristics of what is valuable to their lifestyle.”
The disruptive nature of a tech-savvy generation living on the cusp of dramatic world change has actually carved out unique niches that have given rise to opportunities and whole new industries never recognized before. These aspects are illustrated within this Study with new brand preference loyalties and ecommerce shifts, growing subcultures within sports and entertainment, and attitudes that are re-shaping the shopping and spending habits, personal content creation, and new forms of communication.
everal significant changes are revealed within this Study. For example, while today’s youth culture is undoubtedly the most tech-savvy generation in the world, they also represent a new generation of hope that grew-up with recycling and a broader awareness about climate change, limited resources, and humanitarian issues that are directing their lifestyle interests. This demographic offers a fresh set of eyes, attitudes, and opportunities to roadmap key solutions on creating engaging sustainability strategies for their future.
“We have embarked once again on a robust section that illustrates youth culture’s most important Lifestyle Playgrounds ranging from music festivals to tattoo culture to blogging to faith-based group activities, and more. The results provide brands, retailers, agencies, and non-profits with an extraordinary amount of detail as to which segments they should be associated with and why, if they intend to connect with the marketplace effectively,” continues Wallace.
More specifically, the 350-page Study is based on thousands of interviews from a statistically representative sampling conducted within the beginning of 2014, providing the most current youth consumer insights available. Data is combined with comparative analysis that is written, illustrated, and designed for each topic by Label Networks’ Youth Culture Experts to provide a quick snapshot of key findings, including historical analysis, visuals, pull-quotes for fast, effective forecasting.
The Study also meters those making content that connects to online communities that are gaining traction within youth culture, but are rarely rated in mainstream industry ratings because the entry point for these growing markets is off their radar. DIY subcultures can be more important to specific youth demographics than many people realize. It is for this reason that our Spring Youth Culture Study 2014 is a vital source for global brands seeking to map-out a unique brand strategies moving forward.
Key Highlights Include:
• Fashion Preferences, Brands, Shopping Frequency, Patterns, Social Networking Influences, Retailers, Online Preferences
• Denim Report: Top Brands, Size of Market, Pricing Preferences
• T-shirt Report: Importance of the T-shirt Marketplace in Youth Fashion, Top Brands, Size of Market, Buying Frequency, Pricing Preferences
• “What’s In Your Closet:” Insights Into What Young People Own Now and Plan to Buy in the Future
• Shopping and Spending Patterns, Influences on Buying, Preference Changes
• Social Media and Communication Patterns Including Blogging, Where Things Are Heading—The Next Social Media Platform and Why
• Sports with Special Insider Report on Favorite Sports, Participation, Aspirations, Lifestyle Influences, Favorite Athletes
• The Lifestyle Playgrounds Report: Deep-dive Into How Youth Define Their Lifestyles and Key Influences Ranging From Travel, Tattoo Culture, Music, Festivals, Sports, Blogging, Entertainment, Fashion, Photography, and More
• Retail Report: What Excites Shoppers; Greatest Turn-offs, Key Retailers, Online vs. Store
• Trends in Retail Leading Brands From Fashion to Electronics, Wearable Technologies, Designer Headphones
• Mobile Commerce and Online Shopping Patterns, Virtual Currency, Gift Cards
• Demographics and the Changing Diversity of Youth Culture
• Spending Habit Shifts Reflected by the Recession Generation
• 7/24: Dedicated to How Teens and 20-Somethings Spend Their Time
• Mobile Phone Culture with Social Networking Patterns, Profile Features, Trends in Social Networks, Shifts in Social Media Patterns
• Beverages, Energy Drinks, and Sponsorship and Where the Landscape Is Evolving Most
• Entertainment Shifts from YouTube, Movies, TV, Favorite Actors, Preferences in Genres
• Magazines vs. Online Magazines, Preferences
• Footwear, Sneaker Culture, Favorite Brands, Stores, Online Destinations
• Accessories: What’s Vital to the Marketplace, Preferences in Backpacks, Headphones, Sunglasses, and Preferred Shopping Locations
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