The Power and Influence of the European Youth Culture Marketplace: Revealing Study Explains Key Findings

Contacts:
Kathleen Gasperini
Stefanie Gerhardt
Gerhardt@ispo.com; +49-89-94920610 October 13, 2003—Based on findings from the first pan-European youth culture study to date, global brands will have solid information about the European Youth Culture Marketplace, including trends, patterns, influences, concerns, and the cause and effect relationships of what motivates young people most and why. Label Networks, Inc., the youth culture marketing intelligence company known for obtaining authentic research from hard-to-reach markets, in co-operation with ispo, will release results about 13-25-year-olds that describes what’s really going on in the European youth marketplace in the first, pan-European youth study, including the countries of Germany, Italy, Spain, France, and the United Kingdom, October 15. The Study reveals key findings that leave little doubt that the European youth market is a powerful force, with a spending capacity of €61 billion per year, and is an influential demographic that’s shaping the future of the continent.

“Patterns in the youth market are being re-contextualized for the present day based on what young people think, who they want to become, and their new sources of what influences them most,” says Label Networks President, Tom Wallace. “How they are doing this and why basically means figuring out what will work in terms of reaching the European youth market in ’04 and ‘05.”

Label Networks’ Youth Culture Experts explain this in the European Youth Culture Study 2003. Results include quantitative charts and graphs, qualitative editorial summaries explaining key results, historical implications of youth culture patterns, and in some cases, predictive forecasting. Overall, the sweeping tide of European youth culture is clearly illustrated: For example, the exploding participation numbers of new sports such as skateboarding, snowboarding, and surfing, notable spending patterns, musical subcultures that are driving fashion, new uses of technology, mobile phone usages and what it means to them, and the shifting concepts and impact of advertising and entertainment.

The European Youth Culture Study 2003 fields of research include:

• Fashion: Preferences in Clothing and Shoe Styles, Shopping locations, Spending, Why they wear what they wear, Influences in Style
• Music: Preferences, Why this is so, Influences in Buying Music, Spending Patterns on Music, Downloading and Burning Habits and Opinions, Where they Listen to Music Most
• Sports: Participation, Size of Market, Sports They Want to Learn
• Spending: Spending per Week, Spending per Month and why on: Clothing, Music, Mobile Phones, Snacks, Games, Savings, Personal Care Products, Transportation, Books, Magazines, Alcohol
• On-line Spending: What They tend to Buy Online
• Video Gaming: Favorite Game Types, Why they Play
• Food and Beverages: Food types, Spending on Snacks, What they Drink and Why
• Mobile Phones: Usage, Spending, What their Mobile phone Means to Them in terms of Communication, Status, Usage Patterns
• Lifestyle Interests: Free time Interests, Leisure Time Activities, Online Preferences
• Influences: Primary influences in Purchasing Decisions, i.e. Friends, Brand, Impulse, Need, Internet, Price
• Advertising: What makes an Ad Most Memorable and Why
• Communication: Where and How they Learn about Trends, How they Communicate and Pass On Information to Others
• Future Concerns: Economy, Environment, Relationships, Education, Family, War, Money, Work, Appearance, Happiness, Health, Success, School, Globalization
• Entertainment and Media: Media Sources for Fashion Trends, Favorite Magazines
• Psychodemographics: Characteristic types based on Personality Traits, Opinions, Self-Descriptions, and Motivations
• Cultural Differences and Patterns: From a pan-European Perspective and By Country

A subscription to the European Youth Culture Study ‘03-04 includes 2, 4-color hardcopies, and a year subscription to Label Networks’ monthly Label Lab Newsletter (a €500-value) detailing latest trends and new opportunities in the marketplace. Cost of the Study subscription is: €5,000. To inquire, call +310-745-3005; or email: info@labelnetworks.com.

For questions and inquiries about the Study and subscriptions or Label Networks’ other Studies, custom research, and consulting, please email info@labelnetworks.com or call +310-745-3005.