Market

The 18-24 year old youth market is comprised of over 30 million active consumers olds with annual discretionary per capita spending of nearly $13,000, making this a $390 billion market segment. A 2007 Harris Interactive Research shows college students alone spend $198 billion annually. Spending among the college population has increased $62 billion since 2001 and $18 billion since 2006 alone.

Savvy marketers spend heavily to reach this audience not only because of their buying power, but also because life long brand preferences and buying habits are established during these years.

Today's youth market represents more powerful and influential consumers than young people did even 10 to 15 years ago. "Youth" is viewed in marketing terms as a specific group with significant disposable income. Their influence now extends across a broad range of industries, including apparel, automotive, food and beverages, consumer electronics, and all aspects of the entertainment industry.

This is the Digital Generation They are the most-wired and Internet-savvy demographic group in the nation. According to the 2006 Online Advertising Habits Survey, conducted by Experience, Inc., more than 95% of all college students own their own computer, more than 30% of them are online more than 20 hours per week, and 98% of all college students have made a purchase online. In fact, more college students spend 10 hours or more per week on the Internet than watching television (43% vs. 17%). College students are early adopters of new technologies and new brands and therefore they are a preferred targeted demographic for new products and innovations by corporations and advertisers.

Members of this demographic also serve as taste-makers. Trends emerge and become viral based on what is considered fresh and appealing to this consumer community. Media, socio-economic, cultural and popular trends develop out of their preferences and interests.