Research Reveals Importance Of Super Youth Consumers
A new generation of so-called ‘super youth’ consumers are extending their carefree lifestyles well past their late twenties and into their thirties, according to new research from Emap.
The study claims that this new group of consumers is living proof that the rules of youth marketing can apply far beyond the age of 24, which is the normal cut off point for advertisers targeting younger demographics.
Emap estimates there are 4.5 million super youths, almost half of 25 to 39 year-olds, who consider themselves part of the forever young generation. They are determined to carry on behaving like young people for as long as they can get away with it and back up their frivolous desires with the money their earn.
Commenting on the research, Jason Brownlee, head of Emap Insight, said: “This is a generation refusing to grow old. They don’t want to become ‘grey-listed’ and are determined to carry on behaving like young people for as long as they can get away with it. They are never likely to become old-fashioned and always have an eye on the next new thing – only now they can throw more money and experience into getting exactly what they want from life.”
The research, which polled 1,000 people who grew up with Rave, New Romantics and Brit Pop, segments the super youth into four key categories: black collar workers, hometown heroes, cool career girls and designer mums.
The black collar workers are mostly ABC1’s and are aged between 25 and 39. They are highly ambitious and strive to achieve successful careers. They have expensive taste and lavish spending priorities.
Hometown heroes are 25 and 39 year-olds that have mostly stayed in their home town. They are made up of a lower social demographic, which values designer clothes and an all year round tan.
Cool career girls, which make up 10.3% of the population, are highly ambitious and reject bland mainstream fashions in favour of independent outlets. They are ABC1 consumers and are out to get the best money can buy.
In contrast, designer mums are of a lower C1C2 social demographic and have little ambition. However, they care deeply about educating their children and look to glamorous female celebrities for inspiration.
Earlier this month, the latest study from youth research group, Vegas, revealed that the growing spending power of school children aged between 11 and 18 is making them an increasingly lucrative market for advertisers (see New Youth Research Sends Advertisers Back To School).
Emap Advertising: 0207 295 8537 www.emapadvertising.com
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