Youth Culture Study Results Reveal Consumer Market Trends

Youth Culture Study Results Reveal Consumer Market Trends

Effecting Global Businesses in Fashion, Technology, Entertainment, Sports

September 28, 02006—Fresh results released today from Label Networks’ North American Youth Culture Consumer Research Study—The Fall Report ’06 clearly indicate that the youth culture marketplace of 13-24-years-old, empowered through personal communication and a “lifetime” of technology has resulted in greater consumer control, which is influencing trends in fashion, sports, music, entertainment, advertising, marketing, and lifestyle choices. For intuitive brands, knowing what’s going on in this elusive and savvy marketplace is vital for success.

Label Networks, a leading global youth intelligence media company known for accessing hard-to-reach markets and providing street-credible data and trending reports, now has the most insightful, fresh, quantitative and qualitative information about the world’s wealthiest new generation now available in the North American Youth Culture Consumer Research Study—The Fall Report ’06.

Highlights from the North American Youth Culture Study Fall Report ’06 include:

70.5% of 13-30-year-olds believe that MySpace is an internet fad
13-14-year-olds have been Online for an average of 5 years
Top electronic devices you “cannot live without:”
- 27.7% Cell Phone
- 27% Computer
- 23.2% iPod
Stores and TV have dropped the most as the leading source for “finding out about new fashion trends and styles”
Thrift/Vintage have increased the most in terms of where young people buy their clothes mostly
Footwear shopping online continues to be a leading category of fashion apparel purchased online by 13-24-year-olds
Spending on Denim jeans, T-shirts, + Footwear, particularly sneakers have increased on average since Spring ’06
Skateboarding is the top sport females 13-24-years-old want to learn the most—percentages age higher than males for 3^rd year in a row
42.4% say they communicate mostly through IM
Average # of Texts Per Day, IM, SMS = 11
Top Future Concerns: Relationships, Happiness, Work; Terrorism dropped most because as young people explained, “We just live with it--Terrorism is always there and we’re used to it.”

The North American Youth Culture Study--Fall Report ’06 includes actionable results, regarding fashion, (with special reports on denim, T-shirts, and footwear), spending patterns, technology + electronics, video gaming, music, action sports, individual + team sports, entertainment patterns, marketing + advertising effectiveness, lifestyle traits, Internet patterns + social networks, cell phones, new media, future concerns, attitudes, changing styles, and influences. The subscription package also includes:

Profile Reports: In-depth quantitative and qualitative reports of leading segments of youth culture market trends, including The Snowboarding Profile Report, Digital Lifestyle Report, Humanitarian Youth Culture Study (green marketing), the Urban Female Profile Report, Hispanic/Latino Profile Report, and The Sponsorship Profile Report
Weekly Updates from our global field research network to provide greater details about fresh news, reviews of street fashion trends, music, sports, festivals, underground magazines, events, retail hotspots, + emerging subcultures
The Spring Report: Covering a wide-range of topics including historical patterns and information, primary data, charts, graphs cross-tabulated by gender, age: 13-14, 15-17, 18-20, 21-24
Macro Trend Summaries detailing high-level trends written in an easy-to-understand format about the changing landscape of the marketplace within each topic
Street Photography depicting leading-edge trends in fashion, footwear, sports, accessories, attitudes, tattoos, and style

For thought-leaders looking to maximize their strategies as they pertain to the youth marketplace, the North American Youth Culture Study—Fall Report ‘06 provides authentic street-level information about the demographic profile, economic, and cultural threads of influence of the wealthiest new generation in history. For information about subscribing, or our 02006 Global Subscription Package, including Europe, Japan, China, call (323) 630-4000; info@labelnetworks.com.

About Label Networks:

Label Networks, Inc. is a leading global youth culture marketing intelligence + media company authentically measuring the most trendsetting and mainstream subcultures in the world. Label was launched in 2000 to bridge the gap between companies trying to access the youth marketplace and the lack of useful, fast research about the fast-changing landscape. Label created new methods to gain constantly fresh quantitative and qualitative data about the marketplace accurately and quickly with a combination of remote data-acquisition and analysis systems, and a credible network of global Youth Culture Experts. Together, Label measures, reports, and consults with brands, agencies, and industry leaders about pinpoint consumer preferences gathered from face-to-face interviews from the heart of opinionated youth environments. Global Youth Culture Studies include North America, Europe, Japan, + China, plus Profiles on Snowboarding, Skateboarding, Urban Female, Hispanic/Latino Market Report; Euro Mobile Technology Report, Digital Lifestyle Report; Sponsorship Report; + Humanitarian Study; Clients: Apple Computer, Verizon Wireless, Burton, Vans, Braun, Motorola, Nokia, Footlocker, Oakley, Spy Optics, Salomon, Reebok, Levi Strauss, American Eagle, O’Neill Europe, Playstation, Hasbro, Ford, Dodge, Columbia Sportswear, Warped Tour, Creative Artists Agency, Faith Popcorn, ESPN International, Kraft Easy-Mac. Contact: Label Networks, Inc., 13101 Washington Blvd., Suite 100, Los Angeles, CA 90066; (323) 630-4000; mailto:youthculture@labelnetworks.com; www.labelnetworks.com.