A Little Bit Gen X & A Little Bit Gen Y = Lucrative 18-34 Demographic.

Interep released its latest research report on young adult consumers, entitled “Gen X + Gen Y = Adult 18-34 consumers.

The report points out that this popular advertising demographic is difficult to categorize, particularly since its oldest members belong to the much-publicized Gen X culture, while the youngest are part of the now-dubbed ‘Millennial Generation’.

Despite any apparent difficulties in marketing to these diverse consumers, however, many advertisers are more than willing to try. Why? Adults in the 18-34-age range typically experience a myriad of life changes. These tend to be the key years for a variety of life events, including graduating college, entering the workforce, moving out of a parent’s home, marriage and children. All of these transitions bring with them a host of new consumer needs – and an open playing field
for first-time brand impressions.

Report Highlights:

§ There are 67 million adults aged 18-34 in the U.S. – 24% of the total population.

§ Some of the Top 20 metros with the highest percentage of Adults 18-34 include Bryan-College Station (TX), State College (PA), Ithaca, Ann Arbor, Salt Lake City, Austin, Lincoln (NE).

§ Adults 18-34 are ethnically diverse – 62% non-Hispanic white, 17% Hispanic and 15% African-American.

§ While not in their peak earning years, 27% of Adults 18-34 have household incomes $75,000+.

§ Householders age 35 and under spend $923 billion each year, with disproportionately high spending on alcohol, rents, vehicle purchases and education.

§ The average age for first marriages is increasing, but still occurs in the mid-twenties. Overall, 37% of Adults 18-34 are married, while 53% have children. The vast majority of births (75%) are to women aged 20-34.

Source: U.S. Census; MRI Research, Fall 2002.

How to reach these active consumers? They are 21% more likely to be heavy users of Radio than the average adult. In fact, Radio reaches 91% of these young adults each week – a figure rivaled only by television (93%). (Compare to daily newspapers with a 36% reach.) Radio formats with the highest concentration of Adult 18-34 listeners include CHR, Modern Rock, Urban, Rock, Hispanic, Classic Hits, AC and Classic Rock.