Young Urban Dads
; There are 3,189,000 Young Urban
Dads aged 25–34 in the U.S.
; Compared to the young male population in general, Young Urban Dads
are twice as likely to be Hispanic.
; Young Urban Dads are more likely
than the young male population to
be light Internet users.
; They are more likely to believe that
“Children have a right to be spoiled,”
or to feel that “Shopping is a great
way to relax.”
; Compared to young men in general,
Young Urban Dads are more likely to
attend professional basketball games
or play soccer themselves.
Pop Culture Enthusiasts
; 23,827,000 U.S. adults actively follow
celebrities and pop culture news.
Their median age is 34.
; Pop Culture Enthusiasts are more than
three times as likely as the average
adult to be heavy magazine readers
and almost twice as likely to be heavy
; Because Pop Culture Enthusiasts are
“in the know” for a variety of product
categories — friends and acquaintances come to them for advice before
making their purchases. They are more
likely than the average U.S. adult to be
considered an influential person for
shoes, beauty, music, and clothing.
; Not surprisingly, they are also more
likely than the average adult to share
their opinions about products and
services by posting reviews and
; Pop Culture Enthusiasts enjoy impressing people with their appearance.
Compared to the general population,
they are more likely to say, “I wear
designer brands partially to impress
other people,” “Clothes made by
fashion designers are more appealing,”
and “I would pay extra for a product
that is consistent with the image I
want to convey.”
; With a nearly identical percentage of
men and women in professional/
managerial roles, the average salaries of
the two genders are strikingly different.
Professional/Managerial Women have an
average annual salary of $56,000 while
men in professional/managerial positions
earn, on average, $85,000 annually.
; Professional Women are 51 percent
more likely than the general population
to visit Facebook.
; They are 31 percent more likely to have
redeemed a mobile coupon using their
; Although 77 percent of Professional
Women report being so busy they often
can’t finish everything they need to in
a day, they are 36 percent more likely
than the general population to participate in a regular exercise program.
; Professional Women are slightly more
likely than the general population to
believe their household will be better
off financially in the next 12 months
and 10 percent more likely to say their
children have a significant impact on
the brands they choose.
Need insights on your consumer targets?
The GfK MRI Consumer Insights Group
can help; contact email@example.com.
ANA Thought Leadership Series May 2012 | 9