ANA Magazine - May 2012

CONSUMER TARGETS

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 Internet users.

; 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 ratings online.

; 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.”

Professional Women

; 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 cell/smartphone.

; 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.