米国における若年層（18-24歳）の家庭用電化製品に対する意識

Abstract

This report aims to provide a topical examination of the role of consumer electronics in the lives of young adults, reviewing the attitudes of 18- to 24-year-olds toward consumer electronics and comparing them to those of older consumers. Within this context, 18-24 year olds are examined by educational attainment, student status, gender, household income, and race. The report covers attitudes towards shopping and budgeting for consumer electronics; product preferences; technological savvy; brand selection; computer and handheld product convergence; the Internet; and used consumer electronics.

Also covered are attitudes toward HD-DVD, DVD-Audio/SACD, DVRs, flat-screen televisions, HDTV, DVD-recorders, front projection televisions, and satellite radio. In addition, Mintel explores ownership of cameras; portable CD, DVD, and MP3 players; PCs and peripherals; PDAs; video game consoles; cellular phones and associated services; stereo equipment; and televisions.

18-24 year olds are more likely to be minorities than the overall population. Only 68% of 18-24 year olds are white, compared with 79% of the overall population. 12% are black, 7% are Asian, and 22% are Hispanic. Most 18-24 year olds have never been married. The median income for 18-24 year olds is $11,731, although understanding this demographic in terms of household income is difficult due to the financial help that many of these consumers receive from their parents, much of which is discretionary. Approximately 43% of 18-24 year olds are currently enrolled in school, and nearly three-quarters have lived with their parents as some point in the last two years.

Major themes within the report include how this age group is concerned with portability and flexibility, desiring products that travel from the bedroom to the car and provide a variety of functions. College students in particular tend to splurge for products they really want, or save up in order to afford them. This is a group that likes to stay abreast of technology, desiring new styling and features.

Products excluded from this report include CE products typically used for home office/communications rather than entertainment purposes: printers, fax lines, and home phones. It should be noted, however, that many of the attitudes and opinions discussed in this report may well also impact the purchase of these excluded products.

Table of Contents

• Scope and Themes
• What you need to know
• Subject of this report
• Data for this report
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Key points
• The 18-24 year old: demographic profile
• Housing and under-25s
• Pastimes of 18-24 year olds
• 18-24 year olds like multiple features, willing to try new brands
• High-end equipment lacks appeal
• 18-24 year olds prioritize convergence
• Portability essential to young adults
• Cell phones essential to young adults
• Portable MP3 players favored over car and home stereos
• Asians own more computers than other young adults
• Young men, those without college degrees most likely to play video games
• Background Factors
• Marital status
  • Figure 1: Marital status of people aged 18 to 24, by age, 2005
• Employment status
  • Figure 2: Employment status and income of people aged 18-24, 2005
• Educational status
  • Figure 3: Student status of 18-24 year olds, by race/ethnicity, 2004
  • Figure 4: Projected number of students aged 18-24 year olds, by race/ethnicity, 2006
  • Figure 5: Student status of 18-24 year olds, by gender, 2004
  • Figure 6: Percentage of the population 18 to 24 years old enrolled in school, 1985, 1995, 2004
• Discretionary income by age
  • Figure 7: Average and aggregate discretionary income* and amount per household member, by age of householder, 2002
• Race/ethnicity
  • Figure 8: 18-24 year olds by race/ethnicity, 2006
• Changes in housing situation, by age
  • Figure 9: Residences lived in, in the last 2 years, by age, September 2006
  • Figure 10: Graph: Residences lived in, in the last 2 years, by age, September 2006
  • Figure 11: Living with parents among 18-24 year olds, by gender, income, employment and education, September 2006
• Trends in back-to-school shopping
• Hobbies, games and sports
  • Figure 12: Hobbies and leisure activities in the past 12 months, by age, January-September 2005
  • Figure 13: Graph: Hobbies and leisure activities by age, January-September 2005
• Going out
  • Figure 14: Activities and live events attended in past 6 months, by age, January-September 2005
  • Figure 15: Graph: Activities and live events attended in past 6 months, by age, January-September 2005
  • Figure 16: Activities and live events attended among 18-24 year olds, by race/ethnicity,
• Sports
  • Figure 17: Sports played or participated in during the last 12 months, by age, January-September 2005
  • Figure 18: Graph: Sports played or participated in during the last 12 months, by age, January-September 2005
• General Attitudes toward CE
• Conclusions
• Attitudes towards technology, by age
  • Figure 19: Attitudes towards technology, by age, January-September 2005
  • Figure 20: Graph: Attitudes towards technology, by age, January-September 2005
  • Figure 21: Attitudes towards technology among 18-24 year olds, by educational attainment, January-September 2005
  • Figure 22: Attitudes towards technology among 18-24 year olds, by gender, January-September 2005
  • Figure 23: Attitudes towards technology among 18-24 year olds, college students and non-students, January-September 2005
  • Figure 24: Attitudes towards technology among 18-24 year olds, all vs. minority males, January-September 2005
• Preferences in electronics, by age
  • Figure 25: Preferences in electronic products, by age, September 2006
  • Figure 26: Graph: Preferences in electronic products, by age, September 2006
  • Figure 27: Preferences in electronic products, by minority status, September 2006
  • Figure 28: Graph: Preferences in electronic products, by minority status, September 2006
  • Figure 29: Preferences in electronic products, by educational attainment, September 2006
• Budgeting for consumer electronics, by age
  • Figure 30: Buying habits for consumer electronic products, by age, September 2006
  • Figure 31: Graph: Buying habits for consumer electronic products, by age, September 2006
• Technological savvy, by age
  • Figure 32: Buying habits for consumer electronic products, by age, September 2006
• New and High-End Platforms
• Introduction
  • Figure 33: Graph: Intent to purchase new tech, by age, September 2006
• HD-DVD/Blu-ray disc
  • Figure 34: Familiarity with HD-DVD or Blu-ray disc player, by age, September 2006
• DVD-Audio/SACD
  • Figure 35: Familiarity with DVD-Audio or SACD, by age, September 2006
• DVR ownership
  • Figure 36: DVR ownership, by age, January-September 2005
• Flat-screen TVs
  • Figure 37: Familiarity with flat-screen TVs, by age, September 2006
• HDTV ownership
  • Figure 38: HDTV ownership, by age, January-September 2005
• DVD-recorders
  • Figure 39: DVD player and recorder ownership, by age, January-September 2005
• Differences by education
  • Figure 40: DVD player and recorder ownership, among 18-24 year olds, by Education, January-September 2005
• Front-projection televisions
  • Figure 41: Familiarity with front-projection televisions, by age, September 2006
• Satellite radio
  • Figure 42: Familiarity with satellite radio, by age, September 2006
• Findings by educational attainment
  • Figure 43: Satellite radio system ownership and plan to purchase among 18-24 year olds, by educational attainment, January-September 2005
• Differences within the 18-24 year old demographic
• Attitudes Toward Brand
• Conclusions
• Attitudes towards brand
  • Figure 44: Opinions about brand, by age, September 2006
  • Figure 45: Graph: Opinions about brand, by age, September 2006
  • Figure 46: Attitudes toward brand, by gender, January-September 2005
• Differences by race/ethnicity
  • Figure 47: Attitudes toward brand among 18-24 year olds, by race/ethnicity, January-September 2005
  • Figure 48: Graph Attitudes toward brand among 18-24 year olds, by race/ethnicity, January-September 2005
• Differences by educational attainment
  • Figure 49: Attitudes toward brand among 18-24 year olds, by educational attainment, January-September 2005
  • Figure 50: Graph: Attitudes toward brand among 18-24 year olds, by educational attainment, January-September 2005
• Shopping for consumer electronics products
  • Figure 51: Buying habits for consumer electronic products, by age, September 2006
  • Figure 52: Graph: Buying habits for consumer electronic products, by age, September 2006
• Convergence
• Introduction
• Conclusions
• Attitudes towards cell phone as game/video/music/radio player
  • Figure 53: Attitudes to cell phone functionality, by age, September 2006
  • Figure 54: Graph: Attitudes to cell phone functionality, by age, September 2006
• Attitudes towards handheld product convergence
  • Figure 55: Attitudes to handheld product convergence, by age, September 2006
  • Figure 56: Graph: Attitudes to handheld product convergence, by age, September 2006
• The PC as a video player
  • Figure 57: Attitudes to the PC as video playback device, by age, September 2006
  • Figure 58: Graph: Attitudes to the PC as video playback device, by age, September 2006
• The PC as stereo equipment
  • Figure 59: Attitudes to the PC for audio playback , by age, September 2006
  • Figure 60: Graph: Attitudes to the PC for audio playback, by age, September 2006
• Differences by gender
• Differences by educational attainment
• Portable Products
• Summary
• Portable consumer electronic ownership
  • Figure 61: Consumer electronics ownership by age, January-September 2005
  • Figure 62: Graph: Consumer electronics ownership by age, January-September 2005
  • Figure 63: Consumer electronics ownership among 18-24 year olds, by race/ethnicity, January-September 2005
  • Figure 64: Consumer electronics ownership among 18-24 year olds, by educational attainment, January-September 2005
• Ownership of still cameras
  • Figure 65: Still camera ownership by type of camera, by age, January-September 2005
• Findings by education
  • Figure 66: Type of still camera owned, among 18-24 year olds, by education, January-September 2005
• The Mobile Phone
• Introduction
• Conclusions
• Types of cell-phones owned
  • Figure 67: Cell phone type owned, by age, September 2006
  • Figure 68: Cell phone types owned among 18-24 year olds, by educational attainment, September 2006
• Simmons findings
  • Figure 69: Cellular or wireless phone ownership among 18-24 year olds, by student status, January 2005-September 2005
• Cell phone services and functions
  • Figure 70: Cellular or wireless phone services, all adults, by age, January-September 2005
  • Figure 71: Graph: Cellular or wireless phone services, all adults, by age, January-September 2005
  • Figure 72: Cellular or wireless phone options among 18-24 year olds, by gender, January-September 2005
  • Figure 73: Cellular or wireless phone options among 18-24 year olds, by race/ethnicity,
  • Figure 74: Cellular or wireless phone options among 18-24 year olds, by educational attainment, January-September 2005
• Living Room, Bedroom, and Car
• Conclusions
• Auto aftermarket equipment, by age
  • Figure 75: Entertainment, navigation or security-type modifications made to a vehicle in past two years, by age, July 2006
  • Figure 76: Graph: Entertainment, navigation or security-type modifications made to a vehicle in past two years, by age, July 2006
• Stereo equipment, by age
  • Figure 77: Stereo equipment owned, by age, September 2006
• Findings by educational attainment
• Television placement
  • Figure 78: Television ownership and location, by age, September 2006
  • Figure 79: Television ownership and location among 18-24 year olds, by gender, September 2006
  • Figure 80: Television ownership and location among 18-24 year olds, by educational attainment,
• Recent purchase of A/V equipment, by age
  • Figure 81: Purchase of A/V equipment in past 12 months, January-September 2005
• Video game consoles
  • Figure 82: Video game console ownership, by age, January-September 2005
  • Figure 83: Video game console ownership among 18-24 year olds, by gender, January-September 2005
  • Figure 84: Video game console ownership among 18-24 year olds, by education, January-September 2005
  • Figure 85: Video games attached to TV ownership among 18-24 year olds, by race/ethnicity, January-September 2005
• The PC
• Conclusions
• Computer ownership
  • Figure 86: PC ownership, by age, January-September 2005
  • Figure 87: PC ownership among 18-24 year olds, by educational attainment, January-September 2005
  • Figure 88: PC ownership among 18-24 year olds, by race/ethnicity, January-September 2005
• Intent to purchase a PC
  • Figure 89: Intent to purchase a PC in next 18 months, by age, January-September 2005
  • Figure 90: Intent to purchase a PC in next 18 months among 18-24 year olds, by Race/ethnicity, January-September 2005
• Weekly computer usage
  • Figure 91: Hours spent on PC at home, by age, January-September 2005
• Internet usage
  • Figure 92: Internet usage, by age, January-September 2005
• Findings by education
  • Figure 93: Internet usage among 18-24 year olds, by education, January-September 2005
  • Figure 94: Internet usage among 18-24 year olds, by race, January-September 2005
• Online activity, by age
  • Figure 95: Online/Internet activities, January-September 2005
  • Figure 96: Online/Internet activities among 18-24 year olds, by gender, January-September 2005
  • Figure 97: Online/Internet activities among 18-24 year olds, by race/ethnicity, January-September 2005
  • Figure 98: Online/Internet activities among 18-24 year olds, by student status, January-September 2005
• Attitudes toward the Internet
  • Figure 99: Attitudes toward Internet usage by age, January-September 2005
  • Figure 100: Attitudes toward Internet usage among 18-24 year olds, by race/ethnicity, January-September 2005
  • Figure 101: Attitudes toward Internet usage among 18-24 year olds, by student status, January-September 2005
• Appendix: Trade Associations