Hip-Hop Youth Influencers

• Posted: Wednesday, May 07, 2008
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• Author: pradhana
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• Filed under: Miscellaneous

Hip-hop culture influences the lifestyle and buying decisions of 37 million young urban consumers in the US, according to Packaged Facts.

These 12 to 34 year-olds were identified as having an urban mindset and live across the country, in cities, suburbs and small towns. More than half, or 57%, of urban youth are white.

These trendsetters are among the first to try new things and spend their income on favorite product brands. Their buying power is estimated to rise to $684 billion in 2012 from $594 billion in 2007, much of which will be spent on luxury items.

"Urban youth shoppers put a high priority on brand loyalty, and brands achieving the greatest success have formed a connection with hip-hop artists," said Tatjana Meerman, publisher of Packaged Facts.

"Significant sales can be attributed to products prominently featured in lyrics and spontaneously embraced by the hip-hop world and that appear to be genuinely used by an artist prior to the relationship," Ms. Meerman added. [eMarketer]

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