Generation X: The Young Adult Market

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9781885070098: Generation X: The Young Adult Market

Here are the latest demographics of a small but crucial market that is at the prime age for marrying, having children, and setting up new households--lifestage events that make them leading markets for many products and services. The author, a generational authority, presents the latest data on the demographics, spending patterns, and attitudes of the young adult market. You will benefit from her in-depth analysis of the trends and changes reflected in the data, which are made even clearer by her calculations of percent change and percent distributions.

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From the Publisher:

The federal government's detailed demographic data, once widely available to all in printed reports, are now accessible only on web sites, where the data you want are buried in enormous spreadsheets, or by calling the appropriate government agency with a specific request. New Strategist's books make the job easy for researchers. While most of the data in Generation X: The Young Adult Market were produced by the government, the tables published in the book are not line-by-line reprints of the government's tabulations. Each table was individually compiled and created by the author, with calculations performed by her to reveal the trends. Each table tells a story about young Americans, a story explained by the accompanying text, which analyzes the data and highlights future trends. This book is part of the American Generations Series, which includes Wise Up to Teens, The Mid-Youth Market: Baby Boomers in Their Peak Earning and Spending Years, and Americans 55 and Older: A Changing Market.

From Library Journal:

Market research is not an easy task in the Internet age?or so say these three books on demographic trends, which are designed to remedy the situation by bringing some order to the chaos of government web sites and enormous spreadsheets accessible only to number crunchers. In identical format, arranged alphabetically, they provide data on education, health, income, labor force, living arrangements, population, spending, and wealth for the general population, for women, and for young adults. Quick and easy access is the goal, with user-friendly tables presenting data collected mostly by the federal government, in particular the Census Bureau, the Bureau of Labor Statistics, the National Center for Education Statistics, and the National Center for Health Statistics. Some historical data are available, and some percentages and percentage-change data are included. Summaries accompanying the tables deal with trends, lifestyles, and attitudes of interest to market researchers. Table sources are provided, and a glossary explains key terms. On the negative side, there are no graphs, illustrations, appendixes, or bibliographies. Interpretation of the data is clear but minimal, averaging about a half page per table. There are no forecasts and little variety in data treatment or format. Tables do not target specific areas, even states or regions, or provide in-depth statistical analysis. Finally, the data are all available elsewhere, mostly for free on the Internet, although the summaries are not. To sum up, these books offer easy access to demographic data for the United States as a whole. As such, they are too broad for research collections but might be useful for students writing reports or business patrons wanting a synthesis of recent demographic, social, and market trends. For public and academic libraries where demand justifies the cost.?Sylvia Andrews, Indiana State Lib., Indianapolis
Copyright 1997 Reed Business Information, Inc.

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