Understanding and communicating with Australia's young adults
Date
2006
Authors
Arthur, D.
Sherman, C.
Appel, D.
Editors
Cardoso, P.
Gaio, S.
Seoane, J.
Gaio, S.
Seoane, J.
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Book chapter
Citation
Jovens, Marcas E Estilos de Vida, 2006 / Cardoso, P., Gaio, S., Seoane, J. (ed./s), pp.47-59
Statement of Responsibility
Conference Name
Abstract
This paper provides the reader with an understanding of the defining characteristics of Australia’s young adult market, and proposes an outline for successfully communicating with Australia’s young adults. Part 1 outlines the major findings of the 2005 Lifelounge Urban Market Report to provide the reader with an understanding of what the Australian young adult market values. The Lifelounge Urban Market Report encapsulates the behaviours and attitudes of Australia’s 16-29 year olds who reside in Australia’s major cities based on a qualitative and quantitative research study. Part 2 of this paper proposes a method for marketers to utilise this knowledge and successfully communicate with Australia’s young adults.