Christian youth in America: "Companies don't talk to us — but they should" study illustrates key findings on new demographic


21 December 2005

CHICAGO — A new study by leading global market research firm Synovate found that Christian youth don't believe that mainstream brands consider them at all when determining their marketing and advertising messages – and 57% of youth think they should.

The study, conducted with over 800 youth around the country – an equal mix of practicing Christians and mainstream youth – identified key attitudes and behaviors among those who call themselves Christians but are less religious, i.e., "Holiday Christians" versus less traditional Christians, deemed "Liberal Christians," and a new, much more conservative and church–going demographic coined "Christian X."

Christian X are those youth, aged 15-24, who attend church at least once per week, listen to their elders, focus on achieving their goals and are comfortable talking to God. They're much less likely to curse, have sex or date outside their religion – and they provide a distinct new opportunity for companies who aren't yet paying attention to this market.

"The Census Bureau tracks religion for adults but there was no information readily available about Christian youth, a distinct group with increasing spending power," said Ian Pierpoint, head of Synovate's youth division. "Currently, this is an untapped market but companies are eventually going to need to start paying attention to them. Christian youth are consumers too."

An estimated 45% of American youth consider themselves to be Christian.

The study found that even though the Christian X group spends much more money than mainstream youth on live concerts and travel, likely due to Christian rock festivals held across the country, they are still the least likely of all other youth to be targeted by companies. This is significant because it is rare to find a group with very specific attitudes and behaviors who aren't being actively marketed to.

Despite vast differences in their belief system, Christian X still desire to be an active part of mainstream culture, evident by where they shop for clothing the magazines they read, and their acceptance of "virtual violence." Eighty one percent of them report playing mainstream video and computer games but indicated that they are confident that they will never imitate what they see on screen.

Some savvy smaller companies have begun capitalizing on this unique segment but larger mainstream companies have yet to follow suit. When asked, Christian X struggled to think of examples of large companies that already market to them. Instead, they determined that brands with positive messages – those that are connected with healthy food and safe or responsible products – were for Christians.

Christian youth said that they believe that mainstream brands are not "brave" enough to market to Christians because they fear alienating their other customers.

Among the study's other findings:

For a copy of the full study on Christian youth in America, or for more information on this emerging demographic, please contact Ian Pierpoint at +1 604.616.1801.


Contact(s) for this press release


Jennifer Chhatlani
Global Marketing Director

222 South Riverside Plaza
Chicago, IL 60606-5809
USA

Tel: +1 312 526 4359
Fax: +1 312 526 4507
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About Synovate

Synovate generates insights to help clients drive competitive brand, product and customer experience strategies. Now part of Ipsos, with offices in over 80 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.

For more information on Synovate visit www.synovate.com.