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The State of the YAYA
©
Market Fact Book.Compiled by MOJO Ad.Spring 2009.
the facts.
 
table of contents.
all about the YAYA
©
market.
Demographics.............................2
 PopulationEthnicityGeographic SkewsMarital StatusPresence of ChildrenLiving Situation
Education....................................6
 Education AttainmentSchool Enrollment
Careers........................................9
 EmploymentIncomeWork Lifestyle and Attitudes of YAYAs
©
YAYA
©
Attitudes Toward MoneyYAYAs
©
Finding Jobs in a Recession
Media and Technology.............15
 Media Habits and New MediaThe InternetNavigating the InternetSocial NetworkingNewspapers and MagazinesTelevisionRadioOut of Home MediaMobile PhonesVideo Games
Lifestyle and Attitudes.............42
 Traits of Current YAYAs
©
 Social ConcernsPersonalityUse of Electronic DevicesYAYAs
© 
and Their Pets
Marketing to YAYAs
©
..............48
 Advertising and Marketing StrategiesSuccessful Campaigns
 
the facts.
Demographics
Population
Total population of U.S.: 301.6 millionTotal YAYA
©
population: 29.8 million (10% of US)Male YAYA
©
population: 15.4 million (51.6%)Female YAYA
©
population: 14.4 million (48.4%)
- U.S. Census Bureau, Data Set: 2007 American Community Survey
-<http://factnder.census.gov/servlet/STTable?_bm=y&-geo_id=01000US&-qr_name=ACS_2007_1YR_G00_S1501&-ds_name=ACS_2007_1YR_G00_&-_lang=en&-redoLog=false&-format=&-CONTEXT=st>
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