Urban Market

Urban is NOT…

• Exclusively Hip Hop
• A Street Lifestyle
• Solely Male

Urban is…

• A Mindset
• A Result of mixed influences
• Cross of Jay Z, Tego Calderon, Daddy Yankee & Shakira
• Urban is popular culture
• Drives the youth market

Yankelovich

“A group of trendsetters that help drive the crossover influence

of urban dwelling minority groups’ (African American, Hispanic

and Asian) culture into the mainstream”

Urban IQ

“A group of 12-34 year olds who exhibit an urban mind-set

(attitudinal or psycho graphic force behind trends that arise in

inner-city areas and have an influence in the broader marketplace)”