Sport, Gesundheit und Fitness waren schon immer Attribute der Jugend. Dies bestätigt einmal mehr die jüngst erschienene 15. „Timescout“-Jugendstudie , in der 1.200 junge Deutsche zu den bedeutendsten Jugendszenen befragt wurden. 24 Prozent der Befragten fühlen sich der Fitnessbewegung angehörig, wobei mit 27 Prozent der Anteil der Männer größer ist, als der der Frauen (21 Prozent). Die Fitness-Szene hat sich in den vergangenen Jahren als die größte Lebensstilgruppe der Jugendlichen etabliert. Mit nahezu 30 Prozent stellen junge Erwachsene zwischen 20 und 30 Jahren den größten Teil ihrer Anhängerschaft dar.
Jugendliche unter 20 Jahren fühlen sich nach wie vor vermehrt der Hip-Hop-Szene angehörig. Zwar ist die Zahl der Anhänger leicht rückläufig, dennoch zählen sich noch immer 18 Prozent der Jugendlichen dazu. In der Kategorie der Musikstile hat sich House in nur zwei Jahren zur beliebtesten Musikrichtung der Jugendlichen entwickelt. Dies spiegelt sich auch in der dazugehörigen Jugendszene wider, der sich bereits 20 Prozent der Befragten zugehörig fühlen. Im Jahr 2005 waren dies noch weniger als die Hälfte. Auch Techno konnte sich bei mehr als 15 Prozent der Befragten als populäre Musikszene behaupten.
Für das Jugendmarketing sind diese Trends von wesentlicher Bedeutung. Sie zeigen auf, mit welchen Attributen sich Marken oder Produkte versehen lassen, um in der Jungen Zielgruppe zu punkten.
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