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David A. Morrison
President
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Report Indicates That Men - Age 25-39 - Should Be Prime Target for Marketers and Retailers

FOR IMMEDIATE RELEASE, September 12, 2006, New York, NY — In its latest consumer-trend study, TWENTYSOMETHING Inc. found that men ages 25-39 are a highly powerful segment of shopping consumers. The study, conducted on behalf of GQ and titled, "Xoomers: the 10-year Rise from Zeros to Heroes," researched differences between the men of Generation X and their predecessors. Identified in the study as Xoomers (pronounced "Zoomers"), Gen X men have shed the slacker identity and are making a significant impact on the retail marketplace. The Xoomers are found to be brand aware savvy shoppers, and, surprisingly, they are heavily inclined toward spending on luxury products. The study reveals Xoomers are:

* Outspending Baby Boomers by 19% - across all product categories
* 15% more likely than Boomers to pay a premium for luxury goods
* 68% more likely than Boomers to increase luxury spending over the next 10 years

"Xoomers, given their unique lifestage and powerful discretionary spending, represent a prime target for a myriad of marketers," says David Morrison, president and founder of TWENTYSOMETHING Inc. "In particular, this  audience's focus on self-indulgence should make them particularly attractive to marketers of luxury goods and services", he adds.

Morrison first used the term "Xoomer" in a magazine article he wrote for Brandweek in 1997. The word was intended to describe a consumer subset that straddled two generations: Xoomers embody the mindset of a younger birthgroup and the more mature lifestyle of an older cohort. The resulting "generational convergence", as defined by Morrison, yields an audience with exceptionally high discretionary spending.

The TWENTYSOMETHING Inc. study finds that Xoomers are more likely than Boomers to pay a premium for:

* Jeans: 89% more
* Dress shoes: 36% more
* Fragrance & grooming: 70% more
* Beer, wine & liquor: 31% more
* Consumer electronics: 51% more
* Leather goods: 30% more
* Men's watches: 50% more
* Home furnishings: 26% more
* Men's jewelry: 41% more
* Tailored clothing: 19% more
* Casual clothing: 37% more
* Travel: 19% more
* Business casual clothing: 39% more
* Automotive: 11% more

The research reveals that Xoomers are nearly three-times more likely than Boomers to want to be first among their peers to discover the latest trends, and almost twice as likely to try new products before others. According to the study, it is Xoomers, not Boomers, who are more apt to shape broad consumer patterns. Xoomers are:

* 80% more likely to buy items that are stylish and reflect their lifestyle
* 59% more likely to try a new product because it is unique and customizable

In contrast, Boomers look for value versus pure impulse buying. TWENTYSOMETHING Inc. found Boomers to be 33% more likely to buy based on durability and 29% more likely to buy based on functionality. The Xoomers study also examines the mindset, purchasing habits and emotional touch points that differentiate Xoomers from Boomers. TWENTYSOMETHING Inc. reports that while Boomers are downsizing their lives, Xoomers have reached their peak earning years, unencumbered by some of the large financial responsibilities immediately facing Boomers -- college tuition for children, retirement funds, and health care. Without these financial obligations and with a more self- focused outlook, Xoomers are 37% more likely than Boomers to spend a majority of discretionary income on themselves.

GQ magazine commissioned TWENTYSOMETHING Inc., an independent marketing research firm in Philadelphia, PA to conduct the recent study. Though commissioned by GQ, the Xoomer survey was conducted anonymously and made no reference to the magazine. A total of 1,204 online surveys were completed between February 27, and March 21, 2006, against mutually exclusive a priori quotas. Respondents, all of whom reside in the continental United States, consisted of Xoomers (25-39 year old men) and Boomers (40-59 year old men).

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TWENTYSOMETHING Inc. is the world's original young adult consultancy. Founded in 1991, the firm has worked with over 40 Fortune 500s including Time Warner, Pepsi-Cola, Apple, Toyota, Kraft, Nokia, Diageo, Citibank, and Procter & Gamble. Additional clients include leading universities, advertising agencies, and government branches. The firm has worked extensively with the University of Pennsylvania which represents its oldest client. Based in Philadelphia, Pennsylvania, TWENTYSOMETHING Inc. maintains a global presence with overseas offices in Mexico City, Seoul, Sydney, and elsewhere.

David A. Morrison is an accomplished strategist, speaker, research consultant, trend analyst, and author. The Washington Post hails him as the "consummate marketing insider". In 1991, he founded TWENTYSOMETHING Inc., the world's first consultancy to focus exclusively on young adults. Morrison has appeared on CBS Evening News as well as NPR and has been quoted in hundreds of international magazines and newspapers including The Wall Street Journal, Newsweek, Time, Nikkei (Japan), U.S. News & World Report, The New York Times, Brandweek, and Advertising Age. Morrison is very much in demand as a consultant and speaker worldwide. David holds an MBA from The Wharton School of the University of Pennsylvania (Market Strategy and Consumer Behavior).