"We don’t target everyone. No time remains for going after everything and the kitchen sink. Although we are open to all, The Flow Online mostly caters to the “Tastemakers” and “Game Changers”. These are the people that set trends that the rest are sure to follow.” 
--Roger Hooks, Jr., Co Founder

"Don't talk about it, be about it. If you want to succeed, The Flow Online has all the tools you need to do so. No more excuses." --Matthew Shack, Jr., Co Founder

The Flow Online specifically targets a new brand of consumer and accounting for 19.6 million of the highly coveted 12-34-year-old demographic, the “urban hustler” is responsible for nearly one-third of spending across critical influencer categories. It is an emerging and powerful consumer market,” particularly in the entertainment, fashion and technology categories.

As much a mindset as a geographical designation, Urban Hustler refers to those "closely connected to hip-hop, ethnically diverse with aspirations to succeed and a shared set of passions".

  • Other key Market Attributes
  • Numbering 19.6 million, the Urban Hustler consumer segment comprises just over one-fifth (21%) of consumers between the ages of 12-34.
  • $90 billion in annual discretionary spending across critical consumer categories including entertainment, technology, and fashion.
  • $90 billion constitutes nearly one-third of all discretionary spending across the 12-34 age group.
  • Urban Hustlers are spending, over $100 more than the non-urban population monthly; their overall discretionary spending reaches $383 per month.
  • Spending 45% more on clothing, accessories and shoes than non-urban consumers each month.
  • One-fifth of the $90 billion spent goes toward clothing, shoes and accessories, with annual numbers totaling $17.4 billion.
  • They spend 2.5 times more each month on sneakers than non-urban consumers: close to $6 billion per year on the latest “kicks.”
  • Two-thirds of Urban Hustlers spend at least some money on fashion items like clothing and accessories monthly.
  • 40% - vs. 17% of non-urban consumers - spend on sneakers each month.
  • 54% own a laptop, higher than the overall market. In addition, Urban Hustlers are more likely than non-urban consumer to use cell phones frequently.
  • They spend close to $9 billion yearly, or one-tenth of their total annual spending, on recreational activities.
  • Though personalities like Jennifer Lopez, Oprah Winfrey and Jay Z top their list most (22%) aspire to be like Bill Gates, who easily beat out P Diddy (6%).
  • Nearly four in ten (39%) live in suburban areas and a similar amount (39%) are white.
  • They moreover believe in their own influence - 73% characterize themselves as someone their friends seek out for advice on the latest trends.

These are the results of a survey conducted online within the United States by Harris Interactive on behalf of Alloy Access


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