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Lifestyles of Multicultural Young Adults - US - November 2017

Published By :

Mintel

Published Date : Nov 2017

Category :

Lifestyle

No. of Pages : N/A

Young adults ages 18-34 make up close to a quarter of the US population. From a demographic perspective, they are noticeably more diverse than older generations and will continue to become even more so in the years ahead. In this Report, Mintel provides an in-depth understanding of how this group lives, including where they reside, whom they spend their time with, their activities, and their values. Courting this open-minded, tech-savvy audience will be critical for marketers future success, as this influential group forms brand loyalties, but it may not be easy: This generation differs in many ways from the ones that precede it.

Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
Figure 1: Share of population by total and 18-34s, by race/Hispanic origin, 2017-22
The insights
Divisions still persist
Figure 2: Key economic statistics, by race/Hispanic origin, 2015 and 2016
Hopeful and optimistic
Figure 3: Attitudes toward positivity and, by race/Hispanic origin, July 2017
Open-minded and diverse
Figure 4: Attitudes toward different cultures, by race/Hispanic origin, July 2017
The opportunities
Tap into their social networks
Figure 5: Activities and community/family ties, by race/Hispanic origin, July 2017
Address the anxiety felt by White young adults
Figure 6: Comparison to parents and being in touch with roots, by race/Hispanic origin, July 2017
Use the web to connect particularly with Asians
Figure 7: Online activities Tasks/functional, by race/Hispanic origin, July 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
A growing and diverse group
Significant differences in household incomes
18-24-year-old Asians lead in education
Fewer young adults live with a spouse
MULTICULTURAL YOUNG ADULTS BY THE NUMBERS
Modest growth expected for 18-34s over the next five years
Figure 8: Population of 18-34s and share of total, 2017-22
An increasingly diverse population
Figure 9: Share of population by total and 18-34s, by race/Hispanic origin, 2017-22
Hispanics have the youngest population
Figure 10: Share of 18-34 population among race/Hispanic origin populations, 2017-22
MULTICULTURAL MARKET FACTORS
Large households for Hispanics, Asians
Figure 11: Average number of people per household, by race/Hispanic origin, 2016
Blacks, Hispanics lag in median household income
Figure 12: Median household income, by race/Hispanic origin of householder, 2015
Figure 13: Household income distribution, by race/Hispanic origin of householder, 2015
Whites continue to have the most buying power
Figure 14: Buying power by race/Hispanic origin, 2016
Figure 15: Projected change in buying power, by race/Hispanic origin, 2010-16 and 2016-21
MULTICULTURAL YOUNG ADULT CHARACTERISTICS
Asians lead in educational attainment
Figure 16: Educational attainment, by race/Hispanic origin and by ages 18-34, 2016
More limited opportunities for Black young adults
Figure 17: Labor force participation of people aged 16 or older, by race/Hispanic origin and by ages 18-34, 2016
Figure 18: Unemployed share of the labor force among people aged 16 or older, by race/Hispanic origin and by ages 18-34, 2016
Asians marry later, Blacks less likely to marry at all
Figure 19: Rates of first marriage among people aged 15 or older, by race/Hispanic origin and by ages 15-34, 2012
Figure 20: Birth rates among women aged 15 or older, by race/Hispanic origin and by ages 15-34, 2012
Living with a spouse less common for todays young adults
Figure 21: Living arrangements among adults aged 18 to 34: 1975 and 2016
KEY TRENDS WHAT YOU NEED TO KNOW
Echo multicultural young adults diverse experiences
Make sure to get it right, understand the nuances
Its all about content
WHAT WERE SEEING
Looking at it from different angles
Figure 22: Latin Food Feud ad, Coke, May 2017
Figure 23: 2018 Toyota Camry: Thrill ad, September 2017
Everything can become political
WHAT WE RECOMMEND
Being sensitive to tone is essential
Be cautious with language and cultural touchstones
WHATS NEXT
Customized content
Embrace the player and the game
THE CONSUMER WHAT YOU NEED TO KNOW
Inequities remain between groups
A diverse reality
A highly digital group
Changing goals
LIFESTYLES WHAT YOU NEED TO KNOW
Many young adults still live at home
Asians achieve academically
Diverse experiences dominate
Young adults focus on screens
LIFESTYLES HOW THEY LIVE
Younger, single people most likely to live at home
Figure 24: Living situation Who and where, by race/Hispanic origin, July 2017
More than half of young Black men live with family
Figure 25: Living situation Family vs rental home/apartment, by race/Hispanic origin and gender, July 2017
Non-Hispanic Whites get more financial help, Asians provide more
Figure 26: Financial status of 25-34s, by race/Hispanic origin, July 2017
Asians more likely to have graduated college
Figure 27: Student status and educational attainment, by race/Hispanic origin, July 2017
Hispanics, Blacks most likely to go to college part-time
Figure 28: Student status, by race/Hispanic origin and age, July 2017
LIFESTYLES WHO THEY SPEND TIME WITH
A diverse mix of backgrounds and views
Figure 29: Whom you spend time with at home and out of home, July 2017
Other young adults have the most diverse influences
Figure 30: Whom you spend time with at home Diversity items, by race/Hispanic origin, July 2017
Diversity out of home increases with age, except for Asians
Figure 31: Whom you spend time with out of home Diversity items, by race/Hispanic origin and age, July 2017
Workplace drives diversity
Figure 32: Who you spend time with Diverse cultural backgrounds, by race/Hispanic origin, July 2017
LIFESTYLES HOW THEY SPEND THEIR TIME
Screens and the web dominate
Figure 33: At-home activities, July 2017
Non-Hispanic Whites less engaged with screens
Figure 34: At-home activities Media/screens, by race/Hispanic origin, July 2017
Figure 35: At-home activities Media/screens, by White/Hispanic origin and age, July 2017
Non-Hispanic Whites more engaged in offline activities
Figure 36: At-home activities Offline, by race/Hispanic origin, July 2017
Figure 37: At-home activities Offline, by White/Hispanic origin and age, July 2017
Hanging out more of interest than partying
Figure 38: Out-of-home activities, July 2017
Non-Hispanic Whites are more social, Blacks more spiritual
Figure 39: Out-of-home activities Social items, by race/Hispanic origin, July 2017
Figure 40: Out-of-home activities Active items, by race/Hispanic origin, July 2017
Figure 41: Out-of-home activities Other items, by race/Hispanic origin, July 2017
MEDIA USAGE WHAT YOU NEED TO KNOW
High levels of smartphone ownership
Young adults rely on the web for entertainment
Social a key part of their lives
Whites very likely to skip ads
MEDIA USAGE DEVICES
A wired and highly mobile group
Figure 42: Devices used to access the internet, July 2017
Non-Hispanic Whites lag in smartwatch and tablet usage
Figure 43: Devices used to access the internet Mobile and computers, by race/Hispanic origin, July 2017
Blacks favor gaming console usage
Figure 44: Devices used to access the internet Home hardware, by race/Hispanic origin, July 2017
MEDIA USAGE ONLINE ACTIVITIES
Entertainment applications most popular
Figure 45: Online activities, July 2017
Gaming an important way to reach Black audiences
Figure 46: Online activities Entertainment, by race/Hispanic origin and age, July 2017
Asians rely heavily on the web
Figure 47: Online activities Tasks/functional, by race/Hispanic origin and age, July 2017
Daily social media use is nearly universal for all
Figure 48: Any daily social media site use, by race/Hispanic origin, July 2017
Blacks most likely to use Twitter
Figure 49: Social media sites used daily, race/Hispanic origin indexed to average, July 2017
MEDIA USAGE ATTITUDES
Internet is main form of entertainment
Figure 50: Attitudes toward content, July 2017
Asians most engaged in online entertainment while Whites lag
Figure 51: Attitudes toward content Internet attitudes, by race/Hispanic origin, July 2017
Combining different types of media
Figure 52: Attitudes toward content Select attitudes, by age, July 2017
Non-Hispanic Whites most likely to skip ads
Figure 53: Ad engagement, by race/Hispanic origin, July 2017
Online, TV advertising viewed similarly
Figure 54: Attitudes toward online video and TV ads, by race/Hispanic origin, July 2017
FAMILY AND VALUES WHAT YOU NEED TO KNOW
Goals shift over time
Different from mom and dad
FAMILY AND VALUES PERSONAL GOALS AND PERCEPTIONS
Self-improvement highly valued, along with travel
Figure 55: Goals for the next three years, July 2017
Travel still highly valued even by those ages 30-34
Figure 56: Goals for the next three years Select personal goals, by age, July 2017
Careers come into focus in the mid-20s
Figure 57: Goals for the next three years Select professional goals, by age, July 2017
Black and other young adults more interested in owning a business
Figure 58: Goals for the next three years Select professional goals, race/Hispanic origin, July 2017
Other young adults are secure in their identity
Figure 59: Self-perceptions, race/Hispanic origin indexed to average, July 2017
FAMILY AND VALUES COMPARISON TO PARENTS
A life that is better than their parents for many, not all
Figure 60: Comparing self to parents at the same age, July 2017
First-generation young adults feel most positive
Figure 61: Comparing self to parents at the same age Select items, by parents nativity, July 2017
Asians more likely to feel better off
Figure 62: Comparing self to parents at the same age Select situational items, by race/Hispanic origin, July 2017
Non-Hispanic Whites most likely to feel stress
Figure 63: Comparing self to parents at the same age Select negative items, by race/Hispanic origin, July 2017
FAMILY AND VALUES CULTURAL HERITAGE
Family ties are valued, but diversity is stronger
Figure 64: Family values/cultural heritage, July 2017
Asians most likely to maintain family ties
Figure 65: Family values/cultural heritage Family ties items, by race/Hispanic origin, July 2017
Asians, Hispanics value passing on culture
Figure 66: Family values/cultural heritage Teaching children items, by race/Hispanic origin, July 2017
Honesty, responsibility highly valued by parents
Figure 67: Most important values to instill in children, race/Hispanic origin indexed to average, July 2017
Blacks very interested in religious services
Figure 68: Family values/cultural heritage Other items, by race/Hispanic origin, July 2017
CULTURAL CONNECTION WHAT YOU NEED TO KNOW
Not exclusively American now the norm
Food plays a critical role
High levels of openness to other cultures
CULTURAL CONNECTION DOMINANT CULTURE
Most identify as other than exclusively American
Figure 69: Dominant culture, by race (non-Hispanic)/Hispanic origin, July 2017
Parents more likely to identify with heritage culture
Figure 70: Dominant culture among parents Non-American mainstream, by race (non-Hispanic)/Hispanic origin, July 2017
Asians interested in returning home, non-Hispanic Whites in living abroad
Figure 71: Future residency plans, by race/Hispanic origin, July 2017
CULTURAL CONNECTION FOOD AND HOLIDAYS
Food an important channel to culture
Figure 72: Food and holidays, July 2017
Asians less likely than Hispanics to connect through food
Figure 73: Food and holidays Food items, by race/Hispanic origin, July 2017
Alternate holidays of less interest to Blacks, non-Hispanic Whites
Figure 74: Food and holidays Culture items, by race/Hispanic origin, July 2017
CULTURAL CONNECTION IDENTITY
Parents may be proud of them, but are still different
Figure 75: Attitudes toward identity Compared to parents, by race/Hispanic origin, July 2017
Asians look to assimilate
Figure 76: Attitudes toward identity Belonging, by race/Hispanic origin, July 2017
Diverging levels of financial satisfaction
Figure 77: Attitudes toward identity Positivity, by race/Hispanic origin, July 2017
Open attitudes prevail, but non-Hispanic Whites express insecurity
Figure 78: Attitudes toward identity Cultural differences, by race/Hispanic origin, July 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Terms
APPENDIX THE MARKET
Figure 79: Key economic statistics, by race/Hispanic origin, 2015 and 2016
Figure 80: Population by age, 2012-22
Figure 81: Population by race/Hispanic origin, 2012-22
Figure 82: White population by age, 2012-22
Figure 83: Black population by age, 2012-22
Figure 84: Asian population by age, 2012-22
Figure 85: Hispanic population by age, 2012-22
Figure 86: Labor force status of people aged 16 or older, annual averages, by age, 2016
Figure 87: Labor force participation rate of people aged 16 or older, annual averages, by race/Hispanic origin, 2006-16
Figure 88: Labor force status of Whites aged 16 or older, annual averages, by age, 2016
Figure 89: Labor force status of Blacks aged 16 or older, annual averages, by age, 2016
Figure 90: Labor force status of Asians aged 16 or older, annual averages, by age, 2016
Figure 91: Labor force status of Hispanics aged 16 or older, annual averages, by age, 2016

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