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Lifestyles of Young Adults - UK - November 2013

Published By :

Mintel

Published Date : Nov 2013

Category :

Lifestyle

No. of Pages : 144 Pages


The internet has become the main hub of activity for today’s young adults, as over half now prefer to watch TV programmes online, rather than on the TV set. Brands would benefit from heeding this trend and adjusting their marketing mix to incorporate online sources and social media.
Table of Content

Introduction
Definitions
Methodology
Abbreviations

Executive Summary
Six in 10 young people live at home with parents
Figure 1: Current living situation, September 2013
Over nine in 10 young adults rely on the bank of mum and dad
Figure 2: What parents do to help their adult children, September 2013
Over six in 10 young people cook for themselves more often since leaving family home
Figure 3: Lifestyle changes since leaving family home, September 2013
Internet is becoming the default channel for shopping, entertainment and communication
Figure 4: Activities done online and offline, September 2013
What we think

Issues in the Market
Are young adults keen to move out of their parents\' home?
Does the bank of mum and dad close once adult children leave home?
What impact does independent living have on lifestyles of young people?
How are young people using social media to communicate with brands?

Trend Application
Trend: Life Hacking
Trend: Help Me Help Myself
Mintel Futures: Generation Next

Market Drivers
Key points
Trends in the age structure of the UK population
Figure 5: Trends in the age structure of the UK population, 2008-18
Higher education statistics
Figure 6: Trends in the number of higher education students (first degree), by level of study, 2007/08-2011/12
Destinations of higher education leavers
Figure 7: Destinations of higher education leavers in the UK six months after graduation, by activity and level of qualification obtained, 2011/12
Trends in the number of NEETs
Figure 8: Trends in number of people aged 16-24 who are not in education, employment or training, UK, April 2011-June 2013
Employment status and highest level of education achieved
Figure 9: Working status and highest education level achieved, September 2013
74% increase in number of part-time students with full-time jobs
Figure 10: Working status, by highest education level achieved, September 2012 and September 2013

Current Living Situation
Key points
The majority of young adults live with their parents
Figure 11: Current living situation, September 2013
Young women more likely to live at home
Figure 12: Current living situation, by gender and age, September 2013
High youth unemployment prevents the young from flying the nest
Figure 13: Current living situation, by working status, September 2013
Impact of benefit changes on under-25s

Reliance on the Bank of Mum and Dad
Key points
Parents chipping in to financially help their offspring
Figure 14: What parents do to help their adult children, September 2013
Living situation determines level of parental support
Figure 15: What parents do to help their adult children, by current living situation, September 2013
Less than one in 10 parents don’t support their adult children in any way
Figure 16: Number of things parents do to help their adult children, September 2013
Women in all age groups count on more support compared with men
Figure 17: Number of things parents do to help their adult children, by gender and age, September 2013

Changes in Spending Habits
Key points
Nearly half of young adults are saving more compared with previous year
Figure 18: Changes in spending habits compared with a year ago, September 2013
Young adults show more optimism about their finances
Figure 19: Current financial situation compared with a year ago, by age, September 2013
Young people living with their parents more likely to spend on their looks
Figure 20: Changes in spending habits compared with a year ago, by current living situation, September 2013
A third of young adults have increased spending on three or more categories
Figure 21: Number of categories where young adults are spending more and less compared with a year ago, September 2013

Lifestyle Changes since Leaving Family Home
Key points
Over six in 10 young people cook/bake more since leaving family home
Figure 22: Lifestyle changes since leaving family home, September 2013
Young adults are shunning the TV set
Women’s physical activity levels lag behind those of men
Figure 23: Lifestyle changes since leaving family home, by gender, September 2013
Living with partner has an impact on lifestyle of young adults
Figure 24: Lifestyle changes since leaving family home, by current living situation, September 2013

Changes in Shopping Habits since Leaving Family Home
Key points
Young people develop savvy shopping habits living away from family
Figure 25: Changes in shopping habits since moving out of family home, September 2013
Young women pay more attention to product ingredients after moving from family home
Figure 26: Changes in shopping habits since moving out of family home (‘More’ responses are shown), by gender, September 2013
Women aged 22-24 most likely to adjust their shopping habits after leaving home
Figure 27: Number of changes in shopping habits since moving out of family home (‘More’ responses are included), by gender and age, September 2013
Nearly six in 10 couples living together save more money
Figure 28: Changes in shopping habits since moving out of family home, by current living situation, September 2013
Lack of NPD with convenience claims in household and health categories
Figure 29: Proportion of all UK product launches with convenience claims, by product category, in the 12 months to October 2013

Online Versus Offline Activities
Key points
Internet offers speedy answers and solutions
Figure 30: Activities done online and offline, September 2013
Online activity rises with age
Figure 31: Selected activities done online, by age, September 2013
Six in 10 young men prefer watching TV online
Figure 32: Watching TV programmes online and offline, by gender and age, September 2013
The wireless generation
Figure 33: Number of activities done online and offline, September 2013
In-person interactions with friends are prioritised after moving out of family home
Figure 34: Activities done online and offline, by current living situation, September 2013
Nearly a third use social networks to find a job
Figure 35: Activities done on social networking sites in the past three months, September 2013
Females’ savvy shopping tendencies manifest themselves on social media
Figure 36: Activities done on social networking sites in the past three months, by gender, September 2013

Attitudes towards Finances and Future Plans
Key points
Full-time students most likely to value university education
Figure 37: Attitudes towards finances, job prospects and future plans, September 2013
Adjusting to the new normal
Figure 38: Attitudes towards finances, by gender and age, September 2013
Parents lending a helping hand
Figure 39: Attitudes towards financial and other help from parents, September 2013

Appendix – Demographics of Young Adults
Figure 40: Demographic overview, September 2013
Figure 41: Demographic overview, September 2013 (continued)
Figure 42: Demographic overview, September 2013 (continued)
Figure 43: Demographic overview, September 2013 (continued)
Figure 44: Demographic overview, September 2013 (continued)
Figure 45: Demographic overview, September 2013 (continued)

Appendix – Current Living Situation
Figure 46: Current living situation, by demographics, September 2013
Figure 47: Attitudes towards finances, job prospects and future plans, by current living situation, September 2013
Figure 48: Attitudes towards finances, job prospects and future plans, by current living situation, September 2013

Appendix – Reliance on the Bank of Mum and Dad
Figure 49: Most popular what parents do to help their adult children, by demographics, September 2013
Figure 50: Next most popular what parents do to help their adult children, by demographics, September 2013
Figure 51: Other what parents do to help their adult children, by demographics, September 2013
Figure 52: Changes in spending habits compared to a year ago, by most popular what parents do to help their adult children, September 2013
Figure 53: Changes in spending habits compared to a year ago, by next most popular what parents do to help their adult children, September 2013
Figure 54: Changes in spending habits compared to a year ago, by most popular what parents do to help their adult children, September 2013
Figure 55: Changes in spending habits compared to a year ago, by next most popular what parents do to help their adult children, September 2013
Figure 56: Changes in spending habits compared to a year ago, by most popular what parents do to help their adult children, September 2013
Figure 57: Changes in spending habits compared to a year ago, by next most popular what parents do to help their adult children, September 2013
Figure 58: Changes in shopping habits since moving out of family home, by what parents do to help their adult children, September 2013
Figure 59: Attitudes towards finances, job prospects and future plans, by most popular what parents do to help their adult children, September 2013
Figure 60: Attitudes towards finances, job prospects and future plans, by next most popular what parents do to help their adult children, September 2013
Figure 61: Attitudes towards finances, job prospects and future plans, by what parents do to help their adult children, September 2013

Appendix – Changes in Spending Habits
Figure 62: Changes in spending habits compared to a year ago – Saving money, by demographics, September 2013
Figure 63: Changes in spending habits compared to a year ago – Going out^, by demographics, September 2013
Figure 64: Changes in spending habits compared to a year ago – Groceries, by demographics, September 2013
Figure 65: Changes in spending habits compared to a year ago – Clothes, shoes, accessories, by demographics, September 2013
Figure 66: Changes in spending habits compared to a year ago – Rent/mortgage/bills, by demographics, September 2013
Figure 67: Changes in spending habits compared to a year ago – My mobile phone, by demographics, September 2013
Figure 68: Changes in spending habits compared to a year ago – Studies, by demographics, September 2013
Figure 69: Changes in spending habits compared to a year ago – My car^^, by demographics, September 2013
Figure 70: Changes in spending habits compared to a year ago – Paying off debt, by demographics, September 2013
Figure 71: Changes in spending habits compared to a year ago – Music/DVDs/games, by demographics, September 2013

Appendix – Lifestyle Changes Since Leaving Family Home
Figure 72: Lifestyle changes since leaving family home – Cooking/baking, by demographics, September 2013
Figure 73: Lifestyle changes since leaving family home – Socialising outside of the home, by demographics, September 2013
Figure 74: Lifestyle changes since leaving family home – Going out^, by demographics, September 2013
Figure 75: Lifestyle changes since leaving family home – Eating out, by demographics, September 2013
Figure 76: Lifestyle changes since leaving family home – Exercising, by demographics, September 2013
Figure 77: Lifestyle changes since leaving family home – Spending time online, by demographics, September 2013
Figure 78: Lifestyle changes since leaving family home – Spending on treats for myself, by demographics, September 2013
Figure 79: Lifestyle changes since leaving family home – Studying, by demographics, September 2013
Figure 80: Lifestyle changes since leaving family home – Reading books, by demographics, September 2013
Figure 81: Lifestyle changes since leaving family home – Watching TV, by demographics, September 2013

Appendix – Changes in Shopping Habits since Leaving Family Home
Figure 82: Changes in shopping habits since moving out of family home – Planning my grocery shopping, by demographics, September 2013
Figure 83: Changes in shopping habits since moving out of family home – Budgeting carefully, by demographics, September 2013
Figure 84: Changes in shopping habits since moving out of family home – Saving money, by demographics, September 2013
Figure 85: Changes in shopping habits since moving out of family home – Buying things that will last, by demographics, September 2013
Figure 86: Changes in shopping habits since moving out of family home – Paying attention to ingredients in products, by demographics, September 2013
Figure 87: Changes in shopping habits since moving out of family home – Reading online reviews before buying, by demographics, September 2013
Figure 88: Changes in shopping habits since moving out of family home – Buying things that make my life easier/convenient, by demographics, September 2013
Figure 89: Changes in shopping habits since moving out of family home – Making impulse purchases, by demographics, September 2013
Figure 90: Changes in shopping habits since moving out of family home – Seeking out opinions from friends before buying, by demographics, September 2013

Appendix – Online Versus Offline Activities
Figure 91: Activities done online and offline – Research products I’d like to buy, by demographics, September 2013
Figure 92: Activities done online and offline – Read news, by demographics, September 2013
Figure 93: Activities done online and offline – Pay bills/manage bank account, by demographics, September 2013
Figure 94: Activities done online and offline – Buy products, by demographics, September 2013
Figure 95: Activities done online and offline – Get advice/recommendations, by demographics, September 2013
Figure 96: Activities done online and offline – Watch TV programmes, by demographics, September 2013
Figure 97: Activities done online and offline – Play games, by demographics, September 2013
Figure 98: Activities done online and offline – Interact with friends, by demographics, September 2013
Figure 99: Activities done online and offline – Interact with family, by demographics, September 2013
Figure 100: Activities done online and offline – Find people to date, by demographics, September 2013
Figure 101: Most popular activities done on social networks in the past three months, by demographics, September 2013
Figure 102: Next most popular activities done on social networks in the past three months, by demographics, September 2013
Figure 103: Other activities done on social networks in the past three months, by demographics, September 2013

Appendix – Attitudes towards Finances and Future Plans
Figure 104: Most popular attitudes towards finances, job prospects and future plans, by demographics, September 2013
Figure 105: Next most popular attitudes towards finances, job prospects and future plans, by demographics, September 2013

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