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MARKETING TO YOUNG ADULTS - CANADA - APRIL 2018

Published By :

Mintel

Published Date : Apr 2018

Category :

Lifestyle

No. of Pages : N/A

The young adult demographic is a unique group of consumers who present a potentially long-term benefit for brands. They are transitioning from childhood to adulthood, while planning out their career and life goals. The opportunity for brands is to establish a relationship with these consumers that they can continue as they age and, in many cases, increase their income levels and spending power.

Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Traditional advertising is not reaching as many young adults
Figure 1: Source of new product and service information, TV/radio/print, by age, February 2018
Online advertising is less predictable than traditional channels
Push notifications on mobile devices are risky
Figure 2: Correspondence analysis – Word associations among young adults, February 2018
The opportunities
Young adults are looking for engagement with brands
Figure 3: Appeal of advertising messages, by age, February 2018
Figure 4: Purchase motivator: social media, by age, February 2018
Unique messages that can pique the interest of young adults
Figure 5: Purchase motivators and ad message appeal, by age, February 2018
Leverage online word of mouth
Figure 6: In-person and online word of mouth, by age, February 2018
Figure 7: Social media purchase influences, by age, February 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Young adults are a more diverse age group
Young adults are in a unique life stage
Young adults have a positive outlook on their finances
DEMOGRAPHIC FACTORS
Young adults are a more diverse age group
Figure 8: Race of respondents, by age, February 2018
Figure 9: Sexual orientation of respondents, by age, February 2018
Young adults are in a unique life stage
Figure 10: Living situation, by age, February 2018
Figure 11: Employment status, by age, February 2018
Figure 12: Marital status, by age, February 2018
Figure 13: Parental status, by age, February 2018
Young adults have a positive outlook on their finances
Figure 14: Financial situation, by age, February 2018
KEY PLAYERS – WHAT YOU NEED TO KNOW
Young adults are heavy users of social media
Ad blocking is increasing
Housing costs are a concern for young adults
The potential for augmented reality advertisements
Smart speakers and online streaming means adaptations for ads
WHAT’S WORKING?
Young adults are heavy users of social media
Figure 15: Website/app usage (daily), by age, February 2018
CHALLENGES
Ad blocking is increasing
Housing costs are a concern for young adults
Shift to online streaming services puts pressure on TV
WHAT’S NEXT?
The potential for augmented reality advertisements
Growth of smart speakers means adaptations for ads
THE CONSUMER – WHAT YOU NEED TO KNOW
Young adults are more engaged with online ads
Enjoyable ads and endorsements resonate with young adults
Word of mouth is a key source of information
Push notifications are a risky tactic
TV is still an effective medium for advertising
Discounting is an effective go-to strategy for all ages
ENGAGEMENT WITH ONLINE ADS
Many advertising channels available for marketers
Figure 16: Source of new product and service information, 18-24 vs over-25s, February 2018
18-24s more likely to see ads online than through traditional media
Figure 17: Source of new product and service information: online (net), by age, February 2018
Figure 18: Source of new product and service information: social media, by age, February 2018
Figure 19: Source of new product and service information: TV/radio/print, by age, February 2018
Young adults respond to interaction with brands
Figure 20: Appeal of advertising messages, by age, February 2018
Figure 21: Purchase motivator: social media, by age, February 2018
Figure 22: Advertising behaviour, by age and gender, February 2018
Young adults are more positive about online ads
Figure 23: Ads are “interesting”, by age, February 2018
Figure 24: iPad – Homework – Apple, March 2018
Figure 25: Ads are “useful”, by age, February 2018
ENJOYABLE ADS AND ENDORSEMENTS TARGETING YOUNG ADULTS
Young adults are more responsive to funny/enjoyable ads
Figure 26: Purchase motivator: funny/enjoyable ads, by age, February 2018
Figure 27: The Perfect Fit ft. Chris Pratt – Michelob Ultra, January 2018
Figure 28: Advertising behaviour, by age, February 2018
Figure 29: Finding TV ads annoying, by age and gender, February 2018
Figure 30: Finding online video ads annoying, by age and gender, February 2018
Figure 31: #GuacWorld – Avocados from Mexico, January 2018
Celebrities and age-focused messages are effective with young adults
Figure 32: Effect of celebrity endorsements, by age, February 2018
Figure 33: Appeal of advertising messages, by age, February 2018
Figure 34: Appeal of advertising messages (select), by age, February 2018
Figure 35: Appeal of advertising messages (select), 18-24s by gender, February 2018
Figure 36: Calling all creators – Adidas, December 2017
WORD OF MOUTH IS A KEY SOURCE OF INFORMATION
Word of mouth is more prevalent among young adults
Figure 37: In-person and online word of mouth, by age, February 2018
Young women are more likely than men to engage in word of mouth
Figure 38: In-person and online word of mouth, 18-24s by gender, February 2018
Word of mouth is a purchase influencer
Figure 39: Effect of word of mouth on purchases, by age, February 2018
Figure 40: Agree to “Social media influencers have affected purchase decision”, by age, February 2018
PUSH NOTIFICATIONS ARE A RISKY TACTIC
Young adults have a negative opinion of push notifications
Figure 41: Correspondence analysis –Word associations among young adults, February 2018
Push notifications can be useful to young adults
Figure 42: Finding ads useful, 18-24s, February 2018
Figure 43: Aerie, mobile app promotion, March 2018
TV ADVERTISING
TV maintains a positive position in the opinion of young adults
Figure 44: Correspondence analysis – Word associations among young adults, February 2018
Young adults actively seek out TV ads online
Figure 45: Watching big-event ads online, by age, February 2018
Figure 46: Budweiser – Wayne Gretzky anthem, February 2018
DISCOUNTING AS A GO-TO STRATEGY
Discounts and special offers are still a top driver of engagement
Figure 47: Appeal of discounts in ads, by age, February 2018
Figure 48: Discount/value deals as purchase motivators, by age, February 2018
Value-adds present an alternative to discounting
Figure 49: Purchase motivators, 18-24s, February 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Correspondence maps
Abbreviations and terms
Abbreviations
Terms

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