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Lifestyles of Millennials - UK - October 2014

“Traditional advertising has largely failed to capture imaginations of younger audiences, and advertisers need to step up creativity to sustain their appeal to Millennials. Funny and creative campaigns have the most potential for capturing the attention of younger consumers and winning their longer-term loyalty.”
– Ina Mitskavets, Senior Lifestyles and Consumer Analyst

This report looks at the following issues:

  • Appealing to the ethnic and racial diversity amongst Millennials
  • How to market effectively to Millennials

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Table of contents

  1. Introduction

      • Methodology
        • Definitions
          • Abbreviations
          • Executive Summary

              • Savings are a top priority for Millennials
                • Figure 1: Current financial priorities, July 2014
              • High quality at the right price
                • Figure 2: Factors important when shopping, July 2014
              • Personal influence in a social media world
                • Figure 3: Attitudes towards advertising and shopping, July 2014
              • Digital natives prefer reading hard copies of books
                • Figure 4: Attitudes towards digital and physical formats of media, July 2014
              • What we think
              • Issues and Insights

                  • Appealing to the ethnic and racial diversity amongst Millennials
                    • The facts
                      • The implications
                        • How to market effectively to Millennials
                          • The facts
                            • The implications
                            • Trend Application

                                • Trend: Entrepreneurial Spirit
                                  • Trend: Help Me Help Myself
                                    • Trend: Play Ethic
                                    • Market Drivers

                                      • Key points
                                        • Demographic trends
                                          • Figure 5: Trends in the age structure of the UK population, 2009-19
                                        • Employment status
                                          • Figure 6: Employment status, by gender and age, July 2014
                                        • Financial health
                                          • Figure 7: Highest educational attainment, by current financial situation, July 2014
                                        • Living situation
                                          • Figure 8: Living situation, by age, July 2014
                                        • Race and ethnic background
                                          • Figure 9: Race and ethnic background, July 2014
                                        • Nationality
                                          • Figure 10: Nationality, July 2014
                                        • Millennial families
                                          • Figure 11: Marital status, by presence of children in the household, for Millennials and all adults, April 2014 and July 2014
                                      • The Consumer – Personal Financial Priorities

                                        • Key points
                                          • Reliance on credit cards as a last resort…
                                            • Figure 12: Current financial priorities, July 2014
                                          • …but credit remains a lifeline for Older Millennial females
                                            • Figure 13: Current financial priorities, by gender and age, July 2014
                                          • Fewer financial worries for Millennials living at home with parents
                                            • Figure 14: Current financial priorities, by current living situation, July 2014
                                        • The Consumer – Factors Influencing Purchase Decisions

                                          • Key points
                                            • High quality at the right price
                                              • Figure 15: Factors important when shopping, July 2014
                                              • Figure 16: A board in front of Not a Burger Stand restaurant, September 2013
                                            • The appeal of disposable fashion
                                              • Brand loyalty highest in beauty and personal care
                                                • Buying practical things takes over trendy and prestigious products
                                                  • Figure 17: Factors important when shopping, July 2014 (continued)
                                                  • Figure 18: Screenshot of Think Dirty mobile app, June 2014
                                                • Millennial parents keener on environmental factors
                                                  • Figure 19: Factors important when shopping (any responses are shown), by gender and age, July 2014
                                                • Desire to fit in motivates Millennials living in house shares
                                                  • Figure 20: Factors important when shopping (any responses are shown), by current living situation, July 2014
                                              • The Consumer – Short- and Long-term Life Goals

                                                • Key points
                                                  • Home ownership is the top aspiration amongst Millennials
                                                    • Figure 21: Future goals, by age, July 2014
                                                    • Figure 22: Career Sushi homepage, September 2014
                                                    • Figure 23: The Kitchen Library website, September 2014
                                                  • Younger Millennial females are the most aspirational
                                                    • Figure 24: Number of future goals, by gender and age, July 2014
                                                  • Travelling is the most immediate priority for Millennials
                                                    • Figure 25: Planned time for achieving goals, July 2014
                                                • The Consumer – Factors Important for Being Successful in Life

                                                  • Key points
                                                    • Being healthy is the top way towards accomplishing more in life
                                                      • Figure 26: Factors considered important for a successful life, July 2014
                                                    • Fewer than a fifth of Millennials think it’s important to be a good citizen
                                                      • Younger Millennials idealistic about their future career
                                                        • Figure 27: Factors considered important for a successful life, by gender and age, July 2014
                                                      • Foreign-born Millennials are career-driven
                                                        • Figure 28: Factors considered important for a successful life, by nationality, July 2014
                                                        • Figure 29: Plucked Homepage, September 2014
                                                    • The Consumer – Attitudes towards Advertising and Shopping

                                                      • Key points
                                                        • Bright future for social media commerce
                                                          • Figure 30: Attitudes towards advertising and shopping, July 2014
                                                        • Asserting personal influence in a social media world
                                                          • Figure 31: Attitudes towards advertising and shopping, by gender and age, July 2014
                                                          • Figure 32: Selfie-shopping campaign by French Connection, April 2014
                                                        • Advertising tactics with appeal to Millennials
                                                            • Figure 33: Still from ‘Experience the power of a BookBook’ advert by IKEA, September 2014
                                                        • The Consumer – Millennials and Traditional Values

                                                          • Key points
                                                            • Four in 10 Millennials are happy with their lives
                                                              • Figure 34: Attitudes towards work and satisfaction with life, by gender and age, July 2014
                                                            • Marriage becomes less important when Millennials grow older
                                                              • Figure 35: Selected traditional and non-traditional values, July 2014
                                                            • Minority Millennials are more adventurous with their eating habits
                                                              • Figure 36: Attitudes towards eating different types of foods, by ethnicity and nationality, July 2014
                                                            • Living the ‘perfect’ life online
                                                              • Digital natives still read hard copies of books
                                                                • Figure 37: Attitudes towards digital and physical formats of media, July 2014
                                                              • Broadband affordability as a barrier to higher interest in digital music/movies
                                                                • Promoting greater responsibility for the environment amongst urban Millennials
                                                                  • Figure 38: Selected traditional and non-traditional values, by living area, July 2014
                                                                  • Figure 39: BIOMAT Restaurant at Vienna Design Week 2013

                                                              Companies Covered

                                                              To learn more about the companies covered in this report please contact us.

                                                              Lifestyles of Millennials - UK - October 2014

                                                              £1,995.00 (Excl.Tax)