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Lifestyles of Multicultural Young Adults - US - November 2017

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.

This report looks at the following areas:

  • Divisions still persist
  • Hopeful and optimistic
  • Open-minded and diverse

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Table of contents

  1. 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 today’s 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
                              • It’s all about content
                              • What We’re 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
                                    • What’s 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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                                                                                                          Lifestyles of Multicultural Young Adults - US - November 2017

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