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Lifestyles of Young Adults - UK - November 2012

“Being financially responsible is a must-have for today’s 16-24-year-olds. Economic uncertainties are forcing young adults to jump through more hoops to be able to afford education, get a job matching their qualifications, and get on the property ladder. Going forward, it can be expected that parents will play an increasingly important role in providing financial support and ensuring their offspring are not deprived of the traditional hallmarks of adulthood.”

– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • What impact did the recession have on the 16-24-year-olds?
  • Are young adults setting mobile trends?
  • Is today’s cohort of young adults financially frugal?
  • How does living with parents influence young people’s habits?

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • Job market woes continue for young adults
                • Figure 1: Destinations of all full-time higher education leavers, 2010/11
              • Most young adults are not in a hurry to fly the nest
                • Figure 2: Current living situation, September 2012
              • Home comforts
                • Figure 3: Top ten spending priorities, by current living situation, September 2012
              • Three in ten parents foot their child’s mobile bill
                • Figure 4: Who pays the mobile bill, September 2012
              • Future is uncertain
                • Figure 5: Attitudes towards finances and future concerns, September 2012
            • Issues in the Market

                • What impact did the recession have on the 16-24-year-olds?
                  • Are young adults setting mobile trends?
                    • Is today’s cohort of young adults financially frugal?
                      • How does living with parents influence young people’s habits?
                      • Trend Application

                          • Trend: Experience is All
                            • Trend: Unfairer sex
                              • 2015 Trend: Old Gold
                              • Demographic Overview

                                • Key points
                                  • Trends in UK population age structure
                                    • Figure 6: Trends in the age structure of the UK population, 2007-17
                                  • Higher education statistics
                                    • Figure 7: First year student enrolments by UK students on undergraduate courses, 2006/07-2010/11
                                  • Gender distribution of students
                                    • Figure 8: Number of undergraduate full-time and part-time UK students, by gender, 2010/11
                                  • What young people do after they graduate
                                    • Figure 9: Destinations of all full-time higher education leavers, 2010/11
                                  • Employment prospects
                                    • Figure 10: Trends in the proportion of NEETs amongst 16-24-year-olds in England, Q1 2007-Q2 2012
                                  • NEETs’ gender distribution
                                    • Figure 11: Trends in the proportion of NEETS amongst 16-24-year-olds in England, by gender, 2007-11
                                • Current Living Situation

                                  • Key points
                                    • Nearly seven in ten young adults live with their parents
                                      • Figure 12: Current living situation, September 2012
                                    • Affordability is top priority
                                      • Figure 13: Reasons for living in current location, September 2012
                                    • Recreation choices influence those who fly the nest
                                      • Figure 14: Reasons for living in current location, by current living situation, September 2012
                                    • Young women are more picky about their location
                                      • Figure 15: Number of reasons for living in current location, by gender, September 2012
                                  • Finances and Spending Priorities

                                    • Key points
                                      • Young adults focus on savings
                                        • Figure 16: Spending priorities, September 2012
                                      • Rising costs of independence
                                        • Figure 17: Spending priorities, by gender and age, September 2012
                                      • Youngsters living with family spend more freely
                                        • Figure 18: Top ten spending priorities, by current living situation, September 2012
                                      • Debit cards are the preferred type of plastic
                                        • Figure 19: Types of payment cards held, by age, 2012
                                      • Lower usage of debit and credit cards amongst young adults
                                        • Figure 20: Frequency of use of cards and average monthly spend on credit card, 2012
                                      • Males aged 22-24 tend to use credit cards, but always pay them off
                                        • Figure 21: Payment methods, by gender and age, September 2012
                                      • Young adults use credit to plug holes in finances
                                        • Figure 22: Spending priorities, by preferred payment methods, September 2012
                                      • Financial prudence is en vogue
                                        • Figure 23: Attitudes towards shopping and saving money, September 2012
                                      • Home comforts
                                        • Figure 24: Attitudes towards saving money and shopping (any agree responses are shown), by current living situation, September 2012
                                    • Future Priorities

                                      • Key points
                                        • Focusing on savings for the future
                                          • Figure 25: Top priorities for the next 12 months, September 2012
                                        • (Un)employment prospects
                                          • Figure 26: Top priorities for the next 12 months, by employment and education status, September 2012
                                      • Everyday Habits and Sources of Influence

                                        • Key points
                                          • Pay-check is the number one priority
                                            • Figure 27: Daily routine, September 2012
                                          • Part-time students struggling to make ends meet
                                            • Figure 28: Median pay (including overtime) for each major occupation group in the UK, by age group, October-December 2011
                                          • Young females more connected with their families
                                            • Figure 29: Sources of advice, September 2012
                                          • Online reviews gain in importance amongst 22-24-year-olds
                                            • Figure 30: Sources of advice, by age, September 2012
                                          • Entertainment influencers
                                            • Figure 31: Proportion who self-identify as influencers for each area of interest, by age, 2012
                                          • Recycling more of a priority for females
                                            • Figure 32: General lifestyle and attitudes, September 2012
                                          • Nearly four in ten of those aged 16-18 support charities
                                            • Men are more brand-loyal
                                              • Figure 33: General lifestyle and attitudes, be gender and age, September 2012
                                          • Technology Ownership

                                            • Key points
                                              • Young adults as tech trend-setters
                                                • Figure 34: Technology devices used weekly, September 2012
                                              • Basic phone, a relic
                                                • Nearly six in ten parents pay phone bill of their 16-18-year-old daughters
                                                  • Figure 35: Who pays the mobile bill? September 2012
                                                • Majority do not pay for mobile apps
                                                  • Figure 36: Amount spent downloading apps for mobile or tablet in the past 12 months, September 2012
                                                • Young men willing to spend more on mobile apps
                                                  • Figure 37: Amount spent downloading apps for mobiles or tablets in the past 12 months, by gender and age, September 2012
                                                • Parents control their children’s mobile spend
                                                  • Figure 38: Amount spent downloading apps for mobiles or tablets in the past 12 months, by who pays the mobile bill, September 2012
                                                • Social media apps dominate downloads
                                                  • Figure 39: Top categories of mobile apps accessed in the UK, April 2012
                                                • Mobile phones essential to over half of young adults
                                                  • Figure 40: Attitudes towards technology, September 2012
                                                • Young women show less interest in technology
                                                  • Figure 41: Attitudes towards technology, by gender, September 2012
                                                • Finances explain attitudes towards technology
                                                  • Figure 42: Attitudes towards technology, by employment status, September 2012
                                              • Online Activities

                                                • Key points
                                                  • Social networking trumps visits to all other websites
                                                    • Figure 43: Websites visited at least weekly, September 2012
                                                  • Google+ does not appeal to young adults
                                                    • Figure 44: Social media websites visited at least weekly, September 2012
                                                  • Youngsters crave variety
                                                    • Figure 45: Social media websites visited at least weekly, September 2012
                                                • General Outlook and Concerns

                                                  • Key points
                                                    • Conservative attitudes prevail
                                                      • Figure 46: Attitudes towards finances and future concerns, September 2012
                                                    • Londoners fare somewhat better
                                                      • Over half of part-time workers want a job that better matches their skills
                                                        • Figure 47: Attitudes towards finances and future concerns, September 2012
                                                    • Young Adults’ Typologies

                                                      • Key points
                                                        • Figure 48: Young adults’ typologies, September 2012
                                                      • Coasting (35%)
                                                        • Who are they?
                                                          • Savvy Spenders (34%)
                                                            • Who are they?
                                                              • Financially-squeezed (30%)
                                                                • Who are they?
                                                                • Appendix – Current Living Situation

                                                                    • Figure 49: Reasons for living in current location by current living situation, September 2012
                                                                    • Figure 50: Current living situation, by demographics, September 2012
                                                                    • Figure 51: Most popular reasons for living in current location, by demographics, September 2012
                                                                    • Figure 52: Next most popular reasons for living in current location, by demographics, September 2012
                                                                    • Figure 53: Other reasons for living in current location, by demographics, September 2012
                                                                    • Figure 54: Repertoire of reasons for living in current location, by demographics, September 2012
                                                                • Appendix – Finances and Spending Priorities

                                                                    • Figure 55: Spending patterns, by current living situation, September 2012
                                                                    • Figure 56: Spending patterns, by payment methods, September 2012
                                                                    • Figure 57: Attitudes towards shopping, by current living situation, September 2012
                                                                    • Figure 58: Attitudes towards shopping, by current living situation, September 2012
                                                                    • Figure 59: Most popular spending patterns, by demographics, September 2012
                                                                    • Figure 60: Next most popular spending patterns, by demographics, September 2012
                                                                    • Figure 61: Payment methods, by demographics, September 2012
                                                                    • Figure 62: Agreement with the statements ‘It is a good feeling to know I spent less than others on the same/similar products’ and ‘I wait for special offers/sales/promotions to buy the products/brands I want’, by demographics, September 2012
                                                                    • Figure 63: Agreement with the statements ‘I carefully account for all my spending’ and ‘I do not like paying full-price for anything’, by demographics, September 2012
                                                                    • Figure 64: Agreement with the statements ‘I have a budget and stick to it all or most of the time’ and ‘I socialise at home to save money’, by demographics, September 2012
                                                                    • Figure 65: Agreement with the statements ‘I have put off plans to travel to save money’ and ‘I have cut back on some things so that I can keep buying my favourite products’, by demographics, September 2012
                                                                    • Figure 66: Agreement with the statements ‘I tend to spend money without thinking’ and ‘I find it hard to make ends meet each month’, by demographics, September 2012
                                                                    • Figure 67: Agreement with the statement ‘I buy what I want regardless of price’, by demographics, September 2012
                                                                    • Figure 68: Agreement with the statement ‘With a credit card I can buy the sort of things I could not normally afford’, by demographics, September 2012
                                                                    • Figure 69: Sources of advice for clothes and accessories, by demographics, September 2012
                                                                    • Figure 70: Sources of advice for meal outside the home of advice, by demographics, September 2012
                                                                    • Figure 71: Sources of advice for holidays/weekends away, by demographics, September 2012
                                                                    • Figure 72: Most popular sources of advice for technology devices, by demographics, September 2012
                                                                    • Figure 73: Next most popular sources of advice for technology devices, by demographics, September 2012
                                                                • Appendix – Future Priorities

                                                                    • Figure 74: Most popular priorities for the next 12 months, by demographics, September 2012
                                                                    • Figure 75: Next most popular priorities for the next 12 months, by demographics, September 2012
                                                                    • Figure 76: Other priorities for the next 12 months, by demographics, September 2012
                                                                • Appendix – Everyday Habits and Sources of Influence

                                                                    • Figure 77: Most popular daily routine, by demographics, September 2012
                                                                    • Figure 78: Next most popular daily routine, by demographics, September 2012
                                                                • Appendix – Technology Ownership

                                                                    • Figure 79: Most popular technology devices used weekly, by demographics, September 2012
                                                                    • Figure 80: Next most popular technology devices used weekly, by demographics, September 2012
                                                                    • Figure 81: Other technology devices used weekly, by demographics, September 2012
                                                                    • Figure 82: Who pays the mobile bill, by demographics, September 2012
                                                                    • Figure 83: Amount spent downloading apps for mobile or tablet in the past 12 months, by demographics, September 2012
                                                                    • Figure 84: Most popular attitudes towards technology, by demographics, September 2012
                                                                    • Figure 85: Next most popular attitudes towards technology, by demographics, September 2012
                                                                • Appendix – Online Activities

                                                                    • Figure 86: Most popular websites used at least weekly, by demographics, September 2012
                                                                    • Figure 87: Next most popular websites used at least weekly, by demographics, September 2012
                                                                    • Figure 88: Repertoire of websites used at least weekly, by demographics, September 2012
                                                                    • Figure 89: Social media websites used at least weekly, by demographics, September 2012
                                                                    • Figure 90: Repertoire for social media websites used at least weekly, by demographics, September 2012
                                                                • Appendix – General Outlook and Concerns

                                                                    • Figure 91: Most popular attitudes towards lifestyle, by demographics, September 2012
                                                                    • Figure 92: Next most popular attitudes towards lifestyle, by demographics, September 2012
                                                                    • Figure 93: Other attitudes towards lifestyle, by demographics, September 2012
                                                                • Appendix – Young Adults’ Typologies

                                                                    • Figure 94: Attitudes towards lifestyle target groups, by demographics, September 2012
                                                                    • Figure 95: Websites used at least weekly, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 96: Social media websites used at least weekly, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 97: Current living situation, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 98: Reasons for living in the current location, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 99: Spending patterns, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 100: Priorities for the next 12 months, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 101: Daily routine, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 102: Payment methods, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 103: Attitudes towards shopping, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 104: Attitudes towards shopping, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 105: Sources of advice, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 106: Technology devices used weekly, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 107: Who pays the mobile bill, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 108: Amount spent downloading apps for mobile or tablet in the past 12 months, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 109: Technology devices used weekly, by attitudes towards lifestyle target groups, September 2012
                                                                    • Figure 110: Attitudes towards lifestyle, by attitudes towards lifestyle target groups, September 2012

                                                                Companies Covered

                                                                • Amazon.co.uk
                                                                • Apple Computer UK Ltd
                                                                • ASOS (UK retail sales)
                                                                • British Broadcasting Corporation (BBC)
                                                                • BT Group plc
                                                                • Creative Technology, Ltd
                                                                • Facebook, Inc.
                                                                • Flickr
                                                                • Fujitsu Limited
                                                                • Google UK
                                                                • Government Actuary's Department (GAD)
                                                                • Groupon, Inc.
                                                                • Higher Education Statistics Agency
                                                                • JustGiving
                                                                • Kantar Media
                                                                • L'Oréal (UK)
                                                                • LivingSocial
                                                                • Nintendo UK Entertainment Ltd
                                                                • Office for National Statistics
                                                                • Research in Motion Uk Ltd.
                                                                • Samsung Electronics (UK) Ltd
                                                                • Twitter, Inc.
                                                                • Visa Europe
                                                                • Yahoo! UK & Ireland
                                                                • YouTube, Inc.

                                                                Lifestyles of Young Adults - UK - November 2012

                                                                US $2,672.70 (Excl.Tax)