Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Lifestyles of Young Adults - UK - November 2013

“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.”

- Ina Mitskavets, Senior Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • 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?

The continuously tough employment market and rising costs of living mean that many young adults are unable to move out of their parental homes, even after they graduate from university. Furthermore, those who move out find they are paying high proportions of their disposable income towards basic living costs and household staples, leaving many unable to make ends meet without financial help from the bank of mum and dad. This report shows that many parents continue supporting their adult offspring even after they have flown the nest, and nearly a third of young people believe that their parents will continue supporting them financially for as long as they can.

This report explores ways in which parents help their adult children financially and otherwise. It also examines changes in spending habits and lifestyle after young adults move out of their parents’ home, and examines their attitudes towards finances and future. The report also looks at the extent that their leisure habits and lifestyle are split between online and offline activities, including ways in which young people use social media.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. 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

                                                    Companies Covered

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

                                                    Lifestyles of Young Adults - UK - November 2013

                                                    £1,995.00 (Excl.Tax)