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Marketing to Young Adults - UK - March 2016

“Whilst it may be possible to buy the attention of young adults in the short run, brands looking to foster long lasting relationships will need to look beyond price promotions and discounting. Hiring and rental services present a strong option for brands looking to engage with young adults, offering the age group access to products, services and experiences that may otherwise be prohibitively expensive.”

– Jack Duckett, Consumer Lifestyles Analyst

This report looks at the following areas:

  • Engaging with young men
  • Transcending the issue of price

Lower employment levels and generally smaller incomes mean that young adults typically have limited disposable income. However, with an increasing proportion living at home or engaged in full-time education, they are also some of the least financially responsible, making them a crucial target for brands.

Whilst price promotions and discounts are the most likely to garner attention from young adults, brands must find other ways of generating long-term relationships with them. As young adults increasingly value ‘experiences’ over material goods, there are opportunities for brands to create campaigns that highlight their experiential qualities, whilst the continued exploration of rental/ subscription services could give young adults access to experiences that may otherwise prove unaffordable to them.

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

          • Proportion of young adults in full-time education continues to grow
            • Television advertising dominates awareness
              • Figure 1: Places where adverts grabbed young adults’ attention in the past month, December 2015
            • Price promotions most likely to grab young adults’ attention
              • Figure 2: Factors young adults find most engaging in advertising, December 2015
            • Engaging with young adults through in-store advice and tutorials
              • Figure 3: In-store initiatives that appeal to young adults, December 2015
            • Young adults and the sharing economy
              • Figure 4: Products and services young adults have or would be prepared to borrow/hire, December 2015
            • What we think
            • Issues and Insights

              • Engaging with young men
                • The facts
                  • The implications
                    • Transcending the issue of price
                      • The facts
                        • The implications
                        • The Market – What You Need to Know

                          • Young adults; a small but crucial population
                            • Proportion of young adults in full-time education continues to grow
                              • Number of NEETs continues to fall
                                • Smartphone ownership proves nearly universal
                                  • Media habits of young adults
                                  • Market Drivers

                                    • Young adults; a small but crucial population
                                      • Figure 5: Share of population age 16-24, 2010-20
                                    • Proportion of young adults in full-time education continues to grow
                                      • Figure 6: Changes in proportion of young adults aged16-24 in full-time education, by gender, 1995 and 2015
                                    • Boosting the diversity of recruits
                                      • Number of NEETs continues to fall
                                        • Figure 7: People aged 16-24 who were not in education, employment or training (NEET), UK, July-September 2013 – July-September 2015
                                      • Growing proportion of young adults live at home
                                        • Figure 8: Young adults aged 16-24 living with their parents, by gender, UK, 1996 vs 2015
                                      • Smartphone ownership proves nearly universal
                                        • Figure 9: Personal ownership of consumer technology products, by demographics, September 2015
                                      • Media habits of young adults
                                        • Figure 10: Young adults’ media usage habits, December 2014
                                    • The Consumer – What You Need to Know

                                      • Television advertising dominates awareness
                                        • Online channels enjoy high levels of awareness
                                          • Marketing BPC to young men
                                            • Price promotions most likely to grab young adults’ attention
                                              • Promoting healthy living
                                                • Video and banner advertising deemed annoying
                                                  • Try-before-you-buy appeals to nearly three in five
                                                    • Bolstering the in-store experience
                                                      • Young adults and the sharing economy
                                                      • Influence of Advertising

                                                        • Television advertising dominates awareness
                                                            • Figure 11: Places where adverts grabbed young adults’ attention in the past month, December 2015
                                                          • Online channels enjoy high levels of awareness
                                                            • Ad recall reflects spending priorities
                                                              • Figure 12: Sectors with most memorable adverts in the past month, December 2015
                                                            • Marketing BPC to young men
                                                              • Figure 13: Proportion of young adults who can recall advertising for BPC products in the past month, by gender, December 2015
                                                          • Appealing to Young Adults in Advertising

                                                            • Price promotions most likely to grab young adults’ attention
                                                              • Figure 14: Factors young adults find most engaging in advertising, December 2015
                                                            • Targeting young adults
                                                              • Promoting healthy living
                                                                • Figure 15: Ella Woodward for Amanda Wakeley, January 2016
                                                              • Representing social diversity
                                                                • Figure 16: Cosmopolitan magazine #IamBeauty campaign, January 2016
                                                            • Attitudes towards Types of Advertising

                                                              • Television advertising strikes a chord with young women
                                                                • Figure 17: Young adults’ perceptions of selected types of advertising, December 2015
                                                                • Figure 18: Young adults’ perceptions of selected types of advertising, December 2015
                                                              • Video and banner advertising deemed annoying
                                                                • Figure 19: YouTube Red subscription service, October 2015
                                                              • Making print advertising more informative
                                                              • In-store Inspiration

                                                                • Financial incentives most likely to drive in-store traffic
                                                                  • Figure 20: In-store initiatives that appeal to young adults, December 2015
                                                                • Try-before-you-buy appeals to nearly three in five
                                                                  • In-store advice and tutorials
                                                                    • Figure 21: The Body Coach and Hemsley + Hemsley Instagram account screengrabs, February 2016
                                                                  • Bolstering the in-store experience
                                                                  • Young Adults and the Sharing Economy

                                                                    • Young adults and the sharing economy
                                                                        • Figure 22: Products and services young adults have or would be prepared to borrow/hire, December 2015
                                                                      • Emphasis on experiences over possessions
                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                        • Data sources
                                                                          • Abbreviations
                                                                            • Correspondence analysis

                                                                            Companies Covered

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                                                                            Marketing to Young Adults - UK - March 2016

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