2020
9
UK Marketing to Young Adults Market Report 2020
2016-03-10T03:03:20+00:00
OX747958
2195
19642
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Report
en_GB
“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…

UK Marketing to Young Adults Market Report 2020

£ 2,195 (Excl.Tax)

Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Young Adults market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definitions

For the purposes of this report, young adults refers to internet users aged 16-24.

This report also makes reference to ‘Millennials’, defined as those born between 1980 and 1999, placing them between 16 and 35 years old in 2015. This generation can be further broken down
into two components:

  • Younger Millennials – born in 1990-1999 (aged 16-25)
  • Older Millennials – born in 1980-1989 (aged 26-35)

What you need to know

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.

Expert analysis from a specialist in the field

Written by Jack Duckett, a leading analyst in the Lifestyles sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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
Lifestyles Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Definitions
  2. 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
  3. Issues and Insights

    • Engaging with young men
    • The facts
    • The implications
    • Transcending the issue of price
    • The facts
    • The implications
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. 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
  11. 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
  12. Appendix – Data Sources, Abbreviations and Supporting Information

    • Data sources
    • Abbreviations
    • Correspondence analysis

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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