UK Marketing to Young Adults market report
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?
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.
What you get
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.
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.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
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.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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