Table of Contents
Executive Summary
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- Job market woes continue for young adults
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- Figure 1: Destinations of all full-time higher education leavers, 2010/11
- Most young adults are not in a hurry to fly the nest
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- Figure 2: Current living situation, September 2012
- Home comforts
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- Figure 3: Top ten spending priorities, by current living situation, September 2012
- Three in ten parents foot their child’s mobile bill
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- Figure 4: Who pays the mobile bill, September 2012
- Future is uncertain
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- Figure 5: Attitudes towards finances and future concerns, September 2012
Issues in the Market
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- 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
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- Trend: Experience is All
- Trend: Unfairer sex
- 2015 Trend: Old Gold
Demographic Overview
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- Key points
- Trends in UK population age structure
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- Figure 6: Trends in the age structure of the UK population, 2007-17
- Higher education statistics
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- Figure 7: First year student enrolments by UK students on undergraduate courses, 2006/07-2010/11
- Gender distribution of students
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- Figure 8: Number of undergraduate full-time and part-time UK students, by gender, 2010/11
- What young people do after they graduate
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- Figure 9: Destinations of all full-time higher education leavers, 2010/11
- Employment prospects
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- Figure 10: Trends in the proportion of NEETs amongst 16-24-year-olds in England, Q1 2007-Q2 2012
- NEETs’ gender distribution
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- Figure 11: Trends in the proportion of NEETS amongst 16-24-year-olds in England, by gender, 2007-11
Current Living Situation
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- Key points
- Nearly seven in ten young adults live with their parents
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- Figure 12: Current living situation, September 2012
- Affordability is top priority
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- Figure 13: Reasons for living in current location, September 2012
- Recreation choices influence those who fly the nest
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- Figure 14: Reasons for living in current location, by current living situation, September 2012
- Young women are more picky about their location
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- Figure 15: Number of reasons for living in current location, by gender, September 2012
Finances and Spending Priorities
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- Key points
- Young adults focus on savings
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- Figure 16: Spending priorities, September 2012
- Rising costs of independence
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- Figure 17: Spending priorities, by gender and age, September 2012
- Youngsters living with family spend more freely
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- Figure 18: Top ten spending priorities, by current living situation, September 2012
- Debit cards are the preferred type of plastic
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- Figure 19: Types of payment cards held, by age, 2012
- Lower usage of debit and credit cards amongst young adults
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- 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
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- Figure 21: Payment methods, by gender and age, September 2012
- Young adults use credit to plug holes in finances
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- Figure 22: Spending priorities, by preferred payment methods, September 2012
- Financial prudence is en vogue
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- Figure 23: Attitudes towards shopping and saving money, September 2012
- Home comforts
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- Figure 24: Attitudes towards saving money and shopping (any agree responses are shown), by current living situation, September 2012
Future Priorities
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- Key points
- Focusing on savings for the future
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- Figure 25: Top priorities for the next 12 months, September 2012
- (Un)employment prospects
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- Figure 26: Top priorities for the next 12 months, by employment and education status, September 2012
Everyday Habits and Sources of Influence
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- Key points
- Pay-check is the number one priority
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- Figure 27: Daily routine, September 2012
- Part-time students struggling to make ends meet
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- 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
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- Figure 29: Sources of advice, September 2012
- Online reviews gain in importance amongst 22-24-year-olds
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- Figure 30: Sources of advice, by age, September 2012
- Entertainment influencers
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- Figure 31: Proportion who self-identify as influencers for each area of interest, by age, 2012
- Recycling more of a priority for females
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- Figure 32: General lifestyle and attitudes, September 2012
- Nearly four in ten of those aged 16-18 support charities
- Men are more brand-loyal
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- Figure 33: General lifestyle and attitudes, be gender and age, September 2012
Technology Ownership
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- Key points
- Young adults as tech trend-setters
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- 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
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- Figure 35: Who pays the mobile bill? September 2012
- Majority do not pay for mobile apps
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- 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
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- 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
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- 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
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- Figure 39: Top categories of mobile apps accessed in the UK, April 2012
- Mobile phones essential to over half of young adults
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- Figure 40: Attitudes towards technology, September 2012
- Young women show less interest in technology
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- Figure 41: Attitudes towards technology, by gender, September 2012
- Finances explain attitudes towards technology
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- Figure 42: Attitudes towards technology, by employment status, September 2012
Online Activities
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- Key points
- Social networking trumps visits to all other websites
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- Figure 43: Websites visited at least weekly, September 2012
- Google+ does not appeal to young adults
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- Figure 44: Social media websites visited at least weekly, September 2012
- Youngsters crave variety
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- Figure 45: Social media websites visited at least weekly, September 2012
General Outlook and Concerns
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- Key points
- Conservative attitudes prevail
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- 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
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- Figure 47: Attitudes towards finances and future concerns, September 2012
Young Adults’ Typologies
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- Key points
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- 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
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- Figure 49: Reasons for living in current location by current living situation, September 2012
- Figure 50: Current living situation, by demographics, September 2012
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- 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
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- 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
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Appendix – Finances and Spending Priorities
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- Figure 55: Spending patterns, by current living situation, September 2012
- Figure 56: Spending patterns, by payment methods, September 2012
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- Figure 57: Attitudes towards shopping, by current living situation, September 2012
- Figure 58: Attitudes towards shopping, by current living situation, September 2012
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- Figure 59: Most popular spending patterns, by demographics, September 2012
- Figure 60: Next most popular spending patterns, by demographics, September 2012
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 73: Next most popular sources of advice for technology devices, by demographics, September 2012
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Appendix – Future Priorities
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- 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
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- Figure 76: Other priorities for the next 12 months, by demographics, September 2012
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Appendix – Everyday Habits and Sources of Influence
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- Figure 77: Most popular daily routine, by demographics, September 2012
- Figure 78: Next most popular daily routine, by demographics, September 2012
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Appendix – Technology Ownership
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- 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
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- Figure 81: Other technology devices used weekly, by demographics, September 2012
- Figure 82: Who pays the mobile bill, by demographics, September 2012
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- 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
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- Figure 85: Next most popular attitudes towards technology, by demographics, September 2012
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Appendix – Online Activities
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- 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
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- 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
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- Figure 90: Repertoire for social media websites used at least weekly, by demographics, September 2012
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Appendix – General Outlook and Concerns
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- Figure 91: Most popular attitudes towards lifestyle, by demographics, September 2012
- Figure 92: Next most popular attitudes towards lifestyle, by demographics, September 2012
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- Figure 93: Other attitudes towards lifestyle, by demographics, September 2012
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Appendix – Young Adults’ Typologies
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 110: Attitudes towards lifestyle, by attitudes towards lifestyle target groups, September 2012
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