During the early adult years (15-34 as defined in this report), people go through many life changes: graduating from school, moving out of their parents' homes, entering the workforce, getting married, and having children. This is a period of rapidly changing needs with many markets visited for relatively short periods, and one in which longer term buying patterns and preferences are developed and set. As such this is a critical target group for many businesses, whether they are currently a major target group, or a potential one.

Mintel's study profiles the size of the young adults market, paying particular attention to how young adults spend their free time and their income.

This report provides an in-depth look at the young adults market in the U.S. with original research conducted among consumers that examines age, ethnic and economic groups. Potential opportunities for growth within the young adults market is highlighted, as well as a review of current advertising strategy devised to tap perceived business potential.

Mintel's exclusive consumer research will delve into such issues within the young adults marketplace as:

Young adults' attitudes preferences in terms of free time, disposable income, and current fads and trends.

Which young adults are apt to spend more money on items in regards to age, demographics and income.

The future of the young adult market with a five-year trend analysis.

This incisive profile of the young adults marketplace will examine the growth potential of the market and young adults' attitudes regarding the influence of advertising campaigns, trends, and pricing concerns.