Table of Contents
Introduction
-
- Definitions
- Methodology
- Abbreviations
Executive Summary
-
- Six in 10 young people live at home with parents
-
- Figure 1: Current living situation, September 2013
- Over nine in 10 young adults rely on the bank of mum and dad
-
- Figure 2: What parents do to help their adult children, September 2013
- Over six in 10 young people cook for themselves more often since leaving family home
-
- Figure 3: Lifestyle changes since leaving family home, September 2013
- Internet is becoming the default channel for shopping, entertainment and communication
-
- Figure 4: Activities done online and offline, September 2013
- What we think
Issues in the Market
-
- Are young adults keen to move out of their parents' home?
- Does the bank of mum and dad close once adult children leave home?
- What impact does independent living have on lifestyles of young people?
- How are young people using social media to communicate with brands?
Trend Application
-
- Trend: Life Hacking
- Trend: Help Me Help Myself
- Mintel Futures: Generation Next
Market Drivers
-
- Key points
- Trends in the age structure of the UK population
-
- Figure 5: Trends in the age structure of the UK population, 2008-18
- Higher education statistics
-
- Figure 6: Trends in the number of higher education students (first degree), by level of study, 2007/08-2011/12
- Destinations of higher education leavers
-
- Figure 7: Destinations of higher education leavers in the UK six months after graduation, by activity and level of qualification obtained, 2011/12
- Trends in the number of NEETs
-
- Figure 8: Trends in number of people aged 16-24 who are not in education, employment or training, UK, April 2011-June 2013
- Employment status and highest level of education achieved
-
- Figure 9: Working status and highest education level achieved, September 2013
- 74% increase in number of part-time students with full-time jobs
-
- Figure 10: Working status, by highest education level achieved, September 2012 and September 2013
Current Living Situation
-
- Key points
- The majority of young adults live with their parents
-
- Figure 11: Current living situation, September 2013
- Young women more likely to live at home
-
- Figure 12: Current living situation, by gender and age, September 2013
- High youth unemployment prevents the young from flying the nest
-
- Figure 13: Current living situation, by working status, September 2013
- Impact of benefit changes on under-25s
Reliance on the Bank of Mum and Dad
-
- Key points
- Parents chipping in to financially help their offspring
-
- Figure 14: What parents do to help their adult children, September 2013
- Living situation determines level of parental support
-
- Figure 15: What parents do to help their adult children, by current living situation, September 2013
- Less than one in 10 parents don’t support their adult children in any way
-
- Figure 16: Number of things parents do to help their adult children, September 2013
- Women in all age groups count on more support compared with men
-
- Figure 17: Number of things parents do to help their adult children, by gender and age, September 2013
Changes in Spending Habits
-
- Key points
- Nearly half of young adults are saving more compared with previous year
-
- Figure 18: Changes in spending habits compared with a year ago, September 2013
- Young adults show more optimism about their finances
-
- Figure 19: Current financial situation compared with a year ago, by age, September 2013
- Young people living with their parents more likely to spend on their looks
-
- Figure 20: Changes in spending habits compared with a year ago, by current living situation, September 2013
- A third of young adults have increased spending on three or more categories
-
- Figure 21: Number of categories where young adults are spending more and less compared with a year ago, September 2013
Lifestyle Changes since Leaving Family Home
-
- Key points
- Over six in 10 young people cook/bake more since leaving family home
-
- Figure 22: Lifestyle changes since leaving family home, September 2013
- Young adults are shunning the TV set
- Women’s physical activity levels lag behind those of men
-
- Figure 23: Lifestyle changes since leaving family home, by gender, September 2013
- Living with partner has an impact on lifestyle of young adults
-
- Figure 24: Lifestyle changes since leaving family home, by current living situation, September 2013
Changes in Shopping Habits since Leaving Family Home
-
- Key points
- Young people develop savvy shopping habits living away from family
-
- Figure 25: Changes in shopping habits since moving out of family home, September 2013
- Young women pay more attention to product ingredients after moving from family home
-
- Figure 26: Changes in shopping habits since moving out of family home (‘More’ responses are shown), by gender, September 2013
- Women aged 22-24 most likely to adjust their shopping habits after leaving home
-
- Figure 27: Number of changes in shopping habits since moving out of family home (‘More’ responses are included), by gender and age, September 2013
- Nearly six in 10 couples living together save more money
-
- Figure 28: Changes in shopping habits since moving out of family home, by current living situation, September 2013
- Lack of NPD with convenience claims in household and health categories
-
- Figure 29: Proportion of all UK product launches with convenience claims, by product category, in the 12 months to October 2013
Online Versus Offline Activities
-
- Key points
- Internet offers speedy answers and solutions
-
- Figure 30: Activities done online and offline, September 2013
- Online activity rises with age
-
- Figure 31: Selected activities done online, by age, September 2013
- Six in 10 young men prefer watching TV online
-
- Figure 32: Watching TV programmes online and offline, by gender and age, September 2013
- The wireless generation
-
- Figure 33: Number of activities done online and offline, September 2013
- In-person interactions with friends are prioritised after moving out of family home
-
- Figure 34: Activities done online and offline, by current living situation, September 2013
- Nearly a third use social networks to find a job
-
- Figure 35: Activities done on social networking sites in the past three months, September 2013
- Females’ savvy shopping tendencies manifest themselves on social media
-
- Figure 36: Activities done on social networking sites in the past three months, by gender, September 2013
Attitudes towards Finances and Future Plans
-
- Key points
- Full-time students most likely to value university education
-
- Figure 37: Attitudes towards finances, job prospects and future plans, September 2013
- Adjusting to the new normal
-
- Figure 38: Attitudes towards finances, by gender and age, September 2013
- Parents lending a helping hand
-
- Figure 39: Attitudes towards financial and other help from parents, September 2013
Appendix – Demographics of Young Adults
-
-
- Figure 40: Demographic overview, September 2013
- Figure 41: Demographic overview, September 2013 (continued)
-
- Figure 42: Demographic overview, September 2013 (continued)
- Figure 43: Demographic overview, September 2013 (continued)
-
- Figure 44: Demographic overview, September 2013 (continued)
- Figure 45: Demographic overview, September 2013 (continued)
-
Appendix – Current Living Situation
-
-
- Figure 46: Current living situation, by demographics, September 2013
- Figure 47: Attitudes towards finances, job prospects and future plans, by current living situation, September 2013
-
- Figure 48: Attitudes towards finances, job prospects and future plans, by current living situation, September 2013
-
Appendix – Reliance on the Bank of Mum and Dad
-
-
- Figure 49: Most popular what parents do to help their adult children, by demographics, September 2013
- Figure 50: Next most popular what parents do to help their adult children, by demographics, September 2013
-
- Figure 51: Other what parents do to help their adult children, by demographics, September 2013
- Figure 52: Changes in spending habits compared to a year ago, by most popular what parents do to help their adult children, September 2013
-
- Figure 53: Changes in spending habits compared to a year ago, by next most popular what parents do to help their adult children, September 2013
- Figure 54: Changes in spending habits compared to a year ago, by most popular what parents do to help their adult children, September 2013
- Figure 55: Changes in spending habits compared to a year ago, by next most popular what parents do to help their adult children, September 2013
-
- Figure 56: Changes in spending habits compared to a year ago, by most popular what parents do to help their adult children, September 2013
- Figure 57: Changes in spending habits compared to a year ago, by next most popular what parents do to help their adult children, September 2013
- Figure 58: Changes in shopping habits since moving out of family home, by what parents do to help their adult children, September 2013
-
- Figure 59: Attitudes towards finances, job prospects and future plans, by most popular what parents do to help their adult children, September 2013
- Figure 60: Attitudes towards finances, job prospects and future plans, by next most popular what parents do to help their adult children, September 2013
-
- Figure 61: Attitudes towards finances, job prospects and future plans, by what parents do to help their adult children, September 2013
-
Appendix – Changes in Spending Habits
-
-
- Figure 62: Changes in spending habits compared to a year ago – Saving money, by demographics, September 2013
- Figure 63: Changes in spending habits compared to a year ago – Going out^, by demographics, September 2013
-
- Figure 64: Changes in spending habits compared to a year ago – Groceries, by demographics, September 2013
- Figure 65: Changes in spending habits compared to a year ago – Clothes, shoes, accessories, by demographics, September 2013
-
- Figure 66: Changes in spending habits compared to a year ago – Rent/mortgage/bills, by demographics, September 2013
- Figure 67: Changes in spending habits compared to a year ago – My mobile phone, by demographics, September 2013
-
- Figure 68: Changes in spending habits compared to a year ago – Studies, by demographics, September 2013
- Figure 69: Changes in spending habits compared to a year ago – My car^^, by demographics, September 2013
-
- Figure 70: Changes in spending habits compared to a year ago – Paying off debt, by demographics, September 2013
- Figure 71: Changes in spending habits compared to a year ago – Music/DVDs/games, by demographics, September 2013
-
Appendix – Lifestyle Changes Since Leaving Family Home
-
-
- Figure 72: Lifestyle changes since leaving family home – Cooking/baking, by demographics, September 2013
- Figure 73: Lifestyle changes since leaving family home – Socialising outside of the home, by demographics, September 2013
-
- Figure 74: Lifestyle changes since leaving family home – Going out^, by demographics, September 2013
- Figure 75: Lifestyle changes since leaving family home – Eating out, by demographics, September 2013
-
- Figure 76: Lifestyle changes since leaving family home – Exercising, by demographics, September 2013
- Figure 77: Lifestyle changes since leaving family home – Spending time online, by demographics, September 2013
-
- Figure 78: Lifestyle changes since leaving family home – Spending on treats for myself, by demographics, September 2013
- Figure 79: Lifestyle changes since leaving family home – Studying, by demographics, September 2013
-
- Figure 80: Lifestyle changes since leaving family home – Reading books, by demographics, September 2013
- Figure 81: Lifestyle changes since leaving family home – Watching TV, by demographics, September 2013
-
Appendix – Changes in Shopping Habits since Leaving Family Home
-
-
- Figure 82: Changes in shopping habits since moving out of family home – Planning my grocery shopping, by demographics, September 2013
- Figure 83: Changes in shopping habits since moving out of family home – Budgeting carefully, by demographics, September 2013
-
- Figure 84: Changes in shopping habits since moving out of family home – Saving money, by demographics, September 2013
- Figure 85: Changes in shopping habits since moving out of family home – Buying things that will last, by demographics, September 2013
-
- Figure 86: Changes in shopping habits since moving out of family home – Paying attention to ingredients in products, by demographics, September 2013
- Figure 87: Changes in shopping habits since moving out of family home – Reading online reviews before buying, by demographics, September 2013
-
- Figure 88: Changes in shopping habits since moving out of family home – Buying things that make my life easier/convenient, by demographics, September 2013
- Figure 89: Changes in shopping habits since moving out of family home – Making impulse purchases, by demographics, September 2013
-
- Figure 90: Changes in shopping habits since moving out of family home – Seeking out opinions from friends before buying, by demographics, September 2013
-
Appendix – Online Versus Offline Activities
-
-
- Figure 91: Activities done online and offline – Research products I’d like to buy, by demographics, September 2013
- Figure 92: Activities done online and offline – Read news, by demographics, September 2013
-
- Figure 93: Activities done online and offline – Pay bills/manage bank account, by demographics, September 2013
- Figure 94: Activities done online and offline – Buy products, by demographics, September 2013
-
- Figure 95: Activities done online and offline – Get advice/recommendations, by demographics, September 2013
- Figure 96: Activities done online and offline – Watch TV programmes, by demographics, September 2013
-
- Figure 97: Activities done online and offline – Play games, by demographics, September 2013
- Figure 98: Activities done online and offline – Interact with friends, by demographics, September 2013
-
- Figure 99: Activities done online and offline – Interact with family, by demographics, September 2013
- Figure 100: Activities done online and offline – Find people to date, by demographics, September 2013
-
- Figure 101: Most popular activities done on social networks in the past three months, by demographics, September 2013
- Figure 102: Next most popular activities done on social networks in the past three months, by demographics, September 2013
-
- Figure 103: Other activities done on social networks in the past three months, by demographics, September 2013
-
Appendix – Attitudes towards Finances and Future Plans
-
-
- Figure 104: Most popular attitudes towards finances, job prospects and future plans, by demographics, September 2013
- Figure 105: Next most popular attitudes towards finances, job prospects and future plans, by demographics, September 2013
-
Back to top