Selling to, and Profiting from the Under-25s - UK - December 2003

INTRODUCTION
 ABBREVIATIONS
EXECUTIVE SUMMARY
Youth extension
Decisions, decisions
Education – should they stay or should they go?
Back to the classroom?
Working types
Is a degree worth it?
The wider world – apathy reigns
Regrets – they’ve had a few
Something to be proud of
Money problems
Men and women shop differently
Leisure takes priority
Looking forward
DEMOGRAPHIC BACKGROUND
 YOUNG PEOPLE IN THE POPULATION
Figure 1: Population trends, by age group, 1997-2007
Figure 2: Population trends , by those aged 18-21 and those aged 22-25, 1997-2007
 MARRIAGE AND FERTILITY
Figure 3: Mean age at first marriage, England and Wales, by gender, 1986-2001
Figure 4: Marital status of 16-24-year-olds, by gender, 2001
Figure 5: Mean age of mother at first birth, England and Wales, 1986-2002
Figure 6: 18-25-year-olds with children under 16, by gender and demographic sub-group, 2003
Figure 7: 18-25-year-olds with children under 16, by gender and socio-economic group, 2003
 LIVING ARRANGEMENTS
Figure 8: 18-25-year-olds, by gender, age and living arrangements, 2003
Figure 9: Demographic profile of 18-25-year-olds, by living arrangements, 2003
 EDUCATION AND EMPLOYMENT
Figure 10: 18-25-year-olds, by gender, age and working status, 2003
LIFESTYLES AND PRIORITIES
 HOW HAPPY ARE THEY?
Figure 11: ‘I am very happy with my life as it is’ – 18-25-year-olds, by gender and age group, 2003
Figure 12: ‘I am very happy with my life as it is’ – all adults and 18-25-year-olds, by gender, 2003
Figure 13: ‘I am very happy with my life as it is’ – 18-25-year-olds, by gender and working status, 2003
Figure 14: ‘I am very happy with my life as it is’ – 18-25-year-olds, by living arrangements, 2003
 WHAT ARE THEIR PRIORITIES?
Figure 15: Lifestyle priorities – 18-25-year-olds, by gender and age group, October 2002
 DECISIONS, DECISIONS
Education
Figure 16: Education decisions, 2003
Figure 17: ‘I am happy with the state education system’ – 18-25-year-olds, by gender and age group, 2003
Figure 18: ‘I am happy with the state education system ‘– 18-25-year-olds, by gender and working status, 2003
Back to study
What job?
Figure 19: Length of time with current employer – all adults and 18-24-year-olds, May 2003
Figure 20: Number of employers in last five years – all adults and 18-24-year-olds, May 2003
Figure 21: Plans to change jobs in next 12 months – all adults and 18-24-year-olds, May 2003
Steady climbers
Career-minded
Figure 22: ‘I look on the work I do as a career rather than just a job’– 18-25-year-olds, by gender and working status, 2003
Figure 23: ‘I look on the work I do as a career rather than just a job’ – working 18-25-year-olds, by gender and terminal education age, 2003
Figure 24: ‘I want to get to the very top in my career’ – 18-25-year-olds, by gender and age group, 2003
Figure 25: ‘I want to get to the very top in my career’ – 18-25-year-olds, by gender and working status, 2003
Figure 26: ‘I want to get to the very top in my career’ – working 18-25-year-olds, by gender and terminal education age, 2003
Idealists
Entrepreneurs
Finding a job
Figure 27: Employment decisions, 2003
Afraid of losing it?
Figure 28: ‘Job security is more important than money’ – 18-25-year-olds, by gender and age group, 2003
Was it worth getting a degree?
Gap in their knowledge: gap years and time out
Pre-university
Friends and relationships
Steady relationship or big group of friends?
Partner or career?
Figure 29: ‘It is important to be attractive to the opposite sex’ – 18-25-year-olds, by gender and age group, 2003
Figure 30: ‘I think it’s important to have a lasting relationship with one partner’ – 18-25-year-olds, by gender and age group, 2003
Figure 31: ‘I think it’s important to have a lasting relationship with one partner’– 18-25-year-olds, by gender and living arrangements, 2003
Living arrangements
Living at home
Living in shared rented accommodation
Living with partner
 THE WORLD OUTSIDE
On UK politics:
On world politics:
On the environment:
Figure 32: ‘I would be prepared to pay more for environmentally friendly products’ – 18-25-year-olds, by gender and age group, 2003
Figure 33: ‘I would be prepared to pay more for environmentally friendly products’ – all adults and 18-25-year-olds, by gender, 2003
 REGRETS – THEY’VE HAD A FEW…
‘I wish I'd worked harder at school’
‘I wish I'd gone to university’
‘I wish I'd had a gap year’
‘I wish I'd made better use of my gap year’
‘I wish I'd gone travelling’
‘I wish I'd made the most of going travelling’
Figure 34: ‘If only I had’ – 18-25-year-olds, 2003
 SOMETHING TO BE PROUD OF…
Personal achievements
Academic
Career
Creative
Family, friends, social life
Independence, growing confidence
Figure 35: ‘Something to be proud of’ – 18-25-year-olds, 2003
 THE MARKETING PERSPECTIVE
MANAGING MONEY
Figure 36: ‘I am perfectly happy with my standard of living’ – 18-25-year-olds, by gender and age group, 2003
Figure 37: ‘I am perfectly happy with my standard of living’ – all adults and 18-25-year-olds, by gender, 2003
Figure 38: ‘I am perfectly happy with my standard of living’ – 18-25-year-olds, by gender and working status, 2003
Figure 39: ‘I am perfectly happy with my standard of living’ – 18-25-year-olds, by gender and living arrangements, 2003
 DEBT
Figure 40: ‘I don’t like the idea of being in debt’ – 18-25-year-olds, by gender and age group, 2003
Figure 41: ‘I don’t like the idea of being in debt’ – 18-25-year-olds, by gender and working status, 2003
Figure 42: ‘I don’t like the idea of being in debt’ – 18-25-year-olds, by gender and living arrangements, 2003
 LOW PAY
 THE PROPERTY LADDER
 A HELPING HAND
 MONEY MANAGEMENT
Figure 43: ‘I think I'm good at managing my money’ – 18-25-year-olds, by gender and age group, 2003
Figure 44: ‘I think I'm good at managing my money’ – all adults and 18-25-year-olds, by gender 2003
Figure 45: ‘I think I'm good at managing my money’ – 18-25-year-olds, by gender and working status, 2003
Figure 46: ‘I think I'm good at managing my money’ – 18-25-year-olds, by gender and living arrangements, 2003
Figure 47: ‘I feel quite confident about personal finance’ – 18-25-year-olds, by gender and age group, 2003
Figure 48: ‘I feel quite confident about personal finance’ – 18-25-year-olds, by gender and working status, 2003
Figure 49: ‘I feel quite confident about personal finance’ – 18-25-year-olds, by gender and living arrangements, 2003
Figure 50: Ownership of personal finance products – all adults and 18-25-year-olds, by gender and age group, 2003
Figure 51: Confidence about personal finance – 18-25-year-olds, by ownership of personal finance products, 2003
 SAVING
Figure 52: ‘I am no good at saving money’ – 18-25-year-olds, by gender and age group, 2003
Figure 53: ‘I am no good at saving money’ – 18-25-year-olds, by gender and working status, 2003
Figure 54: ‘I am no good at saving money’ – 18-25-year-olds, by gender and living arrangements, 2003
 THE MARKETING PERSPECTIVE
SPENDING MONEY
 -25S AND SHOPPING
Figure 55: ‘I tend to spend money without thinking’ – 18-25-year-olds, by gender and age group, 2003
Figure 56: ‘I tend to spend money without thinking’ – all adults and 18-25-year-olds, by gender, 2003
Figure 57: ‘I tend to spend money without thinking’ – 18-25-year-olds, by gender and working status, 2003
Figure 58: ‘I tend to spend money without thinking’ – 18-25-year-olds, by gender and living arrangements, 2003
Figure 59: ‘I really enjoy any kind of shopping’ – 18-25-year-olds, by gender and age group, 2003
Figure 60: ‘I really enjoy any kind of shopping’– 18-25-year-olds, by gender and working status, 2003
Figure 61: ‘I really enjoy any kind of shopping’– 18-25-year-olds, by gender and living arrangements, 2003
Figure 62: ‘I often buy, on impulse, products I hadn’t thought of’ – 18-25-year-olds, by gender and age group, 2003
Figure 63: ‘I often buy, on impulse, products I hadn’t thought of’ – 18-25-year-olds, by gender and working status, 2003
Figure 64: ‘I often buy, on impulse, products I hadn’t thought of’ – 18-25-year-olds, by gender and living arrangements, 2003
Figure 65: ‘I often buy, on impulse, products I hadn’t thought of’ – all 18-25-year-olds and those who have a mortage or a credit card, 2003
Figure 66: ‘When I see a new brand I often buy it to see what it’s like’ – 18-25-year-olds, by gender and age group, 2003
Figure 67: ‘When I see a new brand I often buy it to see what it’s like’ – 18-25-year-olds, by gender and working status, 2003
Figure 68: ‘When I see a new brand I often buy it to see what it’s like’ – 18-25-year-olds, by gender and living arrangements, 2003
 WHAT DO THEY SPEND THEIR MONEY ON?
Technology
Figure 69: ‘I love to buy new gadgets and appliances’ – 18-25-year-olds, by gender and age group, 2003
Figure 70: ‘‘I love to buy new gadgets and appliances’ – 18-25-year-olds, by gender and working status, 2003
Figure 71: 'I love to buy new gadgets and appliances’ – 18-25-year-olds, by gender and living arrangements, 2003
Audio-visual equipment
Mobile phones
Figure 72: Ownership of mobile phones – all adults and 18-25-year-olds, by gender, 2003
Computers
Cars
Figure 73: Attitudes towards car ownership and purchasing – 18-25-year-olds who personally own a car, by gender, 2003
Figure 74: Attitudes towards car ownership and purchasing – those who personally own a car, by gender and age group, 2003
Clothes
Figure 75: ‘I like to keep up with the latest fashions’ – 18-25-year-olds, by gender and age group, 2003
Figure 76: ‘I like to keep up with the latest fashions’ – all adults and 18-25-year-olds, by gender, 2003
Figure 77: ‘I wear designer clothing’ – 18-25-year-olds, by gender and age group, 2003
Figure 78: ‘I spend a lot of money on clothes’ – 18-25-year-olds, by gender and age group, 2003
Figure 79: ‘I really enjoy shopping for clothes’ – 18-25-year-olds, by gender and age group, 2003
 THE MARKETING PERSPECTIVE
YOUNG LEISURE
 MUSIC AND CULTURE
Figure 80: ‘Music is an important part of my life’ – 18-25-year-olds, by gender and age group, 2003
Figure 81: ‘Music is an important part of my life’ – 18-25-year-olds, by gender and working status, 2003
Figure 82: Cultural events/performances attended nowadays – 18-25-year-olds, by gender, 2003
Figure 83: Those going to pop/rock concerts nowadays – 18-25-year-olds, by gender, age group, working status and living arrangements, 2003
Figure 84: Those going to the theatre/plays nowadays – 18-25-year-olds, by gender, age group, working status and living arrangements, 2003
Figure 85: Those going to art galleries nowadays – 18-25-year-olds, by gender, age group, working status and living arrangements, 2003
 SPORT AND EXERCISE
Figure 86: ‘I do some form of sport or exercise at least once a week’ – all adults and 18-25-year-olds, by gender, 2003
Figure 87: ‘I do some form of sport or exercise at least once a week’ – 18-25-year-olds, by gender and age group, 2003
Figure 88: ‘I do some form of sport or exercise at least once a week’ – 18-25-year-olds, by gender and working status, 2003
Figure 89: ‘I do some form of sport or exercise at least once a week’ – 18-25-year-olds, by gender and living arrangements, 2003
Figure 90: Main sports participated in regularly – 18-25-year-olds, by gender, March 2003
Figure 91: Reasons for taking part in sport and exercise – 18-25-year-olds, by gender, March 2003
 EATING OUT AND TAKEAWAYS
Figure 92: ‘I enjoy splashing out on a meal in a restaurant’ – 18-25-year-olds, by gender and age group, 2003
Figure 93: Frequency of visiting restaurants (daytime and evening) – 18-25-year-olds, by gender, 2003
Figure 94: Those who eat out at least once a month (daytime and evening) – 18-25-year-olds, by gender, age group, working status and living arrangements, 2003
Takeaways
 PUBS AND CLUBS
Figure 95: ‘I really enjoy a night out at the pub’ – 18-25-year-olds, by gender and age group, 2003
Figure 96: ‘I really enjoy a night out at the pub’ – all adults and 18-25-year-olds, by gender, 2003
Figure 97: ‘In the evening I often go to a bar/café/pub/club’ – 18-25-year-olds, by gender and age group, 2003
Figure 98: ‘In the evening I often go to a bar/café/pub/club’ – 18-25-year-olds, by gender and working status, 2003
Figure 99: ‘In the evening I often go to a bar/café/pub/club’ – 18-25-year-olds, by gender and living arrangements, 2003
Figure 100: Frequency of drinking in pubs (daytime and evening) – 18-25-year-olds, by gender, 2003
Figure 101: Frequent drinkers in pubs (evenings) – 18-25-year-olds, by gender, age group, working status and living arrangements, 2003
Figure 102: Frequency of visiting nightclubs – 18-25-year-olds, by gender, 2003
Figure 103: Those visiting nightclubs at least once a week – 18-25-year-olds, by gender, age group, working status and living arrangements, 2003
Figure 104: ‘I often go dancing’ – 18-25-year-olds, by gender and age group, 2003
Figure 105: ‘I often go dancing’ – 18-25-year-olds, by gender and working status, 2003
Figure 106: ‘I often go dancing’ – 18-25-year-olds, by gender and living arrangements, 2003
Figure 107: Attitudes towards nightclubs – 18-25-year-olds, by gender, September 2002
 ALCOHOL, CIGARETTES, RECREATIONAL DRUGS
Figure 108: Attitudes towards drinking alcohol – 18-25-year-olds, by gender, May 2003
Figure 109: Drinking alcohol at home – habits and attitudes – 18-25-year-olds, by gender, may 2003
Figure 110: Drinking alcohol away from home – habits and attitudes – 18-25-year-olds, by gender, May 2003
Figure 111: ‘I like to try new drinks’ – 18-25-year-olds, by gender and age group, 2003
Figure 112: Drink most likely to drink at home – 18-25-year-olds, by gender, may 2003
Figure 113: Drink most likely to drink in the pub – 18-25-year-olds, by gender, may 2003
Drugs or alcohol?
Figure 114: ‘Cannabis should be legalised’ – 18-25-year-olds, by gender and age group, 2003
Figure 115: ‘Cannabis should be legalised’ – 18-25-year-olds, by gender and working status, 2003
Cigarettes
Figure 116: Cigarette smokers – 18-25-year-olds, by gender, age group, working status and living arrangements, 2003
 TV, RADIO, RECORDED MUSIC
 NEWSPAPERS, MAGAZINES, BOOKS
Figure 117: Readership of daily newspapers – 18-25-year-olds, by gender, October 2003
Figure 118: Those who have read/bought at least one book in the last month – 18-25-year-olds, by gender, age group and working status, 2003
Figure 119: Those who have bought at least five paperbacks in the last 12 months – 18-25-year-olds, by gender, age group and working status, 2003
 HOLIDAYS
Figure 120: Number of holidays in the last 12 months – 18-25-year-olds, by gender, age group, working status and living arrangements, 2003
Figure 121: ‘When I go on holiday I only want to eat, drink and lie in the sun’ – 18-25-year-olds, by gender and age group, 2003
Figure 122: ‘When I go on holiday I only want to eat, drink and lie in the sun’ – all adults and 18-25-year-olds, by gender, 2003
Figure 123: ‘When I go on holiday I only want to eat, drink and lie in the sun’ – 18-25-year-olds, by gender and working status, 2003
 THE MARKETING PERSPECTIVE
THE FUTURE
Figure 124: ‘I like to enjoy life and don’t worry too much about the future’ – 18-25-year-olds, by gender and age group, 2003
Figure 125: ‘I like to enjoy life and don’t worry too much about the future’ – 18-25-year-olds, by gender and working status, 2003
Debt
Education
Career
Property
Relationships
Having children
Figure 126: ‘What I want most in my life is to have/raise children’ – 18-25-year-olds, by gender and age group, 2003
Figure 127: ‘What I want most in my life is to have/raise children’ – 18-25-year-olds, by gender and living arrangements, 2003
Figure 128: Having children versus career success – 18-25-year-olds, by gender and age, 2003
Travel
Future imperfect?
Too many choices
Lack of direction
‘We are getting older’
Figure 129: An uncertain future for the thresholders, 2003