Young Adults Living Arrangements

18-24 year old adults undergo an important transition phase both as individuals and consumers. They become increasingly independent as consumers of CPG’s, demonstrating new patterns of buying behavior that can be capitalized upon by marketers. The report quantifies the number of young adults living in different housing arrangements and how this affects their consumption behavior.

Scope:

18-24 household groups: living with parents, house sharers, cohabiters, single person households

Number of 18-24 year olds in household group each from 1997, 2002, 2007, by country.

Individual and societal influences shaping young adult living arrangements.

Analysis of young adults’ need states, lifestyles and buying behavior and the implications for CPG players based on their residential status.

Report Highlights: Young adults living at home have a greater propensity to use their incomes to buy higer value items often as an assertion of their independence and to build self identity.

House sharing is experiencing the most significant growth, although it remains the least popular living arrangement for young adults with only 1.62 million 18-24 year olds residing in such a manner in 2002. Cohabitation is the most common form of household arrangement for young adults residing outside of the parental home.

Marketers need to increasingly refine products, communication and distribution channels to satisfy their specific requirements.

Reasons to Purchase:

• Understand how living arrangements of young adults fundamentally impact their needs, lifestyles and CPG consumption behavior.
• Refine and enhance you marketing strategy to more effectively target young adults.