Generation Y Market Assessment 2007

Published by: Key Note Publications Ltd

Published: May. 1, 2007 - 202 Pages

Table of Contents

Executive Summary

1. Introduction

OVERVIEW

DEFINITION

2. Strategic Overview

HOW MANY GENERATION Y ADULTS ARE THERE?

Table 1: The Number of Generation Y Adults in the UK

(000 and %), 2004-2007

Figure 1: The Number of Generation Y Adults

in the UK (000), 2004-2007

ADULTS OR CHILDREN?

Table 2: The Estimated Living Arrangements of

Generation Y Adults in the UK (000 and %), 2007

Table 3: Ownership Profile of Housing in England

(number and %), 2004/2005

Table 4: Weekly Household Expenditure on Housing

in the UK (£ and %), 2005/2006

THE MARS BAR GENERATION

Table 5: Time Spent on Main Activities a Day in the UK

(minutes per day and index all adults=100), 2005

Table 6: Marital Status of Generation Y Adults in Great Britain (% and index all adults=100), 2005

Figure 2: Marital Status of Generation Y Adults

in Great Britain (%), 2005

Table 7: Economic Activity of Generation Y Adults

in the UK (000 and %), 2005/2006

THE TECHNOLOGY GENERATION

Table 8: Adults With Broadband Internet Access at Home

(% of respondents), 2006

Table 9: Ownership of Mobile Telephones in Great Britain

(% of respondents), 2006

Table 10: Penetration of Non-Voice Communication Undertaken by Mobile Telephone Owners

in the Last Month (% of respondents), 2006

Table 11: The Desire of Broadband Users to Access

Value-Added Services (% of respondents), 2006

THE WORKING GENERATION

The Service Generation

Table 12: Social Grade Classification Based on Current or

Last Job in Great Britain (% and index all adults=100), 2005

Table 13: Working Status† of Generation Y Adults

in the UK (000 and %), 2005/2006

Table 14: Industry Sectors in Which Generation Y Adults Work In in the UK (% of employees and index all adults=100),

2005/2006

The i-Worker

Table 15: Preference for Using a Mobile Telephone Rather Than a Main Home Telephone When Contacting People

(% of respondents), 2006

A MATERIALISTIC GENERATION

Concerns of Generation Y Adults

Table 16: Worry† About Crime in Great Britain by Age and Sex

(% of respondents and index all adults=100), 2004/2005

Leisure Activities

Table 17: Time Spent on Main Leisure Activities in the UK

(minutes per day and index all adults=100), 2005

Table 18: Time Spent on Main Leisure Activities

by Generation Y Adults by Sex (minutes per day), 2005

Drinking

Table 19: Those Who Drank Alcohol in the Last Week and Average Number of Drinking Days by Sex and Age

in Great Britain (% of adults and number), 2005

Table 20: Drinking Alcohol in the Last Week

by Sex and Age in Great Britain (% of adults), 2005

Table 21: Weekly Household Expenditure on Alcoholic Drinks, Tobacco and Narcotics (£, % and index all households=100),

2005/2006

Table 22: Frequent Pub Usage by Occasion for Visit and Time of Visit (% of respondents and index all adults=100), 2007

A GENERATION WITH MONEY TO SPEND

Generation Y Income

Table 23: Income from Employment of Generation Y Adults in the UK (million, £, £m and %), 2002-2006

Table 24: Gross and Disposable Income for Generation Y Adults in the UK (£m and %), 2002-2006

Table 25: Final Disposable Income for Generation Y Adults

(£m and %), 2002-2006

Generation Y Expenditure

Table 26: Estimated Share of Consumer Expenditure Accounted for by Generation Y Adults in the UK (£m and %), 2002-2006

Pattern of Spending

Table 27: Weekly Expenditure by Generation Y Households and All Households by Spending Category

(£, index all households=100 and %), 2005/2006

Debt and Savings Among Young People

Table 28: Saving and Investment Habits of Generation Y Adults (% of respondents), 2006

Table 29: Satisfaction of Generation Y Adults With Their Main Bank/Building Society (% of respondents), 2007

3. Foodservice

INTRODUCTION

Takeaways and Home Delivery Outlets

Eat-In Restaurants

MARKET SIZE AND TRENDS

Table 30: Total UK Consumer Expenditure on Foodservice†

at Current Prices (£m at rsp), 2002-2006

Figure 3: Total UK Consumer Expenditure on Foodservice

at Current Prices (£m at rsp), 2002-2006

Table 31: Estimated Expenditure by Generation Y Adults

on Foodservice† at Current Prices (£m at rsp and %),

2005 and 2006

GENERATION Y SPENDING PATTERNS

Table 32: Average Weekly Expenditure on Catering Services

by Generation Y Households and All Households

(£, % and index all households=100), 2005/2006

Table 33: Estimated Breakdown of Generation Y Expenditure on Catering Services (£m and %), 2006

GENERATION Y PREFERENCES

Usage of Restaurants

Table 34: Usage of Restaurants by Type

(% of respondents and index all adults=100), 2006

Visitors to Fast-Food Restaurants

Table 35: Usage of a Fast-Food Outlet† for a Sit-Down Meal

or Takeaway in the Last 6 Months

(% of respondents and index all adults=100), 2006

The Health Factor

Table 36: Those Who Have Made No Changes to Their

Fast-Food Eating Habits Due to Health Factors

(% of respondents and index all adults=100), 2006

Table 37: The Strategies Employed by Those Who Have Made Changes to Their Fast-Food Eating Habits Due to Health Factors (% of respondents and index all adults=100), 2006

CONCLUSION

4. Leisure

INTRODUCTION

MARKET SIZE AND TRENDS

Table 38: Total UK Consumer Expenditure on Leisure and Recreation Goods and Services at Current Prices

(£m), 2002-2006

Figure 4: Total UK Consumer Expenditure on Leisure and Recreation Goods and Services at Current Prices

(£m), 2002-2006

Table 39: Estimated Expenditure by Generation Y Adults on Leisure and Recreation Goods and Services

at Current Prices (£m), 2005 and 2006

GENERATION Y SPENDING PATTERNS

Table 40: Average Weekly Expenditure on Leisure and Recreation Goods and Services by Generation Y

Households and All Households

(£, % and index all households=100), 2005/2006

Table 41: Estimated Breakdown of Generation Y Expenditure on Leisure and Recreation Goods and Services

(£m and %), 2006

GENERATION Y PREFERENCES

Home Viewing and Listening

Table 42: Ownership of Home-Entertainment Products and Services (% of respondents and index all adults=100), Q2 2006

Table 43: Frequency of Internet Usage in the Last 3 Months

(% of adults and index all adults=100), January-April 2006

Table 44: Listening to the Radio by Generational Group

(% of adults, hours per week and index all adults=100),

Quarter Ending December 2006

Sporting and Cultural Events

Table 45: Participation In, or Attendance At, at Least

One Type of Activity in the Past 12 Months

(% of adults and index all adults=100), 2005/2006

Sports

Table 46: Main Reason for Participating In at Least One

Type of Active Sport in the Past 12 Months

(% of adults and index all adults=100), 2005/2006

Table 47: Adults Who Belong To, or Visit Regularly,

Sports Clubs by Type of Club

(% of respondents and index all adults=100), 2006

Table 48: The Most Popular Sports Among Generation Y Adults (% participating regularly or occasionally

and index all adults=100), 2006

The Arts and Cultural Events

Table 49: Attendance of an Art Gallery or Art Exhibition by Frequency (% of respondents and index all adults=100), 2006

Leisure Day Trips

Table 50: Leisure Trips Taken in England by Generation Y Adults (% of adults and index all adults=100), 2005

Table 51: Outings Taken in the Last 12 Months

(% of respondents and index all adults=100), 2006

Reading Habits

Table 52: Average Issue Readership Estimates for Selected Magazines† in Great Britain for Generation Y Adults

(000, % and index population=100), January-December 2006

Table 53: The Key Factors† Influencing Newspaper Readership (% of respondents and index all adults=100), 2006

Table 54: Average Issue Readership Estimates for Newspapers in Great Britain (000, % and index population=100),

January-December 2006

Table 55: Preference for a Local/Regional Paper

Rather Than a National Newspaper

(% of respondents and index all adults=100), 2006

Table 56: Attitudes Towards Access to News

Via E-Mail and Mobile Telephone

(% of respondents and index all adults=100), 2006

Gardening and DIY

Gambling

CONCLUSION

5. Food

INTRODUCTION

MARKET SIZE AND TRENDS

Table 57: Total UK Consumer Expenditure on Food

and Non-Alcoholic Drinks at Current Prices

(£m at rsp), 2002-2006

Figure 5: Total UK Consumer Expenditure on Food

and Non-Alcoholic Drinks at Current Prices

(£m at rsp), 2002-2006

Table 58: Estimated Expenditure by Generation Y Adults on Food and Non-Alcoholic Drinks (£m and %), 2005 and 2006

GENERATION Y SPENDING PATTERNS

Table 59: Average Weekly Expenditure on Food and

Non-Alcoholic Drinks by Generation Y Households and

All Households (£, % and index all households=100),

2005/2006

Table 60: Share of Average Weekly Expenditure on Food and Non-Alcoholic Drinks by Generation Y Households

(% and index all households=100), 2005/2006

Table 61: Estimated Breakdown of Generation Y Expenditure on Food and Non-Alcoholic Drinks (£m and %), 2005 and 2006

GENERATION Y PREFERENCES

Factors Influencing Eating and Cooking Habits

Table 62: Factors Influencing Cooking and Eating Habits

(% of respondents and index all adults=100), 2006

Meat and Meat Products

Fish and Fish Products

Fruit and Vegetables

Milk and Dairy Products

Table 63: Consumption of Cholesterol-Lowering Margarines and Probiotic Yogurt Drinks (% of respondents), 2006

Bread, Cakes, Biscuits and Cereals

CONCLUSION

6. Holidays

INTRODUCTION

MARKET SIZE AND TRENDS

Table 64: Total UK Consumer Expenditure on Travel

and Tourism (£m), 2005 and 2006

Table 65: Estimated Expenditure by Generation Y Adults on Travel and Tourism (£m), 2005 and 2006

GENERATION Y SPENDING PATTERNS

Table 66: Average Weekly Expenditure on Holidays

by Generation Y Households and All Households

(£, % and index all households=100), 2005/2006

Table 67: Average Weekly Expenditure on Holidays

by Generation Y Households and All Households as a Percentage of Total Average Weekly Household Expenditure (% and index all households=100), 2005/2006

GENERATION Y PREFERENCES

UK Holidays Versus Holidays Abroad

Table 68: Destination of Most Recent Holiday

(% of respondents and index all adults=100), 2006

Table 69: Those Who Have Taken One, Two or Three or More Holidays in the British Isles in the Last 12 Months

(% of respondents and index all adults=100), 2005

Table 70: Those Who Have Taken One, Two or Three or More Holidays Abroad in the Last 12 Months

(% of respondents and index all adults=100), 2005

Short Breaks Versus Long Holidays

Table 71: Duration of Most Recent Holiday

(% of respondents and index all adults=100), 2006

Package Versus Independent Holidays

Factors Prompting Most Recent Holiday

Table 72: Factors Prompting Most Recent Holiday

(% of respondents and index all adults=100), 2006

CONCLUSION

7. Clothing and Footwear

INTRODUCTION

MARKET SIZE AND TRENDS

Table 73: Total UK Consumer Expenditure on Clothing

and Footwear at Current Prices (£m at rsp), 2002-2006

Figure 6: Total UK Consumer Expenditure on Clothing

and Footwear at Current Prices (£m at rsp), 2002-2006

Table 74: Estimated Expenditure by Generation Y Adults on Clothing and Footwear (£m), 2005 and 2006

Table 75: Share of Total Spending Taken by Generation Y Adults in the Main Segment of the Clothing and Footwear Markets (£m and %), 2006

GENERATION Y SPENDING PATTERNS

Table 76: Average Weekly Expenditure on Clothing and Footwear by Generation Y Households and All Households

(£, % and index all households=100), 2005/2006

Table 77: Average Weekly Expenditure on Clothing and Footwear by Generation Y Households and All Households as a Percentage of Total Average Weekly Household Expenditure (% and index all households=100), 2005/2006

Table 78: Estimated Breakdown of Generation Y Expenditure on Clothing and Footwear (£m and %), 2005 and 2006

GENERATION Y PREFERENCES

The Move Away from Formality

Preference for Brands and Couture Labels

Table 79: Retail Outlets Used for Buying Clothing and Footwear (% of respondents and index all adults=100), 2005

CONCLUSION

8. Supermarkets

INTRODUCTION

GENERATION Y PREFERENCES

Tendency to Use Supermarkets

Table 80: Type of Shop Used for the Regular Main Grocery Shopping (% of respondents and index all adults=100), 2006

Non-Food Items

Table 81: The Use of Supermarkets for Non-Food Items

(% of respondents and index all adults=100), 2006

Own Label

Table 82: Attitudes Towards Supermarket Own Labels

(% of respondents and index all adults=100), 2006

CONCLUSION

9. PEST Analysis

POLITICAL FACTORS

ECONOMIC FACTORS

SOCIAL FACTORS

TECHNOLOGICAL FACTORS

10. International Perspective

NUMBER OF GENERATION Y ADULTS

Table 83: The Generation Y Population in Selected Countries (% and million), Latest Available Year

GENERATION Y IN THE US

11. Consumer Dynamics

INTRODUCTION

Summary of Results

Decisions Affecting Later Life

Table 84: Summary of Results Relating to Decisions Affecting Later Life by Age (% of respondents), 2007

Use of Professional Services

Table 85: Summary of Results Relating to Use of Professional Services by Age (% of respondents), 2007

HOME OWNERSHIP

Table 86: Home Ownership Among Generation Y Adults

(% of respondents), 2007

PENSION CONTRIBUTIONS

Table 87: Pension Contributions Among Generation Y Adults (% of respondents), 2007

SAVINGS AND WILLS

Table 88: Savings and Wills Among Generation Y Adults

(% of respondents), 2007

USE OF ESTATE AGENTS AND ACCOUNTANTS

Table 89: Use of Estate Agents and Accountants

by Generation Y Adults (% of respondents), 2007

USE OF LEGAL SERVICES

Table 90: Use of Legal Services by Generation Y Adults

(% of respondents), 2007

Table 91: Reasons for Use of Legal Services

by Generation Y Adults (% of respondents), 2007

FUTURE USE OF ESTATE AGENTS AND LEGAL SERVICES

Table 92: Future Use of Estate Agents and Legal Services

by Generation Y Adults (% of respondents), 2007

12. The Future

MARKET FORECASTS

Table 93: The Forecast Number of Generation Y Adults

in the UK (000 and %), 2008, 2010, 2015 and 2020

Figure 7: The Forecast Number of Generation Y Adults

in the UK (000), 2008, 2010, 2015 and 2020

13. Consumer Confidence

METHODOLOGY

KEY FINDINGS THIS QUARTER

THE WILLINGNESS TO BORROW

Confidence Improves

Table A: The Average Amount Consumers Are Willing

to Borrow in Order to Purchase Expensive Items

at Current and Constant November 2004 Prices

(£ and £bn), February 2006-2007

Willingness to Borrow Slips Slightly

Table B: The Number of Adults Willing to Borrow in Order

to Purchase Expensive Items (000 and %), February 2006-2007

SPENDING FROM SAVINGS

Slight Increase in Spending from Savings

Table C: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase Expensive Items

at Current and Constant November 2004 Prices

(£ and £bn), February 2006-2007

Saving Grows in Relative Importance

Table D: The Average Amounts Adults Are Confident Spending to Purchase Expensive Items (£ and %), February 2006-2007

14. Further Sources

Publications

General Sources

Government Sources

Other Sources

Bisnode Sources

Abstract

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