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Selling to, and Profiting from the Under-25s - UKPublished by: Mintel International Group Ltd. Published: Dec. 1, 2003 - 147 Pages Table of ContentsIntroduction 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 18-25s 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 113 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 AbstractThe last Mintel Lifestyle Special report based on all young adults in their late teens and early twenties was published in 1998. Many of the trends which were identified then are still applicable to people in this age group today, and if anything have become more relevant. The continuing expansion of Higher Education, coupled with the introduction of tuition fees and the replacement of student maintenance grants with loans, has meant that more and more people start their working lives burdened with large amounts of debt. Although property prices may have settled down slightly after the boom of the past few years, buying a home is still out of reach for many in their early twenties. The trend for an 'extended adolescence', during which the behaviour and lifestyles which a decade or two ago were associated mainly with teenagers is apparent throughout the twenties, and sometimes beyond, is still very much in evidence. In 2001 social psychologist Terri Apter coined the phrase 'thresholders' to describe young people between 18 and 24 who 'appear as hybrid, neither teenager nor grown-up, yet both'. More recent research by Terri Apter (2003) found that around half of the thresholders she studied were having problems dealing with life outside the family home, often so confused by the number of choices that face them on leaving education that they become depressed and listless, suffering from 'decision paralysis' as they try to make their way in the world.
This report focuses on those in the 'thresholder' age group, looking at their lifestyles, attitudes and spending habits, and at the differences between those who left school without entering Higher Education and those who are students or graduates. Although a significant proportion, notably women, of this age group do have children, this report concentrates on those who do not, although where especially relevant comment is made regarding those who are already parents.
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