Marketing to Young Adults - UK - March 2016


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Mintel

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Whilst it may be possible to buy the attention of young adults in the short run, brands looking to foster long lasting relationships will need to look beyond price promotions and discounting. Hiring and rental services present a strong option for brands looking to engage with young adults, offering the age group access to products, services and experiences that may otherwise be prohibitively expensive.

Table of Content

Overview

What you need to know
Definitions

Executive Summary

Proportion of young adults in full-time education continues to grow
Television advertising dominates awareness
Figure 1: Places where adverts grabbed young adults’ attention in the past month, December 2015
Price promotions most likely to grab young adults’ attention
Figure 2: Factors young adults find most engaging in advertising, December 2015
Engaging with young adults through in-store advice and tutorials
Figure 3: In-store initiatives that appeal to young adults, December 2015
Young adults and the sharing economy
Figure 4: Products and services young adults have or would be prepared to borrow/hire, December 2015
What we think

Issues and Insights

Engaging with young men
The facts
The implications
Transcending the issue of price
The facts
The implications

The Market – What You Need to Know

Young adults; a small but crucial population
Proportion of young adults in full-time education continues to grow
Number of NEETs continues to fall
Smartphone ownership proves nearly universal
Media habits of young adults

Market Drivers

Young adults; a small but crucial population
Figure 5: Share of population age 16-24, 2010-20
Proportion of young adults in full-time education continues to grow
Figure 6: Changes in proportion of young adults aged16-24 in full-time education, by gender, 1995 and 2015
Boosting the diversity of recruits
Number of NEETs continues to fall
Figure 7: People aged 16-24 who were not in education, employment or training (NEET), UK, July-September 2013 – July-September 2015
Growing proportion of young adults live at home
Figure 8: Young adults aged 16-24 living with their parents, by gender, UK, 1996 vs 2015
Smartphone ownership proves nearly universal
Figure 9: Personal ownership of consumer technology products, by demographics, September 2015
Media habits of young adults
Figure 10: Young adults’ media usage habits, December 2014

The Consumer – What You Need to Know

Television advertising dominates awareness
Online channels enjoy high levels of awareness
Marketing BPC to young men
Price promotions most likely to grab young adults’ attention
Promoting healthy living
Video and banner advertising deemed annoying
Try-before-you-buy appeals to nearly three in five
Bolstering the in-store experience
Young adults and the sharing economy

Influence of Advertising

Television advertising dominates awareness
Figure 11: Places where adverts grabbed young adults’ attention in the past month, December 2015
Online channels enjoy high levels of awareness
Ad recall reflects spending priorities
Figure 12: Sectors with most memorable adverts in the past month, December 2015
Marketing BPC to young men
Figure 13: Proportion of young adults who can recall advertising for BPC products in the past month, by gender, December 2015

Appealing to Young Adults in Advertising

Price promotions most likely to grab young adults’ attention
Figure 14: Factors young adults find most engaging in advertising, December 2015
Targeting young adults
Promoting healthy living
Figure 15: Ella Woodward for Amanda Wakeley, January 2016
Representing social diversity
Figure 16: Cosmopolitan magazine #IamBeauty campaign, January 2016

Attitudes towards Types of Advertising

Television advertising strikes a chord with young women
Figure 17: Young adults’ perceptions of selected types of advertising, December 2015
Figure 18: Young adults’ perceptions of selected types of advertising, December 2015
Video and banner advertising deemed annoying
Figure 19: YouTube Red subscription service, October 2015
Making print advertising more informative

In-store Inspiration

Financial incentives most likely to drive in-store traffic
Figure 20: In-store initiatives that appeal to young adults, December 2015
Try-before-you-buy appeals to nearly three in five
In-store advice and tutorials
Figure 21: The Body Coach and Hemsley + Hemsley Instagram account screengrabs, February 2016
Bolstering the in-store experience

Young Adults and the Sharing Economy

Young adults and the sharing economy
Figure 22: Products and services young adults have or would be prepared to borrow/hire, December 2015
Emphasis on experiences over possessions

Appendix – Data Sources, Abbreviations and Supporting Information

Data sources
Abbreviations
Correspondence analysis

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