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This report covers: millenium youth, millenium generation, computers, games, machines, in the home, telephone, and, texting, mobile telephone, market, leisure markets, fashion, clothing, work, music, spending, money, savings, bank accounts, branded clothing, buying own clothes,
EXECUTIVE SUMMARY
| Executive Summary |
| The M-Generation — those who will come of age in the first decade of the century — represents the first wave of a technologically-switched-on, affluent generation of young people. |
| In 2000, the under-16s formed 21% of the total population: this proportion will decrease to only 18% by 2011. Young people in the 15 to 19 year-old group represent a rising growth market in the short term: between 1997 and 2005, numbers will have risen by an estimated 10.2%. However, much slower population growth is evident in the 10 to 14 year-old sector, which will increase by only 3.6% over the same period, and numbers will enter long-term decline after 2011. Youth markets are set to become smaller and less lucrative as a portion of the whole. |
| The concept of family has changed rapidly for young people, as divorce rates have increased. Only one in four households now corresponds to the traditional image of two parents and two children. Despite these upheavals, young people are conservative in their views on family life and relationships. Personal relationships are the most important lifestyle priority for young people. Greater economic dependence and, perhaps, less generational conflict, has ensured that today's young people are in many ways closer to their parents than previous generations. They trust their parents more than any other person of authority. The majority believe that their parents have a good balance between life at work and home. They, in turn, would put family first if they had to choose between having a family or a successful job. |
| The M-Generation is turning away from engagement in mainstream politics and is more motivated by local or single-issue political campaigns. They are avid consumers and are heavily influenced by the contemporary cult of celebrity and the technological freedom that mobile telephones and the Internet allow them. The M-Generation is convinced of the value of education, and their educational achievements are rising. An increased majority wants to continue into higher education. However, many young people are very pragmatic about the cost of this move. A significant number of lower- to middle-income families feel that high costs will be a deterrent to their progress and the majority of young people take it for granted that they will have to find some sort of part-time work in order to fund their studies. |
| There is a growing recognition among employers, young people and teachers that the current education system is not equipping young people with good skills in the marketplace. Too much emphasis on assessment and curricular learning has led to dissatisfaction with pupils' social skills engendered by participation in the sports and in the arts. Changes to more vocational and experiential methods of learning are imminent. |
| Young people have recently benefited from increased affluence: more than eight out of ten (82%) say that they have more money now than 2 years ago. Most now receive approximately £6.80 per week in pocket money. The most popular items of expenditure are mobile telephones, clothes and computer games. 82% of 11 to 16 year-olds have their own bank account. |
| New technology is transforming the spending patterns of the M-Generation. Mobile telephones have become a priority item of expenditure and there has been a significant downturn in spending on confectionery and teenage magazines as teenagers spend more on pay-as-you-go cards. There has also been a significant rise in spending on brown goods, since Key Note's last Millennium Youth Market Assessment report in 1999. 39% of young people now own their own personal CD player. 76% of households now have their own PC. Increased access to a PC has fuelled demand for computer and video games. |
| There has been an explosion in short messaging service (SMS) use, growing from a non-existent market to 45 million messages a day over a 4-year period. SMS is proving to be the fastest-growing medium to target the elusive teenage audience, with several leading brands successfully using text message promotions. Customised teenage websites, such as Habbo Hotel, are proving their worth, both as forums for teenagers and platforms for marketers to generate accurate research data. Use of these sites has been stimulated by the creation of new methods of payment, such as Splash Plastic, which allow teenagers to buy goods and services online. |
TABLE OF CONTENTS
| Executive Summary | |
| 1. Introduction | |
| THE FOCUS | 3 |
| 2. Strategic Overview | |
| DEMOGRAPHICS | 4 |
| Population Projections | 4 |
| Table 1: UK Population Projections by Sex by Age (%), 1961, 1991, 2000, 2011 and 2025 | 4 |
| Table 2: UK Population Projection of the M-Generation by Age (000 and %), 1997, 2000, 2002 and 2005 | 5 |
| Changing Household Structure | 5 |
| Table 3: Households in Great Britain by Size (%, million and number), 1961, 1971, 1981, 1991 and 2001 | 6 |
| Table 4: Households by Type of Household and Family (% and million), 1961, 1971, 1981, 1991 | |
| and 2001 | 7 |
| The Economy and Millennium Youth | 8 |
| 3. Education | |
| EDUCATIONAL ACHIEVEMENTS OF TEENAGERS | 9 |
| Table 5: Number of Pupils in England Reaching or Exceeding Expected Standards by Key Stage and Gender (%), 2001 | 9 |
| Table 6: Examination Achievements of Pupils in Schools in England and Wales by Gender by Ethnic Origin | |
| (%), 2000 | 10 |
| Attitudes Towards Examinations and Employment Prospects (S1) | 11 |
| Table 7: Attitudes Towards Examinations and Employment Prospects (% of respondents), 2002 | 12 |
| STUDENTS IN HIGHER EDUCATION | 13 |
| Table 8: Students in UK Higher Education by Course and Gender (000), 1970/1971-2000/2001 | 13 |
| THE COST OF HIGHER EDUCATION | 13 |
| Attitudes Towards the Cost of Higher Education (S2) | 14 |
| Attitudes Towards Continuing in Higher Education (S3) | 14 |
| Table 9: Attitudes Towards Higher Education (% of respondents), | |
| 2002 | 15 |
| Attitudes Towards Working and Saving (S4) | 16 |
| Attitudes Towards Working While Studying (S5) | 16 |
| Table 10: Attitudes Towards Working/Saving/Higher Education (% of respondents), 2002 | 17 |
| TRENDS IN EDUCATION | 18 |
| Examinations and Assessments | 18 |
| Employers’ Attitude to Education | 18 |
| Employment and the New Deal | 19 |
| Table 11: People Entering Employment Through the New Deal by Age and Type of Employment | |
| (%), 1998-2001 | 19 |
| 4. Profiles of Millennium Youth | |
| IMAGE AND IDENTITY | 20 |
| Snapshots | 20 |
| Playing it Safe — The Protected Generation | 20 |
| Beliefs and Values — Key Determinant Factors | 21 |
| ATTITUDES TOWARDS | |
| SOCIETY | 22 |
| Table 12: Attitudes Towards Parents and Other Authorities (%), 2002 | 22 |
| Attitudes TOWARDS | |
| Politics | 23 |
| Attitudes TOWARDS sex | 23 |
| Table 13: Most Trusted Authority On Sex And Growing Up (%), 2002 | 24 |
| ATTITUDES TOWARDS | |
| THE FAMILY | 24 |
| Attitudes TOWARDS Work | 25 |
| The Work/Life Balance | 25 |
| Attitudes Towards Parents’ Work/Home Life Balance (S6) | 25 |
| Attitudes Towards Choosing Between Family and Job (S7) | 25 |
| Table 14: Attitudes Towards Balance Between Work and Home Life (% of respondents), 2002 | 26 |
| Health | 27 |
| Attitudes Towards Europe and National Identity | 27 |
| Table 15: Attitudes Towards Britain (%), 2002 | 28 |
| 5. The Young Consumer | |
| Pocket Money | 29 |
| Table 16: Ranking of 11 to 16 Year-Olds Receiving the Most Pocket Money by Region (£), 2002 | 29 |
| Figure 1: 11 to 16 Year-Olds Receiving the Most Pocket Money by | |
| Region (£), 2002 | 30 |
| OVER-15S, MONEY AND | |
| POVERTY | 30 |
| ATTITUDES TOWARDS MONEY/BANK AND SAVINGS ACCOUNTS | 31 |
| Attitudes Towards Money (S8) | 31 |
| Bank And Savings Accounts (S9) | 31 |
| Table 17: Attitudes Towards Money/Bank and Savings Accounts | |
| (% of respondents), 2002 | 32 |
| BUYING OWN LEISURE | |
| PRODUCTS | 33 |
| Buying Own Music (S10) | 33 |
| Buying Own Computer Games and Magazines (S11) | 33 |
| Table 18: Buying Own Music, Computer Games and Magazines | |
| (% of respondents), 2002 | 34 |
| TEENAGE ONLINE-SPENDING PATTERNS | 35 |
| THE IMPACT OF EXPENDITURE ON MOBILE TELEPHONES | 35 |
| 6. Key Markets and Consumer Behaviour | |
| HOME ENTERTAINMENT | 36 |
| Television and Video Ownership and Viewing Patterns | 36 |
| Table 19: Percentage of Children with a Television or Video in Their Own Room by Gender by Age | |
| (%), 2001 | 36 |
| Figure 2: Percentage of Children with a Television or Video in Their Own Room by Gender by Age | |
| (%), 2001 | 36 |
| Table 20: Satellite Channel Viewed in Preceding Week (%), 2001 | 37 |
| Favourite TV Programmes | 37 |
| Table 21: Favourite Television | |
| Programmes of Children Aged 11 to 16 Years Old by Gender | |
| (%), 2002 | 38 |
| Music Equipment Ownership | 38 |
| Table 22: Ownership of Music Equipment and CDs/Albums | |
| (%), 2002 | 39 |
| Figure 3: Ownership of Music Equipment and CDs/Albums | |
| (%), 2002 | 39 |
| The CD and Cassette Market | 40 |
| Table 23: The UK CD and Cassette Market by Value at Current Prices (£m and index 1999=100), 1999-2002 | 40 |
| Figure 4: The UK CD and Cassette Market by Value at Current Prices (£m), 1999-2002 | 40 |
| Trends in the Music Industry | 41 |
| INFORMATION AND COMUNICATION TECHNOLOGY | 41 |
| Access To Information and Communication Technology | 41 |
| Table 24: Household Access to ICT by Key Stage of Child (%), 2001 | 42 |
| Table 25: Household Access to ICT by Social Grade of Child (%), 2001 | 43 |
| The Home Personal Computer Market | 44 |
| Table 26: The UK Market for Personal Computers by Sector by Value and Volume (£m at msp and 000 units), 1997-2002 | 44 |
| Figure 5: The UK Market for PCs by Sector by Value (£m at msp), | |
| 1997-2002 | 45 |
| Computers and Games Machines in the Home | 45 |
| Table 27: Percentage of Children Having a Personal Computer or Games Machine at Home by Gender by Age (%), 1999 | 46 |
| Figure 6: Percentage of Children Having a Personal Computer or Games Machine at Home by Gender by Age (%), 1999 | 46 |
| The M-Generation and Video and Computer Games | 46 |
| The Video and Computer Games Market | 47 |
| Table 28: The UK Video and Computer Games Market by Value at Current Prices (£m and index 1997=100), | |
| 1997-2001 | 48 |
| TELEPHONES AND TEXTING | 48 |
| The Mobile Telephone Market | 48 |
| Table 29: The UK Cellular Telecommunications Market by Value at Current Prices (£bn and index 1997=100), 1997-2002 | 49 |
| Figure 7: The UK Cellular Telecommunications Market by Value at Current Prices (£bn), | |
| 1997-2002 | 49 |
| Table 30: The UK Cellular Telecommunications Market by Volume (million call minutes | |
| and %), 1997-2001 | 50 |
| Figure 8: The UK Cellular Telecommunications Market by Volume (million call minutes), | |
| 1997-2001 | 50 |
| Trends in the Mobile Telephone Market | 50 |
| Patterns in Mobile Telephone Ownership | 51 |
| Short Messaging Service | 52 |
| LEISURE MARKETS | 52 |
| Trends in the Teenage Magazine Market | 52 |
| Table 31: Audited Circulation of Leading Teenage Magazines, July to December 2001 | 53 |
| The Teenage Magazine Market by Volume and Value | 53 |
| Table 32: The UK Teenage Magazine Market by Value at Current Prices | |
| (£m and index 1997=100), | |
| 1997-2002 | 54 |
| Figure 9: The UK Teenage Magazine Market by Value at Current Prices (£m), 1997-2002 | 54 |
| The M-Generation and Fashion | |
| Trends | 55 |
| The M-Generation Clothing | |
| Market | 56 |
| Table 33: The UK Clothing Market | |
| for 15 to 24 Year-Olds by Sector by Value at Current Prices (£m), | |
| 1997-2002 | 56 |
| Attitudes Towards Branded | |
| Clothing (S12) | 56 |
| Buying Own Clothes (S13) | 56 |
| Table 34: Attitudes Towards Branded Clothing and Buying Own Clothes | |
| (% of respondents), 2002 | 57 |
| 7. Advertising and Marketing | |
| Short messaging service Marketing | 58 |
| ONLINE MARKETING AND THE TEENAGER | 58 |
| Habbo Hotel | 59 |
| Advertising | 59 |
| 8. Consumer Dynamics | |
| RESEARCH OVERVIEW | 61 |
| Table 35: Summary of NOP Research (% of respondents), 2002 | 61 |
| ATTITUDES TOWARDS | |
| EDUCATION | 62 |
| Attitudes Towards Examinations and Employment Prospects (S1) | 62 |
| Table 36: Attitudes Towards Examinations and Employment Prospects (% of respondents), | |
| 2002 | 63 |
| Attitudes Towards the Cost of Higher Education (S2) | 64 |
| Attitudes Towards Continuing in Higher Education (S3) | 64 |
| Table 37: Attitudes Towards Higher Education (% of respondents), | |
| 2002 | 65 |
| Attitudes Towards Working and Saving (S4) | 66 |
| Attitudes Towards Working While Studying (S5) | 66 |
| Table 38: Attitudes Towards Working/Saving/Higher Education | |
| (% of respondents), 2002 | 67 |
| ATTITUDES TOWARDS WORK AND HOME | 68 |
| Attitudes Towards Parents’ Work/Home Life Balance (S6) | 68 |
| Attitudes Towards Choosing Between Family and Job (S7) | 68 |
| Table 39: Attitudes Towards Balance Between Work and Home Life (% of respondents), 2002 | 69 |
| ATTITUDES TOWARDS MONEY/BANKS AND SAVINGS ACCOUNTS | 70 |
| Attitudes Towards Money (S8) | 70 |
| Bank and Savings Accounts (S9) | 70 |
| Table 40: Attitudes Towards Money/Bank and Savings Accounts | |
| (% of respondents), 2002 | 71 |
| BUYING OWN MUSIC/COMPUTER GAMES AND MAGAZINES | 72 |
| Buying Own Music (S10) | 72 |
| Buying Own Computer Games and Magazines (S11) | 72 |
| Table 41: Buying Own Music, Computer Games and Magazines (% of respondents), 2002 | 73 |
| ATTITUDES TOWARDS | |
| CLOTHING | 74 |
| Attitudes Towards Branded Clothing (S12) | 74 |
| Buying Own Clothes (S13) | 74 |
| Table 42: Attitudes Towards Branded Clothing and Buying Own Clothes (% of respondents), 2002 | 75 |
| 9. The Future | |
| DEMOGRAPHICS | 76 |
| THE MOBILE TELEPHONE | |
| MARKET | 76 |
| Online Shopping | 76 |
| marketing | 77 |
| Future Spending Patterns | 77 |
| 11. Further Sources | |
| Associations | 78 |
| Publications and Publishers | 79 |
| General Sources | 79 |
| Bonnier Information Sources | 80 |
| Government Sources | 81 |
| Other Sources | 82 |
| Understanding TGI Data | |
| Number, Profile, Penetration | 83 |
| Social Grade | 84 |
| Standard Region | 84 |
| Key Note Research | |
| The Key Note Range of Reports |
Text © 2002 Key Note
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Last updated by Amanda Porteous 2002
