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Social Studies / REPORT INFORMATION

Marketing to Tomorrow's Consumer - UK

DateSep, 2006
Pages249
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Abstract:
 Mintel's Special Report Series are unique research findings that shed essential light on British attitudes, hopes, fears and desires.

By providing a comprehensive picture of the UK consumer, Mintel's special reports generally make newsworthy material for the national press, television and radio. Every report provides a thorough analysis of specialist sectors, breaking down often-complex sectors into easy to understand sections - analysed thoroughly to present the marketing opportunities and weaknesses.

Titles in this prestigious series include British Lifestyles, Sponsorship, Health & Fitness, Holidays and Consumer Shopping Habits.


Table of contents:
ISSUES IN THE MARKET
THE INSTANT SOCIETY
Mintel research
Mintel-commissioned research
Definitions
ACORN
Definitions
ABBREVIATIONS


INSIGHTS AND OPPORTUNITIES
Work schedule or social schedule?
Online targets
Fast and fresh (Food)
Family finance
Stressed and stretched


LIFESTYLE SECTOR IN BRIEF
THREE IN FOUR ARE BUSY, MORE THAN HALF HAVE STRESSFUL LIVES
HOW DO PEOPLE REACT TO STRESS (OR LACK OF IT)?
Figure 1: Stress typologies, overview, June 2006
Never a Dull Moment (22%)
Pulled in all Directions (21%)
Perfectly Balanced (21%)
Taking It Easy (14%)
Less Stress (12%)
Discontented (10%)
FAMILIES TAKE TIME (AND ARE FOR LIFE)
THE JOY OF TEXT, AND OTHER WAYS OF KEEPING IN TOUCH
SMOOTHING THE PATH OF DAILY LIFE
FAST FOOD NATION? PROBABLY NOT
FOR OLDER WORKERS, NEW TECHNOLOGY IS BETTER THAN THE TYRANNY OF THE TELEPHONE
SPONTANEOUS LEISURE
BUSY DOING NOTHING (OR GUILTY DOING NOTHING?)
SPEEDING UP OR SLOWING DOWN?
‘NOTHING GOES BACKWARDS’ - THE INSTANT SOCIETY IN FUTURE
Figure 2: Future thoughts, June 2006

SECTOR ENVIRONMENT
Almost two thirds are currently online...
Figure 3: Internet penetration (either at home, work or elswhere), May 2001-May 2006
The advent of broadband
Almost seven in ten Internet users have purchased from the Internet recently
Figure 4: Websites actually purchased from in the last three months, 2002-06
MOBILE PHONE OWNERSHIP IS VIRTUALLY UBIQUITOUS...
Figure 5: Mobile phone penetration, 2002-06
...especially amongst children
OTHER FAST-MOVING TECHNOLOGY...
Figure 6: Ownership of new technology, April-June 2005 and Jan-March 2006
THE MERGING OF TECHNOLOGIES
FACTORS OTHER THAN NEW TECHNOLOGY THAT LEAD TO A FAST-PACED SOCIETY
Figure 7: Thoughts on factors other than new technology, causing increased stress and a fast-paced society, June 2006

INNOVATIONS
NON-TECHNOLOGICAL INNOVATIONS
Fast food?
Anti-ageing
Instant rejuvenation?
Food for thought
TECHNOLOGICAL INNOVATIONS
The effects on children
Interactivity, blogging and online communities - a world full of biographers
Convergence of technologies - the race for the all-in-one item
Apple - in pursuit of the living room
VoIP (Voice over Internet Protocol)
It’s all gone digital - PVR/DVR - People are their own editors
Proactive viewing
Subscription model
Techie help
Dixons Group's new US-inspired service initiative

HOW STRESSED ARE WE?
‘I HAVE A BUSY LIFESTYLE’
Figure 8: ‘I have a busy lifestyle’, summary of consumer variations, June 2006
‘MY LIFE IS STRESSFUL’
Figure 9: ‘My life is stressful’, summary of consumer variations, June 2006
Stress is reserved for the pre-/no family and family lifestages...
...leaving older adults feeling the least pressured
‘THERE ARE TOO MANY CONFLICTING DEMANDS ON MY TIME’
Figure 10: ‘There are too many conflicting demands on my time’, summary of consumer variations, June 2006
Families are one of the main sources of conflicting demands
STRESS TYPOLOGIES
Figure 11: Stress typologies, June 2006
Figure 12: Stress typologies, by level of agreement/disagreement with disposition statements, June 2006
Pre-/no family
Family
Older
Figure 13: Stress typologies, by gender and lifestage, June 2006
The qualitative dimension
Addicted to stress
Run ragged
Busy and loving It
Bored and restless
Guiltily Chilled
Happily Chilled
Perfectly Balanced
KEEPING INFORMED
Around three in ten adults feel better informed than five years ago...
Comparing your life now with five years ago, which of the following do you agree with?
Figure 14: Whether are better informed than five years ago, by gender and lifestage, June 2006
...and this is highest among Internet users
Figure 15: Whether are better informed than five years ago, by gender and level of Internet usage, June 2006
TECHNOLOGY AND STRESS - A POSITIVE CORRELATION?
Figure 16: Technology usage penetration, June 2006
Figure 17: Stress typologies, by technology usage, June 2006
FORECASTING A STRESSFUL FUTURE?
Stress typologies
Figure 18: Stress typologies, by gender, age and socio-economic group, June 2006
Assumptions: Static
Figure 19: Stress typologies forecast - assuming a static scenario, 2006 and 2011
Positively stressed?
Assumption: Positive
Figure 20: Stress typologies forecast - assuming a positive scenario, 2006 and 2011
FORECASTING MORE PEOPLE ONLINE?
By 2011, more than eight in ten people will be Internet users
Figure 21: Forecast of Internet penetration, 2001-11
Greatest catch-up expected among the least affluent and over-65s...
...and 15-24s’ Internet penetration expected to reach near saturation by 2011
Figure 22: Demographic (actual and estimated) changes from 2002-11
THE MARKETING PERSPECTIVE


FAMILY TIES
Complicated families
Figure 23: Complicated families - a summary of main findings, June 2006
Beanpole families
Figure 24: Beanpole families, a summary of demograpahic findings, June 2006
Figure 25: Living relatives, by lifestage, June 2006
HELPING OUT
Figure 26: Summary of help given to various relatives, June 2006
Gender variations in caring responsibilities?
Figure 27: Help given to relatives, by gender, June 2006
Figure 28: Help given to relatives, by lifestage, June 2006
Over a fifth help out older relatives
Figure 29: Help given to older relatives - those with living parents, by lifestage, 2006
Still supporting grown-up children?
Figure 30: Help given to grown-up children - those with children over 18, 2006
Figure 31: Help with grandchildren - those with grandchildren, 2006
Time spent?
The qualitative dimension
Big family commitments...
...for men too
This also extends to children leading busy lives
KEEPING IN TOUCH
Figure 32: Keeping in touch - men and women, by lifestage, June 2006
The effort to keep in touch, in the midst of busy lives
Means of communication
Mobile phones
The joy of text
Figure 33: The pros and cons of mobile technology, June 2006
Email
Figure 34: Summary of uses of email, June 2006
STRESS AND FAMILY LIFE
Figure 35: Stress typologies, by family/caring responsibilities, 2006
THE MARKETING PERSPECTIVE


HOME LIFE
HOUSEWORK AND CHILDCARE
Figure 36: Average time spent on household chores, 2005
Figure 37: Average time spent on children (hours/weekday), by gender and lifestage, 2005
SHOPPING AND BANKING
Figure 38: Shopping outside normal opening hours, by gender and lifestage, June 2006
Figure 39: Use of the Internet for banking, shopping, etc, by gender and lifestage, June 2006
Figure 40: Use of the Internet for banking, shopping, etc, by gender, by level of Internet usage, June 2006
Figure 41: Internet shopping - summary of findings, June 2006
The qualitative dimension
Figure 42: Internet shopping - summary of qualitative findings, June 2006
The luxury of browsing
Instant convenience or instantly stressed?
COOKING AND EATING
Family meals - most sit down to a meal together
Figure 43: Agreement/disagreement that ‘We rarely sit down to a meal together at home’, by detailed lifestage, 2005
Convenience food?
Age and situation-driven
Figure 44: Purchasing of convenience foods compared with five years ago, by lifestage, June 2006
Disagreement with ‘I don’t have time to spend preparing and cooking food’ outweighs agreement
‘Ping-Ping dinners’ - the derision of convenience food (but sufferance due to time constraints)
Young women are the worst breakfast skipper offenders
THE MARKETING PERSPECTIVE


WORK
WORKING HOURS
Figure 45: Average time spent on occupation (based on those spending any time), by gender and detailed lifestage, 2005
Overlap between home and working life
Figure 46: Overlap between home life and working life, by gender and lifestage, June 2006
Figure 47: Overlap between home and working life - summary of focus group findings, June 2006
Multitasking work and home life - an integral part of the working day...
...more caution is exercised among older adults
Young awareness of being careful about using the Internet for personal purposes
Mobile and available
Working from home
Technology at work
Older adults are the most evangelical about new technology
Lack of the personal touch?
On the road (-rage?)
Travelling = time out?
Working worries - three in ten have some concerns
Figure 48: Concerns about work - working adults, by lifestage, June 2006
The impact of working life on Stress stress levels
Figure 49: Concerns about work - working adults, by stress typologies, June 2006
The work/life overlap
Figure 50: More overlap between work and home life than five years ago - working adults, by stress typologies, June 2006
THE MARKETING PERSPECTIVE


MONEY MATTERS
THE ECONOMIC LANDSCAPE IS CHANGING
The consumer and debt management - the current situation
Around 21 million consumers owe money on credit or loan products
Figure 51: Proportion of consumers who owe money on credit and loan products, by type of product, October 2005
The 25-44-year-olds are the most likely to be in debt
Figure 52: Proportion of consumers who owe money on credit and loan products, by gender, age and socioeconomic group, October 2005
Internet banking has taken off
WHY WAIT?
Figure 53: Attitudes towards money and saving, by lifestage, 2005
Pay now - spend later?
Put it on credit
Money and long hours
Figure 54: Perfectly happy with my standard of living, by lifestage, 2005
Financial fears
Wanting it all?
Especially for families
Figure 55: Financial concerns - adults, by lifestage, June 2006
The contribution of money worries towards stress levels
Figure 56: Financial concerns, by stress typologies, June 2006
THE MARKETING PERSPECTIVE


LEISURE AND SOCIAL LIFE
INCREASED SPONTANEITY?
Figure 57: Doing things on the spur of the moment, by lifestage, June 2006
Victor Meldrews and female socialites?
Figure 58: Doing things on the spur of the moment, by gender and level of Internet usage, June 2006
MORE SOCIALISING?
Figure 59: Socialising with friends and family - men and women, by lifestage, June 2006
Sociable single mothers
MORE TRAVEL?
Figure 60: Number of holidays taken in the last 12 months, 2003 and 2005
Grey Jet-setters
Figure 61: Number of holidays taken in the last 12 months, by lifestage, 2003 and 2005
Figure 62: Whether travel more (work and/or pleasure) than five years ago, by gender and lifestage, June 2006
Figure 63: Whether travel more (work and/or pleasure) than five years ago, by gender and level of Internet usage, June 2006
BUSY DOING NOTHING?
Figure 64: Whether spend less time relaxing/doing nothing than five years ago, by gender and lifestage, June 2006
Internet users are less relaxed
Figure 65: Whether spend less time relaxing/doing nothing than five years ago, by gender and level of Internet usage, June 2006
Guilty doing nothing?
Relaxing chores? (a matter of opinion)
SOCIAL ORGANISING
On the spur of the moment
Figure 66: Factors leading to a hectic lifestyle, June 2006
HOME ENTERTAINMENT
Television and video
Figure 67: Average time spent watching television, by lifestage, 2005
Chill-out TV
PVR - personal choice
Music
GETTING THE PICTURE
Figure 68: Digital camera ownership trends, 2003 and 2005
Camera and video phones - the merging of technologies
Figure 69: Video/camera phone trends - have versus usage, 2003-05
Figure 70: Summary of benefits and downfalls of digital photography
TECHNOLOGY AND LEISURE
Older consumers are the most enthusiastic
It doesn’t save you time - but that’s ok
THE MARKETING PERSPECTIVE


HEALTH AND APPEARANCE
INCREASING POPULARITY OF KEEPING FIT AND HEALTHY
Health and stress
Three in ten adults say their health suffers because of their busy lifestyle...
...and this is higher for adults who work full-time (40%)
More than half of all adults do something to keep fit and healthy...
...and a similar level do some form of regular exercise (at least once a week)
Figure 71: Regular fitness trends ‘I do some form of sport or exercise at least once a week, by lifestage, 2003 and 2005
The status quo
Figure 72: Gym and leisure centres - current situation, by lifestage, 2006
Slowing down for the sake of their health among the older consumers
Making time for health and fitness, especially amongst those who live life at a fast pace
The use of ‘quick-fix’ diet food and drinks products
Figure 73: ‘I use diet food and drinks products’, by lifestage, 2003 and 2005
Health hazards
Almost three in ten adults are worried about their health
Figure 74: Concern about ‘My own health problems’ - lifestage, by gender, June 2006
THE ‘WANT IT ALL NOW’ OF APPEARANCE
Fashion and the advent of Discounters
Discounters are doing well
Cosmetic surgery
Resistance is still high, but people are softening towards it
Would you have surgery?
Figure 75: Attitudes towards cosmetic surgery, February 2006
Greatest potential for cosmetic surgery is among the young - is this a sign of things to come?
Figure 76: Views on cosmetic surgery, by gender, age and socio-economic group, February 2006
Cosmetic surgery - a women’s ‘preserve’?
Figure 77: ‘Those considering cosmetic surgery’, by gender, age and socio-economic group, February 2006
Growing Old Gracefully?
A fifth of all women are worried about showing their age in their appearance
Figure 78: ‘Beginning to show my age in my appearance’ - lifestage, by gender, June 2006
The growth of tans in a bottle
Figure 79: Self-tanning trends, by gender, 2003-06
THE MARKETING PERSPECTIVE


LOOKING FORWARD
FITTING IT ALL IN
Figure 80: Whether fit more into the day than five years ago, by gender and lifestage, June 2006
The Internet is more of a catalyst for fitting more into the day for women
Figure 81: Whether fit more into the day than five years ago, by gender and level of Internet usage, June 2006
SPEEDING UP OR SLOWING DOWN?
On balance our lives are speeding up...
Figure 82: Speeding up or slowing down, by lifestage, June 2006
...although predictably slower overall, for older adults
Figure 83: Whether life feels at a faster or slower pace than five years ago, by lifestage, June 2006
Women are living on speed...
...and the Internet plays a big part in this
Figure 84: Pace of life balance, by gender and level of Internet usage, June 2006
WHAT DIFFERENCE DOES TECHNOLOGY MAKE?
Figure 85: Summary of the effects of technology, by Internet users (especially those with broadband), June 2006
Figure 86: Changes to lifestyle over the past five years, by technology usage, June 2006
Heavy Internet users show more differences in the effect of technology on their lives
Figure 87: Heavy Internet users, compared to the whole population - summary of differences, June 2006
Figure 88: Changes to lifestyle over the past five years, by level of Internet usage, June 2006
THE ROLE OF STRESS
Figure 89: Changes over the past five years, by stress typology, June 2006
CURRENT CONCERNS BY STRESS TYPOLOGY
All adults
Figure 90: Top three concerns of Taking It Easy typology, June 2006
Taking It Easy
Figure 91: Top three concerns of Taking It Easy typology, June 2006
Less Stress
Figure 92: Top three concerns of Less Stress typology, June 2006
Figure 93: Top three concerns of Discontented typology, June 2006
Never a Dull Moment
Figure 94: Top three concerns of Never a Dull Moment typology, June 2006
Pulled in all Directions
Figure 95: Top three concerns of Pulled in all Directions typology, June 2006
Perfectly Balanced
Figure 96: Top three concerns of Perfectly Balanced typology, June 2006
Figure 97: Current concerns, by stress typology, June 2006
FAST FORWARD FUTURE?
Figure 98: Overall views on stress and society, June 2006
More impatient?
Other components leading to stress and a fast-paced society
Figure 99: Other components leading to stress and fast-paced society
Lack of job security
Materialism in society generally
The higher cost of housing and petrol
But also the lower cost of many other items, which were driving the need to acquire
Side effects of the instant ‘society’
Loss of the ‘personal touch’/changing communication skills
Turning the clock back?
Most wouldn’t be without new technology
Optimistically hoping new technology will have the answer to increased stress
Change is inevitable

APPENDIX
ISSUES
Figure 100: Demographic sub-groups of GfK NOP Research - percentage of popoulation and in millions, June 2006
Figure 101: Demographic sub-groups of TGI Research - percentage of popoulation and in millions, 2005
HOW STRESSED ARE WE?
Figure 102: Those agreeing that ‘I have a busy lifestyle’, by lifestage and gender, June 2006
Figure 103: Those agreeing that ‘My life is stressful’, by lifestage and gender, June 2006
Figure 104: Those agreeing that ‘There are too many conflicting demands on my time’, by lifestage and gender, June 2006
Figure 105: Stress typologies, by gender, age, socio-economic group, lifestage, presence of children, Internet usage, newspaper readership, commercial TV viewing and supermarket usage, June 2006
Figure 106: Stress typologies, by detailed lifestage, June 2006
Figure 107: Stress typologies - men, by detailed lifestage, 2006
Figure 108: Stress typologies - women, by detailed lifestage, 2006
Figure 109: Agreement/disagreement that ‘In this day and age it is important to juggle various tasks at the same time’, by detailed lifestage and working status, 2005
Figure 110: Agreement/disagreement that ‘There are not enough hours in the day to do everything I would like’, by detailed lifestage and working status, 2005
Figure 111: Home access to computers/Internet, by lifestage, 2005
Figure 112: Home access to computers/Internet, by detailed lifestage, 2005
Figure 113: Frequency of accessing Internet, by lifestage, 2005
Figure 114: Those who access the Internet at home daily/at least once a week, by home Internet access, 2005
Figure 115: Those who access the Internet daily/at least once a week, by detailed lifestage and working status, 2005
Figure 116: Those who access the Internet (at all) daily/at least once a week, by lifestage, gender and working status, 2005
Figure 117: Those who access the Internet (at home daily/at least once a week, by lifestage, gender and working status, 2005
Figure 118: Access to technology, by gender, June 2006
Figure 119: Access to technology - Internet users, by gender, 2006
Figure 120: Mobile phone ownership, by gender, detailed lifestage and working status, 2005
Figure 121: Agreement/disagreement that ‘When I need information the first place I look is the Internet - ahead’, by detailed lifestage and working status, 2005
Figure 122: Agreement/disagreement that ‘When I need information the first place I look is the Internet - ahead’, by Internet access and mobile phone ownership, 2005
Figure 123: Those agreeing that ‘I have a busy lifestyle’ - by gender and technology usage, June 2006
Figure 124: Those agreeing that ‘My life is stressful’, by gender and technology usage, June 2006
Figure 125: Those agreeing that ‘There are too many conflicting demands on my time’, by gender and technology usage, June 2006
FAMILY TIES
Figure 126: Time spent caring for children - adults with families, 2005
HOME LIFE
Figure 127: Time spent on household chores, by lifestage, 2005
Figure 128: Average time spent on household chores, and those spending more than three hours a day, by gender, detailed lifestage and working status, 2005
Figure 129: Agreement/disagreement that ‘I am prepared to pay more for products that make my life easier’, by detailed lifestage and working status, 2005
Figure 130: Agreement/disagreement that ‘To do my shopping by Internet makes my life easier’, by detailed lifestage and working status, 2005
Figure 131: Agreement/disagreement that ‘To do my shopping by Internet makes my life easier’, by Internet access and mobile phone ownership, 2005
Figure 132: Agreement/disagreement that ‘I often refer to the Internet before making a purchase, by detailed lifestage and working status, 2005
Figure 133: Agreement/disagreement that ‘I often refer to the Internet before making a purchase’, by Internet access and mobile phone ownership, 2005
Figure 134: Agreement/disagreement that ‘When I go shopping I prefer being served to self-service’, by detailed lifestage and working status, 2005
Figure 135: Agreement/disagreement that ‘We rarely sit down to a meal together at home’, by detailed lifestage and working status, 2005
Figure 136: Agreement/disagreement that ‘I don’t have time to spend preparing and cooking food’, by detailed lifestage and working status, 2005
Figure 137: Agreement/disagreement that ‘In my home a lot of time is spent preparing and cooking food’, by detailed lifestage and working status, 2005
Figure 138: Agreement/disagreement that ‘I think fast food is all junk’, by detailed lifestage and working status, 2005
WORK
Figure 139: Those spending any time on their paid occupation, and those spending more than eight hours a day on average, by gender and detailed lifestage, 2005
Figure 140: Average time spent on occupation (based on those spending any time), by gender and detailed lifestage, 2005
Figure 141: Agreement/disagreement that ‘I worry about work during my leisure time’, by detailed lifestage and working status, 2005
MONEY MATTERS
Figure 142: Agreement/disagreement that ‘I am perfectly happy with my standard of living’, by detailed lifestage and working status, 2005
Figure 143: Agreement/disagreement that ‘If there’s something I want I save up for it’, by detailed lifestage and working status, 2005
Figure 144: Agreement/disagreement that ‘I am no good at saving money’, by detailed lifestage and working status, 2005
Figure 145: Agreement/disagreement that ‘With a credit card I can buy the sort of things I couldn’t normally afford’, by detailed lifestage and working status, 2005
LEISURE AND SOCIAL LIFE
Figure 146: Average time spent watching TV, by gender and detailed lifestage, 2005
Figure 147: Those who spend more than three hours a day watching TV, by gender, detailed lifestage and working status, 2005
Figure 148: Agreement/disagreement that ‘I often record a programme then don’t get a chance to watch it’, by detailed lifestage and working status, 2005
Figure 149: Number of television sets in the home, by lifestage, 2005
Figure 150: Those with three or more television sets in the home, by detailed lifestage and working status, 2005
Figure 151: Entertainment/technology owned, by lifestage, Jan-Mar 2006
HEALTH AND APPEARANCE
Figure 152: Agreement/disagreement that ‘Because of my busy lifestyle I don’t take care of myself as well as I should’, by detailed lifestage and working status, 2005
Figure 153: Whether they ‘Do something to maintain or improve their general health and fitness’, by gender and detailed lifestage, 2005
Figure 154: Agreement/disagreement that ‘I do some form of sport or exercise at least once a week’, by detailed lifestage and working status, 2005
Figure 155: Discount and low-price clothing shops used for buying clothing in the last 12 months, 2003 and 2005
LOOKING FORWARD
Figure 156: Whether life feels at a faster or slower pace than five years ago - men, by lifestage, 2006
Figure 157: Whether life feels at a faster or slower pace than five years ago - women, by lifestage, 2006
Figure 158: Current concerns - men, by stress typology, 2006
Figure 159: Current concerns - women, by stress typology, 2006

APPENDIX: RESEARCH METHODOLOGY




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