Table of Contents
Issues in the Market
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- Key issues
- Definition
- Abbreviations
Future Opportunities
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- Trend: High Tech Cities
- Trend: Slow It All Down
Market in Brief
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- News, networking and reference most popular
- 25-34 the most engaged online leisure group
- Mixing work and pleasure
- Almost a quarter are mobile browsers
- Seeing double
- Compulsive behaviour
- Next-generation leisure
Internal Market Environment
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- Key points
- Broadband access grows but lags other services
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- Figure 1: Broadband penetration by demographics, 2004-10
- Daily web usage doubles in five years but TV still far ahead
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- Figure 2: Communications media average daily use, 2004 versus 2009
- Social networking almost a quarter of time spent online
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- Figure 3: Share of time spent on internet by activity, April 2007 versus April 2010
- Network developments
- Headline speeds grow but average speeds lag behind
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- Figure 4: Average UK, non-corporate, fixed broadband connection headline speeds, 2004-09
- Super-fast offers a step-change in online leisure
- But Britain still playing catch-up
- End of net neutrality?
Broader Market Environment
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- Key points
- Struggling economy has helped to boost ‘free’ online leisure
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- Figure 5: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
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- Figure 6: UK Consumer Confidence Index, December 2009-November 2010
- Key 25-34 age group to grow 11% over next five years
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- Figure 7: Forecast trends in the age structure of the UK population, 2005-15
- Ageing population challenge
- AB growth to accelerate evolution of online leisure
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- Figure 8: Forecast adult population trends, by socio-economic group, 2005-15
Who’s Innovating?
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- Key points
- Social commerce leisure booking
- Entertainment-based communities
- Interest-specific communities
- Leisure apps – augmented reality
- Leisure apps – discounts, theatre, TV
- The information/reference web
- Virtual museums
- Internet learning
- Online highbrow culture
- Social gaming potential
- Online gambling gets social
- The multi-screen household
When Do People Browse?
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- Key points
- Seven in ten access web for leisure in evenings
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- Figure 9: Times when internet is used for leisure, April 2010
- A quarter are lunch-break leisure users
- Key points
- One third browse for leisure at their workplace
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- Figure 10: Locations/devices for browsing the internet for leisure, April 2010
- Almost a quarter are mobile online leisure users
Online Leisure Activities
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- Key points
- News, networking and reference are leading leisure activities
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- Figure 11: Activities done online, April 2010
- Age remains key differentiator but older users grow more sophisticated
- 16-24s – heavy entertainment/communication focus
- 25-34s – above-average usage of all activities
- 35-44s – close to the average
- 45-54s – highest users of online news and reference
- 55-64s – most basic/functional users
- Other demographic factors
- Mobile users have highest levels of engagement
- Activity clusters
Booking Leisure Online
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- Key points
- Four in ten have booked leisure activities online in past three months
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- Figure 12: Leisure activities booked online, April 2010
- 25-34s, ABs and families are main online leisure bookers
- M-commerce leisure opportunities
- Cinema/theatre meal deals
Attitudes Towards Leisure and the Internet
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- Key points
- Six in ten have a small number of favourite websites they visit regularly
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- Figure 13: Attitudes towards leisure and the internet, April 2010
- 2screening: 36% often watch TV and browse the web at the same time
- ABC1 third-agers deterred by ‘irrelevant advertising’
- A quarter are compulsive browsers
- Older and less educated are most basic users
- TV/internet crossover appeals to less than one fifth
- Two thirds still uninterested in mobile-phone web
Appendix – When Do People Browse?
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- Figure 14: Times when internet is used for leisure, April 2010
- Figure 15: Times when internet is used for leisure, April 2010
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- Figure 16: Times when internet is used for leisure on weekdays, by demographics, April 2010
- Figure 17: Times when internet is used for leisure on weekends, by demographics, April 2010
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Appendix – How Do People Browse?
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- Figure 18: Locations for browsing the internet for leisure, by times when internet is used for leisure on weekdays, April 2010
- Figure 19: Locations for browsing the internet for leisure, by times when internet is used for leisure on weekends, April 2010
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- Figure 20: Devices for browsing the internet for leisure, by times when internet is used for leisure on weekdays, April 2010
- Figure 21: Devices for browsing the internet for leisure, by times when internet is used for leisure on weekends, April 2010
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- Figure 22: Devices for browsing the internet for leisure at home, by demographics, April 2010
- Figure 23: Devices for browsing the internet for leisure at work, by demographics, April 2010
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- Figure 24: Devices for browsing the internet for leisure at school/college/university/other place of education, by demographics, April 2010
- Figure 25: Devices for browsing the internet for leisure on the move (eg while walking/travelling), by demographics, April 2010
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- Figure 26: Locations for browsing the internet for leisure, by demographics, April 2010
- Figure 27: Devices for browsing the internet for leisure, by demographics, April 2010
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Appendix – Online Leisure Activities
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- Figure 28: Activities done online in the past three months, by times when internet is used for leisure on weekdays, April 2010
- Figure 29: Activities done online in the past three months, by times when internet is used for leisure on weekends, April 2010
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- Figure 30: Activities done online in the past three months, by locations for browsing the internet for leisure, April 2010
- Figure 31: Activities done online in the past three months, by devices for browsing the internet for leisure, April 2010
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- Figure 32: Activities done online in the past three months, by most popular activities done online in the past three months, April 2010
- Figure 33: Activities done online in the past three months, by next most popular activities done online in the past three months, April 2010
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- Figure 34: Activities done online in the past three months, by other activities done online in the past three months, April 2010
- Figure 35: Activities done online more than three months ago, by times when internet is used for leisure on weekdays, April 2010
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- Figure 36: Activities done online more than three months ago, by times when internet is used for leisure on weekends, April 2010
- Figure 37: Activities done online more than three months ago, by locations for browsing the internet for leisure, April 2010
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- Figure 38: Activities done online more than three months ago, by devices for browsing the internet for leisure, April 2010
- Figure 39: Activities done online more than three months ago, by most popular activities done online more than three months ago, April 2010
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- Figure 40: Activities done online more than three months ago, by next most popular activities done online more than three months ago, April 2010
- Figure 41: Activities done online more than three months ago by other activities done online more than three months ago, April 2010
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- Figure 42: Most popular activities done online in the past three months, by demographics, April 2010
- Figure 43: Next most popular activities done online in the past three months, by demographics, April 2010
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- Figure 44: Other activities done online in the past three months, by demographics, April 2010
- Figure 45: Most popular activities done online more than three months ago, by demographics, April 2010
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- Figure 46: Next most popular activities done online more than three months ago, by demographics, April 2010
- Figure 47: Other activities done online more than three months ago, by demographics, April 2010
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- Figure 48: Most popular activities not done online, by demographics, April 2010
- Figure 49: Next most popular activities not done online, by demographics, April 2010
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- Figure 50: Other activities not done online, by demographics, April 2010
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Appendix – Booking Leisure Online
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- Figure 51: Leisure activities booked online in the past three months, by times when internet is used for leisure on weekdays, April 2010
- Figure 52: Leisure activities booked online in the past three months, by times when internet is used for leisure on weekends, April 2010
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- Figure 53: Leisure activities booked online in the past three months, by locations for browsing the internet for leisure, April 2010
- Figure 54: Leisure activities booked online in the past three months, by devices for browsing the internet for leisure, April 2010
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- Figure 55: Leisure activities booked online in the past three months, by most popular activities done online in the past three months, April 2010
- Figure 56: Leisure activities booked online in the past three months, by next most popular activities done online in the past three months, April 2010
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- Figure 57: Leisure activities booked online in the past three months, by other activities done online in the past three months, April 2010
- Figure 58: Leisure activities booked online in the past three months, by most popular activities done online more than three months ago, April 2010
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- Figure 59: Leisure activities booked online in the past three months, by next most popular activities done online more than three months ago, April 2010
- Figure 60: Leisure activities booked online in the past three months, by other activities done online more than three months ago, April 2010
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- Figure 61: Leisure activities booked online in the past three months, by leisure activities booked online in the past three months, April 2010
- Figure 62: Leisure activities booked online in the past three months, by leisure activities booked online more than three months ago, April 2010
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- Figure 63: Leisure activities booked online more than three months ago, by times when internet is used for leisure on weekdays, April 2010
- Figure 64: Leisure activities booked online more than three months ago, by times when internet is used for leisure on weekends, April 2010
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- Figure 65: Leisure activities booked online more than three months ago, by locations for browsing the internet for leisure, April 2010
- Figure 66: Leisure activities booked online more than three months ago, by devices for browsing the internet for leisure, April 2010
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- Figure 67: Leisure activities booked online more than three months ago, by most popular activities done online in the past three months, April 2010
- Figure 68: Leisure activities booked online more than three months ago, by next most popular activities done online in the past three months, April 2010
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- Figure 69: Leisure activities booked online more than three months ago, by other activities done online in the past three months, April 2010
- Figure 70: Leisure activities booked online more than three months ago, by most popular activities done online more than three months ago, April 2010
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- Figure 71: Leisure activities booked online more than three months ago, by next most popular activities done online more than three months ago, April 2010
- Figure 72: Leisure activities booked online more than three months ago, by other activities done online more than three months ago, April 2010
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- Figure 73: Leisure activities booked online in the past three months, by demographics, April 2010
- Figure 74: Leisure activities booked online more than three months ago, by demographics, April 2010
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- Figure 75: Most popular leisure activities not booked online, by demographics, April 2010
- Figure 76: Next most popular leisure activities not booked online, by demographics, April 2010
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Appendix – Attitudes Towards Leisure and the Internet
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- Figure 77: Attitudes towards leisure and the internet, by times when internet is used for leisure on weekdays, April 2010
- Figure 78: Attitudes towards leisure and the internet, by times when internet is used for leisure on weekends, April 2010
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- Figure 79: Attitudes towards leisure and the internet, by locations for browsing the internet for leisure, April 2010
- Figure 80: Attitudes towards leisure and the internet, by devices for browsing the internet for leisure, April 2010
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- Figure 81: Attitudes towards leisure and the internet, by most popular activities done online in the past three months, April 2010
- Figure 82: Attitudes towards leisure and the internet, by next most popular activities done online in the past three months, April 2010
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- Figure 83: Attitudes towards leisure and the internet, by other activities done online in the past three months, April 2010
- Figure 84: Attitudes towards leisure and the internet, by most popular activities done online more than three months ago, April 2010
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- Figure 85: Attitudes towards leisure and the internet, by next most popular activities done online more than three months ago, April 2010
- Figure 86: Attitudes towards leisure and the internet, by other activities done online more than three months ago, April 2010
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- Figure 87: Attitudes towards leisure and the internet, by leisure activities booked online in the past three months, April 2010
- Figure 88: Attitudes towards leisure and the internet, by most popular leisure activities booked online more than three months ago, April 2010
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- Figure 89: Attitudes towards leisure and the internet, by next most popular leisure activities booked online more than three months ago, April 2010
- Figure 90: Attitudes towards leisure and the internet, by most popular attitudes towards leisure and the internet, April 2010
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- Figure 91: Attitudes towards leisure and the internet, by next most popular attitudes towards leisure and the internet, April 2010
- Figure 92: Most popular attitudes towards leisure and the internet, by demographics, April 2010
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- Figure 93: Next most popular attitudes towards leisure and the internet, by demographics, April 2010
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