Table of Contents
Executive Summary
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- Market factors
- As night-out activities increase in cost, a night in is appealing
- NI consumers more likely to predict financial troubles for themselves in 2019
- Longer work hours could drive need for relaxation
- Consumers shopping online at home for leisure
- Streaming continuing to find favour with Irish consumers
- Drinking in-home continues apace
- Innovations
- The consumer
- TV key weeknight activity
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- Figure 1: Types of activities that consumers have done/taken part in during the last three months, on a weeknight, NI and RoI, January 2019
- Drinking with friends more likely at the weekend
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- Figure 2: Types of activities that consumers have done/taken part in during the last three months, on a weekend night, NI and RoI, January 2019
- Winter sees Irish consumers stay in for the night more often
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- Figure 3: Agreement with statements relating to the night in, NI and RoI, January 2019
The Market – What You Need to Know
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- Costs of out-of-home entertainment continue to increase
- NI consumers’ dim view of the future might see them spend more time at home
- Increased work hours in both NI and RoI
- Online sales boosted by at-home shopping for leisure trend
- Streaming on track to overtake live TV
- Drinking in-home continues apace
Market Drivers
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- Costs of out-of-home entertainment continue to increase
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- Figure 4: Consumer Price Index for selected out-of-home leisure spending, RoI, 2015-18
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- Figure 5: Consumer Price Index for selected out-of-home leisure spending, UK (including NI), 2015-18
- NI economic pessimism may see more leisure time spent at home
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- Figure 6: How consumers expect their personal financial situation to change in the next 12 months, NI, April 2017-December 2018
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- Figure 7: How consumers expect their personal financial situation to change in the next 12 months, RoI, April 2017-December 2018
- Leisure time eroded by increased working hours in RoI and NI
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- Figure 8: Average working hours per week, RoI, Q1 2014-Q1 2017
- Figure 9: Average working hours per week, NI, 2013-18
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- Figure 10: Leisure time spent alone and with others per day, by gender and age group, UK (including NI), 2015
- Retail therapy enjoyed while at home will boost online sales
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- Figure 11: Indexed estimated online and mobile retail expenditure, NI, and RoI, 2014-24
- Figure 12: Usage of devices to shop online while at home in the last three months, NI and RoI, December 2018
- Streaming on track to over-take live TV
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- Figure 13: Video consumption, UK (including NI), 2016 and 2017
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- Figure 14: Methods used to watch TV in the last month, NI and RoI, June 2018
- Figure 15: Indexed estimated total value of the media streaming market, NI and RoI, 2013-23
- Trend for in-home drinking continues
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- Figure 16: Indexed total estimated on-trade vs. off-trade beer sales, by value, IoI, 2013-23
- Figure 17: Selected occasions for drinking at home vs. pub/bar, NI and RoI, 2018*
Innovations – What You Need to Know
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- Relaxation products needed to cater for increasingly house-bound consumers
- Consumers are seeking different options for night-in cooking
- Night-in streaming services place further pressure on broadband requirements
Who’s Innovating?
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- More meal kits launching to cater to different night-in meal options
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- Figure 18: New meal kit product launches, UK and Ireland, 2014-19
- Social media claims grow as meal kits focus on speed and ease of use
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- Figure 19: Claims analysis of new meal kit products launched, UK and Ireland, 2014-19
- Consumers aiming for relaxation as theme for nights in
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- Figure 20: Number of new beauty and personal care products launched using ‘relaxation’ in the description, by sub-category, UK and Ireland, 2014-19
- Night-in drinks should deliver on experience
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- Figure 21: Top 10 New alcohol products launched, by sub-category, UK and Ireland, 2014 -19
- Wine brands should use food pairing to capture dinner party market
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- Figure 22: Top 10 claims made by new alcoholic drinks brands launched, UK and Ireland, 2014-19
- Google entering the gaming sphere
- BritBox streaming service to be launched at the end of 2019
- Apple to launch streaming service
The Consumer – What You Need to Know
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- TV key weeknight activity
- TV a key weekend activity too, but drinking with friends more likely at weekends
- Seasons affect volume of nights spent in
Activities for Weeknights In
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- Live TV a mainstay of in-home entertainment
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- Figure 23: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, NI and RoI, January 2019
- Live TV during weekdays shows more appeal to Irish men and those aged 55+
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- Figure 24: Consumers who watched live TV by themselves or with friends/family (eg sport) on a weeknight, by gender, NI and RoI, January 2019
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- Figure 25: Top five types of programmes that consumers have watched on live TV in the last three months, NI and RoI, June 2016
- Streaming services used chiefly by younger and more affluent consumers
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- Figure 26: Consumers who watched programmes on a streaming/on-demand service (eg YouTube, Netflix), by age group and social class, NI and RoI, January 2019
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- Figure 27: Type of streaming service used to watch content, NI and RoI, June 2018
- Shopping online a key weeknight activity
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- Figure 28: Consumers who shopped online as part of a week-night in, by gender, NI and RoI, January 2019
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- Figure 29: Estimated online and mobile retail expenditure, NI, and RoI, 2014-19
Activities for Weekend Nights In
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- TV viewing key weekend activities too
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- Figure 30: Types of activities that consumers have done/taken part in during the last three months, on a weekend night, NI and RoI, January 2019
- Over half of consumers drink at home during the weekend
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- Figure 31: Consumers who had a drink with friends or relatives on a weekend night, by social class, NI and RoI, January 2019
- Spending time with family/children tapers off above age 55
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- Figure 32: Consumers who spent time with their family/children, by age group, NI and RoI, January 2019
- NI consumers bigger gamers compared to RoI
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- Figure 33: Consumers who play videogames, weeknight vs. weekend night, NI and RoI, January 2019
- Figure 34: How often consumers play video games, by device used, NI and RoI, June 2017
- Romantic evenings more common at the weekend
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- Figure 35: Consumers who spend a romantic evening with their significant other, weeknight vs weekend night, NI and RoI, January 2019
Attitudes towards Nights In
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- Winter sees consumers spend more nights in
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- Figure 36: Agreement with statements relating to the night in, NI and RoI, January 2019
- Irish women more likely to spend winter nights at home
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- Figure 37: Agreement with the statement “I’m more likely to spend more nights in during the winter months as opposed to summer”, by gender, NI and RoI, January 2019
- Destressing a key factor for a night in
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- Figure 38: Agreement with the statement “I prefer to use nights in to destress and unwind rather than party”, by gender and presence of children in household, NI and RoI, January 2019
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- Figure 39: Top five ways consumers deal with anxiety and stress, NI and RoI, June 2018
- Six in ten spending more time at home in 2018/9
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- Figure 40: Agreement with the statement “I’m spending more time in-home compared to 12 months ago”, by gender and presence of children in household, NI and RoI, January 2019
- NI consumers more likely to spend more on night-in treats
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- Figure 41: Agreement with the statement “I’m more likely to spend more on treats/snacks on a night in on my own”, by gender and presence of children in household, NI and RoI, January 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Generational cohort definitions
- Abbreviations
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