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The Night In - Ireland - April 2019

OVERVIEW
What you need to know
Issues covered in this Report
EXECUTIVE SUMMARY
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
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
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
Figure 3: Agreement with statements relating to the night in, NI and RoI, January 2019
THE MARKET – WHAT YOU NEED TO KNOW
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
Costs of out-of-home entertainment continue to increase
Figure 4: Consumer Price Index for selected out-of-home leisure spending, RoI, 2015-18
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
Figure 6: How consumers expect their personal financial situation to change in the next 12 months, NI, April 2017-December 2018
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
Figure 8: Average working hours per week, RoI, Q1 2014-Q1 2017
Figure 9: Average working hours per week, NI, 2013-18
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
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
Figure 13: Video consumption, UK (including NI), 2016 and 2017
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
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
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? 
More meal kits launching to cater to different night-in meal options
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
Figure 19: Claims analysis of new meal kit products launched, UK and Ireland, 2014-19
Consumers aiming for relaxation as theme for nights in
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
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
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
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 
Live TV a mainstay of in-home entertainment
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+
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
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
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
Figure 27: Type of streaming service used to watch content, NI and RoI, June 2018
Shopping online a key weeknight activity
Figure 28: Consumers who shopped online as part of a week-night in, by gender, NI and RoI, January 2019
Figure 29: Estimated online and mobile retail expenditure, NI, and RoI, 2014-19
ACTIVITIES FOR WEEKEND NIGHTS IN 
TV viewing key weekend activities too
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
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
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
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
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
Winter sees consumers spend more nights in
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
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
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
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
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
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
Data sources
Generational cohort definitions
Abbreviations

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