Baby Boomers' Leisure Trends - US - January 2013: Contents

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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms

- Baby Boomers’ demographics and characteristics
- Boomers account for nearly one quarter of the population
- - Figure 1: U.S. population, by generation, 2012
- Most Boomers are married—but nearly one third are on their own
- - Figure 2: Marital status, by age/generation, 2012
- Boomers’ median household income among the highest
- - Figure 3: Real median household income, by age group, 2011
- Boomers’ annual entertainment expenditures are higher than average
- - Figure 4: Average annual expenditures for selected entertainment categories, by age of CU reference person, 2010-11
- Factors driving Baby Boomer leisure trends
- Leisure time remains a premium for Younger Boomers
- - Figure 5: Average hours per day spent in primary activities, by age indexed total, 2011
- Boomers noted for being youthful, but health statistics tell a different story
- The consumer
- Majority of Baby Boomers live with a spouse; one in five live alone
- - Figure 6: Baby Boomers’ current living situation for potential leisure companions, by gender and age, October 2012
- One third of Boomers do not feel that they have enough leisure time
- - Figure 7: Perception of amount of leisure time, by generation, October 2012
- Boomers’ leisure preferences
- - Figure 8: Baby Boomers’ leisure-time preferences, October 2012
- Most Boomers don’t anticipate changes to leisure spending
- - Figure 9: How Baby Boomers anticipate spending on leisure activities to change, by gender and age, October 2012
- Solo leisure activities are the most common
- - Figure 10: Baby Boomers’ current participation in leisure activities, October 2012
- Slightly less than half of 45-64s exercise regularly
- - Figure 11: Participation in regular exercise in the last 12 months, April 2011-June 2012
- Boomers rely on a wide variety of sources for leisure information
- - Figure 12: Information sources used by Baby Boomers for leisure-time activities, October 2012
- Boomer women are more concerned than men with financing leisure
- - Figure 13: Baby Boomers’ attitudes toward finances for leisure, by gender, October 2012
- Technology and internet has a growing impact on Boomers’ leisure time
- - Figure 14: Baby Boomers’ attitudes toward using technology and the internet during leisure time, by age, October 2012
- About eight in 10 Boomers are white; nearly nine in 10 are non-Hispanic
- - Figure 15: Baby Boomers’ race/Hispanic origin, 2012
- What we think

- Will leisure get a boost from Baby Boomers reaching retirement age?
- Do current leisure offerings answer the needs of aging Baby Boomers?
- Are finances an issue for Baby Boomers to fund leisure activities?
- How has technology impacted Baby Boomers’ leisure time?

- Modify leisure activities to accommodate aging Baby Boomers
- Golf: Innovative formats and programs may attract lapsed Boomers back to the game
- Camping: a “lite” alternative
- Movies: give Boomers a break
- Exercising: classes and programs fit for a Boomer
- Consider the companions part I: kids and grandkids
- Theme parks and vacations: Boomers funding family vacations
- Dining out: Boomers enjoying the grandkids
- Consider the companions part II: spouses and going solo
- Six in 10 Boomers spend most of their leisure time with a spouse
- More than half of Boomers say they prefer to spend their leisure time alone

- Inspire Trend: The Power of One
- Inspire Trend: Om Heads West
- Inspire 2015 Trend
- Old Gold

- Key points
- Baby Boomers account for nearly one quarter of the population
- - Figure 16: U.S. population, by generation, 2012
- The vast majority of Baby Boomers are white and non-Hispanic
- - Figure 17: Share of U.S. population by generation, by race/Hispanic origin, 2012
- Baby Boomers are most married—and divorced—generation
- - Figure 18: Marital status, by age/generation, 2012
- Household size and presence of children in household
- - Figure 19: Household size, by generation of householder, 2012
- - Figure 20: Households with own children, by generation of householder, 2012
- Boomers have highest household income—suffered greatest losses
- - Figure 21: Income distribution of households, by generation, 2011
  - Figure 22: Real median household income, by age group, peak income year vs. 2011 income
- - Figure 23: Percent change in real median income, by age of householder, June 2009-June 2012
- Baby Boomers value education
- - Figure 24: Educational attainment, by age/generation, 2011
- Baby Boomers not as fit as expected; obesity is prevalent
- - Figure 25: Healthy weight/overweight/obesity rates of Baby Boomers, 2007-10

- Key points
- Baby Boomers spend the most on entertainment
- - Figure 26: Average annual expenditures for selected entertainment categories, by age of CU reference person, 2010-11
- Boomers are spending on out-of-home entertainment
- - Figure 27: Average annual expenditures for fees and admissions, by age of CU reference person, 2010-11
- Boomers shift spending priorities in face of rising costs
- Boomers are spending more on education
- Boomers are spending more on adult children
- - Figure 28: Change in share of expenditures across major categories by 45-54s and 55-64s, 1991 vs. 2011

- Key points
- Leisure time still a premium among Younger Boomers
- - Figure 29: Average hours per day spent in primary activities, by age indexed to total, 2011
- Four in 10 householders aged 45-49 have children
- - Figure 30: Households with own children, by age of householder, 2012
- Baby Boomers remain active in the workforce
- - Figure 31: Civilian labor force participation rates by age, 1990, 2000, 2010, and projected 2020
- “Aging in place” is a common theme among Baby Boomers
- - Figure 32: Change in numbers of Baby Boomers’ and senior population, by states and selected metro areas, 2000-10
- Health and well-being: associated with Boomers…but statistics don’t lie

- Watching TV: TV Ears helps the hard of hearing
- - Figure 33: TV Ears, 2012
- Casinos: have a seat
- Golf: modifying the course to help golfers have more fun
- - Figure 34: Tee It Forward
- Exercise: Silver Sneakers, innovative classes and gyms
- - Figure 35: Silver Sneakers, 2012
- Gardening: GoGo Gardens
- - Figure 36: GoGo Garden units, April 2012
- Going to the movies: upgrading the experience

- Casinos
- Current participation
- - Figure 37: Past 12 month U.S. casino visitation, by generation, August 2012
- Marketing strategies: offering age-related incentives; promoting the whole experience
- - Figure 38: Pechanga Resort & Casino “Experience It All” TV ad, 2012
- Golf
- Current participation
- - Figure 39: Golf playing incidence, by generation, July 2012
- Marketing strategies: offering incentives, providing instruction
- - Figure 40: Gilt city Chicago Masters Golf Package daily deal, September 2012
- - Figure 41: Get golf ready website, October 2012
  - Figure 42: Get golf ready YouTube video, July 2009
- Exercise and fitness
- Current participation
- - Figure 43: Currently participate in exercise during leisure time, by generation, October 2012, and past seven day exercise incidence and exertion level, by generation, May 2012
- Marketing strategies: no pressure incentives, making fitness fun
- - Figure 44: Curves “Women’s Health” TV ad, May 2012
- Cooking for fun
- Current participation
- - Figure 45: Cooking segments, by generation, July 2012
- - Figure 46: Cooking and baking for fun in the past 12 months, by Baby Boomers’ gender and age groups, April 2011-June 2012
- Marketing strategies: Boomer celebrity chefs share expertise and experiences
- - Figure 47: Metropolitan Cooking & Entertaining Show print ad, September 2012
- Gardening
- Current participation
- - Figure 48: Household outdoor spaces, by generation, January 2012
  - Figure 49: Gardening in the past 12 months, by Baby Boomers’ gender and age groups, April 2011-June 2012
- Marketing strategies: Focus on the results—provide a sense of accomplishment
- - Figure 50: Home Depot, “Colorize” TV ad, June 2012
- Going to the movies
- Current participation
- - Figure 51: Incidence of going to the movies during leisure time, by generation, October 2012
- Marketing strategies: print advertising rules, upscale amenities may draw Boomers
- - Figure 52: iPic Theaters web commercial, April 2012

- Key points
- Living situation influences leisure companions—and activities
- - Figure 53: Baby Boomers’ current living situation for potential leisure companions, by gender and age, October 2012
- Boomers’ affluence and living situation are highly correlated
- - Figure 54: Incidence of Baby Boomers living with a spouse or significant other vs. living alone, by household income, October 2012
- - Figure 55: Baby Boomers’ current living situation for potential leisure companions, by household income, October 2012
- Baby Boomers spend nearly half their personal leisure time alone
- - Figure 56: Share of Baby Boomers’ leisure time spent alone and with others, October 2012
- Boomers spend most time with spouse/partner, have a wide social circle
- - Figure 57: Baby Boomers’ typical leisure-time companions, October 2012

- Key points
- More than one third of Boomers don’t have enough leisure time
- - Figure 58: Perception of amount of leisure time, by generation, October 2012
- Nearly half of Younger Boomer men don’t have enough leisure time
- - Figure 59: Baby Boomers’ perception of amount of leisure time, by gender and age, October 2012
- Working full-time deters leisure
- - Figure 60: Baby Boomers’ perception of amount of leisure time, by employment, October 2012
- Less affluent Boomers are more likely to have too much leisure time
- - Figure 61: Baby Boomers’ perception of amount of leisure time, by household income, October 2012

- Key points
- Generational (age-related) leisure preference trends are evident
- - Figure 62: Leisure time preferences, by generation, October 2012
- Among Boomers, age impacts preferences of men more so than women
- - Figure 63: Baby Boomers’ leisure-time preferences, by gender and age, October 2012
- Affluence correlates with desire for company, activity, offline interaction
- - Figure 64: Baby Boomers’ leisure-time preferences, by household income, October 2012

- Key points
- Leisure spending didn’t/won’t change for about half of Baby Boomers
- - Figure 65: Past and anticipated change in spend on leisure activities by Baby Boomers, October 2012
- Boomer women more likely than men to plan on cutting back
- - Figure 66: Past and anticipated change in spend on leisure activities by Baby Boomers, by gender and age, October 2012
- Household income greatest determinant on future leisure spending
- - Figure 67: Past and anticipated change in spend on leisure activities by Baby Boomers, by household income, October 2012

- Key points
- Baby Boomers’ current participation and interest in leisure activities
- Insight: Boomers want to go to the movies…but relatively few currently go
- - Figure 68: Baby Boomers’ current participation and interest in leisure activities, October 2012
- Older Boomer women—doing it all?
- - Figure 69: Leisure activities Baby Boomers currently participate in, by gender and age, October 2012
- Affluent Boomers participate in greater range of leisure activities
- - Figure 70: Leisure activities Baby Boomers currently participate in, by household income, October 2012
- Boomer women have interest in a wider range of out-of-home activities
- - Figure 71: Baby Boomers’ interest in leisure activities, by gender and age, October 2012
- Boomers’ desired leisure activities in community
- - Figure 72: Baby Boomers’ desired leisure activities in community, by gender and age, October 2012
- Participation in out-of-home leisure activities lags compared to in-home
- - Figure 73: Baby Boomers’ past 12 month leisure activities, by age, and by gender and age, April 2011-June 2012

- Key points
- Adults aged 45-64 participate in a variety of leisure hobbies
- - Figure 74: Baby Boomers’ past 12 month leisure hobbies, April 2007-June 2012
- Similar to leisure activities, affluence drives participation in hobbies
- - Figure 75: Baby Boomers’ past 12 month leisure hobbies, by household income, April 2011-June 2012

- Key points
- Slightly less than half of 45-64s exercise regularly
- - Figure 76: Participation in regular exercise in the last 12 months, by age, April 2011-June 2012
- Regular exercise participation among 45-64s consistent over five years
- - Figure 77: Baby Boomers’ participation in regular exercise in the last 12 months, April 2007-June 2012
- Women aged 45-64 are more likely than men to exercise regularly
- - Figure 78: Baby Boomers’ incidence of having a regular exercise program, by gender and age groups, April 2011-June 2012

- Key points
- Membership in clubs and organizations increases with age
- - Figure 79: Baby Boomers’ membership in clubs and organizations, by Baby Boomers vs. pre-Boomers and post-Boomers, April 2011-June 2012
- Among 45-64s, membership in clubs overall has declined slightly
- - Figure 80: Baby Boomers’ membership in clubs and organizations, April 2007-June 2012
- Affluent 45-64s are slightly more likely to belong to clubs, organizations
- - Figure 81: Baby Boomers’ membership in clubs and organizations, by household income, April 2011-June 2012

- Key points
- Boomers rely on a wide variety of sources for leisure information
- - Figure 82: Information sources used for leisure-time activities, by generation, October 2012
- Older Boomer women drawing inspiration from the most sources
- - Figure 83: Baby Boomers’ information sources used for leisure-time activities, by gender and age, October 2012
- Overall, household income has little effect on resources uses
- - Figure 84: Baby Boomers’ information sources used for leisure-time activities, by household income, October 2012

- Key points
- Financial concerns about leisure diminish with age; control increases
- - Figure 85: Attitudes toward leisure time, by generation, October 2012
- Boomer women more concerned with finances
- - Figure 86: Baby Boomers’ attitudes toward leisure time, by gender, October 2012
- Least affluent most have the most control, stay close to home
- - Figure 87: Baby Boomers’ attitudes toward leisure time, by household income, October 2012

- Key points
- Technology use for leisure less prevalent with older generations
- - Figure 88: Attitudes toward using technology and the internet during leisure time, by generation, October 2012
- Younger Boomer men and women use technology differently
- - Figure 89: Baby Boomers’ attitudes toward using technology and the internet during leisure time, by gender and age, October 2012
- Half of Boomers say time spent using social networking is unchanged
- - Figure 90: Baby Boomers’ change in time spent on social networking sites for leisure, by gender, October 2012

- Overview
- - Figure 91: Baby Boomers’ by race/Hispanic origin, 2012
- Key points
- Less than half of black Boomers live with a spouse
- - Figure 92: Baby Boomers’ current living situation for potential leisure companions, by race/Hispanic origin, October 2012
- Black Boomers spend the most time solo
- - Figure 93: Baby Boomers’ share of leisure time spent alone and with others, by race/Hispanic origin, October 2012
- - Figure 94: Baby Boomers’ typical leisure-time companions, by race/Hispanic origin, October 2012
- One quarter of Black Boomers have “too much” leisure time
- - Figure 95: Baby Boomers’ perception of amount of leisure time, by race/Hispanic origin, October 2012
- About six in 10 black Boomers prefer to spend time alone; online
- - Figure 96: Baby Boomers’ leisure-time preferences, by race/Hispanic origin, October 2012
- Black Boomers spending more on leisure activities—plan to keep spending
- - Figure 97: Past and anticipated change in spend on leisure activities by Baby Boomers, by race/Hispanic origin, October 2012
- Top leisure activities relatively similar across race/Hispanic origin
- - Figure 98: Leisure activities Baby Boomers currently participate in, by race/Hispanic origin, October 2012
- Black Boomers most positive toward proposed local leisure activities
- - Figure 99: Baby Boomers’ desired leisure activities in community, by race/Hispanic origin, October 2012
- Black Boomers’ out-of-home leisure participation lags compared with white Boomers’
- - Figure 100: Baby Boomers’ past 12 month leisure activities, by race/Hispanic origin, April 2011-June 2012
- Compared with white Boomers, black Boomers’ leisure hobby participation also lags
- - Figure 101: Baby Boomers’ past 12 month leisure hobbies, by race/Hispanic origin, April 2011-June 2012
- Information sources used for leisure-time activities trend similarly
- - Figure 102: Baby Boomers’ information sources used for leisure-time activities, by race/Hispanic origin, October 2012
- Attitudes toward leisure time, in general, are similar
- - Figure 103: Baby Boomers’ attitudes toward leisure time, by race/Hispanic origin, October 2012
- Attitudes toward technology and leisure time are also similar, overall
- - Figure 104: Baby Boomers’ attitudes toward using technology and the internet during leisure time, by race/Hispanic origin, October 2012

- American Time Use Survey category definitions
- Cooking segment category definitions

- Baby Boomers’ spending habits
- - Figure 105: Change in share of expenditures across major categories by 45-54s and 55-64s, 1991 vs. 2011
  - Source: Mintel/Consumer Expenditure Survey, U.S. Bureau of Labor Statistics
  - Figure 107: Distribution of average annual expenditures for selected entertainment categories, by age of CU reference person, 2010-11
- - Figure 108: Average annual expenditures for audiovisual and electronic gaming, by age of CU reference person, 2010-11
  - Figure 109: Indexed average annual expenditures for audiovisual and electronic gaming, by age of CU reference person, 2010-11
  - Figure 110: Indexed average annual expenditures for fees and admissions, by age of CU reference person, 2010-11
- Hours per day spent in primary activities
- - Figure 111: Average hours per day spent in primary activities, by age, 2011
  - Figure 112: Average hours per day spent in primary activities, by men’s age, 2011
  - Figure 113: Average hours per day spent in primary activities, by women’s age, 2011
- Additional demographic tables
- - Figure 114: U.S. population, by age, 2007-17
  - Figure 115: Marital status of Boomers age 50-64, by gender, 2012
  - Figure 116: Educational attainment of Boomers age 50-64, by gender, 2011
- - Figure 117: Homeownership rate, by age of householder, 2001-11
  - Figure 118: Prevalence of two or more of nine selected chronic conditions among adults aged 45 and older, by age and gender, 1999-2000 and 2009-2010

- Living situation and typical leisure companions
- - Figure 119: Current living situation for potential leisure companions, by generation, October 2012
- - Figure 120: Baby Boomers’ current living situation for potential leisure companions, by age, October 2012
- - Figure 121: Baby Boomers’ current living situation for potential leisure companions, by perception of amount of leisure time, October 2012
- - Figure 122: Share of leisure time spent alone and with others, by generation, October 2012
- - Figure 123: Share of Baby Boomers’ leisure time spent alone and with others, by gender and age, October 2012
- - Figure 124: Share of Baby Boomers’ leisure time spent alone and with others, by household income, October 2012
- - Figure 125: Share of Baby Boomers’ leisure time spent alone and with others, by perception of amount of leisure time, October 2012
- - Figure 126: Share of Baby Boomers’ leisure time spent alone and with others, by leisure-time preferences, October 2012
- - Figure 127: Typical leisure-time companions, by generation, October 2012
- - Figure 128: Baby Boomers’ typical leisure-time companions, by gender and age, October 2012
- - Figure 129: Baby Boomers’ typical leisure-time companions, by household income, October 2012
- - Figure 130: Baby Boomers’ typical leisure-time companions, by marital status, October 2012
- Perception of amount of leisure time
- - Figure 131: Baby Boomers’ perception of amount of leisure time, by marital status, October 2012
- Leisure preferences
- - Figure 132: Baby Boomers’ leisure-time preferences, by marital status, October 2012
- - Figure 133: Baby Boomers’ leisure-time preferences, by gender and household income, October 2012
- Spending on leisure activities
- - Figure 134: Past and anticipated change in spend on leisure activities by Baby Boomers, by gender and household income, October 2012
- - Figure 135: Past and anticipated change in spend on leisure activities by Baby Boomers, by perception of amount of leisure time, October 2012
- Leisure activities and hobbies
- - Figure 136: Leisure activities currently participate in, by generation, October 2012
- - Figure 137: Leisure activities Baby Boomers currently participate in, by gender, October 2012
- - Figure 138: Leisure activities Baby Boomers currently participate in, by marital status, October 2012
- - Figure 139: Leisure activities Baby Boomers currently participate in, by gender and household income, October 2012
- - Figure 140: Leisure activities Baby Boomers currently participate in, by perception of amount of leisure time, October 2012
- - Figure 141: Leisure activities Baby Boomers currently participate in, by leisure-time preferences, October 2012
- - Figure 142: Leisure activities Baby Boomers are not interested in participating in, by gender, October 2012
- - Figure 143: Leisure activities Baby Boomers are not interested in participating in, by household income, October 2012
- - Figure 144: Desired leisure activities in community, by generation, October 2012
- - Figure 145: Baby Boomers’ desired leisure activities in community, by gender, October 2012
- - Figure 146: Baby Boomers’ desired leisure activities in community, by household income, October 2012
- - Figure 147: Baby Boomers’ past 12 month leisure activities, April 2007-June 2012
- - Figure 148: Baby Boomers’ past 12 month leisure activities, by gender, April 2011-June 2012
- - Figure 149: Baby Boomers’ past 12 month leisure activities, household income, April 2011-June 2012
- - Figure 150: Past 12 month leisure hobbies, by Baby Boomers’ gender and age groups, April 2011-June 2012
- - Figure 151: Cooking frequency, attitudes, and skill level, by generation, July 2012
- Out of home and live entertainment
- - Figure 152: Baby Boomers’ past 12 month live theater/concerts/dance attendance, April 2007-June 2012
- - Figure 153: Past 12 month live theater/concerts/dance attendance, by Baby Boomers vs. pre-Boomers and post-Boomers, April 2011-June 2012
- - Figure 154: Average number of Baby Boomers’ visits to live theater/concerts/dance in the past 12 months, April 2007-June 2012
- - Figure 155: Baby Boomers’ casino visits in the last 12 months and number of visits, April 2007-June 2012
- - Figure 156: Baby Boomers’ casino visits in the last 12 months and number of visits, by gender and age groups, April 2011-June 2012
- - Figure 157: Baby Boomers’ average number of visits to live theater/concerts/dance in the past 12 months, April 2007-June 2012
- Exercise participation
- - Figure 158: Exercise venues used by Baby Boomers, by gender and age groups, April 2011-June 2012
- Information sources used for leisure-time activities
- - Figure 159: Baby Boomers’ information sources used for leisure-time activities, October 2012
- Attitudes toward leisure time
- - Figure 160: Baby Boomers’ attitudes toward leisure time, by perception of amount of leisure time, October 2012
- - Figure 161: Baby Boomers’ attitudes toward leisure time, by gender and age, October 2012
- - Figure 162: Baby Boomers’ attitudes toward leisure time, by leisure preferences, October 2012
- Attitudes toward technology and leisure time
- - Figure 163: Baby Boomers’ attitudes toward using technology and the internet during leisure time, by age, October 2012
- - Figure 164: Baby Boomers’ attitudes toward using technology and the internet during leisure time, by household income, October 2012
- - Figure 165: Baby Boomers’ attitudes toward using technology and the internet during leisure time, by presence of children in household, October 2012
- - Figure 166: Baby Boomers’ attitudes toward using technology and the internet during leisure time, by Leisure-time preferences, October 2012
- Change in time spent on social networking sites for leisure
- - Figure 167: Baby Boomers’ change in time spent on social networking sites for leisure, by gender, October 2012
- - Figure 168: Baby Boomers’ change in time spent on social networking sites for leisure, by gender and income, October 2012
- - Figure 169: Change in time spent on social networking sites for leisure, by leisure-time preferences, October 2012
- Collecting and collectables
- - Figure 170: Items Baby Boomers collect, April 2007-June 2012
- - Figure 171: Items Baby Boomers collect, by gender and age groups, April 2011-June 2012

Baby Boomers' Leisure Trends - US - January 2013

Table of Contents

Scope and Themes

Executive Summary

Issues in the Market

Insights and Opportunities

Trend Application

Demographics and Characteristics of Baby Boomers

Baby Boomers’ Entertainment Spending

Factors Driving Baby Boomer Leisure Trends

Innovations and Innovators

Marketing Strategies

Living Situation and Typical Leisure Companions

Perception of Amount of Leisure Time

Leisure Preferences

Spending on Leisure Activities

Leisure Activities

Leisure Hobbies

Exercise Participation

Clubs and Organizations

Information Sources Used for Leisure-Time Activities

Attitudes Toward Leisure Time

Attitudes Toward Technology and Leisure Time

Impact of Race/Hispanic Origin

Appendix: Category Definitions

Appendix: Spending Habits and Additional Demographics

Appendix: Other Useful Consumer Tables

Appendix: Organizations and Associations