Table of Contents
Overview
-
- What you need to know
- Issues covered in this Report
Executive Summary
-
- Market factors
- Nights in affected by work and commute
- Inflation pushing more consumers to stay in at night
- Irish consumer confidence dips in latter 2016
- Irish consumers watch over 200 minutes of TV each night
- Reading and social networking benefiting from increased device ownership
- Companies, brands and innovations
- The consumer
- TV watching and reading key weeknight activities
-
- Figure 1: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, NI and RoI, October 2016
- Spending time with families a key activity for Irish consumers 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, October 2016
- Reducing costs key motivation for choosing night-in activities
-
- Figure 3: Agreement with statements relating to the night in, NI and RoI, October 2016
- What we think
The Market – What You Need to Know
-
- Work hours and commuting take a bite out of leisure time
- Increased costs of a night out helping to drive consumers to stay in
- NI and RoI consumers see confidence decrease in light of political issues
- TV viewing top activity at weekends and weeknights
- Device ownership increases
Market Drivers
-
- Leisure time increasing in NI, decreasing in RoI
-
- Figure 4: Average work hours per week, NI and RoI, 2013-16
- Commute times also influence night-time activities
- Inflation seeing consumers more likely to stay in for the night
-
- Figure 5: Agreement with statements relating to the night in, NI and RoI, October 2016
- Figure 6: Annualised consumer price inflation vs prices of selected leisure activities, RoI, 2014-16
- Exchange rate issues driving up prices in UK/NI
-
- Figure 7: Annualised consumer price inflation vs prices of selected leisure activities, UK, 2012-16
- Figure 8: Sterling (£) to euro (€) exchange rate, 2010-17
- RoI consumers see confidence wane in late 2016
-
- Figure 9: Consumer sentiment index, RoI, October 2015-December 2016
- Consumers in NI becoming less confident
-
- Figure 10: Indexed consumer confidence, NI, September 2008-September 2016
- Brexit leaving consumers overall less positive
-
- Figure 11: If consumers feel that the UK/NI leaving the EU will have a positive or negative effect on various aspects, NI and RoI, August 2016
- TV viewing top activity at weekends and weeknights
-
- Figure 12: Consumers who have watched live TV in the last three months, by weeknight and weekend night, NI and RoI, November 2016
- Live TV viewership declining in face of on-demand and streaming services
-
- Figure 13: TV viewing, live vs. time-shifted, NI and RoI, 2012-16
- Figure 14: Netflix streaming subscribers, worldwide, Q1 2012-Q4 2016
-
- Figure 15: Paid-for video streaming services consumers have used to stream TV and/or films to any device in the last 12 months, NI and RoI, October 2014
-
- Figure 16: Estimated online video streaming market size, RoI, 2012-21
- News and sports key attractions of live TV
-
- Figure 17: Top five types of programmes that consumers have watched on live TV vs on demand in the last three months, NI and RoI, June 2016
- Increased device ownership helping to boost social networking and reading
-
- Figure 18: Ownership of smartphone and tablet devices, NI and RoI, 2013 and 2016
- Sales value of online gaming benefiting from device ownership
-
- Figure 19: Estimated online gaming market size, RoI, 2012-21
- Facebook dominates social networking in Ireland
-
- Figure 20: Types of social networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
-
- Figure 21: Types of media networks and messenger apps that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
-
- Figure 22: Social network advertising spending, global and Western Europe, 2014-17
- Book sales see strong improvements in 2016
-
- Figure 23: Estimated sales value of physical book sales, NI and RoI, 2013-16
Companies and Brands – What You Need to Know
-
- Apps helping to encourage consumers to engage in more dinner parties
- VR technology may have a bigger role in the future of a night in
- Bringing live music and the arts to consumers’ living rooms
Who’s Innovating?
-
- Eating in for the sharing economy
-
- Figure 24: Changes in consumer spending habits, UK, 2015
- EatWith boosting dinner party uptake
- Technology bridging the generational gap
-
- Figure 25: Most interesting uses of virtual reality headsets to consumers, August 2015
- Socialising for Millennials
The Consumer – What You Need to Know
-
- TV watching and reading key weeknight activities
- Weekend nights see consumers more likely to spend time with family and drink/host parties
- De-stressing and cutting costs main motivations for a night in
The Consumer – Weeknights In
-
- Watching TV top weeknight activity
-
- Figure 26: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, NI and RoI, October 2016
- Women more likely to stream/ use on-demand compared to men
-
- Figure 27: Consumers who have watched live TV vs. watching streaming/ on-demand services in the last three months, by gender and age, NI and RoI, November 2016
- Online shopping for leisure popular weeknight activity
-
- Figure 28: Consumers who have shopped online during a weeknight, by age, NI and RoI, November 2016
-
- Figure 29: Consumers who have shopped online during a weeknight, by gender, NI and RoI, November 2016
- Two thirds read during weeknights
-
- Figure 30: Consumers who have read during a weeknight, by gender and social class, NI and RoI, November 2016
-
- Figure 31: Consumers who streamed or downloaded books/music/movies/games (including rentals) online via laptop/desktop computer, smartphone and tablet, NI and RoI, February 2016
- Social media usage higher during weeknights
-
- Figure 32: Consumers who have used social media during a weeknight at home vs. usage of a social network at home during a weekend, NI and RoI, November 2016
The Consumer – Weekend Nights In
-
- TV watching and spending time with family key weekend activities
-
- Figure 33: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, NI and RoI, October 2016
- Spending time with the family
-
- Figure 34: Consumers who have spent time with their children/family during a weekend night at home, by age of children in household, NI and RoI, November 2016
-
- Figure 35: Consumers who have played a board game during a weekend night at home, by age of children in household, NI and RoI, November 2016
- Consumers more likely to have a drink at home during the weekend
-
- Figure 36: Consumers who have had a drink with friends or relatives on a weekend night at home vs a weeknight at home, NI and RoI, November 2016
-
- Figure 37: Consumers who have had a drink with friends or relatives on a weekend night, by age, NI and RoI, November 2016
- Parties more likely to happen at the weekend
-
- Figure 38: Consumers who have had a drink with friends or relatives on a weekend night vs. a weeknight, NI and RoI, November 2016
The Consumer – Attitudes towards Nights In
-
- Nights in used to de-stress
-
- Figure 39: Agreement with statements relating to the night in, NI and RoI, October 2016
- Consumers more likely to spend nights in during the winter
-
- Figure 40: Average time spent watching live TV, UK (inc NI), January 2011-December 2016
- Consumers prefer to spend nights at home de-stressing
-
- Figure 41: Agreement with the statement ‘I prefer to use nights in to de-stress and unwind rather than party’, by age, NI and RoI, October 2016
- Strong level of consumers staying in at night to cut on costs
-
- Figure 42: Agreement with the statement ‘I am spending more leisure time at home to cut back on my spending’, by gender, NI and RoI, October 2016
- Half of consumers spending more time at home in 2016
-
- Figure 43: Agreement with the statement ‘I’m spending more time in home compared to 12 months ago’, by gender, NI and RoI, October 2016
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Data sources
- Generational cohort definitions
- Abbreviations
Appendix – The Consumer
-
- NI Toluna data
-
- Figure 44: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, by demographics, NI, October 2016
-
- Figure 45: Types of activities that consumers have done/taken part in during the last three months, on a weeknight, by demographics, NI, October 2016 (continued)
-
- Figure 46: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, by demographics, NI, October 2016 (continued)
-
- Figure 47: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, by demographics, NI, October 2016
-
- Figure 48: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, by demographics, NI, October 2016 (continued)
-
- Figure 49: Types of activities that consumers have done/taken part in during the last three months, on a weekend night, by demographics, NI, October 2016 (continued)
-
- Figure 50: Agreement with the statement ‘I am spending more leisure time at home to cut back on my spending’, by demographics, NI, October 2016
-
- Figure 51: Agreement with the statement ‘It is not worth hosting parties because of the clean-up involved afterwards’, by demographics, NI, October 2016
-
- Figure 52: Agreement with the statement ‘I prefer going to parties as opposed to hosting them’, by demographics, NI, October 2016
-
- Figure 53: Agreement with the statement ‘I use social media to organise events at my home/ nights in’, by demographics, NI, October 2016
-
- Figure 54: Agreement with the statement ‘When I spend a night in on my own I’m more likely to spend more on treats/snacks’, by demographics, NI, October 2016
-
- Figure 55: Agreement with the statement ‘I prefer to use nights in to de-stress and unwind rather than party’, by demographics, NI, October 2016
-
- Figure 56: Agreement with the statement ‘I often have friends around for pre-drinks before going out to a pub/ bar for the night’, by demographics, NI, October 2016
-
- Figure 57: Agreement with the statement ‘I’m more likely to spend more nights in during the winter months as opposed to summer’, by demographics, NI, October 2016
-
- Figure 58: Agreement with the statement ‘I’m spending more time in home compared to 12 months ago’, by demographics, NI, October 2016
-
- Figure 59: Agreement with the statement ‘I go out for a night less than I used to because of my children’, by demographics, NI, October 2016
-
- Figure 60: Agreement with the statement ‘I think it is too much hassle to organise a night out of the home’, by demographics, NI, October 2016
-
- Figure 61: Agreement with the statement ‘I use ready-made party foods when hosting a party at home’, by demographics, NI, October 2016
- RoI Toluna data
-
- Figure 62: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, by demographics, RoI, October 2016
-
- Figure 63: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, by demographics, RoI, October 2016 (continued)
-
- Figure 64: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, by demographics, RoI, October 2016 (continued)
-
- Figure 65: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, by demographics, RoI, October 2016
-
- Figure 66: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, by demographics, RoI, October 2016 (continued)
-
- Figure 67: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, by demographics, RoI, October 2016 (continued)
-
- Figure 68: Agreement with the statement ‘I am spending more leisure time at home to cut back on my spending’, by demographics, RoI, October 2016
-
- Figure 69: Agreement with the statement ‘It is not worth hosting parties because of the clean-up involved afterwards’, by demographics, RoI, October 2016
-
- Figure 70: Agreement with the statement ‘I prefer going to parties as opposed to hosting them’, by demographics, RoI, October 2016
-
- Figure 71: Agreement with the statement ‘I use social media to organise events at my home/ nights in’, by demographics, RoI, October 2016
-
- Figure 72: Agreement with the statement ‘When I spend a night in on my own I’m more likely to spend more on treats/snacks’, by demographics, RoI, October 2016
-
- Figure 73: Agreement with the statement ‘I prefer to use nights in to de-stress and unwind rather than party’, by demographics, RoI, October 2016
-
- Figure 74: Agreement with the statement ‘I often have friends around for pre-drinks before going out to a pub/ bar for the night’, by demographics, RoI, October 2016
-
- Figure 75: Agreement with the statement ‘I’m more likely to spend more nights in during the winter months as opposed to summer’, by demographics, RoI, October 2016
-
- Figure 76: Agreement with the statement ‘I’m spending more time in home compared to 12 months ago’, by demographics, RoI, October 2016
-
- Figure 77: Agreement with the statement ‘I go out for a night less than I used to because of my children’, by demographics, RoI, October 2016
-
- Figure 78: Agreement with the statement ‘I think it is too much hassle to organise a night out of the home’, by demographics, RoI, October 2016
-
- Figure 79: Agreement with the statement ‘I use ready-made party foods when hosting a party at home’, by demographics, RoI, October 2016
Back to top