Table of Contents
Executive Summary
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- Shifts in consumers’ attitudes and behaviours
- Recovery of confidence in leisure spending takes longer time
- Leisure time will be reduced given higher priority to career
- Prefer in-home leisure over out-of-home
- Pure entertainment will be deprioritised
- Preferred delivery format of leisure activities will change
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- Figure 1: Preferred ways to consume different leisure activities after COVID-19, online VS offline, July 2020
- Impact on the market and the future outlook
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- Figure 2: Summary of impact of COVID-19 on in-home and out-of-home leisure
- The consumer
- More time on self-improvement and parenting
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- Figure 3: In-home leisure time allocation after the COVID-19 outbreak, May 2020
- Fitness and learning outweigh other options in out-of-home leisure time
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- Figure 4: Out-of-home leisure time allocation, May 2020
- Three factors motivate consumers to learn during leisure time
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- Figure 5: Reasons for learning knowledge and skills in leisure time, May 2020
- Priority of ethical consumption surges when choosing in-city leisure venues
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- Figure 6: Consideration factors for in-city leisure venue, May 2020
- Family trips on the rise, whilst solo travel becomes more niche
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- Figure 7: Desired travel companions after COVID-19, May 2020
- Activities that benefit their career and help them feel ethical appeal to consumers
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- Figure 8: Attitudes toward Leisure Activities – leisure budget, May 2020
- What we think
Issues and Insights
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- How offline entertainment adapts and survives post-outbreak
- The facts
- The implications
- Capture the learning and self-accomplishment trend within and even beyond the leisure market
- The facts
- The implications
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- Figure 9: Yuan Shi Mu Yu introduces wood furniture knowledge to consumers on Tmall brand official store, 2020
- Feeling ethically good is the new differential
- The facts
- The implications
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- Figure 10: KFC in collaboration with Ant Forest
- Figure 11: Mindfully Made by David Jones
The Market – What You Need to Know
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- Long-time cautious leisure spending and life priorities more work focused
- Shifts in leisure preferences: time allocation, content and delivery format
- Leisure trends to watch post-outbreak
- Leisure operators adapt to the changes
- Future outlook
Impact on the Market
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- Online delivery of traditionally offline cultural activities
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- Figure 12: Museum live stream landing page on TikTok, 2020
- Leading video-streaming platform expands to online sports
- Responding to consumers’ desire for learning
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- Figure 13: Knowledge category launched by bilibili, 2020
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- Figure 14: Mini courses launched by the Palace Museum for children, 2020
- Cinemas come back slowly
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- Figure 15: Shanghai International Film Festival, 25 July – 2 August 2020
Shifts in Consumers’ Attitudes and Behaviours
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- Impact of COVID-19 on consumer finance and lifestyle
- Consumers will be cautious about leisure spending for a long time
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- Figure 16: Consumers’ financial status since the outbreak of COVID-19, March, May and July, 2020
- Young people prioritise work over leisure
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- Figure 17: Consumers’ attitude toward impact of COVID-19 on career, by age, 2 July 2020
- Attention to hygiene will change ways of enjoying leisure activities
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- Figure 18: Worries about the risks of exposure to COVID-19, 5 March and 2 July 2020
- Impact of COVID-19 on consumers’ leisure preferences
- More time for in-home leisure activities
- Pure out-of-home entertainment gets lower priority
- Preferred delivery format of leisure content will change
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- Figure 19: Preferred ways to consume different leisure activities after COVID-19, online VS offline, July 2020
Future Outlook
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- How leisure trends will evolve in the post-outbreak world
- Meaningful leisure time that powers consumers’ personal achievement
- Consume responsibly and feel ethically good: a new angle to decode leisure experiences
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- Figure 20: Changes in priority given to the environment since the outbreak of coronavirus, 2 July 2020
- Satisfying the need for personal connection through leisure activities
- Leisure market outlook
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- Figure 21: Summary of impact of COVID-19 on in-home and out-of-home leisure
The Consumer – What You Need to Know
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- Consumers are prudent about leisure spending
- Prefer spending leisure time at home rather than outside the home
- Learning knowledge and skills are the most preferred leisure choice both in and out of home after the COVID-19 outbreak
- Feeling ethically good gains importance
- Family and friend relationships are highly valued
In-Home Leisure Time Allocation
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- More in-home leisure time invested on self-improvement and parenting
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- Figure 22: In-home leisure time allocation after COVID-19, May 2020
- Young consumers want meaningful in-home leisure through learning
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- Figure 23: In-home leisure activities which late teens/early 20s want to spend more time on after COVID-19, May 2020
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- Figure 24: In-home leisure time allocation of selected activities – spend more time, by age, May 2020
- In-home fitness will boom post-outbreak
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- Figure 25: Sports and exercise time allocation after COVID-19: at home vs out of home, May 2020
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- Figure 26: Spend more time on in-home fitness after COVID-19, by demographic, May 2020
- In-home cooking will see opportunities with early 20s consumers
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- Figure 27: Dining habit before the outbreak of COVID-19, September 2019 (left) and May 2019 (right)
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- Figure 28: Spend more time on in-home cooking/baking after COVID-19, by demographic, May 2020
- Key gaming consumers are still young people aged 18-24 post-outbreak
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- Figure 29: Leisure time allocation on gaming, before and after COVID-19, August 2019 (before COVID-19), May 2020 (after COVID-19)
- Figure 30: Leisure time allocation after COVID-19 – playing video games at home, by age, May 2020
Out-of-Home Leisure Time Allocation
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- Learning and health prioritised in out-of-home leisure time
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- Figure 31: Out-of-home leisure time allocation, May 2020
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- Figure 32: In-home vs Out-of-home time allocation, May 2020
- Young people value learning opportunities more than entertainment
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- Figure 33: Spend more out-of-home leisure time on learning knowledge or skills, by age, May 2020
- Cinemas will lead in-city leisure recovery by targeting late teens/early 20s in tier one cities
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- Figure 34: Out-of-home leisure time allocation – going to the cinema, before vs after COVID-19, August 2019 (left), May 2020 (right)
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- Figure 35: Out-of-home leisure time allocation – going to the cinema after COVID-19, by city tier, May 2020
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- Figure 36: Spend more time on going to the cinema after COVID-19, by age, May 2020
- High-income families with children will be first to resume outbound travel
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- Figure 37: Spend more time on outbound travel, by demographic, May 2020
- Figure 38: Potential outbound travellers’ attitudes toward travel budget, May 2020
- Young families and high-income singletons show more interest in domestic travel
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- Figure 39: Spend more time on domestic travel, by demographic, May 2020
Drivers for Learning Knowledge and Skills in Leisure Time
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- Three factors behind the passion for learning during leisure time
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- Figure 40: Reasons for learning knowledge and skills in leisure time, May 2020
- Young people are more encouraged by career-related learning activities
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- Figure 41: Selected reasons for learning knowledge or skills in leisure time, by age, May 2020
- Respond to parents’ need for support in helping children learn academic knowledge
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- Figure 42: Top five reasons for taking part in learning activities in leisure time among parent consumers, May 2020
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- Figure 43: Parenting motivations of learning knowledge or skills in leisure time among parent consumers, by children’s age, May 2020
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- Figure 44: Parenting motivations of learning knowledge or skills in leisure time among parent consumers, by parents’ education level, May 2020
Factors for Choosing In-City Leisure Venue
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- Hygiene and sustainability on the rise
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- Figure 45: Consideration factors for in-city leisure venues, May 2020
- Socially responsible venues will attract mature high-income consumers
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- Figure 46: Consideration factors for in-city leisure venues – supporting environmental protection*, May 2020
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- Figure 47: Attitude toward leisure activities, consumers who prioritise sustainability when choosing leisure venues vs those who do not, May 2020
Travel Companions
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- Family trips remain popular, whilst solo travel becomes even more niche
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- Figure 48: Desired travel companions after COVID-19, May 2020
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- Figure 49: Travel companions before COVID-19, November 2017 (left and right)
- Market “happy time with friends” to late teen/early 20s travellers
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- Figure 50: Desired travel companions after COVID-19, late teens/early 20s vs older consumers, May 2020
Attitudes toward Leisure Activities
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- Consumers stay prudent while being interested in career-benefiting and feel-good activities
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- Figure 51: Attitudes toward Leisure Activities – leisure budget, May 2020
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- Figure 52: Attitudes toward Leisure Activities – benefit of leisure activities, May 2020
- Figure 53: Attitudes toward Leisure Activities – leisure time and positive impact on surroundings, May 2020
- Changing priorities in leisure time after the outbreak
- More conservative toward leisure spending
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- Figure 54: Comparison of attitudes toward leisure spending, before vs after COVID-19, March 2018 and May 2020
- Helping career development gains rising importance
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- Figure 55: Comparison of attitudes toward benefiting career development, before vs after COVID-19, March 2018 and May 2020
- Enhancing relationships still important
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- Figure 56: Comparison of attitudes toward family/friend relationship in leisure time, before vs after COVID-19, March 2018 and May 2020
- Trading relaxation time for work
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- Figure 57: Comparison of attitudes toward relaxation in leisure time, before vs after COVID-19, March 2018 and May 2020
- Budget control matters more to 18-24s
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- Figure 58: Attitude toward leisure spending, by age, May 2020
- Figure 59: Attitudes toward leisure budget control after COVID-19 - big-ticket vs small-ticket spending, by age, May 2020
Meet the Mintropolitans
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- MinTs willing to spend more time on leisure both in and outside the home
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- Figure 60: In-home leisure activities which consumers would like to spend more time on, by consumer classification, May 2020
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- Figure 61: Out-of-home leisure activities which consumers would like to spend more time on, by consumer classification, May 2020
- Big family trips find potential consumers among MinTs
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- Figure 62: Desired travel companions after COVID-19, by consumer classification, May 2020
- In-city leisure venues can feature sustainability to target MinTs
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- Figure 63: Consideration factors for in-city leisure venue, by consumer classification, May 2020
- Responding to MinTs’ need to feel ethically good in leisure time
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- Figure 64: Attitudes toward leisure activities – selected statements, by consumer classification, May 2020
- Figure 65: Mintropolitans’ attitudes toward leisure activities – selected statements, by age, May 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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