Table of Contents
Scope and Themes
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- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Young adults include more singles and are more ethnically diverse than older generations
- Leisure spend by 18-24s has grown faster than 25-34 year olds but is still much lower
- Box office and home video grow during recession
- Video games sales down due to high upfront costs
- Social interaction key to expanding gaming base
- 18-34s more likely to be spending more on dining out during recession
- 18-34s still attend live sports games for social experience
- 18-34s exercising more during recession and still going to the gym
- Ads offer style, humor, and value appeal to 18-34s
- Disruptive technologies that offer value are quickly adopted
- Leisure time decreases until middle age, creating need for time efficiency
- As discretionary spending is cut back, 18-24s become essential targets
- Internet overtakes TV as primary entertainment source among 18-34s
- 18-34s more likely to spend leisure time with friends
- Younger respondents more active online, though interests evolve with age
- Activities with guests evolve in the twenty-something decade
Insights and Opportunities
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- For ages 18-24: Focus on friends and inexpensive fun
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- Figure 1: Attitudes of 18-24 year olds toward self image and shopping, April 2008-June 2009
- For ages 25-34: Focus on time deprivation
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- Figure 2: Attitudes of 25-34 year olds toward shopping and leisure, April 2008-June 2009
- Market social interaction and convenience
Inspire Insights
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- The Next Media Revolution: A network of everything
- Augmented reality
- Implications for recorded entertainment: increased application of metadata to recorded entertainment
- Modern Urban Nomads
Background Factors
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- Young adults more ethnically diverse
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- Figure 3: U.S. population share, by race/ethnicity, 2004-14
- Income levels jump between 15-24 and 25-34 age groups
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- Figure 4: Distribution of personal income, by age, 2008
- Married segment and family segment become significant in 25-34 age range
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- Figure 5: Marital status, by age, 2008
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- Figure 6: Households with children, by age of householder, 2008
Household Expenditures
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- Leisure spending among households headed by 18-24s grows faster
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- Figure 7: Annual leisure expenditures of households headed by 18-24-year-olds, 2004-08
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- Figure 8: Annual entertainment expenditures of households headed by 25-34-year-olds, 2004-08
- Figure 9: Households by age of householder, 2008
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- Figure 10: Average annual entertainment expenditures as share of pre-tax income, 2003-07
- 18-24 year olds move away from out-of-home entertainment
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- Figure 11: Annual leisure spend as share of income of 18-24 year old households, by category, 1998-2008
- Spending of 25-34 year olds driven by AV equipment
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- Figure 12: Average annual leisure spend as share of income of 25-34 year old households, by category, 1998-2008
Recorded Entertainment
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- Box office and home video thrive during recession year
- Home video service also gains
- Music: DRM is a thing of the past
Video Games
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- Video games explode with new console launches
- Game sales fall during recession
- Emphasis on social aspects may expand consumer base
- MMOs offer extreme escapism and socialization
- Newer MMO appeals to broader audience for social networking
- Mobile gaming widespread but mostly played in solitude
- Taking cues from gaming to other arenas
Dining Out
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- 18-34s more likely to be dining out during recession
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- Figure 13: Reasons consumers eat out at casual restaurants, by age, July 2009
- Promotions should appeal to dates or socializing friends
- Convenience also key to repeat 18-34 customers
Sports and Exercise
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- Sports viewing more convenient via streaming and mobile technology
- Live sports attendance losing to HDTV but finds strength among 18-34s
- Health clubs most likely used by 18-34s
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- Figure 14: Health club membership status, by age, March 2009
- Friends and convenience attract membership
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- Figure 15: Attitudes toward health and fitness clubs, by age, March 2009
- Wii fitness titles combine convenience and video game fun
Television Advertising
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- Offbeat humor
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- Figure 16: Hulu.com—Seth MacFarlane, March 2009
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- Figure 17: NBA—Rip Hamilton, January 2009
- Nike chooses style over product claims
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- Figure 18: Nike—Delicious Training, August 2009
- Convenience and utility make strong marketing messages
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- Figure 19: Netflix—Shipping Center, July 2009
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- Figure 20: Apple—iPhone 3G apps, May 2009
- Celebrities carry greatest impact with younger consumers
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- Figure 21: Attitudes toward celebrity endorsements, by age, June 2009
Disruptive Innovations
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- Introduction
- Smartphones become even smarter
- Third-party applications
- Convergence of TV and internet
Leisure Time Available
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- Leisure time decreases until middle age, creating need for efficiency
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- Figure 22: Leisure time available, by age and gender, August 2009
Leisure Time and Hobbies
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- As discretionary spending is cut, 18-24s become more essential
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- Figure 23: Change in leisure activities from last year, by age, August 2009
- Men under 35 less likely to cut back than women
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- Figure 24: Change in leisure activities from last year, by age and gender, August 2009
Attitudes toward Television and the Internet
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- Respondents under 35 say internet primary source of entertainment
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- Figure 25: Attitudes toward television and the internet, by gender, June 2009
Attitudes toward Friends and Family
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- 18-34s more likely to spend leisure time with friends
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- Figure 26: Attitudes toward friends and family, by age, August 2009
- Women more family and home-oriented
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- Figure 27: Attitudes toward friends and family, by age and gender, August 2009
Online Activities
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- Younger respondents more active online, though interests evolve with age
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- Figure 28: Online leisure activities, by age, August 2009
- Men under 35 more likely to download
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- Figure 29: Online leisure activities, by age and gender, August 2009
Ownership of Leisure Equipment
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- 25-34 demographic key for newer home theater technologies
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- Figure 30: Ownership of leisure equipment, by age, August 2009
Entertaining Guests
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- 18-34s more likely to invite friends to their home
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- Figure 31: Frequency of entertaining guests, by age, August 2009
- Activities with guests evolve in the twenty-something decade
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- Figure 32: Activities when entertaining guests, by age, August 2009
Cluster Analysis
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- Leisure reducers
- Characteristics:
- Opportunity
- Unchanged relaxers
- Characteristics:
- Opportunity
- Leisure activists
- Characteristics:
- Opportunity
- Characteristic tables:
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- Figure 33: Young adult leisure clusters, August 2009
- Figure 34: Leisure time available, by young adult leisure clusters, August 2009
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- Figure 35: Change in leisure activities from last year, by young adult leisure clusters, August 2009
- Figure 36: Online leisure activities, by young adult leisure clusters, August 2009
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- Figure 37: Attitudes toward friends and family, by young adult leisure clusters, August 2009
- Figure 38: Ownership of leisure equipment, by young adult leisure clusters, August 2009
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- Figure 39: Frequency of entertaining guests, by young adult leisure clusters, August 2009
- Demographic tables:
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- Figure 40: Young adult leisure clusters, by gender, August 2009
- Figure 41: Young adult leisure clusters, by age group, August 2009
- Figure 42: Young adult leisure clusters, by household income group, August 2009
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- Figure 43: Young adult leisure clusters, by race, August 2009
- Figure 44: Young adult leisure clusters, by Hispanic origin, August 2009
- Cluster methodology:
Appendix: CES Definition for Entertainment Expenses
Appendix: Trade Associations
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