Table of Contents
Scope and Themes
-
- What you need to know
- Definitions
- Data sources
- Entertainment spend data
- Consumer survey data
- Advertising creative
- Abbreviations
- Terms
Executive Summary
-
- Entertainment spending
- Parents spending more on entertainment activities
-
- Figure 1: U.S. households’* average annual expenditures in select entertainment categories, by presence of children in household, 2010-11
- Recreational lessons account for the largest share of spending on fees, admissions
-
- Figure 2: U.S. households’* average annual expenditures on fees and admissions, by presence of children in household, 2010-11
- Factors driving entertainment spending
- Larger households with more income positioned to spend more on entertainment
-
- Figure 3: U.S. households’* average annual income and entertainment spending, by number of people in household, 2011
- However, wariness about the economy encourages spending less
-
- Figure 4: Likelihood of finding it difficult if paychecks were delayed a week, 2006-12
- Figure 5: Incidence of having $500 or less in savings or any specific savings strategy, September 2012
- The consumer
- Parents decreasing entertainment spending, but young inclined to spend more
-
- Figure 6: Change in spending on family entertainment compared to last year, Millennials vs. non-Millennials, October 2012
- Younger dads inclined to spend more money in this sector each month
-
- Figure 7: Money spent on family entertainment in a typical month, by gender and age of parent, October 2012
- Younger dads also tend to spend more time on entertainment events
-
- Figure 8: More time spent on family activities away from and at home in the past 12 months, by gender and age of parent, October 2012
- Budget and kids’ time the biggest barriers to family entertainment activities
-
- Figure 9: Top two factors that prevent more frequent participation in family entertainment activities, October 2012
- Families enjoying their time together, but may need to do so at home
-
- Figure 10: Top three attitudes toward family entertainment activities, October 2012
- Moms and dads consulting different sources for entertainment information
-
- Figure 11: Sources relied on for information about family entertainment events, by gender, October 2012
- What we think
Issues in the Market
-
- Can the need for home activities balance with desires to be away?
- Are marketers promoting the best options for in-home entertainment?
- Should marketers do more to target dads?
Insights and Opportunities
-
- Key points
- More games combining reality and fiction
-
- Figure 12: Chicago Field Museum “I Dig Tanzania” flier, May 2012
- State-centric day trips “on a tankful”
Trend Application
-
- Inspire Trend: The Nouveau Poor
- Inspire Trend: Men Shopping Badly
- Inspire 2015 trends
- Brand Intervention
Annual Household Entertainment Expenditures
-
- Key points
- U.S. households with children spending more on entertainment
-
- Figure 13: U.S. households’* average annual expenditures in select entertainment categories, by presence of children in household, 2010-11
- Families spending the most on recreational lessons
-
- Figure 14: Households’* average annual expenditures on fees and admissions, by presence of children in household, 2010-11
Drivers of Family Entertainment Spending
-
- Overview
- Entertainment spending increases with household size, income
-
- Figure 15: U.S. households’* annual income and entertainment spending, by number of people in household, 2011
- Yet, families still see a need to spend less in this sector overall
- Most Americans living paycheck to paycheck…
-
- Figure 16: Likelihood of finding it difficult if paychecks were delayed a week, 2006-12
- …and many have minimal savings
-
- Figure 17: Incidence of having $500 or less in savings or any specific savings strategy, September 2012
-
- Figure 18: Economic possibilities Americans are more afraid of, September 2012
- Tax fears also lead to less spending
-
- Figure 19: Expected impact of the presidential election on income, spending, and taxes, October 2012
Innovations and Innovators
-
- Key points
- Online game allows kids to learn about their real families
-
- Figure 20: Facebook “Family Village” game, January 2013
- Zume Games add new flair to indoor, outdoor family entertainment
-
- Figure 21: Zume Games’ “Canz” tossing target game, May 2012
- DreamWorks plans for new theme park
-
- Figure 22: DreamWorks Theme Park, American Dream Mall, July 2012
Marketing Strategies
-
- Key points
- TV commercials promote family bonding opportunities at home
- Microsoft
-
- Figure 23: Microsoft “Family Fun” TV ad, August 2012
- Nickelodeon
-
- Figure 24: Nickelodeon “I Know Them Well” TV ad, July 2012
- Food Network
-
- Figure 25: Food Network “Family Time” TV ad, October 2012
- However, there are also good deals for activities away from home
- Greensboro Coliseum Complex
-
- Figure 26: Greensboro Coliseum Complex “Tip Off” TV ad, February 2012
- Ringling Bros. and Barnum & Bailey
-
- Figure 27: Ringling Bros. and Barnum & Bailey “The Legend of the Dragon (LAX)” TV ad, June 2012
- Cherry Creek Arts Festival
-
- Figure 28: Cherry Creek Arts Festival “Three in One” TV ad, June 2012
- Website promotions also push family deals and savings
- Celebration! Cinema
-
- Figure 29: Celebration! Cinema Flick’s Family Film Festival web ad, December 2012
- Figure 30: Celebration! Cinema Monday Movies with Moms web ad, December 2012
- Six Flags Over Georgia
-
- Figure 31: Six Flags Over Georgia Discover Family Meal Deals web ad, January 2013
Family Entertainment Spending Now vs. Last Year
-
- Key points
- More than four in 10 spending less on family entertainment
-
- Figure 32: Change in spending on family entertainment compared to last year, October 2012
-
- Figure 33: Change in spending on family entertainment compared to last year, by gender and age, October 2012
- Millennials stray from the norm, spending more on family entertainment
-
- Figure 34: Change in spending on family entertainment compared to last year, Millennials vs. non-Millennials, October 2012
Family Entertainment Spending in a Typical Month
-
- Key points
- Majority of families spending less than $100 per month on entertainment
-
- Figure 35: Money spent on family entertainment in a typical month, by change in spending on family entertainment, October 2012
- Younger dads typically spend the most on family entertainment
-
- Figure 36: Money spent on family entertainment in a typical month, by gender and age of parent, October 2012
Time Spent on Family Activities
-
- Key points
- Families spending more time together, primarily at home
-
- Figure 37: Change in time spent on family activities away from and at home in the past 12 months, October 2012
- Insight: Are families really “together” when they are watching TV or movies?
- Young parents tend to spend more time with family anywhere
-
- Figure 38: More time spent on family activities away from and at home in the past 12 months, by age of parent, October 2012
-
- Figure 39: More time spent on family activities away from and at home in the past 12 months, by gender and age of parent, October 2012
- Board games may be a draw for families with young kids
-
- Figure 40: Top five board games kids own, by age, April 2011-June 2012
- Siblings the most likely to bond through video games
-
- Figure 41: Who kids play video games with, by age, April 2011-June 2012
- Figure 42: Top five reasons parents play video games with their kids, 2012
- Insight: The need for balance in video game play
Barriers to Participating in Family Entertainment
-
- Key points
- Budget, time the most likely to prevent participation in family activities
-
- Figure 43: Factors that prevent more frequent participation in family entertainment activities, October 2012
-
- Figure 44: Factors that prevent more frequent participation in family entertainment activities, by number of children in household, October 2012
- Work obligations primarily a barrier to younger parents
-
- Figure 45: Factors that prevent more frequent participation in family entertainment activities, by age, October 2012
Attitudes Toward Family Entertainment Activities
-
- Key points
- More than nine in 10 parents say family activities are enjoyable
-
- Figure 46: Attitudes toward family entertainment activities, October 2012
-
- Figure 47: Attitudes toward family entertainment activities, by gender of parent, October 2012
- Kids and teens appreciate family time, too
-
- Figure 48: Kids and teens’ opinions about family and spending time with family during their free time, by age, April 2011-June 2012
- For young kids, playing with toys may represent the ideal family time experience
-
- Figure 49: What kids spend their allowance/money on, by age, April 2011-June 2012
- Figure 50: Top five toys and games kids own or use, by age, April 2011-June 2012
Sources for Family Entertainment Event Information
-
- Key points
- Friends, relatives the go-to sources for family event information
-
- Figure 51: Sources relied on for information about family entertainment events, October 2012
- While moms consult the “experts,” more dads look for online deals
-
- Figure 52: Sources relied on for information about family entertainment events, by gender, October 2012
Impact of Race and Hispanic Origin
-
- Key points
- Hispanics the most inclined to spend more on family entertainment
-
- Figure 53: Spending on family entertainment compared to last year, by race/Hispanic origin, October 2012
- Figure 54: Distribution of generations, total population and Hispanic origin groups, 2012
- Hispanics also the most likely to spend $300 or more per month
-
- Figure 55: Money spent on family entertainment in a typical month, by race/Hispanic origin, October 2012
- Blacks the most likely to set a budget for family entertainment
-
- Figure 56: Attitudes toward family entertainment activities, by race/Hispanic origin, October 2012
- Figure 57: Median household income by race and Hispanic origin of householder, 2011
Cluster Analysis
-
-
- Figure 58: Parent clusters, October 2012
- Big Spenders
- Demographics
- Characteristics
- Opportunity
- Indifferent Parents
- Demographics
- Characteristics
- Opportunity
- Cost-conscious Parents
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
-
- Figure 59: Change in spending on family entertainment compared to last year, by parent clusters, October 2012
- Figure 60: Money spent on family entertainment in a typical month, by parent clusters, October 2012
-
- Figure 61: More time spent on family activities away from and at home in the past 12 months, by parent clusters, October 2012
- Figure 62: Factors that prevent more frequent participation in family entertainment activities, by parent clusters, October 2012
-
- Figure 63: Attitudes toward family entertainment activities, by parent clusters, October 2012
- Figure 64: Sources relied on for information about family entertainment events, by parent clusters, October 2012
- Cluster demographic tables
-
- Figure 65: Profile of parent clusters, by gender, age, household income, and number of children in household, October 2012
- Figure 66: Profile of parent clusters, by race and Hispanic origin, October 2012
- Cluster methodology
-
Appendix—Other Useful Consumer Tables
-
- Family entertainment spending now vs. last year
-
- Figure 67: Change in spending on family entertainment compared to last year, by household income, October 2012
-
- Figure 68: Change in spending on family entertainment compared to last year, by number of people in household, October 2012
-
- Figure 69: Change in spending on family entertainment compared to last year, by number of children in household, October 2012
- Family entertainment spending in a typical month
-
- Figure 70: Money spent on family entertainment in a typical month, Millennials vs. non-Millennials, October 2012
-
- Figure 71: Money spent on family entertainment in a typical month, by number of children in household, October 2012
- Time spent on family entertainment activities in last 12 months
-
- Figure 72: More time spent on family activities away from and at home in the past 12 months, by gender of parent, October 2012
-
- Figure 73: More time spent on family activities away from and at home in the past 12 months, by household income, October 2012
-
- Figure 74: More time spent on family activities away from and at home in the past 12 months, by race/Hispanic origin, October 2012
-
- Figure 75: More time spent on family activities away from and at home in the past 12 months, Millennials vs. non-Millennials, October 2012
-
- Figure 76: More time spent on family activities away from and at home in the past 12 months, by number of children in household, October 2012
-
- Figure 77: More time spent on family activities away from and at home in the past 12 months, by money spent on family entertainment in a typical month, October 2012
-
- Figure 78: Kids’ frequency of playing board games in the last month, by age, April 2011-June 2012
- Barriers to participating in family entertainment
-
- Figure 79: Factors that prevent more frequent participation in family entertainment activities, by gender, October 2012
-
- Figure 80: Factors that prevent more frequent participation in family entertainment activities, by gender and age, October 2012
-
- Figure 81: Factors that prevent more frequent participation in family entertainment activities, by household income, October 2012
-
- Figure 82: Factors that prevent more frequent participation in family entertainment activities, by race/Hispanic origin, October 2012
-
- Figure 83: Factors that prevent more frequent participation in family entertainment activities, by household size, October 2012
-
- Figure 84: Factors that prevent more frequent participation in family entertainment activities, Millennials vs. non-Millennials, October 2012
- Attitudes toward family entertainment activities
-
- Figure 85: Attitudes toward family entertainment activities, by age of parent, October 2012
-
- Figure 86: Attitudes toward family entertainment activities, by gender and age of parent, October 2012
-
- Figure 87: Attitudes toward family entertainment activities, by household income, October 2012
-
- Figure 88: Attitudes toward family entertainment activities, by household size, October 2012
-
- Figure 89: Attitudes toward family entertainment activities, Millennials vs. non-Millennials, October 2012
-
- Figure 90: Attitudes toward family entertainment activities, by number of children in household, October 2012
-
- Figure 91: Other toys and games kids own or use, by age, April 2011-June 2012
- Sources of information on family entertainment
-
- Figure 92: Sources relied on for information about family entertainment events, by age of parent, October 2012
-
- Figure 93: Sources relied on for information about family entertainment events, by gender and age of parent, October 2012
-
- Figure 94: Sources relied on for information about family entertainment events, by household income, October 2012
-
- Figure 95: Sources relied on for information about family entertainment events, by race/Hispanic origin, October 2012
-
- Figure 96: Sources relied on for information about family entertainment events, by number of people in household, October 2012
-
- Figure 97: Sources relied on for information about family entertainment events, Millennials vs. Non-Millennials, October 2012
-
- Figure 98: Sources relied on for information about family entertainment events, by number of children in household, October 2012
Appendix—Trade Associations
Back to top