Table of Contents
Executive Summary
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- The issues
- Barriers to leisure remain in place, especially for women
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- Figure 1: Barriers to leisure activities, by gender, May 2015
- A lack of time results in a lack of out-of-home participation
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- Figure 2: Out-of-home leisure activities – Monthly – And mean number of hours available on weekdays, by gender, May 2015
- Career, family take up hours of free time for Millennials, Gen Xers
- Millennials, iGens cut the cord
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- Figure 3: Entertainment subscriptions, by generation, May 2015
- The opportunities
- Appeal to lone rangers
- Use food to draw in consumers, keep them longer
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- Figure 4: Top five out-of-home leisure activities – Monthly, May 2015
- Offer activities that are social, physically active
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- Figure 5: Leisure activities – Monthly, Millennials versus all, May 2015
- Help consumers to recharge and then take charge
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- Figure 6: Attitudes toward the purpose of leisure, May 2015
- What it means
The Market – What You Need to Know
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- Leisure expenditures expected to continue growth trend
- Improving economy leads to increased confidence, more discretionary purchases
- Changing demographics, lifestyles to affect leisure market
- The definition of leisure may be changing
Market Size and Forecast
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- Leisure expenditure growth projected to taper slightly, moderate gains still expected
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- Figure 7: Total US consumer leisure* expenditures and fan chart forecast, at current prices, 2010-20
- Figure 8: Total US consumer leisure* expenditures and forecast, at current prices, 2010-20
Market Breakdown
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- Recreational services account for majority of leisure spending
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- Figure 9: Share of total US consumer leisure* expenditures, by segment, at current prices, 2013 and 2015
- Figure 10: US expenditures and fan chart forecast of recreational goods, at current prices, 2010-20
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- Figure 11: US expenditures and fan chart forecast of recreational services, at current prices, 2010-20
Market Factors
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- Consumer confidence rises as unemployment falls
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- Figure 12: Consumer confidence and unemployment, by month, April 2010-April 2015
- Aging population leads to decreased labor force participation
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- Figure 13: Americans aged 65+, total population and share of population, 2015-60
- Figure 14: Labor force participation, by month, June 2010-June 2015
- More Americans living alone
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- Figure 15: Share of households by number of persons per household, 1960-2013
- Technology blurs lines between work and play
Key Players – What You Need to Know
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- Once booming leisure activities now struggle
- Ancillary offerings, seamless payment help drive profits
- Organizations capitalize on nostalgia, education
- Leisure comes to consumers, instead of the other way around
What’s Working?
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- Ancillary products drive profits
- Adults release their inner child
- Online classes help users to improve skills, try new hobbies, get fit
- LGBT ads hit their target
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- Figure 16: Amazon, “Kindle Paperwhite: Perfect at the Beach,” February 2013
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- Figure 17: Spotify, “Can’t Find the Words?” April 2014
- Figure 18: DirecTV, “Rivalry – DIRECTV NFL SUNDAY TICKET TV Spot,” September 2014
What’s Facing Challenges?
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- Classics struggle to attract young, diverse consumers
- Expensive, time-consuming athletic activities lose out to alternatives
What’s Next?
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- Bite-sized entertainment
- Bringing the fun to consumers
- Seamless payment
The Consumer – What You Need to Know
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- All work and no play? Not so true
- Streaming solo: Video entertainment, television remain popular
- Nature, nutrition draw consumers out of home
- Younger consumers recharge then take charge
Perceived Amount of Leisure Time
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- Consumers average more than four hours of leisure each day
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- Figure 19: Amount of perceived leisure time, weekday and weekend, May 2015
- Women still spend more time on housework
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- Figure 20: Amount of perceived leisure time, weekday, by gender, May 2015
- Generation X and Millennials report the least amount of leisure time
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- Figure 21: Mean amount of perceived leisure time, weekday and weekend, by generation, May 2015
Leisure Time Companions
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- Most leisure time spent alone or with immediate family
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- Figure 22: Leisure time companions, by weekday and weekend, May 2015
In-Home Video and Entertainment
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- Netflix is nearly as popular as cable/satellite
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- Figure 23: TV/Video subscriptions, May 2015
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- Figure 24: Entertainment subscriptions, by generation, May 2015
- Smart TVs becoming established; wireless streaming devices poised for growth
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- Figure 25: Frequency of using in-home media devices used to watch streaming shows and movies, May 2015
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- Figure 26: In-home media devices used to watch shows and movies, by generation, May 2015
Out-of-Home Leisure Activities
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- Dining out tops the list of leisure activities
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- Figure 27: Out-of-home Leisure activities – Monthly, May 2015
- Men participate in more leisure activities outside of the home
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- Figure 28: Out-of-home leisure activities – Monthly, by gender, May 2015
- Millennial generation more active than others
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- Figure 29: Leisure activities – Monthly, by generation, May 2015
- Asians more involved in enrichment activities
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- Figure 30: Enrichment leisure activities – Monthly, by race, May 2015
Aspirational Activities
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- Family, friends, fitness are top of mind
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- Figure 31: Aspirational leisure activities, May 2015
- Women aspire toward betterment
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- Figure 32: Aspirational leisure activities, by gender, May 2015
Leisure Time Barriers
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- Household responsibilities are obstacles to women’s leisure
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- Figure 33: How time is spent in an average day, leisure time on weekends and holidays, by gender, 2014
- Working, commuting are barriers to leisure
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- Figure 34: Barriers to leisure activities, by gender, May 2015
- Barriers to leisure vary by generation
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- Figure 35: Barriers to leisure activities, by generation, May 2015
Attitudes Toward Leisure Time
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- Consumers seek to balance leisure time activities
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- Figure 36: Attitudes toward the purpose of leisure, by generation, May 2015
- Millennials and iGens: Social both online and offline
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- Figure 37: Attitudes toward leisure and socialization, by generation, May 2015
- Women more concerned than men with leisure activity pricing
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- Figure 38: Attitudes toward the cost of leisure activities, by gender, May 2015
LGBTs and Leisure Time
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- Sexual orientation impacts who people spend their time with
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- Figure 39: Companions for leisure – Weekday and weekends, LGBT versus heterosexual, May 2015
- LGBT consumers more likely to go to bars, museums
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- Figure 40: Select out-of-home leisure activities – Monthly, by LGBT and Heterosexual, May 2015
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- Figure 41: Select out-of-home leisure activities – Monthly, by gay/bisexual men and heterosexual men, May 2015
- LGBT viewers subscribe to more content, use more devices
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- Figure 42: TV/Video subscriptions, by LGBT and heterosexual, May 2015
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- Figure 43: In-home media devices used to watch streaming shows and movies, by LGBT and heterosexual, May 2015
- Many LGBT aspire to spend more time at bars, live events
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- Figure 44: Select aspirational leisure activities, by LGBT and Heterosexual, May 2015
- Heterosexuals want activities to align with values; LGBT want to learn
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- Figure 45: Select attitudes toward leisure and socialization, by LGBT and Heterosexual, May 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Expenditures data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- The market
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- Figure 46: Total US consumer leisure* expenditures and forecast, at inflation-adjusted prices, 2010-20
- Figure 47: Total US consumer leisure* expenditures, by segment, at current prices, 2013 and 2015
- Figure 48: US expenditures and forecast of recreational goods, at current prices, 2010-20
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- Figure 49: US expenditures and forecast of recreational goods, at inflation-adjusted prices, 2010-20
- Figure 50: US expenditures and forecast of recreational services, at current prices, 2010-20
- Figure 51: US expenditures and forecast of recreational services, at inflation-adjusted prices, 2010-20
- Market factors
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- Figure 52: Total US share of households by number of persons per household, 1960-2013
- Figure 53: Total US population distribution and forecast, by age, 2015-60
- Figure 54: Labor force participation, by month, June 2010-June 2015
- Figure 55: Consumer confidence and unemployment, by month, April 2010-April 2015
Appendix – Consumer
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- Figure 56: Past 12 month leisure activities, by gender, February 2015-March 2015
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- Figure 57: Time spent in primary activities, averages per day, by gender, 2014
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- Figure 58: Time spent in leisure and sports activities on weekends and holidays, by gender, 2014
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Appendix – LGBT Social Media
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- Methodology
- Key findings
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- Figure 59: LGBT online discussion of social issues and sentiment, June 15, 2014- Dec. 15, 2014
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- Figure 60: LGBT online discussion of social issues and sentiment, by gender, June 15, 2014- Dec. 15, 2014
- Discrimination
- Gender overview
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- Figure 61: LGBT selected discrimination discussions, June 15, 2014-Dec. 15-2014
- Transgender rights
- Gender overview
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- Figure 62: LGBT selected transgender discussions, June 15, 2014-Dec. 15-2014
- Homelessness
- Gender overview
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- Figure 63: LGBT selected homelessness discussions, June 15, 2014-Dec. 15-2014
Appendix – Qualitative Research
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- Question: Ideal day
- Responses:
- Question: How free time is spent
- Responses:
- Question: Gathering with others
- Responses:
- Question: Interest in activities
- Responses:
- Question: Companies and LGBT issues
- Responses:
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