What you need to know

Millennials have grown up in a digital world and one of their defining characteristics is their enthusiasm for technology and spending time online. However, they are also constantly on the lookout for new experiences, which can be as simple as trying a new type of food or going to a pub quiz. This need means that this group are also likely to go to live music festivals or sports events.

Millennials are a very sociable group, for whom spending time with their family and friends is a priority. They value their work/life balance and they realise that keeping fit and healthy is a key part of having a happy life.

All of this provides a positive outlook for leisure activities and venues; however, Millennials are a demanding audience that are financially cautious and are not particularly loyal unless an incentive is offered. They will want to take part in leisure activities, but not at the cost of their wallet and they won’t settle for the same time after time; leisure retailers will need to be flexible and change frequently to keep up.

Products covered in this report

This report examines the Millennial generations’ attitudes and behaviours towards leisure activities. Millennials are those born between 1980 and 1999. They are split into two generational groups of younger Millennials, those aged 16-25, and older Millennials, those aged 25-34.

It looks at trends in the leisure industry, as well as the factors that drive these trends. It provides consumer research into participation in leisure activities, including the following sectors:

  • Cinemas

  • Gambling (eg bingo, casinos, AWPs, National Lottery etc)

  • Live sports events (eg football, rugby, cricket, etc)

  • Museums/art galleries/exhibitions

  • Music concerts and festivals

  • Nightclubs

  • Private health and fitness clubs (eg David Lloyd, LA fitness)

  • Public leisure centres and swimming pools

  • Pubs/bars

  • Restaurants

  • Tenpin bowling

  • Theatres

  • Theme parks

  • Zoos/wildlife parks.

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