Table of Contents
Executive Summary
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- Millennials are ethnically diverse which will influence behaviour
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- Figure 1: Populations in England and Wales by ethnicity, 2011
- A quarter have household income of under £15,500 a year
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- Figure 2: Gross annual household income, by generation, March 2015
- Younger and older Millennials have very different living situations
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- Figure 3: Current living situation, by generation, March 2015
- Money-savvy Millennials opt for lower-cost leisure activities
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- Figure 4: Where Millennials choose to spend their extra money, March 2015
- Millennials are drinking less than any other generation
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- Figure 5: Proportion who claim to be teetotal, by age, 2011-13
- Half of Millennials will go to live events
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- Figure 6: Participation in live events during the last 12 months, by generation, March 2015
- New restaurants will be popular with Millennials
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- Figure 7: Attitudes towards eating out at restaurants, by generation, March 2015
- Over two thirds of Millennials exercise
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- Figure 8: Selected attitudes towards health and fitness, by gender, March 2015
- Money-savvy Millennials are cautious about spending on leisure
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- Figure 9: Amount spent on leisure activities during the last 12 months, March 2015
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- Figure 10: Selected attitudes towards spending money on leisure, by generation, March 2015
Issues and Insights
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- Responsible Millennials
- The facts
- The implications
- Appetite for new flavours and tastes
- The facts
- The implications
The Market – What You Need to Know
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- Millennials are the most ethnically diverse group in the UK
- Leisure time is considered part of having a successful life
- Nearly half of older Millennials are in the family lifestage
- Unemployment remains high for Millennials
- Leisure activities compete with saving when Millennials have spare cash
Who are the Millennials?
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- Millennials are the most ethnically diverse group in the UK
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- Figure 11: Populations in England and Wales, by ethnicity, by age, 2011
- Although they are career-driven Millennials want a work/life balance
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- Figure 12: Millennials’ life goals, March 2015
- One in four younger Millennials are either in a couple or in a family
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- Figure 13: Current living situation, by generation, March 2015
- 29% of younger Millennials have household income under £15,500
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- Figure 14: Gross annual household income, by generation, March 2015
Market Drivers
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- Unemployment for Millennials is falling but remains comparably high
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- Figure 15: Number of unemployed in the UK, by age, 2013 and 2015
- 77% of older Millennials are in employment
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- Figure 16: Current working situation, by generation, March 2015
- Tech-savvy Millennials have high expectations of digital services
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- Figure 17: Millennials’ technology product ownership, March 2015
- In terms of priorities for spare cash, leisure has to compete with savings
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- Figure 18: Where Millennials choose to spend their extra money, March 2015
- Today’s Millennials are the least likely to drink alcohol on a regular basis
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- Figure 19: Drinking during the week before being interviewed for the survey, by age, 2005-13
- Around a quarter of Millennials are teetotal
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- Figure 20: Proportion who claim to be teetotal, by age, 2005-13
The Consumer – What You Need to Know
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- Experiencing events live is attractive to Millennials
- Millennials are keen to try new flavours
- Technology used to help plan leisure time and save money
- Health and fitness is part of being successful for Millennials
Participation in Leisure Activities
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- Live events attract half of Millennials to participate at least once a year
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- Figure 21: Leisure attractions visited in the last 12 months (any frequency), March 2015
- A fifth of Millennials visit health clubs or leisure centres frequently
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- Figure 22: Leisure attractions visited in the last 12 months, by frequency, March 2015
- Eating in bars more popular than just drinking
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- Figure 23: Leisure attractions with age restrictions visited in the last 12 months (any frequency), March 2015
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- Figure 24: Leisure activities visited in the last 12 months, by frequency, March 2015
Interest in Different Venues
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- Millennials are experimental and social
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- Figure 25: Interest in trying types of venues, March 2015
- Pubs need to offer entertainment to appeal to Millennials
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- Figure 26: Interest in trying types of bar or club venues, March 2015
Attitudes towards Eating Out
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- Millennials can be a fickle audience for restaurants
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- Figure 27: Attitudes towards eating out at restaurants, by generation, March 2015
- User reviews are influential in how Millennials choose where to eat
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- Figure 28: Attitudes towards choosing new restaurants, by generation, March 2015
Attitudes towards Health and Fitness
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- One in three Millennials do no fitness activities at all
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- Figure 29: Participation in any fitness activity in the last 12 months, by generation, March 2015
- Half of Millennials would like to track their health and fitness via apps
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- Figure 30: Attitudes towards health and fitness tracking apps and social media, March 2015
- Nearly half of Millennials do not consider health when choosing what to eat
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- Figure 31: Attitudes towards nutrition, March 2015
- One in four agree that the benefits of gyms justify the cost
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- Figure 32: Attitudes towards the gym and body image, March 2015
Attitudes towards Spending on Leisure
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- Leisure spending is not increasing amongst Millennials
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- Figure 33: Amount spent on leisure activities during the last 12 months, by generation, March 2015
- Holidays are diverting funds from leisure activities
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- Figure 34: Reasons for Millennials not spending on leisure activities in the last 12 months, March 2015
- Cost-conscious Millennials use technology to save them money
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- Figure 35: Attitudes towards spending money on leisure, by generation, March 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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