Table of Contents
Executive Summary
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- An £80 billion industry
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- Figure 1: Forecast UK leisure industry* market value, 2010-20
- Live music sees fastest growth in past five years
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- Figure 2: Value of the UK leisure industry*, by segment, 2015
- Apps continue to dominate innovation
- Let’s get social
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- Figure 3: Leisure activity participation in the past 12 months – Overview, August 2015
- Most consumers interact with operators via their website
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- Figure 4: How consumers communicate or interact with leisure venue operators, August 2015
- People still prefer desktops and laptops for visiting websites
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- Figure 5: Devices used to visit leisure venue operators' websites, August 2015
- Unsubscribing from emails polarises among youngest and oldest
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- Figure 6: Attitudes towards digital communication/interaction with leisure venue operators, August 2015
- Email is the preferred channel but others on the rise
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- Figure 7: Consumer preferences regarding receiving information on special offers/deals from leisure venue operators, August 2015
- In-home equivalents of eating out and cinema are most popular in-home leisure activities
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- Figure 8: Leisure activities done at home in the past 12 months, August 2015
- Convenience is seen as major attraction of going out
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- Figure 9: Attitudes towards going out and staying in, August 2015
- What we think
Issues and Insights
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- Where are the opportunities for apps in the leisure industry?
- The facts
- The implications
- Extending their brands into new spaces offers opportunities for operators
- The facts
- The implications
The Market – What You Need to Know
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- Leisure industry set to break through £80 billion barrier in 2015
- Live music shows strongest growth in past five years
- Leisure operators’ staff costs set to rise
- Technology ownership changes offer opportunities for operators
- Income squeeze of recent years comes to an end
Market Size and Forecast
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- Leisure industry set to break through £80 billion barrier in 2015
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- Figure 10: Value of the UK leisure industry*, 2010-15
- Forecast
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- Figure 11: Forecast UK leisure industry* market value, 2010-20
Segment Performance
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- Live music sees fastest growth in past five years
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- Figure 12: Value of the UK leisure industry*, by segment, 2010-15
- Figure 13: Value of the UK leisure industry*, by segment, 2015
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- Figure 14: Value growth rates for leisure industry* sectors, 2010-15
- Figure 15: Value growth rates for leisure industry* sectors, 2014-15
Market Drivers
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- Leisure operators’ staff costs set to rise
- Technology ownership changes herald a new era for leisure operators
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- Figure 16: Trends in personal ownership of selected digital devices, November 2014-April 2015
- Legislation continually altering leisure landscape
- New Bill will see pub ties broken
- Greater transparency in ticket reselling
- VAT Club campaigns for lower rates for leisure businesses
- Mergers and acquisitions
- Economic drivers
- UK economy forecast to grow steadily
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- Figure 17: Forecasts for UK GDP growth, 2014-20, July 2015
- Income squeeze of recent years comes to an end
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- Figure 18: Trends in inflation and average weekly earnings, January 2010-June 2015
- Consumer confidence bounces back
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- Figure 19: Trends in UK consumer confidence, January 2010-August 2015
- Youth unemployment
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- Figure 20: Trends in UK unemployment rates* (seasonally adjusted), by age group, 2010-15
- Other factors
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- Figure 21: Trends in utility prices* paid by non-domestic consumers, 2010-15
Key Players – What You Need to Know
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- Apps continue to dominate innovation
- Restaurant and pub operators seek to develop new meal occasions
- Leisure operators turn to crowdfunding as alternative to banks and private equity
Launch Activity and Innovation
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- Apps continue to dominate innovation
- Easier payment for foodservice operators
- Integrated event discovery, ticketing and in-venue commerce
- Apps could help venues to stop serving inebriated customers
- Mobile food and drink ordering for bingo customers
- Apps and tourism development
- Eddystone beacon format offers more scope for location-specific, real-time targeting
- Restaurant and pub operators seek to develop new meal occasions
- Growth in new formats focusing on rotisserie and seafood
- Bricks and mortar operators looking to give consumers a reason to visit
- Virgin seeks to exploit growth in wearable tech
- Leisure operators turn to crowdfunding as alternative to banks and private equity
- Crowdsourcing on the rise
The Consumer – What You Need to Know
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- Let’s get social
- Most consumers interact with operators via their website
- People still prefer desktops and laptops for visiting websites
- Unsubscribing from emails polarises among youngest and oldest
- Email is the preferred channel but others on the rise
- In-home equivalents of eating out and cinema are most popular in-home leisure activities
- Maximising convenience
Leisure Activity Participation
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- Let’s get social
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- Figure 22: Leisure activity participation in the past 12 months – Overview, August 2015
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- Figure 23: Leisure activity participation in the past 12 months – Detailed analysis, August 2015
How Consumers Communicate/Interact with Leisure Venue Operators
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- Most consumers interact with leisure venue operators via their website
- Social media holds potential for further growth
- Personal interaction still seen as important
- Giving people a reason to visit
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- Figure 24: How consumers communicate or interact with leisure venue operators, August 2015
Devices Used to Visit Leisure Venue Operators' Websites
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- Desktops and laptops preferred for visiting leisure venue operators’ websites
- Tablet use is encouraging
- A good case for encouraging app downloading
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- Figure 25: Devices used to visit leisure venue operators' websites, August 2015
Attitudes towards Digital Communication/Interaction
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- Youngest and oldest age groups most likely to unsubscribe because of too many emails
- Consumers open to location-based marketing via an app
- Appetite for contactless payment
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- Figure 26: Attitudes towards digital communication/interaction with leisure venue operators, August 2015
Consumer Preferences Regarding Special Offers/Deals
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- Email is the preferred channel
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- Figure 27: Consumer preferences regarding receiving information on special offers/deals from leisure venue operators, August 2015
Leisure Activities Done at Home
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- In-home equivalents of eating out and cinema are most popular in-home leisure activities
- Benefits to be had from migrating customers from phone to digital?
- Opportunity to bring fitness brands into the home
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- Figure 28: Leisure activities done at home in the past 12 months, August 2015
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- Figure 29: whether ordered delivery from takeaway/restaurant or watched film at home in the past 12 months, by whether eaten out or visited cinema in the past 12 months, August 2015
Attitudes towards Going Out and Staying In
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- Convenience is seen as major attraction of going out
- A nation of deal-hunters
- Drunkenness and disorder continues to put people off going out
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- Figure 30: Attitudes towards going out and staying in, August 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Market size and forecast
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- Figure 31: UK leisure industry*, value forecast scenarios, 2015-20
- Fan chart forecast
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