Table of Contents
Executive Summary
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- The market
- Leisure industry continues good growth
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- Figure 1: Forecast UK leisure industry* market value, 2011-21
- Concerts/festivals have seen greatest growth over last five years
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- Figure 2: Value growth rates for leisure industry* sectors, 2011-16
- Key players
- Apps used to improve visitor journey
- Pokémon GO shows the way for AR in the leisure industry
- New event-based attractions capitalise on FOMO – Fear Of Missing Out
- The consumer
- Most people eat out regularly
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- Figure 3: Leisure activity participation in the past 12 months – Overview, August 2016
- A venue’s website is still its primary point of contact
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- Figure 4: Leisure activity research, August 2016
- Reviews are very important for restaurants
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- Figure 5: Influence of online reviews, August 2016
- Younger people are more likely to post on social media
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- Figure 6: Behaviour after leisure activity, August 2016
- People have an interest in using apps for many leisure purposes
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- Figure 7: Activities done via an app, August 2016
- Many prefer to do leisure activities in the home
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- Figure 8: Attitudes towards leisure activities, August 2016
- Time-limited discounts are most appealing
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- Figure 9: Encouraging leisure visits, August 2016
- What we think
Issues and Insights
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- Leisure venues look to boost app use
- The facts
- The implications
- Utilising online reviews and social media
- The facts
- The implications
The Market – What You Need to Know
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- UK leisure industry continues to grow
- Concerts and gambling see significant growth
- People are becoming more financially comfortable
- Smartphone ownership continues to grow
- Cuts impact leisure operators
- Attempts made to clamp down on secondary ticketing market
Market Size and Forecast
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- UK leisure industry continues to grow
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- Figure 10: Value of the UK leisure industry*, 2011-21
- Forecast
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- Figure 11: Forecast UK leisure industry* market value, 2011-21
- The potential impact of Brexit
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- Figure 12: Alternative market scenarios for the post-Brexit leisure market, 2016-21
- Forecast methodology
Market Segmentation
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- Concerts see the greatest growth over last five years
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- Figure 13: Value growth rates for leisure industry* sectors, 2011-16
- Gambling growth strongest in 2016
- Fitness clubs also show good growth
- Nightclubs continue to struggle
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- Figure 14: Value growth rates for leisure industry* sectors, 2015-16
- Figure 15: Value of the UK leisure industry*, by segment, 2016
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- Figure 16: Value of the leisure industry*, by segment, 2011-16
Market Drivers
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- Leisure staff costs increase
- Growth in smartphone ownership has opened many new opportunities for leisure operators
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- Figure 17: Trends in personal ownership of selected digital devices, June 2015 and July 2016
- UK growth downgraded for 2017
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- Figure 18: Forecasts for UK GDP growth, 2015-21, November 2016
- People are feeling more financially comfortable
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- Figure 19: The financial tracker, February 2009-August 2016
- The London night tube offers more flexibility
- Government cuts impact leisure sectors
- Attempts made to clamp down on secondary ticketing market
- Ticket fraud remains an issue
- Fans puts pressure on sports events to reduce ticket prices
Key Players – What You Need to Know
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- Apps used to improve visitor journey
- Pokémon GO shows the way for AR in the leisure industry
- Venues look to further utilise VR
- Greater personalisation is a priority
- New event-based attractions capitalise on FOMO
Launch Activity and Innovation
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- Apps used to improve visitor experience
- Google shows how busy venues are
- Mobile payments look to smooth customer gambling journey
- The smart stadium guide
- New dating app launched to help students meet at music events
- Restaurant chains offer app-based payment and ordering
- Zapper adds beacon technology
- Pokémon GO shows the way for AR in the leisure industry
- Greater personalisation becomes a priority
- Betting operators offer more personalised products and experiences
- Data mining brings new dynamism to pricing at the Gym Group
- Deltic also looks to mine data
- Venues look to further utilise VR
- Movie-goers can ‘step inside’ with VR headsets and 360º films
- Museums let people explore virtually in venue and at home
- New event-based attractions capitalise on FOMO
- Event cinema the fastest-growing sector at the box office
- Stranger Things club night tours the UK
The Consumer – What You Need to Know
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- Most people eat out regularly
- Nearly half of people recommend activities to others
- A venue’s website is the most popular research method
- There is a high interest in using apps for different leisure purposes
- Reviews are very influential for restaurants
- Many younger people wish to stay at home
- Time-limited discounts are the most appealing
Leisure Activity Participation
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- Most people eat out regularly
- Real-time updates and beacon tech could boost spontaneous visits
- Subscriptions models and dating integration could also help visitation
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- Figure 20: Leisure activity participation in the past 12 months – Overview, August 2016
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- Figure 21: Leisure activity participation in the past 12 months – Detailed analysis, August 2016
Research Methods for Leisure Activities
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- Venue website is still primary point of contact
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- Figure 22: Leisure activity research, August 2016
- 16-24s use social media to find out about events/venues
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- Figure 23: Leisure activity research, by age, August 2016
Influence of Online Reviews
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- Reviews are very important for restaurants
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- Figure 24: Influence of online reviews, August 2016
Activities Performed on an App
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- There is a high interest in using apps for different leisure purposes
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- Figure 25: Activities done via an app, August 2016
- Ordering/paying for food and drink via an app
- Many want to use their phone to research
Behaviour after a Leisure Activity
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- Nearly half of people recommend activity to others
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- Figure 26: Behaviour after leisure activity, August 2016
- Younger people are more likely to post on social media
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- Figure 27: Behaviour after leisure activity, by age, August 2016
Attitudes towards Leisure Activities
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- Discounts can encourage many to post about an activity online
- Collecting data presents many opportunities
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- Figure 28: Attitudes towards leisure activities, August 2016
- Many people wish to stay at home
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- Figure 29: Agreement with statement ‘I prefer to do leisure activities within the home rather than an activity outside of the home’, by age, August 2016
Encouraging Visits to Leisure Venues
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- Time-limited discounts are the most appealing
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- Figure 30: Encouraging leisure visits, August 2016
- Special events can also encourage visitors
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- Figure 31: Encouraging leisure visits, by age, August 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Market Forecast
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- Figure 32: UK leisure industry*, value forecast scenarios, 2016-21
- Forecast Methodology
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