Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Expected US consumer expenditure growth, by category, 2018-23
- Top takeaways
- Key consumer trends
- Media takes over time spent at home
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- Figure 2: Preference of in-home leisure activities, August 2019
- Free time is for comfort
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- Figure 3: Opportunities with more free time, August 2019
- Finding a healthy work/life balance
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- Figure 4: Attitudes toward work/life balance, August 2019
- Time to try something new
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- Figure 5: Interest in emerging activities, August 2019
- What it means
The Market – What You Need to Know
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- Leisure spending outpaces the average
- Demographic trends show shifting leisure priorities
The Leisure and Entertainment Market
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- Leisure market expecting steady growth over next five years
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- Figure 6: Expected US consumer expenditure growth, by category, 2018-23
- Entertainment one of the top priorities with extra cash
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- Figure 7: How extra money is spent, February 2019
- One fifth of the day dedicated to free time
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- Figure 8: Time spent in primary activities as share of total day, 2018
Demographic Indicators
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- Millennials, Boomers carry clout in numbers
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- Figure 9: Share of population, by generation, 2019
- A multicultural US
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- Figure 10: Population, by race and Hispanic origin, 2014-24
- All the single ladies later in life
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- Figure 11: Share of unmarried women and men, by age, 2018
Key Trends – What You Need to Know
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- Amplifying community in a changing leisure market
- Shaking up the routine
Trends Helping the Leisure Market
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- Challenge Accepted
- The trend
- The implications
- Brand examples
- Make It Mine
- The trend
- The implications
- Brand examples
- Serving the Underserved
- The trend
- The implications
- Brand examples
- Alternative Realities
- The trend
- The implications
- Brand examples
- In the Know
- The trend
- The implications
- Brand examples
Trends Challenging the Leisure Market
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- Social Isolation
- The trend
- The implications
- Brand examples
- Never Say Die
- The trend
- The implications
- Brand examples
- On Display
- The trend
- The implications
- Brand examples
The Consumer – What You Need to Know
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- Media monopolizes the in-home market
- Routine can define free time away from the home
- Experiential activities garner high potential
- Seeking comfort in a complicated world
- A good value goes a long way
- Most consumers feel as if they have a healthy work/life balance
- Changing free time in the digital world
- Culture and community integral to LGBTQ+ social lives
In-Home Leisure
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- Media makes consumers the happiest at home
- TV taking the most oxygen
- Reading and music positioned as a relaxing alternative
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- Figure 12: Preference of in-home leisure activities, August 2019
- Gender gap marks distinct at-home preferences
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- Figure 13: Preference of in-home leisure activities, by gender, August 2019
- Older adults stick with older media
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- Figure 14: Preference of in-home leisure activities – Select items, by age, August 2019
- The married life shifts at-home preferences
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- Figure 15: Preference of in-home leisure activities – Select items, by marriage status, August 2019
Out-of-Home Leisure
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- Casual activities make for most fun nights out
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- Figure 16: Preference of out-of-home leisure activities, August 2019
- Stay swoll bro!
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- Figure 17: Preference of out-of-home leisure activities, by gender, August 2019
- Lifestage shifts priorities
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- Figure 18: Preference of out-of-home leisure activities, by age, August 2019
- Singles looking to mingle
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- Figure 19: Preference of out-of-home leisure activities, by marital status, August 2019
Interest in Emerging Activities
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- Opportunities in immersive experiences
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- Figure 20: Interest in emerging activities – Dedicated sites, August 2019
- Pop-ups pop in experience-driven market
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- Figure 21: Interest in emerging activities – Pop-ups, August 2019
- VR getting traction in the home
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- Figure 22: Interest in emerging activities – Virtual reality, August 2019
- Consumers looking to educate themselves
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- Figure 23: Interest in emerging activities – Education and workouts, August 2019
Leisure Time Preferences
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- Home is where the heart is
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- Figure 24: Attitudes toward time at home, August 2019
- Relaxation means more than chores
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- Figure 25: Opportunities with more free time – Relaxation vs productivity, August 2019
- Free time is for comfort
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- Figure 26: Opportunities with more free time – Comfort vs adventure, August 2019
- Family time more important than friends
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- Figure 27: Opportunities with more free time – Family vs friends, August 2019
Reasons to Try New Things
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- Value works best as an incentive
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- Figure 28: TURF analysis – Reasons to try new things, August 2019
- Kids are key influencers
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- Figure 29: Who to try new things with, August 2019
- Social media incentivizes some to try new things
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- Figure 30: Social media to try new things, by key demographics, August 2019
Work/Life Balance
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- There’s enough disconnection to walk away from work
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- Figure 31: Attitudes toward work/life balance, August 2019
- Young men can’t turn off work brain
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- Figure 32: Attitudes toward work/life balance, by gender and age, August 2019
- Workers looking for chances to be more productive
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- Figure 33: Opportunities with more free time – Work/life balance, by employment status, August 2019
- Planning can be part of the fun
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- Figure 34: Attitudes toward leisure time preparation, August 2019
How Free Time has Changed
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- Preferences, availability change with time
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- Figure 35: How free time has changed, August 2019
- Phones are rude but necessary
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- Figure 36: Attitudes toward phones and free time, August 2019
Leisure Time and the LGBTQ+ Consumer
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- LGBTQ+ consumers prioritize different activities
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- Figure 37: Preference of in-home and out-of-home leisure activities, by sexual orientation, August 2019
- Always willing to try new things
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- Figure 38: Interest in emerging activities, by sexual orientation, August 2019
- Friends, productivity important to free time
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- Figure 39: Opportunities with more free time – Socializing and productivity, by sexual orientation, August 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 40: Total US sales and forecast of market, at current prices, 2013-23
- Figure 41: Average hours per day spent on leisure activities, by key demographics, 2018
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Appendix – TURF Analysis
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- Methodology
Appendix – The Consumer
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- Figure 42: Attitudes toward leisure time, October 2017-November 2018
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- Figure 43: Leisure activity participation, October 2017-November 2018
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