Impact of COVID-19 on Consumers’ Leisure Time – China – August 2020
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“COVID-19 hit more severely the out-of-home leisure segment than the in-home. In the near future, in-home leisure which includes many online activities will drive the sector’s recovery. The out-of-home segment, particularly entertainment activities, will find it difficult to return to pre-outbreak consumption levels. This is due to consumers’ prudence in leisure spending, and changing preferences towards leisure content and delivery format.
Leisure players and in particular offline entertainment operators need to adapt their market strategies to sustain in the long term. Capturing consumers’ passion for self-improvement in leisure time can inspire a reorientation of brand image, product proposition and consumer communication. The rising attention to responsible consumption will help players – especially those offering premium leisure services – target mature high earners and justify the value of their offerings.”
– Saskia Zhao, Senior Research Analyst
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