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Millennials' Leisure Trends - US - February 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations
Terms
EXECUTIVE SUMMARY
Entertainment spending
Millennials’ annual entertainment spending lower than average
Figure 1: Two-year average of annual expenditures in select entertainment categories, Millennials vs. all, 2010-11
Movies, live entertainment account for highest spending on admission fees
Figure 2: Two-year average of Millennials’ annual expenditures on fees and admissions, 2010-11
Demographic and sociocultural factors
Millennials comprise the largest share of the U.S. population…
Figure 3: U.S. population, by generation, 2012
…and they are diverse
Figure 4: Share of the Millennial Generation, by race/Hispanic origin, 2012
Millennial incomes lower than average
Figure 5: Income distribution of households, Millennials vs. all, 2011
The consumer
Millennials more likely to say they have too little, too much leisure time
Figure 6: Perception of amount of leisure time, Millennials vs. all, October 2012
More younger Millennials increasing leisure spending
Figure 7: Millennials spending more on leisure activities compared to two years ago and two years from now, by age, October 2012
Millennials prefer to spend leisure time resting, online
Figure 8: Millennials’ leisure time preferences, by age, October 2012
Millennial women more likely to social network, men tend to game
Figure 9: Millennials’ social media use and gaming during leisure, by gender, October 2012
Millennials more reliant on technology for leisure
Figure 10: Attitudes toward technology use during leisure time, Millennials vs. all, October 2012
Millennials’ leisure preferences conducive to spending time alone
Figure 11: Millennials’ average percentage of leisure time spent alone and with others in a typical week, October 2012
Millennials may need help planning leisure activities
Figure 12: Attitudes toward leisure time, Millennials vs. all, October 2012
More Millennials going online for leisure activity information
Figure 13: Top five sources relied on for leisure activity information, Millennials vs. all, October 2012
Millennials want to see more outdoor community events
Figure 14: Top five leisure activity offerings Millennials would like to see in their local community, October 2012
What we think
ISSUES IN THE MARKET
Are marketers hurting Millennials by catering to their online preference?
Are there new ways Millennials can use technology during leisure?
Can marketers help young Millennials balance leisure with school?
INSIGHTS AND OPPORTUNITIES
Key points
More video-based online marketing
More social networking games targeting Millennial women
Translating mobile chat apps into more social media platforms
Leisure activity videos featuring Millennials
TREND APPLICATION
Inspire trend: Click and Connect
Inspire trend: A Simple Balance for Health
Inspire 2015 trends
Access Anything, Anywhere
MILLENNIALS’ ANNUAL ENTERTAINMENT EXPENDITURES
Key points
Millennials spending less than average on entertainment
Figure 15: Two-year average of annual expenditures in select entertainment categories, Millennials vs. all, 2010-11
Millennials spending the most on admission to movies, live events
Figure 16: Two-year average of expenditures on fees and admissions, Millennials vs. all, 2010-11
WHO ARE THE MILLENNIALS?
Overview
Demographic characteristics
Millennials comprise one of the largest, most diverse population segments
Figure 17: U.S. population, by generation, 2012
Figure 18: Share of U.S. Generations, by race/Hispanic origin, 2012
Most Millennials are single, one third have children
Figure 19: Marital status, by age/generation, 2012
Figure 20: Households with own children, by generation of householder, 2012
Figure 21: Opinions on issues related to marriage and family, by generation, February 2010
Millennial householders are among the lowest income earners
Figure 22: Income distribution of households, by generation, 2011
More younger than older Millennials struggle with jobs
Figure 23: Labor force participation and employment status, by generation, 2011
A majority of Millennials have some level of higher education
Figure 24: Educational attainment, by age/generation, 2011
Millennials more physically fit than older generations
Figure 25: Healthy weight/overweight/obesity rates of Millennials, 2007-10
Sociocultural characteristics
Time spent on education distinguishes Millennials from the rest
Figure 26: Average hours per day spent in primary activities, by age indexed to total, 2011
Millennials prefer to be constantly connected
Liberalism defines Millennial politics
Figure 27: Democratic vs. Republican voter registration, by generation, 2004-12
INNOVATIONS AND INNOVATORS
Key points
Grouper uses Facebook to help Millennials mingle offline
Figure 28: Grouper “Hack-ation” web ad, January 2013
Travel company plans vacations solely for 18-35s
Figure 29: Contiki “One Life, One Shot, Make it Count” ad, October 2012
Cable network launched to target Millennial viewers
Figure 30: Participant Media Promised Land Social Action Campaign, web promotion January 2013
MARKETING STRATEGIES AND INITIATIVES
Key points
Retailers unveil online campaigns targeting Millennial shoppers
Macy’s
Figure 31: Macy’s Millennial “Social Trends ” web promotion, January 2013
Target
Figure 32: Target “Falling for You” webisode trailer, October 2012
Mobile communication positioned as key to quality leisure time
Comm
Figure 33: DeNA “Comm, get together. Text. Sticker. Call. Free.” ad, January 2013
Facebook
Figure 34: Facebook “The Things That Connect Us” ad, October 2012
Millennials encouraged to get fit
Greatist
Figure 35: Greatist t-shirt and perfect posture infographic, January 2013
The Esplanade Association
Museums working to get more Millennials through their doors
“With Art Philadelphia”
Figure 36: Longwood Gardens’ “Forest of Light” illuminated sculpture display, June-September 2012
Milwaukee Art Museum After Dark
Other “after dark” museum events
TIME SPENT ON LEISURE ACTIVITIES
Key points
Millennials’ perspective on amount of leisure time is imbalanced
Figure 37: Perception of amount of leisure time, Millennials vs. all, October 2012
Older Millennial women may be lacking the most time for leisure
Figure 38: Millennials’ perception of amount of leisure time, by gender and age, October 2012
Figure 39: Millennials’ perception of amount of leisure time, by employment status, October 2012
MONEY SPENT ON LEISURE ACTIVITIES
Key points
More Millennials’ current leisure spending is up
Figure 40: Change in spending on leisure activities compared to two years ago and two years from now, Millennials vs. all, October 2012
Younger Millennials may be more inclined to spend more
Figure 41: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by age, October 2012
LEISURE TIME PREFERENCES
Key points
Millennials prefer less activity than older generations during leisure time
Figure 42: Leisure time preferences, Millennials vs. all, October 2012
More Millennial men looking for variety in leisure
Figure 43: Millennials’ leisure time preferences, by gender, October 2012
Online leisure activities more critical to young Millennials
Figure 44: Millennials’ leisure time preferences, by age, October 2012
WHAT MILLENNIALS ARE DOING DURING LEISURE TIME
Key points
More Millennials using social media, gaming
Figure 45: Current participation in leisure activities, Millennials vs. all, October 2012
Figure 46: Frequency of visits to most often used social networking site, Millennials vs. all, February 2010
Millennial women are social networkers, men gamers
Figure 47: Leisure activities Millennials are currently participating in, by gender, October 2012
Volunteering, cultural events present opportunities for Millennials
Figure 48: Leisure activities Millennials would like to participate in, October 2012
Figure 49: How Millennials prefer to learn about non-profits and what they would post about them on Facebook, January 2012
Millennials may also be drawn to more opportunities for home exercise
Figure 50: Where Millennials exercise, May 2005-June 2012
TECHNOLOGY AND LEISURE
Key points
Technology defining more Millennials’ leisure time…
Figure 51: Attitudes toward using technology and the internet during leisure time, Millennials vs. all, October 2012
Figure 52: Opinions on the impact of multitasking with technology on young adults in 2020, Aug.-Oct. 2011
…especially among older Millennial men
Figure 53: Millennials’ attitudes toward using technology and the internet during leisure time, by gender and age, October 2012
Figure 54: Millennials’ attitudes toward mobile ads, by gender, January 2012
More Millennials also increasing social networking time
Figure 55: Change in leisure time spent on social networking sites compared to last year, Millennials vs. all, October 2012
Figure 56: Millennials’ change in leisure time spent on social networking sites compared to last year, by gender, October 2012
Figure 57: Degree Men “Masters of Movement – Travis Rice” social media video, April 2012
MILLENNIALS’ LEISURE COMPANIONS
Key points
Millennials spend largest share of leisure time alone
Figure 58: Millennials’ average percent of leisure time spent alone and with others in a typical week, by age, October 2012
Figure 59: Millennials’ average percentage of leisure time spent alone and with others in a typical week, by online vs. offline leisure time preferences, October 2012
Insight: Millennials may be alone online because they don’t know how to be offline
Millennials’ living situations divided by age, decide leisure companions
Figure 60: Millennials’ current living situation for potential leisure companions, by gender and age, October 2012
Figure 61: Millennials’ typical leisure time companions, by gender and age, October 2012
ATTITUDES TOWARD LEISURE ACTIVITIES
Key points
Millennials have a harder time planning leisure activities, but still spend
Figure 62: Attitudes toward leisure time, Millennials vs. all, October 2012
Older Millennial women take responsible approach to planning leisure
Figure 63: Millennials’ attitudes toward leisure time, by gender and age, October 2012
SOURCES FOR LEISURE ACTIVITY INFORMATION
Key points
More Millennials reliant on the internet for leisure activity information
Figure 64: Sources relied on for information on leisure activities, Millennials vs. all, October 2012
Figure 65: YouTube “Everyday Target Moms” OneMinuteNews clip, January 2013
Older Millennials may be getting more out of the news
Figure 66: Sources Millennials rely on for information on leisure activities, by age, October 2012
Figure 67: Incidence of watching TV news yesterday, by age, 2006 vs.2012
DESIRED LEISURE ACTIVITIES IN THE COMMUNITY
Key points
Outdoor activities a draw for all, but especially for Millennials
Figure 68: Desired leisure activities in the local community, Millennials vs. all, October 2012
Young Millennial men the most likely to participate in virtual events
Figure 69: Millennials’ desired leisure activities in the local community, by gender and age, October 2012
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
More Hispanic Millennials have too much free time
Figure 70: Millennials’ perception of amount of leisure time, by race/Hispanic origin, October 2012
Figure 71: Millennials’ leisure time preferences, by race/Hispanic origin, October 2012
Black and Hispanic Millennials more drawn to cultural events
Figure 72: Millennials’ current participation in leisure activities, by race/Hispanic origin, October 2012
Black Millennials the most concerned about budgeting for leisure
Figure 73: Millennials’ attitudes toward leisure time, by race/Hispanic origin, October 2012
Figure 74: Median household income by race and Hispanic origin of householder, 2011
APPENDIX: OTHER USEFUL CONSUMER TABLES
Time spent on leisure activities
Figure 75: Millennials’ perception of amount of leisure time, by gender, October 2012
Figure 76: Millennials’ perception of amount of leisure time, by age, October 2012
Figure 77: Millennials’ perception of amount of leisure time, by household income, October 2012
Figure 78: Millennials’ perception of amount of leisure time, by marital status, October 2012
Money spent on leisure activities
Figure 79: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by gender and age, October 2012
Figure 80: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by household income, October 2012
Figure 81: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by race/Hispanic origin, October 2012
Figure 82: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by employment status, October 2012
Leisure time preferences
Figure 83: Millennials’ Leisure time preferences, by gender and age, October 2012
What Millennials are doing during leisure time
Figure 84: Leisure activities Millennials are currently participating in, by age, October 2012
Figure 85: Leisure activities Millennials are currently participating in, by gender and age, October 2012
Figure 86: Leisure activities Millennials are currently participating in, by household income, October 2012
Figure 87: Leisure activities Millennials are currently participating in, by marital status, October 2012
Figure 88: Leisure activities Millennials are currently participating in, by employment status, October 2012
Figure 89: Leisure activities respondents would like to participate in, Millennials vs. all, October 2012
Figure 90: Leisure activities Millennials would like to participate in, by gender, October 2012
Figure 91: Leisure activities Millennials would like to participate in, by gender and age, October 2012
Figure 92: Leisure activities Millennials would like to participate in, by household income, October 2012
Figure 93: Leisure activities Millennials would like to participate in, by race, October 2012
Technology and leisure
Figure 94: Millennials’ attitudes toward using technology and the internet during leisure time, by gender, October 2012
Figure 95: Millennials’ attitudes toward using technology and the internet during leisure time, by age, October 2012
Figure 96: Millennials’ attitudes toward using technology and the internet during leisure time, by household income, October 2012
Figure 97: Millennials’ attitudes toward using technology and the internet during leisure time, by race/Hispanic origin, October 2012
Figure 98: Millennials’ attitudes toward using technology and the internet during leisure time, by employment status, October 2012
Figure 99: Millennials’ change leisure time spent on social networking sites compared to last year, by age, October 2012
Figure 100: Millennials’ change leisure time spent on social networking sites compared to last year, by gender and age, October 2012
Figure 101: Millennials’ change leisure time spent on social networking sites compared to last year, by household income, October 2012
Figure 102: Millennials’ change leisure time spent on social networking sites compared to last year, by race, October 2012
Millennials’ leisure companions
Figure 103: Average percent of leisure time spent alone and with others in a typical week, Millennials vs. all, October 2012
Figure 104: Millennials’ average percent of leisure time spent alone and with others in a typical week, by race and Hispanic origin, October 2012
Figure 105: Average percent of leisure time spent alone and with others in a typical week, by online vs. offline leisure time preferences, October 2012
Figure 106: Millennials’ typical leisure time companions, October 2012
Figure 107: Typical leisure time companions, October 2012
Figure 108: Millennials’ current living situation for potential leisure companions, by race and Hispanic origin, October 2012
Attitudes toward leisure activities
Figure 109: Millennials’ attitudes toward leisure time, October 2012
Figure 110: Millennials’ attitudes toward leisure time, by gender, October 2012
Figure 111: Millennials’ attitudes toward leisure time, by age, October 2012
Figure 112: Millennials’ attitudes toward leisure time, by household income, October 2012
Figure 113: Millennials’ attitudes toward leisure time, by marital status, October 2012
Figure 114: Millennials’ attitudes toward leisure time, by employment status, October 2012
Sources for leisure activity information
Figure 115: Information sources Millennials use for leisure time activities, October 2012
Figure 116: Information sources Millennials use for leisure time activities, by gender and age, October 2012
Desired leisure activities in the community
Figure 117: Millennials’ desired leisure activities in the local community, by gender, October 2012
Figure 118: Millennials’ desired leisure activities in the local community, by age, October 2012
Figure 119: Millennials’ desired leisure activities in the local community, by race/Hispanic origin, October 2012
APPENDIX: ORGANIZATIONS AND ASSOCIATIONS

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