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The Night In - Ireland - January 2017

OVERVIEW
What you need to know
Issues covered in this Report
EXECUTIVE SUMMARY
Market factors
Nights in affected by work and commute
Inflation pushing more consumers to stay in at night
Irish consumer confidence dips in latter 2016
Irish consumers watch over 200 minutes of TV each night
Reading and social networking benefiting from increased device ownership
Companies, brands and innovations
The consumer
TV watching and reading key weeknight activities
Figure 1: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, NI and RoI, October 2016
Spending time with families a key activity for Irish consumers at the weekend
Figure 2: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, NI and RoI, October 2016
Reducing costs key motivation for choosing night-in activities
Figure 3: Agreement with statements relating to the night in, NI and RoI, October 2016
What we think
THE MARKET – WHAT YOU NEED TO KNOW
Work hours and commuting take a bite out of leisure time
Increased costs of a night out helping to drive consumers to stay in
NI and RoI consumers see confidence decrease in light of political issues
TV viewing top activity at weekends and weeknights
Device ownership increases
MARKET DRIVERS
Leisure time increasing in NI, decreasing in RoI
Figure 4: Average work hours per week, NI and RoI, 2013-16
Commute times also influence night-time activities
Inflation seeing consumers more likely to stay in for the night
Figure 5: Agreement with statements relating to the night in, NI and RoI, October 2016
Figure 6: Annualised consumer price inflation vs prices of selected leisure activities, RoI, 2014-16
Exchange rate issues driving up prices in UK/NI
Figure 7: Annualised consumer price inflation vs prices of selected leisure activities, UK, 2012-16
Figure 8: Sterling (£) to euro (€) exchange rate, 2010-17
RoI consumers see confidence wane in late 2016
Figure 9: Consumer sentiment index, RoI, October 2015-December 2016
Consumers in NI becoming less confident
Figure 10: Indexed consumer confidence, NI, September 2008-September 2016
Brexit leaving consumers overall less positive
Figure 11: If consumers feel that the UK/NI leaving the EU will have a positive or negative effect on various aspects, NI and RoI, August 2016
TV viewing top activity at weekends and weeknights
Figure 12: Consumers who have watched live TV in the last three months, by weeknight and weekend night, NI and RoI, November 2016
Live TV viewership declining in face of on-demand and streaming services
Figure 13: TV viewing, live vs. time-shifted, NI and RoI, 2012-16
Figure 14: Netflix streaming subscribers, worldwide, Q1 2012-Q4 2016
Figure 15: Paid-for video streaming services consumers have used to stream TV and/or films to any device in the last 12 months, NI and RoI, October 2014
Figure 16: Estimated online video streaming market size, RoI, 2012-21
News and sports key attractions of live TV
Figure 17: Top five types of programmes that consumers have watched on live TV vs on demand in the last three months, NI and RoI, June 2016
Increased device ownership helping to boost social networking and reading
Figure 18: Ownership of smartphone and tablet devices, NI and RoI, 2013 and 2016
Sales value of online gaming benefiting from device ownership
Figure 19: Estimated online gaming market size, RoI, 2012-21
Facebook dominates social networking in Ireland
Figure 20: Types of social networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
Figure 21: Types of media networks and messenger apps that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
Figure 22: Social network advertising spending, global and Western Europe, 2014-17
Book sales see strong improvements in 2016
Figure 23: Estimated sales value of physical book sales, NI and RoI, 2013-16
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Apps helping to encourage consumers to engage in more dinner parties
VR technology may have a bigger role in the future of a night in
Bringing live music and the arts to consumers’ living rooms
WHO’S INNOVATING? 
Eating in for the sharing economy
Figure 24: Changes in consumer spending habits, UK, 2015
EatWith boosting dinner party uptake
Technology bridging the generational gap
Figure 25: Most interesting uses of virtual reality headsets to consumers, August 2015
Socialising for Millennials
THE CONSUMER – WHAT YOU NEED TO KNOW
TV watching and reading key weeknight activities
Weekend nights see consumers more likely to spend time with family and drink/host parties
De-stressing and cutting costs main motivations for a night in
THE CONSUMER – WEEKNIGHTS IN 
Watching TV top weeknight activity
Figure 26: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, NI and RoI, October 2016
Women more likely to stream/ use on-demand compared to men
Figure 27: Consumers who have watched live TV vs. watching streaming/ on-demand services in the last three months, by gender and age, NI and RoI, November 2016
Online shopping for leisure popular weeknight activity
Figure 28: Consumers who have shopped online during a weeknight, by age, NI and RoI, November 2016
Figure 29: Consumers who have shopped online during a weeknight, by gender, NI and RoI, November 2016
Two thirds read during weeknights
Figure 30: Consumers who have read during a weeknight, by gender and social class, NI and RoI, November 2016
Figure 31: Consumers who streamed or downloaded books/music/movies/games (including rentals) online via laptop/desktop computer, smartphone and tablet, NI and RoI, February 2016
Social media usage higher during weeknights
Figure 32: Consumers who have used social media during a weeknight at home vs. usage of a social network at home during a weekend, NI and RoI, November 2016
THE CONSUMER – WEEKEND NIGHTS IN 
TV watching and spending time with family key weekend activities
Figure 33: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, NI and RoI, October 2016
Spending time with the family
Figure 34: Consumers who have spent time with their children/family during a weekend night at home, by age of children in household, NI and RoI, November 2016
Figure 35: Consumers who have played a board game during a weekend night at home, by age of children in household, NI and RoI, November 2016
Consumers more likely to have a drink at home during the weekend
Figure 36: Consumers who have had a drink with friends or relatives on a weekend night at home vs a weeknight at home, NI and RoI, November 2016
Figure 37: Consumers who have had a drink with friends or relatives on a weekend night, by age, NI and RoI, November 2016
Parties more likely to happen at the weekend
Figure 38: Consumers who have had a drink with friends or relatives on a weekend night vs. a weeknight, NI and RoI, November 2016
THE CONSUMER – ATTITUDES TOWARDS NIGHTS IN
Nights in used to de-stress
Figure 39: Agreement with statements relating to the night in, NI and RoI, October 2016
Consumers more likely to spend nights in during the winter
Figure 40: Average time spent watching live TV, UK (inc NI), January 2011-December 2016
Consumers prefer to spend nights at home de-stressing
Figure 41: Agreement with the statement ‘I prefer to use nights in to de-stress and unwind rather than party’, by age, NI and RoI, October 2016
Strong level of consumers staying in at night to cut on costs
Figure 42: Agreement with the statement ‘I am spending more leisure time at home to cut back on my spending’, by gender, NI and RoI, October 2016
Half of consumers spending more time at home in 2016
Figure 43: Agreement with the statement ‘I’m spending more time in home compared to 12 months ago’, by gender, NI and RoI, October 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Generational cohort definitions
Abbreviations
APPENDIX – THE CONSUMER
NI Toluna data
Figure 44: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, by demographics, NI, October 2016
Figure 45: Types of activities that consumers have done/taken part in during the last three months, on a weeknight, by demographics, NI, October 2016 (continued)
Figure 46: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, by demographics, NI, October 2016 (continued)
Figure 47: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, by demographics, NI, October 2016
Figure 48: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, by demographics, NI, October 2016 (continued)
Figure 49: Types of activities that consumers have done/taken part in during the last three months, on a weekend night, by demographics, NI, October 2016 (continued)
Figure 50: Agreement with the statement ‘I am spending more leisure time at home to cut back on my spending’, by demographics, NI, October 2016
Figure 51: Agreement with the statement ‘It is not worth hosting parties because of the clean-up involved afterwards’, by demographics, NI, October 2016
Figure 52: Agreement with the statement ‘I prefer going to parties as opposed to hosting them’, by demographics, NI, October 2016
Figure 53: Agreement with the statement ‘I use social media to organise events at my home/ nights in’, by demographics, NI, October 2016
Figure 54: Agreement with the statement ‘When I spend a night in on my own I’m more likely to spend more on treats/snacks’, by demographics, NI, October 2016
Figure 55: Agreement with the statement ‘I prefer to use nights in to de-stress and unwind rather than party’, by demographics, NI, October 2016
Figure 56: Agreement with the statement ‘I often have friends around for pre-drinks before going out to a pub/ bar for the night’, by demographics, NI, October 2016
Figure 57: Agreement with the statement ‘I’m more likely to spend more nights in during the winter months as opposed to summer’, by demographics, NI, October 2016
Figure 58: Agreement with the statement ‘I’m spending more time in home compared to 12 months ago’, by demographics, NI, October 2016
Figure 59: Agreement with the statement ‘I go out for a night less than I used to because of my children’, by demographics, NI, October 2016
Figure 60: Agreement with the statement ‘I think it is too much hassle to organise a night out of the home’, by demographics, NI, October 2016
Figure 61: Agreement with the statement ‘I use ready-made party foods when hosting a party at home’, by demographics, NI, October 2016
RoI Toluna data
Figure 62: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, by demographics, RoI, October 2016
Figure 63: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, by demographics, RoI, October 2016 (continued)
Figure 64: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, by demographics, RoI, October 2016 (continued)
Figure 65: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, by demographics, RoI, October 2016
Figure 66: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, by demographics, RoI, October 2016 (continued)
Figure 67: Types of activities that consumers have done/ taken part in during the last three months, on a weekend night, by demographics, RoI, October 2016 (continued)
Figure 68: Agreement with the statement ‘I am spending more leisure time at home to cut back on my spending’, by demographics, RoI, October 2016
Figure 69: Agreement with the statement ‘It is not worth hosting parties because of the clean-up involved afterwards’, by demographics, RoI, October 2016
Figure 70: Agreement with the statement ‘I prefer going to parties as opposed to hosting them’, by demographics, RoI, October 2016
Figure 71: Agreement with the statement ‘I use social media to organise events at my home/ nights in’, by demographics, RoI, October 2016
Figure 72: Agreement with the statement ‘When I spend a night in on my own I’m more likely to spend more on treats/snacks’, by demographics, RoI, October 2016
Figure 73: Agreement with the statement ‘I prefer to use nights in to de-stress and unwind rather than party’, by demographics, RoI, October 2016
Figure 74: Agreement with the statement ‘I often have friends around for pre-drinks before going out to a pub/ bar for the night’, by demographics, RoI, October 2016
Figure 75: Agreement with the statement ‘I’m more likely to spend more nights in during the winter months as opposed to summer’, by demographics, RoI, October 2016
Figure 76: Agreement with the statement ‘I’m spending more time in home compared to 12 months ago’, by demographics, RoI, October 2016
Figure 77: Agreement with the statement ‘I go out for a night less than I used to because of my children’, by demographics, RoI, October 2016
Figure 78: Agreement with the statement ‘I think it is too much hassle to organise a night out of the home’, by demographics, RoI, October 2016
Figure 79: Agreement with the statement ‘I use ready-made party foods when hosting a party at home’, by demographics, RoI, October 2016

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