Edutainment - UK - March 2009
The blending of learning and educational experiences with leisure is a technique that has been gathering pace within this sector for some years. It is a highly valuable concept which allows educational and entertainment providers to increase their perceived worth in the eyes of the consumer, based on their preference for either attribute.
A double-edged phenomena, this trend seeks to cater for the tastes and needs of a consumer base that is interested in self-development and learning. However, the actual effects of edutainment and its ability to include everyone, appears to be diminishing consumers’ ability to learn without the use of some kind of entertainment attached to the learning experience.
This report examines the hypothesis: “do consumers really want to learn in their leisure time?”
Is ‘edutainment’ a fad marketing concept or worth long-term investment?
To what extent do consumers want to be educated during their leisure activities, and how much value do consumers attach to learning in leisure?
Has edutainment boomed on the back of a knowledge-oriented society, or is edutainment being used to bridge the shortfall in consumer interest in culture, art and history?
In trying to broaden consumer participation in cultural venues, do operators run the risk of alienating the core user base?
Does the relative absence of young consumers from educational leisure reflect a generation of consumers who have been removed from cultural importance through the mass marketing of television edutainment? Or is this simply the way it has always been?
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.