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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?”

Main issues

  • 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?

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Terminology
            • TGI lifestage definitions
              • Abbreviations
              • Future Opportunities

                • Lifelong learning
                  • Too cool at school
                  • Market in Brief

                    • New word, old concept
                      • The digital era
                        • Hyper profits from hyper parenting
                          • Spectacle over substance
                            • Consumers’ attitudes towards edutainment
                              • The double edged sword
                              • Strengths and Weaknesses in the Market

                                  • Strengths
                                    • Weaknesses
                                    • The Culture of Learning and Entertainment

                                      • Key points
                                        • The culture of learning
                                          • Figure 1: Agreement with lifestyle statements, 2003-08
                                        • Demographic differences
                                          • Figure 2: Agreement with lifestyle statements, by age, 2008
                                        • What consumers really do on holiday
                                          • Figure 3: Trends on activities enjoyed most on holiday, 2008
                                        • Changing economy, changing leisure
                                          • Figure 4: Trends on the lifestyle statement ‘I prefer to be active in my leisure time’, 2007-08
                                        • Education and widening participation
                                          • Figure 5: Students in higher education: (home and overseas students), by type of course and sex, 1970/71-2005/06
                                        • Lowering the bar
                                          • Away from academia…
                                            • …toward developing the self
                                              • Fear and learning
                                                  • Figure 6: Attendance at school clubs/lessons, by gender, age, socio-economic group, October/November 2007
                                                • Case study: KidZania
                                                  • The home of edutainment
                                                    • Figure 7: Trends on average hours watching TV on a weekday, 2003-08
                                                  • Convergence and interactivity
                                                    • Figure 8: Digital items personally used, June 2008
                                                  • Thinking time
                                                      • Figure 9: Activities done during commute, May 2008
                                                  • Communication Theories behind Edutainment

                                                    • Key points
                                                      • Edutainment, the theoretical grounding
                                                        • 1970s – and the big push for edutainment
                                                          • Case study: Sabido and the origin of Education Entertainment for Television
                                                            • Theory in practice
                                                              • Cognitive theory and computer games
                                                              • Location-based Edutainment

                                                                • Key points
                                                                  • Classifications
                                                                    • Figure 10: Classification of location-based edutainment
                                                                  • LBE – Interactive and Participatory
                                                                    • Open-ended
                                                                      • The rise of the indoor play centre
                                                                        • Structured
                                                                          • Revolutionising play for the pre-schooler
                                                                            • Live and learn
                                                                              • Learning becomes the ultimate gift
                                                                                • Learning potential
                                                                                  • Figure 11: Experience of/interest in experience days out, November 2006
                                                                                • LBE – Non-Interactive and Spectator
                                                                                  • Explorative
                                                                                    • Dwindling interest in educational attractions
                                                                                      • Inspiration in innovation
                                                                                        • Figure 12: Total visits to visitor attractions in England*, by attraction type, 2003-07
                                                                                      • The importance of interactivity
                                                                                        • Impact of the recession
                                                                                          • Figure 13: Total visits to historical and cultural attractions in England*, 2003-08
                                                                                        • Popularity over preservation?
                                                                                          • That’s Edutainment – Historical sites
                                                                                            • Coming up…
                                                                                              • That’s Edutainment – Museums and galleries
                                                                                                • E-learning
                                                                                                  • International developments
                                                                                                    • That’s Edutainment – Wildlife, zoos and aquariums
                                                                                                      • Putting education into entertainment
                                                                                                        • Seated and scripted
                                                                                                        • Passive Edutainment – Television and The Rise of Multichannel

                                                                                                          • Key points
                                                                                                            • Commercial insight
                                                                                                              • The turning point in educational television
                                                                                                                • Mr Rogers’ Neighbourhood
                                                                                                                  • Sesame Street
                                                                                                                    • The value of learning
                                                                                                                      • The changing face of children’s edutainment
                                                                                                                        • Figure 14: Children’s channels viewing statistics, January 26-February 01 2009
                                                                                                                      • Capitalising on the learning trend
                                                                                                                        • Adult edutainment in television
                                                                                                                          • A formal divide
                                                                                                                          • Computer/Video Games

                                                                                                                            • Key points
                                                                                                                              • The gaming generation
                                                                                                                                • Brain numbing to brain training
                                                                                                                                  • Parental appeal
                                                                                                                                    • Universal appeal
                                                                                                                                      • Smart thinking
                                                                                                                                        • The lure of self development
                                                                                                                                          • An industry is born
                                                                                                                                            • For the mobile Phone
                                                                                                                                              • For the internet
                                                                                                                                                • Beyond Dr Kawashima
                                                                                                                                                  • Get serious
                                                                                                                                                  • Newspapers/Printed Press

                                                                                                                                                    • Key points
                                                                                                                                                      • No news is good news?
                                                                                                                                                        • Figure 15: Activities done during commute, May 2008
                                                                                                                                                      • The mass market approach
                                                                                                                                                        • Puzzles – the ultimate cerebral edutainment
                                                                                                                                                          • Printed puzzles
                                                                                                                                                            • A competitive edge
                                                                                                                                                              • Youth of today not up for the challenge?
                                                                                                                                                                • Sudoku – a puzzling revival
                                                                                                                                                                  • Growing interest
                                                                                                                                                                    • Why Sudoku appeals to consumers
                                                                                                                                                                      • What the newspapers did
                                                                                                                                                                        • Saturating the entertainment market
                                                                                                                                                                        • Consumer Leisure Activities

                                                                                                                                                                          • Key points
                                                                                                                                                                            • In-home entertainment tops the bill
                                                                                                                                                                                • Figure 16: Consumer leisure activities, January 2009
                                                                                                                                                                              • Demographic differences
                                                                                                                                                                                • The social vacuum
                                                                                                                                                                                  • Cultural venues most popular amongst sociable consumers and gardeners
                                                                                                                                                                                    • Figure 17: Most popular consumer leisure activities, by consumer leisure activities, January 2009
                                                                                                                                                                                  • Visitors to cultural venues also big readers
                                                                                                                                                                                    • Figure 18: Next most popular consumer leisure activities, by consumer leisure activities, January 2009
                                                                                                                                                                                • Consumer Usage of Edutainment Activities

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Passive learning
                                                                                                                                                                                        • Figure 19: Edutainment activities, January 2009
                                                                                                                                                                                      • Grey matter and grey hair
                                                                                                                                                                                        • Virtual bridge for the class divide
                                                                                                                                                                                          • Parental sway
                                                                                                                                                                                            • Virtual versus reality
                                                                                                                                                                                              • Figure 20: Edutainment activities, by leisure activities, January 2009
                                                                                                                                                                                              • Figure 21: Edutainment activities, by edutainment activities, January 2009
                                                                                                                                                                                          • Consumer Attitudes Towards Edutainment

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Demands for constructive leisure time
                                                                                                                                                                                                • Figure 22: Attitudes towards edutainment, January 2009
                                                                                                                                                                                              • Idle is ideal for some
                                                                                                                                                                                                • Consumers seeking constructive leisure time
                                                                                                                                                                                                  • Figure 23: Most popular attitudes towards edutainment, by leisure activities, January 2009
                                                                                                                                                                                                • Could do better
                                                                                                                                                                                                  • Figure 24: Next most popular attitudes towards edutainment, by leisure activities, January 2009
                                                                                                                                                                                                • Building on consumers’ sense of achievement
                                                                                                                                                                                                  • Figure 25: Most popular attitudes towards edutainment, by edutainment activities, January 2009
                                                                                                                                                                                                • Fostering engagement
                                                                                                                                                                                                  • Figure 26: Next most popular attitudes towards edutainment, by edutainment activities, January 2009
                                                                                                                                                                                                • Changing the focus for more social consumers
                                                                                                                                                                                                  • Figure 27: Most popular attitudes towards edutainment, by attitudes towards edutainment, January 2009
                                                                                                                                                                                                • Something old, something new
                                                                                                                                                                                                  • Figure 28: Next most popular attitudes towards edutainment, by attitudes towards edutainment, January 2009
                                                                                                                                                                                              • Edutainment – Targeting Opportunities

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Number of types of leisure activities with an educational bias undertaken in the last 12 months
                                                                                                                                                                                                      • Figure 29: Number of types of leisure activities with an educational bias undertaken in the last 12 months, January 2009
                                                                                                                                                                                                    • TV – the sole provider
                                                                                                                                                                                                      • The full monty
                                                                                                                                                                                                        • Targeting opportunities
                                                                                                                                                                                                          • Figure 30: Edutainment target groups, January 2009
                                                                                                                                                                                                        • Social butterflies (13% of respondents)
                                                                                                                                                                                                          • Unconcerned/Inactive (29% of respondents)
                                                                                                                                                                                                            • Continuous learners (12% of respondents)
                                                                                                                                                                                                              • Active & learning focused (13% of respondents)
                                                                                                                                                                                                                • Time conscious (19% of respondents)
                                                                                                                                                                                                                  • Chilled out (14% of respondents)
                                                                                                                                                                                                                  • Appendix – The Culture of Learning and Entertainment

                                                                                                                                                                                                                    • Lifestyle statements, by age
                                                                                                                                                                                                                      • Figure 31: Lifestyle statements, by age, 2008
                                                                                                                                                                                                                    • Attitudinal statements, by lifestage
                                                                                                                                                                                                                      • Figure 32: Attitudinal statements, by lifestage, 2008
                                                                                                                                                                                                                    • Attitudinal statements, by other lifestages
                                                                                                                                                                                                                      • Figure 33: Attitudinal statements, by other lifestages, 2008
                                                                                                                                                                                                                    • Activities enjoyed most on holiday, by age
                                                                                                                                                                                                                      • Figure 34: Activities enjoyed most on holiday, by age, 2008
                                                                                                                                                                                                                    • Activities enjoyed most on holiday, by lifestage
                                                                                                                                                                                                                      • Figure 35: Activities enjoyed most on holiday, by lifestage, 2008
                                                                                                                                                                                                                    • Activities enjoyed most on holiday, by other lifestages
                                                                                                                                                                                                                      • Figure 36: Activities enjoyed most on holiday, by other lifestages, 2008
                                                                                                                                                                                                                    • Attendance at after school clubs/lessons, by gender, age, socio-economic group, region and household size
                                                                                                                                                                                                                      • Figure 37: Attendance at after school clubs/lessons, by gender, age and socio-economic group, October/November, October/November 2007
                                                                                                                                                                                                                    • Average hours watching TV on a weekday, by age
                                                                                                                                                                                                                      • Figure 38: Average hours watching TV on a weekday, by age, 2008
                                                                                                                                                                                                                    • Average hours watching TV on a weekday, by lifestage
                                                                                                                                                                                                                      • Figure 39: Average hours watching TV on a weekday, by lifestage, 2008
                                                                                                                                                                                                                    • Average hours watching TV on a weekday, by other lifestages
                                                                                                                                                                                                                      • Figure 40: Average hours watching TV on a weekday, by other lifestages, 2008
                                                                                                                                                                                                                    • Average trip length (all modes), by purpose
                                                                                                                                                                                                                      • Figure 41: Average trip length (all modes), by purpose, 1997-2006
                                                                                                                                                                                                                    • Trips per person per year, by purpose and main mode
                                                                                                                                                                                                                      • Figure 42: Trips per person per year, by purpose and main mode, 2006
                                                                                                                                                                                                                  • Appendix – Consumer Leisure Activities

                                                                                                                                                                                                                    • Most popular consumer leisure activities, by detailed demographics
                                                                                                                                                                                                                      • Figure 43: Most popular consumer leisure activities, by detailed demographics, January 2009
                                                                                                                                                                                                                    • Next most popular consumer leisure activities, by detailed demographics
                                                                                                                                                                                                                      • Figure 44: Next most popular consumer leisure activities, by detailed demographics, January 2009
                                                                                                                                                                                                                  • Appendix – Consumer Usage of Edutainment Activities

                                                                                                                                                                                                                      • Figure 45: Edutainment activities, by detailed demographics, January 2009
                                                                                                                                                                                                                  • Appendix – Consumer Attitudes towards Edutainment

                                                                                                                                                                                                                    • Most popular attitudes towards edutainment, by detailed demographics
                                                                                                                                                                                                                      • Figure 46: Most popular attitudes towards edutainment, by detailed demographics, January 2009
                                                                                                                                                                                                                    • Next most popular attitudes towards edutainment, by detailed demographics
                                                                                                                                                                                                                      • Figure 47: Next most popular attitudes towards edutainment, by detailed demographics, January 2009
                                                                                                                                                                                                                  • Appendix – Edutainment – Targeting Opportunities

                                                                                                                                                                                                                    • Number of leisure activities with an educational bias undertaken in the last 12 months, by detailed demographics
                                                                                                                                                                                                                      • Figure 48: Number of leisure activities with an educational bias undertaken in the last 12 months, by detailed demographics, January 2009
                                                                                                                                                                                                                    • Edutainment target groups, by detailed demographics
                                                                                                                                                                                                                      • Figure 49: Edutainment target groups, by detailed demographics, January 2009
                                                                                                                                                                                                                    • Edutainment target groups, by general leisure activities
                                                                                                                                                                                                                      • Figure 50: Edutainment target groups, by general leisure activities, January 2009
                                                                                                                                                                                                                    • Edutainment target groups, by leisure activities with an educational bias
                                                                                                                                                                                                                      • Figure 51: Edutainment target groups, by leisure activities with an educational bias, January 2009
                                                                                                                                                                                                                    • Edutainment target groups, by attitudes towards edutainment
                                                                                                                                                                                                                      • Figure 52: Edutainment target groups, by attitudes towards edutainment, January 2009
                                                                                                                                                                                                                    • Edutainment target groups on attitudes, by number of types of leisure activities with an educational bias undertaken in the last 12 months
                                                                                                                                                                                                                      • Figure 53: Edutainment target groups on attitudes, by number of types of leisure activities with an educational bias undertaken in the last 12 months, January 2009

                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                  • Alton Towers
                                                                                                                                                                                                                  • AMR Corporation (American Airlines)
                                                                                                                                                                                                                  • Apple Computer UK Ltd
                                                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                                                  • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                  • Broadcasters' Audience Research Board Limited
                                                                                                                                                                                                                  • BT Group plc
                                                                                                                                                                                                                  • Chessington World of Adventures
                                                                                                                                                                                                                  • Co-operative Group
                                                                                                                                                                                                                  • Dell B2C Retail
                                                                                                                                                                                                                  • Discovery Channel
                                                                                                                                                                                                                  • Economist Group Limited (The)
                                                                                                                                                                                                                  • English Heritage
                                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                                  • Freeview
                                                                                                                                                                                                                  • Hewlett-Packard Ltd (UK)
                                                                                                                                                                                                                  • Historic Royal Palaces
                                                                                                                                                                                                                  • Historic Scotland
                                                                                                                                                                                                                  • Hitwise Pty. Ltd.
                                                                                                                                                                                                                  • ITV plc
                                                                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                                                                  • LeapFrog Enterprises Inc.
                                                                                                                                                                                                                  • LEGOLAND Windsor Park Ltd
                                                                                                                                                                                                                  • London Aquarium
                                                                                                                                                                                                                  • London Zoo
                                                                                                                                                                                                                  • Market & Opinion Research International (MORI)
                                                                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                                                                  • Merlin Entertainments Group Limited
                                                                                                                                                                                                                  • MTV Europe (UK)
                                                                                                                                                                                                                  • National Institute of Adult Continuing Education
                                                                                                                                                                                                                  • National Lottery Commission
                                                                                                                                                                                                                  • National Railway Museum
                                                                                                                                                                                                                  • National Trust (Enterprises) Ltd
                                                                                                                                                                                                                  • Natural History Museum 
                                                                                                                                                                                                                  • Nestlé UK Ltd
                                                                                                                                                                                                                  • Nickelodeon Networks
                                                                                                                                                                                                                  • Nintendo UK Entertainment Ltd
                                                                                                                                                                                                                  • Open University
                                                                                                                                                                                                                  • Public Broadcasting Service
                                                                                                                                                                                                                  • Puzzler Media
                                                                                                                                                                                                                  • Research in Motion Uk Ltd.
                                                                                                                                                                                                                  • Science Museum
                                                                                                                                                                                                                  • Somerfield
                                                                                                                                                                                                                  • Sony Online Entertainment Inc.
                                                                                                                                                                                                                  • Tate Modern
                                                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                                                  • The Cartoon Network
                                                                                                                                                                                                                  • Ubisoft
                                                                                                                                                                                                                  • United Nations Educational, Scientific and Cultural Organization
                                                                                                                                                                                                                  • VisitBritain
                                                                                                                                                                                                                  • Waitrose
                                                                                                                                                                                                                  • Walt Disney Company, The
                                                                                                                                                                                                                  • Wm Morrison Supermarkets
                                                                                                                                                                                                                  • YouTube, Inc.
                                                                                                                                                                                                                  • Zoological Society of London

                                                                                                                                                                                                                  Edutainment - UK - March 2009

                                                                                                                                                                                                                  £1,995.00 (Excl.Tax)