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Family Entertainment on a Budget - US - March 2009

Notwithstanding the deep recession, Americans are still spending on family entertainment. Yet they are more judicious and discerning in their spending, increasing it for some entertainment products and services, and decreasing it for others.

This report explores the family entertainment category in depth, including:

  • Identification of demographics that have maintained and/or increased spending on family entertainment
  • Qualities and values in family entertainment that are important to them
  • Identification of numerous niche opportunities with a wide variety of demographics
  • Specific recommendations for capitalizing on opportunities presented in the report
  • An analysis of the segments that comprise the category; how they are faring; and their future outlook

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
              • Executive Summary

                • Snapshot of the market
                  • Cutting back because of the recession
                    • Insights and opportunities
                      • A look at successful companies
                        • Attitudes towards going to the movies
                          • Attitudes towards renting movies
                            • Attitudes towards electronic entertainment
                              • Attitudes towards cooking
                                • Attitudes towards other types of entertainment
                                  • Restaurants take the hardest hit
                                    • Race, ethnicity, and attitudes towards entertainment
                                    • Insights and Opportunities

                                      • 25-34 year olds: the bright spot
                                          • Figure 1: Changes in family entertainment budget, by age, December, 2008
                                        • Hispanics aged 18-34 another bright spot
                                          • Figure 2: Changes in family entertainment budget, by Hispanic origin and age, December, 2008
                                        • Capitalizing on edutainment and family night
                                          • Figure 3: Attitudes toward family entertainment, by age, December 2008
                                          • Figure 4: Attitudes toward family entertainment, by race and Hispanic origiin, December 2008
                                        • The two-family coupon and other novel coupon strategies
                                            • Figure 5: Strategies for reducing entertainment costs, by age, December 2008
                                          • Niche opportunities abound
                                              • Figure 6: Changes in family entertainment budget, by race and Hispanic origin, December 2008
                                          • Inspire Insights

                                            • Introduction
                                              • That’s (Home) Entertainment
                                                • What’s it about
                                                  • Trading down means trading in
                                                    • Implications for in-home entertainment providers
                                                      • Implications for out-of-the-home entertainment providers
                                                        • Edutainment
                                                          • What’s it about
                                                            • A nation craving edutainment
                                                              • Implications
                                                              • Market Size and Forecast

                                                                • Key points
                                                                    • Figure 7: Total U.S. sales and forecast of family entertainment, at current prices, 2003-13
                                                                    • Figure 8: Total U.S. sales and forecast of family entertainment at inflation adjusted prices, 2003-08
                                                                • Segment Performance—Television Subscription Services

                                                                  • Key points
                                                                    • Add-on services drive sales
                                                                      • It’s all about the bundle
                                                                        • Figure 9: Total U.S. sales of satellite and cable pay-TV services, at current prices, 2002-12
                                                                    • Segment Performance—Internet Service Providers

                                                                      • Key points
                                                                        • Falling prices, customer churn, and a maturing market slow growth
                                                                          • The lure of speed promises modest growth
                                                                            • Figure 10: Sales of all internet services, at current prices, 2003-12
                                                                        • Segment Performance—Movie Theaters

                                                                          • Key points
                                                                            • Steady after a fall
                                                                              • Challenges from all sides, but don’t count Hollywood out
                                                                                  • Figure 11: Total domestic revenues of movie theater operators, 2002-12
                                                                              • Segment Performance—Live Entertainment

                                                                                • Key points
                                                                                  • Pumpin’ up the volume
                                                                                    • But how long can the beat go on?
                                                                                      • Figure 12: Gross concert revenues in North America, at current and inflation-adjusted prices, 2003-12
                                                                                  • Segment Performance—Online Video

                                                                                    • Key points
                                                                                      • Online is in
                                                                                        • Clear picture first, then a rosy future
                                                                                          • Figure 13: U.S. sales and forecast of online video, at current prices, 2005-11
                                                                                      • Competitive Context

                                                                                        • Market Drivers

                                                                                          • Key points
                                                                                            • 25-34 year olds: A bright spot
                                                                                              • Figure 14: Changes in family entertainment budget, by age, December, 2008
                                                                                            • Frugality: The new virtue
                                                                                              • A return to the simple life
                                                                                                • Figure 15: Top five favorite leisure activities, 2008
                                                                                                • Figure 16: Biggest changes in favorite leisure activities, 2007-08
                                                                                              • A decline in leisure time
                                                                                                  • Figure 17: Hours available for leisure per week, 1973-2008
                                                                                                  • Figure 18: Households by type, 1995-2005
                                                                                              • Brand Qualities

                                                                                                • McDonald’s reinvents itself
                                                                                                  • No bloom off Apple
                                                                                                    • Amazon attracts deal seekers
                                                                                                    • Innovation and Innovators

                                                                                                      • Innovation now showing at Netflix
                                                                                                        • Viacom and SpongeBob aren’t kidding around
                                                                                                          • Panera Bread cooking up profits
                                                                                                            • Other thriving companies
                                                                                                            • Advertising and Promotion

                                                                                                              • Overview
                                                                                                                • Figure 19: Ad spends by leaders, 2006-07
                                                                                                              • Value is the new value
                                                                                                                • Web marketing efforts
                                                                                                                  • McDonald’s
                                                                                                                    • Netflix
                                                                                                                      • Burger King
                                                                                                                        • Viacom
                                                                                                                          • Analysis of commercials
                                                                                                                            • Figure 20: McDonald’s television ad, 2009
                                                                                                                            • Figure 21: Netflix television ad, 2009
                                                                                                                            • Figure 22: Burger King television ad, 2009
                                                                                                                            • Figure 23: Time Warner Cable television ad, 2009
                                                                                                                        • Changes in Spending Habits

                                                                                                                          • Key points
                                                                                                                            • It’s all about the recession
                                                                                                                              • Figure 24: Reasons for lower family entertainment budget, by age, December 2008
                                                                                                                            • Less than $25K and trading down
                                                                                                                              • Figure 25: Reasons for lower family entertainment budget, by income, December 2008
                                                                                                                            • Restaurants get hit the hardest
                                                                                                                              • Figure 26: Reducing entertainment costs, by age, December 2008
                                                                                                                          • How Much Respondents Spend

                                                                                                                            • Key points
                                                                                                                              • Half spend less than a $100; half spend more
                                                                                                                                • Figure 27: Family entertainment budget, by age, December 2008
                                                                                                                              • The affluent spend more
                                                                                                                                • Figure 28: Family entertainment budget, by income, December 2008
                                                                                                                              • 25-34 year olds hold promise
                                                                                                                                • Figure 29: Changes in family entertainment budget, by age, December, 2008
                                                                                                                            • General Attitudes Towards Family Entertainment

                                                                                                                              • Key points
                                                                                                                                • Educational entertainment drives sales
                                                                                                                                  • Figure 30: Attitudes toward family entertainment, by age, December 2008
                                                                                                                                • Earning less and worried
                                                                                                                                  • Figure 31: Attitudes toward family entertainment, by income, December 2008
                                                                                                                              • Attitudes Towards Movies

                                                                                                                                • Key points
                                                                                                                                  • 18-34 year olds are a bright spot
                                                                                                                                    • Figure 32: Going to the movies, by age, December 2008
                                                                                                                                  • Income plays little role
                                                                                                                                    • Figure 33: Going to the movies, by income, December 2008
                                                                                                                                • Attitudes Towards Movie Rentals

                                                                                                                                  • Key points
                                                                                                                                    • 25-34 year olds watching more movies at home
                                                                                                                                      • Figure 34: Watching movies at home, by age, December 2008
                                                                                                                                    • Blockbuster for 24-35 year olds
                                                                                                                                      • Figure 35: Watching movies at home, by age, December 2008
                                                                                                                                    • Premium services are for the affluent
                                                                                                                                      • Figure 36: Watching movies at home, by income, December 2008
                                                                                                                                  • Attitudes Towards Electronic Entertainment

                                                                                                                                    • Key points
                                                                                                                                      • 55-64 year olds watching lots of television
                                                                                                                                        • Figure 37: Watching tv, by age, December 2008
                                                                                                                                      • 18-34 year olds listening to more music
                                                                                                                                        • Figure 38: Listening to music at home, by age, December 2008
                                                                                                                                      • 25-34 year olds turning to the internet
                                                                                                                                        • Figure 39: Playing on the internet, by age, December 2008
                                                                                                                                      • Less affluent turning to the internet
                                                                                                                                        • Figure 40: Playing on the internet, by income, December 2008
                                                                                                                                    • Attitudes Towards Restaurants

                                                                                                                                      • Key points
                                                                                                                                        • Eating out less
                                                                                                                                          • Figure 41: Eating out, by income, December 2008
                                                                                                                                        • 25-34 year olds ordering takeout more often
                                                                                                                                          • Figure 42: Ordering takeout, by age, December, 2008
                                                                                                                                        • Affluent households split on takeout
                                                                                                                                          • Figure 43: Ordering takeout, by income, December 2008
                                                                                                                                      • Attitudes Towards Cooking

                                                                                                                                        • Key points
                                                                                                                                          • 18-34 year olds cooking more often
                                                                                                                                            • Figure 44: Cooking dinner, by age, December 2008
                                                                                                                                          • The joy of cooking and 25-44 year olds
                                                                                                                                            • Figure 45: Cooking for fun, by age, April 2007-June 2008
                                                                                                                                        • Attitudes Towards Other Types of Entertainment

                                                                                                                                          • Key points
                                                                                                                                            • 18-34 year olds going to live performances
                                                                                                                                              • Figure 46: Going to live performances, by age, December 2008
                                                                                                                                            • 25-34 year olds still going to amusement parks
                                                                                                                                              • Figure 47: Going to amusement parks, by age, December 2008
                                                                                                                                            • 25-34 year olds exercising more
                                                                                                                                              • Figure 48: Engaging in sports and exercise, by age, December 2008
                                                                                                                                            • 25-34 year olds going to the zoo more often
                                                                                                                                              • Figure 49: Visiting museums, zoos or aquariums, by age, December 2008
                                                                                                                                            • 18-24 year olds spending more time reading
                                                                                                                                              • Figure 50: Reading, by age, December 2008
                                                                                                                                            • 18-24 year olds playing more card and board games
                                                                                                                                              • Figure 51: Leisure acti vities at home, by age, April 2007-June 2008
                                                                                                                                          • Race and Ethnicity

                                                                                                                                            • Key points
                                                                                                                                              • Hispanics want educational entertainment
                                                                                                                                                • Figure 52: Attitudes toward family entertainment, by race and Hispanic origin, December 2008
                                                                                                                                              • Some Asians spending more
                                                                                                                                                • Figure 53: Changes in family entertainment budget, by race and Hispanic origin, December 2008
                                                                                                                                              • Asians and Hispanics love movie services
                                                                                                                                                • Figure 54: Watching movies at home, by race and Hispanic origin, December 2008
                                                                                                                                              • Hispanics not reading, playing card games, etc.
                                                                                                                                                • Figure 55: Leisure activities at home, by race and Hispanic origin, April 2007-June 2008
                                                                                                                                              • Asians going to live performances more often
                                                                                                                                                • Figure 56: Going to live performances, by race and Hispanic origin, December 2008
                                                                                                                                            • Cluster Analysis

                                                                                                                                                • Entertainment Enthusiasts
                                                                                                                                                  • Who they are
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Untapped Audiences
                                                                                                                                                        • Who they are
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Surround Sounds
                                                                                                                                                              • Who they are
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Figure 57: Households with children clusters, December 2008
                                                                                                                                                                  • Figure 58: Amount of time spent on family entertainment activities (compared with the same period last year), by households with children clusters, December 2008
                                                                                                                                                                  • Figure 59: Monthly budget for family entertainment, by households with children clusters, December 2008
                                                                                                                                                                  • Figure 60: Types of entertainment equipment owned, by households with children clusters, December 2008
                                                                                                                                                                  • Figure 61: Home movie watching activities, by households with children clusters, December 2008
                                                                                                                                                                  • Figure 62: Measures taken to economize home entertainment, by households with children clusters, December 2008
                                                                                                                                                                  • Figure 63: Attitudes toward family entertainment, by households with children clusters, December 2008
                                                                                                                                                                  • Figure 64: Households with children clusters, by gender, December 2008
                                                                                                                                                                  • Figure 65: Households with children clusters, by age group, December 2008
                                                                                                                                                                  • Figure 66: Households with children clusters, by income group, December 2008
                                                                                                                                                                  • Figure 67: Households with children clusters, by race, December 2008
                                                                                                                                                                  • Figure 68: Households with children clusters, by Hispanic origin, December 2008
                                                                                                                                                                • Methodology
                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                  • Split on spending
                                                                                                                                                                    • Figure 69: Changes in family entertainment budget, by Hispanic origin and age, December 2008
                                                                                                                                                                  • Hispanics want educational entertainment and more
                                                                                                                                                                    • Figure 70: Attitudes toward family entertainment, by Hispanic origin and age, December 2008
                                                                                                                                                                  • Hispanics going to the movies more often
                                                                                                                                                                    • Figure 71: Going to the movies, by Hispanic origin and age, December 2008
                                                                                                                                                                  • Hispanics like their movies at home
                                                                                                                                                                    • Figure 72: Options for watching movies at home, by Hispanic origin and age, December 2008
                                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                                  • Lower-middle class cuts entertainment budget
                                                                                                                                                                    • Figure 73: Changes in family entertainment budget, by income, December 2008
                                                                                                                                                                  • With money and having friends over
                                                                                                                                                                      • Figure 74: Inviting guests to home, by income, December 2008
                                                                                                                                                                    • Blacks having guests over less frequently
                                                                                                                                                                      • Figure 75: Inviting guests to home, by race and Hispanic origin, December 2008
                                                                                                                                                                    • Little income and listening to music
                                                                                                                                                                      • Figure 76: Listening to music at home, by income, December 2008
                                                                                                                                                                    • Asians watching more movies at home
                                                                                                                                                                      • Figure 77: Watching movies at home, by race and Hispanic origin, December 2008
                                                                                                                                                                    • Affluent still going to live sporting events
                                                                                                                                                                        • Figure 78: Attending live sporting events, by income, December 2008
                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                      Companies Covered

                                                                                                                                                                      • Allen & Gerritsen, Inc
                                                                                                                                                                      • Amazon North America
                                                                                                                                                                      • AMC Entertainment Inc.
                                                                                                                                                                      • Apple, Inc
                                                                                                                                                                      • Best Buy Co.
                                                                                                                                                                      • Blockbuster USA
                                                                                                                                                                      • Burger King Corporation
                                                                                                                                                                      • Cinema Advertising Council
                                                                                                                                                                      • CinemaNow, Inc
                                                                                                                                                                      • Citigroup Inc.
                                                                                                                                                                      • Domino's Pizza LLB
                                                                                                                                                                      • Entertainment Merchants Association
                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                      • Food Marketing Institute
                                                                                                                                                                      • Fox Interactive Media
                                                                                                                                                                      • GameStop Corp
                                                                                                                                                                      • Goldman Sachs Group, Inc., The
                                                                                                                                                                      • Google, Inc.
                                                                                                                                                                      • Greenfield Online
                                                                                                                                                                      • Home Box Office, Inc.
                                                                                                                                                                      • IMAX Corporation
                                                                                                                                                                      • Lehman Brothers Holdings Inc.
                                                                                                                                                                      • LG Electronics Inc (USA)
                                                                                                                                                                      • Los Angeles Times
                                                                                                                                                                      • McDonald's U.S.A.
                                                                                                                                                                      • Motion Picture Association of America
                                                                                                                                                                      • MySpace.com
                                                                                                                                                                      • Napster Inc.
                                                                                                                                                                      • National Association of Theater Owners (NATO)
                                                                                                                                                                      • National Basketball Association
                                                                                                                                                                      • National Cable Television Association (NCTA)
                                                                                                                                                                      • National Football League Inc.
                                                                                                                                                                      • Natural Resources Defense Council (NRDC)
                                                                                                                                                                      • Netflix, Inc.
                                                                                                                                                                      • Neutrogena Corporation
                                                                                                                                                                      • P.F. Chang's China Bistro Inc.
                                                                                                                                                                      • Panera Bread Company
                                                                                                                                                                      • Papa John's International, Inc.
                                                                                                                                                                      • Paramount Pictures Corporation
                                                                                                                                                                      • Pokémon USA Inc.
                                                                                                                                                                      • Reuters Group PLC
                                                                                                                                                                      • Satellite Broadcasting Communications Association
                                                                                                                                                                      • Sony Corporation of America
                                                                                                                                                                      • Target Corporation
                                                                                                                                                                      • The National Cable and Telecommunications Association
                                                                                                                                                                      • The New York Times Company
                                                                                                                                                                      • The Quiznos Master LLC
                                                                                                                                                                      • Time Warner Inc.
                                                                                                                                                                      • TiVo Inc
                                                                                                                                                                      • Twentieth Century Fox Film Corporation
                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                      • Universal Pictures
                                                                                                                                                                      • Viacom Inc.
                                                                                                                                                                      • Video Software Dealers Association
                                                                                                                                                                      • Visa U.S.A. Inc.
                                                                                                                                                                      • Vizio, Inc.
                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                      • Walt Disney Company, The
                                                                                                                                                                      • Warner Bros. Entertainment Inc.
                                                                                                                                                                      • Yahoo! Inc
                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                      Family Entertainment on a Budget - US - March 2009

                                                                                                                                                                      £3,199.84 (Excl.Tax)