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Family Entertainment - US - January 2013

“While spending recreational time with family is important to parents, the cost of entertainment activities continues to be a concern. Marketers have incentive to consider other ways to make budget-friendly home entertainment more appealing to families, as well as introduce activities that are educational as well as fun. Younger dads should also be given a more pronounced role in this sector, as they are the most inclined to invest more time and money in family entertainment activities.”

– Gretchen Grabowski, Travel & Leisure Analyst

Some questions answered in this report include:

  • Can the need for home activities balance with desires to be away?
  • Are marketers promoting the best options for in-home entertainment?
  • Should marketers do more to target dads?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definitions
        • Data sources
          • Entertainment spend data
            • Consumer survey data
              • Advertising creative
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Entertainment spending
                        • Parents spending more on entertainment activities
                          • Figure 1: U.S. households’* average annual expenditures in select entertainment categories, by presence of children in household, 2010-11
                        • Recreational lessons account for the largest share of spending on fees, admissions
                          • Figure 2: U.S. households’* average annual expenditures on fees and admissions, by presence of children in household, 2010-11
                        • Factors driving entertainment spending
                          • Larger households with more income positioned to spend more on entertainment
                            • Figure 3: U.S. households’* average annual income and entertainment spending, by number of people in household, 2011
                          • However, wariness about the economy encourages spending less
                            • Figure 4: Likelihood of finding it difficult if paychecks were delayed a week, 2006-12
                            • Figure 5: Incidence of having $500 or less in savings or any specific savings strategy, September 2012
                          • The consumer
                            • Parents decreasing entertainment spending, but young inclined to spend more
                              • Figure 6: Change in spending on family entertainment compared to last year, Millennials vs. non-Millennials, October 2012
                            • Younger dads inclined to spend more money in this sector each month
                              • Figure 7: Money spent on family entertainment in a typical month, by gender and age of parent, October 2012
                            • Younger dads also tend to spend more time on entertainment events
                              • Figure 8: More time spent on family activities away from and at home in the past 12 months, by gender and age of parent, October 2012
                            • Budget and kids’ time the biggest barriers to family entertainment activities
                              • Figure 9: Top two factors that prevent more frequent participation in family entertainment activities, October 2012
                            • Families enjoying their time together, but may need to do so at home
                              • Figure 10: Top three attitudes toward family entertainment activities, October 2012
                            • Moms and dads consulting different sources for entertainment information
                              • Figure 11: Sources relied on for information about family entertainment events, by gender, October 2012
                            • What we think
                            • Issues in the Market

                                • Can the need for home activities balance with desires to be away?
                                  • Are marketers promoting the best options for in-home entertainment?
                                    • Should marketers do more to target dads?
                                    • Insights and Opportunities

                                      • Key points
                                        • More games combining reality and fiction
                                          • Figure 12: Chicago Field Museum “I Dig Tanzania” flier, May 2012
                                        • State-centric day trips “on a tankful”
                                        • Trend Application

                                            • Inspire Trend: The Nouveau Poor
                                              • Inspire Trend: Men Shopping Badly
                                                • Inspire 2015 trends
                                                  • Brand Intervention
                                                  • Annual Household Entertainment Expenditures

                                                    • Key points
                                                      • U.S. households with children spending more on entertainment
                                                        • Figure 13: U.S. households’* average annual expenditures in select entertainment categories, by presence of children in household, 2010-11
                                                      • Families spending the most on recreational lessons
                                                          • Figure 14: Households’* average annual expenditures on fees and admissions, by presence of children in household, 2010-11
                                                      • Drivers of Family Entertainment Spending

                                                        • Overview
                                                          • Entertainment spending increases with household size, income
                                                            • Figure 15: U.S. households’* annual income and entertainment spending, by number of people in household, 2011
                                                          • Yet, families still see a need to spend less in this sector overall
                                                            • Most Americans living paycheck to paycheck…
                                                              • Figure 16: Likelihood of finding it difficult if paychecks were delayed a week, 2006-12
                                                            • …and many have minimal savings
                                                              • Figure 17: Incidence of having $500 or less in savings or any specific savings strategy, September 2012
                                                              • Figure 18: Economic possibilities Americans are more afraid of, September 2012
                                                            • Tax fears also lead to less spending
                                                              • Figure 19: Expected impact of the presidential election on income, spending, and taxes, October 2012
                                                          • Innovations and Innovators

                                                            • Key points
                                                              • Online game allows kids to learn about their real families
                                                                • Figure 20: Facebook “Family Village” game, January 2013
                                                              • Zume Games add new flair to indoor, outdoor family entertainment
                                                                  • Figure 21: Zume Games’ “Canz” tossing target game, May 2012
                                                                • DreamWorks plans for new theme park
                                                                  • Figure 22: DreamWorks Theme Park, American Dream Mall, July 2012
                                                              • Marketing Strategies

                                                                • Key points
                                                                  • TV commercials promote family bonding opportunities at home
                                                                    • Microsoft
                                                                      • Figure 23: Microsoft “Family Fun” TV ad, August 2012
                                                                    • Nickelodeon
                                                                      • Figure 24: Nickelodeon “I Know Them Well” TV ad, July 2012
                                                                    • Food Network
                                                                      • Figure 25: Food Network “Family Time” TV ad, October 2012
                                                                    • However, there are also good deals for activities away from home
                                                                      • Greensboro Coliseum Complex
                                                                        • Figure 26: Greensboro Coliseum Complex “Tip Off” TV ad, February 2012
                                                                      • Ringling Bros. and Barnum & Bailey
                                                                        • Figure 27: Ringling Bros. and Barnum & Bailey “The Legend of the Dragon (LAX)” TV ad, June 2012
                                                                      • Cherry Creek Arts Festival
                                                                        • Figure 28: Cherry Creek Arts Festival “Three in One” TV ad, June 2012
                                                                      • Website promotions also push family deals and savings
                                                                        • Celebration! Cinema
                                                                          • Figure 29: Celebration! Cinema Flick’s Family Film Festival web ad, December 2012
                                                                          • Figure 30: Celebration! Cinema Monday Movies with Moms web ad, December 2012
                                                                        • Six Flags Over Georgia
                                                                          • Figure 31: Six Flags Over Georgia Discover Family Meal Deals web ad, January 2013
                                                                      • Family Entertainment Spending Now vs. Last Year

                                                                        • Key points
                                                                          • More than four in 10 spending less on family entertainment
                                                                            • Figure 32: Change in spending on family entertainment compared to last year, October 2012
                                                                            • Figure 33: Change in spending on family entertainment compared to last year, by gender and age, October 2012
                                                                          • Millennials stray from the norm, spending more on family entertainment
                                                                            • Figure 34: Change in spending on family entertainment compared to last year, Millennials vs. non-Millennials, October 2012
                                                                        • Family Entertainment Spending in a Typical Month

                                                                          • Key points
                                                                            • Majority of families spending less than $100 per month on entertainment
                                                                              • Figure 35: Money spent on family entertainment in a typical month, by change in spending on family entertainment, October 2012
                                                                            • Younger dads typically spend the most on family entertainment
                                                                              • Figure 36: Money spent on family entertainment in a typical month, by gender and age of parent, October 2012
                                                                          • Time Spent on Family Activities

                                                                            • Key points
                                                                              • Families spending more time together, primarily at home
                                                                                • Figure 37: Change in time spent on family activities away from and at home in the past 12 months, October 2012
                                                                              • Insight: Are families really “together” when they are watching TV or movies?
                                                                                • Young parents tend to spend more time with family anywhere
                                                                                  • Figure 38: More time spent on family activities away from and at home in the past 12 months, by age of parent, October 2012
                                                                                  • Figure 39: More time spent on family activities away from and at home in the past 12 months, by gender and age of parent, October 2012
                                                                                • Board games may be a draw for families with young kids
                                                                                  • Figure 40: Top five board games kids own, by age, April 2011-June 2012
                                                                                • Siblings the most likely to bond through video games
                                                                                    • Figure 41: Who kids play video games with, by age, April 2011-June 2012
                                                                                    • Figure 42: Top five reasons parents play video games with their kids, 2012
                                                                                  • Insight: The need for balance in video game play
                                                                                  • Barriers to Participating in Family Entertainment

                                                                                    • Key points
                                                                                      • Budget, time the most likely to prevent participation in family activities
                                                                                        • Figure 43: Factors that prevent more frequent participation in family entertainment activities, October 2012
                                                                                        • Figure 44: Factors that prevent more frequent participation in family entertainment activities, by number of children in household, October 2012
                                                                                      • Work obligations primarily a barrier to younger parents
                                                                                        • Figure 45: Factors that prevent more frequent participation in family entertainment activities, by age, October 2012
                                                                                    • Attitudes Toward Family Entertainment Activities

                                                                                      • Key points
                                                                                        • More than nine in 10 parents say family activities are enjoyable
                                                                                          • Figure 46: Attitudes toward family entertainment activities, October 2012
                                                                                          • Figure 47: Attitudes toward family entertainment activities, by gender of parent, October 2012
                                                                                        • Kids and teens appreciate family time, too
                                                                                          • Figure 48: Kids and teens’ opinions about family and spending time with family during their free time, by age, April 2011-June 2012
                                                                                        • For young kids, playing with toys may represent the ideal family time experience
                                                                                          • Figure 49: What kids spend their allowance/money on, by age, April 2011-June 2012
                                                                                          • Figure 50: Top five toys and games kids own or use, by age, April 2011-June 2012
                                                                                      • Sources for Family Entertainment Event Information

                                                                                        • Key points
                                                                                          • Friends, relatives the go-to sources for family event information
                                                                                            • Figure 51: Sources relied on for information about family entertainment events, October 2012
                                                                                          • While moms consult the “experts,” more dads look for online deals
                                                                                            • Figure 52: Sources relied on for information about family entertainment events, by gender, October 2012
                                                                                        • Impact of Race and Hispanic Origin

                                                                                          • Key points
                                                                                            • Hispanics the most inclined to spend more on family entertainment
                                                                                              • Figure 53: Spending on family entertainment compared to last year, by race/Hispanic origin, October 2012
                                                                                              • Figure 54: Distribution of generations, total population and Hispanic origin groups, 2012
                                                                                            • Hispanics also the most likely to spend $300 or more per month
                                                                                              • Figure 55: Money spent on family entertainment in a typical month, by race/Hispanic origin, October 2012
                                                                                            • Blacks the most likely to set a budget for family entertainment
                                                                                              • Figure 56: Attitudes toward family entertainment activities, by race/Hispanic origin, October 2012
                                                                                              • Figure 57: Median household income by race and Hispanic origin of householder, 2011
                                                                                          • Cluster Analysis

                                                                                              • Figure 58: Parent clusters, October 2012
                                                                                            • Big Spenders
                                                                                              • Demographics
                                                                                                • Characteristics
                                                                                                  • Opportunity
                                                                                                    • Indifferent Parents
                                                                                                      • Demographics
                                                                                                        • Characteristics
                                                                                                          • Opportunity
                                                                                                            • Cost-conscious Parents
                                                                                                              • Demographics
                                                                                                                • Characteristics
                                                                                                                  • Opportunity
                                                                                                                    • Cluster characteristics
                                                                                                                      • Figure 59: Change in spending on family entertainment compared to last year, by parent clusters, October 2012
                                                                                                                      • Figure 60: Money spent on family entertainment in a typical month, by parent clusters, October 2012
                                                                                                                      • Figure 61: More time spent on family activities away from and at home in the past 12 months, by parent clusters, October 2012
                                                                                                                      • Figure 62: Factors that prevent more frequent participation in family entertainment activities, by parent clusters, October 2012
                                                                                                                      • Figure 63: Attitudes toward family entertainment activities, by parent clusters, October 2012
                                                                                                                      • Figure 64: Sources relied on for information about family entertainment events, by parent clusters, October 2012
                                                                                                                    • Cluster demographic tables
                                                                                                                      • Figure 65: Profile of parent clusters, by gender, age, household income, and number of children in household, October 2012
                                                                                                                      • Figure 66: Profile of parent clusters, by race and Hispanic origin, October 2012
                                                                                                                    • Cluster methodology
                                                                                                                    • Appendix—Other Useful Consumer Tables

                                                                                                                      • Family entertainment spending now vs. last year
                                                                                                                        • Figure 67: Change in spending on family entertainment compared to last year, by household income, October 2012
                                                                                                                        • Figure 68: Change in spending on family entertainment compared to last year, by number of people in household, October 2012
                                                                                                                        • Figure 69: Change in spending on family entertainment compared to last year, by number of children in household, October 2012
                                                                                                                      • Family entertainment spending in a typical month
                                                                                                                        • Figure 70: Money spent on family entertainment in a typical month, Millennials vs. non-Millennials, October 2012
                                                                                                                        • Figure 71: Money spent on family entertainment in a typical month, by number of children in household, October 2012
                                                                                                                      • Time spent on family entertainment activities in last 12 months
                                                                                                                        • Figure 72: More time spent on family activities away from and at home in the past 12 months, by gender of parent, October 2012
                                                                                                                        • Figure 73: More time spent on family activities away from and at home in the past 12 months, by household income, October 2012
                                                                                                                        • Figure 74: More time spent on family activities away from and at home in the past 12 months, by race/Hispanic origin, October 2012
                                                                                                                        • Figure 75: More time spent on family activities away from and at home in the past 12 months, Millennials vs. non-Millennials, October 2012
                                                                                                                        • Figure 76: More time spent on family activities away from and at home in the past 12 months, by number of children in household, October 2012
                                                                                                                        • Figure 77: More time spent on family activities away from and at home in the past 12 months, by money spent on family entertainment in a typical month, October 2012
                                                                                                                        • Figure 78: Kids’ frequency of playing board games in the last month, by age, April 2011-June 2012
                                                                                                                      • Barriers to participating in family entertainment
                                                                                                                        • Figure 79: Factors that prevent more frequent participation in family entertainment activities, by gender, October 2012
                                                                                                                        • Figure 80: Factors that prevent more frequent participation in family entertainment activities, by gender and age, October 2012
                                                                                                                        • Figure 81: Factors that prevent more frequent participation in family entertainment activities, by household income, October 2012
                                                                                                                        • Figure 82: Factors that prevent more frequent participation in family entertainment activities, by race/Hispanic origin, October 2012
                                                                                                                        • Figure 83: Factors that prevent more frequent participation in family entertainment activities, by household size, October 2012
                                                                                                                        • Figure 84: Factors that prevent more frequent participation in family entertainment activities, Millennials vs. non-Millennials, October 2012
                                                                                                                      • Attitudes toward family entertainment activities
                                                                                                                        • Figure 85: Attitudes toward family entertainment activities, by age of parent, October 2012
                                                                                                                        • Figure 86: Attitudes toward family entertainment activities, by gender and age of parent, October 2012
                                                                                                                        • Figure 87: Attitudes toward family entertainment activities, by household income, October 2012
                                                                                                                        • Figure 88: Attitudes toward family entertainment activities, by household size, October 2012
                                                                                                                        • Figure 89: Attitudes toward family entertainment activities, Millennials vs. non-Millennials, October 2012
                                                                                                                        • Figure 90: Attitudes toward family entertainment activities, by number of children in household, October 2012
                                                                                                                        • Figure 91: Other toys and games kids own or use, by age, April 2011-June 2012
                                                                                                                      • Sources of information on family entertainment
                                                                                                                        • Figure 92: Sources relied on for information about family entertainment events, by age of parent, October 2012
                                                                                                                        • Figure 93: Sources relied on for information about family entertainment events, by gender and age of parent, October 2012
                                                                                                                        • Figure 94: Sources relied on for information about family entertainment events, by household income, October 2012
                                                                                                                        • Figure 95: Sources relied on for information about family entertainment events, by race/Hispanic origin, October 2012
                                                                                                                        • Figure 96: Sources relied on for information about family entertainment events, by number of people in household, October 2012
                                                                                                                        • Figure 97: Sources relied on for information about family entertainment events, Millennials vs. Non-Millennials, October 2012
                                                                                                                        • Figure 98: Sources relied on for information about family entertainment events, by number of children in household, October 2012
                                                                                                                    • Appendix—Trade Associations

                                                                                                                      Companies Covered

                                                                                                                      • Consumer Electronics Association
                                                                                                                      • Entertainment Software Association
                                                                                                                      • University of Iowa, The

                                                                                                                      Family Entertainment - US - January 2013

                                                                                                                      £3,277.28 (Excl.Tax)