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Family Entertainment - US - January 2016

Definition

This report includes analysis of in-home sources of entertainment, parents’ opinions on what children should/should not be exposed to in the media, qualities parents seek in family entertainment, the role of technology, and more.

For the purposes of this Report, Mintel uses the following definition:

  • Parents: adults aged 18+ who are parents to kids <18 living in the household.

Expenditure data in this Report covers specific entertainment categories based on available data. It does not necessarily include all of the entertainment activities discussed in this Report. Covered categories include:

  • Audiovisual equipment/services, video gaming
  • Fees and admissions
  • Boats, campers, recreational vehicles
  • Sports, recreation, exercise equipment
  • Toys, games, hobbies
  • Reading
  • Photo equipment, supplies, services.

Overview

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

This report discusses the following key topics:

  • Many families seek excitement on a tight budget
  • Audience fragmentation means advertising reaches fewer family members
  • Parents worry about what children are exposed to in the media 
  • Brands must adapt to the fading away of the “traditional” family

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Figure 1: Households, by type, 2015
        • The issues
          • Many families seek excitement on a tight budget
            • Figure 2: Attitudes toward family activities – Any agree, by gender, November 2015
          • Audience fragmentation means advertising reaches fewer family members
            • Figure 3: In-home sources of entertainment – Select responses, by generation, November 2015
          • Parents worry about what children are exposed to in the media
            • Figure 4: Attitudes towards children’s media exposure – Any uncomfortable, November 2015
          • Brands must adapt to the fading away of the “traditional” family
            • The opportunities
              • Using tech to facilitate family bonding
                • Figure 5: The role of technology – Any agree, November 2015
              • Parents like the trend toward gender-neutral products for kids
                • Figure 6: Attitudes toward gender neutrality in kids’ products and activities – Any agree, by gender and by generation, November 2015
              • Strong consumer confidence means a willingness to spend on leisure and entertainment
                • Figure 7: Consumer Sentiment Index, January 2007-October 2015
              • What it means
              • The Market – What You Need to Know

                • Some 35 million households include children younger than 18
                  • 2014 fertility data indicates a possible “baby bounce”
                    • Spending on entertainment higher in households with children
                    • American Families

                        • Children younger than 18 present in 28% of US households
                          • Figure 8: Households, by type, 2015
                        • Millennials delay, but likely will not forgo, marriage and family
                          • Figure 9: Detailed marital status, by generation*, 2013
                        • Could 2014 be a prelude to a baby bounce?
                          • Figure 10: Annual births and fertility rate, 2003-14*
                        • Share of households with children in decline
                          • Figure 11: Households, by presence of own children, 2003-14
                        • Asian and Hispanic households most likely to include families, children
                          • Figure 12: Households by type, by race/Hispanic origin of householder, 2013
                          • Figure 13: Households with own children, by race and Hispanic origin of householder, 2013
                      • Entertainment Expenditures

                          • Households with kids spend more on entertainment than those without
                              • Figure 14: Average and indexed average annual expenditures for selected entertainment categories, by presence of children, 2012-14*
                            • Spending on fees and admissions likely going to kids and family outings, not “parents’ night out”
                              • Figure 15: Average and indexed annual expenditures for fees and admissions, by presence of children, 2012-14*
                            • Musical equipment, video games popular in households with children
                              • Figure 16: Average and indexed average annual expenditures for audiovisual and electronic gaming, by presence of children, 2012-14*
                          • Key Players – What You Need to Know

                            • What’s working: Imagination, diversity, nostalgia
                              • Challenges: Keeping kids active, pleasing everyone
                                • What’s next: Including dads, sensitivity training, empowering girls
                                • What’s Working?

                                  • Imaginative forms of entertainment sure to please children and parents
                                    • Incorporating diversity and teaching language
                                        • Figure 17: “Sesame Street & Autism: Highlight Reel,” online video, October 2015
                                        • Figure 18: Attitudes towards children’s media exposure – Netted – Select responses, November 2015
                                      • Targeting parents with nostalgia
                                        • Figure 19: “Disney’s The BFG — Teaser Trailer,” online video, December 2015
                                      • Cause marketing for kids
                                        • Figure 20: “Be Inspired | The Lion Guard: Return of the Roar | Disney Channel,” online video, November 2015
                                    • Challenges

                                      • Parents struggle to keep kids active
                                        • Same-sex couples becoming more visible, not all parents are okay with it
                                          • Figure 21: “Your Father,” online video, October 2015
                                        • Keeping kids safe online
                                          • Figure 22: “Torch. The Router for Parenting in the Digital Age,” online video, October 2015
                                      • What’s Next?

                                        • Allowing for more fluid gender roles
                                          • The future is modular
                                            • Sensitivity training for customer-facing employees
                                              • Encouraging girls to pursue STEM
                                                • Rethinking how to talk to kids about sex and gender
                                                • The Consumer – What You Need to Know

                                                  • Average monthly family entertainment budget: $182
                                                    • Moms enjoy watching kids’ TV shows and movies
                                                      • Only 44% of parents are comfortable with their children seeing same-sex couples in the media
                                                        • Parents most likely to seek imaginative and educational activities
                                                          • Family entertainment helps parents feel like kids again
                                                            • Dads more likely than moms to feel pressure around family entertainment
                                                            • Monthly Family Entertainment Budget

                                                                • Average family spends $182 on entertainment per month
                                                                  • Figure 23: Monthly spend on family entertainment, November 2015
                                                                • Dads, Older Millennials are family entertainment big spenders
                                                                  • Figure 24: Mean monthly spend on family entertainment, by gender and by generation, November 2015
                                                                • One third of families spending more on entertainment, few spending less
                                                                  • Figure 25: Change in spending on family entertainment, November 2015
                                                                  • Figure 26: Change in spending on family entertainment – Spending more than last year, by gender and by generation, November 2015
                                                              • In-home Sources of Entertainment

                                                                  • TV remains king in family entertainment
                                                                      • Figure 27: In-home sources of entertainment, November 2015
                                                                    • Streaming services provide brands access to young parents
                                                                      • Figure 28: In-home sources of entertainment – Select responses, by generation, November 2015
                                                                    • Streaming roughly equally common in low- to high-income households
                                                                      • Figure 29: In-home sources of entertainment – Select responses, by household income, November 2015
                                                                    • Larger households invest more in entertainment
                                                                      • Figure 30: In-home sources of entertainment – Select responses, by household size, November 2015
                                                                  • Approach to Family Entertainment

                                                                      • Majority of parents enjoy watching kids’ movies/TV shows, parents looking for ways to bond
                                                                        • Figure 31: Approach to family entertainment, November 2015
                                                                      • Moms more likely to say they enjoy kids’ programming
                                                                          • Figure 32: Approach to family entertainment – Select responses, by gender, November 2015
                                                                        • For young parents, devices are part of the family
                                                                          • Figure 33: Approach to family entertainment – Technology is a distraction, by generation, November 2015
                                                                        • Educational entertainment resonates with parents of younger kids
                                                                          • Figure 34: Approach to family entertainment – Select responses, by age of children in household, November 2015
                                                                      • Attitudes towards Children’s Media Exposure

                                                                          • Sexuality and gender identity polarize parents
                                                                              • Figure 35: Attitudes towards children’s media exposure — Netted, November 2015
                                                                            • Moms more conservative than dads
                                                                              • Figure 36: Attitudes towards children’s media exposure – Any comfortable – Select responses, by gender, November 2015
                                                                            • Older Millennials least conservative
                                                                                • Figure 37: Attitudes towards children’s media exposure – Any comfortable – Select responses, by generation, November 2015
                                                                              • White, Hispanic parents tend to be more lenient
                                                                                • Figure 38: Attitudes towards children’s media exposure – Any comfortable – Select responses, by race/Hispanic origin, November 2015
                                                                            • Important Qualities in Family Entertainment

                                                                                • Parents seek activities that will give their kids an edge in school but kids must buy in as well
                                                                                  • Figure 39: Important qualities in family entertainment, November 2015
                                                                                • Moms expect more
                                                                                  • Figure 40: Important qualities in family entertainment – Select responses, by gender, November 2015
                                                                                • Majority of parents like the gender-neutral trend
                                                                                    • Figure 41: Attitudes toward gender neutrality in kids’ products and activities – Netted, by gender, generation, and kids’ age, November 2015
                                                                                • Attitudes toward Spending Time with Kids

                                                                                    • Parents enjoy watching their kids, acting like kids themselves
                                                                                        • Figure 42: Attitudes toward spending time with kids – Netted, November 2015
                                                                                      • Dads may be more “down to clown”
                                                                                        • Figure 43: Attitudes toward spending time with kids – Any agree, by gender, November 2015
                                                                                      • Millennials seek “throwback” to childhood
                                                                                        • Figure 44: Attitudes toward spending time with kids – Any agree, by gender, November 2015
                                                                                      • Hispanic parents may view throwbacks as a way to stay connected to their heritage
                                                                                        • Figure 45: Attitudes toward spending time with kids – Any agree, by race/Hispanic origin, November 2015
                                                                                    • Pressure on Family Time

                                                                                        • Family entertainment is not all fun and games
                                                                                            • Figure 46: Pressure on family time – Netted, November 2015
                                                                                          • Dads feel the pressure when it comes to family entertainment
                                                                                              • Figure 47: Pressure on family time – Any agree, by gender, November 2015
                                                                                            • More children, more pressure
                                                                                                • Figure 48: Pressure on family time – Any agree, by number of children, November 2015
                                                                                            • The Roles of Experience and Technology

                                                                                                • Families seek memorable experiences, opportunity to go out
                                                                                                    • Figure 49: The role of experience – Netted, November 2015
                                                                                                    • Figure 50: The role of experience – Any agree, by gender, by generation, and by race/Hispanic origin, November 2015
                                                                                                  • Technology becoming more enmeshed in family time
                                                                                                      • Figure 51: The role of technology – Netted, November 2015
                                                                                                      • Figure 52: The role of technology – Any agree, by gender, by generation, and by race/Hispanic origin, November 2015
                                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                                    • Data sources
                                                                                                      • Sales and demographic data
                                                                                                        • Consumer survey data
                                                                                                          • Consumer qualitative research
                                                                                                            • Abbreviations and terms
                                                                                                              • Abbreviations
                                                                                                                • Terms
                                                                                                                • Appendix – Market – American Families

                                                                                                                    • Figure 53: Households, by type, 2015
                                                                                                                    • Figure 54: Households by type, by race/Hispanic origin of householder, 2013
                                                                                                                    • Figure 55: Households, by presence of own children, 2003-14
                                                                                                                    • Figure 56: Households with own children, by race and Hispanic origin of householder, 2013
                                                                                                                    • Figure 57: Household size, by race/Hispanic origin, 2013
                                                                                                                    • Figure 58: Detailed marital status, by age, 2013
                                                                                                                    • Figure 59: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                                    • Figure 60: Annual births and fertility rate, 2003-14*
                                                                                                                    • Figure 61: Births and birth rates, by age of mother, 2013 and preliminary 2014
                                                                                                                    • Figure 62: Births, by race and Hispanic origin of mother, 2003-14*
                                                                                                                    • Figure 63: Population of children, by age, 2010-20
                                                                                                                • Appendix – Market – Entertainment Expenditures

                                                                                                                    • Figure 64: Average annual expenditures for selected entertainment categories, by presence of children, 2012-14*
                                                                                                                    • Figure 65: Distribution of average annual expenditures for selected entertainment categories, by presence of children, 2012-14*
                                                                                                                    • Figure 66: Market shares, selected entertainment categories, by presence of children, 2012-14*
                                                                                                                    • Figure 67: Average annual expenditures for fees and admissions, by presence of children, 2012-14*
                                                                                                                    • Figure 68: Average annual expenditures for audiovisual and electronic gaming, by presence of children, 2012-14*
                                                                                                                • Appendix – Consumer

                                                                                                                    • Figure 69: Households with pay TV and video-on-demand subscriptions, July 2008-September 2015
                                                                                                                    • Figure 70: Households with pay TV and video-on-demand subscriptions, July 2008-September 2015

                                                                                                                Companies Covered

                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                Family Entertainment - US - January 2016

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