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Family Leisure Trends - US - January 2015

“Technology has permeated family life, for better or for worse, and work continues to encroach upon family time. In the meantime, the definition of the ‘typical American family’ has shifted. Companies and marketers need to continue to expand how they define ‘family’ in an effort to resonate with increasingly diverse family households. ”
– Lauren Bonetto, Lifestyle & Leisure Analyst

This report discusses the following key topics:

  • How families spend time together, both in and out of the house
  • How parents learn about new activities
  • Attitudes toward technology and physical activity
  • How products and services are marketed to families

About two thirds of all households in the US are “family households.” While family bonding and quality time is revered, the hectic pace of modern life makes family leisure time somewhat elusive for American families. Technology both aids as well as detracts from family leisure while increasingly busy school and work schedules make scheduling family leisure time a challenge.

This report examines how families spend time together, both in and out of the house. It provides analysis regarding how much time families spend together (both on weekdays and weekends), the types of activities they participate in, how parents learn about activities, and how products and services are marketed to families. It also includes analysis of parents’ attitudes toward technology and physical activity. The impact of parents’ gender, age, and race/Hispanic origin, as well as the impact of children’s age and household income are analyzed.

 

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Table of contents

  1. Scope and Themes

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

                      • American families
                        • Figure 1: Households by type, 2013
                      • Issues and insights
                        • Technology both the golden and red-headed stepchild of family leisure
                          • Always wanting more
                            • The remodeling of the American family
                              • The consumer
                                • Amount of leisure time spent with family each week
                                  • Figure 2: Amount of leisure time spent with family on weekdays and weekends, October 2014
                                • Out-of-home activities
                                  • Figure 3: Top activities done with family out of the home in the past month/year, October 2014
                                • In-home activities
                                  • Figure 4: Top activities done with family at/around home in previous three months, October 2014
                                • Family time, kids’ influence, mobile devices
                                  • Figure 5: Kids’ influence on family leisure activities, October 2014
                                  • Figure 6: Use of mobile devices during family time, October 2014
                                • Attitudes toward family leisure time – electronics and technology
                                  • Figure 7: Attitudes toward family leisure time – electronics and technology – any agree, by gender, October 2014
                                • Attitudes toward family leisure time – physical activity
                                  • Figure 8: Attitudes toward family leisure time – Physical activity – Any agree, October 2014
                                • Sources for learning about new family leisure activities
                                  • Figure 9: Sources for learning about new activities, October 2014
                                • What we think
                                • Issues and Insights

                                    • Technology both the golden and red-headed stepchild of family leisure
                                      • The issues
                                        • The implications
                                          • Always wanting more
                                            • The issues
                                              • The implications
                                                • The remodeling of the American family
                                                  • The issues
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Life Hacking
                                                          • Trend: Switch Off
                                                            • Trend: Click and Connect
                                                            • American Families

                                                              • Key points
                                                                • American households and the future of families
                                                                  • Figure 10: Households by type, 2013
                                                                • Millennials putting off marriage, family
                                                                  • Figure 11: Marital status, by generation, 2012
                                                                • More than three quarters of births to women aged 20-34
                                                                  • Figure 12: Distribution of births, by age of mother, 2013
                                                                • Share of households with children in decline
                                                                  • Figure 13: Households, by presence of own children, 2003-13
                                                                  • Figure 14: Population by age of children, 2009-19
                                                                • Asian and Hispanic households most likely to include families, children
                                                                  • Figure 15: Households by type, by race/Hispanic origin of householder, 2013
                                                                  • Figure 16: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                                                                  • Figure 17: Households with own children, by race and Hispanic origin of householder, 2013
                                                                  • Figure 18: Household size, by race/Hispanic origin, 2013
                                                              • Innovations and Innovators

                                                                  • There’s an app for that
                                                                    • Mini Hug helps parents track family time
                                                                      • DinnerTime app helps parents at (and away from) the dinner table
                                                                          • Figure 19: DinnerTime mobile app, 2014
                                                                        • MyMonopoly
                                                                          • Figure 20: Monopoly “Wondering what MyMonopoly is?” online video, 2014
                                                                        • Fuzipop targets kids and families that like to party
                                                                          • Gathered Table aims to take some of the stress out of family meal planning
                                                                            • Figure 21: Gathered Table website screenshot, 2014
                                                                          • Kinn Cascade Flyer targets urban families
                                                                            • LeapFrog launches LeapBand and LeapTV to help children get active
                                                                              • Figure 22: LeapFrog “LeapBand from LeapFrog is Fit Made Fun!” TV commercial, 2014
                                                                              • Figure 23: LeapFrog “LeapTV: The Active, Educational Gaming System for Kids” TV commercial, 2014
                                                                          • Marketing Strategies

                                                                            • Overview of the brand landscape
                                                                              • In-home activities
                                                                                • Watching a movie/TV show
                                                                                  • Figure 24: Vizio “Fallen Tree” TV commercial, 2014
                                                                                • Ordering takeout/delivery
                                                                                  • Figure 25: Papa Murphy’s “Love at 425 Degrees” TV commercial, 2013
                                                                                • Cooking and baking
                                                                                    • Figure 26: McCormick “Everyone loves breakfast for dinner” TV commercial, 2014
                                                                                    • Figure 27: McCormick – American Homemade, website screenshot, 2014
                                                                                    • Figure 28: Barilla “Share The Table” online video, 2014
                                                                                  • Arts and crafts
                                                                                    • Figure 29: Elmer’s “Let’s Bond” TV commercial, 2013
                                                                                  • Out-of-home activities
                                                                                    • Dining out
                                                                                      • Figure 30: Friendly’s Ice Cream “Friendly’s Promise” TV commercial, 2014
                                                                                      • Figure 31: Chili’s Grill & Bar “More Life Happens Here” online video, 2014
                                                                                    • Going to the movies
                                                                                      • Figure 32: AMC “Dine-In Theaters” TV commercial, 2014
                                                                                    • Visit an active entertainment facility
                                                                                      • Family vacation
                                                                                        • Figure 33: MasterCard “One More Day” TV commercial, 2014
                                                                                        • Figure 34: Disney Cruise Line “Captain’s Log: Day of Discovery on a Disney Cruise” TV commercial, 2013
                                                                                    • Weekly Leisure Time with Family

                                                                                      • Key points
                                                                                        • Average amount time spent with family on weekdays, weekends
                                                                                          • Figure 35: Amount of leisure time spent with family on weekdays and weekends, October 2014
                                                                                        • Differences by demographics
                                                                                            • Figure 36: Mean amount of leisure time spent with family on weekdays and weekends (in hours), by demographics, October 2014
                                                                                          • Change in amount of time spent together
                                                                                            • Figure 37: Change in amount of time spent together, October 2014
                                                                                            • Figure 38: Change in amount of time spent together, by gender, age, and household income, October 2014
                                                                                            • Figure 39: Average hours per day spent on leisure and sports by married mothers and fathers who did the activities on an average day, by employment status and age of youngest own household child, average for the combined years 2009-13
                                                                                            • Figure 40: Average hours per day spent on caring for and helping household children by married mothers and fathers who did the activities on an average day, by employment status and age of youngest own household child, average for the combined years 2009-13
                                                                                        • Out-of-Home Family Leisure Activities

                                                                                          • Key points
                                                                                            • Families gravitate toward affordable, accessible activities
                                                                                                • Figure 41: Activities done with family out of the home in the past month/year, October 2014
                                                                                              • Barriers to out-of-home activities
                                                                                                  • Figure 42: Yo Gabba Gabba! Live! advertisement, “Yo Gabba Gabba! Live! Music is Awesome is coming Fall 2014!” 2014
                                                                                                  • Figure 43: The Joffrey Ballet – The Nutcracker Family Dinner, email advertisement, 2014
                                                                                                  • Figure 44: Activities done with family out of the home in the past month/year, October 2014
                                                                                                • Millennials most active with families outside the home
                                                                                                  • Figure 45: Activities done with family out-of-home in past month/year, by generation, October 2014
                                                                                                • Lower-income families often priced out of out-of-home activities
                                                                                                  • Figure 46: Activities done with family out-of-home in past month/year, by household income, October 2014
                                                                                              • In-Home Family Leisure Activities

                                                                                                • Key points
                                                                                                  • Most popular in-home activities require little planning, prep, cleanup
                                                                                                      • Figure 47: Activities done with family at/around home in the past three months, October 2014
                                                                                                    • Barriers to in-home activities
                                                                                                        • Figure 48: Activities done with family at/around home in the past three months, October 2014
                                                                                                      • Insight: Helping American families get healthy
                                                                                                          • Figure 49: Life Time Fitness – Kids Academy, online video, 2014
                                                                                                        • Moms and dads opt for slightly different activities
                                                                                                          • Figure 50: Activities done with family at/around home in past three months, by gender, October 2014
                                                                                                        • Targeting parents of kids/tweens likely to pay off
                                                                                                          • Figure 51: Activities done with family at/around home in past three months, by kids’ ages, October 2014
                                                                                                      • Family Time, Kids’ Influence, Mobile Devices

                                                                                                        • Key points
                                                                                                          • The majority of parents want more family time
                                                                                                            • Figure 52: Family time, October 2014
                                                                                                            • Figure 53: Family time, by gender and generation, October 2014
                                                                                                          • Insight: Modern men and work/life balance
                                                                                                            • Figure 54: Average number of hours spent per week on paid work, housework, and childcare, moms versus dads, 1965 versus 2011
                                                                                                          • Three quarters of parents are significantly influenced by their children
                                                                                                            • Figure 55: Kids’ influence, October 2014
                                                                                                            • Figure 56: Kids’ influence, by gender and generation, October 2014
                                                                                                          • Four in 10 prefer to table technology during family time
                                                                                                              • Figure 57: Mobile devices, October 2014
                                                                                                              • Figure 58: Mobile devices, by gender and generation, October 2014
                                                                                                          • Attitudes toward Family Leisure Time – Electronics and Technology

                                                                                                            • Key points
                                                                                                              • Attitudes toward family leisure time regarding electronics and technology
                                                                                                                • Figure 59: Attitudes toward family leisure time – electronics and technology, October 2014
                                                                                                              • Limiting children’s screen time
                                                                                                                • Figure 60: Attitudes toward family leisure time – electronics and technology – Any agree, by kids’ ages and by desire for more time with family, October 2014
                                                                                                              • Technology and family bonding
                                                                                                                  • Figure 61: Attitudes toward family leisure time – electronics and technology – Any agree, by gender, by generation, by household income, October 2014
                                                                                                                • Using mobile devices in the presence of children
                                                                                                                  • Figure 62: Attitudes toward family leisure time – electronics and technology – Any agree, by gender, by generation, by kids’ ages, October 2014
                                                                                                              • Attitudes toward Family Leisure Time – Physical Activity

                                                                                                                • Key points
                                                                                                                  • Attitudes toward family leisure time regarding physical activity
                                                                                                                    • Figure 63: Attitudes toward family leisure time – physical activity, October 2014
                                                                                                                  • Who should be responsible for ensuring that children exercise
                                                                                                                    • Figure 64: Attitudes toward family leisure time – physical activity – Any agree, by generation, by household income, October 2014
                                                                                                                  • Barriers to getting children to exercise more
                                                                                                                      • Figure 65: Attitudes toward family leisure time – physical activity – Any agree, by gender, by generation, by kids’ ages, October 2014
                                                                                                                  • Sources for Learning about Family Leisure Activities

                                                                                                                    • Key points
                                                                                                                      • Word-of-mouth most effective, not most practical
                                                                                                                        • Figure 66: Sources for learning about new activities, October 2014
                                                                                                                      • Spotlight: Facebook puts an interesting twist on word-of-mouth
                                                                                                                        • Figure 67: Facebook “Super Cleaners” TV/online commercial, 2014
                                                                                                                      • Dads tuned in to TV, moms lean local
                                                                                                                        • Figure 68: Sources for learning about new activities, by gender, October 2014
                                                                                                                      • Millennials more online, Baby Boomers more offline
                                                                                                                        • Figure 69: Sources for learning about new activities, by generation, October 2014
                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                      • Key points
                                                                                                                        • Insights on Black families
                                                                                                                          • Amount of leisure time spent with family each week
                                                                                                                            • In-home activities
                                                                                                                              • Insights on Hispanic families
                                                                                                                                • Amount of leisure time spent with family each week
                                                                                                                                  • Out-of-home activities
                                                                                                                                    • Attitudes toward family leisure time
                                                                                                                                      • Figure 70: Amount of leisure time spent with family on weekdays and weekends, by race/Hispanic origin (mean), October 2014
                                                                                                                                      • Figure 71: Change in amount of time spent together, by race/Hispanic origin, October 2014
                                                                                                                                      • Figure 72: Activities done with family out-of-home in past month/year, by race/Hispanic origin, October 2014
                                                                                                                                      • Figure 73: Activities done with family at/around home in past three months, by race/Hispanic origin, October 2014
                                                                                                                                      • Figure 74: Attitudes toward family leisure time – Any agree, by race/Hispanic origin, October 2014
                                                                                                                                      • Figure 75: Sources for learning about new activities, by race/Hispanic origin, October 2014
                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                    • Amount of leisure time spent with family each week
                                                                                                                                      • Figure 76: Amount of leisure time spent with family on weekdays and weekends, by gender (mean), October 2014
                                                                                                                                      • Figure 77: Amount of leisure time spent with family on weekdays and weekends, by age (mean), October 2014
                                                                                                                                      • Figure 78: Amount of leisure time spent with family on weekdays and weekends, by generation (mean), October 2014
                                                                                                                                      • Figure 79: Amount of leisure time spent with family on weekdays and weekends, by area (mean), October 2014
                                                                                                                                      • Figure 80: Amount of leisure time spent with family on weekdays and weekends, by household income (mean), October 2014
                                                                                                                                      • Figure 81: Amount of leisure time spent with family on weekdays and weekends, by kids’ ages (mean), October 2014
                                                                                                                                      • Figure 82: Change in amount of time spent together, by gender, October 2014
                                                                                                                                      • Figure 83: Change in amount of time spent together, by age, October 2014
                                                                                                                                      • Figure 84: Change in amount of time spent together, by generation, October 2014
                                                                                                                                    • Out-of-home activities
                                                                                                                                      • Figure 85: Activities done with family out-of-home in past month/year, by gender, October 2014
                                                                                                                                      • Figure 86: Activities done with family out-of-home in past month/year, by age, October 2014
                                                                                                                                      • Figure 87: Activities done with family out-of-home in past month/year, by area, October 2014
                                                                                                                                      • Figure 88: Interest in out-of-home activities, by gender, October 2014
                                                                                                                                      • Figure 89: Interest in out-of-home activities, by age, October 2014
                                                                                                                                      • Figure 90: Interest in out-of-home activities, by area, October 2014
                                                                                                                                      • Figure 91: Interest in out-of-home activities, by household income, October 2014
                                                                                                                                      • Figure 92: Interest in out-of-home activities, October 2014
                                                                                                                                    • In-home activities
                                                                                                                                      • Figure 93: Activities done with family at/around home in past three months, by age, October 2014
                                                                                                                                      • Figure 94: Activities done with family at/around home in past three months, by area, October 2014
                                                                                                                                      • Figure 95: Activities done with family at/around home in past three months, by household income, October 2014
                                                                                                                                      • Figure 96: Activities done with family at/around home in past three months, October 2014
                                                                                                                                      • Figure 97: Interest in at/around home activities, by gender, October 2014
                                                                                                                                      • Figure 98: Interest in at/around home activities, by age, October 2014
                                                                                                                                      • Figure 99: Interest in at/around home activities, by area, October 2014
                                                                                                                                      • Figure 100: Interest in at/around home activities, by household income, October 2014
                                                                                                                                      • Figure 101: Interest in at/around home activities, October 2014
                                                                                                                                    • Family time, kids’ influence, mobile devices
                                                                                                                                      • Figure 102: Family time, kids’ influence, mobile devices, by gender, October 2014
                                                                                                                                      • Figure 103: Family time, kids’ influence, mobile devices, by age, October 2014
                                                                                                                                      • Figure 104: Family time, kids’ influence, mobile devices, by generation, October 2014
                                                                                                                                      • Figure 105: Family time, kids’ influence, mobile devices, by area, October 2014
                                                                                                                                      • Figure 106: Family time, kids’ influence, mobile devices, by household income, October 2014
                                                                                                                                      • Figure 107: Family time, kids’ influence, mobile devices, by kids’ ages, October 2014
                                                                                                                                    • Attitudes toward family leisure time
                                                                                                                                      • Figure 108: Attitudes toward family leisure time, October 2014
                                                                                                                                      • Figure 109: Attitudes toward family leisure time – Any agree, by gender, October 2014
                                                                                                                                      • Figure 110: Attitudes toward family leisure time – Any agree, by age, October 2014
                                                                                                                                      • Figure 111: Attitudes toward family leisure time – Any agree, by generation, October 2014
                                                                                                                                      • Figure 112: Attitudes toward family leisure time – Any agree, by race/Hispanic origin, October 2014
                                                                                                                                      • Figure 113: Attitudes toward family leisure time – Any agree, by area, October 2014
                                                                                                                                      • Figure 114: Attitudes toward family leisure time – Any agree, by household income, October 2014
                                                                                                                                      • Figure 115: Attitudes toward family leisure time – Any agree, by employment status, October 2014
                                                                                                                                      • Figure 116: Attitudes toward family leisure time – Any agree, by gender and generation, October 2014
                                                                                                                                      • Figure 117: Attitudes toward family leisure time – Any agree, by kids’ ages, October 2014
                                                                                                                                    • Sources for learning about new family leisure activities
                                                                                                                                      • Figure 118: Sources for learning about new activities, by age, October 2014
                                                                                                                                      • Figure 119: Sources for learning about new activities, by area, October 2014
                                                                                                                                      • Figure 120: Sources for learning about new activities, by household income, October 2014
                                                                                                                                      • Figure 121: Sources for learning about new activities, by gender and generation, October 2014
                                                                                                                                      • Figure 122: Sources for learning about new activities, by kids’ ages, October 2014
                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                    Companies Covered

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

                                                                                                                                    Family Leisure Trends - US - January 2015

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