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Family Leisure Trends - US - March 2011

In this report Mintel explores how families in the U.S. spend their leisure time and what is important to families when they have time together. Mintel’s exclusive consumer research examines whether families are spending more or less time together this year compared to last year, and why; what activities families are engaging in both inside and outside of the home; and how circumstances like divorce and education impact family time and what families choose to do together. This report will closely examine:

  • Family demographics and its effect on family leisure time
  • What is driving changes in family leisure time and activities
  • New initiatives in terms of product development, advertising and other marketing that seek to enhance family leisure time
  • Changes in family free time compared to last year
  • Reasons why families are spending more or less time together
  • Individual’s attitudes toward spending time with family and family responsibilities
  • How teenagers feel about family life and leisure activities
  • Activities that families are engaging in more and less often compared to last year
  • Changes in family eating and cooking habits
  • Electronic and leisure product ownership and engagement

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Table of contents

  1. Scope and Themes

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

                      • Recession continues to affect families’ priorities and spending habits
                        • Flexible work hours lead to more family time
                          • Families enjoy spending time at home together
                            • Changes in makeup of family impact family leisure time
                              • Teens less satisfied with family dynamic now compared to two years ago
                                • How race and Hispanic origin impact family leisure
                                • Insights and Opportunities

                                  • All the world’s an office
                                    • Digitally connected families redefine family time
                                      • Modern families outpace traditional families
                                        • Childhood obesity impacting family activities
                                        • Inspire Insight

                                            • Trend: Switch Off
                                            • Market Size and Forecast

                                              • Key points
                                                • Annual family entertainment expenditures
                                                  • Figure 1: U.S. average annual entertainment expenditures and forecast, by consumer units with children, at current prices, 2005-15
                                                  • Figure 2: U.S. average annual entertainment expenditures and forecast, by consumer units with children, at inflation-adjusted prices, 2005-15
                                                • Fan-chart forecast
                                                    • Figure 3: Fan chart forecast of U.S. average annual entertainment expenditures, by consumer units with children, at current prices, 2005-15
                                                  • Audio and visual equipment and services account for about half of total leisure spend
                                                    • Figure 4: U.S. average audio and visual equipment and services expenditures and forecast, by consumer units with children, at current prices, 2005-15
                                                  • Spending on fees and admissions declined only slightly during recession
                                                    • Figure 5: U.S. average annual fees and admissions expenditures and forecast, by consumer units with children, at current prices, 2005-15
                                                  • Spending on toys and hobbies gained more than 50% from 2008-09
                                                    • Figure 6: U.S. average toys and hobbies expenditures and forecast, by consumer units with children, at current prices, 2005-15
                                                  • Total sales of toys and games flat through recession; resumes moderate growth
                                                    • Figure 7: Total U.S. retail sales and forecast of toys and games at current prices, 2004-14
                                                    • Figure 8: Toys and games market segmentation, by value, 2009
                                                • Competitive Context

                                                  • Key points
                                                    • If it’s not leisure time, it’s work time
                                                      • Technology means less face time for families
                                                        • Many kids are too busy to spend time with family
                                                          • Down economy cutting into family leisure outside of the home
                                                          • Family Demographics

                                                            • Key points
                                                              • Presence of children in households has declined over the last decade …
                                                                • Figure 9: Households, by presence of children, 1999-2009
                                                              • … but the number of children is increasing
                                                                • Figure 10: U.S. Population by age, 2006-16
                                                              • Two thirds of households headed by a 35-39 year old have children
                                                                • Figure 11: Households with children, by age of householder, 2009
                                                              • Hispanic households most likely to have children, followed by Asian households
                                                                • Figure 12: Households with children, by race and Hispanic origin of householder, 2009
                                                              • Blacks more likely to have older children, Asians more likely to have younger children
                                                                • Figure 13: Households, by race of householder and presence and ages of children, 2009
                                                              • Hispanic households most likely to have children of any age
                                                                • Figure 14: Hispanic households, by presence and ages of children, 2009
                                                                • Figure 15: U.S. Hispanic population, by age, 2005-15
                                                              • Two-person households are the most common
                                                                • Figure 16: Households, by size, 2009
                                                              • Asian households most likely to be headed by married couple, black households most likely to be led by female householder
                                                                • Figure 17: Household type, by race and Hispanic origin of householder, 2009
                                                              • Asians and whites over index for median household income, blacks and Hispanics under index
                                                                • Figure 18: Median household income by race and Hispanic origin of householder, 2009
                                                                • Figure 19: Median household income in inflation-adjusted dollars, 1999-2009
                                                              • Women’s participation in the labor force increases while men’s declines
                                                                • Figure 20: Civilian labor force participation rates by gender, 1950-2005 and projected 2010-50
                                                            • Market Drivers

                                                              • Key points
                                                                • Consumers still cautious in down economy
                                                                  • Figure 21: University of Michigan Consumer Sentiment index, quarterly average, 2004-10
                                                                  • Figure 22: Employment status of parents with their own children younger than 18, 2008-09
                                                                  • Figure 23: Unemployment rate, 2004-10
                                                                • The traditional family morphs into the modern family
                                                                  • Childhood obesity drives interest in healthier living
                                                                      • Figure 24: Prevalence of obesity among children and adolescents, 2-19 years, for selected years 1971-2008
                                                                    • Technology permeates family life
                                                                      • Figure 25: Technology ownership, by family configuration, Dec. 2007-Jan. 2008
                                                                      • Figure 26: Cell phone ownership among teens, by age, 2004-09
                                                                  • Innovations and Innovators

                                                                    • Wii Party Games make screen time family time
                                                                      • Hasbro family game night leverages down economy to encourage families to enjoy a night in
                                                                        • Family camp is way for families to vacation “far from the hustle and responsibilities”
                                                                          • IHOP offers “kids eat free” days and expands brand through express dining
                                                                            • Family Time Fun dinner games make dinner less stressful
                                                                              • Kids’ cooking shows grow in popularity
                                                                              • Marketing Strategies

                                                                                • Overview of the brand landscape
                                                                                  • Brand analysis: Stouffer’s
                                                                                    • Overview
                                                                                      • Stouffer’s online
                                                                                        • Stouffer’s TV commercial
                                                                                          • Figure 27: Stouffer’s, television ad, 2010
                                                                                        • Brand analysis: Hasbro
                                                                                          • Overview
                                                                                            • Hasbro online
                                                                                              • Hasbro TV commercial
                                                                                                • Figure 28: Hasbro Monopoly, television ad, 2010
                                                                                              • Brand analysis: Sony PlayStation Move
                                                                                                • Overview
                                                                                                  • PlayStation Move online
                                                                                                    • PlayStation TV commercial
                                                                                                      • Figure 29: Sony PlayStation, television ad, 2010
                                                                                                    • Brand analysis: Nabisco Oreo Cookies
                                                                                                      • Overview
                                                                                                        • Nabisco Oreo Cookies online
                                                                                                          • Nabisco Oreo Cookies commercial
                                                                                                            • Figure 30: Nabisco Oreo Cookie, television ad, 2010
                                                                                                        • Change in Amount of Family Leisure Time

                                                                                                          • Key points
                                                                                                            • Amount of hours families spend together each week depends heavily on parent’s circumstances
                                                                                                                • Figure 31: Weekly average hours of family leisure time, by gender, age, household income, marital/relationship status, Nov. 2010
                                                                                                                • Figure 32: Weekly average hours of family leisure time, by education, employment, number of children in household, Nov. 2010
                                                                                                              • Those earning less than $50K are most likely to be spending more time with family
                                                                                                                • Figure 33: Changes in family free time compared to last year, by household income, Nov. 2010
                                                                                                              • Unmarried and cohabitating individuals report high instances of increased family time
                                                                                                                • Figure 34: Changes in family free time compared to last year, by marital/relationship status, Nov. 2010
                                                                                                              • Self-employed respondents most likely to be spending more time with family
                                                                                                                • Figure 35: Changes in family free time compared to last year, by employment status, Nov. 2010
                                                                                                              • Larger families finding more time to spend together
                                                                                                                • Figure 36: Changes in family free time compared to last year, by number of children in household, Nov. 2010
                                                                                                            • Reasons for Spending More Time with Family

                                                                                                              • Key points
                                                                                                                • Families make spending time together a priority
                                                                                                                  • Figure 37: Reasons for spending more time together, Nov. 2010
                                                                                                                • Respondents are spending less time working, making time for family
                                                                                                                  • Figure 38: Reasons for spending more time together, by age, Nov. 2010
                                                                                                                • Flexible work hours key to more family time among those with higher education and income
                                                                                                                  • Figure 39: Reasons for spending more time together, by household income, Nov. 2010
                                                                                                                  • Figure 40: Reasons for spending more time together, by education, Nov. 2010
                                                                                                                • Unmarried respondents report less time spent working as significant reason for more family time
                                                                                                                  • Figure 41: Reasons for spending more time together, by marital status, Nov. 2010
                                                                                                                • Non-working respondents least likely to say they have made spending time with family a priority
                                                                                                                  • Figure 42: Reasons for spending more time together, by employment status, Nov. 2010
                                                                                                              • Reasons for Spending Less Time with Family

                                                                                                                • Key points
                                                                                                                  • More time working is primary reason for less family time
                                                                                                                    • Figure 43: Reasons for spending less time together, by age, Nov. 2010
                                                                                                                  • Half of those earning $50K+ report working more as reason for spending less time with family
                                                                                                                    • Figure 44: Reasons for spending less time together, by household income, Nov. 2010
                                                                                                                  • Larger households more likely to say kids’ afterschool activities eat into family time
                                                                                                                    • Figure 45: Reasons for spending less time together, by number of children in household, Nov. 2010
                                                                                                                • Attitudes Toward Family Time

                                                                                                                  • Key points
                                                                                                                    • Families enjoy spending time at home together
                                                                                                                      • Figure 46: Attitudes toward spending time with family, Nov. 2010
                                                                                                                    • Four in 10 dads don’t spend as much time with family as they would like
                                                                                                                      • Figure 47: Attitudes toward spending time with family, by gender, Nov. 2010
                                                                                                                    • Video games are economic equalizer
                                                                                                                      • Figure 48: Attitudes toward spending time with family, by household income, Nov. 2010
                                                                                                                    • Separated, divorced, or widowed respondents feel kids are too busy to spend time with them
                                                                                                                      • Figure 49: Attitudes toward spending time with family, by marital/relationship status, Nov. 2010
                                                                                                                    • Unmarried parents less satisfied with family time
                                                                                                                      • Figure 50: Attitudes toward spending time with family, by marital status/presence of children, July 2009-Sept. 2010
                                                                                                                    • Full-time workers most likely to feel they don’t spend as much time with family as would like
                                                                                                                      • Figure 51: Attitudes toward spending time with family, by employment status, Nov. 2010
                                                                                                                    • Larger households most likely to have volunteered together
                                                                                                                      • Figure 52: Attitudes toward spending time with family, by number of children in household, Nov. 2010
                                                                                                                    • Showing love is primary reason parents feel spending time with kids is important
                                                                                                                      • Figure 53: Ranked importance of reasons for spending time with family, Nov. 2010
                                                                                                                      • Figure 54: Ranked importance of good self-esteem as a reason for spending time with family, by gender, Nov. 2010
                                                                                                                    • Majority of kids aged 6-11 remain happy to spend time with family
                                                                                                                      • Figure 55: Kids’ feelings toward spending time with family, May 2005-June 2010
                                                                                                                  • Teen Attitudes Toward Family Time

                                                                                                                    • Key points
                                                                                                                      • Teens less satisfied with family dynamic now compared to two years ago
                                                                                                                        • Figure 56: Teen attitudes toward family, May 2005-June 2010
                                                                                                                      • Teens show less interest in sports, more interest in independent pursuits
                                                                                                                        • Figure 57: Teen attitudes toward sports and leisure, May 2005-June 2010
                                                                                                                      • Teens from households earning $25K-49.9K least likely to say family gets along
                                                                                                                        • Figure 58: Teen attitudes toward family, by household income, April 2009-June 2010
                                                                                                                      • Teens from larger households show slightly less interest in electronics
                                                                                                                        • Figure 59: Teen attitudes toward sports and leisure, by household size, April 2009-June 2010
                                                                                                                      • Teens go to movies with friends much more often than with parents
                                                                                                                        • Figure 60: Teens past six month movie attendance and companionship, by gender, April 2009-June 2010
                                                                                                                      • Asian teens least likely to see movies with parents
                                                                                                                        • Figure 61: Teens past six month movie attendance and companionship, by race/Hispanic origin, April 2009-June 2010
                                                                                                                    • Leisure Time: Staying In and Going Out

                                                                                                                      • Key points
                                                                                                                        • Going out activities that cost money, like seeing a movie, families report doing less
                                                                                                                          • Figure 62: Changes in family activities compared to last year, Nov. 2010
                                                                                                                        • Families say they are watching movies at home more and cooking more
                                                                                                                          • Figure 63: Changes in at-home family activities compared to last year, Nov. 2010
                                                                                                                        • Across demographics, families playing outside together more
                                                                                                                          • Figure 64: Changes in family playing outside together, by gender, age, household income, marital/relationship status, Nov. 2010
                                                                                                                          • Figure 65: Changes in family playing outside together, by education, employment, number of children in household, race/Hispanic origin, Nov. 2010
                                                                                                                        • Married respondents with kids more likely to go to museums, zoos, and aquariums
                                                                                                                          • Figure 66: Leisure activities in the last 12 months, by marital status/presence of children, July 2009-Sept. 2010
                                                                                                                        • Unmarried parents least likely to have traveled domestically in last 12 months
                                                                                                                          • Figure 67: Travel/vacation habits, by marital status/presence of children, July 2009-Sept. 2010
                                                                                                                        • As respondents age, so does likelihood of owning family leisure products
                                                                                                                          • Figure 68: Outdoor/indoor leisure product household ownership, by age, Nov. 2010
                                                                                                                      • Leisure Time: Dining

                                                                                                                        • Key points
                                                                                                                          • Across demographics, many families cooking together more
                                                                                                                              • Figure 69: Changes in family eating/cooking habits compared to last year, by gender, age, household income, marital/relationship status, Nov. 2010
                                                                                                                              • Figure 70: Changes in family eating/cooking habits compared to last year, by employment, number of children in household, race/Hispanic origin, Nov. 2010
                                                                                                                            • Fewer kids say families are eating at family-style restaurants compared to last two years
                                                                                                                              • Figure 71: Kids’ fast food and family restaurant visitation, May 2005-June 2010
                                                                                                                              • Figure 72: Kids’ companionship to restaurants, by meal occasion, April 2009-June 2010
                                                                                                                          • Leisure Time: Technology and Electronics

                                                                                                                            • Key points
                                                                                                                              • Video game consoles not just for the young
                                                                                                                                • Figure 73: Electronic and leisure activity product household ownership, by age, Nov. 2010
                                                                                                                              • Affluent most likely to have high-end electronics
                                                                                                                                • Figure 74: Electronic and leisure activity product household ownership, by household income, Nov. 2010
                                                                                                                              • Married respondents prefer Nintendo Wii over other game consoles
                                                                                                                                • Figure 75: Video game ownership/play and systems, by marital status/presence of children, July 2009-Sept. 2010
                                                                                                                              • Married parents differ in video game preferences compared to unmarried parents
                                                                                                                                • Figure 76: Types of video games played in the last six months, by marital status/presence of children, July 2009-Sept. 2010
                                                                                                                              • Moms and dads more likely to play video games with kids compared to last year
                                                                                                                                • Figure 77: Kids’ video game ownership/play and who they play with, April 2007-June 2010
                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                              • Key points
                                                                                                                                • Black families spend least amount of time together each week
                                                                                                                                  • Figure 78: Weekly average hours of family leisure time, by race/Hispanic origin, Nov. 2010
                                                                                                                                • White families least likely to be spending more time together this year compared to last year
                                                                                                                                  • Figure 79: Changes in family free time compared to last year, by race/Hispanic origin, Nov. 2010
                                                                                                                                • Hispanic families most likely to make spending time with family a priority
                                                                                                                                  • Figure 80: Reasons for spending more time together, by race/Hispanic origin, Nov. 2010
                                                                                                                                • Asians are most likely to agree that electronics are inhibiting their family’s face to face communication
                                                                                                                                  • Figure 81: Attitudes toward spending time with family, by race/Hispanic origin, Nov. 2010
                                                                                                                                  • Figure 82: Electronic and leisure activity product household ownership, by race/Hispanic origin, Nov. 2010
                                                                                                                                • Items that represent “American Dream” more important to white families
                                                                                                                                  • Figure 83: Outdoor/indoor leisure product household ownership, by race/Hispanic origin, Nov. 2010
                                                                                                                              • Cluster Analysis

                                                                                                                                  • American Dreams
                                                                                                                                    • Demographics
                                                                                                                                      • Characteristics
                                                                                                                                        • Opportunities
                                                                                                                                          • TV and Me
                                                                                                                                            • Demographics
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunities
                                                                                                                                                  • Time-honored Traditions
                                                                                                                                                    • Demographics
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunities
                                                                                                                                                          • Cluster characteristics
                                                                                                                                                            • Figure 84: Family leisure clusters, Nov. 2010
                                                                                                                                                            • Figure 85: Weekly average hours of family leisure time, by family leisure clusters, Nov. 2010
                                                                                                                                                            • Figure 86: Changes in family free time compared to last year, by family leisure clusters, Nov. 2010
                                                                                                                                                            • Figure 87: Attitudes toward spending time with family, by family leisure clusters, Nov. 2010
                                                                                                                                                            • Figure 88: Electronic and leisure activity product household ownership, by family leisure clusters, Nov. 2010
                                                                                                                                                            • Figure 89: Outdoor/indoor leisure product household ownership, by family leisure clusters, Nov. 2010
                                                                                                                                                          • Cluster demographics
                                                                                                                                                            • Figure 90: Family leisure clusters, by gender, Nov. 2010
                                                                                                                                                            • Figure 91: Family leisure clusters, by age, Nov. 2010
                                                                                                                                                            • Figure 92: Family leisure clusters, by household income, Nov. 2010
                                                                                                                                                            • Figure 93: Family leisure clusters, by race, Nov. 2010
                                                                                                                                                          • Cluster methodology
                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                              • Figure 94: Respondent demographics, by gender, age, household income, marital/relationship status, Nov. 2010
                                                                                                                                                              • Figure 95: Respondent demographics, by education, employment, race/Hispanic origin, Nov. 2010
                                                                                                                                                              • Figure 96: Changes in family free time compared to last year, by age, Nov. 2010
                                                                                                                                                              • Figure 97: Reasons for spending more time together, by number of children in household, Nov. 2010
                                                                                                                                                              • Figure 98: Attitudes toward spending time with family, by age, Nov. 2010
                                                                                                                                                              • Figure 99: Attitudes toward spending time with family, by education, Nov. 2010
                                                                                                                                                              • Figure 100: Teens’ past four weeks shopping mall visit and companionship, May 2005-June 2010
                                                                                                                                                              • Figure 101: Teens’ last 12 months theme park visit and companionship May 2005-June 2010
                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • American Hotel & Lodging Association (AH&LA)
                                                                                                                                                            • Domino's Pizza LLB
                                                                                                                                                            • Entertainment Merchants Association
                                                                                                                                                            • International Association of Amusement Parks and Attractions
                                                                                                                                                            • Motion Picture Association of America
                                                                                                                                                            • National Association of Theater Owners (NATO)
                                                                                                                                                            • National Cable Television Association (NCTA)
                                                                                                                                                            • National Council of Chain Restaurants (NCCR)
                                                                                                                                                            • National Restaurant Association (NRA)
                                                                                                                                                            • National Retail Federation (NRF)
                                                                                                                                                            • Netflix, Inc.
                                                                                                                                                            • Research In Motion (USA)
                                                                                                                                                            • Sony Corporation of America
                                                                                                                                                            • The National Cable and Telecommunications Association
                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                            Family Leisure Trends - US - March 2011

                                                                                                                                                            £2,684.63 (Excl.Tax)