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Impact of Technology on Out-of-Home Leisure - UK - November 2009

  • More than a quarter of consumers already use mobile internet to look up travel information while they’re out, highlighting the huge potential of mobile phones as a leisure research tool once the technology catches up with demand.
  • Consumers are much more willing to leave making leisure plans until the last minute because of mobile technology. A quarter say they often ‘chop and change plans at the last minute’, with around a fifth saying they plan less in advance.
  • Women are more likely than men to use the web to research potential new leisure venues and receive updates and special offers by email or text, despite men being generally more enthusiastic about technology.
  • Four in ten respondents are confused by the wealth of information available online, saying that it makes it complicated to choose where to go. Surprisingly, perhaps, it net-savvy under-25s who are most likely to feel this way.
  • The idea of using new technology in leisure venues, such as mobile payments and electronic menus, is met with overwhelming scepticism by the half of consumers who feel that mobile payments wouldn’t be secure and the two thirds who would be wary if they couldn’t get a physical copy of a receipt.
  • On the positive side, a quarter of consumers are not only interested in using new technology in venues, but prepared to pay extra for the privilege, if it improves the experience for them.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Social networking in the real world
              • Acting on impulse
                • One is never enough
                • Market in Brief

                  • Internet and mobile technology changing the face of leisure
                    • Information at your fingertips
                      • Waking up to the mobile web
                        • Mobiles taking over
                          • Women on the web
                            • Venues introduce new technology…
                              • …but are consumers ready?
                              • Internal Market Environment

                                • Key points
                                  • Leisure habits
                                    • Does Britain have time for leisure?
                                      • Figure 1: Perceptions of available leisure time, May 2008
                                    • Do they make the most of it?
                                      • Figure 2: Weekly leisure habits, by gender, age and socio-economic group, February 2009
                                    • Conflicting influences
                                      • Figure 3: Attitudes towards the work/leisure balance, May 2008
                                    • Sport top of the leisure agenda (in theory)
                                      • Figure 4: Activities consumers would do if they had more leisure time, May 2008
                                    • Technology filling up the ‘third space’ between work and leisure
                                      • Figure 5: Activities done during commute, by perceptions of available leisure time, May 2008
                                    • Technology trends
                                      • Britain online
                                        • Figure 6: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2002-09
                                      • Logging on to be sociable
                                        • Figure 7: Types of activity undertaken on the internet in the last three months, October 2008-July 2009
                                      • Get smart
                                        • Figure 8: Device ownership summary, October 2008-July 2009
                                      • Browsing out and about
                                        • Figure 9: Any usage of the mobile web in the last three months, by gender, age and socio-economic group, July 2009
                                      • Traditional activities still dominate
                                        • Figure 10: Sites visited in the last three months using a mobile phone, July 2009
                                    • Broader Market Environment

                                      • Key points
                                        • Ageing population presents a challenge
                                          • Figure 11: Trends in the age structure of the UK population, by gender, 2004-14
                                        • Early adoption declines later in life
                                          • Figure 12: Type of technology buyer, by age, June 2007
                                        • Office culture breeds familiarity with technology
                                          • Figure 13: Forecast adult population trends, by socio-economic group, 2004-14
                                        • Recession persists
                                          • Figure 14: GDP quarterly percentage change, 2004-09
                                        • Feeling the pinch
                                          • Figure 15: Trends in current feelings about household income, 2006-09
                                          • Figure 16: Weekday leisure activities compared to a year ago, February 2009
                                      • Who’s Innovating?

                                        • Key points
                                          • Organisation and planning
                                            • Entertainment on the go
                                              • Technology in leisure venues – adding value and convenience
                                                • Targeting opportunities open up
                                                  • Other innovations
                                                  • Consumers’ Leisure Habits

                                                    • Key points
                                                      • Simple pleasures
                                                        • Figure 17: Frequency of doing out-of-home leisure activities, August 2009
                                                      • Understanding leisure targets
                                                        • Figure 18: Key targets for out-of-home leisure markets, August 2009
                                                    • Planning Out-of-home Leisure Activities

                                                      • Key points
                                                        • Grapevine still going strong
                                                          • Figure 19: Sources of information used for planning out-of-home leisure activities, August 2009
                                                        • The old-fashioned approach still holds sway for some
                                                          • Sources for courses
                                                          • The Impact Of The Internet

                                                            • Key points
                                                              • Where do I go, how do I get there and how much will it cost?
                                                                • Figure 20: Attitudes towards on using the internet to plan out-of-home leisure activities, August 2009
                                                              • Women – won over on the web?
                                                                • Families and office workers up for offers
                                                                  • Under 25 and under the influence
                                                                    • Web-reliant consumers
                                                                      • Information online and in hand
                                                                      • Do Consumers Rely On Technology On The Move?

                                                                        • Key points
                                                                          • Mobiles steadily usurping other devices
                                                                            • Figure 21: Items taken on out-of-home leisure activities, August 2009
                                                                          • Connected and conflicted
                                                                            • Figure 22: Attitudes towards using portable technology, August 2009
                                                                          • Women married to their mobiles
                                                                            • Family-friendly portable technology
                                                                              • Music to the ears
                                                                              • Attitudes Towards New Technology in Leisure Venues

                                                                                • Key points
                                                                                  • A techno-sceptic society
                                                                                    • Figure 23: Attitudes towards new technology in leisure venues, August 2009
                                                                                  • Potential even amongst the sceptics
                                                                                    • Prepared to pay
                                                                                      • Special offers and new technology – a dual incentive
                                                                                      • Appendix – Internal Market Environment

                                                                                          • Figure 24: Time spent on work, leisure and other tasks on the average weekday, 2002-09
                                                                                      • Appendix – Consumers’ Leisure Habits

                                                                                        • Done in the last 12 months – demographics
                                                                                          • Figure 25: Most popular out-of-home leisure activities done regularly/occasionally, by demographics, August 2009
                                                                                          • Figure 26: Next most popular out-of-home leisure activities done regularly/occasionally, by demographics, August 2009
                                                                                          • Figure 27: Other out-of-home leisure activities done regularly/occasionally, by demographics, August 2009
                                                                                        • Do regularly – demographics
                                                                                          • Figure 28: Most popular out-of-home leisure activities done regularly, by demographics, August 2009
                                                                                          • Figure 29: Next most popular out-of-home leisure activities done regularly, by demographics, August 2009
                                                                                        • Do occasionally – demographics
                                                                                          • Figure 30: Most popular out-of-home leisure activities done occasionally, by demographics, August 2009
                                                                                          • Figure 31: Next most popular out-of-home leisure activities done occasionally, by demographics, August 2009
                                                                                          • Figure 32: Other out-of-home leisure activities done occasionally, by demographics, August 2009
                                                                                      • Appendix – Planning Out-of-home Leisure Activities

                                                                                        • Sources used to plan activities – demographics
                                                                                          • Figure 33: Most popular sources of information used for planning out-of-home leisure activities, by demographics, August 2009
                                                                                          • Figure 34: Next most popular sources of information used for planning out-of-home leisure activities, by demographics, August 2009
                                                                                        • Sources used to plan activities, by activities done regularly/occasionally
                                                                                          • Figure 35: Sources of information used for planning out-of-home leisure activities, by most popular outofhome leisure activities done regularly/occasionally, August 2009
                                                                                          • Figure 36: Sources of information used for planning out-of-home leisure activities, by next most popular outof-home leisure activities done regularly/occasionally, August 2009
                                                                                          • Figure 37: Sources of information used for planning out-of-home leisure activities, by other out-of-home leisure activities done regularly/occasionally, August 2009
                                                                                        • Sources used to plan activities, by activities done regularly
                                                                                          • Figure 38: Sources of information used for planning out-of-home leisure activities, by most popular outofhome leisure activities done regularly, August 2009
                                                                                          • Figure 39: Sources of information used for planning out-of-home leisure activities, by next most popular outof-home leisure activities done regularly, August 2009
                                                                                        • Sources used to plan activities, by activities done occasionally
                                                                                          • Figure 40: Sources of information used for planning out-of-home leisure activities, by most popular outofhome leisure activities done occasionally, August 2009
                                                                                          • Figure 41: Sources of information used for planning out-of-home leisure activities, by next most popular out-of-home leisure activities done occasionally, August 2009
                                                                                          • Figure 42: Sources of information used for planning out-of-home leisure activities, by other out-of-home leisure activities done occasionally, August 2009
                                                                                        • Combinations of sources used
                                                                                          • Figure 43: Sources of information used, by most popular sources of information used, August 2009
                                                                                          • Figure 44: Sources of information used, by next most popular sources of information used, August 2009
                                                                                      • Appendix – The Impact of the Internet

                                                                                        • Attitudes towards the internet – demographics
                                                                                          • Figure 45: Most popular attitudes towards using the internet to plan out-of-home leisure activities, by demographics, August 2009
                                                                                          • Figure 46: Next most popular attitudes towards using the internet to plan out-of-home leisure activities, by demographics, August 2009
                                                                                        • Activities done, by attitudes towards the internet
                                                                                          • Regular/occasional
                                                                                            • Figure 47: Out-of-home leisure activities done regularly/occasionally, by most popular attitudes towards using the internet to plan out-of-home leisure activities, August 2009
                                                                                            • Figure 48: Out-of-home leisure activities done regularly/occasionally, by next most popular attitudes towards using the internet to plan out-of-home leisure activities, August 2009
                                                                                          • Regular
                                                                                            • Figure 49: Out-of-home leisure activities done regularly, by most popular attitudes towards using the internet to plan out-of-home leisure activities, August 2009
                                                                                            • Figure 50: Out-of-home leisure activities done regularly, by next most popular attitudes towards using the internet to plan out-of-home leisure activities, August 2009
                                                                                          • Occasional
                                                                                            • Figure 51: Out-of-home leisure activities done occasionally, by most popular attitudes towards using the internet to plan out-of-home leisure activities, August 2009
                                                                                            • Figure 52: Out-of-home leisure activities done occasionally, by next most popular attitudes towards using the internet to plan out-of-home leisure activities, August 2009
                                                                                          • Combinations of attitudes towards the internet
                                                                                            • Figure 53: Attitudes towards the internet, by most popular attitudes towards the internet, August 2009
                                                                                            • Figure 54: Attitudes towards the internet, by next most popular attitudes towards the internet, August 2009
                                                                                          • Sources used, by attitudes towards the internet
                                                                                            • Figure 55: Sources of information used, by most popular attitudes towards the internet, August 2009
                                                                                            • Figure 56: Sources of information used, by next most popular attitudes towards the internet, August 2009
                                                                                        • Appendix – Do Consumers Rely On Technology On The Move?

                                                                                          • Ever take – demographics
                                                                                            • Figure 57: Most popular items taken on out-of-home leisure activities (take often/take sometimes), by demographics, August 2009
                                                                                            • Figure 58: Next most popular items taken on out-of-home leisure activities (take often/take sometimes), by demographics, August 2009
                                                                                          • Take often – demographics
                                                                                            • Figure 59: Items taken on out-of-home leisure activities (take often), by demographics, August 2009
                                                                                          • Take sometimes – demographics
                                                                                            • Figure 60: Most popular items taken on out-of-home leisure activities (take sometimes), by demographics, August 2009
                                                                                            • Figure 61: Next most popular items taken on out-of-home leisure activities (take sometimes), by demographics, August 2009
                                                                                          • Items taken, by activities done
                                                                                            • Regular/occasional
                                                                                              • Figure 62: Items taken on out-of-home leisure activities (take often/take sometimes), by most popular out-of-home leisure activities done regularly/occasionally, August 2009
                                                                                              • Figure 63: Items taken on out-of-home leisure activities (take often/take sometimes), by next most popular out-of-home leisure activities done regularly/occasionally, August 2009
                                                                                              • Figure 64: Items taken on out-of-home leisure activities (take often/take sometimes), by other out-of-home leisure activities done regularly/occasionally, August 2009
                                                                                            • Regular
                                                                                              • Figure 65: Items taken on out-of-home leisure activities (take often/take sometimes), by most popular out-of-home leisure activities done regularly, August 2009
                                                                                              • Figure 66: Items taken on out-of-home leisure activities (take often/take sometimes), by next most popular out-of-home leisure activities done regularly, August 2009
                                                                                            • Occasional
                                                                                              • Figure 67: Items taken on out-of-home leisure activities (take often/take sometimes), by most popular out-of-home leisure activities done occasionally, August 2009
                                                                                              • Figure 68: Items taken on out-of-home leisure activities (take often/take sometimes), by next most popular out-of-home leisure activities done occasionally, August 2009
                                                                                              • Figure 69: Items taken on out-of-home leisure activities (take often/take sometimes), by other out-of-home leisure activities done occasionally, August 2009
                                                                                            • Combinations of items taken
                                                                                              • Figure 70: Items taken out of home, by most popular items taken out of home, August 2009
                                                                                              • Figure 71: Items taken out of home, by next most popular items taken out of home, August 2009
                                                                                            • Attitudes towards portable technology – demographics
                                                                                              • Figure 72: Most popular attitudes towards using portable technology, by demographics, August 2009
                                                                                              • Figure 73: Next most popular attitudes towards using portable technology, by demographics, August 2009
                                                                                            • Activities done, by attitudes towards portable technology
                                                                                              • Regular/occasional
                                                                                                • Figure 74: Out-of-home leisure activities done regularly/occasionally, by most popular attitudes towards using portable technology, August 2009
                                                                                                • Figure 75: Out-of-home leisure activities done regularly/occasionally, by next most popular attitudes towards using portable technology, August 2009
                                                                                              • Regular
                                                                                                • Figure 76: Out-of-home leisure activities done regularly, by most popular attitudes towards using portable technology, August 2009
                                                                                                • Figure 77: Out-of-home leisure activities done regularly, by next most popular attitudes towards using portable technology, August 2009
                                                                                              • Occasional
                                                                                                • Figure 78: Out-of-home leisure activities done occasionally, by most popular attitudes towards using portable technology, August 2009
                                                                                                • Figure 79: Out-of-home leisure activities done occasionally, by next most popular attitudes towards using portable technology, August 2009
                                                                                              • Combinations of attitudes towards portable technology
                                                                                                • Figure 80: Attitudes towards portable technology, by most popular attitudes towards portable technology, August 2009
                                                                                                • Figure 81: Attitudes towards portable technology, by next most popular attitudes towards portable technology, August 2009
                                                                                              • Items taken, by attitudes towards the internet
                                                                                                • Figure 82: Items taken on out-of-home leisure activities (take often/take sometimes), by most popular attitudes towards using the internet to plan out-of-home leisure activities, August 2009
                                                                                                • Figure 83: Items taken on out-of-home leisure activities (take often/take sometimes), by next most popular attitudes towards using the internet to plan out-of-home leisure activities, August 2009
                                                                                              • Attitudes towards portable technology, by items taken
                                                                                                • Figure 84: Attitudes towards using portable technology, by most popular items taken on out-of-home leisure activities (take often/take sometimes), August 2009
                                                                                                • Figure 85: Attitudes towards using portable technology, by next most popular items taken on out-of-home leisure activities (take often/take sometimes), August 2009
                                                                                              • Sources used, by items taken
                                                                                                • Figure 86: Sources of information used, by most popular items taken out of home, August 2009
                                                                                                • Figure 87: Sources of information used, by next most popular items taken out of home, August 2009
                                                                                              • Attitudes towards the internet, by items taken
                                                                                                • Figure 88: Attitudes towards the internet, by most popular items taken out of home, August 2009
                                                                                                • Figure 89: Attitudes towards the internet, by next most popular items taken out of home, August 2009
                                                                                              • Sources used, by attitudes towards portable technology
                                                                                                • Figure 90: Sources of information used, by most popular attitudes towards portable technology, August 2009
                                                                                                • Figure 91: Sources of information used, by next most popular attitudes towards portable technology, August 2009
                                                                                              • Attitudes towards portable technology, by attitudes towards the internet
                                                                                                • Figure 92: Attitudes towards portable technology, by most popular attitudes towards the internet, August 2009
                                                                                                • Figure 93: Attitudes towards portable technology, by next most popular attitudes towards the internet, August 2009
                                                                                            • Appendix – Attitudes Towards New Technology in Leisure Venues

                                                                                              • Attitudes towards new technology – demographics
                                                                                                • Figure 94: Most popular attitudes towards new technology in leisure venues, by demographics, August 2009
                                                                                                • Figure 95: Next most popular attitudes towards new technology in leisure venues, by demographics, August 2009
                                                                                              • Attitudes towards new technology, by activities done
                                                                                                • Regular/occasional
                                                                                                  • Figure 96: Attitudes towards new technology in leisure venues, by most popular out-of-home leisure activities done regularly/occasionally, August 2009
                                                                                                  • Figure 97: Attitudes towards new technology in leisure venues, by next most popular out-of-home leisure activities done regularly/occasionally, August 2009
                                                                                                  • Figure 98: Attitudes towards new technology in leisure venues, by other out-of-home leisure activities done regularly/occasionally, August 2009
                                                                                                • Regular
                                                                                                  • Figure 99: Attitudes towards new technology in leisure venues, by most popular out-of-home leisure activities done regularly, August 2009
                                                                                                  • Figure 100: Attitudes towards new technology in leisure venues, by next most popular out-of-home leisure activities done regularly, August 2009
                                                                                                • Occasional
                                                                                                  • Figure 101: Attitudes towards new technology in leisure venues, by most popular out-of-home leisure activities done occasionally, August 2009
                                                                                                  • Figure 102: Attitudes towards new technology in leisure venues, by next most popular out-of-home leisure activities done occasionally, August 2009
                                                                                                  • Figure 103: Attitudes towards new technology in leisure venues, by other out-of-home leisure activities done occasionally, August 2009
                                                                                                • Combinations of attitudes towards new technology
                                                                                                  • Figure 104: Attitudes towards new technology in venues, by most popular attitudes towards new technology in venues, August 2009
                                                                                                  • Figure 105: Attitudes towards new technology in venues, by next most popular attitudes towards new technology in venues, August 2009
                                                                                                • Attitudes towards new technology, by items taken
                                                                                                  • Figure 106: Attitudes towards new technology in leisure venues, by most popular items taken on out-of-home leisure activities (take often/take sometimes), August 2009
                                                                                                  • Figure 107: Attitudes towards new technology in leisure venues, by next most popular items taken on out-of-home leisure activities (take often/take sometimes), August 2009
                                                                                                • Attitudes towards new technology in venues, by sources used
                                                                                                  • Figure 108: Attitudes towards new technology in venues, by most popular sources of information used, August 2009
                                                                                                  • Figure 109: Attitudes towards new technology in venues, by next most popular sources of information used, August 2009
                                                                                                • Attitudes towards new technology in venues, by attitudes towards the internet
                                                                                                  • Figure 110: Attitudes towards new technology in venues, by most popular attitudes towards the internet, August 2009
                                                                                                  • Figure 111: Attitudes towards new technology in venues, by next most popular attitudes towards the internet, August 2009
                                                                                                • Attitudes towards new technology in venues, by attitudes towards portable technology
                                                                                                  • Figure 112: Attitudes towards new technology in venues, by most popular attitudes towards portable technology, August 2009
                                                                                                  • Figure 113: Attitudes towards new technology in venues, by next most popular attitudes towards portable technology, August 2009

                                                                                              Companies Covered

                                                                                              • Academy Music Group Ltd
                                                                                              • Bebo Inc
                                                                                              • British Broadcasting Corporation (BBC)
                                                                                              • British Market Research Bureau (BMRB)
                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                              • BT Group plc
                                                                                              • Facebook, Inc.
                                                                                              • FriendsReunited
                                                                                              • Google UK
                                                                                              • Government Actuary's Department (GAD)
                                                                                              • Kelkoo S.A.
                                                                                              • LA Fitness PLC
                                                                                              • Microsoft Ltd (UK)
                                                                                              • MySpace.com
                                                                                              • Nintendo UK Entertainment Ltd
                                                                                              • Nokia Corporation (UK)
                                                                                              • Odeon Cinemas
                                                                                              • Office for National Statistics
                                                                                              • PriceRunner UK
                                                                                              • Research in Motion Uk Ltd.
                                                                                              • Selfridges Retail Ltd
                                                                                              • TomTom International B.V.
                                                                                              • Twitter, Inc.
                                                                                              • Virgin Radio
                                                                                              • Yahoo! UK & Ireland
                                                                                              • YouTube, Inc.

                                                                                              Impact of Technology on Out-of-Home Leisure - UK - November 2009

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