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Leisure Habits of Baby Boomers - UK - September 2015

"Baby Boomers are a diverse group thanks to the wider choices they had in lifestyle growing up compared with previous generations. Younger Boomers are often at the height of their career, while the oldest are beyond retirement which means financially they are a complex group; some struggling to keep up, while others are very comfortable and settled. In terms of their leisure time they split it between relaxing, spending time with family and doing activities that help keep their minds active – particularly those at the older end of the spectrum who have retired from work."
- Matt King, Head of Leisure, Tourism, Tech & Media Research

This report discusses the following key topics:

  • Baby Boomers have a diverse range of leisure needs
  • Providing good value for money is key to attracting Baby Boomers

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Table of contents

  1. Overview

    • What you need to know
      • Scope of the report
      • Executive Summary

        • Baby Boomers make up a quarter of the UK population
          • Figure 1: Composition of UK population by generational group, 2014
        • Over 20% of Baby Boomers have children living at home
          • Figure 2: Age of children living in the household by age group, June 2015
        • 27% of older Baby Boomers are still working
          • Figure 3: Working status by age group, June 2015
        • Younger Baby Boomers are struggling the most financially
          • Figure 4: Current financial situation by age group, June 2015
        • Over a quarter of Baby Boomers don’t exercise at all
          • Figure 5: Activity levels by age group, June 2015
        • Older Baby Boomers prefer to keep their minds active during leisure time
          • Figure 6: Preferred reason for spending time on leisure, June 2015
        • 37% of Baby Boomers would like to learn a new skill during their leisure time
          • Figure 7: Learning skills through leisure time, by age group, June 2015
      • Issues and Insights

        • Baby Boomers have a diverse range of leisure needs
          • The facts
            • The implications
              • Providing good value for money is key to attracting Baby Boomers
                • The facts
                  • The implications
                  • The Market – What You Need to Know

                    • The lifestages of Baby Boomers will affect how they spend their leisure time
                      • A quarter of Baby Boomers live alone
                        • 40% of all Baby Boomers are still in full- or part-time employment
                        • Who are the Baby Boomers?

                          • Baby Boomers represent the second largest generation in the UK
                            • Figure 8: Composition of UK population by generational group, 2014
                          • Baby Boomers are the most likely generation to live alone
                            • Figure 9: Who Baby Boomers live with, by age group, June 2015
                            • Figure 10: Single person households by age group, 2014
                          • Baby Boomers enjoy spending their leisure time with family
                            • Figure 11: Age of Baby Boomers children by age group, June 2015
                          • Baby Boomers are likely to be working beyond retirement age
                            • Figure 12: Working status by age group, June 2015
                          • Younger Baby Boomers feel the least healthy
                            • Figure 13: Self-selected health status by age group, June 2015
                        • Market Drivers

                          • 28% Baby Boomers hold senior or intermediate management jobs
                            • Figure 14: Job status by age group, June 2015
                          • Baby Boomers are very careful with their money
                            • Figure 15: Household income by age group, June 2015
                          • Younger Baby Boomers are under the most pressure financially
                            • Figure 16: Current financial situation by age group, June 2015
                          • Nearly one in six Baby Boomers has a smartphone
                            • Figure 17: Personal ownership of consumer technology products, June 2015
                          • Physical marketing collateral is more persuasive to Baby Boomers
                            • Figure 18: Baby Boomers attitudes towards marketing and advertising as influences, December 2014
                        • Market Innovation

                          • Festivals aren’t just for the young
                              • Figure 19: Attitudes towards music concerts and festivals, by age group, May 2014
                            • Curated content for the over-50s
                              • Over-50s cinema icons to bring Baby Boomers back to the cinema
                                • Figure 20: Percentage of consumers who have not visited the cinema in the last 12 months, by generation, August 2014
                            • The Consumer – What You Need to Know

                              • Despite health concerns Baby Boomers are less active than younger generations
                                • Older Baby Boomers are the keenest to keep their minds active
                                  • Over half of Baby Boomers spend their leisure time learning a skill, or would like to
                                  • Fitness Activities

                                    • Nearly one in three Baby Boomers doesn’t exercise at all
                                      • Figure 21: Activity levels by age group, June 2015
                                    • Half of Baby Boomers participate in in-home fitness activities
                                      • Figure 22: Participation in in-home or individual fitness activities in the last 12 months, by generation, December 2014
                                    • Baby Boomers are most concerned about the cost of health and fitness clubs
                                      • Figure 23: Perceptions of full-service health and fitness clubs by age group, May 2015
                                  • Leisure Participation

                                    • Baby Boomers participate less frequently than the UK population
                                      • Figure 24: Participation in leisure activities by baby boomers, June 2015
                                    • Craft activities are a popular pastime for Baby Boomers
                                      • Figure 25: Participation in sedentary leisure activities, June 2015
                                    • Single Baby Boomers are the least likely to go on day trips
                                      • Figure 26: Participation in semi-active leisure activities, by baby boomers, June 2015
                                    • Higher income Baby Boomers are more likely to participate in active pursuits
                                      • Figure 27: Participation in active leisure activities, by baby boomers, June 2015
                                  • Motivation for Taking Part in Leisure Activities

                                    • Older Baby Boomers want to keep their minds active
                                      • Figure 28: Preferred reason for spending time on leisure, June 2015
                                    • Baby Boomers with children at home prioritise family over relaxation
                                      • Figure 29: Preferred reason for spending time on leisure, by household composition, June 2015
                                  • Learning During Leisure Time

                                    • 37% of Baby Boomers would like to learn a skill during their leisure time
                                      • Figure 30: Learning skills through leisure time, by age group, June 2015
                                    • Other responsibilities keep Baby Boomers from trying out new hobbies
                                      • Figure 31: Reasons why those who would like to learn a new skill haven’t done so, by age group, June 2015
                                    • For some, relaxation is the priority in leisure time
                                      • Figure 32: Reasons why people don’t want to learn anything new in their leisure time, June 2015
                                  • Impact of Work on Leisure Time

                                    • A quarter of Baby Boomers are more concerned with work than leisure
                                      • Figure 33: Impact of work on attitudes to leisure activities, by age group, June 2015
                                    • Care responsibilities restrict leisure time for one in four
                                      • Figure 34: Reasons why people can’t take part in leisure activities, by age group, June 2015
                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                    • Data sources
                                      • Abbreviations

                                      Companies Covered

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                                      Leisure Habits of Baby Boomers - UK - September 2015

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