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Leisure Habits of Millennials - UK - August 2015

Millennials have grown up in a digital world and one of their defining characteristics is their enthusiasm for technology and spending time online. However, they are also constantly on the lookout for new experiences, which can be as simple as trying a new type of food or going to a pub quiz. This need means that this group are also likely to go to live music festivals or sports events.

This report looks at the following areas:

  • Responsible Millennials
  • Appetite for new flavours and tastes

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

        • Millennials are ethnically diverse which will influence behaviour
          • Figure 1: Populations in England and Wales by ethnicity, 2011
        • A quarter have household income of under £15,500 a year
          • Figure 2: Gross annual household income, by generation, March 2015
        • Younger and older Millennials have very different living situations
          • Figure 3: Current living situation, by generation, March 2015
        • Money-savvy Millennials opt for lower-cost leisure activities
          • Figure 4: Where Millennials choose to spend their extra money, March 2015
        • Millennials are drinking less than any other generation
          • Figure 5: Proportion who claim to be teetotal, by age, 2011-13
        • Half of Millennials will go to live events
          • Figure 6: Participation in live events during the last 12 months, by generation, March 2015
        • New restaurants will be popular with Millennials
          • Figure 7: Attitudes towards eating out at restaurants, by generation, March 2015
        • Over two thirds of Millennials exercise
          • Figure 8: Selected attitudes towards health and fitness, by gender, March 2015
        • Money-savvy Millennials are cautious about spending on leisure
          • Figure 9: Amount spent on leisure activities during the last 12 months, March 2015
          • Figure 10: Selected attitudes towards spending money on leisure, by generation, March 2015
      • Issues and Insights

        • Responsible Millennials
          • The facts
            • The implications
              • Appetite for new flavours and tastes
                • The facts
                  • The implications
                  • The Market – What You Need to Know

                    • Millennials are the most ethnically diverse group in the UK
                      • Leisure time is considered part of having a successful life
                        • Nearly half of older Millennials are in the family lifestage
                          • Unemployment remains high for Millennials
                            • Leisure activities compete with saving when Millennials have spare cash
                            • Who are the Millennials?

                              • Millennials are the most ethnically diverse group in the UK
                                • Figure 11: Populations in England and Wales, by ethnicity, by age, 2011
                              • Although they are career-driven Millennials want a work/life balance
                                • Figure 12: Millennials’ life goals, March 2015
                              • One in four younger Millennials are either in a couple or in a family
                                • Figure 13: Current living situation, by generation, March 2015
                              • 29% of younger Millennials have household income under £15,500
                                • Figure 14: Gross annual household income, by generation, March 2015
                            • Market Drivers

                              • Unemployment for Millennials is falling but remains comparably high
                                • Figure 15: Number of unemployed in the UK, by age, 2013 and 2015
                              • 77% of older Millennials are in employment
                                • Figure 16: Current working situation, by generation, March 2015
                              • Tech-savvy Millennials have high expectations of digital services
                                • Figure 17: Millennials’ technology product ownership, March 2015
                              • In terms of priorities for spare cash, leisure has to compete with savings
                                • Figure 18: Where Millennials choose to spend their extra money, March 2015
                              • Today’s Millennials are the least likely to drink alcohol on a regular basis
                                • Figure 19: Drinking during the week before being interviewed for the survey, by age, 2005-13
                              • Around a quarter of Millennials are teetotal
                                • Figure 20: Proportion who claim to be teetotal, by age, 2005-13
                            • The Consumer – What You Need to Know

                              • Experiencing events live is attractive to Millennials
                                • Millennials are keen to try new flavours
                                  • Technology used to help plan leisure time and save money
                                    • Health and fitness is part of being successful for Millennials
                                    • Participation in Leisure Activities

                                      • Live events attract half of Millennials to participate at least once a year
                                        • Figure 21: Leisure attractions visited in the last 12 months (any frequency), March 2015
                                      • A fifth of Millennials visit health clubs or leisure centres frequently
                                        • Figure 22: Leisure attractions visited in the last 12 months, by frequency, March 2015
                                      • Eating in bars more popular than just drinking
                                        • Figure 23: Leisure attractions with age restrictions visited in the last 12 months (any frequency), March 2015
                                        • Figure 24: Leisure activities visited in the last 12 months, by frequency, March 2015
                                    • Interest in Different Venues

                                      • Millennials are experimental and social
                                        • Figure 25: Interest in trying types of venues, March 2015
                                      • Pubs need to offer entertainment to appeal to Millennials
                                        • Figure 26: Interest in trying types of bar or club venues, March 2015
                                    • Attitudes towards Eating Out

                                      • Millennials can be a fickle audience for restaurants
                                        • Figure 27: Attitudes towards eating out at restaurants, by generation, March 2015
                                      • User reviews are influential in how Millennials choose where to eat
                                          • Figure 28: Attitudes towards choosing new restaurants, by generation, March 2015
                                      • Attitudes towards Health and Fitness

                                        • One in three Millennials do no fitness activities at all
                                          • Figure 29: Participation in any fitness activity in the last 12 months, by generation, March 2015
                                        • Half of Millennials would like to track their health and fitness via apps
                                          • Figure 30: Attitudes towards health and fitness tracking apps and social media, March 2015
                                        • Nearly half of Millennials do not consider health when choosing what to eat
                                          • Figure 31: Attitudes towards nutrition, March 2015
                                        • One in four agree that the benefits of gyms justify the cost
                                          • Figure 32: Attitudes towards the gym and body image, March 2015
                                      • Attitudes towards Spending on Leisure

                                        • Leisure spending is not increasing amongst Millennials
                                            • Figure 33: Amount spent on leisure activities during the last 12 months, by generation, March 2015
                                          • Holidays are diverting funds from leisure activities
                                            • Figure 34: Reasons for Millennials not spending on leisure activities in the last 12 months, March 2015
                                          • Cost-conscious Millennials use technology to save them money
                                            • Figure 35: Attitudes towards spending money on leisure, by generation, March 2015
                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                          • Data sources
                                            • Abbreviations

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                                            Leisure Habits of Millennials - UK - August 2015

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