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Leisure Time - Canada - August 2014

“With the aging population correlating with an expected increase in smartphone and tablet usage over the next decade, leisure operators should be exploring ways of engaging older consumers with apps and online tools.”
– Jason Praw, Senior Lifestyle Analyst

This report looks at the following areas:

  • Increasing leisure activity participation among less affluent Canadians
  • Focusing on Millennial males’ participation in leisure activities in Canada
  • Integrating tech, social networking and online tools into leisure activities
  • Engaging Canada’s aging population with technology

The majority of Canadians prefer to spend their leisure time engaged in a low-to-moderately active manner, with shopping and/or dining out the most popular activities. Millennial males are driving participation trends in many leisure activities, from more popular pastimes such as going to the movies and attending sporting events to more surprising activities such as visiting spas or wellness centres.

While affluent Canadians are also more likely to participate in a variety of activities, they are also highly engaged in discount and deal sites, vouchers and loyalty programs, presumably driven by their above average propensity for shopping. As a whole, Canadians’ engagement with technology as part of their leisure time is widespread and remains an opportunity for marketers, attractions, restaurants and retailers as usage of smartphones and tablets increases in the coming years.

This report explores Canadians’ interest in various leisure activities and usage of technology and deals/discounts in conjunction with these activities by life stage and various demographic groups. The report also looks at factors that adults consider important in regards to their leisure time, as well as highlights the nation’s key leisure-time operators.

 

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Market overview
              • Canada’s population is expected to age in the coming years, but disposable income is increasing
                • Figure 1: Projected trends in the age structure of the Canada population, 2014-19
              • The consumer
                • Most Canadians prefer to spend their leisure time being low-to-moderately active
                  • Figure 2: Activity levels among Canadians, May 2014
                • Shopping and dining out are the most participated in leisure activities
                  • Figure 3: Frequency of participating in leisure activities in the last 12 months, May 2014
                • The rise of online booking
                  • Figure 4: Booking preference per leisure activity, May 2014
                • Canadians use a variety of discount options for leisure activities
                  • Figure 5: Use of discount offers and deals for leisure activities during the past 12 months, May 2014
                • Notable differences in how Canadians like to spend their leisure time
                  • Figure 6: Attitudes towards leisure time, May 2014
                • What we think
                • Issues and Insights

                    • Increasing leisure activity participation among less affluent Canadians
                      • The facts
                        • The implications
                          • Focusing on Millennial males’ participation in leisure activities in Canada
                            • The facts
                              • The implications
                                • Integrating tech, social networking and online tools into leisure activities
                                  • The facts
                                    • The implications
                                      • Engaging Canada’s aging population with technology
                                        • The facts
                                          • The implications
                                          • Trend Application

                                              • Trend: Switch Off
                                                • Trend: Access All Areas
                                                  • Trend: Power of One
                                                  • Market Drivers

                                                    • Key points
                                                      • Demographic overview
                                                        • Canada’s population is expected to age in the coming years
                                                          • Figure 7: Projected trends in the age structure of the Canada population, 2014-19
                                                        • Over half of Canadians are overweight or obese
                                                          • Figure 8: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2009-13
                                                        • Economic overview
                                                          • Canadian economy to pick up speed, but risks remain
                                                            • Figure 9: Canada’s GDP, by quarter, 2008-14
                                                            • Figure 10: Annual average exchange rates for the Canadian dollar, 2010-14
                                                          • Income and savings on the rise
                                                            • Figure 11: Household disposable incomes and savings in Canada, 2008-14
                                                            • Figure 12: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, 2007-12
                                                          • Canada’s employment rates remain steady
                                                            • Figure 13: Canada’s unemployment rate, by gender, 2008-14
                                                          • Leisure-specific overview
                                                            • Movie ticket prices continue to increase in both Canada and the US
                                                              • Figure 14: Average movie ticket price in the United States and Canada (US dollars), 2001-13
                                                            • Shopping opportunities have increased in Canada
                                                              • Figure 15: Total number of shopping centres in Canada, 2001-12
                                                              • Figure 16: Retail e-commerce sales in Canada (in billion US dollars), 2012-17
                                                          • Overview of Selected Leisure Companies

                                                              • Retail operations
                                                                • Canadian Tire
                                                                  • Shoppers Drug Mart
                                                                    • Restaurant/Pub operations
                                                                      • Tim Hortons
                                                                        • CARA Operations
                                                                          • Boston Pizza
                                                                            • Movie theatre chains
                                                                              • Cineplex
                                                                                • Landmark Cinemas
                                                                                  • Cinémas Guzzo
                                                                                    • Health/Fitness clubs
                                                                                      • GoodLife Fitness
                                                                                        • LA Fitness
                                                                                        • The Consumer – Canadians’ Activity Level

                                                                                          • Key points
                                                                                            • Most Canadians prefer to spend their leisure time being low-to-moderately active
                                                                                              • Figure 17: Activity levels among Canadians, May 2014
                                                                                              • Figure 18: Preference for being more active during leisure time, by gender, age, and household income, May 2014
                                                                                          • The Consumer – Frequency of Leisure Activities

                                                                                            • Key points
                                                                                              • Shopping and dining out are the most popular leisure activities
                                                                                                • Figure 19: participating in leisure activities in the last 12 months, May 2014
                                                                                                • Figure 20: Frequency of participating in leisure activities in the last 12 months, May 2014
                                                                                                • Figure 21: Frequency of participating in leisure activities in the last 12 months, by gender, May 2014
                                                                                              • Participation in leisure activities aided by having more disposable income
                                                                                                • Figure 22: Monthly participation in selected leisure activities in the last 12 months by household income, May 2014
                                                                                              • 18-34-year-old men and urbanites most likely to participate in less popular leisure activities
                                                                                                • Figure 23: Frequency of participation in less popular activities, May 2014
                                                                                            • The Consumer – Leisure Booking Preference

                                                                                              • Key points
                                                                                                • The rise of online booking
                                                                                                  • Figure 24: Booking preference per leisure activity, May 2014
                                                                                                • Online booking more likely for less immediate activities
                                                                                                  • Figure 25: Booking preference among selected less frequent leisure activities, May 2014
                                                                                                • Affluent Canadians are more likely to book leisure tickets online
                                                                                                  • Figure 26: Online booking by household income, May 2014
                                                                                                • Online booking for health or fitness classes and memberships lags behind other leisure venues
                                                                                                  • Figure 27: Booking preference among consumers for health/exercise venues, May 2014
                                                                                              • The Consumer – Discount Purchases

                                                                                                • Key points
                                                                                                  • Canadians use a variety of discount options for leisure activities
                                                                                                      • Figure 28: Use of discount offers and deals for leisure activities during the past 12 months, May 2014
                                                                                                    • Affluent Canadians more likely to outlay funds in order to save in future
                                                                                                        • Figure 29: Use of selected offers and deals for leisure activities during the past 12 months, by household income, May 2014
                                                                                                      • Older women use deals and discounts more intently
                                                                                                        • Figure 30: Use of selected offers and deals for leisure activities during past 12 months, by gender, May 2014
                                                                                                      • Two thirds of Canadians use two or more types of deals and offers
                                                                                                        • Figure 31: Number of discount offers and deals for leisure activities used during the past 12 months, May 2014
                                                                                                    • The Consumer – Attitudes towards Leisure Time

                                                                                                      • Key points
                                                                                                        • Summary of attitudes towards leisure time
                                                                                                          • Figure 32: Attitudes towards leisure time, May 2014
                                                                                                        • Most Canadians claim to take charge when it comes to their leisure time
                                                                                                          • Figure 33: Attitudes towards deciding how to spend leisure time, May 2014
                                                                                                        • Split preferences for being connected in leisure time
                                                                                                          • Figure 34: Attitudes towards leisure time and online connectivity, May 2014
                                                                                                          • Figure 35: Attitudes towards leisure time and online connectivity, by age, May 2014
                                                                                                        • Spending leisure activities with others edges out alone time
                                                                                                          • Figure 36: Attitudes towards spending leisure time with others, May 2014
                                                                                                        • Over half of Canadians have plenty of activities to fill their leisure time, but they often look for new things to do
                                                                                                          • Figure 37: Attitudes towards leisure time activities, May 2014
                                                                                                      • The Consumer – Leisure Time and Chinese Canadians

                                                                                                        • Key points
                                                                                                          • Chinese Canadians differ in how they spend their leisure time in many ways
                                                                                                            • Figure 38: Participation in selected leisure activities: Chinese Canadians against overall population, May 2014
                                                                                                          • Chinese Canadians prefer pre-booking many leisure activities online
                                                                                                            • Figure 39: Difference in booking preference for selected activities: Chinese Canadians against overall population, May 2014
                                                                                                          • Chinese Canadians are apathetic about most leisure time attitude statements
                                                                                                            • Figure 40: Stated response of ‘neither agree nor disagree’ with selected attitudes towards leisure time: Chinese Canadians against overall population, May 2014
                                                                                                          • Chinese Canadians cannot be without their technology
                                                                                                          • The Consumer – Target Groups

                                                                                                            • Key points
                                                                                                              • Five target groups
                                                                                                                • Figure 41: Target groups for leisure time, May 2014
                                                                                                              • Disengaged (30%)
                                                                                                                • Independents (20%)
                                                                                                                  • Social Butterflies (18%)
                                                                                                                    • Enthusiasts (17%)
                                                                                                                      • Tech Lovers (15%)
                                                                                                                      • Appendix – The Consumer – Canadians’ Activity Level

                                                                                                                          • Figure 42: Activity levels among Canadians (nets), May 2014
                                                                                                                          • Figure 43: Activity levels among Canadians, May 2014
                                                                                                                          • Figure 44: Activity levels among Canadians, by demographics, May 2014
                                                                                                                      • Appendix – The Consumer – Frequency of Leisure Activities

                                                                                                                          • Figure 45: Frequency of leisure activity, May 2014
                                                                                                                          • Figure 46: Frequency of leisure activity – Shopping, by demographics, May 2014
                                                                                                                          • Figure 47: Frequency of leisure activity – Dining out at restaurants, by demographics, May 2014
                                                                                                                          • Figure 48: Frequency of leisure activity – Go to the movie theatre, by demographics, May 2014
                                                                                                                          • Figure 49: Frequency of leisure activity – Use a leisure centre, health or fitness club, by demographics, May 2014
                                                                                                                          • Figure 50: Frequency of leisure activity – Go for a drink in pubs/bars^, by demographics, May 2014
                                                                                                                          • Figure 51: Frequency of leisure activity – Go to see live entertainment shows, by demographics, May 2014
                                                                                                                          • Figure 52: Frequency of leisure activity – Attend live sports events, by demographics, May 2014
                                                                                                                          • Figure 53: Frequency of leisure activity – Visit a spa/wellness facility, by demographics, May 2014
                                                                                                                          • Figure 54: Frequency of leisure activity – Visit a museum, gallery, exhibition or other visitor attractions, by demographics, May 2014
                                                                                                                          • Figure 55: Frequency of leisure activity – Go to a music concert/festival, by demographics, May 2014
                                                                                                                          • Figure 56: Frequency of leisure activity – Visit a nightclub, by demographics, May 2014
                                                                                                                          • Figure 57: Frequency of leisure activity – Visit a zoo/wildlife attraction, by demographics, May 2014
                                                                                                                          • Figure 58: Frequency of leisure activity – Visit an amusement park, by demographics, May 2014
                                                                                                                      • Appendix – The Consumer – Leisure Booking Preference

                                                                                                                          • Figure 59: Leisure booking preference, May 2014
                                                                                                                          • Figure 60: Leisure booking preference – A movie ticket, by demographics, May 2014
                                                                                                                          • Figure 61: Leisure booking preference – A table at a restaurant, by demographics, May 2014
                                                                                                                          • Figure 62: Leisure booking preference – A ticket for a day out, by demographics, May 2014
                                                                                                                          • Figure 63: Leisure booking preference – Membership at a health and fitness club, by demographics, May 2014
                                                                                                                          • Figure 64: Leisure booking preference – A class at a health and fitness club or leisure centre, by demographics, May 2014
                                                                                                                          • Figure 65: Leisure booking preference – A theatre ticket, by demographics, May 2014
                                                                                                                          • Figure 66: Leisure booking preference – A music concert/festival ticket, by demographics, May 2014
                                                                                                                          • Figure 67: Leisure booking preference – A ticket for a sports event, by demographics, May 2014
                                                                                                                      • Appendix – The Consumer – Discount Purchases

                                                                                                                          • Figure 68: Usage of discount offers and deals, May 2014
                                                                                                                          • Figure 69: Usage of most popular discount offers and deals, by demographics, May 2014
                                                                                                                          • Figure 70: Usage of other discount offers and deals, by demographics, May 2014
                                                                                                                        • Repertoire analysis
                                                                                                                          • Figure 71: Repertoire of usage of discount offers and deals, May 2014
                                                                                                                          • Figure 72: Repertoire of usage of discount offers and deals, by demographics, May 2014
                                                                                                                      • Appendix – The Consumer – Attitudes towards Leisure Time

                                                                                                                          • Figure 73: Leisure time attitudes, May 2014
                                                                                                                          • Figure 74: Agreement with the statements ‘I am the one who usually decides how to spend my leisure time’ and ‘I have plenty of hobbies/activities to fill my leisure time’, by demographics, May 2014
                                                                                                                          • Figure 75: Agreement with the statements ‘I am always looking for new things to do in my leisure time’ and ‘I cannot imagine spending my leisure time without any technological device’, by demographics, May 2014
                                                                                                                          • Figure 76: Agreement with the statements ‘I prefer to spend my leisure time with company’ and ‘Group activities are much more fun than individual activities’, by demographics, May 2014
                                                                                                                          • Figure 77: Agreement with the statements ‘I prefer to spend my leisure time offline’ and ‘It is more difficult for me to decide how to spend leisure time when I am with someone else’, by demographics, May 2014
                                                                                                                          • Figure 78: Agreement with the statements ‘I tend to spend my leisure time on social networking sites^’ and ‘I prefer to spend my leisure time alone’, by demographics, May 2014
                                                                                                                          • Figure 79: Agreement with the statements ‘I get bored easily during my leisure time’ and ‘I heavily rely on friends and family for suggestions what to do in my leisure time, by demographics, May 2014
                                                                                                                      • Appendix – The Consumer – Leisure Time and Chinese Canadians

                                                                                                                          • Figure 80: Selected demographics, by total population against Chinese Canadians, June 2014
                                                                                                                      • Appendix – The Consumer – Target Groups

                                                                                                                          • Figure 81: Target groups, by demographics, May 2014
                                                                                                                          • Figure 82: Leisure activity level, by target groups, May 2014
                                                                                                                          • Figure 83: Frequency of leisure activities, by target groups, May 2014
                                                                                                                          • Figure 84: Usage of discount offers and deals, by target groups, May 2014
                                                                                                                          • Figure 85: Technology usage, by target groups, May 2014
                                                                                                                          • Figure 86: Attitudes towards leisure time, by target groups, May 2014

                                                                                                                      Companies Covered

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

                                                                                                                      Leisure Time - Canada - August 2014

                                                                                                                      £3,199.84 (Excl.Tax)