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Leisure Time - US - August 2015

Leisure expenditures are expected to grow at nearly the same rate as overall US expenditures through 2020 as confidence remains high and as consumers become more experience oriented; however, several demographic and lifestyle shifts are expected to alter perceptions of leisure time and change consumer behavior. As the traditional 9-5 work schedule becomes less standard, companies should expect consumers to seek out quick tastes of leisure that fit their erratic schedules. This is especially true for women, who still spend more time than men on chores and childcare. Activities that help these consumers to unwind while balancing their need to work toward life goals should do well with these consumers, as should activities that are highly social or require a great deal of interconnectivity.

This report looks at the following areas:

  • Barriers to leisure remain in place, especially for women
  • A lack of time results in a lack of out-of-home participation
  • Career, family take up hours of free time for Millennials, Gen Xers
  • Millennials, iGens cut the cord

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Barriers to leisure remain in place, especially for women
            • Figure 1: Barriers to leisure activities, by gender, May 2015
          • A lack of time results in a lack of out-of-home participation
            • Figure 2: Out-of-home leisure activities – Monthly – And mean number of hours available on weekdays, by gender, May 2015
          • Career, family take up hours of free time for Millennials, Gen Xers
            • Millennials, iGens cut the cord
              • Figure 3: Entertainment subscriptions, by generation, May 2015
            • The opportunities
              • Appeal to lone rangers
                • Use food to draw in consumers, keep them longer
                  • Figure 4: Top five out-of-home leisure activities – Monthly, May 2015
                • Offer activities that are social, physically active
                  • Figure 5: Leisure activities – Monthly, Millennials versus all, May 2015
                • Help consumers to recharge and then take charge
                  • Figure 6: Attitudes toward the purpose of leisure, May 2015
                • What it means
                • The Market – What You Need to Know

                  • Leisure expenditures expected to continue growth trend
                    • Improving economy leads to increased confidence, more discretionary purchases
                      • Changing demographics, lifestyles to affect leisure market
                        • The definition of leisure may be changing
                        • Market Size and Forecast

                          • Leisure expenditure growth projected to taper slightly, moderate gains still expected
                            • Figure 7: Total US consumer leisure* expenditures and fan chart forecast, at current prices, 2010-20
                            • Figure 8: Total US consumer leisure* expenditures and forecast, at current prices, 2010-20
                        • Market Breakdown

                          • Recreational services account for majority of leisure spending
                            • Figure 9: Share of total US consumer leisure* expenditures, by segment, at current prices, 2013 and 2015
                            • Figure 10: US expenditures and fan chart forecast of recreational goods, at current prices, 2010-20
                            • Figure 11: US expenditures and fan chart forecast of recreational services, at current prices, 2010-20
                        • Market Factors

                          • Consumer confidence rises as unemployment falls
                            • Figure 12: Consumer confidence and unemployment, by month, April 2010-April 2015
                          • Aging population leads to decreased labor force participation
                            • Figure 13: Americans aged 65+, total population and share of population, 2015-60
                            • Figure 14: Labor force participation, by month, June 2010-June 2015
                          • More Americans living alone
                            • Figure 15: Share of households by number of persons per household, 1960-2013
                          • Technology blurs lines between work and play
                          • Key Players – What You Need to Know

                            • Once booming leisure activities now struggle
                              • Ancillary offerings, seamless payment help drive profits
                                • Organizations capitalize on nostalgia, education
                                  • Leisure comes to consumers, instead of the other way around
                                  • What’s Working?

                                    • Ancillary products drive profits
                                      • Adults release their inner child
                                        • Online classes help users to improve skills, try new hobbies, get fit
                                          • LGBT ads hit their target
                                            • Figure 16: Amazon, “Kindle Paperwhite: Perfect at the Beach,” February 2013
                                            • Figure 17: Spotify, “Can’t Find the Words?” April 2014
                                            • Figure 18: DirecTV, “Rivalry – DIRECTV NFL SUNDAY TICKET TV Spot,” September 2014
                                        • What’s Facing Challenges?

                                          • Classics struggle to attract young, diverse consumers
                                            • Expensive, time-consuming athletic activities lose out to alternatives
                                            • What’s Next?

                                              • Bite-sized entertainment
                                                • Bringing the fun to consumers
                                                  • Seamless payment
                                                  • The Consumer – What You Need to Know

                                                    • All work and no play? Not so true
                                                      • Streaming solo: Video entertainment, television remain popular
                                                        • Nature, nutrition draw consumers out of home
                                                          • Younger consumers recharge then take charge
                                                          • Perceived Amount of Leisure Time

                                                            • Consumers average more than four hours of leisure each day
                                                              • Figure 19: Amount of perceived leisure time, weekday and weekend, May 2015
                                                            • Women still spend more time on housework
                                                              • Figure 20: Amount of perceived leisure time, weekday, by gender, May 2015
                                                            • Generation X and Millennials report the least amount of leisure time
                                                              • Figure 21: Mean amount of perceived leisure time, weekday and weekend, by generation, May 2015
                                                          • Leisure Time Companions

                                                            • Most leisure time spent alone or with immediate family
                                                                • Figure 22: Leisure time companions, by weekday and weekend, May 2015
                                                            • In-Home Video and Entertainment

                                                              • Netflix is nearly as popular as cable/satellite
                                                                • Figure 23: TV/Video subscriptions, May 2015
                                                                • Figure 24: Entertainment subscriptions, by generation, May 2015
                                                              • Smart TVs becoming established; wireless streaming devices poised for growth
                                                                • Figure 25: Frequency of using in-home media devices used to watch streaming shows and movies, May 2015
                                                                • Figure 26: In-home media devices used to watch shows and movies, by generation, May 2015
                                                            • Out-of-Home Leisure Activities

                                                              • Dining out tops the list of leisure activities
                                                                • Figure 27: Out-of-home Leisure activities – Monthly, May 2015
                                                              • Men participate in more leisure activities outside of the home
                                                                • Figure 28: Out-of-home leisure activities – Monthly, by gender, May 2015
                                                              • Millennial generation more active than others
                                                                • Figure 29: Leisure activities – Monthly, by generation, May 2015
                                                              • Asians more involved in enrichment activities
                                                                • Figure 30: Enrichment leisure activities – Monthly, by race, May 2015
                                                            • Aspirational Activities

                                                              • Family, friends, fitness are top of mind
                                                                  • Figure 31: Aspirational leisure activities, May 2015
                                                                • Women aspire toward betterment
                                                                  • Figure 32: Aspirational leisure activities, by gender, May 2015
                                                              • Leisure Time Barriers

                                                                • Household responsibilities are obstacles to women’s leisure
                                                                  • Figure 33: How time is spent in an average day, leisure time on weekends and holidays, by gender, 2014
                                                                • Working, commuting are barriers to leisure
                                                                  • Figure 34: Barriers to leisure activities, by gender, May 2015
                                                                • Barriers to leisure vary by generation
                                                                  • Figure 35: Barriers to leisure activities, by generation, May 2015
                                                              • Attitudes Toward Leisure Time

                                                                • Consumers seek to balance leisure time activities
                                                                    • Figure 36: Attitudes toward the purpose of leisure, by generation, May 2015
                                                                  • Millennials and iGens: Social both online and offline
                                                                    • Figure 37: Attitudes toward leisure and socialization, by generation, May 2015
                                                                  • Women more concerned than men with leisure activity pricing
                                                                    • Figure 38: Attitudes toward the cost of leisure activities, by gender, May 2015
                                                                • LGBTs and Leisure Time

                                                                  • Sexual orientation impacts who people spend their time with
                                                                    • Figure 39: Companions for leisure – Weekday and weekends, LGBT versus heterosexual, May 2015
                                                                  • LGBT consumers more likely to go to bars, museums
                                                                    • Figure 40: Select out-of-home leisure activities – Monthly, by LGBT and Heterosexual, May 2015
                                                                    • Figure 41: Select out-of-home leisure activities – Monthly, by gay/bisexual men and heterosexual men, May 2015
                                                                  • LGBT viewers subscribe to more content, use more devices
                                                                    • Figure 42: TV/Video subscriptions, by LGBT and heterosexual, May 2015
                                                                    • Figure 43: In-home media devices used to watch streaming shows and movies, by LGBT and heterosexual, May 2015
                                                                  • Many LGBT aspire to spend more time at bars, live events
                                                                    • Figure 44: Select aspirational leisure activities, by LGBT and Heterosexual, May 2015
                                                                  • Heterosexuals want activities to align with values; LGBT want to learn
                                                                    • Figure 45: Select attitudes toward leisure and socialization, by LGBT and Heterosexual, May 2015
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Expenditures data
                                                                      • Fan chart forecast
                                                                        • Consumer survey data
                                                                          • Consumer qualitative research
                                                                            • Abbreviations and terms
                                                                              • Abbreviations
                                                                                • Terms
                                                                                • Appendix – Market

                                                                                  • The market
                                                                                    • Figure 46: Total US consumer leisure* expenditures and forecast, at inflation-adjusted prices, 2010-20
                                                                                    • Figure 47: Total US consumer leisure* expenditures, by segment, at current prices, 2013 and 2015
                                                                                    • Figure 48: US expenditures and forecast of recreational goods, at current prices, 2010-20
                                                                                    • Figure 49: US expenditures and forecast of recreational goods, at inflation-adjusted prices, 2010-20
                                                                                    • Figure 50: US expenditures and forecast of recreational services, at current prices, 2010-20
                                                                                    • Figure 51: US expenditures and forecast of recreational services, at inflation-adjusted prices, 2010-20
                                                                                  • Market factors
                                                                                    • Figure 52: Total US share of households by number of persons per household, 1960-2013
                                                                                    • Figure 53: Total US population distribution and forecast, by age, 2015-60
                                                                                    • Figure 54: Labor force participation, by month, June 2010-June 2015
                                                                                    • Figure 55: Consumer confidence and unemployment, by month, April 2010-April 2015
                                                                                • Appendix – Consumer

                                                                                    • Figure 56: Past 12 month leisure activities, by gender, February 2015-March 2015
                                                                                    • Figure 57: Time spent in primary activities, averages per day, by gender, 2014
                                                                                    • Figure 58: Time spent in leisure and sports activities on weekends and holidays, by gender, 2014
                                                                                • Appendix – LGBT Social Media

                                                                                  • Methodology
                                                                                    • Key findings
                                                                                      • Figure 59: LGBT online discussion of social issues and sentiment, June 15, 2014- Dec. 15, 2014
                                                                                      • Figure 60: LGBT online discussion of social issues and sentiment, by gender, June 15, 2014- Dec. 15, 2014
                                                                                    • Discrimination
                                                                                      • Gender overview
                                                                                        • Figure 61: LGBT selected discrimination discussions, June 15, 2014-Dec. 15-2014
                                                                                      • Transgender rights
                                                                                        • Gender overview
                                                                                          • Figure 62: LGBT selected transgender discussions, June 15, 2014-Dec. 15-2014
                                                                                        • Homelessness
                                                                                          • Gender overview
                                                                                            • Figure 63: LGBT selected homelessness discussions, June 15, 2014-Dec. 15-2014
                                                                                        • Appendix – Qualitative Research

                                                                                          • Question: Ideal day
                                                                                            • Responses:
                                                                                              • Question: How free time is spent
                                                                                                • Responses:
                                                                                                  • Question: Gathering with others
                                                                                                    • Responses:
                                                                                                      • Question: Interest in activities
                                                                                                        • Responses:
                                                                                                          • Question: Companies and LGBT issues
                                                                                                            • Responses:

                                                                                                            Companies Covered

                                                                                                            • Walmart Stores (USA)

                                                                                                            Leisure Time - US - August 2015

                                                                                                            US $3,995.00 (Excl.Tax)