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Millennials Leisure Trends - US - February 2013

“Compared with older generations, more Millennials want to spend leisure time connected to the internet, and can as such be dubbed the ‘online generation.’ However, marketers can make more inroads among these young adults by making them more comfortable in offline social situations as well as giving them opportunities to use the internet more creatively. They should also consider the extent to which student promotions are a key to reaching this group of consumers.”

– Gretchen Grabowski, Travel & Leisure Analyst

Some questions answered in this report include:

  • Are marketers hurting Millennials by catering to their online preference?
  • Are there new ways Millennials can use technology during leisure?
  • Can marketers help young Millennials balance leisure with school?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations
              • Terms
              • Executive Summary

                  • Entertainment spending
                    • Millennials’ annual entertainment spending lower than average
                      • Figure 1: Two-year average of annual expenditures in select entertainment categories, Millennials vs. all, 2010-11
                    • Movies, live entertainment account for highest spending on admission fees
                      • Figure 2: Two-year average of Millennials’ annual expenditures on fees and admissions, 2010-11
                    • Demographic and sociocultural factors
                      • Millennials comprise the largest share of the U.S. population…
                        • Figure 3: U.S. population, by generation, 2012
                      • …and they are diverse
                        • Figure 4: Share of the Millennial Generation, by race/Hispanic origin, 2012
                      • Millennial incomes lower than average
                        • Figure 5: Income distribution of households, Millennials vs. all, 2011
                      • The consumer
                        • Millennials more likely to say they have too little, too much leisure time
                          • Figure 6: Perception of amount of leisure time, Millennials vs. all, October 2012
                        • More younger Millennials increasing leisure spending
                          • Figure 7: Millennials spending more on leisure activities compared to two years ago and two years from now, by age, October 2012
                        • Millennials prefer to spend leisure time resting, online
                          • Figure 8: Millennials’ leisure time preferences, by age, October 2012
                        • Millennial women more likely to social network, men tend to game
                          • Figure 9: Millennials’ social media use and gaming during leisure, by gender, October 2012
                        • Millennials more reliant on technology for leisure
                          • Figure 10: Attitudes toward technology use during leisure time, Millennials vs. all, October 2012
                        • Millennials’ leisure preferences conducive to spending time alone
                          • Figure 11: Millennials’ average percentage of leisure time spent alone and with others in a typical week, October 2012
                        • Millennials may need help planning leisure activities
                          • Figure 12: Attitudes toward leisure time, Millennials vs. all, October 2012
                        • More Millennials going online for leisure activity information
                          • Figure 13: Top five sources relied on for leisure activity information, Millennials vs. all, October 2012
                        • Millennials want to see more outdoor community events
                          • Figure 14: Top five leisure activity offerings Millennials would like to see in their local community, October 2012
                        • What we think
                        • Issues in the Market

                            • Are marketers hurting Millennials by catering to their online preference?
                              • Are there new ways Millennials can use technology during leisure?
                                • Can marketers help young Millennials balance leisure with school?
                                • Insights and Opportunities

                                  • Key points
                                    • More video-based online marketing
                                      • More social networking games targeting Millennial women
                                        • Translating mobile chat apps into more social media platforms
                                          • Leisure activity videos featuring Millennials
                                          • Trend Application

                                              • Inspire trend: Click and Connect
                                                • Inspire trend: A Simple Balance for Health
                                                  • Inspire 2015 trends
                                                    • Access Anything, Anywhere
                                                    • Millennials’ Annual Entertainment Expenditures

                                                      • Key points
                                                        • Millennials spending less than average on entertainment
                                                          • Figure 15: Two-year average of annual expenditures in select entertainment categories, Millennials vs. all, 2010-11
                                                        • Millennials spending the most on admission to movies, live events
                                                          • Figure 16: Two-year average of expenditures on fees and admissions, Millennials vs. all, 2010-11
                                                      • Who are the Millennials?

                                                        • Overview
                                                          • Demographic characteristics
                                                            • Millennials comprise one of the largest, most diverse population segments
                                                              • Figure 17: U.S. population, by generation, 2012
                                                              • Figure 18: Share of U.S. Generations, by race/Hispanic origin, 2012
                                                            • Most Millennials are single, one third have children
                                                                • Figure 19: Marital status, by age/generation, 2012
                                                                • Figure 20: Households with own children, by generation of householder, 2012
                                                                • Figure 21: Opinions on issues related to marriage and family, by generation, February 2010
                                                              • Millennial householders are among the lowest income earners
                                                                • Figure 22: Income distribution of households, by generation, 2011
                                                              • More younger than older Millennials struggle with jobs
                                                                • Figure 23: Labor force participation and employment status, by generation, 2011
                                                              • A majority of Millennials have some level of higher education
                                                                • Figure 24: Educational attainment, by age/generation, 2011
                                                              • Millennials more physically fit than older generations
                                                                • Figure 25: Healthy weight/overweight/obesity rates of Millennials, 2007-10
                                                              • Sociocultural characteristics
                                                                • Time spent on education distinguishes Millennials from the rest
                                                                  • Figure 26: Average hours per day spent in primary activities, by age indexed to total, 2011
                                                                • Millennials prefer to be constantly connected
                                                                  • Liberalism defines Millennial politics
                                                                    • Figure 27: Democratic vs. Republican voter registration, by generation, 2004-12
                                                                • Innovations and Innovators

                                                                  • Key points
                                                                    • Grouper uses Facebook to help Millennials mingle offline
                                                                      • Figure 28: Grouper “Hack-ation” web ad, January 2013
                                                                    • Travel company plans vacations solely for 18-35s
                                                                      • Figure 29: Contiki “One Life, One Shot, Make it Count” ad, October 2012
                                                                    • Cable network launched to target Millennial viewers
                                                                      • Figure 30: Participant Media Promised Land Social Action Campaign, web promotion January 2013
                                                                  • Marketing Strategies and Initiatives

                                                                    • Key points
                                                                      • Retailers unveil online campaigns targeting Millennial shoppers
                                                                        • Macy’s
                                                                          • Figure 31: Macy’s Millennial “Social Trends ” web promotion, January 2013
                                                                        • Target
                                                                          • Figure 32: Target “Falling for You” webisode trailer, October 2012
                                                                        • Mobile communication positioned as key to quality leisure time
                                                                          • Comm
                                                                            • Figure 33: DeNA “Comm, get together. Text. Sticker. Call. Free.” ad, January 2013
                                                                          • Facebook
                                                                            • Figure 34: Facebook “The Things That Connect Us” ad, October 2012
                                                                          • Millennials encouraged to get fit
                                                                            • Greatist
                                                                              • Figure 35: Greatist t-shirt and perfect posture infographic, January 2013
                                                                            • The Esplanade Association
                                                                              • Museums working to get more Millennials through their doors
                                                                                • “With Art Philadelphia”
                                                                                  • Figure 36: Longwood Gardens’ “Forest of Light” illuminated sculpture display, June-September 2012
                                                                                • Milwaukee Art Museum After Dark
                                                                                  • Other “after dark” museum events
                                                                                  • Time Spent on Leisure Activities

                                                                                    • Key points
                                                                                      • Millennials’ perspective on amount of leisure time is imbalanced
                                                                                          • Figure 37: Perception of amount of leisure time, Millennials vs. all, October 2012
                                                                                        • Older Millennial women may be lacking the most time for leisure
                                                                                          • Figure 38: Millennials’ perception of amount of leisure time, by gender and age, October 2012
                                                                                          • Figure 39: Millennials’ perception of amount of leisure time, by employment status, October 2012
                                                                                      • Money Spent on Leisure Activities

                                                                                        • Key points
                                                                                          • More Millennials’ current leisure spending is up
                                                                                              • Figure 40: Change in spending on leisure activities compared to two years ago and two years from now, Millennials vs. all, October 2012
                                                                                            • Younger Millennials may be more inclined to spend more
                                                                                              • Figure 41: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by age, October 2012
                                                                                          • Leisure Time Preferences

                                                                                            • Key points
                                                                                              • Millennials prefer less activity than older generations during leisure time
                                                                                                • Figure 42: Leisure time preferences, Millennials vs. all, October 2012
                                                                                              • More Millennial men looking for variety in leisure
                                                                                                • Figure 43: Millennials’ leisure time preferences, by gender, October 2012
                                                                                              • Online leisure activities more critical to young Millennials
                                                                                                  • Figure 44: Millennials’ leisure time preferences, by age, October 2012
                                                                                              • What Millennials are Doing During Leisure Time

                                                                                                • Key points
                                                                                                  • More Millennials using social media, gaming
                                                                                                    • Figure 45: Current participation in leisure activities, Millennials vs. all, October 2012
                                                                                                    • Figure 46: Frequency of visits to most often used social networking site, Millennials vs. all, February 2010
                                                                                                  • Millennial women are social networkers, men gamers
                                                                                                    • Figure 47: Leisure activities Millennials are currently participating in, by gender, October 2012
                                                                                                  • Volunteering, cultural events present opportunities for Millennials
                                                                                                    • Figure 48: Leisure activities Millennials would like to participate in, October 2012
                                                                                                    • Figure 49: How Millennials prefer to learn about non-profits and what they would post about them on Facebook, January 2012
                                                                                                  • Millennials may also be drawn to more opportunities for home exercise
                                                                                                    • Figure 50: Where Millennials exercise, May 2005-June 2012
                                                                                                • Technology and Leisure

                                                                                                  • Key points
                                                                                                    • Technology defining more Millennials’ leisure time…
                                                                                                      • Figure 51: Attitudes toward using technology and the internet during leisure time, Millennials vs. all, October 2012
                                                                                                      • Figure 52: Opinions on the impact of multitasking with technology on young adults in 2020, Aug.-Oct. 2011
                                                                                                    • …especially among older Millennial men
                                                                                                      • Figure 53: Millennials’ attitudes toward using technology and the internet during leisure time, by gender and age, October 2012
                                                                                                      • Figure 54: Millennials’ attitudes toward mobile ads, by gender, January 2012
                                                                                                    • More Millennials also increasing social networking time
                                                                                                        • Figure 55: Change in leisure time spent on social networking sites compared to last year, Millennials vs. all, October 2012
                                                                                                        • Figure 56: Millennials’ change in leisure time spent on social networking sites compared to last year, by gender, October 2012
                                                                                                        • Figure 57: Degree Men “Masters of Movement – Travis Rice” social media video, April 2012
                                                                                                    • Millennials’ Leisure Companions

                                                                                                      • Key points
                                                                                                        • Millennials spend largest share of leisure time alone
                                                                                                          • Figure 58: Millennials’ average percent of leisure time spent alone and with others in a typical week, by age, October 2012
                                                                                                          • Figure 59: Millennials’ average percentage of leisure time spent alone and with others in a typical week, by online vs. offline leisure time preferences, October 2012
                                                                                                        • Insight: Millennials may be alone online because they don’t know how to be offline
                                                                                                          • Millennials’ living situations divided by age, decide leisure companions
                                                                                                            • Figure 60: Millennials’ current living situation for potential leisure companions, by gender and age, October 2012
                                                                                                            • Figure 61: Millennials’ typical leisure time companions, by gender and age, October 2012
                                                                                                        • Attitudes Toward Leisure Activities

                                                                                                          • Key points
                                                                                                            • Millennials have a harder time planning leisure activities, but still spend
                                                                                                              • Figure 62: Attitudes toward leisure time, Millennials vs. all, October 2012
                                                                                                            • Older Millennial women take responsible approach to planning leisure
                                                                                                              • Figure 63: Millennials’ attitudes toward leisure time, by gender and age, October 2012
                                                                                                          • Sources for Leisure Activity Information

                                                                                                            • Key points
                                                                                                              • More Millennials reliant on the internet for leisure activity information
                                                                                                                • Figure 64: Sources relied on for information on leisure activities, Millennials vs. all, October 2012
                                                                                                                • Figure 65: YouTube “Everyday Target Moms” OneMinuteNews clip, January 2013
                                                                                                              • Older Millennials may be getting more out of the news
                                                                                                                • Figure 66: Sources Millennials rely on for information on leisure activities, by age, October 2012
                                                                                                                • Figure 67: Incidence of watching TV news yesterday, by age, 2006 vs.2012
                                                                                                            • Desired Leisure Activities in the Community

                                                                                                              • Key points
                                                                                                                • Outdoor activities a draw for all, but especially for Millennials
                                                                                                                  • Figure 68: Desired leisure activities in the local community, Millennials vs. all, October 2012
                                                                                                                • Young Millennial men the most likely to participate in virtual events
                                                                                                                  • Figure 69: Millennials’ desired leisure activities in the local community, by gender and age, October 2012
                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                • Key points
                                                                                                                  • More Hispanic Millennials have too much free time
                                                                                                                    • Figure 70: Millennials’ perception of amount of leisure time, by race/Hispanic origin, October 2012
                                                                                                                    • Figure 71: Millennials’ leisure time preferences, by race/Hispanic origin, October 2012
                                                                                                                  • Black and Hispanic Millennials more drawn to cultural events
                                                                                                                    • Figure 72: Millennials’ current participation in leisure activities, by race/Hispanic origin, October 2012
                                                                                                                  • Black Millennials the most concerned about budgeting for leisure
                                                                                                                    • Figure 73: Millennials’ attitudes toward leisure time, by race/Hispanic origin, October 2012
                                                                                                                    • Figure 74: Median household income by race and Hispanic origin of householder, 2011
                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                  • Time spent on leisure activities
                                                                                                                    • Figure 75: Millennials’ perception of amount of leisure time, by gender, October 2012
                                                                                                                    • Figure 76: Millennials’ perception of amount of leisure time, by age, October 2012
                                                                                                                    • Figure 77: Millennials’ perception of amount of leisure time, by household income, October 2012
                                                                                                                    • Figure 78: Millennials’ perception of amount of leisure time, by marital status, October 2012
                                                                                                                  • Money spent on leisure activities
                                                                                                                    • Figure 79: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by gender and age, October 2012
                                                                                                                    • Figure 80: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by household income, October 2012
                                                                                                                    • Figure 81: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by race/Hispanic origin, October 2012
                                                                                                                    • Figure 82: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by employment status, October 2012
                                                                                                                  • Leisure time preferences
                                                                                                                    • Figure 83: Millennials’ Leisure time preferences, by gender and age, October 2012
                                                                                                                  • What Millennials are doing during leisure time
                                                                                                                    • Figure 84: Leisure activities Millennials are currently participating in, by age, October 2012
                                                                                                                    • Figure 85: Leisure activities Millennials are currently participating in, by gender and age, October 2012
                                                                                                                    • Figure 86: Leisure activities Millennials are currently participating in, by household income, October 2012
                                                                                                                    • Figure 87: Leisure activities Millennials are currently participating in, by marital status, October 2012
                                                                                                                    • Figure 88: Leisure activities Millennials are currently participating in, by employment status, October 2012
                                                                                                                    • Figure 89: Leisure activities respondents would like to participate in, Millennials vs. all, October 2012
                                                                                                                    • Figure 90: Leisure activities Millennials would like to participate in, by gender, October 2012
                                                                                                                    • Figure 91: Leisure activities Millennials would like to participate in, by gender and age, October 2012
                                                                                                                    • Figure 92: Leisure activities Millennials would like to participate in, by household income, October 2012
                                                                                                                    • Figure 93: Leisure activities Millennials would like to participate in, by race, October 2012
                                                                                                                  • Technology and leisure
                                                                                                                    • Figure 94: Millennials’ attitudes toward using technology and the internet during leisure time, by gender, October 2012
                                                                                                                    • Figure 95: Millennials’ attitudes toward using technology and the internet during leisure time, by age, October 2012
                                                                                                                    • Figure 96: Millennials’ attitudes toward using technology and the internet during leisure time, by household income, October 2012
                                                                                                                    • Figure 97: Millennials’ attitudes toward using technology and the internet during leisure time, by race/Hispanic origin, October 2012
                                                                                                                    • Figure 98: Millennials’ attitudes toward using technology and the internet during leisure time, by employment status, October 2012
                                                                                                                    • Figure 99: Millennials’ change leisure time spent on social networking sites compared to last year, by age, October 2012
                                                                                                                    • Figure 100: Millennials’ change leisure time spent on social networking sites compared to last year, by gender and age, October 2012
                                                                                                                    • Figure 101: Millennials’ change leisure time spent on social networking sites compared to last year, by household income, October 2012
                                                                                                                    • Figure 102: Millennials’ change leisure time spent on social networking sites compared to last year, by race, October 2012
                                                                                                                  • Millennials’ leisure companions
                                                                                                                    • Figure 103: Average percent of leisure time spent alone and with others in a typical week, Millennials vs. all, October 2012
                                                                                                                    • Figure 104: Millennials’ average percent of leisure time spent alone and with others in a typical week, by race and Hispanic origin, October 2012
                                                                                                                    • Figure 105: Average percent of leisure time spent alone and with others in a typical week, by online vs. offline leisure time preferences, October 2012
                                                                                                                    • Figure 106: Millennials’ typical leisure time companions, October 2012
                                                                                                                    • Figure 107: Typical leisure time companions, October 2012
                                                                                                                    • Figure 108: Millennials’ current living situation for potential leisure companions, by race and Hispanic origin, October 2012
                                                                                                                  • Attitudes toward leisure activities
                                                                                                                    • Figure 109: Millennials’ attitudes toward leisure time, October 2012
                                                                                                                    • Figure 110: Millennials’ attitudes toward leisure time, by gender, October 2012
                                                                                                                    • Figure 111: Millennials’ attitudes toward leisure time, by age, October 2012
                                                                                                                    • Figure 112: Millennials’ attitudes toward leisure time, by household income, October 2012
                                                                                                                    • Figure 113: Millennials’ attitudes toward leisure time, by marital status, October 2012
                                                                                                                    • Figure 114: Millennials’ attitudes toward leisure time, by employment status, October 2012
                                                                                                                  • Sources for leisure activity information
                                                                                                                    • Figure 115: Information sources Millennials use for leisure time activities, October 2012
                                                                                                                    • Figure 116: Information sources Millennials use for leisure time activities, by gender and age, October 2012
                                                                                                                  • Desired leisure activities in the community
                                                                                                                    • Figure 117: Millennials’ desired leisure activities in the local community, by gender, October 2012
                                                                                                                    • Figure 118: Millennials’ desired leisure activities in the local community, by age, October 2012
                                                                                                                    • Figure 119: Millennials’ desired leisure activities in the local community, by race/Hispanic origin, October 2012
                                                                                                                • Appendix: Organizations and Associations

                                                                                                                  Companies Covered

                                                                                                                  • Extreme International
                                                                                                                  • Facebook, Inc.
                                                                                                                  • Skype Technologies S.A.
                                                                                                                  • Twitter, Inc.
                                                                                                                  • Unilever USA
                                                                                                                  • YouTube, Inc.

                                                                                                                  Millennials Leisure Trends - US - February 2013

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