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Online Leisure - UK - December 2010

This report explores current usage patterns of the internet for leisure purposes as well as how the web is used for booking leisure experiences. The report includes an examination of developments in broadband connectivity, macroeconomic and demographic factors, current areas of online leisure innovation and a detailed analysis of when and how people browse for leisure, what people do online and attitudes to the leisure internet.

  • The three most popular online leisure activities are reading the news, social networking and information research/reference, each carried out by over six in ten adult internet users over the past three months.
  • While younger surfers still dominate the web, older users are cathcing up. Eight out of ten 16-34-year-old internet users have visited a social-networking site in the past three months so have as many as half of 45-64s. Older consumers are also catching up when it comes to viewing video/film clips online.
  • 25-34-year-olds are, however, the pivotal online group. This is the only age group showing above-average engagement with all activities surveyed, while they also have the most varied communication habits and above-average propensity to book leisure events and services online.
  • Evening browsing peaks among 16-24-year-olds. Daytime slots, while having lower levels of internet traffic, have a more mature age profile than evenings.
  • Mobile internet usage usage remains very youth focused: over a third of 16-34-year-olds currently use the internet for leisure while on the move but this falls to just one in seven over-35s.
  • Four in ten internet users have booked leisure activities online over the past three months. Those most likely to book leisure activities online are 25-34-year-olds, ABs, ABC1 families and those with household income above £25,000.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Trend: High Tech Cities
              • Trend: Slow It All Down
              • Market in Brief

                • News, networking and reference most popular
                  • 25-34 the most engaged online leisure group
                    • Mixing work and pleasure
                      • Almost a quarter are mobile browsers
                        • Seeing double
                          • Compulsive behaviour
                            • Next-generation leisure
                            • Internal Market Environment

                              • Key points
                                • Broadband access grows but lags other services
                                  • Figure 1: Broadband penetration by demographics, 2004-10
                                • Daily web usage doubles in five years but TV still far ahead
                                  • Figure 2: Communications media average daily use, 2004 versus 2009
                                • Social networking almost a quarter of time spent online
                                  • Figure 3: Share of time spent on internet by activity, April 2007 versus April 2010
                                • Network developments
                                  • Headline speeds grow but average speeds lag behind
                                    • Figure 4: Average UK, non-corporate, fixed broadband connection headline speeds, 2004-09
                                  • Super-fast offers a step-change in online leisure
                                    • But Britain still playing catch-up
                                      • End of net neutrality?
                                      • Broader Market Environment

                                        • Key points
                                          • Struggling economy has helped to boost ‘free’ online leisure
                                            • Figure 5: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                            • Figure 6: UK Consumer Confidence Index, December 2009-November 2010
                                          • Key 25-34 age group to grow 11% over next five years
                                            • Figure 7: Forecast trends in the age structure of the UK population, 2005-15
                                          • Ageing population challenge
                                            • AB growth to accelerate evolution of online leisure
                                              • Figure 8: Forecast adult population trends, by socio-economic group, 2005-15
                                          • Who’s Innovating?

                                            • Key points
                                              • Social commerce leisure booking
                                                • Entertainment-based communities
                                                  • Interest-specific communities
                                                    • Leisure apps – augmented reality
                                                      • Leisure apps – discounts, theatre, TV
                                                        • The information/reference web
                                                          • Virtual museums
                                                            • Internet learning
                                                              • Online highbrow culture
                                                                • Social gaming potential
                                                                  • Online gambling gets social
                                                                    • The multi-screen household
                                                                    • When Do People Browse?

                                                                      • Key points
                                                                        • Seven in ten access web for leisure in evenings
                                                                          • Figure 9: Times when internet is used for leisure, April 2010
                                                                        • A quarter are lunch-break leisure users
                                                                          • Key points
                                                                            • One third browse for leisure at their workplace
                                                                              • Figure 10: Locations/devices for browsing the internet for leisure, April 2010
                                                                            • Almost a quarter are mobile online leisure users
                                                                            • Online Leisure Activities

                                                                              • Key points
                                                                                • News, networking and reference are leading leisure activities
                                                                                  • Figure 11: Activities done online, April 2010
                                                                                • Age remains key differentiator but older users grow more sophisticated
                                                                                  • 16-24s – heavy entertainment/communication focus
                                                                                    • 25-34s – above-average usage of all activities
                                                                                      • 35-44s – close to the average
                                                                                        • 45-54s – highest users of online news and reference
                                                                                          • 55-64s – most basic/functional users
                                                                                            • Other demographic factors
                                                                                              • Mobile users have highest levels of engagement
                                                                                                • Activity clusters
                                                                                                • Booking Leisure Online

                                                                                                  • Key points
                                                                                                    • Four in ten have booked leisure activities online in past three months
                                                                                                      • Figure 12: Leisure activities booked online, April 2010
                                                                                                    • 25-34s, ABs and families are main online leisure bookers
                                                                                                      • M-commerce leisure opportunities
                                                                                                        • Cinema/theatre meal deals
                                                                                                        • Attitudes Towards Leisure and the Internet

                                                                                                          • Key points
                                                                                                            • Six in ten have a small number of favourite websites they visit regularly
                                                                                                              • Figure 13: Attitudes towards leisure and the internet, April 2010
                                                                                                            • 2screening: 36% often watch TV and browse the web at the same time
                                                                                                              • ABC1 third-agers deterred by ‘irrelevant advertising’
                                                                                                                • A quarter are compulsive browsers
                                                                                                                  • Older and less educated are most basic users
                                                                                                                    • TV/internet crossover appeals to less than one fifth
                                                                                                                      • Two thirds still uninterested in mobile-phone web
                                                                                                                      • Appendix – When Do People Browse?

                                                                                                                          • Figure 14: Times when internet is used for leisure, April 2010
                                                                                                                          • Figure 15: Times when internet is used for leisure, April 2010
                                                                                                                          • Figure 16: Times when internet is used for leisure on weekdays, by demographics, April 2010
                                                                                                                          • Figure 17: Times when internet is used for leisure on weekends, by demographics, April 2010
                                                                                                                      • Appendix – How Do People Browse?

                                                                                                                          • Figure 18: Locations for browsing the internet for leisure, by times when internet is used for leisure on weekdays, April 2010
                                                                                                                          • Figure 19: Locations for browsing the internet for leisure, by times when internet is used for leisure on weekends, April 2010
                                                                                                                          • Figure 20: Devices for browsing the internet for leisure, by times when internet is used for leisure on weekdays, April 2010
                                                                                                                          • Figure 21: Devices for browsing the internet for leisure, by times when internet is used for leisure on weekends, April 2010
                                                                                                                          • Figure 22: Devices for browsing the internet for leisure at home, by demographics, April 2010
                                                                                                                          • Figure 23: Devices for browsing the internet for leisure at work, by demographics, April 2010
                                                                                                                          • Figure 24: Devices for browsing the internet for leisure at school/college/university/other place of education, by demographics, April 2010
                                                                                                                          • Figure 25: Devices for browsing the internet for leisure on the move (eg while walking/travelling), by demographics, April 2010
                                                                                                                          • Figure 26: Locations for browsing the internet for leisure, by demographics, April 2010
                                                                                                                          • Figure 27: Devices for browsing the internet for leisure, by demographics, April 2010
                                                                                                                      • Appendix – Online Leisure Activities

                                                                                                                          • Figure 28: Activities done online in the past three months, by times when internet is used for leisure on weekdays, April 2010
                                                                                                                          • Figure 29: Activities done online in the past three months, by times when internet is used for leisure on weekends, April 2010
                                                                                                                          • Figure 30: Activities done online in the past three months, by locations for browsing the internet for leisure, April 2010
                                                                                                                          • Figure 31: Activities done online in the past three months, by devices for browsing the internet for leisure, April 2010
                                                                                                                          • Figure 32: Activities done online in the past three months, by most popular activities done online in the past three months, April 2010
                                                                                                                          • Figure 33: Activities done online in the past three months, by next most popular activities done online in the past three months, April 2010
                                                                                                                          • Figure 34: Activities done online in the past three months, by other activities done online in the past three months, April 2010
                                                                                                                          • Figure 35: Activities done online more than three months ago, by times when internet is used for leisure on weekdays, April 2010
                                                                                                                          • Figure 36: Activities done online more than three months ago, by times when internet is used for leisure on weekends, April 2010
                                                                                                                          • Figure 37: Activities done online more than three months ago, by locations for browsing the internet for leisure, April 2010
                                                                                                                          • Figure 38: Activities done online more than three months ago, by devices for browsing the internet for leisure, April 2010
                                                                                                                          • Figure 39: Activities done online more than three months ago, by most popular activities done online more than three months ago, April 2010
                                                                                                                          • Figure 40: Activities done online more than three months ago, by next most popular activities done online more than three months ago, April 2010
                                                                                                                          • Figure 41: Activities done online more than three months ago by other activities done online more than three months ago, April 2010
                                                                                                                          • Figure 42: Most popular activities done online in the past three months, by demographics, April 2010
                                                                                                                          • Figure 43: Next most popular activities done online in the past three months, by demographics, April 2010
                                                                                                                          • Figure 44: Other activities done online in the past three months, by demographics, April 2010
                                                                                                                          • Figure 45: Most popular activities done online more than three months ago, by demographics, April 2010
                                                                                                                          • Figure 46: Next most popular activities done online more than three months ago, by demographics, April 2010
                                                                                                                          • Figure 47: Other activities done online more than three months ago, by demographics, April 2010
                                                                                                                          • Figure 48: Most popular activities not done online, by demographics, April 2010
                                                                                                                          • Figure 49: Next most popular activities not done online, by demographics, April 2010
                                                                                                                          • Figure 50: Other activities not done online, by demographics, April 2010
                                                                                                                      • Appendix – Booking Leisure Online

                                                                                                                          • Figure 51: Leisure activities booked online in the past three months, by times when internet is used for leisure on weekdays, April 2010
                                                                                                                          • Figure 52: Leisure activities booked online in the past three months, by times when internet is used for leisure on weekends, April 2010
                                                                                                                          • Figure 53: Leisure activities booked online in the past three months, by locations for browsing the internet for leisure, April 2010
                                                                                                                          • Figure 54: Leisure activities booked online in the past three months, by devices for browsing the internet for leisure, April 2010
                                                                                                                          • Figure 55: Leisure activities booked online in the past three months, by most popular activities done online in the past three months, April 2010
                                                                                                                          • Figure 56: Leisure activities booked online in the past three months, by next most popular activities done online in the past three months, April 2010
                                                                                                                          • Figure 57: Leisure activities booked online in the past three months, by other activities done online in the past three months, April 2010
                                                                                                                          • Figure 58: Leisure activities booked online in the past three months, by most popular activities done online more than three months ago, April 2010
                                                                                                                          • Figure 59: Leisure activities booked online in the past three months, by next most popular activities done online more than three months ago, April 2010
                                                                                                                          • Figure 60: Leisure activities booked online in the past three months, by other activities done online more than three months ago, April 2010
                                                                                                                          • Figure 61: Leisure activities booked online in the past three months, by leisure activities booked online in the past three months, April 2010
                                                                                                                          • Figure 62: Leisure activities booked online in the past three months, by leisure activities booked online more than three months ago, April 2010
                                                                                                                          • Figure 63: Leisure activities booked online more than three months ago, by times when internet is used for leisure on weekdays, April 2010
                                                                                                                          • Figure 64: Leisure activities booked online more than three months ago, by times when internet is used for leisure on weekends, April 2010
                                                                                                                          • Figure 65: Leisure activities booked online more than three months ago, by locations for browsing the internet for leisure, April 2010
                                                                                                                          • Figure 66: Leisure activities booked online more than three months ago, by devices for browsing the internet for leisure, April 2010
                                                                                                                          • Figure 67: Leisure activities booked online more than three months ago, by most popular activities done online in the past three months, April 2010
                                                                                                                          • Figure 68: Leisure activities booked online more than three months ago, by next most popular activities done online in the past three months, April 2010
                                                                                                                          • Figure 69: Leisure activities booked online more than three months ago, by other activities done online in the past three months, April 2010
                                                                                                                          • Figure 70: Leisure activities booked online more than three months ago, by most popular activities done online more than three months ago, April 2010
                                                                                                                          • Figure 71: Leisure activities booked online more than three months ago, by next most popular activities done online more than three months ago, April 2010
                                                                                                                          • Figure 72: Leisure activities booked online more than three months ago, by other activities done online more than three months ago, April 2010
                                                                                                                          • Figure 73: Leisure activities booked online in the past three months, by demographics, April 2010
                                                                                                                          • Figure 74: Leisure activities booked online more than three months ago, by demographics, April 2010
                                                                                                                          • Figure 75: Most popular leisure activities not booked online, by demographics, April 2010
                                                                                                                          • Figure 76: Next most popular leisure activities not booked online, by demographics, April 2010
                                                                                                                      • Appendix – Attitudes Towards Leisure and the Internet

                                                                                                                          • Figure 77: Attitudes towards leisure and the internet, by times when internet is used for leisure on weekdays, April 2010
                                                                                                                          • Figure 78: Attitudes towards leisure and the internet, by times when internet is used for leisure on weekends, April 2010
                                                                                                                          • Figure 79: Attitudes towards leisure and the internet, by locations for browsing the internet for leisure, April 2010
                                                                                                                          • Figure 80: Attitudes towards leisure and the internet, by devices for browsing the internet for leisure, April 2010
                                                                                                                          • Figure 81: Attitudes towards leisure and the internet, by most popular activities done online in the past three months, April 2010
                                                                                                                          • Figure 82: Attitudes towards leisure and the internet, by next most popular activities done online in the past three months, April 2010
                                                                                                                          • Figure 83: Attitudes towards leisure and the internet, by other activities done online in the past three months, April 2010
                                                                                                                          • Figure 84: Attitudes towards leisure and the internet, by most popular activities done online more than three months ago, April 2010
                                                                                                                          • Figure 85: Attitudes towards leisure and the internet, by next most popular activities done online more than three months ago, April 2010
                                                                                                                          • Figure 86: Attitudes towards leisure and the internet, by other activities done online more than three months ago, April 2010
                                                                                                                          • Figure 87: Attitudes towards leisure and the internet, by leisure activities booked online in the past three months, April 2010
                                                                                                                          • Figure 88: Attitudes towards leisure and the internet, by most popular leisure activities booked online more than three months ago, April 2010
                                                                                                                          • Figure 89: Attitudes towards leisure and the internet, by next most popular leisure activities booked online more than three months ago, April 2010
                                                                                                                          • Figure 90: Attitudes towards leisure and the internet, by most popular attitudes towards leisure and the internet, April 2010
                                                                                                                          • Figure 91: Attitudes towards leisure and the internet, by next most popular attitudes towards leisure and the internet, April 2010
                                                                                                                          • Figure 92: Most popular attitudes towards leisure and the internet, by demographics, April 2010
                                                                                                                          • Figure 93: Next most popular attitudes towards leisure and the internet, by demographics, April 2010

                                                                                                                      Companies Covered

                                                                                                                      • Amazon.co.uk
                                                                                                                      • Apple Computer UK Ltd
                                                                                                                      • Arts Council England
                                                                                                                      • Bank of England
                                                                                                                      • Bebo Inc
                                                                                                                      • British Broadcasting Corporation (BBC)
                                                                                                                      • BT Group plc
                                                                                                                      • Carluccio's
                                                                                                                      • Coffee Republic Plc
                                                                                                                      • Electronic Arts Limited UK
                                                                                                                      • English Heritage
                                                                                                                      • Facebook, Inc.
                                                                                                                      • Flickr
                                                                                                                      • Freeview
                                                                                                                      • Gfk NOP
                                                                                                                      • Google UK
                                                                                                                      • Government Actuary's Department (GAD)
                                                                                                                      • Hewlett-Packard Ltd (UK)
                                                                                                                      • Hitwise Pty. Ltd.
                                                                                                                      • Kantar Media
                                                                                                                      • Ladbrokes Ltd
                                                                                                                      • Levi Strauss
                                                                                                                      • Linden Lab
                                                                                                                      • LOVEFiLM International Ltd
                                                                                                                      • Market & Opinion Research International (MORI)
                                                                                                                      • Museums, Libraries and Archives Council
                                                                                                                      • MySpace.com
                                                                                                                      • Netflix, Inc.
                                                                                                                      • Nintendo UK Entertainment Ltd
                                                                                                                      • Ofcom
                                                                                                                      • Paddy Power Plc
                                                                                                                      • Pizza Hut
                                                                                                                      • Research in Motion Uk Ltd.
                                                                                                                      • Royal Shakespeare Company
                                                                                                                      • Skype Technologies S.A.
                                                                                                                      • Spotify AB
                                                                                                                      • Ticketmaster
                                                                                                                      • Twitter, Inc.
                                                                                                                      • Virgin Group Ltd.
                                                                                                                      • Virgin Media Ltd
                                                                                                                      • Walt Disney Company, The
                                                                                                                      • William Hill
                                                                                                                      • YouTube, Inc.
                                                                                                                      • YouView TV Ltd

                                                                                                                      Online Leisure - UK - December 2010

                                                                                                                      £1,995.00 (Excl.Tax)