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Young Adult Leisure Trends - US - November 2009

Consumers 18-34 might be considered the core of the leisure market. The young adult demographic, with more leisure time and fewer familial responsibilities, are often opinion leaders and trendsetters who determine the success or failure of new entertainment options. This is particularly true when game-changing technologies are concerned.

In this report, Mintel takes a look at the attitudes of the 18-34 consumer segment toward leisure activities and what drives adoption of new trends. Analysis and insights offered include:

  • What are the key entertainment value propositions most desired by young adults
  • How social priorities change within the twenty-something decade
  • How household spending habits on entertainment has changed over the last five years
  • Which technologies are reshaping the leisure market and consumer expectations
  • How drastically leisure time per day changes with age
  • Which activities are seeing net increases in participation
  • Which online activities are most popular
  • How much of a challenge the internet poses to television

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Table of contents

  1. Scope and Themes

      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Young adults include more singles and are more ethnically diverse than older generations
                        • Leisure spend by 18-24s has grown faster than 25-34 year olds but is still much lower
                          • Box office and home video grow during recession
                            • Video games sales down due to high upfront costs
                              • Social interaction key to expanding gaming base
                                • 18-34s more likely to be spending more on dining out during recession
                                  • 18-34s still attend live sports games for social experience
                                    • 18-34s exercising more during recession and still going to the gym
                                      • Ads offer style, humor, and value appeal to 18-34s
                                        • Disruptive technologies that offer value are quickly adopted
                                          • Leisure time decreases until middle age, creating need for time efficiency
                                            • As discretionary spending is cut back, 18-24s become essential targets
                                              • Internet overtakes TV as primary entertainment source among 18-34s
                                                • 18-34s more likely to spend leisure time with friends
                                                  • Younger respondents more active online, though interests evolve with age
                                                    • Activities with guests evolve in the twenty-something decade
                                                    • Insights and Opportunities

                                                      • For ages 18-24: Focus on friends and inexpensive fun
                                                        • Figure 1: Attitudes of 18-24 year olds toward self image and shopping, April 2008-June 2009
                                                      • For ages 25-34: Focus on time deprivation
                                                        • Figure 2: Attitudes of 25-34 year olds toward shopping and leisure, April 2008-June 2009
                                                      • Market social interaction and convenience
                                                      • Inspire Insights

                                                          • The Next Media Revolution: A network of everything
                                                            • Augmented reality
                                                              • Implications for recorded entertainment: increased application of metadata to recorded entertainment
                                                                • Modern Urban Nomads
                                                                • Background Factors

                                                                  • Young adults more ethnically diverse
                                                                      • Figure 3: U.S. population share, by race/ethnicity, 2004-14
                                                                    • Income levels jump between 15-24 and 25-34 age groups
                                                                      • Figure 4: Distribution of personal income, by age, 2008
                                                                    • Married segment and family segment become significant in 25-34 age range
                                                                      • Figure 5: Marital status, by age, 2008
                                                                      • Figure 6: Households with children, by age of householder, 2008
                                                                  • Household Expenditures

                                                                    • Leisure spending among households headed by 18-24s grows faster
                                                                      • Figure 7: Annual leisure expenditures of households headed by 18-24-year-olds, 2004-08
                                                                      • Figure 8: Annual entertainment expenditures of households headed by 25-34-year-olds, 2004-08
                                                                      • Figure 9: Households by age of householder, 2008
                                                                      • Figure 10: Average annual entertainment expenditures as share of pre-tax income, 2003-07
                                                                    • 18-24 year olds move away from out-of-home entertainment
                                                                      • Figure 11: Annual leisure spend as share of income of 18-24 year old households, by category, 1998-2008
                                                                    • Spending of 25-34 year olds driven by AV equipment
                                                                      • Figure 12: Average annual leisure spend as share of income of 25-34 year old households, by category, 1998-2008
                                                                  • Recorded Entertainment

                                                                    • Box office and home video thrive during recession year
                                                                      • Home video service also gains
                                                                        • Music: DRM is a thing of the past
                                                                        • Video Games

                                                                          • Video games explode with new console launches
                                                                            • Game sales fall during recession
                                                                              • Emphasis on social aspects may expand consumer base
                                                                                • MMOs offer extreme escapism and socialization
                                                                                  • Newer MMO appeals to broader audience for social networking
                                                                                    • Mobile gaming widespread but mostly played in solitude
                                                                                      • Taking cues from gaming to other arenas
                                                                                      • Dining Out

                                                                                        • 18-34s more likely to be dining out during recession
                                                                                            • Figure 13: Reasons consumers eat out at casual restaurants, by age, July 2009
                                                                                          • Promotions should appeal to dates or socializing friends
                                                                                            • Convenience also key to repeat 18-34 customers
                                                                                            • Sports and Exercise

                                                                                              • Sports viewing more convenient via streaming and mobile technology
                                                                                                • Live sports attendance losing to HDTV but finds strength among 18-34s
                                                                                                  • Health clubs most likely used by 18-34s
                                                                                                    • Figure 14: Health club membership status, by age, March 2009
                                                                                                  • Friends and convenience attract membership
                                                                                                      • Figure 15: Attitudes toward health and fitness clubs, by age, March 2009
                                                                                                    • Wii fitness titles combine convenience and video game fun
                                                                                                    • Television Advertising

                                                                                                      • Offbeat humor
                                                                                                        • Figure 16: Hulu.com—Seth MacFarlane, March 2009
                                                                                                        • Figure 17: NBA—Rip Hamilton, January 2009
                                                                                                      • Nike chooses style over product claims
                                                                                                        • Figure 18: Nike—Delicious Training, August 2009
                                                                                                      • Convenience and utility make strong marketing messages
                                                                                                        • Figure 19: Netflix—Shipping Center, July 2009
                                                                                                        • Figure 20: Apple—iPhone 3G apps, May 2009
                                                                                                      • Celebrities carry greatest impact with younger consumers
                                                                                                          • Figure 21: Attitudes toward celebrity endorsements, by age, June 2009
                                                                                                      • Disruptive Innovations

                                                                                                        • Introduction
                                                                                                          • Smartphones become even smarter
                                                                                                            • Third-party applications
                                                                                                              • Convergence of TV and internet
                                                                                                              • Leisure Time Available

                                                                                                                • Leisure time decreases until middle age, creating need for efficiency
                                                                                                                  • Figure 22: Leisure time available, by age and gender, August 2009
                                                                                                              • Leisure Time and Hobbies

                                                                                                                • As discretionary spending is cut, 18-24s become more essential
                                                                                                                  • Figure 23: Change in leisure activities from last year, by age, August 2009
                                                                                                                • Men under 35 less likely to cut back than women
                                                                                                                  • Figure 24: Change in leisure activities from last year, by age and gender, August 2009
                                                                                                              • Attitudes toward Television and the Internet

                                                                                                                • Respondents under 35 say internet primary source of entertainment
                                                                                                                    • Figure 25: Attitudes toward television and the internet, by gender, June 2009
                                                                                                                • Attitudes toward Friends and Family

                                                                                                                  • 18-34s more likely to spend leisure time with friends
                                                                                                                    • Figure 26: Attitudes toward friends and family, by age, August 2009
                                                                                                                  • Women more family and home-oriented
                                                                                                                    • Figure 27: Attitudes toward friends and family, by age and gender, August 2009
                                                                                                                • Online Activities

                                                                                                                  • Younger respondents more active online, though interests evolve with age
                                                                                                                    • Figure 28: Online leisure activities, by age, August 2009
                                                                                                                  • Men under 35 more likely to download
                                                                                                                    • Figure 29: Online leisure activities, by age and gender, August 2009
                                                                                                                • Ownership of Leisure Equipment

                                                                                                                  • 25-34 demographic key for newer home theater technologies
                                                                                                                    • Figure 30: Ownership of leisure equipment, by age, August 2009
                                                                                                                • Entertaining Guests

                                                                                                                  • 18-34s more likely to invite friends to their home
                                                                                                                    • Figure 31: Frequency of entertaining guests, by age, August 2009
                                                                                                                  • Activities with guests evolve in the twenty-something decade
                                                                                                                    • Figure 32: Activities when entertaining guests, by age, August 2009
                                                                                                                • Cluster Analysis

                                                                                                                    • Leisure reducers
                                                                                                                      • Characteristics:
                                                                                                                        • Opportunity
                                                                                                                          • Unchanged relaxers
                                                                                                                            • Characteristics:
                                                                                                                              • Opportunity
                                                                                                                                • Leisure activists
                                                                                                                                  • Characteristics:
                                                                                                                                    • Opportunity
                                                                                                                                      • Characteristic tables:
                                                                                                                                        • Figure 33: Young adult leisure clusters, August 2009
                                                                                                                                        • Figure 34: Leisure time available, by young adult leisure clusters, August 2009
                                                                                                                                        • Figure 35: Change in leisure activities from last year, by young adult leisure clusters, August 2009
                                                                                                                                        • Figure 36: Online leisure activities, by young adult leisure clusters, August 2009
                                                                                                                                        • Figure 37: Attitudes toward friends and family, by young adult leisure clusters, August 2009
                                                                                                                                        • Figure 38: Ownership of leisure equipment, by young adult leisure clusters, August 2009
                                                                                                                                        • Figure 39: Frequency of entertaining guests, by young adult leisure clusters, August 2009
                                                                                                                                      • Demographic tables:
                                                                                                                                        • Figure 40: Young adult leisure clusters, by gender, August 2009
                                                                                                                                        • Figure 41: Young adult leisure clusters, by age group, August 2009
                                                                                                                                        • Figure 42: Young adult leisure clusters, by household income group, August 2009
                                                                                                                                        • Figure 43: Young adult leisure clusters, by race, August 2009
                                                                                                                                        • Figure 44: Young adult leisure clusters, by Hispanic origin, August 2009
                                                                                                                                      • Cluster methodology:
                                                                                                                                      • Appendix: CES Definition for Entertainment Expenses

                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          • Amazon North America
                                                                                                                                          • Apple, Inc
                                                                                                                                          • Applebee's International Inc.
                                                                                                                                          • Blizzard Entertainment
                                                                                                                                          • Blockbuster USA
                                                                                                                                          • Brinker International Inc.
                                                                                                                                          • Coca-Cola Company (The) (USA)
                                                                                                                                          • Consumer Electronics Association
                                                                                                                                          • Darden Restaurants Inc.
                                                                                                                                          • Digital Media Association (DiMA)
                                                                                                                                          • Electronic Arts, Inc
                                                                                                                                          • Entertainment Merchants Association
                                                                                                                                          • Future of Music Coalition (FMC)
                                                                                                                                          • Google, Inc.
                                                                                                                                          • Greenfield Online
                                                                                                                                          • Hasbro Inc
                                                                                                                                          • Internet Society International (ISOC)
                                                                                                                                          • Legendary Pictures
                                                                                                                                          • Mattel Inc.
                                                                                                                                          • Microsoft USA
                                                                                                                                          • Motorola Mobility Holdings
                                                                                                                                          • Napster Inc.
                                                                                                                                          • National Basketball Association
                                                                                                                                          • National Cable Television Association (NCTA)
                                                                                                                                          • National Football League Inc.
                                                                                                                                          • National Music Publishers’ Association (NMPA)
                                                                                                                                          • Netflix, Inc.
                                                                                                                                          • Nike
                                                                                                                                          • Nintendo of America Inc.
                                                                                                                                          • Nokia Corporation (US)
                                                                                                                                          • P.F. Chang's China Bistro Inc.
                                                                                                                                          • Panera Bread Company
                                                                                                                                          • Patina Restaurant Group LLC
                                                                                                                                          • Picasa
                                                                                                                                          • Professional Golfers Association
                                                                                                                                          • Recording Industry Association of America [RIAA]
                                                                                                                                          • Research In Motion (USA)
                                                                                                                                          • Sony Corporation of America
                                                                                                                                          • The National Cable and Telecommunications Association
                                                                                                                                          • TiVo Inc
                                                                                                                                          • Twitter, Inc.
                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                          • Universal Pictures
                                                                                                                                          • Video Software Dealers Association
                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                          • Walt Disney Company, The
                                                                                                                                          • YouTube, Inc.

                                                                                                                                          Young Adult Leisure Trends - US - November 2009

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