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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Leisure Time market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this Report

Definition of four types of social media users based on their posting frequency:

  • Heavy users: posting at least once per day and 4-6 times per week
  • Regular users: posting 1-3 times per week
  • Light users: posting 1-3 times per month
  • Inactive users: posting once every 3 months and once every 6 months or less.

What you need to know

Generally, consumers keep a good balance between work and leisure and are pleased with their recreational activities. Nonetheless, they do want to explore multiple functions relating to leisure products and services. Brands that advocate ‘lifestyle’ are on trend, driven by consumers’ desire to explore the unknown, uniqueness and humour and to share this on social media.

This Report begins by illustrating consumers’ overall attitudes towards leisure activities from satisfaction level, roles and expenses and then explores where they obtain the inspiration for activities as well as what kind of events are preferred by consumers. Next, we dive into the activities they participate in during holidays and the motivations that drive them to share their personal life online.

Expert analysis from a specialist in the field

Written by Scarlett Zhao , a leading analyst in the Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers nowadays pay attention to personal feelings and try to strike a work-life balance. They place emphasis on sensory and immersive experiences and explore multiple meanings through leisure products and services. Brands should provide opportunities for consumers to express their personalities even publicise their beliefs within brand contexts. What can be shared on social media and wow their social circle will serve as an extra bonus. Scarlett Zhao
Leisure Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The consumer
            • Relaxed but unique experience sought after by consumers
              • Figure 1: Attitudes towards leisure activities and expenses, March 2018
            • Centralized platforms used more often; customization and chatbots are spreading
              • Figure 2: Information source where consumers plan their leisure activities, March 2018
            • Desire for nature
              • Figure 3: Favourite variety show, March 2018
            • Less attention to traditional festivals (without day-off)
              • Figure 4: Activities done in different types of holidays, March 2018
            • Social media used as a channel to express personality
              • Figure 5: Social network usage frequency, March 2018
              • Figure 6: Factors for sharing personal life on social media, March 2018
              • Figure 7: Factors for not sharing personal life, March 2018
            • What we think
            • Issues and Insights

              • Cater to consumers’ sense of adventure
                • The facts
                  • The implications
                    • Figure 8: Asda score-cher
                  • Work and play can go hand-in-hand
                    • The facts
                      • The implications
                        • Figure 9: Outdoor co-working space, June 2018
                        • Figure 10: Unarmed snacking shelf
                      • Acquire knowledge over slotted time
                        • The facts
                          • The implications
                            • Figure 11: Herbal communitea hall
                        • The Consumer – What You Need to Know

                          • Most consumers happy with how they spend leisure time
                            • Centralized platforms more used as information source, while simplification may become the trend
                              • Chinese traditional festivals are less valued
                              • Attitudes towards Leisure Activities

                                • Multidimensional demand for leisure activities
                                  • Figure 12: Attitudes towards leisure time, March 2018
                                • Relaxation and connection are most wanted through leisure activities
                                  • Differentiation and individualism sought after by consumers
                                    • Figure 13: Attitudes towards trendy leisure activities and leisure expenses, March 2018
                                  • Work hard, play hard
                                    • Figure 14: Attitudes towards “the line between my work and leisure time is very clear”, March 2018
                                  • Young males tend cutting expenses
                                    • Figure 15: Attitudes towards “I would like to cut down expenses on leisure activities”, March 2018
                                • Information Source

                                  • Online travelling websites/apps play an important role in travel preparation
                                    • Figure 16: Information source where consumers plan their leisure activities, March 2018
                                  • Highly integrated websites/applications are popular; simplification may become the next step
                                    • Wechat more used than Weibo as information source
                                      • Figure 17: Search information through WeChat and Weibo, March 2018
                                  • Favourite Variety Show

                                    • Fun and relaxation are most desired through variety shows
                                      • Figure 18: Favourite variety show, March 2018
                                    • Embrace the nature
                                      • Figure 19: Proportion of consumers who favour ‘nature’ themed variety show, by selective demographics, March 2018
                                    • Star-power draws in young women
                                      • Figure 20: Selective favourite variety shows among women aged 20-24 as average, March 2018
                                  • Holidays Activities

                                    • Preferred activities in holidays
                                      • Figure 21: Activities done in different types of holiday, March 2018
                                    • Chinese festivals (without a day off) are paid less attention
                                      • Figure 22: Activities done in special days (without day-off), March 2018
                                      • Figure 23: Herborist facial skincare products
                                    • Experience is explored through leisure activities
                                      • Figure 24: Cha cha matcha pink cursive sign
                                  • Social Media Posting

                                    • Social network is essential to modern life
                                      • Figure 25: Social network usage frequency, March 2018
                                    • Profile of heavy social media users
                                      • Figure 26: Different frequency social network users, March 2018
                                  • Drivers and Barriers to Posting

                                    • Posting on social media is a way of self-expression and definition
                                      • Figure 27: Factors for sharing personal life on social media, March 2018
                                    • Nurturing bonds with others
                                      • Figure 28: Lululemon activity photo
                                    • Concerns over privacy leaking
                                      • Figure 29: Factors for not sharing personal life, March 2018
                                  • Meet the Mintropolitans

                                    • Over half of Mintropolitans are heavy posters
                                      • Figure 30: Different frequency social network users, by consumer classification, March 2018
                                    • Specialized information and knowledge are favoured by MinTs
                                      • Figure 31: Information source from specialized websites/applications, by consumer classification, March 2018
                                      • Figure 32: Affections towards skills and knowledge oriented variety show, by consumer classification, March 2018
                                    • Sports – A lifestyle badge of the MinTs
                                      • Figure 33: Sports activities during holiday, by consumer classification, March 2018
                                  • Appendix – Methodology and Abbreviations

                                    • Methodology
                                      • Abbreviations

                                      About the report

                                      This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                      • The Consumer

                                        What They Want. Why They Want It.

                                      • The Competitors

                                        Who’s Winning. How To Stay Ahead.

                                      • The Market

                                        Size, Segments, Shares And Forecasts: How It All Adds Up.

                                      • The Innovations

                                        New Ideas. New Products. New Potential.

                                      • The Opportunities

                                        Where The White Space Is. How To Make It Yours.

                                      • The Trends

                                        What’s Shaping Demand – Today And Tomorrow.

                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                      Description