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Family Entertainment - Canada - February 2018

Family entertainment activities need not be elaborate to be considered meaningful. The ‘life stage’ of families will impact the end-goals of parents: those with young children lean more towards activities that allow for mental, physical and social development. In contrast, those with older children prioritize activities that can contribute to bonding as a family. The decision-making process is a highly collaborative one with young children having significant pull. Monthly budgets dedicated towards family entertainment activities suggest a relatively conservative approach and that splurges are sparse. This Report examines the attitudes and behaviours towards family entertainment of Canadian consumers who have under-18s at home.

This report examines the following issues:

  • Family fun happens on a budget, splurges are rare
  • Kids have considerable pull at an early age
  • TV Time – is it really always a negative? Varying receptivity signals differing needs

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Family fun happens on a budget, splurges are rare
            • Figure 1: Monthly entertainment budget, November 2017
          • Kids have considerable pull at an early age
            • Figure 2: Children’s influence on choosing travel destinations and activities, by age of children, November 2017
          • TV Time – is it really always a negative? Varying receptivity signals differing needs
            • Figure 3: Time spent watching TV as a family, by age of children at home, November 2017
          • The opportunities
            • Sharing is caring – happiness is more visible than ever
              • Figure 4: Attitudes towards family entertainment, November 2017
            • And now, starring Dad!
              • Figure 5: Monthly entertainment budget, mothers vs fathers, November 2017
            • Board games are a winner with moms aged 35-54
              • Figure 6: Playing traditional games (not enough time), women aged 35-54 vs overall, November 2017
            • What it means
            • The Market – What You Need to Know

              • Household structures are changing
                • Time constraints are impacting parents
                  • Families are feeling the financial pinch
                  • Market Factors

                    • Household structures are becoming more diverse
                      • Share of couples with children growing slower than share of those without children
                        • Multigenerational and lone-parent households are on the rise
                          • Greater diversity in ethnic make-up
                            • Marketing efforts need to keep up with the times
                              • Parents are time-strapped
                                • The proportion of full-time working parents is growing
                                  • Fewer stay-at-home parents seen today – though a growing proportion are dads
                                    • Single-parent households also more likely to be working full-time
                                      • Greater time limits lead to a stronger focus on children as the priority
                                        • Opportunities to connect with parents – at least for a moment
                                          • Canadian families are feeling the financial pinch
                                            • Figure 7: How extra money is spent, parents with under-18s at home vs non-parents, January 2017
                                          • Ticket prices are on the rise and squeeze budgets
                                          • Key Players – What You Need to Know

                                            • In-person interactions are in style again: board games
                                              • Diversity in marketing campaigns matters
                                                • Opportunities exist to give dads a boost
                                                  • Winning moms over with cheap and cheerful offerings
                                                    • Everything is becoming more kid-friendly
                                                    • What’s Working?

                                                      • Traditional games are making a comeback
                                                        • Diversity in Canadian households takes centre stage
                                                          • Tim Hortons spotlights ethnocultural diversity
                                                            • Figure 8: Tim Hortons True Stories: Proud Fathers, March 2017
                                                          • IKEA spotlights inclusivity
                                                            • Figure 9: Wonderful World, September 2017
                                                          • Millennial dads are active contributors in childcare
                                                            • Marketers are making note of their emotional involvement
                                                              • Figure 10: Audi #DriveProgress Big Game Campaign: “Daughter”, February 2017
                                                              • Figure 11: Back to School Photo Traditions | HP Sprocket Printer, September 2017
                                                          • What’s a Challenge?

                                                            • Millennial fathers could use a boost in connecting with their kids
                                                              • Figure 12: Confidence in parenting skills (very confident), fathers aged 23-30 vs overall, October 2017
                                                            • Show how playtime is valuable bonding time
                                                              • Parents feel the financial pinch – particularly moms
                                                                • Figure 13: Importance of cost considerations when selecting entertainment for the family, by gender, November 2017
                                                              • All hope is not lost: moms may be more limited by costs, but not by heart
                                                                • Figure 14: ‘Requires my family to talk to each other’ as important when selecting entertainment for the family, women aged 35-54 vs overall, November 2017
                                                              • Creative positioning from clothing retailers can bring mothers and daughters together
                                                                • It’s official: gaming can be addictive
                                                                  • Figure 15: Too much time spent playing video games as a family, parents with boys aged 6-11 and 12-17 vs overall, November 2017
                                                              • What’s Next?

                                                                • Across categories, grown-up stuff is becoming more kid-friendly
                                                                  • Social media platforms for kids: Facebook and LEGO Life
                                                                    • Streaming services become more kid-focused: Netflix and Disney
                                                                      • Kid-size versions of grown-up menus: Panera
                                                                        • The travel industry gives exhausted parents a break: a focus on parents with toddlers
                                                                        • The Consumer – What You Need to Know

                                                                          • End-game goals affect value placed on family entertainment activities
                                                                            • Conservative budgets mean splurges are sparse
                                                                              • The best kind of family activities create memories
                                                                              • Family Activities

                                                                                • Families most likely to be spending time watching TV or eating out
                                                                                  • Figure 16: Family activities, November 2017
                                                                                • End-game goals affect value/concern placed on TV time
                                                                                  • Figure 17: Time spent watching TV as a family, by age of children at home, November 2017
                                                                                • Parents with young kids look to spark creativity and keep the children occupied
                                                                                  • TV time is bonding for parents with teens
                                                                                    • Affluence impacts activity choices
                                                                                      • Figure 18: Time spent dining out and going to the movies as a family, by household income, November 2017
                                                                                    • Attention: a night at the movies is aspirational – independent movie theatres stand to gain
                                                                                      • Grocery retailers are well positioned to take a bite into parents’ craving of eating out
                                                                                        • Play with me? Traditional games are popular (again)
                                                                                          • Gains to be had by targeting moms aged 35-54
                                                                                            • Figure 19: Playing traditional games (not enough time), women aged 35-54 vs overall, November 2017
                                                                                        • Monthly Family Entertainment Budget

                                                                                          • Budgets suggest family entertainment splurges are rare
                                                                                            • Figure 20: Monthly entertainment budget, November 2017
                                                                                          • Moms are more frugal, dads are bigger spenders
                                                                                            • Figure 21: Monthly entertainment budget, mothers vs fathers, November 2017
                                                                                          • Opportunities lie with bringing dads into the emotional mix
                                                                                            • Less affluent and younger parents have less to play with
                                                                                              • Figure 22: Price as a barrier to choosing family activities, by household income, November 2017
                                                                                              • Figure 23: Monthly entertainment budget, by age of children at home, November 2017
                                                                                            • Opportunities exist for retailers to get in the game with free (or cheap) play
                                                                                            • Approach to Family Entertainment Choices

                                                                                              • For the children, encouraging growth and development are key
                                                                                                • Figure 24: Factors considered when choosing activities, November 2017
                                                                                              • Learning more of a focus for parents of young children
                                                                                                • Figure 25: Development factors considered when choosing activities, by age of children, November 2017
                                                                                              • Sparking learning and imagination – in their words
                                                                                                • Good opportunities exist for brands to incorporate teachable moments
                                                                                                  • For the parents, it’s about creating memories
                                                                                                    • Figure 26: Attitudes towards family entertainment, November 2017
                                                                                                  • Digital memories prove happiness – ie success
                                                                                                  • Children’s Influence on Decision Making

                                                                                                    • Listen up! Children have considerable influence on activity choices
                                                                                                      • Figure 27: Children’s influence on decision-making, November 2017
                                                                                                    • Travel: Parents pick the destination, children pick the activities
                                                                                                      • Figure 28: Children’s influence on choosing travel destinations and activities, by age of children, November 2017
                                                                                                    • Motivate both parents and children by building FOMO into marketing efforts
                                                                                                      • Dining out: Moms more collaborative than dads when choosing venues
                                                                                                        • Figure 29: Children’s influence on dining out, moms vs dads, November 2017
                                                                                                      • Bring on the branding when targeting dads
                                                                                                        • TV and movie time is family bonding time
                                                                                                          • Figure 30: Children’s influence on choosing TV shows and movies, by age of children, November 2017
                                                                                                        • Quality bonding time is gained from watching TV and movies together – in their words
                                                                                                          • Opportunities to spotlight common interests: old things can look good to new eyes
                                                                                                              • Figure 31: Share Reel Love for Father's Day, June 2017
                                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                                            • Data sources
                                                                                                              • Consumer survey data
                                                                                                                • Consumer qualitative research
                                                                                                                  • Abbreviations and terms
                                                                                                                    • Abbreviations

                                                                                                                    Family Entertainment - Canada - February 2018

                                                                                                                    US $4,395.00 (Excl.Tax)