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Leisure Time - US - October 2019

"Consumers are working to make their free time as meaningful as they possibly can. The easiest path to that is through comforting activities, but brands can help encourage people to get out of their comfort zones. Everyone’s trying to find their tribe, and leisure activities that can bring people together can stand out from activities that are relaxing but also somewhat isolating."
- John Poelking, Leisure & Media Analyst

This Report will cover the following areas:

  • Media takes over time spent at home
  • Free time is for comfort
  • Time to try something new

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Figure 1: Expected US consumer expenditure growth, by category, 2018-23
        • Top takeaways
          • Key consumer trends
            • Media takes over time spent at home
              • Figure 2: Preference of in-home leisure activities, August 2019
            • Free time is for comfort
              • Figure 3: Opportunities with more free time, August 2019
            • Finding a healthy work/life balance
              • Figure 4: Attitudes toward work/life balance, August 2019
            • Time to try something new
              • Figure 5: Interest in emerging activities, August 2019
            • What it means
            • The Market – What You Need to Know

              • Leisure spending outpaces the average
                • Demographic trends show shifting leisure priorities
                • The Leisure and Entertainment Market

                  • Leisure market expecting steady growth over next five years
                      • Figure 6: Expected US consumer expenditure growth, by category, 2018-23
                    • Entertainment one of the top priorities with extra cash
                      • Figure 7: How extra money is spent, February 2019
                    • One fifth of the day dedicated to free time
                      • Figure 8: Time spent in primary activities as share of total day, 2018
                  • Demographic Indicators

                    • Millennials, Boomers carry clout in numbers
                      • Figure 9: Share of population, by generation, 2019
                    • A multicultural US
                      • Figure 10: Population, by race and Hispanic origin, 2014-24
                    • All the single ladies later in life
                      • Figure 11: Share of unmarried women and men, by age, 2018
                  • Key Trends – What You Need to Know

                      • Amplifying community in a changing leisure market
                        • Shaking up the routine
                        • Trends Helping the Leisure Market

                            • Challenge Accepted
                              • The trend
                                • The implications
                                  • Brand examples
                                    • Make It Mine
                                      • The trend
                                        • The implications
                                          • Brand examples
                                            • Serving the Underserved
                                              • The trend
                                                • The implications
                                                  • Brand examples
                                                    • Alternative Realities
                                                      • The trend
                                                        • The implications
                                                          • Brand examples
                                                            • In the Know
                                                              • The trend
                                                                • The implications
                                                                  • Brand examples
                                                                  • Trends Challenging the Leisure Market

                                                                      • Social Isolation
                                                                        • The trend
                                                                          • The implications
                                                                            • Brand examples
                                                                              • Never Say Die
                                                                                • The trend
                                                                                  • The implications
                                                                                    • Brand examples
                                                                                      • On Display
                                                                                        • The trend
                                                                                          • The implications
                                                                                            • Brand examples
                                                                                            • The Consumer – What You Need to Know

                                                                                              • Media monopolizes the in-home market
                                                                                                • Routine can define free time away from the home
                                                                                                  • Experiential activities garner high potential
                                                                                                    • Seeking comfort in a complicated world
                                                                                                      • A good value goes a long way
                                                                                                        • Most consumers feel as if they have a healthy work/life balance
                                                                                                          • Changing free time in the digital world
                                                                                                            • Culture and community integral to LGBTQ+ social lives
                                                                                                            • In-Home Leisure

                                                                                                              • Media makes consumers the happiest at home
                                                                                                                • TV taking the most oxygen
                                                                                                                  • Reading and music positioned as a relaxing alternative
                                                                                                                    • Figure 12: Preference of in-home leisure activities, August 2019
                                                                                                                  • Gender gap marks distinct at-home preferences
                                                                                                                    • Figure 13: Preference of in-home leisure activities, by gender, August 2019
                                                                                                                  • Older adults stick with older media
                                                                                                                    • Figure 14: Preference of in-home leisure activities – Select items, by age, August 2019
                                                                                                                  • The married life shifts at-home preferences
                                                                                                                    • Figure 15: Preference of in-home leisure activities – Select items, by marriage status, August 2019
                                                                                                                • Out-of-Home Leisure

                                                                                                                  • Casual activities make for most fun nights out
                                                                                                                    • Figure 16: Preference of out-of-home leisure activities, August 2019
                                                                                                                  • Stay swoll bro!
                                                                                                                    • Figure 17: Preference of out-of-home leisure activities, by gender, August 2019
                                                                                                                  • Lifestage shifts priorities
                                                                                                                    • Figure 18: Preference of out-of-home leisure activities, by age, August 2019
                                                                                                                  • Singles looking to mingle
                                                                                                                    • Figure 19: Preference of out-of-home leisure activities, by marital status, August 2019
                                                                                                                • Interest in Emerging Activities

                                                                                                                  • Opportunities in immersive experiences
                                                                                                                    • Figure 20: Interest in emerging activities – Dedicated sites, August 2019
                                                                                                                  • Pop-ups pop in experience-driven market
                                                                                                                    • Figure 21: Interest in emerging activities – Pop-ups, August 2019
                                                                                                                  • VR getting traction in the home
                                                                                                                    • Figure 22: Interest in emerging activities – Virtual reality, August 2019
                                                                                                                  • Consumers looking to educate themselves
                                                                                                                    • Figure 23: Interest in emerging activities – Education and workouts, August 2019
                                                                                                                • Leisure Time Preferences

                                                                                                                  • Home is where the heart is
                                                                                                                    • Figure 24: Attitudes toward time at home, August 2019
                                                                                                                  • Relaxation means more than chores
                                                                                                                    • Figure 25: Opportunities with more free time – Relaxation vs productivity, August 2019
                                                                                                                  • Free time is for comfort
                                                                                                                    • Figure 26: Opportunities with more free time – Comfort vs adventure, August 2019
                                                                                                                  • Family time more important than friends
                                                                                                                    • Figure 27: Opportunities with more free time – Family vs friends, August 2019
                                                                                                                • Reasons to Try New Things

                                                                                                                  • Value works best as an incentive
                                                                                                                    • Figure 28: TURF analysis – Reasons to try new things, August 2019
                                                                                                                  • Kids are key influencers
                                                                                                                    • Figure 29: Who to try new things with, August 2019
                                                                                                                  • Social media incentivizes some to try new things
                                                                                                                      • Figure 30: Social media to try new things, by key demographics, August 2019
                                                                                                                  • Work/Life Balance

                                                                                                                    • There’s enough disconnection to walk away from work
                                                                                                                      • Figure 31: Attitudes toward work/life balance, August 2019
                                                                                                                    • Young men can’t turn off work brain
                                                                                                                      • Figure 32: Attitudes toward work/life balance, by gender and age, August 2019
                                                                                                                    • Workers looking for chances to be more productive
                                                                                                                      • Figure 33: Opportunities with more free time – Work/life balance, by employment status, August 2019
                                                                                                                    • Planning can be part of the fun
                                                                                                                      • Figure 34: Attitudes toward leisure time preparation, August 2019
                                                                                                                  • How Free Time has Changed

                                                                                                                    • Preferences, availability change with time
                                                                                                                      • Figure 35: How free time has changed, August 2019
                                                                                                                    • Phones are rude but necessary
                                                                                                                      • Figure 36: Attitudes toward phones and free time, August 2019
                                                                                                                  • Leisure Time and the LGBTQ+ Consumer

                                                                                                                    • LGBTQ+ consumers prioritize different activities
                                                                                                                        • Figure 37: Preference of in-home and out-of-home leisure activities, by sexual orientation, August 2019
                                                                                                                      • Always willing to try new things
                                                                                                                        • Figure 38: Interest in emerging activities, by sexual orientation, August 2019
                                                                                                                      • Friends, productivity important to free time
                                                                                                                          • Figure 39: Opportunities with more free time – Socializing and productivity, by sexual orientation, August 2019
                                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                                        • Data sources
                                                                                                                          • Sales data
                                                                                                                            • Consumer survey data
                                                                                                                              • Abbreviations and terms
                                                                                                                                • Abbreviations
                                                                                                                                  • Terms
                                                                                                                                  • Appendix – The Market

                                                                                                                                      • Figure 40: Total US sales and forecast of market, at current prices, 2013-23
                                                                                                                                      • Figure 41: Average hours per day spent on leisure activities, by key demographics, 2018
                                                                                                                                  • Appendix – TURF Analysis

                                                                                                                                    • Methodology
                                                                                                                                    • Appendix – The Consumer

                                                                                                                                        • Figure 42: Attitudes toward leisure time, October 2017-November 2018
                                                                                                                                        • Figure 43: Leisure activity participation, October 2017-November 2018

                                                                                                                                    Leisure Time - US - October 2019

                                                                                                                                    £3,435.47 (Excl.Tax)