2020
0
Impact of COVID-19 on Consumers’ Leisure Time – China – August 2020
2020-08-27T15:49:02+01:00
OX990428
3695
123166
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Report
en_GB
“COVID-19 hit more severely the out-of-home leisure segment than the in-home. In the near future, in-home leisure which includes many online activities will drive the sector’s recovery. The out-of-home segment,…

Impact of COVID-19 on Consumers’ Leisure Time – China – August 2020

£ 3,695 (Excl.Tax)

Report Summary

“COVID-19 hit more severely the out-of-home leisure segment than the in-home. In the near future, in-home leisure which includes many online activities will drive the sector’s recovery. The out-of-home segment, particularly entertainment activities, will find it difficult to return to pre-outbreak consumption levels. This is due to consumers’ prudence in leisure spending, and changing preferences towards leisure content and delivery format.
Leisure players and in particular offline entertainment operators need to adapt their market strategies to sustain in the long term. Capturing consumers’ passion for self-improvement in leisure time can inspire a reorientation of brand image, product proposition and consumer communication. The rising attention to responsible consumption will help players – especially those offering premium leisure services – target mature high earners and justify the value of their offerings.”

– Saskia Zhao, Senior Research Analyst

This report will look at the following areas:

  • Overview and future outlook of the leisure market post-outbreak
  • Key leisure trends and opportunities to watch for sector’s recovery
  • Consumers’ attitudes and preferences toward in-home and out-of-home leisure
  • Consumer preference between online (eg live streaming) and offline delivery of leisure activities
  • Motivations of attending leisure activities

Table of Contents

  1. Overview

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

          • Shifts in consumers’ attitudes and behaviours
            • Recovery of confidence in leisure spending takes longer time
              • Leisure time will be reduced given higher priority to career
                • Prefer in-home leisure over out-of-home
                  • Pure entertainment will be deprioritised
                    • Preferred delivery format of leisure activities will change
                      • Figure 1: Preferred ways to consume different leisure activities after COVID-19, online VS offline, July 2020
                    • Impact on the market and the future outlook
                      • Figure 2: Summary of impact of COVID-19 on in-home and out-of-home leisure
                    • The consumer
                      • More time on self-improvement and parenting
                        • Figure 3: In-home leisure time allocation after the COVID-19 outbreak, May 2020
                      • Fitness and learning outweigh other options in out-of-home leisure time
                        • Figure 4: Out-of-home leisure time allocation, May 2020
                      • Three factors motivate consumers to learn during leisure time
                        • Figure 5: Reasons for learning knowledge and skills in leisure time, May 2020
                      • Priority of ethical consumption surges when choosing in-city leisure venues
                        • Figure 6: Consideration factors for in-city leisure venue, May 2020
                      • Family trips on the rise, whilst solo travel becomes more niche
                        • Figure 7: Desired travel companions after COVID-19, May 2020
                      • Activities that benefit their career and help them feel ethical appeal to consumers
                        • Figure 8: Attitudes toward Leisure Activities – leisure budget, May 2020
                      • What we think
                      • Issues and Insights

                        • How offline entertainment adapts and survives post-outbreak
                          • The facts
                            • The implications
                              • Capture the learning and self-accomplishment trend within and even beyond the leisure market
                                • The facts
                                  • The implications
                                      • Figure 9: Yuan Shi Mu Yu introduces wood furniture knowledge to consumers on Tmall brand official store, 2020
                                    • Feeling ethically good is the new differential
                                      • The facts
                                        • The implications
                                            • Figure 10: KFC in collaboration with Ant Forest
                                            • Figure 11: Mindfully Made by David Jones
                                        • The Market – What You Need to Know

                                          • Long-time cautious leisure spending and life priorities more work focused
                                            • Shifts in leisure preferences: time allocation, content and delivery format
                                              • Leisure trends to watch post-outbreak
                                                • Leisure operators adapt to the changes
                                                  • Future outlook
                                                  • Impact on the Market

                                                    • Online delivery of traditionally offline cultural activities
                                                      • Figure 12: Museum live stream landing page on TikTok, 2020
                                                    • Leading video-streaming platform expands to online sports
                                                      • Responding to consumers’ desire for learning
                                                        • Figure 13: Knowledge category launched by bilibili, 2020
                                                        • Figure 14: Mini courses launched by the Palace Museum for children, 2020
                                                      • Cinemas come back slowly
                                                          • Figure 15: Shanghai International Film Festival, 25 July – 2 August 2020
                                                      • Shifts in Consumers’ Attitudes and Behaviours

                                                        • Impact of COVID-19 on consumer finance and lifestyle
                                                          • Consumers will be cautious about leisure spending for a long time
                                                              • Figure 16: Consumers’ financial status since the outbreak of COVID-19, March, May and July, 2020
                                                            • Young people prioritise work over leisure
                                                              • Figure 17: Consumers’ attitude toward impact of COVID-19 on career, by age, 2 July 2020
                                                            • Attention to hygiene will change ways of enjoying leisure activities
                                                                • Figure 18: Worries about the risks of exposure to COVID-19, 5 March and 2 July 2020
                                                              • Impact of COVID-19 on consumers’ leisure preferences
                                                                • More time for in-home leisure activities
                                                                  • Pure out-of-home entertainment gets lower priority
                                                                    • Preferred delivery format of leisure content will change
                                                                      • Figure 19: Preferred ways to consume different leisure activities after COVID-19, online VS offline, July 2020
                                                                  • Future Outlook

                                                                    • How leisure trends will evolve in the post-outbreak world
                                                                      • Meaningful leisure time that powers consumers’ personal achievement
                                                                        • Consume responsibly and feel ethically good: a new angle to decode leisure experiences
                                                                            • Figure 20: Changes in priority given to the environment since the outbreak of coronavirus, 2 July 2020
                                                                          • Satisfying the need for personal connection through leisure activities
                                                                            • Leisure market outlook
                                                                                • Figure 21: Summary of impact of COVID-19 on in-home and out-of-home leisure
                                                                            • The Consumer – What You Need to Know

                                                                              • Consumers are prudent about leisure spending
                                                                                • Prefer spending leisure time at home rather than outside the home
                                                                                  • Learning knowledge and skills are the most preferred leisure choice both in and out of home after the COVID-19 outbreak
                                                                                    • Feeling ethically good gains importance
                                                                                      • Family and friend relationships are highly valued
                                                                                      • In-Home Leisure Time Allocation

                                                                                        • More in-home leisure time invested on self-improvement and parenting
                                                                                          • Figure 22: In-home leisure time allocation after COVID-19, May 2020
                                                                                        • Young consumers want meaningful in-home leisure through learning
                                                                                          • Figure 23: In-home leisure activities which late teens/early 20s want to spend more time on after COVID-19, May 2020
                                                                                          • Figure 24: In-home leisure time allocation of selected activities – spend more time, by age, May 2020
                                                                                        • In-home fitness will boom post-outbreak
                                                                                          • Figure 25: Sports and exercise time allocation after COVID-19: at home vs out of home, May 2020
                                                                                          • Figure 26: Spend more time on in-home fitness after COVID-19, by demographic, May 2020
                                                                                        • In-home cooking will see opportunities with early 20s consumers
                                                                                          • Figure 27: Dining habit before the outbreak of COVID-19, September 2019 (left) and May 2019 (right)
                                                                                          • Figure 28: Spend more time on in-home cooking/baking after COVID-19, by demographic, May 2020
                                                                                        • Key gaming consumers are still young people aged 18-24 post-outbreak
                                                                                          • Figure 29: Leisure time allocation on gaming, before and after COVID-19, August 2019 (before COVID-19), May 2020 (after COVID-19)
                                                                                          • Figure 30: Leisure time allocation after COVID-19 – playing video games at home, by age, May 2020
                                                                                      • Out-of-Home Leisure Time Allocation

                                                                                        • Learning and health prioritised in out-of-home leisure time
                                                                                          • Figure 31: Out-of-home leisure time allocation, May 2020
                                                                                          • Figure 32: In-home vs Out-of-home time allocation, May 2020
                                                                                        • Young people value learning opportunities more than entertainment
                                                                                          • Figure 33: Spend more out-of-home leisure time on learning knowledge or skills, by age, May 2020
                                                                                        • Cinemas will lead in-city leisure recovery by targeting late teens/early 20s in tier one cities
                                                                                          • Figure 34: Out-of-home leisure time allocation – going to the cinema, before vs after COVID-19, August 2019 (left), May 2020 (right)
                                                                                          • Figure 35: Out-of-home leisure time allocation – going to the cinema after COVID-19, by city tier, May 2020
                                                                                          • Figure 36: Spend more time on going to the cinema after COVID-19, by age, May 2020
                                                                                        • High-income families with children will be first to resume outbound travel
                                                                                          • Figure 37: Spend more time on outbound travel, by demographic, May 2020
                                                                                          • Figure 38: Potential outbound travellers’ attitudes toward travel budget, May 2020
                                                                                        • Young families and high-income singletons show more interest in domestic travel
                                                                                          • Figure 39: Spend more time on domestic travel, by demographic, May 2020
                                                                                      • Drivers for Learning Knowledge and Skills in Leisure Time

                                                                                        • Three factors behind the passion for learning during leisure time
                                                                                            • Figure 40: Reasons for learning knowledge and skills in leisure time, May 2020
                                                                                          • Young people are more encouraged by career-related learning activities
                                                                                            • Figure 41: Selected reasons for learning knowledge or skills in leisure time, by age, May 2020
                                                                                          • Respond to parents’ need for support in helping children learn academic knowledge
                                                                                            • Figure 42: Top five reasons for taking part in learning activities in leisure time among parent consumers, May 2020
                                                                                            • Figure 43: Parenting motivations of learning knowledge or skills in leisure time among parent consumers, by children’s age, May 2020
                                                                                            • Figure 44: Parenting motivations of learning knowledge or skills in leisure time among parent consumers, by parents’ education level, May 2020
                                                                                        • Factors for Choosing In-City Leisure Venue

                                                                                          • Hygiene and sustainability on the rise
                                                                                            • Figure 45: Consideration factors for in-city leisure venues, May 2020
                                                                                          • Socially responsible venues will attract mature high-income consumers
                                                                                            • Figure 46: Consideration factors for in-city leisure venues – supporting environmental protection*, May 2020
                                                                                            • Figure 47: Attitude toward leisure activities, consumers who prioritise sustainability when choosing leisure venues vs those who do not, May 2020
                                                                                        • Travel Companions

                                                                                          • Family trips remain popular, whilst solo travel becomes even more niche
                                                                                            • Figure 48: Desired travel companions after COVID-19, May 2020
                                                                                            • Figure 49: Travel companions before COVID-19, November 2017 (left and right)
                                                                                          • Market “happy time with friends” to late teen/early 20s travellers
                                                                                            • Figure 50: Desired travel companions after COVID-19, late teens/early 20s vs older consumers, May 2020
                                                                                        • Attitudes toward Leisure Activities

                                                                                          • Consumers stay prudent while being interested in career-benefiting and feel-good activities
                                                                                            • Figure 51: Attitudes toward Leisure Activities – leisure budget, May 2020
                                                                                            • Figure 52: Attitudes toward Leisure Activities – benefit of leisure activities, May 2020
                                                                                            • Figure 53: Attitudes toward Leisure Activities – leisure time and positive impact on surroundings, May 2020
                                                                                          • Changing priorities in leisure time after the outbreak
                                                                                            • More conservative toward leisure spending
                                                                                              • Figure 54: Comparison of attitudes toward leisure spending, before vs after COVID-19, March 2018 and May 2020
                                                                                            • Helping career development gains rising importance
                                                                                              • Figure 55: Comparison of attitudes toward benefiting career development, before vs after COVID-19, March 2018 and May 2020
                                                                                            • Enhancing relationships still important
                                                                                              • Figure 56: Comparison of attitudes toward family/friend relationship in leisure time, before vs after COVID-19, March 2018 and May 2020
                                                                                            • Trading relaxation time for work
                                                                                              • Figure 57: Comparison of attitudes toward relaxation in leisure time, before vs after COVID-19, March 2018 and May 2020
                                                                                            • Budget control matters more to 18-24s
                                                                                              • Figure 58: Attitude toward leisure spending, by age, May 2020
                                                                                              • Figure 59: Attitudes toward leisure budget control after COVID-19 – big-ticket vs small-ticket spending, by age, May 2020
                                                                                          • Meet the Mintropolitans

                                                                                            • MinTs willing to spend more time on leisure both in and outside the home
                                                                                              • Figure 60: In-home leisure activities which consumers would like to spend more time on, by consumer classification, May 2020
                                                                                              • Figure 61: Out-of-home leisure activities which consumers would like to spend more time on, by consumer classification, May 2020
                                                                                            • Big family trips find potential consumers among MinTs
                                                                                              • Figure 62: Desired travel companions after COVID-19, by consumer classification, May 2020
                                                                                            • In-city leisure venues can feature sustainability to target MinTs
                                                                                              • Figure 63: Consideration factors for in-city leisure venue, by consumer classification, May 2020
                                                                                            • Responding to MinTs’ need to feel ethically good in leisure time
                                                                                              • Figure 64: Attitudes toward leisure activities – selected statements, by consumer classification, May 2020
                                                                                              • Figure 65: Mintropolitans’ attitudes toward leisure activities – selected statements, by age, May 2020
                                                                                          • Appendix – Methodology and Abbreviations

                                                                                            • Methodology
                                                                                              • Abbreviations

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