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The Night In - Ireland - April 2019

Covered in this report

This report examines the leisure activities undertaken by Irish consumers during their evenings – both during weekdays and at the weekend – while at home. All activities that are done outside the home (ie visiting the pub, cinema, etc) are not examined in this Report. Activities covered in this Report include:

  • Watching TV/movies both on live TV and streaming services
  • Playing games (including board games and video/PC games)
  • Hosting parties (including dinner parties)
  • Online activities (including shopping for leisure, gambling, etc)
  • Drinking with friends or relatives
  • Spending time with friends or family.

    Please note that a Market Size and Forecast section for this report is not included.

    “Watching TV – both live and streamed are key night-in activities among Irish consumers in 2019, and with consumers seeking to cut back on out-of-home leisure spending, this might see increased usage of TV, gaming and other in-home activities moving forward.”
    – Brian O’Connor, Senior Consumer Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • Market factors
            • As night-out activities increase in cost, a night in is appealing
              • NI consumers more likely to predict financial troubles for themselves in 2019
                • Longer work hours could drive need for relaxation
                  • Consumers shopping online at home for leisure
                    • Streaming continuing to find favour with Irish consumers
                      • Drinking in-home continues apace
                        • Innovations
                          • The consumer
                            • TV key weeknight activity
                              • Figure 1: Types of activities that consumers have done/taken part in during the last three months, on a weeknight, NI and RoI, January 2019
                            • Drinking with friends more likely at the weekend
                              • Figure 2: Types of activities that consumers have done/taken part in during the last three months, on a weekend night, NI and RoI, January 2019
                            • Winter sees Irish consumers stay in for the night more often
                              • Figure 3: Agreement with statements relating to the night in, NI and RoI, January 2019
                          • The Market – What You Need to Know

                            • Costs of out-of-home entertainment continue to increase
                              • NI consumers’ dim view of the future might see them spend more time at home
                                • Increased work hours in both NI and RoI
                                  • Online sales boosted by at-home shopping for leisure trend
                                    • Streaming on track to overtake live TV
                                      • Drinking in-home continues apace
                                      • Market Drivers

                                        • Costs of out-of-home entertainment continue to increase
                                          • Figure 4: Consumer Price Index for selected out-of-home leisure spending, RoI, 2015-18
                                          • Figure 5: Consumer Price Index for selected out-of-home leisure spending, UK (including NI), 2015-18
                                        • NI economic pessimism may see more leisure time spent at home
                                          • Figure 6: How consumers expect their personal financial situation to change in the next 12 months, NI, April 2017-December 2018
                                          • Figure 7: How consumers expect their personal financial situation to change in the next 12 months, RoI, April 2017-December 2018
                                        • Leisure time eroded by increased working hours in RoI and NI
                                          • Figure 8: Average working hours per week, RoI, Q1 2014-Q1 2017
                                          • Figure 9: Average working hours per week, NI, 2013-18
                                          • Figure 10: Leisure time spent alone and with others per day, by gender and age group, UK (including NI), 2015
                                        • Retail therapy enjoyed while at home will boost online sales
                                          • Figure 11: Indexed estimated online and mobile retail expenditure, NI, and RoI, 2014-24
                                          • Figure 12: Usage of devices to shop online while at home in the last three months, NI and RoI, December 2018
                                        • Streaming on track to over-take live TV
                                          • Figure 13: Video consumption, UK (including NI), 2016 and 2017
                                          • Figure 14: Methods used to watch TV in the last month, NI and RoI, June 2018
                                          • Figure 15: Indexed estimated total value of the media streaming market, NI and RoI, 2013-23
                                        • Trend for in-home drinking continues
                                          • Figure 16: Indexed total estimated on-trade vs. off-trade beer sales, by value, IoI, 2013-23
                                          • Figure 17: Selected occasions for drinking at home vs. pub/bar, NI and RoI, 2018*
                                      • Innovations – What You Need to Know

                                        • Relaxation products needed to cater for increasingly house-bound consumers
                                          • Consumers are seeking different options for night-in cooking
                                            • Night-in streaming services place further pressure on broadband requirements
                                            • Who’s Innovating?

                                                • More meal kits launching to cater to different night-in meal options
                                                  • Figure 18: New meal kit product launches, UK and Ireland, 2014-19
                                                • Social media claims grow as meal kits focus on speed and ease of use
                                                  • Figure 19: Claims analysis of new meal kit products launched, UK and Ireland, 2014-19
                                                • Consumers aiming for relaxation as theme for nights in
                                                  • Figure 20: Number of new beauty and personal care products launched using ‘relaxation’ in the description, by sub-category, UK and Ireland, 2014-19
                                                • Night-in drinks should deliver on experience
                                                  • Figure 21: Top 10 New alcohol products launched, by sub-category, UK and Ireland, 2014 -19
                                                • Wine brands should use food pairing to capture dinner party market
                                                  • Figure 22: Top 10 claims made by new alcoholic drinks brands launched, UK and Ireland, 2014-19
                                                • Google entering the gaming sphere
                                                  • BritBox streaming service to be launched at the end of 2019
                                                    • Apple to launch streaming service
                                                    • The Consumer – What You Need to Know

                                                      • TV key weeknight activity
                                                        • TV a key weekend activity too, but drinking with friends more likely at weekends
                                                          • Seasons affect volume of nights spent in
                                                          • Activities for Weeknights In

                                                              • Live TV a mainstay of in-home entertainment
                                                                • Figure 23: Types of activities that consumers have done/ taken part in during the last three months, on a weeknight, NI and RoI, January 2019
                                                              • Live TV during weekdays shows more appeal to Irish men and those aged 55+
                                                                • Figure 24: Consumers who watched live TV by themselves or with friends/family (eg sport) on a weeknight, by gender, NI and RoI, January 2019
                                                                • Figure 25: Top five types of programmes that consumers have watched on live TV in the last three months, NI and RoI, June 2016
                                                              • Streaming services used chiefly by younger and more affluent consumers
                                                                • Figure 26: Consumers who watched programmes on a streaming/on-demand service (eg YouTube, Netflix), by age group and social class, NI and RoI, January 2019
                                                                • Figure 27: Type of streaming service used to watch content, NI and RoI, June 2018
                                                              • Shopping online a key weeknight activity
                                                                • Figure 28: Consumers who shopped online as part of a week-night in, by gender, NI and RoI, January 2019
                                                                • Figure 29: Estimated online and mobile retail expenditure, NI, and RoI, 2014-19
                                                            • Activities for Weekend Nights In

                                                                • TV viewing key weekend activities too
                                                                  • Figure 30: Types of activities that consumers have done/taken part in during the last three months, on a weekend night, NI and RoI, January 2019
                                                                • Over half of consumers drink at home during the weekend
                                                                  • Figure 31: Consumers who had a drink with friends or relatives on a weekend night, by social class, NI and RoI, January 2019
                                                                • Spending time with family/children tapers off above age 55
                                                                  • Figure 32: Consumers who spent time with their family/children, by age group, NI and RoI, January 2019
                                                                • NI consumers bigger gamers compared to RoI
                                                                  • Figure 33: Consumers who play videogames, weeknight vs. weekend night, NI and RoI, January 2019
                                                                  • Figure 34: How often consumers play video games, by device used, NI and RoI, June 2017
                                                                • Romantic evenings more common at the weekend
                                                                  • Figure 35: Consumers who spend a romantic evening with their significant other, weeknight vs weekend night, NI and RoI, January 2019
                                                              • Attitudes towards Nights In

                                                                  • Winter sees consumers spend more nights in
                                                                    • Figure 36: Agreement with statements relating to the night in, NI and RoI, January 2019
                                                                  • Irish women more likely to spend winter nights at home
                                                                    • Figure 37: Agreement with the statement “I’m more likely to spend more nights in during the winter months as opposed to summer”, by gender, NI and RoI, January 2019
                                                                  • Destressing a key factor for a night in
                                                                    • Figure 38: Agreement with the statement “I prefer to use nights in to destress and unwind rather than party”, by gender and presence of children in household, NI and RoI, January 2019
                                                                    • Figure 39: Top five ways consumers deal with anxiety and stress, NI and RoI, June 2018
                                                                  • Six in ten spending more time at home in 2018/9
                                                                    • Figure 40: Agreement with the statement “I’m spending more time in-home compared to 12 months ago”, by gender and presence of children in household, NI and RoI, January 2019
                                                                  • NI consumers more likely to spend more on night-in treats
                                                                    • Figure 41: Agreement with the statement “I’m more likely to spend more on treats/snacks on a night in on my own”, by gender and presence of children in household, NI and RoI, January 2019
                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                  • Data sources
                                                                    • Generational cohort definitions
                                                                      • Abbreviations

                                                                      The Night In - Ireland - April 2019

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