Leisure Activities - US - July 2004

SUMMARY

A variety of demographic factors influence how people use their free time. At different ages, for example, people tend to enjoy different leisure activities, and higher-income households have a wider choice of recreation.

What this means for the leisure industry is that a number of demographic characteristics must be considered when marketing leisure activities. With limited free time and substantial work and family obligations, for example, middle-aged parents tend to prefer leisure activities that can be enjoyed at home. Young singles, on the other hand, are more likely to go out, particularly to places where they can meet others their own age. Retirees generally have plenty of free time, but may not have the incomes or stamina to engage in expensive or strenuous activities.

This report examines the demographic factors that influence how people spend their free time. These factors include employment status, household income, home ownership, presence of children, age, race and ethnic origin. Mintel also analyzes where consumers spend their entertainment dollars, and covers spending on items such as athletic gear, club memberships, cable and television services, records, CDs, and photographic equipment, to name a few.

The remainder of the report is organized around the types of activities Americans engage in. Types of activities include:

• sports (basketball, bowling, skiing)
• fitness (exercise walking, yoga, fishing, cycling)
• hobbies and the arts (card games, cooking for fun, painting, musical instruments)
• media and the Internet (watching television, web browsing, reading newspapers)
• nightlife activities (going to movies, concerts and clubs)
• other leisure activities (museums, playing video games)

Leisure time is broadly defined as time that is not spent at work or taking care of family, home, and other responsibilities.

In addition, the activities covered by this report are those that are normally engaged in for recreational purposes, although a small number of participants may be paid to engage in these activities, such as golf coaching or leading an aerobics class. Most of the surveys used in this report did not attempt to distinguish between those who were participating in their leisure time and those doing so for work or other reasons.

Although many leisure activities may be enjoyed while on vacation, this report does not directly address how people spend their vacation time.

TABLE OF CONTENTS

INTRODUCTION AND ABBREVIATIONS

• Introduction
• Other relevant reports
• Definition
• Abbreviations and terms
• Abbreviations
• Terms

EXECUTIVE SUMMARY

• Aging population could shift demand for leisure activities
• Population diversity affects leisure industry
• Presence of children influences free-time activities
• Working adults need quick and convenient entertainment
• Higher incomes increase leisure choices
• Television and videos account for largest share of expenditures
• Most adults would rather stay home than go out
• Americans enjoy a wide variety of leisure activities
• Young adults are most likely to enjoy physical activities
• Women are more likely to enjoy most hobbies and crafts
• New technologies provide new entertainment options
• Dinner and movies are most common "nightlife" activities

DEMOGRAPHICS INFLUENCING LEISURE

• Population by age and race/Hispanic origin
• Figure 1: Projections of the U.S. population, by age group, 2004 and 2010
• Figure 2: Projections of the U.S. population, by race and Hispanic origin, 2004 and 2010
• Household characteristics
• Figure 3: U.S. households, by age of householder, 2003
• Figure 4: U.S. households, by race/Hispanic origin of householder, 2003
• Figure 5: Presence of children in households, by age of householder, 2003
• Labor force participation
• Figure 6: Labor force participation, by age group, 2003
• Household income
• Figure 7: Median household income, by age of householder, 2002
• Homeownership
• Figure 8: Homeownership by age of householder, 2003
• Figure 9: Homeownership by race and Hispanic origin of householder, 2003

SPENDING ON ENTERTAINMENT

• Figure 10: Average spending, by category, 2002
• Figure 11: Spending on entertainment, by category, 2002
• Graph 1: Spending on entertainment, by category, 2002

SPENDING TIME AT HOME AND SOCIALIZING

• Preference for spending time and entertaining at home
• Figure 12: Preference for spending time at home, January-September 2003
• Figure 13: Preference for spending time at home, by gender, January-September 2003
• Figure 14: Preference for spending time at home, by age group, January-September 2003
• Figure 15: Preference for spending time at home, by race and Hispanic origin, January-September 2003
• Figure 16: Preference for spending time at home, by presence of children in the household, January-September 2003
• Socializing with family, friends, and neighbors
• Figure 17: Incidence of spending an evening with relatives, friends, or neighbors once a month or more, 2002
• Figure 18: Incidence of spending an evening with relatives, friends, and neighbors once a month or more, by gender, 2002
• Figure 19: Incidence of spending an evening with relatives, friends, and neighbors once a month or more, by age group, 2002
• Graph 2: Incidence of spending an evening with relatives, friends, and neighbors once a month or more, by age group, 2002

SPORTS, RECREATION, AND FITNESS ACTIVITIES

• Sports participation
• Figure 20: Participation in sports, January-September 2003
• Figure 21: Participation in sports, by gender, January-September 2003
• Figure 22: Participation in sports, by age group, January-September 2003
• Figure 23: Participation in sports, by race/Hispanic origin, January-September 2003
• Figure 24: Participation in sports, by presence of children in the household, January-September 2003
• Figure 25: Participation in sports, by household income, January-September 2003
• Fitness activities and other recreation
• Figure 26: Participation in fitness activities and other recreation, January-September 2003
• Figure 27: Participation in fitness activities and other recreation, by gender, January-September 2003
• Figure 28: Participation in fitness activities and other recreation, by age group, January-September 2003
• Figure 29: Participation in fitness activities and other recreation, by race/Hispanic origin, January-September 2003
• Figure 30: Participation in fitness activities and other recreation, by presence of children in the household, January-September 2003
• Figure 31: Participation in fitness activities and other recreation, by household income, January-September 2003

HOBBIES AND THE ARTS

• Games, hobbies, arts and crafts
• Figure 32: Participation in games, hobbies, and arts and crafts, January-September 2003
• Figure 33: Participation in games, hobbies, and arts and crafts, by gender, January-September 2003
• Figure 34: Participation in games, hobbies, and arts and crafts, by age group, January-September 2003
• Figure 35: Participation in games, hobbies, and arts and crafts, by race and Hispanic origin, January-September 2003
• Figure 36: Participation in games, hobbies, and arts and crafts, by presence of children in the household, January-September 2003

MEDIA AND THE INTERNET

• Preferred media for entertainment
• Figure 37: Media usage and media as primary entertainment source, January-September 2003
• Figure 38: Media usage and media as primary entertainment source, by age group, January-September 2003
• Figure 39: Media usage and media as primary entertainment source, by race/Hispanic origin, January-September 2003
• Figure 40: Media usage and media as primary entertainment source, by household income, January-September 2003

"NIGHTLIFE" ACTIVITIES

• Nightlife activities
• Figure 41: Participation in nightlife activities, January-September 2003
• Figure 42: Participation in nightlife activities, by gender, January-September 2003
• Figure 43: Participation in nightlife activities, by age group, January-September 2003
• Figure 44: Participation in nightlife activities, by race and Hispanic origin, January-September 2003
• Figure 45: Participation in nightlife activities, by presence of children in the household, January-September 2003
• Figure 46: Participation in nightlife activities, by household income, January-September 2003

OTHER LEISURE ACTIVITIES

• Visiting local attractions and antique shopping/shows
• Figure 47: Incidence of visiting museums, zoos, state fairs, and antique shopping/shows, January-September 2003
• Figure 48: Incidence of visiting museums, zoos, state fairs, and antique shopping/shows, by gender, January-September 2003
• Figure 49: Incidence of visiting museums, zoos, state fairs, and antique shopping/shows, by age group, January-September 2003
• Figure 50: Incidence of visiting museums, zoos, state fairs, and antique shopping/shows, by race and Hispanic origin, January-September 2003
• Figure 51: Incidence of visiting museums, zoos, state fairs, and antique shopping/shows, by presence of children in the household, January-September 2003
• Figure 52: Incidence of visiting museums, zoos, state fairs, and antique shopping/shows, by household income, January-September 2003
• Other leisure activities
• Figure 53: Participation in other leisure activities, June 2004
• Figure 54: Participation in other leisure activities, by gender, June 2004
• Graph 3: Participation in other leisure activities, by gender, June 2004
• Figure 55: Participation in other leisure activities, by age group, June 2004
• Figure 56: Participation in other leisure activities, by household income, June 2004

APPENDIX: RESEARCH METHODOLOGY

• Consumer Research
• Sampling & Weighting
• Presentation & Definition
• Further Analysis
• Trade Research
• Informal trade research
• Formal trade research
• Desk & Internet Research
• Sources
• Definitions
• Forecasts

APPENDIX: WHAT IS MINTEL?

• Mintel Publications
• Mintel Services
• Product retrieval
• Retail audits
• Tailored research
• Global New Products Database
• Research Support/Consultancy/MIC
• The Mintel Information Centre (MiC)
• PR Research