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Strategy Briefing
Let The Good Times Roll: How Global Consumers are Using Leisure and Escapism to Cope with Recession
Nov 2009
US$2,600
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About This Report
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With the global financial crisis hitting home for many, all consumers really want is to do is flee from reality: just as they flocked to see Fred and Ginger movies during the Great Depression, consumers are turning to products and media that take their minds off the daily doom and gloom. This new report examines how leisure trends are changing in the face of recession and ongoing digitalisation, how much consumers are spending and what the impact of these changes will be going forward.
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Overview
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
What this report includes
- Top-level strategic analysis of how major consumer trends will influence global markets
- Consumer insight
- Impact across all relevant consumer markets
- Unique graphics and case studies
- Key market snapshots
- Accompanying presentation to synthesise main findings
Why buy this report
- Identify factors driving change now and in the future
- Understand motivation
- Forward-looking outlook
- Briefings and presentation should provoke lively discussion at senior level
- Take a step back from micro trends
- Get up to date estimates and comment
Delivery format
PDF/Word
Downloadable from MyPages
Want to find out more about this report?
Request more informationTable of Contents
Let The Good Times Roll: How Global Consumers are Using Leisure and Escapism to Cope with Recession
EXECUTIVE SUMMARY
Drivers
Leisure Trends
Chart 1 Top 10 Countries For Expenditure on Leisure and Recreation 2008Escapism Trends
Outlook
Summary 1 Leisure and Escapism: Opportunities and Challenges for MarketersDEFINITIONS
Category Definitions for Leisure and Recreation Consumer Expenditure Data
Audio-visual, photographic and information processing equipmentOther major durables for recreation and culture
Other recreational items and equipment, gardens and pets
Recreational and cultural services
Newspapers, magazines, books and stationery
Consumer expenditure on package holidays
DRIVERS
Economic Pressures
Comparisons with the Great DepressionRecovery on the horizon?
Table 1 GDP Growth in Selected Countries 2007-2010
Rising Unemployment
Table 2 Unemployment in Selected Countries 2007-2010The Feel Good Factor
The pleasure principleHistory repeating itself
The desire for fairytale endings
Love conquers all
Celebrity Culture
Celebrities as role modelsImplications for marketers
Summary 2 Selected Celebrity Fragrance Launches 2009
The Importance of Leisure
Striving for a better work-life balanceLeave entitlements
Chart 2 Amount of Paid Holidays in Major Markets 2008
Expenditure on leisure
Table 3 Per Capita Expenditure on Leisure and Recreation in Selected Countries 2003/2008
Favourite activities
Hobbies
Sporting Interest
An antidote to stressSoccer dominates as a spectator sport
Chart 3 Leading Spectator Sports 2007
Implications for marketers
Table 4 Leading Companies Associated with Sports Sponsorship 2007
Demand for Affordable Indulgence
The Lipstick EffectThe price must be right
Anti-ageing remains recession-proof
Size doesn’t matter
Chart 4 Global Sales of “Feel Good” Cosmetics and Toiletries 2003/2008
Indulgence Foods
Chart 5 Sales of Selected Indulgence Foods 2003/2008
Cigarettes and Alcohol
Trading down
Smoking ban restricts tobacco consumption
Table 5 Alcoholic Drinks and Cigarettes 2003/2008
Renting/Fractional Ownership
Luxury without the price tagTry before you buy
Share and share alike
ESCAPISM IN THE HOME
Cocooning
Home is where the heart is......and is more affordable
TV on Demand
Europe’s favourite pastimeConsumers take control
Audiences more fragmented
Table 6 Digital Satellite Pay-TV Subscribers in Europe 2004/2009
Digital Communication and Media
OverviewTrends in consumer electronics
Table 7 Sales of Selected Consumer Electronics 2003/2008
Video Games
Sales hold up wellUS leads the way...
...but Asia sees the strongest growth
Chart 6 Sales of Video Games (Hardware and Software) in Leading Markets 2009
Table 8 Global Sales of Video Games (Hardware and Software) 2004-2009
The shift towards casual gaming
Changing demographics
Games companies target women
Move towards on-line gaming
Console price wars
Implications for marketers
MMOPRGs
Virtual worlds offer escapeTwo worlds meet
Implications for marketers
DIY and Gardening
Cocooning trend boosts home improvement marketA move towards self-sufficiency
Table 9 Retail Sales Through Home and Garden Specialist Retailers in Selected Markets 2003/2008
ESCAPISM AWAY FROM HOME
Discovering the Great Outdoors
Outdoor socialisingCycling back in fashion
Travel: The Ultimate Escape
Slowdown in ArrivalsTable 10 International Tourism Arrivals 2004-2009
International Vs domestic tourism
Table 11 Global Tourism Departures – International Vs Domestic 2004-2009
Cheaper options
Camping and “Glamping”
Table 12 Revenues from Campsites in Leading Markets 2003/2008
Day Trippers
Parents prioritise treats for the children......but cut down on added expenses
Table 13 Revenues from Theme/Amusement Parks in Leading Markets 2003/2008
Cinema
Lifting the spiritsAttendance soars in the UK, Germany and Spain
Table 14 Cinema Attendance in Selected Countries 2004/2009
Theatre
Mobile Cocooning
Entertainment on the moveSocial networking drives mobile web use
Mobile entertainment
Mobile phone penetration
Table 15 Mobile Telephone Subscriptions by Country 2004/2009
Changing Demographics
Implications for marketers
Retail Therapy
Shopping for pleasureRecession chic the “in” thing
Destination stores
Loyalty schemes
ESCAPISM VIA THE NET
Overview
Low-cost entertainmentWeb 2.0 technology
Levels of Internet Usage
Table 16 Number of Internet Subscribers in Selected Markets 2004/2009Implications for marketers
Blogging
French blog the mostThe typical blogger
Table 17 Global Bloggers by Type 2008
Implications for marketers
Social Networking
Member communities overtake emailFacebook edges ahead of MySpace
Table 18 Social Networking Users by Site 2007-2008
Asia-Pacific has most users
Table 19 Social Networking Users by Region 2007-2008
Changing demographics
Implications for marketers
Microblogging
Video Sharing
Digital Music and Video
On-line Shopping
KEY MARKET TRENDS
China
Young people face competitive pressuresInternet gaming causing addiction
Government invests in culture and sport
Staying closer to home
Table 20 China: Consumer Expenditure on Leisure and Recreation by Type 2003/2008
France
Law changes may hurt leisure industryFrench are proud of cultural heritage
TV remains popular but cinema attendance falls
French cut back on holidaying
Table 21 France: Consumer Expenditure on Leisure and Recreation by Type 2003/2008
Germany
Germans enjoy high annual leaveTable 22 Germany: Leisure Habits 2008
Emphasis on the arts
Recession boosts cinema attendance
Table 23 Germany: Consumer Expenditure on Leisure and Recreation by Type 2003/2008
Italy
Cultural attractions remain popularItalians refuse to scrimp on holidays
Table 24 Italy: Consumer Expenditure on Leisure and Recreation by Type 2003/2008
Japan
Japanese take leisure seriouslyAgeing population leading to more passive pursuits
Smartphones are the ultimate accessory
Pachinko sees surge of interest
Manga goes on-line
Table 25 Japan: Consumer Expenditure on Leisure and Recreation by Type 2003/2008
UK
Refocus on the familyBrits devote strong budget to leisure and recreation
Cinema attendance rises
Sport captures interest in run-up to Olympic Games
Table 26 UK: Consumer Expenditure on Leisure and Recreation by Type 2003/2008
US
The best things in life are freeLeisure services take lion’s share of expenditure
Demand remains high for electronics
Consumers reluctant to give up spectator sports
Saving on travel
Table 27 US: Consumer Expenditure on Leisure and Recreation by Type 2003/2008
FUTURE OUTLOOK
Depressed Economy will Drive Need for Escapism
Recovery Rates will Vary
But Unemployment will Remain High
Table 28 Forecast GDP Growth and Unemployment Rates in Key Markets 2008-2013Striving for Better Work-life Balance
Travel will Pick up Slowly
Table 29 Forecast Global Tourism Arrivals 2009-2014Cocooning will Continue Beyond Recession
From Web 2.0 to Web 3.0
The Future of Music is in Streaming
Temporary and Fractional Ownership
Video Games will Move On-line
Table 30 Forecast Global Market for Video Games 2009-2014Augmented Reality
Cinema Goes Digital
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.