This report looks at third agers and the leisure activities that they do, compared with participation a decade ago. The third age group is decreasing in size due to having children later in life but there is evidence that they are becoming more affluent despite many still being financially tied to their recently departed offspring. They are paying off their mortgage and releasing funds from their property so that they can enjoy their non-work life to the fullest extent possible.
Half of the UK’s population are over 45 and we’re living longer and enjoying more active lifestyles. There are pressure groups, universities and websites devoted to making life easier and battling for equality for third agers, but what is the leisure industry doing to attract these (often) cash and time-rich people?
Data in this report show that third agers are becoming more progressive in the way they consume leisure, with more ‘active’ activities taking centre stage, coupled with them becoming more conversant with technology and online provision. As a result, the leisure industry and operators have changed the way they promote themselves to incorporate this age group to a greater degree.
Key themes of the report:
Is the third age group increasing or decreasing in size?
How important is leisure to the third age group?
Are third agers becoming more affluent or are they still weighed down by family commitments?
Have third agers become more adventurous in their leisure activities?
Are third agers more PC-literate now?
How have attitudes and leisure habits changed between 1997 and 2007?
What are the leisure habits of consumers who are about to become third agers?
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