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Family Leisure Trends - US - January 2015

Family Leisure Trends - US - January 2015

This report looks at the following areas:

  • Technology both the golden and red-headed stepchild of family leisure
  • Always wanting more
  • The remodeling of the American family
More than 80 million households – or about two thirds – of all households in the US are “family households.” While family bonding and quality time is revered, the hectic pace of modern life makes family leisure time somewhat elusive for American families. Technology both aids as well as detracts from family leisure while increasingly busy school and work schedules make scheduling family leisure time a challenge.

This report examines how families spend time together, both in and out of the house. It provides analysis regarding how much time families spend together (both on weekdays and weekends), the types of activities they participate in, how parents learn about activities, and how products and services are marketed to families. It also includes analysis of parents’ attitudes toward technology and physical activity. The impact of parents’ gender, age, and race/Hispanic origin, as well as the impact of children’s age and household income are analyzed.

This report builds on the analysis presented in Mintel’s Family Leisure Trends – US, March 2011 . Other related report titles include Marketing to Moms – US, September 2014 , Kids as Influencers – US, April 2014 , Activities of Toddlers and Pre-schoolers – US, May 2014 , Marketing to Kids and Tweens – US, May 2014 , and Movie Theaters – US, November 2014 .


SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
American families
Figure 1: Households by type, 2013
Issues and insights
Technology both the golden and red-headed stepchild of family leisure
Always wanting more
The remodeling of the American family
The consumer
Amount of leisure time spent with family each week
Figure 2: Amount of leisure time spent with family on weekdays and weekends, October 2014
Out-of-home activities
Figure 3: Top activities done with family out of the home in the past month/year, October 2014
In-home activities
Figure 4: Top activities done with family at/around home in previous three months, October 2014
Family time, kids’ influence, mobile devices
Figure 5: Kids’ influence on family leisure activities, October 2014
Figure 6: Use of mobile devices during family time, October 2014
Attitudes toward family leisure time – Electronics and technology
Figure 7: Attitudes toward family leisure time – electronics and technology – any agree, by gender,
October 2014
Attitudes toward family leisure time – Physical activity
Figure 8: Attitudes toward family leisure time – Physical activity – Any agree, October 2014
Sources for learning about new family leisure activities
Figure 9: Sources for learning about new activities, October 2014
What we think
ISSUES AND INSIGHTS
Technology both the golden and red-headed stepchild of family leisure
The issues
The implications
Always wanting more
The issues
The implications
The remodeling of the American family
The issues
The implications
TREND APPLICATION
Trend: Life Hacking
Trend: Switch Off
Trend: Click and Connect
AMERICAN FAMILIES
Key points
American households and the future of families
Figure 10: Households by type, 2013
Millennials putting off marriage, family
Figure 11: Marital status, by generation, 2012
More than three quarters of births to women aged 20-34
Figure 12: Distribution of births, by age of mother, 2013
Share of households with children in decline
Figure 13: Households, by presence of own children, 2003-13
Figure 14: Population by age of children, 2009-19
Asian and Hispanic households most likely to include families, children
Figure 15: Households by type, by race/Hispanic origin of householder, 2013
Figure 16: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 17: Households with own children, by race and Hispanic origin of householder, 2013
Figure 18: Household size, by race/Hispanic origin, 2013
INNOVATIONS AND INNOVATORS
There’s an app for that
Mini Hug helps parents track family time
DinnerTime app helps parents at (and away from) the dinner table
Figure 19: DinnerTime mobile app, 2014
MyMonopoly
Figure 20: Monopoly “Wondering what MyMonopoly is?” online video, 2014
Fuzipop targets kids and families that like to party
Gathered Table aims to take some of the stress out of family meal planning
Figure 21: Gathered Table website screenshot, 2014
Kinn Cascade Flyer targets urban families
LeapFrog launches LeapBand and LeapTV to help children get active
Figure 22: LeapFrog “LeapBand from LeapFrog is Fit Made Fun!” TV commercial, 2014
Figure 23: LeapFrog “LeapTV: The Active, Educational Gaming System for Kids” TV commercial, 2014
MARKETING STRATEGIES
Overview of the brand landscape
In-home activities
Watching a movie/TV show
Figure 24: Vizio “Fallen Tree” TV commercial, 2014
Ordering takeout/delivery
Figure 25: Papa Murphy’s “Love at 425 Degrees” TV commercial, 2013
Cooking and baking
Figure 26: McCormick “Everyone loves breakfast for dinner” TV commercial, 2014
Figure 27: McCormick – American Homemade, website screenshot, 2014
Figure 28: Barilla “Share The Table” online video, 2014
Arts and crafts
Figure 29: Elmer’s “Let’s Bond” TV commercial, 2013
Out-of-home activities
Dining out
Figure 30: Friendly’s Ice Cream “Friendly’s Promise” TV commercial, 2014
Figure 31: Chili’s Grill & Bar “More Life Happens Here” online video, 2014
Going to the movies
Figure 32: AMC “Dine-In Theaters” TV commercial, 2014
Visit an active entertainment facility
Family vacation
Figure 33: MasterCard “One More Day” TV commercial, 2014
Figure 34: Disney Cruise Line “Captain’s Log: Day of Discovery on a Disney Cruise” TV commercial, 2013
WEEKLY LEISURE TIME WITH FAMILY
Key points
Average amount time spent with family on weekdays, weekends
Figure 35: Amount of leisure time spent with family on weekdays and weekends, October 2014
Differences by demographics
Figure 36: Mean amount of leisure time spent with family on weekdays and weekends (in hours), by
demographics, October 2014
Change in amount of time spent together
Figure 37: Change in amount of time spent together, October 2014
Figure 38: Change in amount of time spent together, by gender, age, and household income, October
2014
Figure 39: Average hours per day spent on leisure and sports by married mothers and fathers who did the
activities on an average day, by employment status and age of youngest own household child, average for
the combined years 2009-13
Figure 40: Average hours per day spent on caring for and helping household children by married mothers
and fathers who did the activities on an average day, by employment status and age of youngest own
household child, average for the combined years 2009-13
OUT-OF-HOME FAMILY LEISURE ACTIVITIES
Key points
Families gravitate toward affordable, accessible activities
Figure 41: Activities done with family out of the home in the past month/year, October 2014
Barriers to out-of-home activities
Figure 42: Yo Gabba Gabba! Live! advertisement, “Yo Gabba Gabba! Live! Music is Awesome is coming
Fall 2014!” 2014
Figure 43: The Joffrey Ballet – The Nutcracker Family Dinner, email advertisement, 2014
Figure 44: Activities done with family out of the home in the past month/year, October 2014
Millennials most active with families outside the home
Figure 45: Activities done with family out-of-home in past month/year, by generation, October 2014
Lower-income families often priced out of out-of-home activities
Figure 46: Activities done with family out-of-home in past month/year, by household income, October 2014
IN-HOME FAMILY LEISURE ACTIVITIES
Key points
Most popular in-home activities require little planning, prep, cleanup
Figure 47: Activities done with family at/around home in the past three months, October 2014
Barriers to in-home activities
Figure 48: Activities done with family at/around home in the past three months, October 2014
Insight: Helping American families get healthy
Figure 49: Life Time Fitness – Kids Academy, online video, 2014
Moms and dads opt for slightly different activities
Figure 50: Activities done with family at/around home in past three months, by gender, October 2014
Targeting parents of kids/tweens likely to pay off
Figure 51: Activities done with family at/around home in past three months, by kids’ ages, October 2014
FAMILY TIME, KIDS’ INFLUENCE, MOBILE DEVICES
Key points
The majority of parents want more family time
Figure 52: Family time, October 2014
Figure 53: Family time, by gender and generation, October 2014
Insight: Modern men and work/life balance
Figure 54: Average number of hours spent per week on paid work, housework, and childcare, moms
versus dads, 1965 versus 2011
Three quarters of parents are significantly influenced by their children
Figure 55: Kids’ influence, October 2014
Figure 56: Kids’ influence, by gender and generation, October 2014
Four in 10 prefer to table technology during family time
Figure 57: Mobile devices, October 2014
Figure 58: Mobile devices, by gender and generation, October 2014
ATTITUDES TOWARD FAMILY LEISURE TIME – ELECTRONICS AND TECHNOLOGY
Key points
Attitudes toward family leisure time regarding electronics and technology
Figure 59: Attitudes toward family leisure time – electronics and technology, October 2014
Limiting children’s screen time
Figure 60: Attitudes toward family leisure time – electronics and technology – Any agree, by kids’ ages
and by desire for more time with family, October 2014
Technology and family bonding
Figure 61: Attitudes toward family leisure time – electronics and technology – Any agree, by gender, by
generation, by household income, October 2014
Using mobile devices in the presence of children
Figure 62: Attitudes toward family leisure time – electronics and technology – Any agree, by gender, by
generation, by kids’ ages, October 2014
ATTITUDES TOWARD FAMILY LEISURE TIME – PHYSICAL ACTIVITY
Key points
Attitudes toward family leisure time regarding physical activity
Figure 63: Attitudes toward family leisure time – physical activity, October 2014
Who should be responsible for ensuring that children exercise
Figure 64: Attitudes toward family leisure time – physical activity – Any agree, by generation, by household
income, October 2014
Barriers to getting children to exercise more
Figure 65: Attitudes toward family leisure time – physical activity – Any agree, by gender, by generation,
by kids’ ages, October 2014
SOURCES FOR LEARNING ABOUT FAMILY LEISURE ACTIVITIES
Key points
Word-of-mouth most effective, not most practical
Figure 66: Sources for learning about new activities, October 2014
Spotlight: Facebook puts an interesting twist on word-of-mouth
Figure 67: Facebook “Super Cleaners” TV/online commercial, 2014
Dads tuned in to TV, moms lean local
Figure 68: Sources for learning about new activities, by gender, October 2014
Millennials more online, Baby Boomers more offline
Figure 69: Sources for learning about new activities, by generation, October 2014
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Insights on Black families
Amount of leisure time spent with family each week
In-home activities
Insights on Hispanic families
Amount of leisure time spent with family each week
Out-of-home activities
Attitudes toward family leisure time
Figure 70: Amount of leisure time spent with family on weekdays and weekends, by race/Hispanic origin
(mean), October 2014
Figure 71: Change in amount of time spent together, by race/Hispanic origin, October 2014
Figure 72: Activities done with family out-of-home in past month/year, by race/Hispanic origin, October
2014
Figure 73: Activities done with family at/around home in past three months, by race/Hispanic origin,
October 2014
Figure 74: Attitudes toward family leisure time – Any agree, by race/Hispanic origin, October 2014
Figure 75: Sources for learning about new activities, by race/Hispanic origin, October 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Amount of leisure time spent with family each week
Figure 76: Amount of leisure time spent with family on weekdays and weekends, by gender (mean),
October 2014
Figure 77: Amount of leisure time spent with family on weekdays and weekends, by age (mean), October
2014
Figure 78: Amount of leisure time spent with family on weekdays and weekends, by generation (mean),
October 2014
Figure 79: Amount of leisure time spent with family on weekdays and weekends, by area (mean), October
2014
Figure 80: Amount of leisure time spent with family on weekdays and weekends, by household income
(mean), October 2014
Figure 81: Amount of leisure time spent with family on weekdays and weekends, by kids’ ages (mean),
October 2014
Figure 82: Change in amount of time spent together, by gender, October 2014
Figure 83: Change in amount of time spent together, by age, October 2014
Figure 84: Change in amount of time spent together, by generation, October 2014
Out-of-home activities
Figure 85: Activities done with family out-of-home in past month/year, by gender, October 2014
Figure 86: Activities done with family out-of-home in past month/year, by age, October 2014
Figure 87: Activities done with family out-of-home in past month/year, by area, October 2014
Figure 88: Interest in out-of-home activities, by gender, October 2014
Figure 89: Interest in out-of-home activities, by age, October 2014
Figure 90: Interest in out-of-home activities, by area, October 2014
Figure 91: Interest in out-of-home activities, by household income, October 2014
Figure 92: Interest in out-of-home activities, October 2014
In-home activities
Figure 93: Activities done with family at/around home in past three months, by age, October 2014
Figure 94: Activities done with family at/around home in past three months, by area, October 2014
Figure 95: Activities done with family at/around home in past three months, by household income, October
2014
Figure 96: Activities done with family at/around home in past three months, October 2014
Figure 97: Interest in at/around home activities, by gender, October 2014
Figure 98: Interest in at/around home activities, by age, October 2014
Figure 99: Interest in at/around home activities, by area, October 2014
Figure 100: Interest in at/around home activities, by household income, October 2014
Figure 101: Interest in at/around home activities, October 2014
Family time, kids’ influence, mobile devices
Figure 102: Family time, kids’ influence, mobile devices, by gender, October 2014
Figure 103: Family time, kids’ influence, mobile devices, by age, October 2014
Figure 104: Family time, kids’ influence, mobile devices, by generation, October 2014
Figure 105: Family time, kids’ influence, mobile devices, by area, October 2014
Figure 106: Family time, kids’ influence, mobile devices, by household income, October 2014
Figure 107: Family time, kids’ influence, mobile devices, by kids’ ages, October 2014
Attitudes toward family leisure time
Figure 108: Attitudes toward family leisure time, October 2014
Figure 109: Attitudes toward family leisure time – Any agree, by gender, October 2014
Figure 110: Attitudes toward family leisure time – Any agree, by age, October 2014
Figure 111: Attitudes toward family leisure time – Any agree, by generation, October 2014
Figure 112: Attitudes toward family leisure time – Any agree, by race/Hispanic origin, October 2014
Figure 113: Attitudes toward family leisure time – Any agree, by area, October 2014
Figure 114: Attitudes toward family leisure time – Any agree, by household income, October 2014
Figure 115: Attitudes toward family leisure time – Any agree, by employment status, October 2014
Figure 116: Attitudes toward family leisure time – Any agree, by gender and generation, October 2014
Figure 117: Attitudes toward family leisure time – Any agree, by kids’ ages, October 2014
Sources for learning about new family leisure activities
Figure 118: Sources for learning about new activities, by age, October 2014
Figure 119: Sources for learning about new activities, by area, October 2014
Figure 120: Sources for learning about new activities, by household income, October 2014
Figure 121: Sources for learning about new activities, by gender and generation, October 2014
Figure 122: Sources for learning about new activities, by kids’ ages, October 2014
APPENDIX – TRADE ASSOCIATIONS
US METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Secondary Data Analysis
Qualitative Research
Further Analysis
Social Media Research
TRADE RESEARCH
STATISTICAL FORECASTING

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