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Family Leisure - UK - January 2016

Family Leisure - UK - January 2016

“Women are significantly more likely than men to go out as part of a family group with their children, grandchildren, their own or partner’s parents and other wider-family members. While this is partially a consequence of the fact that they are more likely to be involved in a primary childcare role, the fact that this bias is also evident in terms of doing activities with other family members suggests that leisure operators are well placed to tap into the desire among women – the primary family leisure decision-makers – for leisure activities that can help maintain or improve relationships with other family members.”

Michael Oliver, Senior Leisure and Media Analyst

This report looks at the following areas:

Grandparents to play a more significant role in family leisure?

Could men help refocus family leisure on the product rather than the price?


OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
The market
Number of families with dependent children growing
Figure 1: Trends in numbers of families with dependent children*, 2005 and 2015
The Boomerang Kids
Generation Grandparent
The consumer
It’s a female thing
Figure 2: Family members consumers have done leisure activities with, in the past 12 months, November 2015
Eating out: a time to ‘switch off’ and listen?
Figure 3: Family groups leisure activities are done with, November 2015
Because we want to
Figure 4: Occasions when leisure activities are done as part of a family group, November 2015
Women are the key influencers and decision makers
Figure 5: Influencers when it comes to family leisure activities, November 2015
Figure 6: Decision-makers when it comes to family leisure activities, November 2015
People from larger households keenest on deals and family passes
Figure 7: Interest in products/services aimed at family groups, November 2015
Food quality, atmosphere and inclusivity are key factors influencing choice of venue
Figure 8: Factors influencing choice of venue for family groups to visit, November 2015
What we think
ISSUES AND INSIGHTS
Grandparents to play a more significant role in family leisure?
The facts
The implications
Could men help refocus family leisure on the product rather than the price?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Number of families with dependent children growing
Shift from married to co-habiting parents over last decade
Lone parents represent a quarter of families with dependent children
The Boomerang Kids
Household dispersal, or not…
Generation Grandparent
Multi-family households increase significantly
Rising birth rate points to rosy future for family leisure
Regional disparities in spending power
MARKET DRIVERS
Number of families with dependent children growing
Figure 9: Trends in numbers of families with dependent children, 2005 and 2015
Majority of families with dependent children are couples
Lone parents represent a quarter of families with dependent children
Figure 10: Percentage analysis of families with dependent children in the UK, by type, 2005 and 2015
Figure 11: Percentage analysis of families with dependent children in the UK, by number of dependent children in the family, 2005 and 2015
Figure 12: Percentage analysis of families with dependent children in the UK, by family type and number of dependent children, 2015
The Boomerang Kids
Figure 13: Young adults aged 15-34 living with their parents in the UK, 2005-15
Figure 14: Percentage of young adults who are living with their parents by gender and age group, 2015
Household dispersal, or not…
Generation Grandparent
Multi-family households increase significantly
Figure 15: Trends in the number of multi-family households in the UK, 2005- 15
Rising birth rate points to rosy future for family leisure
Figure 16: Trends in the number of live births in the UK, 2005-14
Regional disparities in spending power
Figure 17: UK regional gross disposable income per head, 2013
THE CONSUMER – WHAT YOU NEED TO KNOW
It’s a female thing
Scope to encourage men to be more proactive with family leisure?
Eating out: a time to ‘switch off’ and listen?
Targeting the grandparent demographic
Because we want to
Birthday girls open to a deal
Potential for greater use of emojis?
Women are the key influencers and decision makers
Benefits from involving men more in the decision making process?
People from larger households keenest on deals and family passes
Food quality, atmosphere and inclusivity are key factors influencing choice of venue
LEISURE WITH FAMILY MEMBERS
It’s a female thing
Scope to encourage men to be more proactive with family leisure?
A partnership which drives home the importance of family
Figure 18: Family members people have done leisure activities with, in the past 12 months, November 2015
FAMILY LEISURE GROUPS
Eating out: a time to ‘switch off’ and listen?
Or educate and entertain?
More fun factor potential
Cinema apps could help engage and build anticipation among all the family
Targeting the grandparent demographic
Figure 19: Family groups leisure activities are done with, November 2015
FAMILY LEISURE OCCASIONS
Because we want to
Birthday girls open to a deal
Digital Natives want it now
Potential for greater use of emojis?
Chef at work
Other sectors can look to gain a share of the family birthday market
Figure 20: Occasions when leisure activities are done as part of a family group, November 2015
INFLUENCERS AND DECISION MAKERS FOR FAMILY LEISURE ACTIVITIES
Women are the key influencers and decision makers
Providing emotional triggers
Rewarding people for social media exposure
Benefits from involving men more in the decision making process?
Young people also have a role to play
Figure 21: Influencers when it comes to family leisure activities, November 2015
Figure 22: Decision-makers when it comes to family leisure activities, November 2015
INTEREST IN PRODUCTS/SERVICES AIMED AT FAMILY GROUPS
People from larger households keenest on deals and family passes
Figure 23: Interest in products/services aimed at family groups, November 2015
FACTORS INFLUENCING VENUE CHOICE
Food quality, atmosphere and inclusivity are key factors influencing choice of venue
Eating out ticks all the boxes
Tenpin also scores highly
Highlighting food quality for a slice of the family market
Potential to give customers more influence over atmosphere
Being outdoors is important to those visiting attractions
Figure 24: Factors influencing choice of venue for family groups to visit, November 2015
APPENDIX
Data sources
Abbreviations

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