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Leisure Habits of Baby Boomers - UK - September 2015

Leisure Habits of Baby Boomers - UK - September 2015

"Baby Boomers are a diverse group thanks to the wider choices they had in lifestyle growing up compared with previous generations. Younger Boomers are often at the height of their career, while the oldest are beyond retirement which means financially they are a complex group; some struggling to keep up, while others are very comfortable and settled. In terms of their leisure time they split it between relaxing, spending time with family and doing activities that help keep their minds active – particularly those at the older end of the spectrum who have retired from work."

- Matt King, Head of Leisure, Tourism, Tech & Media Research

This report discusses the following key topics:
Baby Boomers have a diverse range of leisure needs
Providing good value for money is key to attracting Baby Boomers


OVERVIEW
What you need to know
Scope of the report
EXECUTIVE SUMMARY
Baby Boomers make up a quarter of the UK population
Figure 1: Composition of UK population by generational group, 2014
Over 20% of Baby Boomers have children living at home
Figure 2: Age of children living in the household by age group, June 2015
27% of older Baby Boomers are still working
Figure 3: Working status by age group, June 2015
Younger Baby Boomers are struggling the most financially
Figure 4: Current financial situation by age group, June 2015
Over a quarter of Baby Boomers don’t exercise at all
Figure 5: Activity levels by age group, June 2015
Older Baby Boomers prefer to keep their minds active during leisure time
Figure 6: Preferred reason for spending time on leisure, June 2015
37% of Baby Boomers would like to learn a new skill during their leisure time
Figure 7: Learning skills through leisure time, by age group, June 2015
ISSUES & INSIGHTS
Baby Boomers have a diverse range of leisure needs
Providing good value for money is key to attracting Baby Boomers
THE MARKET
What you need to know
The lifestages of Baby Boomers will affect how they spend their leisure time
A quarter of Baby Boomers live alone
40% of all Baby Boomers are still in full- or part-time employment
Who are the Baby Boomers?
Baby Boomers represent the second largest generation in the UK
Figure 8: Composition of UK population by generational group, 2014
Baby Boomers are the most likely generation to live alone
Figure 9: Who Baby Boomers live with, by age group, June 2015
Figure 10: Single person households by age group, 2014
Baby Boomers enjoy spending their leisure time with family
Figure 11: Age of Baby Boomers children by age group, June 2015
Baby Boomers are likely to be working beyond retirement age
Figure 12: Working status by age group, June 2015
Younger Baby Boomers feel the least healthy
Figure 13: Self-selected health status by age group, June 2015
Market drivers
28% Baby Boomers hold senior or intermediate management jobs
Figure 14: Job status by age group, June 2015
Baby Boomers are very careful with their money
Figure 15: Household income by age group, June 2015
Younger Baby Boomers are under the most pressure financially
Figure 16: Current financial situation by age group, June 2015
Nearly one in six Baby Boomers has a smartphone
Figure 17: Personal ownership of consumer technology products, June 2015
Physical marketing collateral is more persuasive to Baby Boomers
Figure 18: Baby Boomers attitudes towards marketing and advertising as influences, December 2014
Market innovation
Festivals aren’t just for the young
Figure 19: Attitudes towards music concerts and festivals, by age group, May 2014
Curated content for the over-50s
Over-50s cinema icons to bring Baby Boomers back to the cinema
Figure 20: Percentage of consumers who have not visited the cinema in the last 12 months, by generation, August 2014
THE CONSUMER
What you need to know
Despite health concerns Baby Boomers are less active than younger generations
Older Baby Boomers are the keenest to keep their minds active
Over half of Baby Boomers spend their leisure time learning a skill, or would like to
Fitness activities
Nearly one in three Baby Boomers doesn’t exercise at all
Figure 21: Activity levels by age group, June 2015
Half of Baby Boomers participate in in-home fitness activities
Figure 22: Participation in in-home or individual fitness activities in the last 12 months, by generation, December 2014
Baby Boomers are most concerned about the cost of health and fitness clubs
Figure 23: Perceptions of full-service health and fitness clubs by age group, May 2015
Leisure participation
Baby Boomers participate less frequently than the UK population
Figure 24: Participation in leisure activities by baby boomers, June 2015
Craft activities are a popular pastime for Baby Boomers
Figure 25: Participation in sedentary leisure activities, June 2015
Single Baby Boomers are the least likely to go on day trips
Figure 26: Participation in semi-active leisure activities, by baby boomers, June 2015
Higher income Baby Boomers are more likely to participate in active pursuits
Figure 27: Participation in active leisure activities, by baby boomers, June 2015
Motivation for taking part in leisure activities
Older Baby Boomers want to keep their minds active
Figure 28: Preferred reason for spending time on leisure, June 2015
Baby Boomers with children at home prioritise family over relaxation
Figure 29: Preferred reason for spending time on leisure, by household composition, June 2015
Learning during leisure time
37% of Baby Boomers would like to learn a skill during their leisure time
Figure 30: Learning skills through leisure time, by age group, June 2015
Other responsibilities keep Baby Boomers from trying out new hobbies
Figure 31: Reasons why those who would like to learn a new skill haven’t done so, by age group, June 2015
For some, relaxation is the priority in leisure time
Figure 32: Reasons why people don’t want to learn anything new in their leisure time, June 2015
Impact of work on leisure time
A quarter of Baby Boomers are more concerned with work than leisure
Figure 33: Impact of work on attitudes to leisure activities, by age group, June 2015
Care responsibilities restrict leisure time for one in four
Figure 34: Reasons why people can’t take part in leisure activities, by age group, June 2015
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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