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Leisure Habits of Millennials - UK - August 2015

Leisure Habits of Millennials - UK - August 2015

Millennials have grown up in a digital world and one of their defining characteristics is their enthusiasm for technology and spending time online. However, they are also constantly on the lookout for new experiences, which can be as simple as trying a new type of food or going to a pub quiz. This need means that this group are also likely to go to live music festivals or sports events.

This report looks at the following areas:

Responsible Millennials
Appetite for new flavours and tastes


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Millennials are ethnically diverse which will influence behaviour
Figure 1: Populations in England and Wales by ethnicity, 2011
A quarter have household income of under £15,500 a year
Figure 2: Gross annual household income, by generation, March 2015
Younger and older Millennials have very different living situations
Figure 3: Current living situation, by generation, March 2015
Money-savvy Millennials opt for lower-cost leisure activities
Figure 4: Where Millennials choose to spend their extra money, March 2015
Millennials are drinking less than any other generation
Half of Millennials will go to live events
Figure 5: Proportion who claim to be teetotal, by age, 2011-13
Figure 6: Participation in live events during the last 12 months, by generation, March 2015
New restaurants will be popular with Millennials
Over two thirds of Millennials exercise
Figure 7: Attitudes towards eating out at restaurants, by generation, March 2015
Figure 8: Selected attitudes towards health and fitness, by gender, March 2015
Money-savvy Millennials are cautious about spending on leisure
Figure 9: Amount spent on leisure activities during the last 12 months, March 2015
Figure 10: Selected attitudes towards spending money on leisure, by generation, March 2015
ISSUES & INSIGHTS
Responsible Millennials
Appetite for new flavours and tastes
THE MARKET
What you need to know
Millennials are the most ethnically diverse group in the UK
Leisure time is considered part of having a successful life
Nearly half of older Millennials are in the family lifestage
Unemployment remains high for Millennials
Leisure activities compete with saving when Millennials have spare cash
Who are the Millennials?
Millennials are the most ethnically diverse group in the UK
Figure 11: Populations in England and Wales, by ethnicity, by age, 2011
Although they are career-driven Millennials want a work/life balance
Figure 12: Millennials’ life goals, March 2015
One in four younger Millennials are either in a couple or in a family
Figure 13: Current living situation, by generation, March 2015
29% of younger Millennials have household income under £15,500
Figure 14: Gross annual household income, by generation, March 2015
Market drivers
Unemployment for Millennials is falling but remains comparably high
Figure 15: Number of unemployed in the UK, by age, 2013 and 2015
77% of older Millennials are in employment
Figure 16: Current working situation, by generation, March 2015
Tech-savvy Millennials have high expectations of digital services
Figure 17: Millennials’ technology product ownership, March 2015
In terms of priorities for spare cash, leisure has to compete with savings
Figure 18: Where Millennials choose to spend their extra money, March 2015
Today’s Millennials are the least likely to drink alcohol on a regular basis
Figure 19: Drinking during the week before being interviewed for the survey, by age, 2005-13
Around a quarter of Millennials are teetotal
Figure 20: Proportion who claim to be teetotal, by age, 2005-13
THE CONSUMER
What you need to know
Experiencing events live is attractive to Millennials
Millennials are keen to try new flavours
Technology used to help plan leisure time and save money
Health and fitness is part of being successful for Millennials
Participation in leisure activities
Live events attract half of Millennials to participate at least once a year
Figure 21: Leisure attractions visited in the last 12 months (any frequency), March 2015
Figure 22: Leisure attractions visited in the last 12 months, by frequency, March 2015
A fifth of Millennials visit health clubs or leisure centres frequently
Eating in bars more popular than just drinking
Figure 23: Leisure attractions with age restrictions visited in the last 12 months (any frequency), March 2015
Figure 24: Leisure activities visited in the last 12 months, by frequency, March 2015
Interest in different venues
Millennials are experimental and social
Figure 25: Interest in trying types of venues, March 2015
Pubs need to offer entertainment to appeal to Millennials
Figure 26: Interest in trying types of bar or club venues, March 2015
Attitudes towards eating out
Millennials can be a fickle audience for restaurants
Figure 27: Attitudes towards eating out at restaurants, by generation, March 2015
User reviews are influential in how Millennials choose where to eat
Figure 28: Attitudes towards choosing new restaurants, by generation, March 2015
Attitudes towards health and fitness
One in three Millennials do no fitness activities at all
Figure 29: Participation in any fitness activity in the last 12 months, by generation, March 2015
Half of Millennials would like to track their health and fitness via apps
Figure 30: Attitudes towards health and fitness tracking apps and social media, March 2015
Nearly half of Millennials do not consider health when choosing what to eat
Figure 31: Attitudes towards nutrition, March 2015
One in four agree that the benefits of gyms justify the cost
Figure 32: Attitudes towards the gym and body image, March 2015
Attitudes towards spending on leisure
Leisure spending is not increasing amongst Millennials
Figure 33: Amount spent on leisure activities during the last 12 months, by generation, March 2015
Holidays are diverting funds from leisure activities
Figure 34: Reasons for Millennials not spending on leisure activities in the last 12 months, March 2015
Cost-conscious Millennials use technology to save them money
Figure 35: Attitudes towards spending money on leisure, by generation, March 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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