Abstract
The blending of learning and educational experiences with leisure is a technique that has been gathering pace within this sector for some years. It is a highly valuable concept which allows educational and entertainment providers to increase their perceived worth in the eyes of the consumer, based on their preference for either attribute.
A double-edged phenomena, this trend seeks to cater for the tastes and needs of a consumer base that is interested in self-development and learning. However, the actual effects of edutainment and its ability to include everyone, appears to be diminishing consumers' ability to learn without the use of some kind of entertainment attached to the learning experience.
This report examines the hypothesis: “do consumers really want to learn in their leisure time?”
Main issues
- Is ‘edutainment' a fad marketing concept or worth long-term investment?
- To what extent do consumers want to be educated during their leisure activities, and how much value do consumers attach to learning in leisure?
- Has edutainment boomed on the back of a knowledge-oriented society, or is edutainment being used to bridge the shortfall in consumer interest in culture, art and history?
- In trying to broaden consumer participation in cultural venues, do operators run the risk of alienating the core user base?
- Does the relative absence of young consumers from educational leisure reflect a generation of consumers who have been removed from cultural importance through the mass marketing of television edutainment? Or is this simply the way it has always been?
Table of Contents
- Issues in the Market
- Main issues
- Definition
- Terminology
- TGI lifestage definitions
- Abbreviations
- Market in Brief
- New word, old concept
- The digital era
- Hyper profits from hyper parenting
- Spectacle over substance
- Consumers' attitudes towards edutainment
- The double edged sword
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- The Culture of Learning and Entertainment
- Key points
- The culture of learning
- Figure 1: Agreement with lifestyle statements, 2003-08
- Demographic differences
- Figure 2: Agreement with lifestyle statements, by age, 2008
- What consumers really do on holiday
- Figure 3: Trends on activities enjoyed most on holiday, 2008
- Changing economy, changing leisure
- Figure 4: Trends on the lifestyle statement ' I prefer to be active in my
leisure time' , 2007-08
- Education and widening participation
- Figure 5: Students in higher education: (home and overseas students), by
type of course and sex, 1970/71-2005/06
- Lowering the bar
- Away from academia...
- ...toward developing the self
- Fear and learning
- Figure 6: Attendance at school clubs/lessons, by gender, age,
socio-economic group, October/November 2007
- Case study: KidZania
- The home of edutainment
- Figure 7: Trends on average hours watching TV on a weekday, 2003-08
- Convergence and interactivity
- Figure 8: Digital items personally used, June 2008
- Thinking time
- Figure 9: Activities done during commute, May 2008
- Communication Theories behind Edutainment
- Key points
- Edutainment, the theoretical grounding
- 1970s -- and the big push for edutainment
- Case study: Sabido and the origin of Education Entertainment for Television
- Theory in practice
- Cognitive theory and computer games
- Location-based Edutainment
- Key points
- Classifications
- Figure 10: Classification of location-based edutainment
- LBE -- Interactive and Participatory
- Open-ended
- The rise of the indoor play centre
- Structured
- Revolutionising play for the pre-schooler
- Live and learn
- Learning becomes the ultimate gift
- Learning potential
- Figure 11: Experience of/interest in experience days out, November 2006
- LBE -- Non-Interactive and Spectator
- Explorative
- Dwindling interest in educational attractions
- Inspiration in innovation
- Figure 12: Total visits to visitor attractions in England*, by
attraction type, 2003-07
- The importance of interactivity
- Impact of the recession
- Figure 13: Total visits to historical and cultural attractions in
England*, 2003-08
- Popularity over preservation?
- That' s Edutainment -- Historical sites
- Coming up...
- That' s Edutainment -- Museums and galleries
- E-learning
- International developments
- That' s Edutainment -- Wildlife, zoos and aquariums
- Putting education into entertainment
- Seated and scripted
- Passive Edutainment -- Television and The Rise of Multichannel
- Key points
- Commercial insight
- The turning point in educational television
- Mr Rogers' Neighbourhood
- Sesame Street
- The value of learning
- The changing face of children' s edutainment
- Figure 14: Children' s channels viewing statistics, January 26-February
01 2009
- Capitalising on the learning trend
- Adult edutainment in television
- A formal divide
- Computer/Video Games
- Key points
- The gaming generation
- Brain numbing to brain training
- Parental appeal
- Universal appeal
- Smart thinking
- The lure of self development
- An industry is born
- For the mobile Phone
- For the internet
- Beyond Dr Kawashima
- Get serious
- Newspapers/Printed Press
- Key points
- No news is good news?
- Figure 15: Activities done during commute, May 2008
- The mass market approach
- Puzzles -- the ultimate cerebral edutainment
- Printed puzzles
- A competitive edge
- Youth of today not up for the challenge?
- Sudoku -- a puzzling revival
- Growing interest
- Why Sudoku appeals to consumers
- What the newspapers did
- Saturating the entertainment market
- Consumer Leisure Activities
- Key points
- In-home entertainment tops the bill
- Figure 16: Consumer leisure activities, January 2009
- Demographic differences
- The social vacuum
- Cultural venues most popular amongst sociable consumers and gardeners
- Figure 17: Most popular consumer leisure activities, by consumer leisure
activities, January 2009
- Visitors to cultural venues also big readers
- Figure 18: Next most popular consumer leisure activities, by consumer
leisure activities, January 2009
- Consumer Usage of Edutainment Activities
- Key points
- Passive learning
- Figure 19: Edutainment activities, January 2009
- Grey matter and grey hair
- Virtual bridge for the class divide
- Parental sway
- Virtual versus reality
- Figure 20: Edutainment activities, by leisure activities, January 2009
- Figure 21: Edutainment activities, by edutainment activities, January
2009
- Appendix -- The Culture of Learning and Entertainment
- Lifestyle statements, by age
- Figure 31: Lifestyle statements, by age, 2008
- Attitudinal statements, by lifestage
- Figure 32: Attitudinal statements, by lifestage, 2008
- Attitudinal statements, by other lifestages
- Figure 33: Attitudinal statements, by other lifestages, 2008
- Activities enjoyed most on holiday, by age
- Figure 34: Activities enjoyed most on holiday, by age, 2008
- Activities enjoyed most on holiday, by lifestage
- Figure 35: Activities enjoyed most on holiday, by lifestage, 2008
- Activities enjoyed most on holiday, by other lifestages
- Figure 36: Activities enjoyed most on holiday, by other lifestages, 2008
- Attendance at after school clubs/lessons, by gender, age, socio-economic
group, region and household size
- Figure 37: Attendance at after school clubs/lessons, by gender, age and
socio-economic group, October/November, October/November 2007
- Average hours watching TV on a weekday, by age
- Figure 38: Average hours watching TV on a weekday, by age, 2008
- Average hours watching TV on a weekday, by lifestage
- Figure 39: Average hours watching TV on a weekday, by lifestage, 2008
- Average hours watching TV on a weekday, by other lifestages
- Figure 40: Average hours watching TV on a weekday, by other lifestages,
2008
- Average trip length (all modes), by purpose
- Figure 41: Average trip length (all modes), by purpose, 1997-2006
- Trips per person per year, by purpose and main mode
- Figure 42: Trips per person per year, by purpose and main mode, 2006
- Appendix -- Consumer Leisure Activities
- Most popular consumer leisure activities, by detailed demographics
- Figure 43: Most popular consumer leisure activities, by detailed
demographics, January 2009
- Next most popular consumer leisure activities, by detailed demographics
- Figure 44: Next most popular consumer leisure activities, by detailed
demographics, January 2009
- Appendix -- Consumer Usage of Edutainment Activities
- Figure 45: Edutainment activities, by detailed demographics, January 2009
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