Abstract
About this report
The growth of the leisure society, more flexible patterns of working and advances in technology have given Britons huge opportunities to expand the horizons of their free time beyond an evening in front of the television during what has traditionally been the working week.
Spending in the leisure market at large has enjoyed robust growth during the current decade but is now coming under sustained pressure from the depth and duration of the ongoing recession. And the weekday sector is proving most at risk as consumers circle their financial wagons to ring-fence their weekend leisure and ' trade down' from going out midweek to staying in at home. Their appetite for weekday leisure remains strong but the market' s supply side faces new challenges in unleashing it, and not just economic ones: consumers' inertia, strength of habits and perceptions of time and energy are all shaping the scale and nature of their participation.
This report examines consumers' weekday leisure habits, the range of leisure opportunities available to people between Monday and Thursday, and their attitudes towards their free time midweek. In so doing, it tests the hypothesis that: "the pressures of time and money imposed on consumers by the current recession have combined with television' s dominant position in the market to restrict Britons' weekday leisure options and their ability to exercise them".
Main issues
- How much weekday leisure time do British adults have?
- How do our weekday leisure habits differ from our weekend ones?
- What do we like to do with our spare time in the week?
- How have our leisure habits changed since the recession began to bite?
- To what extent does television viewing dominate the weekday leisure landscape?
- How are changing attitudes towards work/life balance affecting attitudes towards leisure time?
- How do the demands of domestic chores restrict our leisure options?
- What areas of leisure spending are being hardest hit by the recession?
- How can technology improve the quality of our weekday free time?
Table of Contents
- Issues in the Market
- Main issues
- Definition
- Abbreviations
- Market in Brief
- Weekday leisure activities must fit in a two-hour box
- Market growth: Planning and motivation the keys
- Women work less, but are still least at leisure in the home
- Apathy: A powerful force for inactivity
- The recession: It' s stay in or subscribe
- Busy doing nothing -- or improving ourselves and our skills
- Weekday leisure a force for social good
- Internet functionality could make TV' s domination complete
- Students go into work with a hangover
- Internal Market Environment
- Key points
- How much time do we have to play with?
- Figure 1: Weekday leisure time, 2008 and 2009
- Work and kids get in the way
- The tyranny of TV
- Figure 2: Weekday leisure time, 2004-08
- UK still the long-hours capital of Europe
- Figure 3: Usual weekly hours of work, by gender, 2008/09*
- Women put in the hours, but not for money
- Flexible minds as important as flexible hours
- Unemployment: Forced leisure on the rise
- Figure 4: Employment and unemployment, by gender, 2004-14
- A (less well-off, older) woman' s work is never done
- Figure 5: Amount of time spent on household chores (cleaning, washing,
gardening etc) on an average weekday, by gender, age and socio-economic
group, 2008
- Help in the home: The butler didn' t do it
- Figure 6: Adults who have paid help at home to help with the household
chores, 2003-08
- Broader Market Environment
- Key points
- Spending slowdown threatens weekday leisure
- Figure 7: Trends in personal disposable income and consumer expenditure,
2004-14
- Consumers ready to rein in buying on impulse
- Figure 8: Spending intentions in the leisure market, April 2009
- Opportunity in upward mobility
- Figure 9: Forecast adult population trends, by socio-economic group,
2004-14
- Web generation 1.0 starting to mature
- Figure 10: Trends in the age structure of the UK population, by gender,
2004-14
- TV wheels out a new weapon in HD...
- Figure 11: Trends in digital TV usage, 2007-09
- ...but interactivity remains the medium' s Achilles' heel
- Weekday web use increasingly important
- Figure 12: British internet penetration at home/work/place of study or
elsewhere, by gender, socio-economic group, age and working status, 2002-09
- Speed of access to shape longer-term patterns of web use
- Figure 13: Broadband lines in the UK, Q3 and Q4 2008
- Competitive Context
- Key points
- Consumers keen to maintain leisure spend
- Figure 14: Average weekly household expenditure*, 2002/03-07
- Weekday vs weekend leisure: Self-improvement...
- Figure 15: Time spent on daily activities, 2005
- ...and pottering
- Internal competition: To stay in or go out?
- Strengths and Weaknesses in the Market
- Strengths
- Range of available options
- Influence of technology
- Improving work/life balances
- The rise of ' edutainment'
- Social inclusion benefits
- Weaknesses
- The economy
- Women' s double burden
- Weekend leisure focus
- Tyranny of TV
- Consumer inertia
- Leisure Spend
- Key points
- Recession forces spending to retreat indoors
- Figure 16: Consumer expenditure on selected leisure goods and
activities, 2003-08
- Society splits into hedonists and improvers
- Weekday Versus Weekend Leisure Time
- Key points
- Nearly two thirds stay home during the week
- Figure 17: Weekly habits, February 2009
- Family time being kept for the weekend
- Out-of-home sector threatened by cuts in time as much as in money
- Weekday leisure throws a lifeline to the socially isolated
- Amount of Weekday Leisure Time
- Key points
- Window of weekday leisure opportunity is two to three hours in width
- Figure 18: Weekday leisure time, February 2009
- Unpaid work: Do women know where to draw the line?
- Young people in need of leisure education
- Patterns of out-of-home leisure: Time beats inclination
- Figure 19: Typical week, by hours available, February 2009
- Weekday Leisure Activities
- Key points
- Static activities lead the way
- Figure 20: Weekday leisure activities, February 2009
- In-home leisure dominates -- but by choice, necessity or ignorance?
- Women need to escape from home to escape from work
- Weekend leisure proves fertile ground for weekday interest growth
- Figure 21: Typical week, by leisure activities in weekday, February 2009
- Figure 22: Typical week, by leisure activities in weekday, February 2009
- Weekday Leisure Activities Compared to a Year Ago
- Key points
- The retreat from out-of-home leisure: Is it really all about the economy?
- Figure 23: Weekday leisure activities compared to a year ago, February
2009
- Students carry on going out -- but only until they graduate
- Women are volatile, men are creatures of habit
- The weekday leisure divide: Working to live or living to work
- Figure 24: Leisure activities in weekday in comparison with last year,
February 2009
- Appendix -- Broader Market Environment
- Figure 33: Forecast adult population trends, by lifestage, 2004-14
- Appendix -- Weekday Versus Weekend Leisure Time
- Figure 34: Weekly leisure habits, by demographic sub-group, February 2009
- Appendix -- Amount of Weekday Leisure Time
- Figure 35: Weekday leisure time, by demographic sub-group, February 2009
- Appendix -- Weekday Leisure Activities
- Most popular weekday leisure activities, by detailed demographics
- Figure 36: Most popular weekday leisure activities, by demographic
sub-group, February 2009
- Next most popular weekday leisure activities, by detailed demographics
- Figure 37: Next most popular weekday leisure activities, by demographic
sub-group, February 2009
- Figure 38: Time available to do what you like on the average weekday, by
leisure activities in weekday, February 2009
- Figure 39: Time available to do what you like on the average weekday, by
leisure activities in weekday, February 2009
- Appendix -- Weekday Leisure Activities Compared to a Year Ago
- Figure 40: Weekday leisure activities compared to a year ago, by
demographic sub-group, February 2009
- Figure 41: Typical week in comparison with last year, February 2009
- Figure 42: Time available to do what you like on the average weekday in
comparison with last year, February 2009
- Figure 43: Free time on weekdays now compared to last year by itself,
February 2009
- Figure 44: Statements about free time on weekdays in comparison with the
last year, February 2009
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