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Family Entertainment - US - January 2016

Published By :

Mintel

Published Date : Jan 2016

Category :

Lifestyle

No. of Pages : N/A

Preliminary 2014 data suggests that the number of births ticked upward for the first time since 2007. Though the increase was small it effectively ended a three-year streak of birth rates at historic lows. There is a possibility that the increase is the initiation of a

Overview

What you need to know
Definition

Executive Summary

Figure 1: Households, by type, 2015
The issues
Many families seek excitement on a tight budget
Figure 2: Attitudes toward family activities – Any agree, by gender, November 2015
Audience fragmentation means advertising reaches fewer family members
Figure 3: In-home sources of entertainment – Select responses, by generation, November 2015
Parents worry about what children are exposed to in the media
Figure 4: Attitudes towards children’s media exposure – Any uncomfortable, November 2015
Brands must adapt to the fading away of the “traditional” family
The opportunities
Using tech to facilitate family bonding
Figure 5: The role of technology – Any agree, November 2015
Parents like the trend toward gender-neutral products for kids
Figure 6: Attitudes toward gender neutrality in kids’ products and activities – Any agree, by gender and by generation, November 2015
Strong consumer confidence means a willingness to spend on leisure and entertainment
Figure 7: Consumer Sentiment Index, January 2007-October 2015
What it means

The Market – What You Need to Know

Some 35 million households include children younger than 18
2014 fertility data indicates a possible “baby bounce”
Spending on entertainment higher in households with children

American Families

Children younger than 18 present in 28% of US households
Figure 8: Households, by type, 2015
Millennials delay, but likely will not forgo, marriage and family
Figure 9: Detailed marital status, by generation*, 2013
Could 2014 be a prelude to a baby bounce?
Figure 10: Annual births and fertility rate, 2003-14*
Share of households with children in decline
Figure 11: Households, by presence of own children, 2003-14
Asian and Hispanic households most likely to include families, children
Figure 12: Households by type, by race/Hispanic origin of householder, 2013
Figure 13: Households with own children, by race and Hispanic origin of householder, 2013

Entertainment Expenditures

Households with kids spend more on entertainment than those without
Figure 14: Average and indexed average annual expenditures for selected entertainment categories, by presence of children, 2012-14*
Spending on fees and admissions likely going to kids and family outings, not “parents’ night out”
Figure 15: Average and indexed annual expenditures for fees and admissions, by presence of children, 2012-14*
Musical equipment, video games popular in households with children
Figure 16: Average and indexed average annual expenditures for audiovisual and electronic gaming, by presence of children, 2012-14*

Key Players – What You Need to Know

What’s working: Imagination, diversity, nostalgia
Challenges: Keeping kids active, pleasing everyone
What’s next: Including dads, sensitivity training, empowering girls

What’s Working?

Imaginative forms of entertainment sure to please children and parents
Incorporating diversity and teaching language
Figure 17: “Sesame Street & Autism: Highlight Reel,” online video, October 2015
Figure 18: Attitudes towards children’s media exposure – Netted – Select responses, November 2015
Targeting parents with nostalgia
Figure 19: “Disney’s The BFG — Teaser Trailer,” online video, December 2015
Cause marketing for kids
Figure 20: “Be Inspired | The Lion Guard: Return of the Roar | Disney Channel,” online video, November 2015

Challenges

Parents struggle to keep kids active
Same-sex couples becoming more visible, not all parents are okay with it
Figure 21: “Your Father,” online video, October 2015
Keeping kids safe online
Figure 22: “Torch. The Router for Parenting in the Digital Age,” online video, October 2015

What’s Next?

Allowing for more fluid gender roles
The future is modular
Sensitivity training for customer-facing employees
Encouraging girls to pursue STEM
Rethinking how to talk to kids about sex and gender

The Consumer – What You Need to Know

Average monthly family entertainment budget: $182
Moms enjoy watching kids’ TV shows and movies
Only 44% of parents are comfortable with their children seeing same-sex couples in the media
Parents most likely to seek imaginative and educational activities
Family entertainment helps parents feel like kids again
Dads more likely than moms to feel pressure around family entertainment

Monthly Family Entertainment Budget

Average family spends $182 on entertainment per month
Figure 23: Monthly spend on family entertainment, November 2015
Dads, Older Millennials are family entertainment big spenders
Figure 24: Mean monthly spend on family entertainment, by gender and by generation, November 2015
One third of families spending more on entertainment, few spending less
Figure 25: Change in spending on family entertainment, November 2015
Figure 26: Change in spending on family entertainment – Spending more than last year, by gender and by generation, November 2015

In-home Sources of Entertainment

TV remains king in family entertainment
Figure 27: In-home sources of entertainment, November 2015
Streaming services provide brands access to young parents
Figure 28: In-home sources of entertainment – Select responses, by generation, November 2015
Streaming roughly equally common in low- to high-income households
Figure 29: In-home sources of entertainment – Select responses, by household income, November 2015
Larger households invest more in entertainment
Figure 30: In-home sources of entertainment – Select responses, by household size, November 2015

Approach to Family Entertainment

Majority of parents enjoy watching kids’ movies/TV shows, parents looking for ways to bond
Figure 31: Approach to family entertainment, November 2015
Moms more likely to say they enjoy kids’ programming
Figure 32: Approach to family entertainment – Select responses, by gender, November 2015
For young parents, devices are part of the family
Figure 33: Approach to family entertainment – Technology is a distraction, by generation, November 2015
Educational entertainment resonates with parents of younger kids
Figure 34: Approach to family entertainment – Select responses, by age of children in household, November 2015

Attitudes towards Children’s Media Exposure

Sexuality and gender identity polarize parents
Figure 35: Attitudes towards children’s media exposure — Netted, November 2015
Moms more conservative than dads
Figure 36: Attitudes towards children’s media exposure – Any comfortable – Select responses, by gender, November 2015
Older Millennials least conservative
Figure 37: Attitudes towards children’s media exposure – Any comfortable – Select responses, by generation, November 2015
White, Hispanic parents tend to be more lenient
Figure 38: Attitudes towards children’s media exposure – Any comfortable – Select responses, by race/Hispanic origin, November 2015

Important Qualities in Family Entertainment

Parents seek activities that will give their kids an edge in school but kids must buy in as well
Figure 39: Important qualities in family entertainment, November 2015
Moms expect more
Figure 40: Important qualities in family entertainment – Select responses, by gender, November 2015
Majority of parents like the gender-neutral trend
Figure 41: Attitudes toward gender neutrality in kids’ products and activities – Netted, by gender, generation, and kids’ age, November 2015

Attitudes toward Spending Time with Kids

Parents enjoy watching their kids, acting like kids themselves
Figure 42: Attitudes toward spending time with kids – Netted, November 2015
Dads may be more “down to clown”
Figure 43: Attitudes toward spending time with kids – Any agree, by gender, November 2015
Millennials seek “throwback” to childhood
Figure 44: Attitudes toward spending time with kids – Any agree, by gender, November 2015
Hispanic parents may view throwbacks as a way to stay connected to their heritage
Figure 45: Attitudes toward spending time with kids – Any agree, by race/Hispanic origin, November 2015

Pressure on Family Time

Family entertainment is not all fun and games
Figure 46: Pressure on family time – Netted, November 2015
Dads feel the pressure when it comes to family entertainment
Figure 47: Pressure on family time – Any agree, by gender, November 2015
More children, more pressure
Figure 48: Pressure on family time – Any agree, by number of children, November 2015

The Roles of Experience and Technology

Families seek memorable experiences, opportunity to go out
Figure 49: The role of experience – Netted, November 2015
Figure 50: The role of experience – Any agree, by gender, by generation, and by race/Hispanic origin, November 2015
Technology becoming more enmeshed in family time
Figure 51: The role of technology – Netted, November 2015
Figure 52: The role of technology – Any agree, by gender, by generation, and by race/Hispanic origin, November 2015

Appendix – Data Sources and Abbreviations

Data sources
Sales and demographic data
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

Appendix – Market – American Families

Figure 53: Households, by type, 2015
Figure 54: Households by type, by race/Hispanic origin of householder, 2013
Figure 55: Households, by presence of own children, 2003-14
Figure 56: Households with own children, by race and Hispanic origin of householder, 2013
Figure 57: Household size, by race/Hispanic origin, 2013
Figure 58: Detailed marital status, by age, 2013
Figure 59: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 60: Annual births and fertility rate, 2003-14*
Figure 61: Births and birth rates, by age of mother, 2013 and preliminary 2014
Figure 62: Births, by race and Hispanic origin of mother, 2003-14*
Figure 63: Population of children, by age, 2010-20

Appendix – Market – Entertainment Expenditures

Figure 64: Average annual expenditures for selected entertainment categories, by presence of children, 2012-14*
Figure 65: Distribution of average annual expenditures for selected entertainment categories, by presence of children, 2012-14*
Figure 66: Market shares, selected entertainment categories, by presence of children, 2012-14*
Figure 67: Average annual expenditures for fees and admissions, by presence of children, 2012-14*
Figure 68: Average annual expenditures for audiovisual and electronic gaming, by presence of children, 2012-14*

Appendix – Consumer

Figure 69: Households with pay TV and video-on-demand subscriptions, July 2008-September 2015
Figure 70: Households with pay TV and video-on-demand subscriptions, July 2008-September 2015

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