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Leisure Time - Canada - August 2014

Published By :

Mintel

Published Date : Aug 2014

Category :

Lifestyle

No. of Pages : 196 Pages

With the aging population correlating with an expected increase in smartphone and tablet usage over the next decade, leisure operators should be exploring ways of engaging older consumers with apps and online tools.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Market overview
Canada’s population is expected to age in the coming years, but disposable income is increasing
Figure 1: Projected trends in the age structure of the Canada population, 2014-19
The consumer
Most Canadians prefer to spend their leisure time being low-to-moderately active
Figure 2: Activity levels among Canadians, May 2014
Shopping and dining out are the most participated in leisure activities
Figure 3: Frequency of participating in leisure activities in the last 12 months, May 2014
The rise of online booking
Figure 4: Booking preference per leisure activity, May 2014
Canadians use a variety of discount options for leisure activities
Figure 5: Use of discount offers and deals for leisure activities during the past 12 months, May 2014
Notable differences in how Canadians like to spend their leisure time
Figure 6: Attitudes towards leisure time, May 2014
What we think

Issues and Insights

Increasing leisure activity participation among less affluent Canadians
The facts
The implications
Focusing on Millennial males’ participation in leisure activities in Canada
The facts
The implications
Integrating tech, social networking and online tools into leisure activities
The facts
The implications
Engaging Canada’s aging population with technology
The facts
The implications

Trend Application

Trend: Switch Off
Trend: Access All Areas
Trend: Power of One

Market Drivers

Key points
Demographic overview
Canada’s population is expected to age in the coming years
Figure 7: Projected trends in the age structure of the Canada population, 2014-19
Over half of Canadians are overweight or obese
Figure 8: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2009-13
Economic overview
Canadian economy to pick up speed, but risks remain
Figure 9: Canada’s GDP, by quarter, 2008-14
Figure 10: Annual average exchange rates for the Canadian dollar, 2010-14
Income and savings on the rise
Figure 11: Household disposable incomes and savings in Canada, 2008-14
Figure 12: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, 2007-12
Canada’s employment rates remain steady
Figure 13: Canada’s unemployment rate, by gender, 2008-14
Leisure-specific overview
Movie ticket prices continue to increase in both Canada and the US
Figure 14: Average movie ticket price in the United States and Canada (US dollars), 2001-13
Shopping opportunities have increased in Canada
Figure 15: Total number of shopping centres in Canada, 2001-12
Figure 16: Retail e-commerce sales in Canada (in billion US dollars), 2012-17

Overview of Selected Leisure Companies

Retail operations
Canadian Tire
Shoppers Drug Mart
Restaurant/Pub operations
Tim Hortons
CARA Operations
Boston Pizza
Movie theatre chains
Cineplex
Landmark Cinemas
Cinémas Guzzo
Health/Fitness clubs
GoodLife Fitness
LA Fitness

The Consumer – Canadians’ Activity Level

Key points
Most Canadians prefer to spend their leisure time being low-to-moderately active
Figure 17: Activity levels among Canadians, May 2014
Figure 18: Preference for being more active during leisure time, by gender, age, and household income, May 2014

The Consumer – Frequency of Leisure Activities

Key points
Shopping and dining out are the most popular leisure activities
Figure 19: participating in leisure activities in the last 12 months, May 2014
Figure 20: Frequency of participating in leisure activities in the last 12 months, May 2014
Figure 21: Frequency of participating in leisure activities in the last 12 months, by gender, May 2014
Participation in leisure activities aided by having more disposable income
Figure 22: Monthly participation in selected leisure activities in the last 12 months by household income, May 2014
18-34-year-old men and urbanites most likely to participate in less popular leisure activities
Figure 23: Frequency of participation in less popular activities, May 2014

The Consumer – Leisure Booking Preference

Key points
The rise of online booking
Figure 24: Booking preference per leisure activity, May 2014
Online booking more likely for less immediate activities
Figure 25: Booking preference among selected less frequent leisure activities, May 2014
Affluent Canadians are more likely to book leisure tickets online
Figure 26: Online booking by household income, May 2014
Online booking for health or fitness classes and memberships lags behind other leisure venues
Figure 27: Booking preference among consumers for health/exercise venues, May 2014

The Consumer – Discount Purchases

Key points
Canadians use a variety of discount options for leisure activities
Figure 28: Use of discount offers and deals for leisure activities during the past 12 months, May 2014
Affluent Canadians more likely to outlay funds in order to save in future
Figure 29: Use of selected offers and deals for leisure activities during the past 12 months, by household income, May 2014
Older women use deals and discounts more intently
Figure 30: Use of selected offers and deals for leisure activities during past 12 months, by gender, May 2014
Two thirds of Canadians use two or more types of deals and offers
Figure 31: Number of discount offers and deals for leisure activities used during the past 12 months, May 2014

The Consumer – Attitudes towards Leisure Time

Key points
Summary of attitudes towards leisure time
Figure 32: Attitudes towards leisure time, May 2014
Most Canadians claim to take charge when it comes to their leisure time
Figure 33: Attitudes towards deciding how to spend leisure time, May 2014
Split preferences for being connected in leisure time
Figure 34: Attitudes towards leisure time and online connectivity, May 2014
Figure 35: Attitudes towards leisure time and online connectivity, by age, May 2014
Spending leisure activities with others edges out alone time
Figure 36: Attitudes towards spending leisure time with others, May 2014
Over half of Canadians have plenty of activities to fill their leisure time, but they often look for new things to do
Figure 37: Attitudes towards leisure time activities, May 2014

The Consumer – Leisure Time and Chinese Canadians

Key points
Chinese Canadians differ in how they spend their leisure time in many ways
Figure 38: Participation in selected leisure activities: Chinese Canadians against overall population, May 2014
Chinese Canadians prefer pre-booking many leisure activities online
Figure 39: Difference in booking preference for selected activities: Chinese Canadians against overall population, May 2014
Chinese Canadians are apathetic about most leisure time attitude statements
Figure 40: Stated response of ‘neither agree nor disagree’ with selected attitudes towards leisure time: Chinese Canadians against overall population, May 2014
Chinese Canadians cannot be without their technology

The Consumer – Target Groups

Key points
Five target groups
Figure 41: Target groups for leisure time, May 2014
Disengaged (30%)
Independents (20%)
Social Butterflies (18%)
Enthusiasts (17%)
Tech Lovers (15%)

Appendix – The Consumer – Canadians’ Activity Level

Figure 42: Activity levels among Canadians (nets), May 2014
Figure 43: Activity levels among Canadians, May 2014
Figure 44: Activity levels among Canadians, by demographics, May 2014

Appendix – The Consumer – Frequency of Leisure Activities

Figure 45: Frequency of leisure activity, May 2014
Figure 46: Frequency of leisure activity – Shopping, by demographics, May 2014
Figure 47: Frequency of leisure activity – Dining out at restaurants, by demographics, May 2014
Figure 48: Frequency of leisure activity – Go to the movie theatre, by demographics, May 2014
Figure 49: Frequency of leisure activity – Use a leisure centre, health or fitness club, by demographics, May 2014
Figure 50: Frequency of leisure activity – Go for a drink in pubs/bars^, by demographics, May 2014
Figure 51: Frequency of leisure activity – Go to see live entertainment shows, by demographics, May 2014
Figure 52: Frequency of leisure activity – Attend live sports events, by demographics, May 2014
Figure 53: Frequency of leisure activity – Visit a spa/wellness facility, by demographics, May 2014
Figure 54: Frequency of leisure activity – Visit a museum, gallery, exhibition or other visitor attractions, by demographics, May 2014
Figure 55: Frequency of leisure activity – Go to a music concert/festival, by demographics, May 2014
Figure 56: Frequency of leisure activity – Visit a nightclub, by demographics, May 2014
Figure 57: Frequency of leisure activity – Visit a zoo/wildlife attraction, by demographics, May 2014
Figure 58: Frequency of leisure activity – Visit an amusement park, by demographics, May 2014

Appendix – The Consumer – Leisure Booking Preference

Figure 59: Leisure booking preference, May 2014
Figure 60: Leisure booking preference – A movie ticket, by demographics, May 2014
Figure 61: Leisure booking preference – A table at a restaurant, by demographics, May 2014
Figure 62: Leisure booking preference – A ticket for a day out, by demographics, May 2014
Figure 63: Leisure booking preference – Membership at a health and fitness club, by demographics, May 2014
Figure 64: Leisure booking preference – A class at a health and fitness club or leisure centre, by demographics, May 2014
Figure 65: Leisure booking preference – A theatre ticket, by demographics, May 2014
Figure 66: Leisure booking preference – A music concert/festival ticket, by demographics, May 2014
Figure 67: Leisure booking preference – A ticket for a sports event, by demographics, May 2014

Appendix – The Consumer – Discount Purchases

Figure 68: Usage of discount offers and deals, May 2014
Figure 69: Usage of most popular discount offers and deals, by demographics, May 2014
Figure 70: Usage of other discount offers and deals, by demographics, May 2014
Repertoire analysis
Figure 71: Repertoire of usage of discount offers and deals, May 2014
Figure 72: Repertoire of usage of discount offers and deals, by demographics, May 2014

Appendix – The Consumer – Attitudes towards Leisure Time

Figure 73: Leisure time attitudes, May 2014
Figure 74: Agreement with the statements ‘I am the one who usually decides how to spend my leisure time’ and ‘I have plenty of hobbies/activities to fill my leisure time’, by demographics, May 2014
Figure 75: Agreement with the statements ‘I am always looking for new things to do in my leisure time’ and ‘I cannot imagine spending my leisure time without any technological device’, by demographics, May 2014
Figure 76: Agreement with the statements ‘I prefer to spend my leisure time with company’ and ‘Group activities are much more fun than individual activities’, by demographics, May 2014
Figure 77: Agreement with the statements ‘I prefer to spend my leisure time offline’ and ‘It is more difficult for me to decide how to spend leisure time when I am with someone else’, by demographics, May 2014
Figure 78: Agreement with the statements ‘I tend to spend my leisure time on social networking sites^’ and ‘I prefer to spend my leisure time alone’, by demographics, May 2014
Figure 79: Agreement with the statements ‘I get bored easily during my leisure time’ and ‘I heavily rely on friends and family for suggestions what to do in my leisure time, by demographics, May 2014

Appendix – The Consumer – Leisure Time and Chinese Canadians

Figure 80: Selected demographics, by total population against Chinese Canadians, June 2014

Appendix – The Consumer – Target Groups

Figure 81: Target groups, by demographics, May 2014
Figure 82: Leisure activity level, by target groups, May 2014
Figure 83: Frequency of leisure activities, by target groups, May 2014
Figure 84: Usage of discount offers and deals, by target groups, May 2014
Figure 85: Technology usage, by target groups, May 2014
Figure 86: Attitudes towards leisure time, by target groups, May 2014

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