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MP92113

MAPS TRENDS IN LEISURE ACTIVITIES : JUNE 2003

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Topics included in this report are: audio-visual, photographic, equipment, information processing, recording media, outdoor recreation, games, toys, hobbies, sporting servies, camping, open-air recreation equipment, musical instruments, indoor recreation, games of chance, miscellaneous and printed matter, books, stationery, drawing materials, restaurants, cafés, hotels, museums, cinemas, theatres, libraries,

Companies covered include: British Sky Broadcasting Group, Camelot, Dixons Group, Eidos, Emap,HMV Group, Homes Place, JJB Sports, Manchester United PLC, Rank Group, Whitbread Group, WH Smith, Wyevale Garden Centres,

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Table of Contents
Executive Summary
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TABLE OF CONTENTS

Executive Summary 12

1. Introduction 14

Definition 15

COICOP HEADINGs 15

COICOP Heading 9 (Recreation and Culture) 16

Audio-Visual, Photographic and Information Processing Equipment 16

Audio-Visual Equipment (Equipment for the Reception, Recording and Reproduction of Sound and Pictures) — DG 16

Photographic and Optical Equipment (Photographic and Cinematographic Equipment and Optical Instruments) — DG 16

Information Processing Equipment — DG 16

Recording Media — SDG 16

Repairs of Audio-Visual Equipment (Repair of Audio-Visual, Photographic and Information Processing Equipment) — SER 16

Other Major Durables for Recreation and Culture 16

Major Durables for Outdoor Recreation — DG 16

Musical Instruments and Major Durables for Indoor Recreation — DG 16

Maintenance of Other Major Durables (Maintenance and Repair of Other Major Durables for Recreation and Culture) — SER 16

Other Recreational Items and Equipment, Gardens and Pets 17

Games, Toys and Hobbies — SDG 17

Sports, Camping and Open-Air Recreation Equipment — SDG 17

Gardens, Plants and Flowers — NDG 17

Pets and Related Products — NDG 17

Veterinary and Other Services (Veterinary and Other Services for Pets) — SER 17

Recreational and Cultural Services 17

Recreational and Sporting Services — SER 17

Cultural Services — SER 17

Games of Chance — SER 17

Newspapers, Books and Stationery 17

Books — SDG 17

Newspapers and Periodicals — NDG 18

Miscellaneous Printed Matter — NDG 18

Stationery and Drawing Materials — NDG 18

COICOP Heading 11 (Restaurants and Hotels) 18

Restaurants and Hotels 18

Restaurants, Cafés, etc. — SER 18

ACTIVITIES NOT COVERED IN THIS REPORT 18

2. Strategic Overview 19

MARKET DYNAMICS AND SEGMENTATION 19

Introduction 19

Socio-Economic Background 19

Market Size and Trends 20

Figure 1: UK Household Total Consumer Spending and Spending on Leisure Activities at Current Prices (£bn), 1998-2002 20

Table 1: UK Household Consumer Spending on Leisure Activities at Current Prices (£m and percent ), 1998-2002 21

Table 2: UK Household Consumer Spending on Leisure Activities at Constant 1995 Prices (£m and percent), 1998-2002 23

DISTRIBUTION 25

COMPETITIVE STRUCTURE 25

Audio-Visual, Photographic and Information Processing Equipment 26

Audio-Visual Equipment (Equipment for the Reception, Recording and Reproduction of Sound and Pictures) 26

Photographic and Optical Equipment (Photographic and Cinematographic Equipment and Optical Instruments) 26

Information Processing Equipment 26

Recording Media 26

Other Major Durables for Recreation and Culture 26

Major Durables for Outdoor Recreation 26

Musical Instruments and Major Durables for Indoor Recreation 26

Other Recreational Items and Equipment, Gardens and Pets 26

Games, Toys and Hobbies 26

Sports, Camping and Open-Air Recreation Equipment 27

Gardens, Plants and Flowers 27

Pets and Related Products 27

Recreational and Cultural Services 27

Recreational and Sporting Services 27

Cultural Services 27

Games of Chance 27

Newspapers, Books and Stationery 27

Books 27

Newspapers and Periodicals 27

Miscellaneous Printed Matter 27

Stationery and Drawing Materials 27

Restaurants and Hotels 28

Restaurants, Cafés, etc. 28

ADVERTISING 28

Overview 28

Table 3: Main Media Advertising Expenditure on Leisure Activities (£000 and percent), Years Ending September 2001 and 2002 28

Table 4: Main Media Advertising Expenditure on Leisure Activities by Type of Advertising (£000 and percent), Year to September 2002 29

Major Spenders Within the Sector 29

Table 5: Main Media Advertising Expenditure on Leisure Activities by Major Advertisers (£000 and percent), Year to September 2002 30

THE CONSUMER 31

Table 6: Time spent by UK Residents on Various Activities by Sex (Hours per Day), 2000-2001 32

MARKET FORECASTs 2003-2006 33

Table 7: Forecast UK Household Consumer Spending on Leisure Activities at Current Prices (£m and percent), 2003-2006 34

Table 8: Forecast UK Household Consumer Spending on Leisure Activities at Constant 1995 Prices and Implied Price Changes (£m, index 1995 = 100 and percent), 2003-2006 35

3. Audio-Visual Equipment 36

BACKGROUND 36

MARKET SIZE 37

Audio-Visual, Photographic and Information Processing Equipment 37

Table 9: UK Household Consumer Spending on Audio-Visual, Photographic and Information Processing Equipment at Current Prices (£m and percent), 1998-2002 37

Table 10: UK Household Consumer Spending on Audio-Visual, Photographic and Information Processing Equipment at Constant 1995 Prices (£m and percent), 1998-2002 39

Figure 2: UK Household Consumer Spending on Total Leisure Sector and on Audio-Visual, Photographic and Information Processing Equipment (£bn), 1998-2002 41

CONSUMER TRENDS 41

Listening to CDs 41

Watching Videos 42

Using the Internet for Non-Business Purposes 42

MARKETING ACTIVITY 42

ADVERTISING 43

Audio-Visual, Photographic and Information Processing Equipment 43

Table 11: Main Media Advertising Expenditure on Audio-Visual, Photographic and Information Processing Equipment, (£000 and percent), Years Ending September 2001 and 2002 44

DISTRIBUTION 44

4. Leisure Equipment, Gardening and Pets 46

BACKGROUND 46

MARKET SIZE 47

Other Major Durables 47

Table 12: UK Consumer Spending on Other Major Durables at Current Prices (£m and percent), 1998-2002 47

Table 13: UK Consumer Spending on Other Major Durables at Constant 1995 Prices (£m and percent), 1998-2002 48

Other Recreational Goods, Gardens and Pets 49

Table 14: UK Consumer Spending on Other Recreational Goods, Gardens and Pets at Current Prices (£m and percent), 1998-2002 50

Table 15: UK Consumer Spending on Other Recreational Goods, Gardens and Pets at Constant 1995 Prices (£m and percent), 1998-2002 51

Figure 3: UK Household Consumer Spending on Total Leisure Sector and Other Major Durables and Other Recreational Goods, Gardens and Pets (£bn), 1998-2002 53

CONSUMER TRENDS 53

Video Games 53

Gardening 54

DIY 54

Hobbies (excluding gardening and DIY) 54

MARKETING ACTIVITY 54

ADVERTISING 55

Other Major Durables 55

Table 16: Main Media Advertising Expenditure on Other Major Durables (£000 and percent), Years Ending September 2001 and 2002 55

Other Recreational Goods, Gardens and Pets 56

Table 17: Main Media Advertising Expenditure on Other Recreational Goods, Gardens and Pets (£000 and percent), Years Ending September 2001 and 2002 56

DISTRIBUTION 57

5. Recreational and Cultural Services 58

BACKGROUND 58

Recreational and Sporting Services 58

Cultural Services and Attractions 59

Games of Chance 60

MARKET SIZE 60

Table 18: UK Household Consumer Spending on Recreational and Cultural Services at Current Prices (£m and percent), 1998-2002 60

Table 19: UK Household Consumer Spending on Recreational and Cultural Services at Constant 1995 Prices (£m and percent), 1998-2002 61

Figure 4: UK Household Consumer Spending on Total Leisure Sector and Recreational and Cultural Services (£bn), 1998-2002 63

CONSUMER TRENDS 63

Sporting Activities 63

Private Health/Sports Clubs 64

Sporting Events 64

Amusement Parks 64

Cinema 64

Theatre 65

Satellite/Cable Television 65

Museums 65

Clubs and Discos 65

Bingo 66

National Lottery 66

MARKETING ACTIVITY 66

Cinema 66

Television 66

Radio 67

ADVERTISING 67

Table 20: Main Media Advertising Expenditure on Recreational and Cultural Services (£000 and percent), Years Ending September 2001 and 2002 67

DISTRIBUTION 68

6. Newspapers, Books and Stationery 69

BACKGROUND 69

MARKET SIZE 69

Table 21: UK Consumer Spending on Newspapers, Books and Stationery at Current Prices (£m and percent), 1998-2002 70

Table 22: UK Consumer Spending on Newspapers, Books and Stationery at Constant 1995 Prices (£m and percent), 1998-2002 71

Figure 5: UK Household Consumer Spending on Total Leisure Sector and Newspapers, Books and Stationery (£bn), 1998-2002 72

CONSUMER TRENDS 72

MARKETING ACTIVITy 73

ADVERTISING 73

Table 23: Main Media Advertising Expenditure on Newspapers, Books and Stationery (£000 and percent), Years Ending September 2001 and 2002 73

DISTRIBUTION 74

7. Restaurants, Cafés, etc. 76

BACKGROUND 76

MARKET SIZE 76

Table 24: UK Household Consumer Spending on Restaurants, Cafés, etc. at Current Prices (£m and percent), 1998-2002 77

Table 25: UK Household Consumer Spending on Restaurants, Cafés, etc. at Constant 1995 Prices (£m and percent), 1998-2002 77

Figure 6: UK Household Consumer Spending on Total Leisure Sector and Restaurants, Cafés, etc. (£bn), 1998-2002 78

CONSUMER TRENDS 78

MARKETING ACTIVITY 79

ADVERTISING 79

Table 26: Main Media Advertising Expenditure on Restaurants, Cafés, etc. (£000 and percent), Years Ending September 2001 and 2002 80

DISTRIBUTION 80

8. An International Perspective 81

MARKET DEVELOPMENTS 81

General 81

Individual Sector Developments 81

Film and Video 81

Television 82

Music Recording 82

The Internet 82

Games Software 82

COMPETITOR ENVIRONMENT 83

Relevance of the Global Market 83

Industry Concentration 83

Barriers to Entry 83

CONSUMER BEHAVIOUR 83

Television 84

Radio 84

Computer and Internet Usage 84

Reading 84

Books 84

Newspapers 85

Magazines 85

Music 85

Participation in Cultural Activities 85

Table 27: Participation in Cultural Activities by Citizens of EU Countries Over 12-Month Period, 2000-2001 85

Photography 86

9. PEST Analysis 87

POLITICAL FACTORS 87

ECONOMIC FACTORS 88

Table 28: Forecast GDP for the UK Economy (index 1995=100 and percent), 2002-2006 88

SOCIAL FACTORS 89

Table 29: The UK Population by Age Group (million and percent), 1981, 1991, 2001 and 2011 89

Table 30: Households by Type — England (million and percent), 1981, 1991, 2001 and 2011 90

An Ageing Population 91

Changes in Household Composition 92

TECHNOLOGICAL FACTORS 92

10. Consumer Dynamics 94

Overview of Consumer Activity 94

Table 31: UK Population Time Allocation to Weekday Activities ( percent), 2000/2001 94

The BMRB Survey 94

Table 32: Attitudes Towards Leisure Activities ( percent of respondents), 2003 95

USE OF THE INTERNET 96

Table 33: Use of the Internet for Non-Business Purposes ( percent of respondents), 2003 97

CDS and VIDEO TAPES 98

Table 34: Frequency of Buying CDs and Renting Video Tapes ( percent of respondents), 2003 99

Gardening, DIY, VIDEO GAMES AND HOBBIES 100

Table 35: Gardening and DIY, ( percent of respondents), 2003 101

Table 36: Frequency of Playing Video Games and Hobbies ( percent of respondents), 2003 103

CLUBS and DISCOS 104

Table 37: Frequency of Visiting Clubs and Discos ( percent of respondents), 2003 105

SPORTING EVENTS and AMUSEMENT PARKS 106

Table 38: Attending Sporting Events and Amusement/Theme Parks ( percent of respondents), 2003 107

SPORTING ACTIVITIES AND PRIVATE HEALTH/SPORTS CLUBS 109

Table 39: Participation in Sporting Activities and Private Health/Sports Clubs ( percent of respondents), 2003 109

CINEMA and THEATRE 111

Table 40: Frequency of Cinema and Theatre Visits ( percent of respondents), 2003 111

SATELLITE AND CABLE television 113

Table 41: Satellite and Cable Television ( percent of respondents), 2003 113

MUSEUMS and LIBRARIES 114

Table 42: Frequency of Visits to Museums and Libraries ( percent of respondents), 2003 115

GAMES OF CHANCE 116

Table 43: Playing Bingo and the National Lottery ( percent of respondents), 2003 117

PUBS AND RESTAURANTS 118

Table 44: Frequency of Eating Out in Pubs or Restaurants ( percent of respondents), 2003 119

11. Company Profiles 121

BRITISH SKY BROADCASTING GROUP PLC 121

Corporate Strategy 121

Introduction 121

Strengths and Weaknesses 121

New Product Development 121

Brand Development 121

Innovations 122

Appointments 122

Advertising 122

Distribution 122

Profitability 122

Future Company Developments 123

CAMELOT GROUP PLC 123

Corporate Strategy 123

Introduction 123

Strengths and Weaknesses 123

New Product Development 123

Brand Development 124

Innovations 124

Appointments 125

Advertising 125

Distribution 125

Profitability 125

Future Company Developments 125

DIXONS GROUP PLC 126

Corporate Strategy 126

Introduction 126

Strengths and Weaknesses 126

New Product Development 127

Brand Development 127

Innovations 127

Appointments 127

Advertising 127

Distribution 128

Profitability 128

Future Company Developments 128

EIDOS PLC 128

Corporate Strategy 128

Introduction 128

Strengths and Weaknesses 128

New Product Development 129

Brand Development 129

Innovations 129

Appointments 129

Advertising 130

Distribution 130

Profitability 130

Future Company Developments 130

Emap PLC 130

Corporate Strategy 130

Introduction 130

Strengths and Weaknesses 131

New Product Development 131

Brand Development 132

Innovations 132

Appointments 132

Advertising 132

Distribution 132

Profitability 133

Future Company Developments 133

HMV GROUP PLC 133

Corporate Strategy 133

Introduction 133

Strengths and Weaknesses 134

New Product Development 134

Brand Development 134

Innovations 134

Advertising 134

Distribution 135

Profitability 135

Future Company Developments 135

HOLMES PLACE PLC 135

Corporate Strategy 135

Introduction 135

Strengths and Weaknesses 135

New Product Development 136

Brand Development 136

Innovations 136

Appointments 136

Advertising 136

Distribution 136

Profitability 137

Future Company Developments 137

JJB SPORTS PLC 137

Corporate Strategy 137

Introduction 137

Strengths and Weaknesses 137

New Product Development 137

Brand Development 138

Appointments 138

Advertising 138

Distribution 138

Profitability 138

Future Company Developments 139

MANCHESTER UNITED PLC 139

Corporate Strategy 139

Introduction 139

Strengths and Weaknesses 139

New Product Development 139

Brand Development 139

Innovations 140

Appointments 140

Advertising 140

Distribution 140

Profitability 140

Future Company Developments 140

RANK GROUP PLC 141

Corporate Strategy 141

Introduction 141

Strengths and Weaknesses 141

New Product Development 141

Brand Development 141

Innovations 141

Appointments 142

Advertising 142

Profitability 142

Future Company Developments 142

WHITBREAD GROUP PLC 143

Corporate Strategy 143

Introduction 143

Strengths and Weaknesses 143

New Product Development 143

Brand Development 143

Innovations 144

Appointments 144

Advertising 144

Profitability 144

Future Company Developments 145

WHSMITH PLC 145

Corporate Strategy 145

Introduction 145

Strengths and Weaknesses 145

New Product Development 145

Brand Development 146

Innovations 146

Appointments 146

Advertising 146

Profitability 146

Distribution 147

Future Company Developments 147

WYEVALE GARDEN CENTRES PLC 147

Corporate Strategy 147

Introduction 147

Strengths and Weaknesses 148

New Product Development 148

Brand Development 148

Innovations 148

Appointments 148

Advertising 149

Profitability 149

Future Company Developments 149

13. Further Sources 150

Associations 150

Company Annual Reports 151

General Sources 152

Bonnier Information Sources 152

Government Publications 153

Other Sources 154

EXECUTIVE SUMMARY

The lifestyles of UK residents have undergone some substantial changes over the past few decades. Among the most notable changes are those that have taken place in the patterns of leisure activity for a large proportion of the population.

This report — a thorough review of a report with the same title published in 2001 — analyses current demand for those products and services that serve the leisure activities market, including audio-visual and computer equipment, sports equipment and games, as well as cultural and recreational services provided by cinemas, theatres, libraries and museums.

The report also reviews other leisure activities such as gambling, gardening and reading. It considers the response of providers to the challenges posed by the business environment, challenges that span a wide spectrum of political, economic, demographic, social and technical issues.

Over the past 25 years, increases in disposable income and consumer expenditure have brought about steady growth in leisure markets. This growth in demand has been sustained by the continued development of products that have relied for their success on technical developments such as CDs, videos, DVDs, the Internet and digital radio and television. Changes in leisure lifestyles have also been supported by the development of concepts such as branded restaurants, multiplex cinemas and fitness centres that have relied less upon technical progress and more on innovation and organisational and marketing expertise.

Demographic changes have also influenced the balance of demand for different leisure products. On the basis of exclusive research commissioned from BMRB Access, Key Note has established the extent to which patterns of leisure activity vary across the different segments of the UK population. Of particular note are the changes that have taken place in the age structure of the population and in household composition, with the population becoming older and household size becoming smaller, in part a consequence of a rising divorce rate.

Other social changes that have taken place over the past 25 years include the 'feminisation of leisure' resulting from an increase in women's disposable income, and a consequent opening up of new markets for female special interest activities (e.g. health and fitness). Traditional male preserves such as the pub are being rebranded to appeal to women customers and target women drinkers.

Patterns of work have also been changing significantly, leading to increased pressure on time and encouraging a greater variety of leisure activities. So-called 'third place' locations, away from both home and the workplace, have become a particular focus for social interaction and leisure consumption.

Over the past 5 years, consumer spending on leisure activities has been increasing at a slightly faster rate than consumer spending in total. The largest sector of the market is the restaurants and cafés sector, while the fastest-growing sector has been the 'other major durables' sector (including the purchase of caravans, camper vans, musical instruments and sports equipment). The 'other recreational goods, gardens and pets' sector was the second-fastest growing sector, while the most mature and slowest-growing sector has been the 'newspapers, books and stationery' market.

Despite the presence of large operators in some sectors, including parts of the media, overall, the leisure activities market is highly fragmented and characterised by strong competition.

There is a large degree of variation between sectors in the level of advertising, attributable to differences in both the types of product and the characteristics of the market. Some products, such as videos and CDs, are standardised, hence, they can be effectively advertised through national campaigns targeting national markets, whereas others, such as most restaurant services, largely still provide a local service where low budget local advertising via press or radio rather than on national television may be called for.

A consideration of consumer behaviour reveals the most popular leisure activity in the UK to be watching television, with nearly 100 percent of UK households owning or renting a television set. Listening to the radio also remains popular as a leisure pastime, although listening takes place in other locations as well as in the home. Other items of leisure equipment include CD players, present in over 80 percent of UK households. On average, the time spent on leisure activities (defined as enjoying entertainment and culture, sports and outdoor activities, television and video) totalled 3.05 hours a day for men and 2.53 hours for women.

A review of the international leisure market shows that in the developed world, the recreation, entertainment, education and culture sector has significantly increased its share of total consumer spending over the past 25 years. It also shows that many leisure market trends are found across the whole of the EU, whereas others are peculiar to specific countries.

This Key Note Market Assessment report also considers the future development of the leisure activities market and predicts rates of growth in each of the main sectors.

In general, over the next few years, technologically driven innovation is likely to continue to have an impact on the leisure activities market. The business environment is also expected to remain favourable to the continued growth of the UK leisure activities market, whatever the political persuasion of the government, and given that the UK economy is likely to avoid serious recession.

With consumers continuing to place leisure activities high on their list of spending preferences, once more basic needs for food, shelter and personal mobility have been satisfied, the sector should be able to ride out a modest slackening in the rate of growth in the economy.

The forecasts presented in this report are subject to some uncertainty at the time of writing this report (May 2003), particularly in the light of the war with Iraq, with its largely unpredictable consequences in terms of terrorist activity, oil price changes and impact on the level of economic activity in the UK.

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Last updated by Amanda Porteous July 2003