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Viewing report
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India Leisure & Entertainment Trends 2008-09
Technopak Advisors Pvt. Ltd., Jan 2008
Fun is serious business today! India Leisure & Entertainment Trends 2008 India, with a strong tradition of provides answers to these questions and entertainment spanning millennia, is looked more - with hard facts, numbers. The upon as an art and entertainment hub. publication offers:
-Leisure is not new to the country. Music, dance, theatre, poetry have entertained
-Comprehensive understanding of the Indians and visitors from the time of the constituents of the leisure and Maharajas to present times. Later, visiting entertainment in the consumer's mind temples, parks and other activities
-Mapping of consumer behaviour in terms involved family time started gaining of time money and efforts spent on this prominence. Traditional forms with roots category still in place, gave way to new media
-Insights into industry dynamics from time to time. Keeping pace with the scope providers' perspectives of the market, new platforms etc
- Snapshot of future trends media, films, Internet, gaming, sports, food and travel have emerged as vital.
This publication will serve as a resource constituents pushing our country on to the book for current players and those global map. Companies entering the development of commercial spaces for leisure and India continues to unveil potential of entertainment in India becoming one of the fast growing markets in the world for spends in the leisure and entertainment industry. Rising salary structures, more disposable incomes, dual income families, nuclear families, flexibility in government regulations and the new mantra 'live life to the fullest' has triggered a massive growth in the leisure and entertainment industry in India today, giving way to the era of indulgence.
With components of leisure and entertainment industry vying against each other for a share of the leisure market, it is critical to keep track of changing consumer needs and demands. The present time is believed to be the Golden Age of leisure and entertainment in India. Is it really? How important is leisure and entertainment to the consumer? How much time and money is the consumer ready to spare? What opportunities are available for new players? Is there a gap in the expectations and existing categories?
Highlights
-Unique survey on a sunrise industry with investigation of the differences in attitude, data from cross-section of consumers, and characteristics by geographies marketing managers and industry
-A sharp focus on new age activities such as experts gaming (online, PC, mobile and console)
-Identification of activities that and on the internet (social networking, constitute leisure and entertainment, chatting, surfing and blogging) frequency of engagement and time
-The service providers' perspective on money spent on these activities growth trends and outlook, factors fuelling
-Consumer insights: behaviour and and hindering growth, marketing tools, practices, individual and group strategies, consumer needs and concerns characteristics, decision-making, extent of planning involved, distances travelled and benefits derived
Methodology & Coverage
India Leisure & Entertainment Trends 2008 is an extensive primary research study conducted using quantitative and qualitative methodologies across a cross section of 5,500+ consumers aged 15-55 years from SEC A, B and C households in 16 cities to represent all urban towns with a population of 500,000+. This is supplemented with expert interviews with service providers in the leisure and entertainment industry and secondary research, including data from our vast body of knowledge on the subject. The qualitative capsule consisted of about 20 consumer interactions, spread among focus group discussions and in-depth interviews with couples to understand the role of leisure and entertainment in their lives, their attitudes to leisure and related needs - to obtain inputs for the main quantitative study.
The main quantitative study consisted of two parts:
-Face-to-face interviews using a fully structured questionnaire with 5,000+ consumers selected through a random house to house listing exercise
-Online survey with 500 Internet users to understand net based leisure activities in greater depth
The service provider capsule consisted of 25 expert interviews, spread across professionals from various industries - arts and entertainment (dance, theatre, event management, multiplexes, TV and radio), food and beverages, fitness, outdoor entertainment (amusement parks, family entertainment centres and clubs) and new age leisure (gaming, Internet and mobile content). The regions/cities ! North: Delhi, Lucknow, Kanpur, Jallandhar ! East: Kolkata, Patna, Cuttack ! West: Mumbai, Ahmedabad, Bhopal, Sholapur ! South: Trivandrum, Vijayawada, Bangalore, Hyderabad, Chennai
Some Key Findings From The Report
Relaxing Weekdays, Working “I want to invest my time” Weekends
-An inert need?
The average Indian makes some time for The favourite past time among Indians leisure everyday. On a typical weekday, at today is watching TV. It is ranked as the least half the individuals spend up to 2 most favourite activity for 40% of the hours on some activity they define as individuals, head and shoulders above leisure. However, it is also interesting to 'listening to music' which is voted for by 15% note that the time spent on a
leisure of the individuals. activity on a weekend does not increase Leisure: Current Favourites vs. substantially. In fact, on Saturdays, the Desired to Pursue in the Future time spent across individuals seems almost Current Favourite Activities (Rank 1) identical to the time spent on a weekday.
It is possible that a large segment among the working population has a 6-day week or Saturdays may well be used to finish personal work or run errands that have not been done through the week. Consumers are more relaxed on Sundays, but only just. At most, they would be spending an hour or two more than what they do a weekday or Saturday - on activities that they consider as leisure. Thus, a good part of their Sundays may also go in catching up on Desired to Pursue personal work, family commitments etc. in the Future (Rank 1 - 3)
However, in response to a specific question on activities they would like to pursue in future, pursuing a hobby like painting, gardening, interior decoration, photography and fitness related activities like yoga, walking, swimming and joining a fitness club come up as most desired. Both of these rate lower in their current hierarchy of favourite activities! While TV viewing is ingrained in the daily routines of individuals, there is perhaps a little thought that lingers across some Indians on the 'usefulness' of the time spent watching television; especially since bulk of the TV viewing time is spent on soaps, film-based programmes. There are various ways that marketers and service providers can explore tapping into these inert needs -fitness, hobby-based programmes anchored by Bollywood stars, treadmills with televisions etc.
Religion is still a way of life…
Religion plays a key role in the life of an Indian. Rituals, worship and other religious activities are very prominent in an individual's daily life; this is evident from the fact that close to 7 out of 10 individuals consider 'visits to temples / places of worship' as an activity that they would pursue in their leisure time. 60% have also engaged in the activity as part of their leisure repertoire, in the last one year. Interestingly, this is
also an activity that does not seem to be on the wane; it is in the consideration set of leisure activities for nearly as many younger people as it is among the older age group.
Religious Activities in the Context of Leisure
Those who consider pursued it as part it as part of leisure of their leisure in the last 1 year
While the importance of religion and prayers may remain as important to Youth India, it will be interesting to explore the changing values, manifestations of those values in the context of religion. A growing premium on time and growth of media like the Internet for instance has already paved the way for online worship websites!
The Emerging 'Gamester'
Gaming as an activity is catching up in India. Though the proportion of those who have engaged in some form of gaming is still restricted, gaming as a pastime has spread across town classes and socioeconomic strata. This indicates the tremendously large potential that exists in the market today. The active gamers - those who consider gaming to be among their top 5 leisure activities - are young expectedly (more than 80% are below 30 years of age) and mostly male. But active female gamers also form a significant segment at 24%.
Expert Speak
The service providers in the Leisure & Entertainment industry foresee many changes in years to come; options that will force the Indian consumer to look beyond TV as a source of entertainment. Some of the trends they foresee are: The industry will be characterised by convergence of media, with content that is more interactive, participative. They believe that 'themes' will be a major part of entertainment – theme parks, for events (theme shows), and other one-off activities like runs and marathons. This will be accompanied by emergence of recreational resorts like Disney World and Universal Studio and niche activities/facilities like wax museums, innovative film city and bungee jumping.
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