Abstract
Overview
Introduction
Across 15 countries surveyed by Datamonitor in August 2008, more than
one-third of respondents agreed that "it is difficult to manage daily
obligations and find time to relax". Yet, more than two-thirds of respondents
also feel that "science and technology are making our lives healthier, easier,
and more comfortable". An increase in leisure time is also contrary to the
perception of time scarcity
Scope
- Detailed insights and analysis documenting the attitudes and influences
behind the dynamics of time spend and product usage
- Comprehensive quantitative data profiling consumers' daily time use and
new consumer survey insight from 15 countries
- Strategic conclusions and actionable recommendations to support the
creation of on-trend and lifestyle supporting products and marketing campaigns
- Covers France, Germany, Italy, Netherlands, Spain, Sweden, UK, US,
Australia, New Zealand, Japan, South Korea, China, India, Brazil and Russia
Report Highlights
Many consumers across the world perceive that their free time is eroding, when
in fact, a number of time use surveys consistently find that leisure time is
increasing. Consumers are willing to sacrifice basic needs such as sleep in
the quest to gain more leisure time. This is consistent with the idea of
people as ' leisure time maximizers' .
Despite the gender disparity noted above, the gap between male and female
leisure time is closing in most of the countries covered in this report. Women
are beginning to make more free time for themselves, while some men have also
begun to take on more domestic tasks
A Datamonitor survey conducted in August 2008 showed many shoppers feel there
is too much choice when doing grocery shopping. In addition-supporting the
idea that consumers often shop passively-the results also highlighted that
many shoppers simply don' t notice new products even for enjoyment orientated
purchases such as alcoholic drinks
Reasons to Purchase
- Lifestyles analysis: gain an understanding of how consumers are spending
their time and how and why this is changing
- Use the latest evidence based insights to launch and reposition products,
ensuring they are successfully aligned with consumer lifestyles
- Access a compelling blend of quantitative and qualitative data
illustrating consumer attitudes and behavior for key lifestyle activities
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