New BAT study on consumer behaviour in leisure time

For two thirds of German citizens, being "in" during leisure time is not very important. Industrial leisure marketing has so far done little to diminish the sovereignty of most leisure consumers. Most Germans buy what they really need. They have to or want to save money. The feared spending spree has not materialised. As has always been the case, only a minority can afford the desire for luxury. This is the conclusion of a new study by the BAT Leisure Research Institute, in which the leisure and consumer behaviour of German citizens was examined on a representative basis.

On the other hand, the BAT study also makes it clear that there are groups that set the tone in the leisure market, although their desire to buy is often greater than their purchasing power. These include young people and singles in particular.

Without money, the fun stops

For 51 per cent of the younger generation (14 to 29-year-olds), being "in" and "on trend" is a basic need. Their desire for fashionable leisurewear is correspondingly high (55 %). One in two single people are also trend-setters. Those who are young, free and independent want to take part in exclusive and attractive leisure activities.

Every second 14 to 17-year-old (54 %) is of the opinion that many leisure activities are only really fun if you have the "best, most modern equipment available". It is often only a small step from spending money to spending it. For Prof Opaschowski, head of the BAT Institute, conflicts are pre-programmed: "The ability of young people to handle the little money they have economically does not keep pace with the variety of consumer offers. There are deficits in consumer education".

There are striking differences in consumer behaviour between men and women. For example, significantly more men (43 %) than women (34 %) attach importance to fashionable leisure wear and look out for well-known brands when shopping (men 36 %, women 28 %). In contrast, shopping remains a female domain. 28 per cent of women, but only 13 per cent of men, pursued this activity during the survey period.

Everyday leisure: more relaxation than consumption

In the everyday lives of most Germans, however, leisure consumption is the exception rather than the rule. Daily leisure activities are more relaxing and absorbing and less active and organising. Watching television (80 %), reading the newspaper (62 %) and listening to the radio (59 %) are at the top of the list of activities. Leisure time is more relaxation and media time than actual consumption time. Leisure consumption in the sense of spending money does not play a significant role in everyday life.

However, this should not be interpreted as a trend towards self-restraint. People would want to consume if they didn't have the time, the peace and quiet to make sensible choices and ultimately the money. It is not without reason that the difference between what we do and what we enjoy is greatest when watching television, reading the newspaper or listening to the radio.

It is therefore mainly cost-intensive leisure activities that are the most enjoyable and apparently offer the greatest pleasure. They are not seen as unimaginative pastimes, but represent "the" event of the day (shopping), the week (going to the disco) or the month (eating out). In terms of experience, these activities are only surpassed by "the" event of the year: the holiday trip.

Such leisure activities have the allure of something special, are attractive but expensive and therefore rarely achievable. 38% of all Germans would like to go out to eat more often, 30% would like to go to the theatre or a concert more often. The 14 to 17-year-olds are in favour of going to more pop concerts (70 %) and cinemas (51 %) if their own leisure budget would allow it. And 30 per cent of all men would go to Bundesliga football matches more often if this pleasure were not too expensive.

The "agony of choice" is the biggest problem

There is no sense of compulsion to consume. Leisure time without consumption causes more anxiety than organised leisure activities. For the individual, the abundance of offers is more of a problem. Lack of time and money force them to structure the number of offers and make a personally meaningful selection. And finally, one must also adapt to the respective reference group - family, circle of friends, leisure clique. 44 per cent of all respondents named friends and acquaintances as sources of ideas for leisure activities. And family accounted for 35 per cent of mentions.

In addition, there are a number of social norms and standards that not only exert pressure, but also serve as social orientation. People want to be active, fit and fashionable. If you want to be there, you have to be informed and sociable.

Consumption needs to be learnt

Based on the survey results, the BAT leisure researchers have developed a series of ideal consumer profiles. However, the consumer hedonists, who have enough money, time and desire to consume, have yet to be born. Most consumer groups find themselves in a conflict between their own desires and opportunities. This is particularly true for trendsetters in the leisure market. For example, "conformity consumers" (predominantly young people) have more desires than money. The "consumers of prestige" (predominantly female singles) live beyond their means and the "consumers of experience" (predominantly male singles) have to save in their daily lives what they spend in the leisure clique. On the other hand, the "aspirational consumers" (predominantly senior employees/civil servants) have enough money, but hardly any time to consume.

Prof. Opaschowski rightly states: "Leisure consumption needs to be learnt. In detail, this means consuming consciously and critically, but also enjoyably".