For over 20 million, consumption is also a leisure experience

Leisure time, prosperity and changing values are changing the consumption habits of Germans. Today, more than 20 million Germans count themselves among the experience consumers: they indulge in extraordinary things in their leisure time, even if they occasionally spend too much money or even live beyond their means. This is the result of a recent representative survey conducted by the BAT Leisure Research Institute, in which 2,000 people aged 14 and over were asked to rate their own consumer behaviour.

Despite this trend towards experiential consumption, for the majority of Germans (26.1 million), even in their leisure time, consumption only has a supply function: they buy what they need and can afford.

Consumer experiences increasingly in demand

However, the German "average consumer" seems to be getting old. While the over-50s generation predominantly adheres to the principle of utilitarian consumption, the majority of the younger generation tends towards experiential consumption.

For 42 per cent of Germans, consumption is also a leisure experience. They have and enjoy their prosperity. The luxuries of yesterday - cars, champagne, colour TVs and holidays - have become the normal consumption of today. They live with full wardrobes and are on the lookout for outfits that promise prestige and demonstrate lifestyle.

In their free time, 10.1 million Germans (21 %) go in search of a "better life". For them, consumption means pursuing a wide range of interests - from going to restaurants and the theatre to weekend trips. The money they earn helps them to afford things that are important to them personally in their free time.

However, those earning less than DM 2,000 (10 %) have significantly lower chances of realising the best life possible than those earning over DM 3,500 (27 %). The same applies to singles (26 %) or childless couples (36 %).

Young people in particular want to "have fun in their free time, no matter what it costs". A total of 4.4 million Germans (9 %) live by this motto.

A further 3.4 million (7 %) spend their leisure time on "something new from time to time", but live according to the principle: "What I spend too much here, I save again in everyday life". 

Luxury consumption only for a minority

1.5 million Germans are passionate about buying beautiful things in their free time. And they don't mind if they "sometimes live beyond their means". Then they have to raid their savings accounts or take out loans. Singles between the ages of 25 and 49 predominantly practise this consumer attitude. For many singles, spending money and happiness go hand in hand. And quite a few consume out of frustration, as a substitute for a good attitude to life.

Ultimately, for almost 1 million German citizens, leisure consumption is synonymous with luxury consumption. The self-employed and freelancers as well as employees and civil servants in managerial positions are over-represented in this consumer group. They know how to justify their demands for luxury: "After all, I've earned it and want to get something out of my limited free time". At the same time, however, they must also realise that luxury is not just something that can be bought. The free availability of time is becoming more and more precious.

This means that opportunities remain unevenly distributed among the population: Some have time, but little money. Others have money but no time.

The majority must do the maths

For the majority of respondents, consumerism and spending sprees do not take place. They have to budget and save. Of the 48.3 million German citizens (over the age of 14), 17.9 million consume in their free time as they do in normal life. They only buy what they need. This is particularly true of the war generation, for whom consumption is still associated more with the necessities of life than with the joy of living. For them, consumption is not an end in itself.

A further 4.8 million German citizens look for leisure activities "that cost little". And for 3.4 million, the household budget is just enough to cover their daily needs. There is no money left for special leisure activities.

Wording of the question

There are different opinions about what you do in your free time and how much money you are prepared to spend on it. If you think about your own situation, which of the following statements would you personally most agree with? (Only one answer possible!)

1. In my free time, I want to spend a lot of time with friends and have fun - no matter what the cost.
2. I like to buy nice things in my free time, even if I sometimes live beyond my means.
3. In my free time, I often want to treat myself to something new and experience something out of the ordinary. What I spend too much here, I save again in everyday life.
4. I want to and have to save money and make sure I choose leisure activities that cost little.
5. In my free time, I pursue my many interests. Here, I primarily indulge in things that are important to me personally and make my life more enjoyable.
6. My household budget is just enough to cover my daily needs. I have no money left for special leisure activities.
7. In my free time, I like to treat myself to high-quality and expensive consumer goods. After all, I have earned them and want to have something to live for in my limited free time.
8. In my free time, I consume just like in normal life: I only buy what is necessary and what I can afford.

Survey period: 31 August to 11 September 1989
Representative survey of 2000 German citizens aged 14 and over