Hardly any other change has influenced people's attitudes, behaviour and lifestyle habits as much as the development of non-working time. This is confirmed by the new data report published by the Hamburg-based B-A-T Leisure Research Institute on how Germans spend their leisure time. Founded by British-American Tobacco in 1986, the institute has been analysing the leisure time of German citizens on the basis of a detailed questionnaire since 1992. In 1995, 2,600 people aged 14 and over were once again presented with a list of over 50 activities - from reading books to cycling to attending folk festivals.

The 10-year comparison that is now possible makes one thing clear: the more hectic everyday life becomes, the greater the need for rest, for lazing around and doing nothing or simply sleeping in. Leisure time as leisure and personal time is becoming increasingly important, according to Institute Director Prof Opaschowski in his commentary on the 95 B-A-T Data Report. However, this is also unmistakable: The increase in social leisure activities has so far remained within narrow limits. The majority of Germans spend their everyday leisure time relaxing rather than actively organising or engaging in social activities.

The tale of the lonely computer geek

However, the 95 BAT Data Report also does away with preconceptions. For the first time, activity profiles were determined for selected groups of people, such as sports enthusiasts, DIY enthusiasts and computer users. For example, around seven million Germans (= 11 per cent of the population aged 14 and over) regularly use computers in their free time. Compared to women (6%), the proportion of men is almost three times as high (17%). One in three young people (34%) between the ages of 14 and 19 are computer freaks; interest is already clearly declining among 20 to 34-year-olds (18%).

"Pale, lonely and shy of contact, the computer geek sits in his electronic cave and surfs around the world on the Internet in eight seconds" is a preconception attached to the new generation of so-called multi-media kids. The analysis of the B-A-T representative survey shows the opposite: computer freaks are not detached, but have both feet on the ground: compared to the rest of the population, they do twice as much sport (38% - total population: 18%), travel more than anyone else by bike or car and particularly enjoy going swimming or to the cinema.

Computer freaks tend to be young, active and often on the move. They live between the two poles of concentration and movement. And they make intensive use of the variety of media. Compared to the rest of the population, they are downright CD enthusiasts (68% - others: 39%) and enjoy watching video films (42% - others: 23%). "Computer freaks are actually always in action and in motion," says Prof Dr Horst W. Opaschowski, Director of the B-A-T Institute. "They are more in danger of not being able to settle down. They are torn back and forth because they have so many interests. The computer doesn't leave them alone. It demands all their concentration and attention." That's why they use every free minute for mental relaxation and physical equalisation and are looking for a balanced approach to life.

New "leisure careers" are emerging

As life becomes increasingly leisure-orientated, attitudes towards work, profession and career are also changing. Careers are no longer limited to the professional sphere - they are facing competition from the leisure sphere. New "leisure careers" are developing with their own qualification profiles, for example as a sportsman, DIY enthusiast or computer geek, which fulfil almost professional demands and combine hobby and professional interests.

Always active, mobile and adventurous: this is one way of describing a sportsman's leisure career. Athletes enjoy going out, love socialising and being together with friends and take every opportunity to be mobile, from day trips to weekend excursions. Being active and doing things themselves are very popular - even in non-sporting areas of life. For example, one in seven sportspeople does voluntary work at least once a week. Athletes are proactive and don't just wait for others to take the initiative.

The leisure profiles in the BAT Data Report can be used to define new target groups and typologies of consumer behaviour - from intensive book readers to enthusiastic shoppers - which are important for market research, advertising and the media.
The new BAT Data Report "Leisure Activities '95" contains the complete questionnaires and evaluation tables with numerous socio-demographic characteristics as well as a commentary by Prof. Dr Horst W. Opaschowski. The volume is available immediately for a nominal charge of DM 98 from the B-A-T Freizeit-Forschungsinstitut, Alsterufer 4, 20354 Hamburg (fax: 040 - 41513231).