Todays American Leisure: How

1
Todays American Leisure How Where We Hive

• March, 2008

2
Table of Contents

• I. Objectives
  .. v
• II. Methodology
  .vii
• III. Executive Summary
  .. 9
• IV. Detailed Findings
  .10
• a. American Home Leisure Activities
  Hiving At Home .10
• 1. Most Popular Home Leisure
  Activities...10
• a. Household Penetration In The
  Past Year....11
• 2. Watching TV
  ..12
• a. Household Penetration, Gender Child
  Status..13
• b. Age..
  14
• c. Income..
  ..15
• 3. Surfing The Internet
  ..16
• a. Household Penetration, Gender Child
  Status..17
• b. Age.
  .18
• c. Income
  ..19
• 4. Playing Or Listening To
  Music....20
• a. Household Penetration, Gender Child
  Status..21
• b. Age.
  .22
• c. Income.
  .23

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Table of Contents

• 5. Book Reading
  ....24
• a. Household Penetration, Gender Child
  Status.........25
• b. Age.
  ....26
• c. Income.
  .27
• d. Change In Reading Versus Year
  Ago...28
• e. Most Popular Topics Read
  ....28
• 6. Watching A DVD, Video Or
  Pay-Per-View/On Demand Movie..
  29
• a. Household Penetration, Gender Child
  Status..30
• b. Age.
  31
• c. Income.
  ..32
• 7. Cooking Or Baking
  ....33
• a. Household Penetration, Gender Child
  Status...34
• b. Age.
  35
• c. Income.
  ..36
• 8. Dog Ownership
  ....37
• a. Household Penetration,
  Gender Child Status....
  .38
• b. Age..
  ...39
• c. Income.
  ... 40
• d. Household Penetration of Dog Acquisition
  In The Past Year.... 41

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Table of Contents

• 9. Home Improvement
  Repair.....
  45
• a. Household Penetration,
  Gender Child Status ............
  ................46
• b. Age ..
  47
• c. Income.
  ......48
• d. Household Penetration By
  Residence Type 49
• e. Change In Completion Of Home Improvement
  Repair Versus Year Ago ..49
• f. Average Annual Number of
  Home Improvement Projects or Repairs
  ...49
• g. Most Popular Household Room
  To Improve Or Repair..50
• h. Most Popular Types of Home
  Improvement Projects Or Repairs..
  ..50
• 10. Entertaining
  ....51
• a. Household Penetration, Gender Child
  Status..52
• b. Age..
  ...53
• c. Income
  54
• d. Household Penetration In the Past Year of
  Entertaining 12 Guests, 6 Non-Family.55
• e. Household Penetration In The Past Year of
  Attending A Neighborhood Block Party..56
• f. Household Penetration In The Past Year of
  Cooking A Romantic Dinner For Two...57
• g. Most Popular Types of Parties or
  Get-Togethers...58
  
• 11. Second Home Ownership.
  .....59
• a. Household Penetration...
  ...60

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Table of Contents

• b. American Away From Home Leisure Activities
  Hiving Away From Home.64
• 1. Dining Out To Spend Time With Family
  Friends....64
• a. Household Penetration In The Past
  Month.......65
• b. Frequency of Going Out To
  Dinner....66
• 2. Shopping To Spend Time With Family
  Friends........67
• a. Household Penetration In the Past
  Month...68
• b. Frequency of Shopping
  ...69
• 3. Vacation To Spend Time With Family
  Friends.......70
• a. Household Penetration In The Past
  Year...71
• 4. Bowling To Spend Time With Family
  Friends......72
• a. Household Penetration In The Past
  Month.....73
• b. Frequency of Bowling.
  ..74
• V. Appendix.
  ..75
• a. Questionnaire
  ....75

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I. Objectives

• Man has always needed and thrived on the warmth
  of personal connection. Throughout the
• evolution of mankind, this desire for connection,
  as reflected in emotional and real ties to
• home, family and friends, has set human beings
  apart from all other organisms. Personal
• connection, homing or most commonly known today
  as hiving has driven man to excel
• and prosper over all other species in
  communication, teamwork and problem-solving.
• People are driven to hive to share quality
  experiences with the people one cares most
• about, whether it is spending time at home doing
  nothing, going out to a neighborhood
• restaurant, coffee shop or ice cream parlor,
  attending a ticketed event outside the home or
• going on vacation together. Depending on the
  nature of a given relationship, hiving can be
• spontaneous or require careful planning to get
  together with those living across town, the
• country or the continent.
• Technology plays a dual role in both facilitating
  and impeding our ability to hive by allowing
• us to be able to communicate with anyone whenever
  and where ever we/they are, but also
• luring us to be always tuned in and beckoning us
  to work and play faster and accomplish
• more in any given day.
• Crunched for time and forced to be higher-tech,
  Americans crave hiving time now more

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7
I. Objectives

• General Growth Properties, Inc.s
  has
• commissioned this study to determine how and
  where
• American consumers hive and to profile those who
• participate in the most popular leisure
  activities.
• The following report summarizes the findings of
  Todays
• American Leisure How Where We Hive.

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II. Methodology

• A nationally representative sample of 1143 online
  adults 18 was conducted January 8
• 11, 2008. Approximately one-half (561) of
  qualified respondents are women and one-half
• (580) are men.
• The following special notations were applied in
  the data tables.
• Bolded numbers indicate a statistically
  significant difference between groups at a 90
  confidence level or above, and
• ?s indicate a dominant trend in the data across
  groups, which may or may not be supported by
  statistical significance relative to other groups.

vii
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Detailed Findingsa. American Home Leisure
Activities Hiving At Home

• 1. Most Popular Home Leisure Activities
• Prediction is that the majority of North
  American homes will be wired with a centralized
  smart home computer system that will be accessed
  by computers and laptops at home and away from
  home on PDAs and cell phones by 2020. All
  household activities, including
  television-watching, will be done on or through
  the web and accessed through personal household
  computer systems. Americans will need to
  multi-task to keep up with faster and smarter
  technology and globalization, such that watching
  television directly through a TV box with a tuner
  will become a thing of the past. In fact, a
  recent study of the European market shows that
  16-24 year old Europeans already prefer going
  online to watch TV (82 regularly online watching
  TV versus 77 regularly watching the box).
•  
• Contrary to concerns and dark predictions of
  people being left in the dust in a mass
  conversion to an online lifestyle, Americans
  still love to watch an old-fashioned television
  at home. Most Americans (87) watch TV offline
  for leisure at home. This study shows that the
  U.S. is not even close to Europe, as though
  surfing the internet is currently the second-most
  popular at-home leisure activity at 69, only 14
  of Americans currently watch TV online (31 of
  people age 18-34).
• Americans seem to gravitate toward the
  traditional in their at-home leisure selections,
  in that playing or listening to music (64),
  reading a book (60), watching a movie at home
  (59) and cooking or baking (54) are still
  enjoyed by over half of Americans.
• futureconsumer.com by Frank Feather, 2000
• European Interactive Advertising Association,
  2007

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1. Most Popular Home Leisure Activitiesa.
Household Penetration Past Year
Most Americans (87) watch TV for leisure at
home. Surfing the internet is the second-most
popular activity at 69. Traditional activities
like playing or listening to music, reading,
watching a movie and cooking or baking are
enjoyed by over half of Americans.
Q1 In the past year, which of the following
leisure activities do you consider a hobby or
enjoyable past time for you, yourself at home?
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Detailed Findingsa. American Home Leisure
Activities Hiving At Home (Cont)

• 4. Playing Or Listening To Music
• Listening to or playing music is the third-most
  popular home leisure activity. It is currently
  enjoyed by 64 of Americans and profiles
  similarly to internet surfing.
• More music players have no children (38) living
  at home.
• The young, particularly women, listen to music
  the most.

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Playing Or Listening To Music a. Household
Penetration, Gender Child Status of Music
Listeners
More music players have no children (38) living
at home.
Q1 In the past year, which of the following
leisure activities do you consider a hobby or
enjoyable past time for you, yourself at home?
13
Playing Or Listening To Music b. Age of Music
Listeners
The young, particularly women, listen to music
the most.
Q1 In the past year, which of the following
leisure activities do you consider a hobby or
enjoyable past time for you, yourself at home?
14
4. Playing Or Listening To Musicc. Income of
Music Listeners
Household income is not an indicator of American
music playing.
Q1 In the past year, which of the following
leisure activities do you consider a hobby or
enjoyable past time for you, yourself at home?
15
Detailed Findingsa. American Home Leisure
Activities Hiving At Home (Cont)

• 7. Cooking Or Baking
• Cooking or Baking is a popular home leisure
  activity. It is currently enjoyed by 54 of
  Americans.
• Cooking and baking is a female-dominated activity
  (33), particularly among those households with
  no children at home (31).
• Young women (18-34) are the biggest cooks and
  bakers (65), though more women than men cook or
  bake as a whole.

16
Cooking Or Baking a. Household Penetration,
Gender Child Status of Cooks/Bakers
Cooking and baking is a female-dominated activity
(33), particularly among those households with
no children at home (31).
Q1 In the past year, which of the following
leisure activities do you consider a hobby or
enjoyable past time for you, yourself at home?
17
7. Cooking Or Baking b. Age of Cooks/Bakers
Young women (18-34) are the biggest cooks and
bakers (65), though more women than men cook or
bake as a whole.
Q1 In the past year, which of the following
leisure activities do you consider a hobby or
enjoyable past time for you, yourself at home?
18
7. Cooking Or Baking c. Income of Cooks/Bakers
Household income is not an indicator of cooking
or baking in America.
Q1 In the past year, which of the following
leisure activities do you consider a hobby or
enjoyable past time for you, yourself at home?
19
Detailed Findingsb. American Away From Home
Leisure Activities -- Hiving Away From Home

• 4. Bowling To Spend Time With Family Or Friends
• The bowling industry is a 4B industry in the
  United States. Well over 50M Americans bowl at
  least once
• every year, with about 10 million classifying
  themselves as frequent bowlers, and about 4
  million
• participating in league play. This
  represents an increase of 3.5 in penetration
  over the prior year, with
• young adults (ages 18-24) and families
  showing the greatest growth. As of late 2006,
  there were 5,580
• sanctioned ten-pin bowling centers throughout
  the country, with 114,866 lanes, and about 143
  duckpin and
• candlepin centers operating with
  approximately 2,680 lanes.
• Bowlers describe the appeal of the sport as a
  fun activity to be shared with family and
  friends of all age
• groups. And, most centers report
  significant increases in patronage in recent
  years as more people seek
• reasonably-priced and family-oriented
  recreational activities close to home. Changes
  in the industry have
• also likely increased consumer appeal, as
  older and smaller centers closed and have been
  replaced by new,
• larger, and many times multi-entertainment-ori
  ented facilities.
• About one in six consumers (15) in this study
  cite having bowled with family or friends to
  spend time together at least once in the past
  month, which is consistent with the industry
  statistics above. This survey also finds adults
  with children (i.e., families) as the biggest
  bowlers (10 of total population, two-thirds of
  all bowlers).
• Families go bowling about once a month, but among
  regular bowling households, the average is twice
  a month. The very young (18-34), particularly
  men, and higher income earners bowl the most
  frequently at just over the once a month average.
  

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4. Bowling To Spend Time Together a. Household
Penetration Past Month
About one in six consumers (15) cite having
bowled with family or friends to spend time
together at least once in the past month, with
adults having children being the biggest bowlers
(10 of total population, two-thirds of all
bowlers).
Q15 In the past month, about how many times
have you gone bowling with family or friends to
spend time with one another? Would
you say you went bowling (CHOOSE ONE RESPONSE)
21
4. Bowling To Spend Time Together b. Frequency
of Going Bowling
Families go bowling about once a month, but among
regular bowling households, the average is twice
a month. The very young (18-34), particularly
men, and higher income earners bowl the most
frequently at just over the once a month average.

Gender
Age
Income
Once a week or more
Q15 In the past month, about how many times
have you gone bowling with family or friends to
spend time with one another? Would
you say you went bowling (CHOOSE ONE RESPONSE)