THE LEISURE MARKET

Digital, analog, traditional, interactive, live, frightening and overwhelming, exotic, risky, trendy -- leisure activities are part of consumers’ “free time” and constitute a homogeneous market.

The increase in free time, technological progress and the evolution of attitudes have all changed the way leisure activities are consumed; they have become an essential form of consumption.

Even if the supply and demand of leisure activities are expanding rapidly (more than 195 billion Euros annually and around 18% of French expenditures), the budget dedicated to them is nonetheless limited and requires that consumers make choices.

The leisure market we study consists of six large segments:

 Interactive, Digital and Cultural leisure activities (IDCL): Video games, Video, Media (TV, Press, Internet, Radio), Comics, Books, Music and Live Shows
 Tourism and Theme Parks
 Sports as practice, show and equipment
 Fashion and Cosmetics
 Gambling
 Cinéma

 
This segmentation should not hide the growing interactions among these various segments, they complement each other until they converge Hence the main economic actors of the leisure market are multi-segment companies that offer a variety of concepts on different products and constantly seek to multiply synergies among the various contents offered.

Furthermore, the drawing power of this market drains off an important share of advertising investment, which makes it a favoured communications medium.

How is leisure consumption evolving in France?
What forms of entertainment are on a roll?
How do French get organized to meet their leisure needs?
Who is consuming what leisure activity and what are their expectations?
How effective are “leisure” activities as an advertising media?


VERTIGO can provide precise, objective answers to all these questions.