The UK Leisure Wallet
Opinium was approached by independent communications agency, Publicasity, on behalf of their end client, one of the world’s pre-eminent advisory and interim management firms, who provide restructuring leadership to companies and their stakeholders. One of the principal areas in which these services are provided is the leisure and hospitality sector, and the end client needed to position themselves as experts and leaders in this sector.
Opinium was therefore commissioned to create out a bi-annual market research tracker to provide the end client with intellectual property/content on UK consumer spend in the leisure sector.
Opinium proposed a two stage annual study among UK consumers. The first stage was a survey of 2,921 UK adults and the sample was designed to include boost samples for cities of key interest (London, Birmingham, Manchester, Glasgow and Leeds). Results were weighted to nationally representative criteria and a Powerpoint report was delivered to the client.
Opinium worked closely with Publicasity and the end client to create a questionnaire that would reveal some fascinating and powerful insights into the UK leisure market, including how UK consumers are choosing to spend their discretionary income.
In particular, we set out to measure current participation in and spend on specific leisure activities, which can be grouped into categories including eating and drinking outside the home, cinema/evening entertainment, gaming/gambling/bingo, health clubs/gyms, online leisure and hotels/holiday parks.
We wanted to identify the size of typical leisure budgets and the share accounted for by the various leisure sectors. We also sought to explore how consumption of leisure is changing in the light of the recession and changes such as extended opening hours and the ban on smoking in public places.
Contact us at info@opinium.co.uk to learn more about this case study.
