cma insider-family-entertainment-study
TRANSCRIPT
Insider Research 1
Family Entertainment Habits of Country Music Consumers
May 2013
Insider Research 2
• CMA conducted proprietary research to identify paid family entertainment habits among Country Music
Consumers. Research objectives included:
• Determine frequency of family entertainment activities and general engagement trends year-over-year
• Identify top family entertainment activities Country Music Consumers participate in as a family.
• Assess visit history and opportunity with major US amusement and water parks.
• Define key attitude and lifestyle segments among Country Music consumers relative to family entertainment.
• Identify family entertainment plans for Summer 2013
• Methodology - The study was conducted in April/May 2013 via an online survey targeting a random sample from
the CMA Insiders Consumer Panel. Results are based on response of 286 participants age 18+ providing a margin of error of ±5.8% at the 95% confidence interval.
• To qualify for the study, respondents must have met the following screening criteria:
• Over the age of 18;
• Have at least one child under the age of 18 living in their household; and
• Have participated in paid family entertainment activities in the past 12 months.
• Terms relevant for this report and study include the following types of paid family entertainment activities:
• Single-day activities defined as those done in a single day with no overnight stay involved or needed.
• Multi-day activities defined as those done over multiple, consecutive days and including at least one overnight stay.
Study Methodology
Insider Research 3
• The CMA Insiders Consumer Panel is a group of more than 13,000 Country Music Consumers, which provides
opportunities to better understand the Country Music Consumer spending and media habits via consumer
research. The make-up of the CMA Insiders panel includes adults from all demographic groups. Membership is
not excluded for any key demographic adult group. The results of this panel research are not projectable to the
U.S. Population due to demographic make-up variances between the panel population and the general
population.
• Publication or media use of any material or data presented in this report requires prior approval and permission
from the Country Music Association.
CMA Insiders Consumer Panel
Insider Research 4
• 86% of Country Music households with children participated in paid family entertainment activities in the past 12 months.
• Over 70% plan single-day activities at least monthly and 69% take more than one multi-day family vacations per year.
• Three in five families spend $100 or more per month on single-day family entertainment activities.
• Top single-day family activities include going to the movies, attending a concert or music festival, and visiting family entertainment centers.
• In additional to being a popular activity, live concerts and music festival receive the top grade, A+, for providing overall family enjoyment among entertainment options.
• Families with children ages 8-12 are more likely to visit family entertainment centers, particularly for bowling.
• For Sumer 2013, one in four households are planning to spend more time participating in family entertainment activities versus the Summer of 2012.
• Disney World, Six Flags were most visited parks during the past 12 months.
• The majority of multi-day activities were amusement park trips and <250 miles from home, making them drivable for most families. Over half were planned and taken with a month or less of planning.
• While some 64% of multi-day activities occurred in the summer months, single parents were more likely to engage during fall/winter months.
• There is significant interest in top amusement parks among Country Music Households. For many of these parks, interest is significant among potential first time visitors providing an opportunity to target new business for amusement
and entertainment providers.
Key Findings
Insider Research 5
Family Entertainment Habits
General Findings
Insider Research 6
86% of Country Music Households with Children Engage in
Paid Family Entertainment Activities
Base: Adults 18+ with children, n=386
• 9 out of 10 participate in both single-day and multi-day activities as a family.
• Over 70% participate monthly or more often with Families of Children 13-17 more likely to
participate on a weekly basis.
Insider Research 7
Sixty-one percent Spend $100 or more on
Family Entertainment Activities Each Month
Base: Adults 18+ with children who participate in family entertainment activities, n=286
73% of Country Music families with a household income over $75K spend $100 or more per month on single-day family
entertainment activities
Income
<$75K
Income
$75K+
Spend $100 or
more per
month
51% 72%
Less than $100
39%
About $100
27%
More than $100
34%
61%
Monthly Family Single Day Entertainment Spending
Insider Research 8
Beyond Those Seeking Quality Family Time, Country Music Households Deliver a Key Group of Adventure Seekers
Base: Adults 18+ with children who participate in family entertainment activities, n=286
• Participate in family activities a
bit less frequently, but spend
more per month on the
activities.
• More likely to be a “single child
>13 yrs of age” household.
• Participate in family activities
on a more frequent basis,
especially multi-day trips.
• More likely to have multiple,
younger children.
73% Spending quality time as a family
27% Seeking
extraordinary adventures
Primary Goal When Planning Family Entertainment Activities
Insider Research 9
Single-Day Family Entertainment
Detailed Findings
Insider Research 10
Movie-going and Attending Live Concerts
Top List of Family Entertainment Activities
Base: Adults 18+ with children who participate in family entertainment activities, n=286
Single Day Activities Done in Past 12 Months
83% Saw a movie at the theater
68% Attended a live concert/music festival
66% Visited a family entertainment center
51% Visited amusement park
49% Visited a zoo
38% Visited a local or national museum
36% Visited a water park
33% Went camping
Age ≤7 Higher Rate
of Zoo and Museum visits
Ages 8-12 Higher rate
of Water Park and Family Fun
Center visits
Ages 13-17 Higher rate
of Movies, Camping and
Concerts
Insider Research 11
Bowling Alleys Strike Big!
Base: Adults 18+ with children 8-12 who visited a family entertainment center, n=86
All
families
Kids
≤ 7 yrs
Kids
8-12 yrs
Kids 13-17 yrs
Visited a family
entertainment center
66% 63% 72% 66%
Top family entertainment center types
Bowling alley 77% 72% 84% 78%
Miniature golf 56% 54% 58% 61%
Skating rink 35% 35% 43% 30%
Go-carts 32% 24% 37% 37%
Laser tag 30% 31% 37% 31%
• 66% of Country Music Households visited a Family Entertainment Center in the past 12 months;
Households with Children ages 8-12 yrs indicated a higher ratio (72%) of visiting these centers.
• Bowling Alleys are the most reported activity type, followed by miniature golf.
Insider Research 12
Live Concerts/Music Festivals Earn Top Grade
On Family Enjoyment
Base: Adults 18+ with children who participated in each activities, n sizes vary
Attended a live concert/music festival A+
Visited a zoo A
Going Camping A-
Saw a movie at the theater B+
Visited a family entertainment center B Visiting a Museum B-
Activity grade for “family enjoyment”
• Country Music Households give Live Concerts and Music Festivals their highest rating as the family
entertainment activity that provides overall family enjoyment compared to other common family
entertainment activities.
Insider Research 13
Summer’s Coming and Country Music Households Plan to Stay Active with Family Entertainment
Base: Adults 18+ with children who participate in family entertainment activities, n=286
See a movie at the theater 72%
Visit an amusement/water park 63%
Attend a live concert/music festival 58%
Attend an outdoor event/festival 52%
Visit a zoo 49%
Visit a family entertainment center 46%
Camping 38%
Visit a museum (local or national) 24%
Activities Planned for Summer 2013
• During the three-month summer season, Country Music Households plan to remain active with family
entertainment. In fact, one in four families indicate they are likely to spend more time participating in
family entertainment this summer versus last summer.
• Not surprising, the number of families planning to visit amusement parks spikes above the yearly average
as summer vacations play out.
Insider Research 14
Multi-Day Family Entertainment
Detailed Findings
Insider Research 15
Disney World, Six Flags Most Visited By Country Music
Households in Past 12 Months
Base: Adults 18+ with children who visited an amusement or water park in the past 12 months, n=103 (water park) - 147 (amusement park)
29% 27%
17% 16% 16%9% 9% 8% 7% 5% 4%
Walt Disney
World
(amusement
park) (FL)
Six Flags (multi) Walt Disney
World (water
park) (FL)
Sea World (multi) Universal
Studios (CA/FL)
Hershey Park Adventure Island Disneyland (CA) Disney's
California
Adventure
Busch Gardens
(FL/VA)
Wet N Wild
In general, amusement parks have higher visitation than water theme parks when engaging in multi-day family entertainment plans.
Top Parks Visited By Country Music Households in Past 12 Months
Insider Research 16
Majority travel <250 miles for Multi-Day Activities and
with less than one month of planning
Timing Is Everything
64% Visited during
Spring/Summer
Single Parents more likely to
visit during Fall/Winter
Ready, Set, Go!
1 in 4 hit the road
with less than a week of planning
Are We There Yet?
63% Travelled <250
miles and mostly by car
24% Travelled >500 miles – half of
those by plane
54% Planned less
than a month in
advance
Destination:
Online
69% Used the Internet
to research and
plan their visit
41% Start planning at
park destination
website
Common Elements of Multi-Day Entertainment Planning
Insider Research 17
Amusement Park Consideration Among Country Music
Households offers opportunities for first time and repeat visitors
* have visited at least once , no timeframe
Park Would Consider Past Visitor* Not Yet Visited
Disney World (FL) 76% 65% 35%
Universal Studios 63% 52% 47%
Sea World 63% 66% 34%
Six Flags 62% 26% 74%
Disneyland (CA) 49% 48% 52%
Busch Gardens (FL/VA) 48% 46% 54%
Hershey Park 44% 32% 68%
Disney Adventure (CA) 43% 44% 66%
Adventure Island (FL) 35% 28% 72%
Insider Research 18
Respondent Profile
GENDER
Female 60%
Male 40%
AGE
18-24 5%
25-34 18%
35-44 43%
45-54 29%
55+ 6%
HOUSEHOLD MAKE-UP
2 people 8%
3 people 23%
4 people 37%
5+ people 32%
Households w/ children under 7 years 46%
Households w/ children 8 - 12 years 42%
Households w/ children 13 to 17 years 55%
EDUCATION
High school or less 12%
Completed some college 31%
College/Post graduate degree 57%
HOUSEHOLD INCOME
Less than $35,000 11%
$35,000 - $49,999 13%
$50,000 - $74,999 24%
$75,000 - $99,999 16%
$100,000 or more 22%
Prefer not to answer 14%
MARITAL STATUS
Married 71%
Single/never married 14%
Divorced 11%
Other 4%
Base: Adults 18+ with children who participate in family entertainment activities, n=286