Travel and leisure marketing: Government’s latest leisure time study confirms stereotypes.

Women spend more time cleaning, men spend more time at the office.

Men spent more time at the office in 2009,  women spent more time doing housework and child rearing.

The U.S. Bureau of Labor Statistics just released the  findings of the 2009 American Time Use Survey.  If you’re doing leisure marketing, their findings should influence the way you talk to working men and women.

TV still the #1 leisure time activity.

  • People 15 and over average 2.8 hours a day watching TV, the leisure activity that occupied the most time.
  • Socializing with friends or attending social events account for 45 minutes a day.
  • Adults 75 and over spent more than 1 hour a day reading, while kids 15-19 spent less than 5 minutes.

Men more likely than women to work watch TV and exercise.

  • Overall, men spent more time in leisure activities than women (5.8 hours vs. 5.0 hours a day).
  • Men spend 56 more minutes a day at work than women.
  • 21% of men participated in sports, exercise or recreation on an average day
  • In contrast, only 16% of women did.

Women more likely to clean the house.

  • On an average day, 51% of women did housework, every day, compared to 20% for men.
  • On the days they did household chores, women spent an average of 2.6 hours  doing housework, versus 2.0 hours for men.

The study points to clear opportunities for marketing your leisure brand to both men and women.

If you’re doing leisure marketing to men, offer them an alternative to working late, and watching TV.

If you’re doing leisure marketing to women, show them how your leisure product can give them more time with their kids and less time doing housework or watching TV.

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2 Responses to Travel and leisure marketing: Government’s latest leisure time study confirms stereotypes.

  1. May I say which your info has assisted me considerably, keep up the great function.

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