More Pleasure From Leisure - the Upside of Down - Recession Points New Direction for Consumers

LONDON - A new survey of consumer trends reveals that people are increasingly
looking to enjoy themselves at home as the recession continues to bite. And
45% have declared “We just want to have fun”.

The survey of attitudes to leisure, commissioned by The Communications
Agency, shows that while the financial headlines might all be gloom and doom,
there are still some ‘upsides to down’. And the survey reveals more sex is
one of those ‘upsides of down’ as people look for cheaper ways to have fun.

52% of Brits are pleased that there is less pressure to go out all the
time and rather than making us miserable most of us feel it is a good
opportunity to focus on the things that matter and find ways to have more fun
in the comfort of our own homes.

A huge 84% see the financial downturn as a great reason to spend more
time with friends and family. In general the report shows good news as three
quarters of us believe the downturn is actually making us evaluate what is
important in life. This is bringing a re-emphasis on family values as we
prioritise time spent with our friends and family. An overwhelming 85% said
this was one of the most important things to do with their leisure time.

And with 67% saying they are looking for cheap ways to have fun, it’s no
wonder sex is becoming a more popular favourite leisure activity as people
stay in to defy the recession. Nearly a third of Britons say they will have
more ‘recession sex’ as a result of staying in, according to the new
research. It’s the under 35’s who are most passionate about this - with 40%
say they are indulging more. And it’s the men that are leading the way - in
intentions at least.

Adam Leigh, Chief Executive at The Communications Agency says, “Brits
have always been great at making the most of a bad situation, and our
research has proved that. People want to have fun and not just in the
bedroom. Many of the things the politicians have been calling for could come
from this recession - a return to family values, a desire to learn and people
getting fit and healthy once more. The recession may seem hard at the moment,
but people realise that there are some real benefits to feeling less
pressurised to shop and go out. That’s the upside of down.”

While staying in is definitely the new going out - 70% of people
prioritise spending their leisure time ‘relaxing’, for example staying at
home to watch films with their partner - people still want to party. They may
not be heading out to bars to buy expensive cocktails, but they may well be
holding ‘credit crunch’ parties at home with friends.

The changes are creating more time for less consumerist forms of
self-fulfilment: Adult education and creative hobbies could also benefit from
the recession, as learning becomes more valued. And the nation could well
become more fit and healthy, as we look for cheaper family activities such as
walking and cycling.

When it comes to holidays, foreign trips may be off the menu but UK
tourism could benefit. 35% want to take a cheaper holiday - and 23% of all
consumers are cutting back on their holiday plans this year and some will be
taking a ’staycation’ i.e not going away at all. That represents a massive
opportunity for leisure brands of all types as people seek to enjoy
themselves in familiar surroundings.

Research conducted on-line with a representative sample of 1000 adults
aged 18 + by GM Insite in January 2009

Editor’s Notes

The Communications Agency is an award-winning integrated marketing agency
that builds effective relationships for brands in the financial, retail,
leisure & entertainment and not-for-profit sectors. Clients include American
Express, RBS, Samsung, Prostate Research, Walt Disney, Mothercare and Early
Learning Centre. www.tcalondon.com

Source: The Communications Agency

For further information please contact: Media only: Nick Bowman or Clementine Bohee, Mandarin, T: +44(0)20-3117-0000, M : +44(0)78-0155-2856, E: nick at prmandarin.co.uk or clementine at prmandarin.co.uk .