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Passion rebuilds the world for the youth. It makes all things alive and significant
-Ralph Waldo Emerson

Youth is the time of life between childhood and adulthood (maturity).
The youth today are a curious blend of materialistic and other worldly pursuits. Success drives youngsters today. Leisure is an important part of the youngsters lives today.

State of mind which ordinarily is characterized by unobligated time and willing optimism [1].
It can involve extensive activity or no activity.

Block of unoccupied time, spare time, or free time when we are free to rest or do what we choose.
Leisure is time in which our feelings of compulsion should be minimal.

The state or quality of being:
active; agile; vigorous action or operation; energetic; active force; as, an increasing variety of human activities.

To analyse the youth leisure activities and find out how they spend their time.

Type of research:
Exploratory research.

Type of data:

Primary Secondary
Data sources:

Online publications Journals Primary research: Survey

Research Instrument: Questionnaires Sample units: Age group: 17-50 years

Sample size: 62 respondents

The Bible discusses singing, dancing, music, and other forms of acceptable recreation. The Romans had the Coliseum, where they watched chariot races and other entertainment.

The Greeks had amphitheater's where they viewed drama and comedy.
Greeks invented the Olympics, one of the greatest entertainment sport spectacles[2]

THE MIDDLE AGES: More emphasis was put on work, and there was little time for leisure. However, jousting tournaments, hunting tournaments, and the earliest forms of chess, checkers, and other games developed during this time.


Machines mechanized the manufacture of fabric and fibers, and this ultimately led to more leisure time for the workers. Industrial Revolution helped create the notion of leisure time.


Workers demanded shorter working hours, paid vacations and holidays, and weekends off, leading to even more leisure time for the world's workforce.

TRIBAL WARFARE: Early man, worked when it was necessary to find food or to create items they needed to live. They did not work continually, they interspersed work with pleasure or leisure.

Work became play, while today, the two terms are decidedly distinct.

Beyond the growth in the Youth population, marketers cannot afford to ignore Youths for numerous other reasons:
Have significant discretionary income Spend family money as well as influence their parents buying.

Establish and affect fashion, lifestyle.

Provide a window into our societya view of how it is now, and what it is likely to become

Youths are a growing market
Youths have money to spend Youths influence household spending Youths have more choices than ever Youths multitask media. Raised in the age of information and uncertainty


Watching Television Reading magazines Video Games Internet (Social Networking) Coffee Clubs Hanging Out With Friends Sports Activities Shopping Cultural Activities Eating, Drinking Sleeping Phone Addiction Night Life (Clubs, Pubs, Disc)

Recently released statistics: 84% of males and 85% of females count watch television as their number one leisure activity[3].

The most common leisure activity in India is watching television

The average viewing time is 10 hours per person per week[3]. TV remains the dominant medium for media consumption and advertising

Actual listening rates among the youth vary greatly, depending on the quality of national broadcasting and the availability of private alternatives.
Boom in radio listening among youth: result of the emergence of dozens of private radio stations.

Internet is gaining popularity among young people, but at a much slower pace than television and radio.
Internet is a source of information, communication, socializing and entertainment. Helps youth establish contact with the outside world and freely seek information.

Social Networking is gaining popularity: Facebook, Orkut, Twitter etc.


Leisure reading is a proportion of the amount of time spent on reading, as a part of the amount of time daily devoted to leisure activities.
Leisure reading refers to the reading of text which is chosen by the reader. Includes reading of fiction, nonfiction, graphic novels, comic books, newspapers, magazines, audio books and online reading.

Video games are a culture among the youth.
The first video game "Space Wars" took a multi-million dollar.

It demonstrated the novel possibility of using computers for fun.

A coffee house shares some of the characteristics of a bar, and some of the characteristics of a restaurant.
Some coffee houses also serve flavored tobacco smoked through a hookah. Centers of social interaction: provide social members with a place to congregate, talk, write, read, entertain one another, or pass the time, whether individually or in small groups.

People should increase their physical activity during leisure time or commuting to lower the risk of stroke.
Adventure Racing, Water Sports, Clubs & Societies, Outdoor Sporting Activities, Outdoor Adventure, these are some of sports activity examples. Getting into a sport or activity is all about making the most of the time and can help a person feel good.


It includes people or population in age between 35-50.
Some of the activities in which the back youth indulge are: Spend time with family Watching movie Reading books Taking part in social activities Physical activities magazines

1 .Name

2. Age [ ] If your age is between 15-35 fill question from 3-8 and if your age is between 35-50 fill questions 3,4 and 9,10.
3. Gender


4. Occupation

5. According to your weekly schedule , on an average how much time you spend on the given activities:
1hr 2hrs 3hrs 4hrs 5hrs or more than 5hrs

Night life Sports Hobby TV/Movies Sleeping Travelling Internet

Coffee shop Eating and Drinking





5hrs or more than 5hrs

Reading Magazines
Coffee Shop

Video Game

6. Do you follow the same routine on weekends and on other Holidays Yes No

7. If no, please specify your activity on weekends and on other holidays:

8. How much money(Rs) you spend on leisure activities on an average in a week ? 9. What were the leisure activities when your age was between 15-25? 10. How much money (Rs) you spent on your leisure activities on weekly when your age was between 15-25 years?

To fill above questionnaire i made an online survey. In which i made an questionnaire at Google docs(website) and send the link to my friends and also fix that link at my Facebook

profile so that

maximum no of respondents fill my

questionnaire. In last 62 respondents fill the questionnaire. On the basis of the their answer received I made all the

entries in SPSS(Statistical package for the social sciences) software to analyse the result.

Interpretation Of The Result

Interpretation: Frequency of time spend on shopping increased over time

Interpretation: Sports and physical activities reduced over a period of time

Interpretation: People giving less time to their hobbies

Interpretation: Now days people giving more time to the TV and watching movie

Interpretation: Sleeping in leisure time is also among favourite activity

Interpretation: Now days more people preferred travelling as a leisure activity

Interpretation: People spend more time on internet or on social networking

Interpretation: People used to spend more time at coffee shop

Interpretation: Increased in the eating and drinking habit of the people

Interpretation: More no. of people spend their leisure time in reading book ,novels and magazines.

Interpretation: Mostly people generally follow the same routine on weekends

Interpretation: People who changed their routine preferred to do these activities: Take rest at home , dating ,sleeping and playing sports.

Interpretation: range for spending money at that period of time was10-100(RS)

Interpretation : marketing perspective

1. Increase in the purchasing power and discretionary incomethe graphs above show that over time the disposable income of the individuals has increases drastically, which gives them a larger purchasing power and a greater willingness to purchase.

2. Shift in hobbies from outdoor to indoor leisure activities- it is very apparent from the above survey that people today like to spend more time watching television and movies, rather than going out to watch and play sports.

3. Hence the marketers should focus more on promoting their products and/or services on the television and using other tools like cinema. 4. Focus on electronic media should be greater as the impact of social media is also increasing over time. Thus the advertising budget should have a greater share of promotions electronic media rather than outdoor events.
5. The survey shows an increase in the travelling trends of the people. So through tourism the marketers can promote their product/service. The use of outdoor media like billboards, hoardings etc. should be used more effectively and efficiently. The marketers should try to use more of OOH tools.

6. From the foreseen shifts in leisure activities, the marketing strategies should also be shifted accordingly. Leisure activities can be an effective means of positioning the product/service. So, depending on the changing trends of leisure activities, the marketers should also change the means of advertising, promotions and sales in order to position the product effectively. 7. The survey also shows that coffee culture is increasing day by day. So coffee shops are also an effective way to promote goods and services that can be related to the industry. 8. Thus it can be safely concluded, that, different age groups have different leisure activities, so the positioning should be done according to the interests of the targeted age group using the right kind of media tool.

[1] A. J. Veal , Journal of Leisure and Recreation, Vol. 2, No.4, 1992,pp.44-48,52

[2] published on 28aug2008

[3] Published on September 8th, 2010 published in 2003

Wild, Anthony (2005). Coffee A Dark History. W. W. Norton & Company. p. page 90.

FeixaCarles,2005,YouthandLeisure ... Leisure and Youth Glo bal Culture (Teenage. Market). Page 3.