Americans Demand the Luxury of Leisure... Self-Actualization Drives Spending on Entertainment and Recreation, According to Unity Marketing.

Lifestyle Editors/Business Editors

STEVENS, Pa.--(BUSINESS WIRE)--Dec. 10, 2003

American's insatiable appetite for entertainment resulted in spending of $627.2 billion in 2002, an increase of 5.6 percent over 2001, according to a new Unity Marketing study Why People Buy Entertainment and Recreation Products, 2003, on consumers' entertainment and recreational product purchases.

"That's almost 50 percent more than we spend on apparel and accessories and more than the entire GNP of Canada," said Pam Danziger, president of Unity Marketing and author of Why People Buy Things They Don't Need. "Powered by a feeling of entitlement, Americans bring a unique achievement orientation to how we 'recreate.' We want to accomplish something meaningful and measurable through our leisure pursuits."

"For more Americans, particularly affluent consumers, the goal of leisure and entertainment is to achieve greater self-actualization," Danziger continued. Psychologist Abraham Maslow placed 'self-actualization' at the pinnacle of the hierarchy of human needs, to be satisfied only after the basic needs for food, clothing and shelter. According to Maslow, self-actualization refers to "man's desire for fulfillment...to become everything that one is capable of becoming."

Marketers and retailers that sell entertainment and recreation products primarily serve consumers' self-actualization needs, as their products have no practical purpose other than to provide emotional satisfaction.

Typical American spends almost $2,000 on entertainment goods

In the latest survey among 1,000 U.S. consumers, books, magazines and newsletters (purchased by 74 percent of shoppers in the past year), prerecorded media (62 percent), and toys, dolls and games (50 percent) were the most widely purchased categories among a total of 11 entertainment and recreational products.

Total consumer spending on these purchases was $1,834 on average. "For certain category of goods, notably audio and stereo equipment, books and magazines, computers and software for home, musical instruments and sporting goods and exercise equipment, shoppers favor the extra service they receive at specialty stores. But for everything else, such as prerecorded media, toys, dolls and games, photography equipment and supplies, pet accessories, TV, radios, DVD and VCR players and craft supplies, consumers shop mass merchants and discount department stores first," Danziger revealed.

'Fantasy Fred' and 'Frugal Francine' are most affluent

Unity's research found five market segments distinguished by an emotional need for entertainment. For example, 'Bored Betty' needs more meaning in her life and finds that through entertainment. Reducing boredom and stress is the prime motivator for Betty, who is more likely to be a low-income woman living alone.

'Fantasy Fred,' on the other hand, finds meaning in his life by connecting with other places and times. This consumer, a highly educated, married baby-boomer with a $75k plus income, uses entertainment to expand his mind through new ideas and to express different aspects of his personality.

'Entertainment Alex' is the most active buyer of entertainment media and spends the most in the category. But Alex's lower income and younger age means he spends a significant amount of his disposable income in the category. 'Frugal Francine' finds entertainment in shopping for bargains, and is more involved in buying entertainment media than using it. An active consumer, Frances is more likely to be an upper-income married woman aged 25-to-54 years old with children.

"Finally, 'Coach-Potato Carol' is the least active entertainment consumer. Equally divided between male and female, this consumer is older, often retired, and is not particularly motivated by fantasy fulfillment, self-expression, relieving boredom or stress or media as an enhancement to the quality of life," Danziger concludes.

For more information on this new report, Why People Buy Entertainment and Recreation Products, 2003, visit this link: http://www.unitymarketingonline.com/reports2/entertainment/

About Unity Marketing

Founded in 1992 , Unity Marketing is a market consulting firm that specializes in consumer insights for luxury marketers. Using its proprietary why people buy research strategy, Pam Danziger, company founder and author of Why People Buy Things They Don't Need (Ithaca, NY: Paramount Market Publishing, 2002) uncovers the motivations, desires and emotional needs that drive consumers to buy. Unity also publishes market research studies on the luxury market, jewelry, garden, home furnishings, gifts and collectibles, greeting card and stationery, personal care and cosmetics markets, as well as the Luxury Business newsletter. Pam is currently working on her new book, Let Them Eat Cake: Marketing Luxury to the Masses (as well as the Classes), to be published in early 2004.

For more information about the report, contact Pam Danziger, Unity Marketing, 717-336-1600; [e-mail]

For media inquiries, contact Len Stein, Visibility PR, 914-712-2610; [e-mail]