In an online survey just released by GfK, 50% of Americans entertain guests in their homes at least monthly, while 21% host either daily or weekly. When it comes to hosting “every days or most days” – the highest level of frequency captured in the study -- the US was among the top five nations, at 6%.
On the other hand, more than one in ten (13%) Americans say that they never entertain guests in their homes. These insights are from an online survey of over 22,000 consumers (ages 15 or over) across 17 countries. GfK asked people how often they entertain guests in their homes; this could cover everything from dinner parties to having friends over to watch a film or sports or simply chatting over coffee.
Globally, a quarter (25%) of people entertain guests in their homes either daily or weekly, and an additional one-third (34%) entertain monthly. Less than one in ten (9%) people say that they never entertain guests at home.
Mexicans and Argentinians are the most frequent hosts out of all 17 countries surveyed, with 42% and 39% (respectively) reporting that they entertain either daily or weekly. In contrast, Koreans and Japanese are least likely to entertain at home, with over a quarter (28% and 27% respectively) saying they never do this.
Among Americans, gender makes next to no difference in how often people entertain guests at home. Less than one-third of both genders (28% for women and 31% for men) entertain at least once a month at home. Men are slightly more likely than women, however, to entertain daily or weekly (27% for men versus 16% for women), while women are more likely to report hosting less often than once a month (43% versus 30%).
Parents, young adults are most frequent hosts.
Americans living in households where there are no children aged under 20 living at home are less frequent hosts than those with children. In the no-children households, only 13% entertain guests on a daily or weekly basis. This percentage jumps to 28% for those with teenage children (13 to 19 years old) in the household, and peaks at 40% for those with children ages six to twelve.
When comparing different age groups in the US, the frequency of entertaining guests at home tends to decrease as people get older. More than a third (37%) of those in their twenties say they entertain guests either daily or weekly, falling to 34% for those in their thirties, 18% for those in their forties, and only 5% for those in their fifties and over sixty.
By combining these survey insights with purchase data from consumer panels and point of sales tracking, plus market knowledge of cultural influences, GfK helps manufacturers, supermarkets and retailers to identify high-potential audiences and opportunities, both globally and at country-specific level – covering areas such as FMCG, groceries, beverages, domestic appliances, home entertainment or technical consumer goods.
More data is available in GfK’s complimentary global study reports showing findings for each of the 17 countries, by gender, age, family stage and income.
About this study
GfK asked over 22,000 consumers (aged 15 or over) online in 17 countries how often they entertain guests in their home, selecting from: Every day or most days; At least once a week; At least once a month; Less often; Never.
Fieldwork was completed in summer 2016. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. The global average given in this release is weighted, based on the size of each country proportional to the other countries.
Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA.
About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
For more information, please visit www.gfk.com/en-us/ or follow GfK on Twitter.
