Motivations for taking part in hobbies vary by generation. Many older consumers prefer to spend time alone and are driven to enjoy hobbies in order to unwind and relax. Meanwhile, younger consumers perceive hobbies primarily as a skill or knowledge-building opportunity, or as a catalyst for socialising.

Consumers are actively seeking ways to increase overall wellbeing, which includes not only physical health, but also emotional and psychological. Brands should tap into the ‘mindfulness’ trend by promoting hobbies and interests as a positive way to switch off in the digital world.

As an information source, online videos are now just as popular as traditional print media. Not only does this shift increase access to a larger number of consumers, but it also presents opportunities for operators to boost engagement and interactivity.

This Report covers UK consumers’ hobbies and interests, which Mintel defines as an activity regularly done in one’s leisure time for pleasure.