Table of Contents
Executive Summary
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- The market
- Brits are tight for time
- Total wellbeing trend goes mainstream
- Generation rent’s interior design obsession
- Tech-enabled access shifting hobbies online
- Youthful search for social alternatives
- The consumer
- A nation of hobbyists
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- Figure 1: Participation in hobbies and interests, November 2019
- Most popular hobbies also most frequent
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- Figure 2: Most frequent hobby/interest, November 2019
- Fine arts most popular
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- Figure 3: Participation in arts and crafts hobbies, November 2019
- Millennials show interest in practical arts
- Three quarters take time for hobby weekly
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- Figure 4: Participation frequency of hobby/interest spent most time on, November 2019
- Subscription models can encourage regularity
- Social preferences split between ages
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- Figure 5: Leisure time preferences, November 2019
- Online videos now on par with print media
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- Figure 6: Information sources for most frequently done hobby/interest, November 2019
- Relaxation key driver
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- Figure 7: Motivation for hobby/interest participation, November 2019
- What we think
Issues and Insights
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- Eco-concerns create opportunities for DIY
- The facts
- The implications
- The age of ‘hobby socialising’ is here
- The facts
- The implications
The Market – What You Need to Know
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- Brits are tight for time
- Total wellbeing trend goes mainstream
- Generation rent’s interior design obsession
- Tech-enabled access shifting hobbies online
- Youthful search for social alternatives
Market Drivers
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- Brits are tight for time
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- Figure 8: Average weekly working hours for full-time workers, by EU country, 2019
- Total wellbeing trend goes mainstream
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- Figure 9: Stress-relieving methods used/interested in using, February 2018
- Generation rent’s interior design obsession
- Tech-enabled access gradually shifting hobbies online
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- Figure 10: Hobby information access channel, November 2019
- Youthful search for social alternatives
The Consumer – What You Need to Know
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- A nation of hobbyists
- Millennials show interest in practical arts
- Three quarters take time for hobby weekly
- Subscription models can encourage regularity
- Social preferences split between ages
- Online videos now on par with print media
- Relaxation key driver
Participation in Hobbies and Interests
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- A nation of hobbyists
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- Figure 11: Participation in hobbies and interests, November 2019
- Flexibility crucial for working adults
- Language-led experience holidays an opportunity
- Gender preferences clear
- More young men heading to the kitchen
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- Figure 12: Participation in hobbies and interest, by gender, November 2019
- Most popular activities also most frequent
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- Figure 13: Most frequent hobby/interest, November 2019
Participation in Arts and Crafts
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- Fine arts most popular
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- Figure 14: Participation in arts and crafts hobbies, November 2019
- Textiles driven by older generations…
- …but interest can be captured in the young
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- Figure 15: Participation in arts and crafts hobbies, by generation, November 2019
- Millennials show interest in practical arts
- Ceramics make a comeback
- Floristry repackaged for the home interior
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- Figure 16: Example of bottled terrariums
Hobby and Interest Frequency
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- Three quarters take time for hobby weekly
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- Figure 17: Participation frequency of hobby/interest spent most time on, November 2019
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- Figure 18: Frequency of hobby/interest spent most time doing, November 2019
- Over-65s most frequent hobbyists
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- Figure 19: Participation frequency of hobby/interest spent most time on, by age, November 2019
- Subscription models can encourage regularity
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- Figure 20: Example of Seed Pantry’s seed kits
Leisure Time Preferences
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- Over half prefer solo leisure time
- Small and intimate preferred social setting
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- Figure 21: Leisure time preferences, November 2019
- Millennials prefer more social settings
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- Figure 22: Leisure time preferences, by age, November 2019
Information Sources
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- Print media still crucial source…
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- Figure 23: Information sources for most frequently done hobby/interest, November 2019
- …although online videos now on par
- Videos best for technical hobbies
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- Figure 24: Use of online videos as information source for hobby spent most time on, November 2019
Hobby Motivations
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- Relaxation key driver
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- Figure 25: The Mindfulness Colouring Book: Anti-stress art therapy for busy people, by Emma Farrarons
- Men use hobbies as preventatives
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- Figure 26: Motivation for hobby/interest participation, November 2019
- Younger age groups seek to learn and improve
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- Figure 27: Motivation for hobby/interest participation, by generation, November 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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