Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
- Increased usage of image-based social media sites
- Consumers taking on a ‘save it mentality’
- Rise in ‘digital detoxing’
- Health focus continues
- The consumer
- Music, reading and cooking most popular pastimes
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- Figure 1: Current and previous participation in selected hobbies, November 2017
- Rise in creative hobbies
- Majority still use a traditional camera
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- Figure 2: Camera type used by those who have taken part in photography in the last 12 months, November 2017
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- Figure 3: Agreement with statement ‘Having a smartphone has encouraged me to take more photographs’, November 2017
- Brits spend most on home improvements
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- Figure 4: Average spend on hobbies in an average month, November 2017
- Spending increased for a fifth but more gave up hobbies due to lack of money
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- Figure 5: Agreement with statements related to time/money impact on hobbies, November 2017
- Interest in mechanics pushes gender stereotypes
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- Figure 6: Participation and interest in selected hobbies, November 2017
- Millennials keen to try new hobbies
- Half of Brits interact on social media
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- Figure 7: Participation in online activities, November 2017
- A third learn via blogs and vlogs and half this amount buy from them
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- Figure 8: Behaviours related to online blogging and vlogging, November 2017
- A quarter buy everything at once while classes not mainstream
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- Figure 9: Behaviours related to starting and maintaining a hobby, November 2017
- A quarter considered turning a hobby into a business
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- Figure 10: Agreement with statement ‘I have considered turning a hobby into a business’, November 2017
- What we think
Issues and Insights
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- The rise of social media influentials
- The facts
- The implications
- The threat of smartphones to traditional photography
- The facts
- The implications
The Market – What You Need to Know
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- Increased usage of image-based social media sites
- Consumers taking on a ‘save it mentality’
- Rise in ‘digital detoxing’
- Health focus continues
Market Drivers
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- Increased usage of image-based social media sites
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- Figure 11: Social and media network usage, March 2016 vs March 2017
- Consumers taking on a ‘save it mentality’
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- Figure 12: Trends in consumer spending of spare money, June-December 2017
- Rise in ‘digital detoxing’
- Health focus continues
The Consumer – What You Need To Know
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- Music, reading and cooking most popular pastimes
- Rise in creative hobbies
- Majority still use a traditional camera
- Spending increased for a fifth but more gave up hobbies due to lack of money
- Photography and mechanics most appealing to try
- Millennials keen to try new hobbies
- A third learn via blogs and vlogs and half this amount buy from them
- A quarter buy everything at once while classes not mainstream
Participation in Hobbies
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- Music, reading and cooking most popular pastimes
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- Figure 13: Current and previous participation in selected hobbies, November 2017
- Rise in creative hobbies
- Two generations enjoy needle work
- Birdwatching increases in popularity
Photography
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- Rise in photography as smartphones inspire nation
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- Figure 14: Agreement with statement ‘Having a smartphone has encouraged me to take more photographs’, November 2017
- Majority still use a traditional camera
- Smartphone cameras used most by young women
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- Figure 15: Camera type used by those who have taken part in photography in the last 12 months, November 2017
Spending on Selected Hobbies
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- Brits spend most on home improvements
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- Figure 16: Average spend on hobbies in an average month, November 2017
Changes in Hobby Participation and Spending
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- Over a quarter gave up hobby due to lack of time or money
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- Figure 17: Agreement with statements related to time/money impact on hobbies, November 2017
- A fifth spending more money on hobbies
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- Figure 18: Consumer behaviours around spending on hobbies – CHAID – Tree output, November 2017
Interest in New Hobbies
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- Photography and mechanics most appealing to try
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- Figure 19: Participation and interest in selected hobbies, November 2017
- Gender boundaries being pushed
- Millennials keen to try new hobbies
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- Figure 20: Interest in trying selected activities in the future, by generation, November 2017
Social Media and Online Activities
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- Half of Brits interact on social media
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- Figure 21: Participation in online activities, November 2017
- A third of Millennials read blogs
- Young men most keen on vlogs
- A third learn via blogs and vlogs
- Millennials three times more likely to buy items featured in blogs/vlogs
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- Figure 22: Behaviours related to online blogging and vlogging, November 2017
Starting and Maintaining a Hobby
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- A quarter buy everything at once
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- Figure 23: Behaviours related to starting and maintaining a hobby, November 2017
- Classes and groups most common for creative hobbies
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- Figure 24: Behaviours related to starting and maintaining a hobby, by participation in selected hobbies in the last 12 months, November 2017
Turning a Hobby into a Business
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- A quarter considered turning a hobby into a business
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- Figure 25: Agreement with statement ‘I have considered turning a hobby into a business’, November 2017
- Business opportunity most considered by creatives and bloggers/vloggers
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- Figure 26: Agreement with statement ‘I have considered turning a hobby into a business’, by participation in hobbies, November 2017
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- Figure 27: Agreement with statement ‘I have considered turning a hobby into a business’, by participation in online activities, November 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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- Figure 28: Consumer behaviours around spending on hobbies – CHAID – Table output, November 2017
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