Hobbies and Interests - UK - February 2018

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
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
Figure 1: Current and previous participation in selected hobbies, November 2017
Rise in creative hobbies
Majority still use a traditional camera
Figure 2: Camera type used by those who have taken part in photography in the last 12 months, November 2017
Figure 3: Agreement with statement ‘Having a smartphone has encouraged me to take more photographs’, November 2017
Brits spend most on home improvements
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
Figure 5: Agreement with statements related to time/money impact on hobbies, November 2017
Interest in mechanics pushes gender stereotypes
Figure 6: Participation and interest in selected hobbies, November 2017
Millennials keen to try new hobbies
Half of Brits interact on social media
Figure 7: Participation in online activities, November 2017
A third learn via blogs and vlogs and half this amount buy from them
Figure 8: Behaviours related to online blogging and vlogging, November 2017
A quarter buy everything at once while classes not mainstream
Figure 9: Behaviours related to starting and maintaining a hobby, November 2017
A quarter considered turning a hobby into a business
Figure 10: Agreement with statement ‘I have considered turning a hobby into a business’, November 2017
What we think
ISSUES AND INSIGHTS
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
Increased usage of image-based social media sites
Consumers taking on a ‘save it mentality’
Rise in ‘digital detoxing’
Health focus continues
MARKET DRIVERS
Increased usage of image-based social media sites
Figure 11: Social and media network usage, March 2016 vs March 2017
Consumers taking on a ‘save it mentality’
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
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
Music, reading and cooking most popular pastimes
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
Rise in photography as smartphones inspire nation
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
Figure 15: Camera type used by those who have taken part in photography in the last 12 months, November 2017
SPENDING ON SELECTED HOBBIES
Brits spend most on home improvements
Figure 16: Average spend on hobbies in an average month, November 2017
CHANGES IN HOBBY PARTICIPATION AND SPENDING
Over a quarter gave up hobby due to lack of time or money
Figure 17: Agreement with statements related to time/money impact on hobbies, November 2017
A fifth spending more money on hobbies
Figure 18: Consumer behaviours around spending on hobbies – CHAID – Tree output, November 2017
INTEREST IN NEW HOBBIES
Photography and mechanics most appealing to try
Figure 19: Participation and interest in selected hobbies, November 2017
Gender boundaries being pushed
Millennials keen to try new hobbies
Figure 20: Interest in trying selected activities in the future, by generation, November 2017
SOCIAL MEDIA AND ONLINE ACTIVITIES
Half of Brits interact on social media
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
Figure 22: Behaviours related to online blogging and vlogging, November 2017
STARTING AND MAINTAINING A HOBBY
A quarter buy everything at once
Figure 23: Behaviours related to starting and maintaining a hobby, November 2017
Classes and groups most common for creative hobbies
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
A quarter considered turning a hobby into a business
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
Figure 26: Agreement with statement ‘I have considered turning a hobby into a business’, by participation in hobbies, November 2017
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
Abbreviations
Consumer research methodology
Figure 28: Consumer behaviours around spending on hobbies – CHAID – Table output, November 2017