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Hobbies and Interests - UK - February 2017

“The activities that Brits are choosing to do in their spare time seem to, in some instances, mirror a trend for cutting back with low-cost gyms more popular than ever and a huge increase in participation in hobbies which involve minimal outlay such as baking and knitting.”
–    Helen Fricker, Senior Leisure Analyst

This report will cover the following areas:

  • How do we ensure that technology has a positive impact on people’s lives?
  • How can the UK be encouraged to become more active?
  • How do we ensure everyone benefits from an ageing population?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • Consumer confidence stabilised post Brexit
            • Technology and social media aiding consumers’ fitness
              • Hobbies go back in time
                • Relaxing and more sedate hobbies appeal to UK adults
                  • Figure 1: Participation and interest in non-sports/fitness related hobbies, November 2016
                • UK adults are choosing online activity over physical activity
                  • Nearly half of UK consumers prefer hobbies that provide alone time
                    • Technology viewed as helpful but time away from it is strongly valued
                      • Consumers see the benefits of staying active in retirement
                        • Figure 2: Lifestyle attitudes, November 2016
                      • Most consumers value their health but many have no time to pursue their hobbies and interests
                        • What we think
                        • Issues and Insights

                          • How do we ensure that technology has a positive impact on people’s lives?
                            • The facts
                              • The implications
                                • How can the UK be encouraged to become more active?
                                  • The facts
                                    • The implications
                                      • How do we ensure everyone benefits from an ageing population?
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Consumer confidence stabilised post Brexit
                                              • Olympics and ‘This Girl Can’ campaign success
                                                • Polarisation in the cost of fitness
                                                  • Technology and social media aiding consumers’ fitness
                                                    • Hobbies go back in time
                                                    • Market Segmentation

                                                      • The polarisation of the cost of fitness
                                                        • Technology and social media aiding consumers fitness
                                                          • Hobbies go back in time
                                                            • Traditional pastimes on the rise
                                                              • Emerging hobbies look to the sky
                                                              • Market Drivers

                                                                • Consumer confidence stabilised post Brexit
                                                                  • Figure 3: UK average weekly earnings (excluding bonuses)* vs CPI inflation, percentage change year on year, July 2011 – Oct 2016
                                                                • Olympics and ‘This Girl Can’ campaign success
                                                                  • Low-cost gyms drive growth in fitness market
                                                                    • Keeping fit gets social
                                                                      • The ‘Bake Off effect’
                                                                        • Old school hobbies make a comeback
                                                                          • The UK looks to the East as people become more mindful
                                                                            • Wearable tech helps consumers keep track
                                                                              • Personal training enters cyber space
                                                                              • The Consumer – What You Need to Know

                                                                                • Reading and day trips most common UK pastimes
                                                                                  • UK adults most likely to want to be pampered
                                                                                    • Interacting on social media the most common UK online activity
                                                                                      • UK less involved in sports and fitness related hobbies
                                                                                        • Nearly half of UK consumers prefer hobbies that provide ‘alone time’
                                                                                          • Technology viewed as helpful but time away from it strongly valued
                                                                                            • Consumers see the benefits of staying active in retirement
                                                                                              • TV shows more inspirational to the UK than Olympic athletes
                                                                                              • Participation in Non-Sports/Fitness Related Hobbies

                                                                                                • Reading and day trips most common UK pastimes
                                                                                                    • Figure 4: Participation in non-sports/fitness related hobbies, November 2016
                                                                                                  • Women spend more time pursuing non-sport or fitness related hobbies
                                                                                                    • Knitting still a female dominated pastime
                                                                                                      • Figure 5: Participation in non-sports/fitness related hobbies, by gender, November 2016
                                                                                                    • Most popular pastimes are consistent across age groups
                                                                                                      • ‘Techie’ hobbies most appealing to young men
                                                                                                        • Younger consumers more likely to be pampered
                                                                                                          • Self-improvement and helping others more common in younger adults
                                                                                                            • Home and country hobbies appeal to young adults
                                                                                                              • Photography and knitting unite old and young
                                                                                                              • Interest in Non-Sports/Fitness Related Hobbies

                                                                                                                • UK adults most likely to want to be pampered
                                                                                                                  • Photography and self-improvement appeal to younger age groups
                                                                                                                    • Figure 6: Participation and interest in non-sports/fitness related hobbies, November 2016
                                                                                                                  • Older men less interested in helping others
                                                                                                                    • Drone racing spikes interest
                                                                                                                      • Arts and crafts more appealing than knitting
                                                                                                                      • Participation in Online Activities

                                                                                                                        • Young women spend most time interacting on social media
                                                                                                                          • Accessing free video content more popular than subscription services
                                                                                                                            • Online gaming popular but blogging/vlogging less common
                                                                                                                              • Large proportion not spending free time online
                                                                                                                                • Figure 7: Participation in online activities, November 2016
                                                                                                                            • Participation and Interest in Sports

                                                                                                                              • UK less active in sports and fitness related hobbies
                                                                                                                                  • Figure 8: Participation in sport/fitness activities, November 2016
                                                                                                                                • Men more sporty than women
                                                                                                                                  • Younger consumers more active than older groups
                                                                                                                                    • Gym and swim of equal appeal to men and women but equestrian and holistic activities more female dominated
                                                                                                                                      • UK consumers least involved in equestrian sports and martial arts
                                                                                                                                        • Appetite present for a variety of sports
                                                                                                                                          • Younger consumers most interested to try new sports
                                                                                                                                            • Figure 9: Participation and interest in sport/fitness activities, November 2016
                                                                                                                                        • Preference for Solo or Group Activity

                                                                                                                                          • Nearly half of UK consumers prefer hobbies that provide alone time
                                                                                                                                            • Young affluent consumers most likely to seek group activity
                                                                                                                                              • Figure 10: Solo or group activity preference, November 2016
                                                                                                                                          • Attitudes towards Being Healthy and Having Enough Time to Pursue Hobbies and Interests

                                                                                                                                            • Most consumers value their health but many have no time to pursue their hobbies and interests
                                                                                                                                              • The more time spent online the more time-pressured consumers feel
                                                                                                                                                • Helping the time poor
                                                                                                                                                  • Figure 11: Lifestyle attitudes, November 2016
                                                                                                                                                • Women more likely to feel they lack the time to pursue hobbies and interests
                                                                                                                                                • Attitudes towards Technology

                                                                                                                                                  • Technology seen as helpful but time away from it strongly valued
                                                                                                                                                    • Figure 12: Lifestyle attitudes, November 2016
                                                                                                                                                • Attitudes towards Mental and Physical Activity in Retirement

                                                                                                                                                  • Consumers see the benefits of staying active in retirement
                                                                                                                                                    • Figure 13: Lifestyle attitudes, November 2016
                                                                                                                                                  • Those of retirement age are most likely to read, explore, and improve their homes
                                                                                                                                                    • Community activity of most interest to older consumers
                                                                                                                                                      • Sports with a technical element are of most appeal to seniors
                                                                                                                                                      • Attitudes to Sources of Inspiration and Motivation

                                                                                                                                                        • TV shows more inspirational to the UK than Olympic athletes
                                                                                                                                                          • Figure 14: Lifestyle attitudes, November 2016
                                                                                                                                                        • Young women most impacted by Bake Off
                                                                                                                                                          • The young and affluent are most keen to be on-trend
                                                                                                                                                            • Figure 15: Lifestyle attitudes, November 2016
                                                                                                                                                          • Rio most inspiring to the next generation
                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                              • Abbreviations
                                                                                                                                                                • Consumer research methodology

                                                                                                                                                                Companies Covered

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                                                                                                                                                                Hobbies and Interests - UK - February 2017

                                                                                                                                                                US $2,478.79 (Excl.Tax)