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Hobbies and Interests - UK - February 2018

“UK consumers’ favourite hobbies are those which involve minimal outlay such as reading, listening to music and baking/cooking. As consumers are choosing to save, more costly activities may be deemed less affordable. The influence that online content is having on consumers, especially Millennials, cannot be ignored. These online influencers will continue to be a source of both advice for Brits and advertising spend for brands.”

– Helen Fricker, Senior Leisure Analyst

This report examines the following issues:

  • The rise of social media influentials
  • The threat of smartphones to traditional photography

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Table of contents

  1. 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

                                                                                                        Hobbies and Interests - UK - February 2018

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