Millennials & Gen Z’s 20 Biggest Hobbies

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

What are young consumers doing when they’re not on their phones? We asked 1000 13-34-year-olds their biggest hobbies to find out...

Millennials and Gen Z are addicted to their devices, it’s true. Ypulse research has found 60% of 13-33-year-olds agree with the statement, “I’m addicted to my phone," and 63% agree “I feel anxious when I don’t have my phone.” In fact, because they spend so much time on their screens, what they are actually doing when they’re not on their phones has become more and more of a mystery—and it’s a question we’re often asked.

Ypulse’s recent monthly Gold survey (part of our ongoing Millennial and Gen Z research) explored all of the things they might be doing when they’re not on their phones—from their passions to the last non-digital activity they did. Earlier this month, we told you about Millennials and Gen Z’s general passion points and interests, reporting those that both age groups (and the males and females within them) have in common—and those more popular among certain age groups. But because passions don’t always translate into day-to-day activities, in that same survey we also asked 1000 13-34-year-olds, “What is your biggest hobby?”* to find out more about what they’re actually doing in their free time. Here are the 20 responses we heard the most:

*This was an open-end response questions to allow us to capture the full range of hobbies that that are occupying 13-34-year-olds—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are most popular. The list is ordered according to number of responses received, and alphabetically when ties occurred.

 

What Are Their Biggest Hobbies?

13-34-year-olds

  1. Reading
  2. Sports
  3. Video Games /…
 
 

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The Newsfeed

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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