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

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

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