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

“It[‘s] only about the music for me, nothing else dictates what I listen to, I either like it or I don't.”—Male, 28, WA

A new app is getting teens’ attention as it rises through the ranks of the new social apps to know, even surpassing Houseparty’s popularity—but the catch is it’s “piggyback[ing]” on Snapchat. Polly allows users to create anonymous surveys that they can send on Snapchat (there's that anonymity allure again), meaning many users may not have actually downloaded the Polly app, so they “could slip away if friends stop posting questions.” For now though, the app amassed 20 million users and 100 million answers last month, proving it’s one to keep an eye on. (TechCrunch)

Designers are taking to social media to “shame” the retailers ripping off their work. When Zoila Darton spotted a Forever 21 shirt eerily similar to the one she helped create to benefit Planned Parenthood, she posted a tweet to let the brand know their copycat didn’t go unnoticed—and quickly gained attention from fashion editors and others. This isn’t the first time pieces have been copied by Forever 21, but designers have a hard time taking legal recourse against the powerful company. Instead, social media posts are often their best bet. (NYTimes)

BeautyCon is continuing to take “Sephora and Coachella and smash it into one thing” to appeal to young consumers. At the latest L.A. event, 20,000 beauty fans came to meet their influencer idols and try out the latest makeup trends, surrounded by empowering slogans and messages—true to the brand’s idea that “beauty can be something beyond a concealer culture.” Of course, brands were there “to win over the new generation”—ChapStick Duo offered cotton candy while Rimmel London’s “slayground” gave attendees a chance to set down their makeup and enjoy a jungle gym and swing set.
(The New Yorker)

It turns out saving money might not be cord cutters’ top reason for switching to streaming. Instead, a recent Magid Associates survey found that “the attractions” of SVOD programming (aka their content) is their top reason for making the move, followed by the overall decline of TV-viewing among 18-24-year-olds. Cable companies are trying to reel The Post-TV Gen back in by offering lower-cost cable bundles (so-called “skinny bundles”), but stepping up their shows might be a better first step to reversing the “accelerating” trend of cutting the cord. (TheStreet)

Pokémon is reaching out to a new generation of trainers with its first app for preschool-aged kids. Pokémon Playhouse follows in the wake of the massively successful augmented reality app, Pokémon Go (which was so popular that we put together an entire infographic on it) but won’t be AR-based. Instead, Playhouse will tap into the collectibles trend by featuring favorite characters like Pikachu for kids to collect by completing activities. There will also be puzzles and more in the app’s “interactive park.” (Kidscreen)

“I'm literally listening to music any time it is socially acceptable.”—Female, 28, MN

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