Millennials’ & Gen Z’s Top 15 Offline Hobbies

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

Young consumers are increasingly turning to the on-demand economy to save time, but what are they up to in all that extra free time? We asked 13-35-year-olds their biggest hobbies to find out...

Millennials and Gen Z are the most anxious, stressed-out generations to date. Between being starved for time as they juggle their commitments to being expected to constantly be online and available due to the rise of smartphones, 13-35-year-olds have become desperate to find ways to save time for the things they actually want to be doing—i.e. not standing in line at the bank or shopping for groceries. That’s led to the exponential rise of the on-demand economy, which is no longer a luxury to young consumers—it’s an expectation. While this is often billed as proof of the laziness of the younger generations, the truth is, young consumers are buying into convenience in an effort to save their precious time.

Just what are they doing with this stock-piled time? Believe it or not, they’re not just taking selfies and sending Snaps. The majority of young consumers have at least one hobby outside of their digital lives, and as it turns out, Millennials are out-spending older generations when it comes to their hobbies, according to Business Insider. But with so much focus placed on what 13-35-year-olds are doing on their phones and computers, how they’re spending their free time IRL is more of mystery. To figure out what exactly they’re doing, in our recent Topline on young consumers’ interests and passions, we asked 13-35-year-olds, “What’s your biggest hobby?”* Here are their top answers:

*This was an open-end response question to allow us to capture the full range of hobbies that that are occupying 13-35-year-olds—without our preconceived ideas shaping their responses. As with any qualitative…


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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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