48% of Adult Consumers Love Puzzles


"According to a recent online survey conducted by Ipsos on behalf of Ravensburger, nearly half (48%) of American adults enjoy puzzling at least once a year; that is, jiqsaw puzzles meant for adults (e.g., those that have 500+ pieces), including one in five who say they puzzle monthly/​weekly/​daily (19%). Those mostly likely to enjoy puzzling at least monthly include men (24% vs. 14% of women), younger adults (34% of 18 — 34-​year-​olds vs. 10% of those ages 55+), and those with children living at home (28% vs. 15% of those with no kids). On the other hand, 52% of American adults say that they puzzle less than one a year to never."

"Relaxation (59%) and fun (57%) are the most common reasons mentioned for puzzling, and this is especially true for women, older adults, those earning less than $50,000 annually, and those who puzzle weekly/​monthly/​several times a year. Nearly half of those who puzzle also say that they do so for stress relief reasons (47%). At least three in ten puzzle because it's a brain-​booster (42%), time-​filler (30%), or because it gives them a chance to spend time with others (34%). One in four find solving jigsaw puzzles rewarding (26%), while nearly one in five puzzle to create artwork (18%)."

While considering their next puzzle to put together, New Hobby Seekers may turn to their other jigsaw puzzling friends for fun suggestions. According to AudienceSCAN, 22.9% of these consumers have seen information on social media that wasn't an ad that led them to take action. That doesn't mean ads won't work as well; they're 59% more likely than other adults to find ads on social networks useful to them. New Hobby Seekers are active on Facebook (83%), YouTube (72.2%), Instagram (51.5%) and Twitter (44.3%).

"Moreover, for seven in ten, solving jigsaw puzzles is a family tradition (69%). The majority of those who puzzle further agree that they like to puzzle while on vacation/​holiday break (59%), and three quarters admit that they puzzle more in the winter (76%)."

"Men (64% vs. 66% of women), adults under the age of 35 (73% vs. 61% of those age 55+), the more affluent (73% of those earning $50,000 annually or more vs. 62% of those earning less), those with children living at home (80% vs. 62% of those with no kids) and those with a college degree (74% vs. 65% of those with no degree) are among the most likely to emphasize the importance of puzzles as a family tradition. Young adults, parents, and those with a college degree are also more likely to report enjoying solving puzzles while on vacation/​holiday break."

"Those who puzzle on a daily or weekly basis are also much more likely to agree that solving puzzles is a family tradition for them and that they enjoy solving puzzles while on vacation/​holiday breaks compared to those who puzzle less often than this."

"Those who puzzle are most likely to do so by themselves (59%), though three in ten (29%( enjoy puzzling with their spouse/​partner and just over a quarter puzzle with their children/​grandchildren (26%). Puzzling with other family members (16%) or with friends (13%) is not as common, though more than one in ten nevertheless do."

"Among those who puzzle, the average amount of time spent per puzzle session is just over an hour and a half (102 minutes). This includes 16% who say they spend less than 30 minutes per puzzle session, two in five (39%) who report typically spending between 30 minutes to an hour puzzling, and another three in ten (29%) who spend between an hour to two hours per puzzle session. One in six adults (16%) say that they spend more than two hours at a time when puzzling."

"When it comes to puzzle solving habits, 94% of those who puzzle say that they always put the edge puzzle pieces together first. Two thirds (67%) further agree that they always flip over all the puzzle pieces and sort by color first."

"Other hobbies enjoyed by those who puzzle include reading (60%), music (59%, listening, concert-​going, playing music, etc.), cooking/​baking (56%), traveling (51%) and playing board games (50%). Two in five also enjoy crossword puzzling (43%) and exercising (42%), and at least three in ten like to garden (35%) and go camping (30%). Sizeable portions also enjoy photography (25%), volunteering (25%), playing sports (23%), sewing/​knitting (21%) and yoga/​meditation (21%)."

What's the best way to get New Hobby Seekers into puzzling? Digital! According to AudienceSCAN, last year, 54.3% of this audience took action after receiving an email ad and 50.5% were driven to action after either receiving an ad via text message or seeing an advertisement on their mobile smartphone apps. They're also 24% more likely than other adults to click on text link ads on websites. Traditional advertisements shouldn't be overlooked though. Last year, 66.2% took action after seeing TV commercials and 60% were motivated by direct mail ads.

48% of Adult Consumers Love PuzzlesAudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.