79% of Americans Love Creating Things from Scratch

BY Rachel Cagle
Featured image for “79% of Americans Love Creating Things from Scratch”

"A recent online survey conducted by Ipsos on behalf of digital lifestyle learning platform, Bluprint, reveals that nearly nine in ten adults who participate in creative activities say that successfully finishing a creative project brings them joy (88%). At least three quarters also say that they love the process of creating something from scratch (79%) — and even though they may make mistakes along the way, it doesn’t take away from their enjoyment (75%). However, just over two thirds admit they wish they got to use their creativity more in life (68%), and this is especially true for younger adults (74% of those age 18–34 vs. 61% of those age 55+)."

  • "Americans are committed to their hobbies — most adults who participate in creative activities and also subscribe to Netflix would rather give up television streaming for a year (77%) versus giving up their hobby/​activity for a year (23%). Whereas women are more likely to be willing to give up their creative activities for a year (27% vs. 18% of men), men are instead more likely to give up Netflix for a year (82% vs. 73% of women).
  • Opinions are split when it comes to extra time for creative activities versus extra sleep, with 53% saying they would choose an extra hour of sleep compared to 47% who would choose an extra hour for their creative activity(ies) in a day. Women (57%) and adults under the age of 35 (58%) stand out as being particularly likely to opt for more sleep, while men (54%) and older adults (54% of those age 55+) would prefer to gain an extra hour each day for their creative activities."
  • Most Americans surveyed say that they would substitute a medication for taking up a new creative activity if they were assured by their doctor that it would have the same health benefits (57%)."

"Among all adults surveyed, 75% participate in creative activities. The most common hobbies include baking (40%), gardening (32%), cooking beyond everyday meals (25%) and home décor (21%), while more than one in ten also enjoy DIY crafting (19%), music (16), writing or journaling (13%) and drawing/​painting (13%). Other mentions fall below this threshold. Two in five (40%) who participate in such activities say that social media inspires them to make more things for themselves, with women (44% vs. 36% of men) and young adults (57% of those age 18–34 vs. 26% of those age 55+) particularly likely to turn to social media for inspiration. 

According to AudienceSCAN, 46% of New Hobby Seekers are under the age of 35. So, it should come as no surprise that they're heavily influenced by social media. These shoppers are active on Facebook (83%), YouTube (72.2%), Instagram (51.5%) and Twitter (44.3%). They're also 59% more likely than others to find ads on social media useful and 30% more likely to take action after seeing ads on social media. Additionally, 22.9% have taken action because of posts they saw on social media that weren't ads and they're 45% more likely than others to share good experiences on social media themselves.

"For those who do not participate in creative activities, only a small proportion (13% vs. 60% who disagree) believe that creative hobbies are a waste of time. Instead, nearly half (44%) agree they would love to bring more creativity into their lives. However, roughly two in five say that they just haven’t found the right activity for them (41%) and another 36% feel as though they wouldn’t know where to start in pursuing a creative hobby. Six in ten agree that creative hobbies/​projects can be pricey (63%) and 32% believe that starting a new creative activity is intimidating."

Retailers offering products related to these popular hobbies can reach New Hobby Seekers with both traditional and digital advertisements. Last year, according to AudienceSCAN, these consumers took action after seeing TV commercials (66.2%), receiving email ads (54.3%), either seeing ads on their mobile smartphone apps or receiving text ads (50.5%) and seeing ads on daily deals sites such as Groupon (50.1%). They're also 29% more likely than other shoppers to be driven to action by ads in movie theaters and 24% more likely to click on text link ads on websites.

AudienceSCAN 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.