To celebrate the launch of the Samsung Galaxy A53 5G, new research of 1,500 adults aged 18-25 years found a staggering 72% have been inspired to take up a new hobby as a direct result of watching clips on social media networks – with more than half spending four hours or more a week watching them on their smartphones – equating to a whopping 208 hours per year.

Not only are Gen Z learning new hobbies online, including roller-skating, as many as four in 10 have stepped behind their smartphone cameras to capture their own hobbies over social media too.  When asked which social media platforms were most inspiring for finding new hobbies, the study revealed TikTok (55%) as the most popular platform followed by Instagram (51%) and YouTube (48%), with the most inspirational ‘How To’ video clips including Extreme Make-up (15%), Meditation (11%), Cleaning Technology (9%) and Digital Illustration including Pet Portraiture (7%). Other new hobbies to enter the list include Bubble Nails, a new trend that creates the effect of soap bubbles on a gel manicure.

The research, inspired by the new A53 5G device – which champions content creation on the go – revealed that young adults are embracing their weird and wonderful interests online, with four in 10 of those describing their newfound hobbies as ‘Awesome’ and a third (32%) as ‘Underrated’. Intriguingly, photography (29%) was voted the number one Gen Z hobby, followed by meditation (16%) and knitting (13%). Almost a fifth polled said their hobby makes them feel liberated, and for those who post content, 74% said seeing their hobby content do well on social media meant they can’t stop smiling.

When asked about the magic formula for creating good social media visual content, almost half (46%) of those polled said good editing, followed closely by a good camera (44%), humour (43%), length of video (38%) and authenticity (36%) were the most important. The A53 5G, which launched 1st April, features a 64MP Camera and AI-powered camera, perfect for content capture on the go, and two-day battery life[1], which will suit the third of those voting battery as the most important (32%) thing to ensure your device is ready at any time.

A successful outcome for almost half of those who’ve posted content about their hobbies on social media (48%) has been forming a new online business – as a result of engaging with followers. Nearly nine in 10 content creators said their posts have been received well by their followers, gaining lots of positive comments and shares.  While over a third (37%) agreeing their following has increased by 20 per cent or more since starting to share their unusual hobby content on social media. Other key motivators for sharing include showing off their new skills (26%), personal enjoyment (25%), connecting with others (24%) and learning new things (23%).

Annika Bizon, Marketing and Omnichannel Director for Samsung UK & Ireland, commented: “After two years of various lockdowns where our creativity could have been stiffened, it’s no surprise we’ve seen an increase in awesome and unconventional hobbies coming from this generation. This audience craves expression, turning to social media outlets like never before, to watch, create and share their content. With devices like our new Samsung Galaxy A53 5G, Gen Z’s have the ultimate tool to capture better shots thanks to the AI-powered camera, multi-lens camera and longer-lasting battery – so they can focus on bringing the fun and playfulness to content creation.”

London-dwelling roller-skater, DeVante Walters 27 years old, understands how important it is to capture his passion in real-time, through smooth motion video capture. “There has been a significant rise in the roller-skating community in the past twelve months. Being without the gym for so long meant we had to adapt and find new interests that made us feel alive! That’s what it’s all about – a feeling.  For me, roller-skating has always been a passion, so I took to social platforms like TikTok to share my moves, tips, and tricks – including dance routines.  It’s totally transformed my life and by using my Samsung Galaxy A53 5G I can shoot stable videos like a pro! Above all else, it is so important to connect with others, through inspiring them to join in, discover their inner talents and have fun with it.”

TOP 30 – GEN Z HOBBIES

1. Photography
2. Meditation
3. Extreme makeup
4. Knitting
5. Coin collecting
6. Roller-skating
7. Plant collecting
8. ASMR (Autonomous sensory meridian response)
9. Hula-hooping
10. Tie-dying e.g., clothes
11. Table-top gaming
12. Origami
13. Stone skipping (throwing a flat stone across the water in such a way that it bounces off the surface)
14. Pottery
15. Fixing technology
16. Ghost hunting
17. Rock painting
18. Collecting old technology (e.g., old PCs, film cameras)
19. Digital Animation & Illustration (e.g., Pet Portraiture)
20.  Creative Storytelling
21. Geocaching (Participants use a GPS receiver or mobile device to techniques to hide and seek containers at specific locations marked by coordinates)
22. Cleaning technology (e.g., Collecting and cleaning vacuum cleaners)
23. Witchcraft (Tarot/ Spellcasting. etc)
24. Toy voyaging (Sending toys to travel around the world, or offering one a place to stay)
25. Soap carving
26. Extreme couponing
27. Extreme ironing (Ironing clothes in remote locations; classed as an extreme sport).
28. Bubble Nails (Nail Art trend, creating the effect of soap bubbles on a gel manicure)
29. Surfing/ Hydro-foiling
30. Stamp collecting

Furthermore, if you’ve been eyeing on the new Galaxy A53 5G, this is the time to get it. Until 30^th June 2022, get 20% OFF on Samsung Care+[1] Accidental & Liquid Breakage or Breakdown Plan for up to 2 years when you purchase the new device. Even better, enjoy great savings when you trade-in your eligible device and receive an additional rebate of up to RM150 added to the base trade-in value[2].

[1]72 Point conducted the research of 1,500 adults aged 18-25 in UK on behalf of Samsung.

[2] Estimated against the usage profile of an average/typical user. Independently assessed by Strategy Analytics between 2022.01.20–01.31 in UK with pre-release versions of SM-A536 and SM-A336 under default setting using LTE and 5G Sub6 networks (NOT tested under 5G mmWave network). Actual battery life varies by network environment, features and apps used, frequency of calls and messages, number of times charged, and many other factors.

[3] Terms and conditions apply: https://images.samsung.com/is/content/samsung/assets/my/offer/samsung-care-plus/Samsung-Care-Plus-TNC-consolidated-1-year-and-2-year-packages.pdf.

[4] Terms and conditions apply, please see: https://shop.samsung.com/my/trade-in/

For every brand, generational change is a big challenge. Who is this new generation? What motivates them? How are they different from the rest of the population? Right now, we have to get ready for Gen Z, a generation of young people born after 1996 who are now joining the global workforce and have become an important group of consumers.

Most people I speak to are surprised when I tell them that Gen Z already numbers nearly two-and-a-half billion people. That’s more than the much-discussed Millennials. For us at Samsung, generational change is nothing new. We are in our 50^th year as a company, and truly understanding consumers – their wants, needs and aspirations – has always been at the heart of our innovation. The way I see it, Samsung is not so much about the technology we create; rather, it’s about giving people the tools they need to do what they can’t.

Still, with every generation, we have to rethink how we can make that happen. After all, the relationship between brands and consumers is constantly changing, so we have to ask ourselves: what do we need to do to remain relevant?

A Generation of Dreamers

Every generation is unique in its own way, and Gen Z is no different. But I thought it would be useful to share some of our insights into this new generation, because I believe that their values and their motivations are very close to what Samsung stands for.

We started our research by asking who Gen Z are. Yes, they are highly diverse and unique, but what have they got in common that drives them? What do they value the most? We did surveys, and we spoke to many of them directly, really listening to what they had to say.

What we learned is that Gen Z is a very resilient generation. They’ve grown up during an economic downturn and global crises – but they haven’t given up hope. In fact, they are determined to change the world for the better.

So, they are dreamers, but they are dreamers with purpose. They know what they want and are passionate in what they stand for, and they expect the same from brands. They dream big, and we must dream with them.

The Era of ‘Storyliving’  

For this new generation of change-makers, it isn’t enough for brands to simply have great products or services. Gen Z cares about a brand’s values and how they measure up against their own. Seventy-seven percent of them believe that ‘doing good’ should be an integral part of running a business. This means that brands can no longer just focus on storytelling, for this is the era of ‘storyliving.’

Here at Samsung, we’ve had to really consider how our own values match up.

Gen Z is a generation that dreams of defying barriers – and so do we. “Do What You Can’t” is our rallying cry. It embodies what we stand for as a brand, and I think that resonates perfectly with the Gen Z outlook.

With a mindset of relentless innovation, we continue to seek out new opportunities to create experiences that can change people’s lives.

This is about so much more than just technology. It’s about the value we deliver. Whether that’s with the Be Fearless virtual reality app, which helps people tackle their deepest fears, such as a fear of public speaking or height anxiety, to the Samsung Blind Cap, which enables Paralympic swimmers to receive cues from their trainers indicating when to flip at the end of their lane.

Defying Barriers

Gen Z are mankind’s first true digital natives. They don’t know a life without the internet, and using technology is completely natural to them. I find that very exciting, because I really do believe that they are going to unlock the potential of our technology like no generation before.

They are going to use technology to reach new heights, and we are going to be right there with them on that journey. 

We connect with them by helping them succeed. And that starts with what we do best: listening and understanding. We want to help them achieve their potential with whatever tool, skill or lifehack they need.

But Gen Z is about as diverse as can be, and Samsung is a global brand that must cater to the individual on an international scale. In every region, country and even community, we take our core values and apply them on a local level to address specific needs. 

In Kings Cross, London, an exciting project is underway that really showcases what this looks like.

Samsung is creating a new space in an area that has already undergone big changes, leaving some locals feeling disconnected. We want to help – not by prescribing solutions, but by listening and helping where there’s a need. That’s why I don’t see Samsung Kings Cross as a store, but as a hub of culture, innovation and learning. We’re even recruiting staff that can speak all the different languages found in the local community – including British Sign Language, because there is a large school for the deaf nearby.

We will listen to this new generation, and we will help them drive positive change, achieve their potential, be responsible citizens, and dream… with purpose.

Our goal is to be an authentic, relevant brand that resonates with Gen Z. I’m confident that we can do that, because social purpose has always been a part of Samsung’s DNA.

* This editorial is based on YH Lee’s address at Cannes Lions 2019.