Surveying over 1000^[1] participants aged 18 to 27-year-olds in the UK, Samsung found that over half (51%) of Gen Z’s found the realities of full-time work fell short of their expectations. Faced with challenges from perceived inflexibility to job market volatility,79% of UK respondents are dreaming of starting side hustles where they can follow their true passions, amounting to 73% globally.

The study found that the majority of respondents believe mobile technology is their biggest ally when it comes to starting a side hustle or supporting a current one, and AI plays a significant role in the growing side hustle culture.

Globally, 62% say AI is the first resource that comes to mind when they need help at work – with Korean respondents engaging with it the most (80%). And as AI becomes an integral part of side hustle culture worldwide, those who are dissatisfied with their traditional workplace are significantly more likely to harness the emerging technology compared to the generation at large. With 75% of the global cohort agreeing that AI helps them get things done more effectively, the growing AI-first mindset of the digital generation is clear.

In fact, when it comes to boosting productivity and creativity at work, more than half of Gen Z’s in the UK (59%) state AI as their go-to tool. The 2024 AI-Preneur Effect: How Gen Z and Next-Gen Tech are Transforming Work Culture highlights the integral role AI already plays in this trend among 2024 graduates and Gen Z at large.

“These findings show AI has become pivotal for young entrepreneurs and offer a glimpse into how the technology can open – not close – new skills, new passions and, ultimately, new career paths,” said Stephanie Choi, EVP and Head of Marketing for Mobile eXperience Business at Samsung Electronics. “Enabling this type of potential is what drives the cutting-edge innovation in our latest Galaxy Book AI PCs – and that’s only the beginning of what is to come as we continue unlocking AI’s life-changing potential for even more users around the globe.”

Mobile AI Positioned to Drive Success

Specific use cases are still emerging, but it’s clear young side hustlers are starting to apply this technology in new ways. Of those who use AI in their day-to-day, 47% of Gen Z’s in the UK say they use it to summarise documents or meeting notes and over a third (39%) consider AI useful for conducting research or finding inspiration.

Still, the adoption of AI comes with some apprehension. The study found that Gen Z is excited about AI’s potential to transform work, with a majority 66% of those in the UK expressing optimism for its capabilities. However, many are also overwhelmed and unsure about the vast array of new AI apps available to them (63%).

Galaxy Unlocks Next-Gen AI Potential

These findings come as Samsung launches the Galaxy Book4 Edge –its next-generation AI PC, built with cutting-edge hybrid AI integrations and offering the most hyperconnected mobile AI ecosystem yet.

Representing Samsung’s next step into the era of mobile AI, the Galaxy Book4 Edge enables users to get more done, faster, helping to unlock creative potential for Gen Z as they strive for side hustle success. It’s nearly unanimous – 96% of young current hustlers globally are keen to explore using AI tools to boost success. They specifically cite interest in capabilities such as easily finding documents on their device and activating tasks on their smartphone through their laptop – simple, everyday actions, but when streamlined with mobile AI, can help free up time for pursuing passions and a future of open possibilities.

Methodology

Samsung partnered with independent market research firm Edelman Data & Intelligence and Dynata to conduct a five-minute global online survey of n=5,048 Gen Z respondents and n=2,004 Gen Z side hustlers in France, Germany, Korea, the United Kingdom and the United States from May 2-16, 2024. The survey was fielded among Gen Z respondents, who were defined as adults ages 18-27, and data was collected to ensure a representative sample in each market by age, gender, region and race/ethnicity. Gen Z side hustlers were defined as those who in the past year have earned supplemental income and followed their passions through work or activities outside of their main job or education. The total Gen Z side hustlers sample of n=2,004 was comprised of n=681 from the main Gen Z sample plus an oversample of n=1,323 Gen Z side hustlers. The study has a margin of error at the 95% level of confidence of ±1.4% for Gen Z respondents and ±2.2% for Gen Z side hustlers. Results from surveys may be limited, not exhaustive, and based solely on surveyed individuals, not the entire group.

[1] 1003 UK consumers surveyed as part of global survey conducted by Edelman Data & Intelligence and Dyanta.

The research polled over 2,000 18–25-year-old women in the UK to understand young women’s attitudes towards tech careers, revealing what factors influence career paths, and exploring the influence that role models have.

Ambitious Gen-Z let down by foundational support

There is a wave of ambitious young talent entering the world of work who are passionate about making social change that organisations must accommodate.

Young women are increasingly seeking a job that gives them purpose (46%), enables them to make a positive change in the world (41%), do rewarding work (41%), and that gives them the opportunity to make technology more inclusive to women (40%).

Findings revealed that the vast majority were in favour of a career in tech (67%), with respondents describing the sector as ‘exciting’ (52%), ‘innovative’ (55%) and ‘cool’ (41%), compared to just 5% who said it was ‘boring’. Gen-Z are also fascinated about the prospect of artificial intelligence and machine learning, with 36% finding advancements in tech in this area exciting and forward looking (36%).

However, progress to attract more women into the tech sector is being hampered by a lack of support at a young age. One third of women (34%) say they didn’t learn enough about tech at school, and 22% even reported that they were steered away from subjects relevant to the tech industry at school or college by their teachers.

“Technological innovation is front and centre and instead of being put off, or tuning out of the conversation, Gen-Z are actively engaged in these developments. With growing excitement, the next question is how can employers and educators break down the barriers to entry and facilitate action to close the gap between intention and action? We must be the ones to rally together, to enable the next generation to take practical steps to pursue meaningful careers,” says Annika Bizon, Marketing and Omnichannel Director at Samsung UK.

Role models for young women

Interestingly, when looking at who plays the biggest influence on young women’s lives, the research found that while family (57%) and friends (34%) play the largest role, they were also more likely to view social media influencers as role models (19%), rather than their teachers (18%). Culture was also found to be a source of inspiration for Gen-Z women, as Music (33%), TV and Film (29%) and Books (28%) were identified as somewhere they draw inspiration from.

For a third (33%) of respondents, having more women in the industry would make it a more attractive career choice. A similar number (28%) said that more role models overall would add to the appeal of tech.

“In 2017, a report revealed that 78% of UK students couldn’t name a famous woman working in technology. Today, this figure is worse, with 92% of 18–25-year-old women saying that they cannot name a famous woman in the industry versus 46% that can name a prominent man in tech,” said Tanya Weller, Marketing Director at Samsung UK and Ireland.

“There is clearly appetite from young women to pursue a career in tech, but we all need to step up to help these women realise their ambitions – it’s the combined effort of schools, universities, and workplaces to actively break down barriers, and support and inspire the next generation of talent into a thriving career in tech. We need robust role models that the young women of tomorrow can look up to as a source of inspiration, to stop and think ‘I can do that too’. Or perhaps even, ‘I can do better’” adds Weller.

Female representation in the tech industry

Representation in the industry matters when it comes to recognising leading women in the field.

Respondents of the study incorrectly thought This Morning TV presenter Alison Hammond was a woman in tech, with 12% incorrectly identifying her. This was followed by current First Minister of Scotland Nicola Sturgeon (9%), Charli Emma Aitchison – the singer songwriter more commonly known as Charlie XCX (8%), and British tennis player Emma Raducanu (6%) as prominent women in the tech sector. Just 14% correctly identified Ada Lovelace as a woman in tech. This is despite the fact Ada Lovelace is largely known as the first computer programmer and even has an awareness day dedicated to her, “Ada Lovelace Day” which is held every October.

“We all have a place in tech. Working in tech isn’t just about being able to code – it’s about so much more. Tech is home to diverse people with eclectic experiences in design, computer science, linguistics, humanities, history and much more. Paths are being formed, but what’s clear is that we need more visible female role models in the industry that inspire the next generation to take those life-defining first steps”, says Sharmadean Reid, Founder of The Stack World.

Research commissioned by Samsung Electronics UK and conducted via Mortar Research. Sample of 2,020 women aged 18-25, between 24^th and 27^th February 2023.

Research carried out by Samsung UK & Social investing platform eToro reveals Gen Zs are becoming more financially savvy in response to the cost of living crisis.

In the study, four in five (79%) Gen Zs said the current economic climate has made them more financially aware. A further 63% said it has helped them to understand economic concepts such as inflation.

According to the data, the economic climate is also causing Gen Zs to talk more openly about their finances. More than four in five (84%) discuss money with peers, compared to 57% of over-55s. When asked what was driving this more open approach, the biggest reason by far was the cost of living crisis, with 78% citing this, followed by the buzz created by the rise of crypto (40%).

The survey of 2,000 UK adults was carried out by Samsung UK and eToro as part of an educational bitesize content series aiming to help Gen Z learn about money management and investing on the go from their phone. The data shows there is appetite for more education in this area, with two thirds (68%) of Gen Z believing economics should become compulsory in schools to better prepare people for future crises.

Sam North, Market Analyst, at eToro said: “Millions of Gen Zs will be feeling the sharp end of high inflation and unaffordable housing so it’s no wonder so many are swatting up economics, their finances and investing. This age group is realising that they need to be proactive when it comes to money and take steps today to improve their financial future. Technology is helping many of them to achieve this. Gone are the days of investing being the reserve of the elite and super wealthy.”

According to the research, the current climate is also making Gen Zs consider how to make their money go further – with two thirds (64%) stating they are now thinking more about financial markets and investing. When it comes to participating in financial markets, technology is playing a central role for this age group, with 40% having invested money using an app versus 13% of over 55s, and 29% of 41-55-year-olds.

Additionally, it was found that one in five (22%) Gen Zs – more than any other age group – own what is classed as an ‘alternative investment’. Within this category, they have a preference for wearables, with Gen Zs most open to investing in trainers watches and handbags, while in contrast, millennials (26-40) are more open to alcohol-based alternative investments such as whiskey and wine.

Samsung UK and eToro’s educational video series covers investment topics from diversification to dividends.

The companies also brought together industry experts for a panel event on Tuesday 8th November discussing investing and how to get savvy with your money. Key take outs from the event called ‘Investing In You’ included; having an emergency fund before you start investing and ensuring your finances are checked daily.

The event was hosted by financial adviser Emmanuel Asuquo, with panelists including finance-focused influencers Bola Sol and Grace Beverley, and eToro Market Analyst Sam North.

For more information on the campaign visit: https://www.samsung.com/uk/explore/kings-cross/discover/lifestyle/boss-your-finances/samsung-and-etoro/

LONDON, UK – 20^th May 2022 – The past year has seen a complete overhaul in the way 18–25-year-olds spend their free time, swapping traditional pastimes in favour of unconventional hobbies that promote creativity and self-expression. With the help of smartphone technology, unusual hobbies being captured and uploaded to social media platforms, include Origami, Ghost-hunting, and Toy Voyaging, featuring in the Top 30 hobbies for Gen Z.

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^[1].

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^[2], 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 stifled, 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

^[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.