Children have a diverse array of hobbies and interests, but there are certain favourites among them. We often ask kids how they would split up their day across their favourite activities, doing so we are able gauge the most popular activities. Gaming emerges as the top choice, especially for kids aged 10-12, who allocate a significant portion of their time to this activity.  

THE HOBBY HOLE

The most favoured activities of kids 10-12:

Playing Video Games

Hanging with Friends

Watching YouTube videos

Watching SVOD

Watching TikTok videos

Physical Activity

Watching Faacebook videos

Playing with Toys

Watching live TV

Reading

Specifically, The Hobby Hole is the magical moment during the day where kids where kids spend time keeping up with their hobbies and interests, typically taking place in the afternoon, post-school between 3-5pm, it is dominated by online activities.  

Most common activities during the hobby hole (kids aged 10-12):  

The Hobby Hole is an impactful moment within kids viewing routines, this allocated ‘me time’ allows them to connect with the things they love and talk to their friends about it. 

Top channels and content during the hobby hole (kids aged 10-12):  

For brands seeking to establish a strong presence and familiarity with children, the "Hobby Hole" represents a key commercial opportunity. Exclusively online and driven by non-television content, it requires a different strategy to television to be effective. To learn more about how to effectively reach kids in The Hobby Hole or discover more magical moments in a kids viewing day please get in touch.