What is South Africa’s favourite hobby?
Wondering what South Africans enjoy most in their free time? A new survey shows that music resonates strongly across all age groups and backgrounds.
A new survey has revealed what South Africa’s favourite hobby is.
More than 58% of people in households earning R10 000 or more say they prefer music over any other pastime.
WhyFive, a consumer insights consultancy, conducted the BrandMapp survey—the largest of its kind focused on the country’s tax-paying population. Released earlier this month, the findings reveal that music outranks both travel and sport in popularity.
The survey also shows that people across all age groups and demographics share a deep love for music, proving it’s a passion that unites generations.
Hitting the right note: music is king
Music narrowly beat travel to become South Africa’s favourite hobby. The other most popular pastimes include watching movies, cooking, reading and dining out.
South Africans are famously sports-mad. But it turns out that music comes ahead of the country’s sports teams, with award-winning artists regularly filling stadiums.
62% of adults intend to go to a large-scale live music event in 2025. That’s compared to just 41% who plan on going to a live sports event.
R&B, gospel and soul are the most popular music genres.
South Africa’s favourite hobby unites
The BrandMapp survey shows that, after the weather and the news, South Africans are most likely to search for music online. Furthermore, Gen Z and Millennials search for music online more than anything else.
But South Africa’s favourite hobby isn’t only popular with young people. It seems that this pastime strikes a chord with older South Africans, too.
“Even when we apply filters like generation, ethnicity, or gender, music consistently tops the charts,” said Brandon de Kock, Director of Storytelling at BrandMapp, in a statement. He added:
“Like cooking on fire, music is one of our unifying forces – even if our musical tastes vary. It’s part of our DNA. No matter what else is happening, South Africa’s consumer class needs to feed the soul – and music remains the favourite way to do that.”