South Africans across generations share a deep connection to music, with 73% of 18–24-year-olds saying they couldn’t get through the day without it, according to a survey from consumer insights agency KLA using YouGov Profiles data. The study reveals how leisure preferences evolve as life stages change, offering critical insights for brands seeking to connect meaningfully with consumers.
The research shows that while everyone enjoys similar activities, the emphasis shifts with age. Younger adults explore, experiment, and express themselves through their hobbies. People in their late twenties and early thirties add more structure and routine to their free time, and adults in their mid-thirties and early forties prioritise comfort, balance, and meaningful experiences.
Audio Remains the Quiet Hero of Leisure
Music’s emotional importance remains consistent across generations, with 71% of 25 – 34 and 72% of 35 – 44s also unable to imagine their day without it. The sentiment deepens when considering that 78% of 25 – 34s agree that “listening to music is better than thinking” – revealing music as emotional regulation, mood-setting and sensory comfort all in one.
Radio also continues to play a role across all age groups, with its relevance strengthening as people get older. While 25 – 34s show the lowest engagement at 69%, radio listening increases among older adults, rising to 76% among 25 – 44s and 78% among those aged 45 and older. This progression highlights how audio remains a constant companion through the life stages, even as platforms and listening habits evolve
Scrolling Habits and Digital Behaviour
Among 18 – 24s, around 68% say they often scroll aimlessly on social media. The 25 – 34-year-old group scrolls even more at 70%, while the 35 – 44s sits at 72%. The 45+ demographic drops to the high 50s. Younger adults actively use scrolling as a decompression mechanism, while older adults treat it more as a momentary distraction.
Cooking Emerges as Universal Creative Outlet
Across age groups, cooking consistently ranks as the most popular leisure activity. Around 54% of 18 – 24s enjoy cooking in their spare time, climbing to 62% among 25 – 34s before settling at 59% in the 35 – 44-year-old group. The intention shifts – younger adults cook to experiment, while older adults cook for entertaining or family moments.
Movement and Fitness Span Generations
Roughly 39% of 18 – 24s enjoy indoor exercise, compared with 41% of 25 – 34s and 36% of 35 -44s. Outdoor exercise sits at around a third for younger groups but slightly less for people over 35. The desire to stay active remains, it’s just increasingly influenced by day-to-day responsibilities.
Where South Africans Go When They Go Out
Among 18 – 24s, around 54% like going to the cinema, 47% visit malls, and 45% visit art galleries – higher than the national average. The 25 – 34-year-old group shows even stronger engagement: cinema visits rise to 57%, mall visits hit 50%, and restaurants remain strong at 47%.
Home becomes a more important social space with age. A majority across all age groups enjoy entertaining at home, with enthusiasm particularly strong among 35 – 44s at 74%. This shift reflects changing life-stage responsibilities alongside practical considerations such as rising costs and personal safety concerns.
Mental Stimulation Strengthens With Age
One of the consistent themes is the desire for mental engagement. While around 71 – 72% of 18–24s associate puzzles and games with accomplishment and mental challenge, this rises to 80% among 25 – 34s and remains high at 82% among 35 – 44s.
What This Means for Brands
Younger adults respond to experiences that feel expressive, shareable, and exploratory. Adults in their late twenties and early thirties balance socialising with self-improvement, so brands that help them “upgrade” their free time naturally resonate. Mid-adult consumers prefer leisure that feels restorative, convenient, and deeply enjoyable – without adding friction or noise.
Leisure is not the leftover part of the day; it’s the part people look forward to. The closer brands align to the way each age group defines ‘enjoyment,’ the more naturally they’ll fit into the lives of South African consumers.
The study utilised YouGov Profiles+ South Africa data collected on 30 November 2025, with a nationally representative sample of n=24,911 adults aged 18 to 44. For more information, visit www.kla.co.za