FROM DRONE FLYING TO POLE DANCING: AMAZON AUSTRALIA REVEALS THE UNEXPECTED HOBBIES ON OLDER AUSSIES' NY RESOLUTIONS LISTS

• Aussie influencers, Ginger & Carmen team up with Amazon Australia to encourage Aussies to embrace new passions and hobbies this New Year
• New research from Amazon Australia shows Aussies over 60 are embracing everything life has to offer and taking up sports, drone flying and even pole-dancing

Sydney, Australia - 1 January 2024 – To celebrate the New Year, Amazon Australia has teamed up with best friends and ‘un-retired’ TikTok fashion stars, Ginger & Carmen, to encourage Aussies to embrace new passions and hobbies this January. In fact, new research commissioned by Amazon Australia has revealed that nearly half (48%) of Australians aged 60 and above have set their sights on taking up a new hobby in 2024.

As part of their work with Amazon, Ginger & Carman have created content highlighting “New Year, More You”, where the pair show themselves taking part in a range of their favourite hobbies thanks to Amazon Australia. From ‘making more memories’ through mini Polaroid cameras, to ‘more dancing’ by a portable speaker and ‘more self-care’ with some of their favourite books.

Taking the world, and TikTok, by storm, Ginger and Carman have defined their own genre of over 50’s content. On their spirited lifestyle and fashion-focused adventures, they said: “Ageing isn’t about feeling young; it’s about feeling good and embracing life with enthusiasm. We’re thrilled to partner with Amazon Australia, who want to help Aussies of all ages and lifestyles have a go at whatever activity they may want this New Year. January is the perfect time to do the thing you’ve always wanted to do but didn’t know where to start or perhaps were too nervous to try. It’s not New Year, new you… but simply MORE you!”

New sporting hobbies are particularly high on the list for older Aussies, with one in three keen to take up a new sport this year. One in 10 want to try pilates or yoga, while those on the more adventurous side would like to try skydiving next year, and others plan to take up pole dancing.  

Beyond adrenaline-pumping activities, one in seven (16%) older Australians are eyeing a tech hobby in the new year, with some planning to take to the skies flying drones, some looking to create content for social media creating content, and others keen to try their hand at coding.

The research also highlights that it’s never too late to learn a musical instrument, with one in twenty older Aussies planning to start a musical hobby in the new year and many intending to take up the electric guitar.

General Manager of Amazon Australia Matthew Benham says, “We know that Aussies are a diverse bunch, who look for activities, hobbies and interests that excite them and give them a kick, and from our research that's true for Aussies over 60 too! Ginger and Carmen are proof that you don't have to miss out because of a number, and with over 200 million items across 31 categories, we want to help customers of all ages find the products they need to give whatever they'd like to try a go!”

So, whether it’s a resolution, a brand-new interest or a revival of something you did and for one reason or another didn’t continue – Amazon Australia wants to help you nail it in the new year. And with Prime FREE One-Day Delivery on eligible orders, you can get started all that quicker.

Sources
The research was commissioned by Amazon and Poem Group and was conducted by Lonergan Research in accordance with the ISO 20252 standard. Lonergan Research surveyed 1,014 Australians 18+. Surveys were distributed throughout Australia including both capital city and non-capital city areas. The survey was conducted online amongst members of a permission-based panel, between 1 and 5 December 2023. After interviewing, data was weighted to the latest population estimates sourced from the Australian Bureau of Statistics. Population counts are an extrapolation of percentages to population numbers.