Brands
Introducing America’s Digital Side Hustlers
Report summary
As economic uncertainty and internet-driven trends continue to upend business norms, Morning Consult’s latest report examines a group that is operating at the crux of both forces: digital side hustlers, or U.S. adults who currently earn a secondary income from at least one of nine tested jobs that are conducted via online platforms.
This definition is not meant to be an explicitly economic one, but it allowed us to achieve our goal of better understanding how some Americans are navigating workplace instability in innovative ways — and how their relationship to work and career is evolving more broadly.
Though digital side hustlers represent a small portion of the population, their young, diverse demographic profile makes them a bellwether group. And their views suggest that self-expression and community are becoming ever-more important pillars of American work-life.
This report will benefit those in human resources departments, those who are responsible for employer brands and any companies with young workforces or increasingly unengaged employees.
Key Takeaways
- Digital side hustlers are a small but diverse group. Despite making up just 15% of all U.S. adults, approximately half (48%) of those earning secondary incomes via digital platforms are non-white.
- Creative pursuits are more popular than task-based ones. A plurality (36%) of digital side hustlers make money via social media content creation — much higher than the shares who do so by driving for a delivery (24%) or rideshare (15%) platform.
- Most aspire to strike out on their own. Almost 2 in 3 (65%) digital side hustlers said they would pursue their secondary work full-time if finances allowed.
- Outlooks on corporate America are souring. Two in three U.S. adults (68%) believe the job market is more competitive than ever, and a similar share (61%) believe companies no longer provide adequate support to employees.
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Highlights from this report
While side hustlers represent just over 1 in 10 U.S. adults, they are particularly diverse: Roughly half (48%) of the cohort is non-white, and a near-equal share (47%) are women. A plurality (49%) make an annual income below $50,000, which is likely tied, in part, to their relative youth — two-thirds (66%) are Gen Zers or millennials.
Demographic profile of digital side hustlers
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Methodology
Morning Consult data featured in this report draws from research conducted August 21-23, 2024, among a representative sample of 2,203 U.S. adults, including 333 U.S. adults with a digital side hustle, with unweighted margins of error of +/-2 and +/- 5 percentage points, respectively.
All survey interviews were conducted online, and the data was weighted based on age, gender, race, educational attainment and region.
About the author
Ellyn Briggs is a brands analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises brand and marketing leaders on how to apply insights to make better business decisions. Prior to joining Morning Consult, Ellyn worked as a market researcher and brand strategist in both agency and in-house settings. She graduated from American University with a bachelor’s degree in finance. For speaking opportunities and booking requests, please email [email protected].
