California ranks second nationally in side hustle interest as economic pressures transform supplemental income from optional to essential for millions of Americans, according to new research analyzing Google search patterns and consumer behavior.
The Golden State recorded 11,500 monthly searches for side hustle opportunities with 3.76 searches per 1,000 internet users, earning a side hustle score of 96.29, according to DocuCopies.com analysis of Google Keyword Planner data from October 2024 through September 2025. Only Florida ranked higher with a perfect score of 100.
"We're watching side hustles evolve from something optional to something people genuinely need," said Jeff Corbo, president of DocuCopies.com. "For many families, side gigs keep them afloat when the economy throws curveballs."
The research examined 214 keywords related to side hustles across all 50 states, revealing delivery driving as California's most sought-after gig at 18 searches per 10,000 internet users, followed closely by virtual assistant work at 16.92 searches.
The findings align with broader national trends showing side hustles have become a financial mainstay rather than supplemental income. More than two in five consumers now earn income outside traditional employment, with side work accounting for 43% of total income on average, according to PYMNTS Intelligence data.
For vulnerable populations, the dependency is even more pronounced. Side income represents 76% of total earnings for those making under $50,000 annually and 57% for Generation Z consumers.
Economic Pressures Drive Growth
Nearly six in 10 side hustlers report starting or increasing their efforts due to economic conditions, with inflation fears explicitly cited as a factor. The share of U.S. workers performing multiple traditional jobs spiked to nearly 5.3% of the workforce in late 2024, the highest level in five years.
"The thing that stands out to me is how universal this shift is," Corbo said. "It doesn't matter if you're in a rural community or a major metro because the data shows that people everywhere are reimagining what work looks like."
Nearly one-quarter of all U.S. consumers report having started or increased side work in response to economic uncertainty. This reaction is particularly pronounced among those living paycheck to paycheck, with nearly three-quarters of struggling consumers taking on more work.
Santa Monica: A Microcosm of Trends
Santa Monica exemplifies these national patterns, with an estimated one-quarter to one-third of adults engaged in side hustles. The city's extremely high cost of living, with housing costs 112% above the U.S. average, with typical rents around $2,300-2,500 per month, incentivizes residents to supplement their primary income.
About 19.3% of working Santa Monica residents are self-employed, nearly double California's statewide self-employment rate of 11.5%. The city's position in "Silicon Beach" and its proximity to entertainment industries create abundant freelance opportunities in creative and professional services.
Local side hustles range from app-based driving and delivery to high-skilled freelancing in tech, media, and creative industries. The city has also become a testing ground for innovations like autonomous delivery robots, which began operating on Santa Monica streets in 2025.
Demographic Patterns Emerge
Age plays a significant role in side hustle participation, with 34% of Gen Z and 31% of millennials having side gigs compared to roughly 22-23% of Gen X and baby boomers. Parents with children under 18 are more likely to have side hustles (34%) than non-parents (28%).
Contrary to assumptions about income levels, nearly 45% of side hustlers have household incomes above $100,000, while 40% earn under $50,000, showing the practice spans economic classes.
Despite recent slight declines in side hustle participation, attributed to a strong job market and cooling inflation, 45% of current side hustlers anticipate dedicating even more time to their efforts in the coming months.
The motivation varies, but necessity emerges as a dominant theme. Covering basic living expenses is the most frequently cited reason among 22% of all side hustlers, rising to 34% among consumers struggling with monthly bills.
Seven in 10 side workers keep their extra income separate from regular earnings, with many earmarking money for specific needs like debt payments, emergency funds or investments.
The research methodology analyzed search volume for 214 general side hustle terms across all 50 states using Google Keyword Planner, with data normalized by internet users in each state to ensure fair comparisons.