Greater freedom and flexibility is more important to freelancers and sole traders than money, a new study shows.
Research from marketing and PR recruitment firm Major Players found that out of 1,000 people surveyed 42 per cent said having more options over the type of work they do and how is what attracted them to setting up on their own.
Increasing creative options was the top choice of just over a quarter of people, while only 19 per cent said that they were motivated by earning more money.
Jack Gratton, chief executive of Major Players, said: "The response we got to this survey was phenomenal and indicates that the freelance community in the creative and marketing world wants to be heard.
"Freelancing has always been a lifestyle and career choice for our market, and now with agencies and brands seeking to become more streamlined and sustainable we see our space continuing to adapt."
According to the study, the worst part of being a freelancer is the period of stagnation between contracts (a problem highlighted by 40 per cent of those questioned). A quarter were concerned about income security – which could occur if contracts were cancelled or not renewed.
Other drawbacks include not being able to take part in the social aspects of working with others in an office as well as not being able to enjoy "blue Mondays" and lazy Fridays".
However, those with children raved about the benefits being able to work flexible hours because it helps them to better manage their childcare needs. Another factor in freelance's favour is that it gets the worker away from internal company politics and gives them the freedom to make their own decisions.
Recent figures released by the Professional Contractors Group (PCG) show that the freelance market has grown by 12 per cent over the past year.