I honestly can't say how much time I work on it - I'm a part time student at school (health/money reasons), so I technically have the summer 'off' but I run three blogs and my etsy shop every day from early morning to 11pm at night - making designs, drawing new designs, promoting, social media, etc.
I agree with Mori and Kelly. Follow your heart, try new things, nothing is up for failure. Don't be afraid to ask for support within the Etsy community (people are amazing here!!) if you're feeling burnt out of ideas, and take a break! Go for a walk, read, play solitaire - find some things to do away from you Etsy so burning out doesn't happen frequently! :)