2016 creative products size of the industry study february ... master report_0201… · 2016...
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2016 Creative Products Size of the Industry Study
February 1, 2017
Not for reproduction or distribution
2 ©2017 MaritzCX LLC All Rights Reserved
Study Methodology
What
Qualification
Completes
Online survey
Mean completion time: 14.4 minutes
Median completion time: 10.0 minutes
The respondents that qualified for this study met the following criteria:
Age 18+
All 50 states
ObjectivesAccurately size the US craft and hobby market by dollar volume and participation, both overall and at the category level.
Understand how the size of the market varies by geographic region.
Provide this information to members to support various initiatives such as buying and selling; developing business plans;
tracking trends; and planning, forecasting, and marketing company products.
Quarter Dates Contacts Qualified Completes
Q4’15 October – December 2015 n=2293 n=1552
Q1’16 January – March 2016 n=2406 n=1553
Q2’16 April – June 2016 n=2318 n=1552
Q3’16 July – September 2016 n=2619 n=1552
Total October 2015 – September 2016 n=9636 n=6209
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Study Methodology: Our Universe
Spend Projections
• Spend is collected by category for the “past month” for every category the consumer purchased
• Past month is a more reasonable time frame for consumers to remember than an entire year
• Data is collected on a continuous basis with equal quotas each week, so not one time period is more represented than
another
• Data was multiplied by 12 to create an annual spend number
• Data has been rolled together for an entire year to account for seasonality
• Data was “windsorized” to adjust for outliers using the 95% percentile, meaning the top 5% of spend given by respondents
was lowered to the next highest value
• Winsorization replaces extreme data values with less extreme values. Extreme values adversely impact statistical projections
• A weight is then applied to the data to project the 9,636 of people contacted to 117 million households. Total spend
numbers have an error range of +/- 3.6% at the national level
There are two specific groups represented in this report:
• US Population – projected based on data collected and the population of the US
• Crafters – those who either participated or purchased supplies or materials for at
least one category
• If we only fully interviewed those who participated we would miss people who could be
stocking up for a future project or purchasing for another member of the household
US
Population
We are using
the following
images to note
who is the
subject of the
slideCrafters
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Category DefinitionsPaper Crafts:
Scrapbooking, card making,
or paper crafting
Scrapbooking, card making, or paper crafting involves creating albums, cards, or other keepsakes, including Artist Trading Cards – ATCs, which incorporate various tangible materials (paper, photos, memorabilia, journaling, embellishments), and/or techniques (rubber stamping, decoupage, die cutting, paper folding) in a traditional fashion or created using a computer (e.g., digital scrapbooking).
Beads & Jewelry:Jewelry Making
Jewelry making, including bead work, is the process of creating wearable accessories such as earrings, necklaces, bracelets, and broaches.
Floral Crafting:Floral Crafts
Floral crafts utilize silk or dried flowers and/or greenery to compose a decorative project for home décor, a special event, or gift giving.
Edible Arts:Cake or sweet treat decorating
(and other food crafts)
Cake or sweet treat decorating creates attractive edibles. It uses icing and other edible decorative elements in an intricate way to make otherwise plain foodmore visually interesting. This includes making candy, fruit and vegetable carving, molding, and sculpting cakes/food to resemble three-dimensional person, places, and things. (This does not include the act of simply baking and icing cakes or cookies.)
Wood Crafts & Home Décor:Ready-to-decorate wood crafts
including furniture and home décor
Ready-to-decorate wood crafts start out unfinished and are sometimes assembled, sanded, hand painted, stained, or varnished to give the items a completed look. Items can include, but are not limited to, wood boxes, dollhouses and accessories, birdhouses, lettering, and frames. The items may be painted in a decorative manner, which refers to a wide variety of visual and textural effects achieved by applying a medium, such as acrylic paint, to any number of surfaces to enhance a home décor or functional object.
Knitting & Crochet:Knitting or crocheting
Knitting is a craft where two needles are used to manipulate yarn or thread to create loops resulting in a textile or functional object (sweater, scarf, socks, etc.).Crochet is done with a single needle which has a small hook at one end for drawing the thread or yarn through intertwined loops to create a textile or functional object (sweater, scarf, socks, etc.)
Needle Arts:Cross-stitch, embroidery, needlepoint,
needle felting, etc.
Other needle crafts are artistic creations that use textiles such as fabric, yarn, natural and synthetic fibers, wool, mohair, alpaca, silk, cotton, and linen. Needle work, stitching, and weaving are some of the techniques used.
Sewing & Fabric:Fabric/Sewing for apparel, home décor,
quilting, and crafting
Fabric/sewing crafts involve using a needle and thread by hand or by machine to bind fabric or other materials together to create finished items including quilts, apparel, and home décor.
Painting & Drawing:Painting, drawing, calligraphy,
or print making
Painting and drawing involves creating images or designs by hand utilizing paints, inks, pastels, charcoal, pencil, or watercolors. Fine art painting is any form of artistic rendering primarily incorporating watercolor, oil, or acrylic paint on canvas, or other fine art surfaces. Calligraphy and lettering is the art of fine or decorative handwriting. Print making is the process of making artwork by printing normally on paper. It includes engraving, etching, lithography, silk screening, wood cuts, wood blocks, linoleum, and digital print making.
Kids Crafts:Kids crafts
Kids crafts involve fun and creative products, kits, and projects created specifically for toddlers, preschoolers, and school-aged children.
All other crafts (not specifically listed above)
This segment of crafting encompasses all other creative and artistic projects, not explicitly noted above, that utilize products found in arts and crafts stores. This can include projects for holidays and events that are not mentioned in another category. This category can also include mixed-media projects that are not simply or easily categorized. For example, this includes doll making and dressing, candle making, and stenciling. Stenciling is a method of applying a design by brushing ink or paint through cut out areas of a template so that the pattern is reproduced on a wall or other surface.
First category label is shown in the report. Second label below is what respondents saw in the survey.
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2016 Summary
63%
Percentage of US households
participating in a craft or hobby
activity in the past 12 months
117 MillionHouseholds estimates used
$43.893 BillionTotal Annual Amount Spent
11 broad
categoriesNumber of Categories Tracked
US
Population
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Chapter
• Executive Summary
• Participation
• Purchase Behavior
• Spend
• Attitudinal Ratings
• Demographics
• Appendix
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Household Participation is Up
56%
63%
2010 2015/2016
US
Population
Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: 9636
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35% 34%32% 31%
27%25% 24% 24%
21% 20% 19%
Painting &Drawing
Edible Arts Kids Crafts PaperCrafts
Sewing &Fabric
Knitting &Crocheting
Beads &Jewelry
WoodCrafts
& HomeDécor
Other NeedleArts
FloralCrafting
US
Population
Category Participation• Approximately one-third of US households participated in edible arts, painting & drawing, kids crafts, and paper crafts in the past year
22% 21% 21%
16%14% 13% 12% 12% 13%
9% 9%
Painting &Drawing
EdibleArts
Kids Crafts PaperCrafts
Sewing &Fabric
Knitting &Crocheting
WoodCrafts
& HomeDécor
Beads &Jewelry
Other NeedleArts
FloralCrafting
Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base:9636 (US Census Households n=117,259,427 released June 2015)
63% of US households participated in the past year
56% of US households participated in the past month
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US
Population
Category Participation
41.0 39.737.0 36.5
32.228.8 28.6 27.8
24.9 23.821.7
Painting &Drawing
Edible ArtsKids Crafts PaperCrafts
Sewing &Fabric
Knitting &Crocheting
WoodCrafts
& HomeDécor
Beads &Jewelry
Other NeedleArts
FloralCrafting
25.3 24.1 24.7
19.317.0
15.6 14.4 13.615.1
10.8 10.2
Painting &Drawing
EdibleArts
KidsCrafts
PaperCrafts
Sewing &Fabric
Knitting &Crocheting
WoodCrafts
& HomeDécor
Beads &Jewelry
Other NeedleArts
FloralCrafting
73.4 million participated in the past year
65.5 million participated in the past month
63%
Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base:9636 (US Census Households n=117,259,427 released June 2015)
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Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: (n=12026)
• Roughly one-third of US households are participating in 1-3 different activities a year and another one-third are participating in 4 or more
activities
US
Population
Category Participation – Past 12 Months
Households
participate in at
least 1 activity
63%
37%
11%
11%
9%
7%
5%
4%16%
Zero
One
Six
Five
Four
Three
Two
Seven +
Average 2.92 Activities
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Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: (n=12026)
• Within the past month, more households only participate in 1-3 different activities
US
Population
Category Participation – Past Month
44%
18%
13%
9%
6%4%3%
4%
Zero
One
Six Five Four
Three
Two
Seven +
Households
participate in at
least 1 activity
56%
Average 1.62 Activities
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1% 1% 1% 1%
17% 18% 17% 18%
17%20%
17% 15%
14%16%
13% 13%
12%8%
12% 13%
8% 7%8% 9%
7% 7% 7% 7%
24% 23% 25% 24%
Midwest Northeast South West
Past 12 Month Activity Participation Among Crafters
* Only purchased, did not participate
Q1. In which of the following activities have you personally participated in the past 12 months? In the past month?
• More crafters participate in fewer activities in the Northeast
Crafters
7+ Activities
6 Activities
4 Activities
3 Activities
2 Activities
1 Activity
0 Activities*
5 Activities
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Past 12 Month Cross Participation Among Crafters• Cross participation among those participating in the top five activities is high within other top five activities
• Those who participate in beads & jewelry, floral crafting, and needle arts also participate in a broader range of activities
Q1. In which of the following activities have you personally participated in the past 12 months? In the past month?
Higher ParticipationLower Participation
Painting
&
Drawing(n=3411)
%
Kids
Crafts(n=3227)
%
Edible
Arts(n=3408)
%
Sewing
&
Fabric(n=2815)
%
Paper
Crafts(n=3179)
%
Wood
Crafts &
Home
Décor(n=2370)
%
Knitting
&
Crochet(n=2468)
%
Beads
&
Jewelry(n=2367)
%
Floral
Crafting(n=1844)
%
Needle
Arts (n=2019)
%
Other(n=2072)
%
Painting & Drawing
Kids Crafts
Edible Arts
Sewing & Fabric
Paper Crafts
Wood Crafts & Home Décor
Knitting & Crochet
Beads & Jewelry
Floral Crafting
Needle Arts
Other
Crafters
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Participation Among Crafters
Past 12 Month Participation
34%
32%
33%
26%
23%
21%
19%
18%
15%
13%
20%
62%
60%
67%
53%
53%
55%
50%
49%
47%
46%
61%
Past Month Participation
% of Past 12 Month Participants Active in the Past Month*
• More crafters were active in kids crafts, edible arts, and painting & drawing. in the past month
• Only approximately half of those who participate in the remaining activities were active in the past month
* Calculated by dividing % who participated in the past month by those who participated in the past 12 months
Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: (n=6209)
55%
53%
49%
49%
43%
38%
38%
37%
32%
28%
33%
Painting & Drawing
Edible Arts
Kids Crafts
Paper Crafts
Sewing & Fabric
Knitting & Crochet
Wood Crafts & Home Décor
Beads & Jewelry
Needle Arts
Floral Crafting
Other craft activity
Crafters
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Past 12 Month Category Participation
Q1. In which of the following activities have you personally participated in the past 12 months? In the past month?
53
52
54
53
Northeast
Midwest
West
South
Edible Arts
%
54
53
58
55
Northeast
Midwest
West
South
Painting & Drawing
%
49
51
47
50
Northeast
Midwest
West
South
Kids Crafts
%
46
50
51
48
Northeast
Midwest
West
South
Paper Crafts
%
40
44
43
43
Northeast
Midwest
West
South
Sewing & Fabric
%
37
39
39
37
Northeast
Midwest
West
South
Knitting & Crochet
%
35
36
38
37
Northeast
Midwest
West
South
Beads & Jewelry
%
36
39
35
40
Northeast
Midwest
West
South
Wood Crafts & Home Décor
%
31
35
32
32
Northeast
Midwest
West
South
Other
%
28
28
27
31
Northeast
Midwest
West
South
Floral Crafting
%
28
32
33
32
Northeast
Midwest
West
South
Needle Arts
%
Lower than other regions
Higher than other regions
Crafters• The types of activities crafters participate in vary by region
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Anticipated Participation Level Changes Among Crafters
• Activity levels are expected to decline only slightly across all activities.
• On average, one-third of current participants plan on increasing their participation in the next 12 months
5%
4%
5%
6%
5%
6%
5%
7%
5%
6%
3%
27%
27%
21%
26%
22%
19%
19%
18%
18%
15%
20%
23%
22%
23%
17%
16%
13%
14%
12%
9%
7%
10%
Painting & Drawing
Edible Arts
Kids Crafts
Paper Crafts
Sewing & Fabric
Knitting & Crochet
Wood Crafts & Home Décor
Beads & Jewelry
Needle Arts
Floral Crafting
Other craft activity
Participation will Decrease Stay the Same Increase
55%
53%
49%
43%
38%
38%
37%
32%
28%
33%
49%
Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: Total (n=6209)
Q9. Do you anticipate your participation in the following activities to increase, decrease, or stay the same over the next 12 months? Base: Total (n=6209)
Q11. In which of the following activities are you interested? Base: Total (n=6209)
Crafters
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Interest Levels Among Crafters
• Overall participation and interest is highest for edible arts and painting
• Among non-participants, interest is highest for ready-to-decorate wood crafts and beads & jewelry, suggesting future growth in participation
5%
4%
5%
6%
5%
6%
5%
7%
5%
6%
3%
27%
27%
21%
26%
22%
19%
19%
18%
18%
15%
20%
23%
22%
23%
17%
16%
13%
14%
12%
9%
7%
10%
13%
13%
7%
11%
14%
11%
20%
16%
12%
11%
18%
Painting & Drawing
Edible Arts
Kids Crafts
Paper Crafts
Sewing & Fabric
Knitting & Crochet
Wood Crafts & Home Décor
Beads & Jewelry
Needle Arts
Floral Crafting
Other craft activity
Participation will Decrease Stay the Same Increase Interested in Participating
Most Interest
Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: Total (n=6209)
Q9. Do you anticipate your participation in the following activities to increase, decrease, or stay the same over the next 12 months? Base: Total (n=6209)
Q11. In which of the following activities are you interested? Base: Total (n=6209)
Crafters
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Popularity Among Crafters
Crafters were allowed to say unsure
Q10. Which of the following activities are growing more popular? Growing less popular? Base: Total (n=6209)
7%
8%
11%
10%
12%
23%
17%
24%
17%
29%
54%
48%
46%
39%
37%
37%
33%
28%
22%
16%
24%
28%
24%
33%
28%
25%
31%
30%
33%
32%
Edible Arts
Kids Crafts
Beads & Jewelry
Painting & Drawing
Wood Crafts & Home Décor
Paper Crafts
Sewing & Fabric
Knitting & Crochet
Floral Crafting
Needle Arts
Growing Less Popular Growing More Popular Stable
• Needle arts are declining in popularity, while edible arts are growing in popularity
Crafters
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39%
54%
48%
37%
33%
28%
37%
46%
16%
22%
Painting & Drawing
Edible Arts
Kids Crafts
Paper Crafts
Sewing & Fabric
Knitting & Crochet
Wood Crafts & Home Décor
Beads & Jewelry
Needle Arts
Floral Crafting
Participation vs. Popularity
55%
53%
49%
49%
43%
38%
38%
37%
32%
28%
Painting & Drawing
Edible Arts
Kids Crafts
Paper Crafts
Sewing & Fabric
Knitting & Crochet
Wood Crafts & Home Décor
Beads & Jewelry
Needle Arts
Floral Crafting
Growing More PopularParticipated in P12M
• Edible arts have one of the highest levels of participation and is seen as growing even more popular
• A large number of crafting households believe beads & jewelry is growing more popular, more than those currently participating in the activity
Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: Total (n=6209)
Q10. Which of the following activities are growing more popular? Growing less popular? Base: Total (n=6209)
Crafters
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Chapter
• Executive Summary
• Participation
• Purchase Behavior
• Spend
• Attitudinal Ratings
• Demographics
• Appendix
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Purchase Locations Among Crafters
Q4. Did you purchase items in the past month for the following activities in physical stores, not in physical stores (such as online, catalog, or TV) or both in physical stores and not in physical stores? Based to
those who purchased for that activity and spent more than $0 in the past month.
• A vast majority of crafters continue to purchase items in physical stores.
• More jewelry participants make their way online to purchase items, while edible art supplies are mostly purchased in physical stores.
84%
77%
77%
76%
75%
74%
72%
72%
71%
62%
60%
13%
19%
17%
20%
20%
22%
21%
22%
21%
28%
27%
3%
4%
6%
4%
5%
4%
7%
6%
8%
10%
13%
Edible Arts
Knitting & Crochet
Floral Crafting
Wood Crafts & Home Décor
Sewing & Fabric
Kids Crafts
Painting & Drawing
Paper Crafts
Needle Arts
Beads & Jewelry
Other craft activity
In a Physical Store Both Not in a Physical Store
Crafters
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Purchase Behavior Among Crafters
Q7. When you purchased items for the following activities in the past month did you purchase what you needed to complete your project or did you stock up on items for future projects? Base: Floral Crafting (n=720);
Wood Crafts & Home Decor (=911); Edible Arts (n=1948); Painting & Drawing (n=1741); Sewing & Fabric (n=1255); Kids Crafts (n=1986); Needle Arts (n=706); Knitting & Crocheting (n=1113); Paper Crafts (n=1483);
Beads & Jewelry (n=969); Other (n=966)
• Roughly half of crafters stock up on items; fewer stock up for floral crafting, edible arts (perishable) and ready-to-decorate wood crafts (seasonal).
66%
63%
64%
57%
55%
55%
55%
50%
50%
49%
50%
23%
26%
24%
28%
34%
33%
31%
35%
34%
36%
36%
11%
11%
12%
15%
11%
12%
14%
15%
16%
15%
14%
Floral Crafting
Edible Arts
Wood Crafts & Home Décor
Needle Arts
Sewing & Fabric
Kids Crafts
Painting & Drawing
Knitting & Crochet
Beads & Jewelry
Paper Crafts
Other craft activity
Purchased What I Need Both Stocked up
Crafters
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Chapter
• Executive Summary
• Participation
• Purchase Behavior
• Spend
• Attitudinal Ratings
• Demographics
• Appendix
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Total Annual US Market SpendUS
Population
$43.893 Billion
Margin of error: +/- 3.6%
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Average Monthly Spend Crafters
$68.68
$62.12
$46.42
18-34 35-54 55+
By Age
Males Females
By Gender
Total
Total
Among past month spenders
$63.40$58.55
• Average monthly spend among males is slightly higher than the average crafter, while monthly spend among younger consumers is
higher than the older groups
$60.49
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Spend by category
$10.86
$13.78
$20.26
$20.93
$20.57
$25.55
$24.07
$30.18
$27.00
$28.12
$29.90
US
Population
Painting & Drawing
Kids Crafts
Edible Arts
Sewing & Fabric
Paper Crafts
Wood Crafts & Home Décor
Knitting & Crocheting
Beads & Jewelry
Other
Floral Crafting
Needle Arts
Average Monthly Spend
55%
49%
53%
43%
49%
38%
38%
37%
33%
28%
32%
Past 12 Month Participation
• Generally, average monthly spend is higher among categories with high levels of participation
• Monthly spend and participation are low for floral crafting and needle arts
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Spend by category
% Spend
2.1%
2.5%
5.2%
5.7%
6.4%
7.4%
10.4%
10.9%
15.9%
16.7%
16.9%
US
Population
Painting & Drawing
Kids Crafts
Edible Arts
Sewing & Fabric
Paper Crafts
Wood Crafts & Home Décor
Knitting & Crocheting
Beads & Jewelry
Other
Floral Crafting
Needle Arts
$43.893
Billion
• Overall spend levels breaks the categories into 4 groupings
Group 1
Group 2
Group 3
Group 4
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$7.40
$7.31
$6.98
$4.80
$4.57
$3.24
$2.79
$2.50
$2.27
$1.12
$0.92
Spend by category
% Spend
2.1%
2.5%
5.2%
5.7%
6.4%
7.4%
10.4%
10.9%
15.9%
16.7%
16.9%
US
Population
Painting & Drawing
Kids Crafts
Edible Arts
Sewing & Fabric
Paper Crafts
Wood Crafts & Home Décor
Knitting & Crocheting
Beads & Jewelry
Other
Floral Crafting
Needle Arts
$ in Billions
$43.893
Billion
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Annual Spend Levels
% Spend
US
Population
2.1%2.5%5.2%
5.7%
6.4%
7.4%
10.4%
10.9%
15.9%
16.7%
16.9% Painting & Drawing
Kids crafts
Sewing & Fabric
Edible Arts
Beads & Jewelry
Paper Crafts
OtherFloral Crafting
Knitting & Crocheting
Needle Arts
Wood Crafts & Home Décor
• Spend is highest for painting & drawing, kids crafts, and edible arts
• Kids crafts captures more spend than edible arts, despite having slightly fewer households participating
20%
19%
21%
24%
25%
24%
31%
27%
34%
32%
35%
Needle Arts
Floral Crafting
Other
Beads & Jewelry
Kniting & Crocheting
Wood Crafts & Home Décor
Paper Crafts
Sewing & Fabric
Edible Arts
Kids Crafts
Painting & Drawing
Past 12 Month Participation (%)
Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base (n=9636)
Q3. How much have you spent in the past month on the following activity or activities? Base (n=9636)
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Chapter
• Executive Summary
• Participation
• Purchase Behavior
• Spend
• Attitudinal Ratings
• Demographics
• Appendix
31 ©2017 MaritzCX LLC All Rights Reserved
Affinity
High AssociationLow Association
% Strongly Agree/
Agree
Paper
Crafts(n=1636)
Edible
Arts(n=2001)
Painting
&
Drawing(n=2073)
Sewing
&
Fabric(n=1473)
Kids
Crafts(n=2155)
Knitting
&
Crochet(n=1320)
Beads
&
Jewelry(n=1087)
Floral
Crafting(n=814)
Needle
Arts (n=909)
Wood
Crafts &
Home
Décor(n=1115)
Other(n=1177)
Would really miss participating in if I stopped
Is special to me
Would go out of my way to participate in
Would sacrifice participating in other craft and hobby activities
Would sacrifice participating in non-craft and hobby related activities
Crafters
Q12. Using the scale below, please select the response that best describes your opinion about [ACTIVITY].
• Overall, participating in crafts is special to crafters and they would really miss participating if they stopped. These feelings are strongest among
those who participate in kids crafts, edible arts, knitting or crocheting, painting, paper crafting, and fabric/sewing.
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Emotions
High AssociationLow Association
% Yes
Paper
Crafts(n=3179)
Edible
Arts(n=3408)
Painting
&
Drawing(n=3411)
Sewing
&
Fabric(n=2815)
Kids
Crafts(n=3227)
Knitting
&
Crochet(n=2468)
Beads
&
Jewelry(n=2367)
Floral
Crafting(n=1844)
Needle
Arts (n=2019)
Wood
Crafts &
Home
Décor(n=2370)
Other(n=2072)
Relaxed
Proud
Content
Joyful
Excited
Curious
Crafters
Q13a. Now we would like to understand how participating in the following activities makes you feel. Please indicate whether
participating in each activity makes you feel...
• Participating in craft activities makes most crafters feel proud and relaxed.
• Those that participate in edible arts and kids crafts also feel excited and joyful.
33 ©2017 MaritzCX LLC All Rights Reserved
Values
High AssociationLow Association
% Yes
Paper
Crafts(n=3179)
Edible
Arts(n=3408)
Painting
&
Drawing(n=3411)
Sewing
&
Fabric(n=2815)
Kids
Crafts(n=3227)
Knitting
&
Crochet(n=2468)
Beads
&
Jewelry(n=2367)
Floral
Crafting(n=1844)
Needle
Arts (n=2019)
Wood
Crafts &
Home
Décor(n=2370)
Other(n=2072)
Sense of accomplishment
Feeling of relaxation
Fun and enjoyable life
Self-fulfillment
Self-respect
Warm relationships
Sense of belonging
Crafters
Q13b. Now we would like to understand how participating in the following activities helps you achieve the following values.
Please indicate whether participating in each activity helps you achieve...
• Crafters gain a sense of accomplishment by participating in craft activities across the board.
• Participating in kids crafts help people achieve warm relationships and a fun and enjoyable life.
34 ©2017 MaritzCX LLC All Rights Reserved
Chapter
• Executive Summary
• Participation
• Purchase Behavior
• Spend
• Attitudinal Ratings
• Demographics
• Appendix
35 ©2017 MaritzCX LLC All Rights Reserved
Activity Purpose Among Crafters
Q14. What do you do with the items you make?
Paper
Crafts(n=3179)
%
Edible
Arts(n=3408)
%
Painting
&
Drawing(n=3411)
%
Sewing
&
Fabric(n=2815)
%
Kids
Crafts(n=3227)
%
Knitting
&
Crochet(n=2468)
%
Beads
&
Jewelry(n=2367)
%
Floral
Crafting(n=1844)
%
Needle
Arts (n=2019)
%
Wood
Crafts &
Home
Décor(n=2370)
%
Other(n=2072)
%
Keep 71 61 73 68 53 58 54 54 57 68 59
Gift 49 65 44 52 50 62 61 44 53 45 44
Donate 6 14 8 13 8 18 13 14 10 11 13
Sell 6 10 12 13 5 14 25 12 9 13 17
None 8 8 9 10 18 12 13 18 15 11 17
• A majority of crafters keep their end product, but this is especially true among those who paint & draw and do paper crafts
• Edible arts, beads & jewelry, and knit & crochet items tend to be gifts more so than other projects, while knit & crochet items are also donated
• Those who make jewelry are more likely to sell their projects than what is made in other activities
Crafters
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Level of experience
51%
51%
42%
41%
40%
40%
40%
39%
37%
35%
24%
41%
40%
43%
41%
50%
48%
46%
45%
49%
51%
54%
8%
9%
15%
18%
10%
12%
14%
16%
14%
14%
22%
Floral Crafting
Beads & Jewelry
Needle Arts
Knitting & Crochet
Edible Arts
Wood Crafts & Home Décor
Sewing & Fabric
Other craft activity
Painting & Drawing
Paper Crafts
Kids Crafts
Beginner Intermediate Expert
Experience Level by Activity
Crafters
Q8. How would you describe your level of experience in each of the following activities? Base: Kids Crafts (n=3227); Knitting & Crocheting (n=2468); Needle Arts (n=2019); Paper Crafts (n=3179); Painting & Drawing (n=3411); Sewing & Fabric
(n=2815); Wood Crafts & Home Décor (n=2370); Edible Arts (n=3408); Beads & Jewelry (n=2367); Floral Crafting (n=1844); Other (n=2072)
• Those participating in floral crafting and beads & jewelry consider themselves beginners
• More knitters & crocheters and those doing kids crafts consider themselves experts than those participating in other activities
37 ©2017 MaritzCX LLC All Rights Reserved
Per week
Paper
Crafts(n=804)
%
Edible
Arts(n=816)
%
Painting
&
Drawing(n=889)
%
Sewing
&
Fabric(n=727)
%
Kids
Crafts(n=797)
%
Knitting
&
Crochet(n=618)
%
Beads
&
Jewelry(n=613)
%
Floral
Crafting(n=512)
%
Needle
Arts (n=557)
%
Wood
Crafts &
Home
Décor(n=655)
%
Other(n=532)
%
< 5 hours 69 70 60 64 61 60 64 74 67 67 58
5-10 hours 17 15 21 21 22 21 21 12 17 18 21
10-20 hours 9 8 10 9 11 11 10 10 8 9 12
20-30 hours 3 4 5 3 4 5 3 3 6 3 5
30-40 hours 1 2 3 2 1 2 1 1 2 1 3
40 hours + 1 1 1 1 1 1 1 0 0 2 1
Time spent on activity per week Crafters
Q15. About how many hours per week on average do you spend creating? Based to those who participated in activity. Q3 data only.
• Many crafters only spend <5 hours on a given activity per week; however, most crafters participate in more than one activity
38 ©2017 MaritzCX LLC All Rights Reserved
Demographics among crafters
F2. What is your gender? D4. Which of the following best describes where you live? D2. What is your current employment status? Remaining crafters fall in an other bucket
Gender
Paper
Crafts(n=3383)
%
Edible
Arts(n=3616)
%
Painting &
Drawing(n=3695)
%
Sewing &
Fabric(n=3077)
%
Kids
Crafts(n=3444)
%
Knitting &
Crochet(n=2662)
%
Beads &
Jewelry(n=2561)
%
Floral
Crafting(n=2063)
%
Needle
Arts(n=2216)
%
Wood
Crafts &
Home
Décor(n=2609)
%
Other(n=2274)
%
Male 37 38 44 30 37 29 34 34 31 45 39
Female 63 62 56 70 63 71 66 66 69 55 61
Location
Urban 28 28 29 26 26 26 28 29 27 27 26
Suburban 51 51 50 51 52 50 51 50 51 51 50
Rural 21 21 21 23 22 24 21 21 22 22 24
Employment
Full-time student 7 8 8 6 6 6 7 7 6 7 7
Employed PT (<30 hrs/wk) 15 15 16 15 14 14 16 17 16 15 14
Employed FT (30+ hrs/wk) 42 41 41 38 42 37 39 38 37 45 36
Seeking work 6 7 7 6 6 6 6 6 6 6 6
Homemaker 16 16 14 18 19 17 15 15 16 15 15
Retired 11 11 11 14 10 17 13 14 16 11 16
Crafters
39 ©2017 MaritzCX LLC All Rights Reserved
Demographics among crafters
F1. What is your age?
Age
Paper
Crafts(n=3383)
%
Edible
Arts(n=3616)
%
Painting &
Drawing(n=3695)
%
Sewing &
Fabric(n=3077)
%
Kids
Crafts(n=3444)
%
Knitting &
Crochet(n=2662)
%
Beads &
Jewelry(n=2561)
%
Floral
Crafting(n=2063)
%
Needle
Arts(n=2216)
%
Wood
Crafts &
Home
Décor(n=2609)
%
Other(n=2274)
%
18-34 (net) 42 41 42 37 39 34 38 37 34 39 34
18-24 13 12 13 11 11 10 11 11 10 11 10
25-29 15 15 15 13 13 13 15 13 12 14 12
30-34 14 14 14 13 15 11 12 13 12 14 12
35-54 (net) 37 38 38 36 42 36 38 36 37 40 37
35-39 13 13 14 12 15 11 13 11 11 13 11
40-44 10 10 10 9 11 9 9 9 9 10 9
45-49 7 8 7 7 9 7 8 8 8 9 9
50-54 7 7 7 8 7 9 8 8 9 8 8
55+ (net) 21 21 20 27 19 30 24 27 29 21 29
55-59 8 9 8 11 8 10 9 10 11 8 10
60-64 6 6 6 8 6 9 8 8 9 6 9
65+ 7 6 6 8 5 11 7 9 9 7 10
Crafters
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Demographics among crafters
D1. How many people in your household fall into the following categories? D3. What is the last level of education you have completed? Remaining crafters fall in prefer not to answer D5. Which of the following categories best describes your
total annual household income before taxes? Remaining crafters fall in prefer not to answer
Household size
Paper
Crafts(n=3383)
%
Edible
Arts(n=3616)
%
Painting &
Drawing(n=3695)
%
Sewing &
Fabric(n=3077)
%
Kids
Crafts(n=3444)
%
Knitting &
Crochet(n=2662)
%
Beads &
Jewelry(n=2561)
%
Floral
Crafting(n=2063)
%
Needle
Arts(n=2216)
%
Wood
Crafts &
Home
Décor(n=2609)
%
Other(n=2274)
%
Mean # adults 2.1 2.2 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1
Mean total HH size 3.1 3.1 3.1 3.0 3.3 2.9 3.0 3.0 3.0 3.1 2.9
Income
Under $25K 15 16 16 16 14 17 17 15 16 14 19
$25K-$50K 29 29 29 29 28 30 30 29 30 28 28
$50K-$75K 25 25 24 25 25 24 24 25 24 25 24
$75K-$100K 15 14 14 14 15 14 14 14 15 16 14
$100K+ 15 13 14 13 15 12 13 14 13 15 12
Education
Less than high school grad 2 2 2 2 2 2 2 2 2 2 1
High school grad 19 21 19 19 20 20 19 20 19 18 20
Some college 38 37 37 40 38 39 39 37 39 38 40
College degree 30 29 30 29 28 29 29 30 29 31 27
Advanced degree 10 10 10 10 12 9 10 10 10 11 12
Crafters
41 ©2017 MaritzCX LLC All Rights Reserved
Demographics among crafters
S8. Are you Spanish, Hispanic, or Latino? S9. Which of the following describes you? (Please select all that apply)
Ethnicity
Paper
Crafts(n=3383)
%
Edible
Arts(n=3616)
%
Painting
&
Drawing(n=3695)
%
Sewing &
Fabric(n=3077)
%
Kids
Crafts(n=3444)
%
Knitting &
Crochet(n=2662)
%
Beads &
Jewelry(n=2561)
%
Floral
Crafting(n=2063)
%
Needle
Arts(n=2216)
%
Wood
Crafts &
Home
Décor(n=2609)
%
Other(n=2274)
%
Hispanic 24 23 24 21 22 22 24 23 23 22 19
Not Hispanic 76 77 76 79 78 78 76 77 77 78 81
Race
Caucasian/
White83 82 82 84 83 83 82 83 84 84 84
African American/
Black11 12 13 11 12 11 12 10 10 11 10
American Indian or
Alaska Native2 2 3 2 2 2 3 2 3 2 2
Asian/
Asian American3 3 3 3 3 3 3 3 3 2 3
Native Hawaiian/
Pacific Islander1 1 1 0 1 1 1 0 1 1 1
Other 4 4 5 4 4 4 5 4 4 4 4
Crafters
42 ©2017 MaritzCX LLC All Rights Reserved
Chapter
• Executive Summary
• Participation
• Purchase Behavior
• Spend
• Attitudinal Ratings
• Demographics
• Appendix
43 ©2017 MaritzCX LLC All Rights Reserved
Study Methodology: weighting
We are ensuring that the people entering the survey are representative of the US population based on region, gender, and age
We then employ a stricter weighting scheme based on additional information:
% Gender by age
% Hispanic
% White
% Black
% Own their residence
The census bureau population estimates for the above demographics for each state are summed within each region. This
ensures that a US state’s population proportion of a region is representative not only for the state total population as a whole but
by the above demographic measures also. That is, we don’t merely ensure that Vermont’s portion of the Northeast region is
correct, but also Vermont’s portion by age, gender, ethnicity, race, and home ownership in the Northeast Region is correct.
After the above demographic weighting is done within each region, the regions are weighted to get to their correct proportion of
the US total.
This weighting process is done within each quarter. Doing the weighting quarterly allows for quarterly or year-to-date reporting if
needed.
Source: Annual Estimates of the Resident Population by Single Year of Age and Sex for the United States, States, and Puerto Rico Commonwealth:
April 1, 2010 to July 1, 2014
Source: U.S. Census Bureau, Population Division
Release Date: June 2015
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Northeast Region:• New England Division:
Connecticut, Maine,
Massachusetts, New Hampshire,
Rhode Island and Vermont
• Middle Atlantic Division: New
Jersey, New York and
Pennsylvania
West Region:• Mountain Division: Arizona,
Colorado, Idaho, Montana,
Nevada, New Mexico, Utah and
Wyoming
• Pacific Division: Alaska,
California, Hawaii, Oregon and
Washington
South Region:• South Atlantic Division: Delaware, District of Columbia,
Florida, Georgia, Maryland, North Carolina, South
Carolina, Virginia and West Virginia
• East South Central Division: Alabama, Kentucky,
Mississippi and Tennessee
• West South Central Division: Arkansas, Louisiana,
Oklahoma and Texas
Midwest Region:• East North Central Division:
Illinois, Indiana, Michigan, Ohio
and Wisconsin
• West North Central Division: Iowa,
Kansas, Minnesota, Missouri,
Nebraska, North Dakota and
South Dakota
Region Breakout