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© 2010 Craft & Hobby Association. All rights reserved.
CHA Attitude & Usage Study Update:CHA Attitude & Usage Study Update:12 mo. ending 12/31/1012 mo. ending 12/31/10
Abbreviated Media Version Abbreviated Media Version
© 2010 Craft & Hobby Association. All rights reserved.
Understanding The Results
© 2010 Craft & Hobby Association. All rights reserved.
In January of 2010 the CHA A&U Research transitioned from a mail panel survey to an online panel survey:
This move had a multi-fold purpose:
§ Allows for a more advanced survey design:
Ø Skip patterns
Ø Appropriate “pipe-ins” to build on responses
Ø Segment specific probing
Ø Respondent and HH member probing
Ø Information Pop-ups
Ø Trade-off analysis
§More engaging and easier user interface
§Faster data turn-around
© 2010 Craft & Hobby Association. All rights reserved.
Chance for change – a clean break from legacy gave CHA the opportunity to redesign a survey that best meets the needs of its members. Some changes include:
Ø 47 segments in 8 broad categories (was 39 segments in 4 categories)
Ø Fine Arts included (limited to certain measures)
Ø Expanded product lists
And most importantly, richer information!
Ø Better representation of the US HHs (Males and younger crafters)
Ø Information at the user level (in addition to HH)
ü More accurate profiling
ü Read on children
Ø Information at the segment level
ü Drivers of crafting, by segment
ü Attitudes of specific segments
ü Behaviors of specific segments
© 2010 Craft & Hobby Association. All rights reserved.
Data Consistency
HH Incidence of Crafting Holds Steady
Ø The incidence of HH Crafting is the same for mail and online panels – and remains 56%
Market Size is roughly the same – although the crafting universe has changed in how we define it. Some of the biggest changes are:
Ø The addition of Food Crafting, which is now the 3rd largest segment
ü $2.00 (bill)
Ø Woodworking is now the number one craft While it is likely that this craft has not experienced growth, the A&U now has a more accurate representation of males and younger crafters.
ü 2009: $1.5 (bill) versus 2010: $3.3 (bill)
Ø The addition of 6 Fine Arts segments
© 2010 Craft & Hobby Association. All rights reserved.
Artistic CraftsArtist trading cards Decorative PaintingGlass CraftingPottery MakingStencilingMixed Media ArtOther Artistic crafts
Fine ArtsCalligraphy/LetteringDrawingFine Art PaintingPrint MakingSculpture
Other Fine Arts
Floral CraftsFloral DecoratingWreath MakingOther Floral Crafts
General CraftsCandle MakingDoll MakingDo-It-Yourself FramingFashion Fabric DecoratingFood CraftingHome Décor Crafts (Non-Sewing)Leather CraftingMacraméMetalworkingMixed Media craftsMosaic/Tile CraftsWedding CraftsWoodworkingOther General crafts
Jewelry Making & Bead CraftsBead Crafts (non-jewelry making)Jewelry MakingOther Jewelry/Bead crafts
Needle CraftsCrochetingCross-stitchEmbroideryFiber Art/Textile ArtKnittingNeedlepointNeedle FeltingWeavingOther Needle crafts
Paper & Memory CraftsCard MakingDecoupage/Papier-MâchéDigital ScrapbookingPaper Cutting (shapes/boxes)Rubber StampingScrapbooking/Memory CraftsOther Paper and Memory crafts
Sewing CraftsCraft SewingFashion SewingHome Décor SewingQuiltingOther Sewing crafts
The New Structure- 8 Categories – 47 Segments -
© 2010 Craft & Hobby Association. All rights reserved. 77
U.S. Retail Sales (Billion $) Volume & ShareU.S. Retail Sales (Billion $) Volume & Share -- Among Total U.S. Households Among Total U.S. Households
US Market Size = US Market Size = $28.6 Billion$28.6 Billion ((±±11%)11%)
Projected Base: 111 Million Total US Households. Spending behavior is self-reported by consumers and is accurate only within certain ranges.
Data based on 12 months ending December 31, 2010
General Crafts is b y far the largest craft categor y – followed by the Fine Arts and Paper & Memor y Crafts categories.
11%
10%
9%8%8%
7%
34%13%
General Crafts
$9.92 (bill)
Fine Arts
$3.70 (bill)
Paper & Memory Crafts
$3.34 (bill)
Needle Crafts
$2.86 (bill)
Artistic Crafts
$2.61 (bill)Sewing Crafts
$2.46 (bill)
Jewelry & Bead Crafts
$2.30 (bill)
Floral Crafts
$1.99 (bill)
© 2010 Craft & Hobby Association. All rights reserved. 88Projected Base: 111 Million Total US Households. Spending behavior is self-reported by consumers and is accurate only within certain ranges.
General Crafts, Needle Crafts and Paper & Memor y Crafts have the highest US HH incidence levels.
Incidence of Crafting Incidence of Crafting -- % of Total U.S. Households % of Total U.S. Households
56%
35%31%
27%23%
20% 19% 18% 18%
Total GeneralCrafts
NeedleCrafts
Paper &MemoryCrafts
Fine Arts SewingCrafts
ArtisticCrafts
JewelryMaking
and BeadCrafts
FloralCrafts
Data based on 12 months ending December 31, 2010
© 2010 Craft & Hobby Association. All rights reserved. 99
Data based on 12 months ending December 31, 2010
General Crafts spending is considerably higher than all other categories, even Fine Arts, which follows as the distant runner-up.
$470
$266
$190 $171 $164 $160 $147 $141 $128
Total GeneralCrafts
Fine Arts JewelryMaking
and BeadCrafts
NeedleCrafts
SewingCrafts
ArtisticCrafts
Paper &MemoryCrafts
FloralCrafts
Average Annual Craft Spending Average Annual Craft Spending -- By Crafting Categor y By Crafting Categor y
Projected Base: 63 Million Total US Crafting Households
© 2010 Craft & Hobby Association. All rights reserved. 1010
Data based on 12 months ending December 31, 2010
Sewing Crafts and General Crafts have the highest per project spend –while Jewelry Making has the lowest.
$36
$45$42
$34$31 $30 $29
$25$20
Total SewingCrafts
GeneralCrafts
ArtisticCrafts
FloralCrafts
Paper &MemoryCrafts
NeedleCrafts
Fine Arts JewelryMaking
and BeadCrafts
Projected Base: 63 Million Total US Crafting Households
Average Per Project Spending Average Per Project Spending -- By Crafting Categor y By Crafting Categor y
Sewing Machine sales were high in 2010 (2.9% of all sales)
© 2010 Craft & Hobby Association. All rights reserved. 1111
Data based on 12 months ending December 31, 2010
Jewelry Making and Fine Arts have the highest number of projects per year, while more traditional and decorative crafts tend to have less.
13.0
8.67.7
6.4 5.74.7 4.3 4.1 3.6
Total JewelryMaking
and BeadCrafts
Fine Arts GeneralCrafts
NeedleCrafts
Paper &MemoryCrafts
ArtisticCrafts
FloralCrafts
SewingCrafts
Projected Base: 63 Million Total US Crafting Households
Average Number of Projects Average Number of Projects -- By Crafting CategoryBy Crafting Category
© 2010 Craft & Hobby Association. All rights reserved. 1212
Sales for Woodw orking far surpass an y other craft segment. Drawing and Food Crafting are also large segments.
Data based on 12 months ending December 31, 2010
Projected Base: 63 Million Total US Crafting Households
U.S. Retail Top 6 Segment Sales (Billion $)U.S. Retail Top 6 Segment Sales (Billion $)
$3.32
$2.08 $2.00
$1.45 $1.44$1.30
Wood -working
Drawing* Food Crafting
Scrapbooking /Memory
Crafts
Jewelry Making
Floral Decorating
* Fine Arts segments (e.g., Drawing) are not part of the deep-dive survey evaluation
Does not include Digital Scrapbooking Sales ($277
million). Combined sales are ($1.72 billion)
© 2010 Craft & Hobby Association. All rights reserved.
Data based on 12 months ending December 31, 2010 Projected Base: 63 Million Total US Crafting Households
Top Reasons for Starting a New ProjectTop Reasons for Starting a New Project
Top reasons for starting a new project are to create a unique gift, to try something new, or to make something for an upcoming holiday/occasion.
8%
8%
9%
11%
16%
16%
27%
28%
31%Wanted to give a unique gift
Upcoming occasion or holiday
Wanted to try something new
Completed another project
Suggested by a friend/family member
Made it to sell
Saw a finished craft in a store and decided to make it myself
Saw a product or display in a store
Had instructions from a book, magazine or DVD
© 2010 Craft & Hobby Association. All rights reserved.
Crafters are driven by accomplishment, creativity, fun and relaxation.
Top 10 Drivers of CraftingTop 10 Drivers of Crafting
78
81
82
82
83
84
89
89
90
91
I forget about my dailyproblems
Feel proud when peopleacknowledge my projects
I enjoy the challenge
Makes me feel better
I like to work with myhands
I like to learn new things
Because it relaxes me
Is fun
Is a great way to becreative
Gives me a feeling ofaccomplishment
© 2007 Ipsos Insight. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. Percentages may not add up exactly to 100% or vary if recalculated due to rounding. 15
Crafting is popular throughout the U.S.,with some moderate skew by category.
WestIncidence of Crafting HH’s: 58%• General Crafts: 41%• Needle & Sewing Crafts: 33%• Painting & Finishing Crafts: 30%• Floral Crafts: 16%
NortheastIncidence of Crafting HH’s: 55%• General Crafts: 38%• Needle & Sewing Crafts: 29%• Painting & Finishing Crafts: 29%• Floral Crafts: 17%
MidwestIncidence of Crafting HH’s: 59%• General Crafts: 41%• Needle & Sewing Crafts: 33%• Painting & Finishing Crafts: 31%• Floral Crafts: 18%
SouthIncidence of Crafting HH’s: 56%• General Crafts: 37%• Needle & Sewing Crafts: 29%• Painting & Finishing Crafts: 31%• Floral Crafts: 19%
Projected Base: 110 Mi llion US Households
Incidence of Crafting By Category
Data based on 12 months ending September 30, 2007
© 2010 Craft & Hobby Association. All rights reserved.
Data based on 12 months ending December 31, 2010 Projected Base: 63 Million Total US Crafting Households
Top Sources for Project IdeasTop Sources for Project Ideas
8%
8%
8%
17%
18%
21%
22%
25%
27%
29%
41%
46%
In-store demonstrations
Classes
School
Project sheets
Craft shows
TV
Store displays
Catalogs
Internet
Books
Magazines
Family/friends
Family/Friends and magazines are the pre-eminent sources for new project ideas.