cha attitude & usage study update: 12 mo. ending 12/31/10 ... · woodworking other general...

© 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


Understanding The Results


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


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


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


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




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



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


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)



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


Average Number of Projects Average Number of Projects -- By Crafting CategoryBy Crafting Category


Sales for Woodw orking far surpass an y other craft segment. Drawing and Food Crafting are also large segments.



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)


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


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


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.

cha attitude & usage study update: 12 mo. ending 12/31/10 ... · woodworking other general...

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