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(Transportation-News.com, May 14, 2016 ) There is a core audience of arts and crafts consumers, generally women aged 18-34. Yet marketers have plentiful opportunities to attract new audiences. Parents, younger men, unskilled crafters and consumers selling arts and crafts online are just some examples. Marketers can engage with and increase their share of consumers by understanding the specific needs of these individuals.
This report looks at the following areas:
How has the expanded role of the internet changed crafting landscape?
Are there any unique ways to stand out among parents?
How can marketers help expand the core audience?
How can marketers engage with less “serious” crafters?
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The arts and crafts market has historically served a niche audience of mostly young women and more dedicated crafters: those who craft frequently, have a wide repertoire of activities, and consider themselves highly skilled. However, many opportunities exist to cast a wider net and attract more a typical audiences who exhibit basic interest in crafting. The implication is that new audiences are opening up for marketers; young men and homeowners might find and share arts and crafts ideas online, for example. The core audience of arts and crafters is also changing as the rise of Etsy has helped many dedicated crafters open a small business of their own. Marketers who can meet these new needs of the changing arts and crafts audience have an opportunity to engage with a large and growing market.
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Table of Content
Scope and Themes
What you need to know
Definition
Data sources – consumer survey data
Abbreviations and terms
Executive Summary
62.5 million consumers made arts and crafts in 2012
Figure 1: The crafting community in the US, by type of craft, 2012
Participation in arts/crafts leisure hobbies increasing
Figure 2: Numbers of consumers participating in select arts/crafts leisure activities/hobbies, 2009-13
Young women are the core arts and crafts consumer
Figure 3: Arts and/or crafts made in the last 12 months, by gender and age, October 2013
Parents twice as likely as the average to make arts and crafts
Figure 4: Types of art and crafts made in the last 12 months, by parents with children and age, October 2013
One third of crafters make crafts six or more times per year
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