Albany, NY -- (ReleaseWire) -- 04/01/2014 -- 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.
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Table of Content
Scope and Themes
What you need to know
Data sources – consumer survey data
Abbreviations and terms
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
Figure 5: Frequency of making art and crafts, October 2013
Majority of consumers make arts and crafts from scratch
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Issues and Insights
How has the expanded role of the internet changed crafting landscape?
The implication: online resources allow marketers to cater directly to specific needs
Are there any unique ways to stand out among parents?
The implication: marketing to parents should focus on how crafting is good for them
How can marketers help expand the core audience?
The implication: there are multiple opportunities to attract less common audiences
How can marketers engage with less “serious” crafters?
Insight: consumers are eager to learn
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