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Age
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16 to 34
35 to 49
50 to 64
65 and over
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Attitude to risk
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Be prepared to take a risk with a less well-known maker
Take a limited risk without necessarily knowing the maker but their work has been recommended
Would avoid taking risks by only buying work by known names
Not asked
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Bought craft online
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Yes
No
Not asked
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Collector
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Yes
No
Not asked
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Country
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England
Wales
Scotland
Northern Ireland
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Craft Segment
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Rejectors
Low level traditional
Nascent buyer
New entrant
Gen Z Mainstream
Millennial Mainstream
Mature Mainstream
Early Mainstream
Adventurer
Proto-collector
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Culture Segment
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Essence
Expression
Affirmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Not asked
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Disability
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No disability
Limiting disability
Non-limiting disability
Prefer not to say
Not asked
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Educational attainment
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Degree
Non-degree
Prefer not to say
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Employment sectors
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Arts/Creative/Design
Non-arts
Prefer not to say
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Ethnicity
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White
Mixed
Asian
Black
Other
Prefer not to say / Don't know
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Gender
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Male
Female
Non-binary
I describe my gender in another way
Prefer not to say
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Interest in workshops
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Definitely would
Probably would
Possibly would
Probably wouldn't
Definitely wouldn't
Don't know/can't say
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Involvement with craft
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Vocational
Non-Vocational
No interest or involvement
Not asked
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Single value slider: No "All"
Knowledge of craft
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Specialist
General
Little or no knowledge
Not asked
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Market breakdown
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Buyer
Potential buyer
Rejector
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Region
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East of England
East Midlands
London
North East
North West
South East
South West
West Midlands
Yorkshire and the Humber
Wales
Scotland
Northern Ireland
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Types of craft bought ever
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Ceramic
Glasswork
Woodwork
Jewellery
Textiles
Metalwork
Any other type of craft
None of these
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Types of craft bought in past 2 years
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Ceramic
Glasswork
Woodwork
Jewellery
Textiles
Metalwork
Any other type of craft
None of these
Checkboxes
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Checkboxes: No 'Select All'
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Single value slider: No "All"
Filtered Variables
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
URL
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Feedback survey
URL
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Feedback survey
URL
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Feedback survey
URL
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Feedback survey
URL
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Feedback survey
URL
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Feedback survey
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Feedback survey
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Weight Variable = Weighting, Confidence Level = 95%
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Market breakdown
Total
Buyer
Potential buyer
Rejector
Market breakdown
Sample Size
6,067
4,453
939
676
Buyer
73%
100%
0%
0%
Potential buyer
15%
0%
100%
0%
Rejector
11%
0%
0%
100%
Craft Segment
Sample Size
6,067
4,453
939
676
Rejectors
11%
0%
0%
100%
Low level traditional
3%
4%
2%
0%
Nascent buyer
15%
0%
98%
0%
New entrant
23%
31%
0%
0%
Gen Z Mainstream
5%
7%
0%
0%
Millennial Mainstream
12%
17%
0%
0%
Mature Mainstream
8%
12%
0%
0%
Early Mainstream
11%
15%
0%
0%
Adventurer
4%
6%
0%
0%
Proto-collector
6%
8%
0%
0%
Weight Variable = Weighting, Confidence Level = 95%
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Market breakdown
Total
Buyer
Have you ever bought any original handmade crafts?
Sample Size
4,453
4,453
Yes, I have bought in the past two years
71%
71%
Yes, I have bought but over two years ago
29%
29%
No, I've never bought any original handmade craft
0%
0%
Weight Variable = Weighting, Confidence Level = 95%
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Market breakdown
Total
Buyer
Potential buyer
Which of the following types of craft objects would you consider buying in the future?
Sample Size
5,392
4,453
939
Ceramics
82%
90%
45%
Glass
81%
87%
52%
Wood
82%
88%
54%
Jewellery
80%
86%
48%
Textiles
71%
80%
26%
Metalwork
65%
73%
26%
Basketry
42%
47%
16%
Furniture
65%
70%
38%
Paper
40%
46%
13%
Craft made from other materials e.g. plastic or resin
50%
56%
18%
None of these
2%
2%
2%
Weight Variable = Weighting, Confidence Level = 95%
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Market breakdown
Total
Buyer
Potential buyer
Which, if any, of the following activities have you done in your spare time in the past 12 months?
Sample Size
5,392
4,453
939
Painting, drawing, printmaking or sculpture
19%
21%
10%
Photography as an artistic activity (not family or holiday snaps)
16%
18%
7%
Made films or videos as an artistic activity (not family or holiday videos)
6%
6%
3%
Used a computer to create original artworks or animation
9%
10%
4%
Textile crafts such as embroidery, crocheting or knitting
20%
22%
10%
Wood crafts such as wood turning, carving or furniture making
8%
9%
3%
Other crafts such as calligraphy, pottery, mosaics, metalwork or jewellery
11%
13%
4%
None of these
50%
45%
71%
Weight Variable = Weighting, Confidence Level = 95%
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Market breakdown
Total
Buyer
Potential buyer
If you were thinking about buying a piece of art or craft, which of these best describes you? I would…
Sample Size
5,392
4,453
939
Be prepared to take a risk with a less well-known maker
40%
41%
32%
Take a limited risk without necessarily knowing the maker but their work has been recommended
43%
42%
50%
Would avoid taking risks by only buying work by known names
17%
16%
19%
Weight Variable = Weighting, Confidence Level = 95%
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Market breakdown
Total
Buyer
Potential buyer
Age
Sample Size
5,392
4,453
939
16 to 34
32%
32%
28%
35 to 49
26%
26%
26%
50 to 64
22%
22%
24%
65 and over
20%
19%
22%
Weight Variable = Weighting, Confidence Level = 95%
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Market breakdown
Total
Buyer
Potential buyer
Which, if any, of the following have you used in the past month?
Sample Size
5,392
4,453
939
Facebook
71%
72%
67%
Twitter
34%
35%
30%
LinkedIn
16%
17%
10%
Foursquare
1%
1%
0%
Snapchat
18%
19%
13%
Spotify
24%
26%
17%
iTunes
15%
16%
8%
YouTube
68%
70%
60%
Vimeo
2%
3%
2%
HypeM
0%
0%
0%
Soundcloud
5%
5%
4%
TripAdvisor
32%
35%
20%
Pinterest
21%
23%
11%
Instagram
36%
38%
29%
Flickr
3%
3%
1%
Whatsapp
58%
59%
51%
Tumblr
3%
4%
1%
Periscope
1%
1%
1%
Reddit
8%
8%
6%
TikTok
4%
4%
2%
Twitch.tv
2%
3%
1%
None of these
6%
6%
10%
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Georgia
Microsoft Sans Serif
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8
8.5
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22
24
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72
Select table questions
Arial
Arial Unicode MS
Calibri
Cambria
Consolas
Courier New
Garamond
Georgia
Microsoft Sans Serif
Tahoma
Times New Roman
Verdana
8
8.5
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24
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32
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48
72
Select table questions
Arial
Arial Unicode MS
Calibri
Cambria
Consolas
Courier New
Garamond
Georgia
Microsoft Sans Serif
Tahoma
Times New Roman
Verdana
8
8.5
9
10
11
12
14
16
18
20
22
24
26
28
30
32
36
48
72
Select table questions
Arial
Arial Unicode MS
Calibri
Cambria
Consolas
Courier New
Garamond
Georgia
Microsoft Sans Serif
Tahoma
Times New Roman
Verdana
8
8.5
9
10
11
12
14
16
18
20
22
24
26
28
30
32
36
48
72
Select table questions
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URL
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URL
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Market breakdown
Buying behaviour
Buying interest
Participation
Psychographic profile
Demographic profile
Media consumption
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