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Weight Variable = Weighting, Confidence Level = 95%

	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%

	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%

	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%

	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%

	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%

	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%

	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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