What kind of a crafter are you? The Craft & Hobby Association's 2005 Attitude and Usage Study identified six particular cluster groups that account for millions of crafters.

Enthusiasts

• 7.4 million households

• 12 percent of crafting households

• Account for 25 percent of all craft sales

• Participate in all types of crafts, nine categories on average, including: home decor sewing (62 percent); apparel/fashion sewing (58 percent); scrapbooking/memory crafts (52 percent); cross-stitch/embroidery (45 percent); card-making (44 percent); home decor painting (44 percent); beading and bead crafts (41 percent); art and drawing (38 percent).

Social scrapbookers

• 12.9 million households

• 21 percent of crafting households

• Account for 22 percent of craft sales

• Participate in scrapbooking/memory crafts (87 percent) and card-making (37 percent). This group represents 73 percent of all scrapbookers and 52 percent of all card-makers. They tend to have above-average income and education, be married and are the youngest segment overall.

Home decorators

• 11.1 million households

• 18 percent of crafting households

• 15 percent of craft sales

• Participate in painting and finishing crafts (39 percent); home decor painting (30 percent); woodworking (21 percent). Tend to participate in no more than two crafts. This is the segment with the highest proportion of male crafters. This groups represents 42 percent of all woodworkers.

Stitch and gifters

• 16.4 million households

• 26 percent of crafting households

• 14 percent of craft sales

• Participate in needle crafts, including: crocheting (47 percent); cross-stitch/embroidery (45 percent); and knitting (31 percent). This group represents 48 percent of all crocheters and 49 percent of all knitters. They tend to participate in no more than two crafts and tend to be older than average.

Floral fanatics

• 7.1 million households

• 12 percent of crafting households

• 14 percent of craft sales

• Participate in floral crafts such as floral arranging (86 percent) and wreathmaking/floral accessories (42 percent).

Sew prouds

• 7.1 million households

• 11 percent of crafting households

• 10 percent of craft sales

• Participate in sewing crafts, including: quilting (60 percent) and apparel/fashion sewing (51 percent). This group represents 50 percent of all quilters. Tend to be older than average.


Source: Ipsos-Insight survey for Craft & Hobby Association