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Craft intelligence

Julie Bonnar reports back from the recent presentation of Immediate Media's biennial Craft Intelligence research

Julie Bonnar reports back from the recent presentation of Immediate Media's biennial Craft Intelligence research

Craft Intelligence is a biennial research programme of British female crafters, which launched in 2007 and was acquired by Immediate Media Co in 2014. Craft Intelligence celebrated the release of its 2017 findings with two launch events in London and Birmingham last month.

The results revealed that the UK crafting market is now worth £5.4 billion each year. Per month this equates to £450 million and £25 per crafter, which is good news for craft retailers.

Now in its 10th year, the research programme has surveyed more than 6,000 women, and seen craft participation increase from 13.1m to 18.1m, and notes that 6.3m UK women try a new craft each year on average, with knitting in the top three crafts over the whole of that time period.

Findings show the instance of multi-crafting has increased by one million crafters since 2015, with more crafters multi-crafting than not. And the average crafter spends £25 per month on craft materials and equipment, with the under 35s spending the most in total each month.

The 2017 results reveal that 68 per cent of British women (18.1m of them) have crafted in the last 12 months. A third of women in the UK have tried a new craft in the last 12 months - driven by an uptake in craft from the younger generation. An interesting fact is that older crafters have started to bridge the gaps seen in 2015 when it comes to engaging with digital content - 73 per cent of the over 55s access the internet once a day compared to 40 per cent in the 2015 research.

Andy Marshall, Group Managing Director at Immediate Media Co said, "This year marks a big step forward both for Craft Intelligence, and for the craft industry itself. We've invested in expanding the survey so that for the very first time we now have participation and spend data from the same data set delivering the most robust survey of the UK market ever. The Craft Intelligence research has become an invaluable tool for any business operating in the UK craft market. The insights that this groundbreaking research provides into market trends, spend and sources of inspiration are critical to good business planning, and are simply not available anywhere else. This research is integral to our craft operations here at Immediate Media Co and has been a major factor in creating our fantastic, market-leading portfolio."

Immediate Media shared 10 insights into the craft market:

1.Two thirds of UK women have crafted in the last year

2. Craft participation among the younger generation has seen an increase in recent years

3. Colouring is at number one in terms of participation and is the one most likely to be carried out alongside other crafts

4. Crafting peaks arise when women have more time, such as retiring as well as triggered by key events such as having children and getting married

5. The average crafter spends £25 per month on craft materials and equipment, with the under 35s spending the most in total each month

6. Those multi-crafting has increased by 1 million crafters since 2015, with more crafters choosing to multi-craft than not

7. One in two women have a craft hobby, with likelihood increasing with age

8. A third of women have tried a new craft in the last 12 months, driven by the younger generation

9. Older crafters have started to bridge the gaps seen in 2015 when it comes to engaging with digital content

10. Nearly half of crafters are influencers (meaning they talk about products, have knowledge or are extremely likely to convince others about crafts)


The full report with key findings is available and if you wish to purchase, you can contact Penny Stokes, Group
Advertising Sales Manager, on +44 (0)1173 008 206 or email penny.stokes@immediate.co.uk.

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