Industry Information - Consumer Statistics

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					Industry Information - Consumer Statistics
NAMTA Consumer Survey                                                    4. How often do you purchase art supplies? (Respondents
Southeastern U.S. Market                                                 were given four categories from which to choose)

NAMTA staff conducted this survey over several days during a                            Total      Professional   Art Student     Hobbyist
                                                                                                   Artist/Art
consumer arts show in North Carolina. A total of 273 surveys were                                  Teacher
completed, of which 260 (95%) were usable.
                                                                          Daily         1%         2%             0%              0%
1. Of the following categories, how would you describe                    Weekly        16%        28%            16%             7%
yourself? (Even though respondents were requested to check only           Monthly       51%        61%            46%             46%
one, some respondents checked more than one answer. In these cases,
                                                                          Every 6       25%        8%             35%             33%
they were categorized by the highest category. For example, if someone    Months
checked Art Student and Hobbyist, they were considered an Art Student.
                                                                          Yearly        7%         1%             3%              14%
Also, almost everyone who rated himself or herself as a Professional
Artist also rated himself or herself as an Art Teacher. And there were   Analysis: Over half (51%) of respondents purchase art materials at
a very limited number of respondents who checked only Art Teacher;       least monthly. Another quarter (25%) only purchase every six months.
therefore, Professional Artist and Art Teacher were summarized           Professional artists/art teachers have the highest incidence of monthly
together.)                                                               purchases (61%), with 30% making purchases either daily or weekly.
                                                                         Art students make most of their purchases on a monthly basis (46%),
                             Number             Percent                  but a total of 81% of their purchases are made either monthly or every
 Professional Artist/        86                 33%                      6 months. Hobbyists had the highest shopping pattern of only yearly
 Art Teacher
                                                                         at 14%.
 Art Student                 70                 27%
                                                                         5. How much do you spend annually on art supplies?
 Hobbyist                    104                40%
                                                                         (Respondents were given eight categories from which to choose)
 Total                       260                100%
                                                                                          Total    Professional Art Student       Hobbyist
Analysis: The largest group at this gathering was Hobbyists, (40%).                                Artist/Art
Professional Artists/Art Teachers comprised one-third (33%) of                                     Teacher
attendees.                                                                $0 - 100        13%      2%              18%            20%
2. What is your age? (Respondents were given four categories              $101-300        24%      10%             29%            33%
from which to choose)                                                     $301-500        22%      22%             24%            23%

                        25 or         26-35   36-45        Over 45        $501-800        10%      12%             10%            7%
                        Under                                             $801-1,000      9%       8%              8%             9%
 Professional           2%            5%      13%          80%            $1,001-1,500 9%          17%             5%             4%
 Artist/Art Teacher
                                                                          $1,501-3,000 8%          17%             5%             3%
 Art Student            23%           4%      15%          58%
                                                                          More than       5%       12%             1%             1%
 Hobbyist               1%            11%     10%          78%            $3,000
 Total                  7%            7%      12%          74%           Analysis: Looking at total respondents, the highest grouping (24%)
Analysis: Looking at total respondents, almost three-fourths (74%)       purchased between $101 - $300, with another 22% at $301 - $500.
were over 45 years of age. Art students were the youngest group with     Professional artists/art teachers had the highest expenditures, with
23% age 25 or under.                                                     22% of this group spending between $301 and $500 yearly, and a total
3. What is your gender?                                                  of 46% spending more than $1,001 each year. Hobbyists spent the
                                                                         least, with 53% spending $300 or less, which was a similar trend with
                             Male               Female                   art students who purchased less than $300 on an annual basis 47%.
 Professional Artist/        22%                78%
 Teacher
 Art Student                 13%                87%
 Hobbyist                    29%                71%
 Total                       23%                77%

Analysis: Of total respondents, 77% were female and 23% male. Art
students had the highest percentage (87%) female, and hobbyists had
the highest percentage of males with 29%.




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                                                                        Industry Information - Consumer Statistics




                                                                                                                                                  Information
                                                                                                                                                    Industry
6. What types of art supplies do you mostly purchase?                   8. Do you shop at one store or more than one store?
(This was an open-ended question. Respondents could write in any
                                                                                                 One Store               More Than One
product or description they desired; therefore, groupings had to be                                                      Store
created from what respondents provided)
                                                                         Professional Artist/    11%                     89%
                         Rank                    Percent                 Art Teacher

 Paints                  1/tied                  13%                     Art Student             12%                     88%

 Paper                   1/tied                  13%                     Hobbyist                14%                     86%

 Watercolors             2                       12%                     Total                   12%                     88%

 Other                   3                       11%                    Analysis: The majority of all respondents (88%) shop at more than
 Brushes                 4/tied                  10%                    one store. Hobbyists had the highest incidence of shopping at only one
 Canvas                  4/tied                  10%                    store (14%). Professional artists/art teachers ranked highest for shop-
 Oil Paints              5                       8%
                                                                        ping at different stores (89%).
 Colored Pencils         6                       6%                     9. What percentage of art supplies do you purchase via
 Frames                  7/tied                  4%                     the Internet? (Respondents were given six categories to check)
 Acrylic Paints          7/tied                  4%                                     Total      Professional Art Student      Hobbyist
                                                                                                   Artist/Art
Analysis: Paints and paper tied for first place at 13% each. When                                  Teacher
it came to paints, individuals often mentioned paints in general or
                                                                         0%             63%        53%            70%            66%
acrylic paints versus oil paints. When you take the percentage of oil
                                                                         Less than      24%        28%            16%            26%
paints, acrylic paints and paints in general and add them together,      25%
the category of paints is the leading category of purchases at 25%.
                                                                         26-50%         8%         8%             10%            6%
Watercolors were mentioned 12% of the time for second place, and the
“other” category came in third with 11% of responses. Items included     51-75%         3%         6%             4%             1%
in the “other” category included light boards, markers, equipment,       76-99%         1%         5%             0%             0%
metals and ceramics.                                                     100%           1%         0%             0%             1%

7. When purchasing supplies, what is important to you? Analysis: Looking at total respondents, almost one-third (32%) buy
(Respondents were given six categories to select; many selected more up to 50% of their art materials on the Internet. This is highest for
than one)                                                            professional artists/art teachers, of which 36% buy between 1% and
                                                                     50% of their art materials online. Another 11% of this group buys
              Total        Professional Art Student Hobbyist
                           Artist/Art
                                                                     between 51% and 99% of their art supplies on the Internet.
                             Teacher                                    10. What marketing programs would increase your
 Store            15%        11%           13%             20%          loyalty to one store? (Respondents were given five categories to
 Location                                                               check; some respondents checked more than one category)
 Brand            20%        22%           20%             19%
                                                                                       Total       Professional Art Student      Hobbyist
 Price            28%        30%           28%             28%                                     Artist/Art
 Value            21%        22%           24%             17%                                     Teacher
 Selection        15%        14%           15%             14%           Frequent      26%         32%            28%            20%
 Other            1%         1%            0%              2%            Buyer Card
                                                                         Advertised    49%         55%            43%            48%
Analysis: Looking at total respondents, the top answer was price         Discounts
(28%), followed by value (21%). For total respondents, store location    Classes       15%         6%             19%            19%
and selection were both at 15%, with brands at 20%. For professional
                                                                         Club          3%          1%             4%             3%
artists/art teachers, price and value were the most important consid-
                                                                         Other         7%          6%             6%             10%
erations at a combined 52%. This was the same percentage for art
students, whereas it was 45% combined for hobbyists. Hobbyists were     Analysis: Looking at total respondents, 49% said that advertised
the group that ranked store location (20%) the highest of all groups.   discounts would increase their loyalty to one particular store. A
                                                                        frequent buyer card program (26%) was next. The frequent buyer
                                                                        card program was most popular with professional artists/art teachers
                                                                        (32%), but 55% of this group said that advertised discounts would
                                                                        more likely bring them to one store. Art Students and Hobbyists were
                                                                        very close in favoring advertised discounts (43% and 48% respectively).
                                                                        Art students and hobbyists agreed at 19% that classes would make
                                                                        them loyal to one store.
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