CHA Hispanic Quantitative Research April 2007

1. CHA Hispanic Quantitative Research April 2007

2. Study Objectives Among other objectives, CHA wanted to update the following primary information from the 2003 study: • Which crafts do Hispanic crafters take part in? • How many and what projects did consumers participate in and complete in the past 12 months? • What are their craft projects used for (decorating, gifts, resale, etc.)? • Where do participants get their crafting ideas? • Where do they purchase craft supplies and how often do they shop? • How much do they spend in a typical year on craft supplies/services? • Do Hispanic crafters from all acculturation levels feel they need information in Spanish?

3. Methodology and Screening Criteria • A nationally representative sample of 1,004 interviews were conducted in key states within the four primary U.S. Census regions: • Northeast Region – 146 surveys • Includes representation from NY, NJ, PA, CT, MA • Midwest Region – 85 surveys • Includes representation from IL, IN, MI, OH • South Region – 352 surveys • Includes representation from TX, FL, GA, NC, TN, VA • West Region – 421 surveys • Includes representation from CA, AZ, NM, CO, WA, NV, OR • Interviewing was conducted January 18 – February 23, 2007 via telephone, 7 days a the week, primarily during afternoon/evening hours. Average interview length was 20 minutes. Interviewers were completely bilingual to allow respondent to complete interview in the language of their choice. • Respondents were qualified by these screening requirements: • Self-identified Hispanic, Age 18+ • Head of household • Participate in craft or hobby activities - answer “yes” to the following: • Thinking about how you like to spend your free time ... do you engage in any craft or hobby activities at least once a year or more often? Please think of crafts where you make, design, or assemble projects by hand rather than hobbies like collecting postal stamps or coins.

4. Analytical Notes • Sample is geographically representative and does not require weighting. Not all 50 U.S. states are included in the sample plan, excluding those with lower, overall Hispanic population. Regional totals, however, are proportionally representative to U.S. Hispanic population. • Statistically significant differences – where mentioned – were calculated at the 95% level of confidence. • Statistically significant differences are noted on graphics with a red oval: which indicates that the value is significantly higher than at least one other value. • Data tables use a letter notation where the letter(s) next to the value indicates that the value is significantly higher than the value in the column with the corresponding letter(s). • The total sample of 1,004 has a margin of error of +/- 3.1 percentage points at 95% confidence. • The base of 146 for the Northeast region has a margin of error of +/- 8.1 percentage points at 95% confidence. • The base of 85 for the Midwest region has a margin of error of +/- 10.6 percentage points at 95% confidence. • The base of 352 for the South region has a margin of error of +/- 5.2 percentage points at 95% confidence. • The base of 421 for the West region has a margin of error of +/- 4.8 percentage points at 95% confidence. • Where referenced, 2003 results are based on weighted data and come from surveys completed in 5 major U.S. Hispanic markets – LA, Miami, NY, Chicago, San Antonio. When comparing 2003 results, these differences in sample should be considered. Besides geography, the only other difference in screening criteria was that the 2003 study required that respondents had been living in the U.S. for at least 12 months (systematically excluding the “newly-arrived”).

5. Acculturation Groups Acculturated and Partly Acculturated:They are primarily English speakers and consumers of English media.  They are generally 3rd generation or higher without much direct contact to their home country.  They value traditions, particularly eager to reconnect to parents/grandparents traditions.  They are most likely to have attained higher education and income.  They are more likely to be mobile (move to other parts of the country for jobs, etc) and have fewer children than their less acculturated counterparts.  They may have greater emphasis on their heritage, cultural pride - sometimes retro-acculturating - given that they are in the full stages of acculturating and possible assimilation for future generations. Bicultural:They are living in two worlds - perfectly comfortable in 2 languages and 2 cultures.  They are a small group, as most will fall to either side of the acculturation continuum.  They speak both English and Spanish equally and consume media in both languages.   They tend to have spent  at least some of their formative years in the U.S. and may have attended at least some school here.  They play a critical role in their family as a link between the less acculturated members of their family and the 'outside world'.  They have cultural pride but may take it in stride as they move toward first stages of acculturation.  Unacculturated and Partly Unacculturated:This group consists primarily of Spanish speakers and consumers of Spanish media.  They are generally first generation immigrants with continual contact to the home country, perhaps planning to return there someday.  They strongly value traditions but also expect to be able to learn the American 'way of life' particularly for their children.  Traditions, especially religious and family, are honored throughout the family.  They are likely to be almost exclusively in a homogenous social circle, mostly family/extended family from their home country.  They tend to have lower incomes and less formal education.

6. Executive Summary

7. Executive Summary About half of Hispanics age 18+ participate in some craft/hobby: • Three-fourths are female • Average age is 47 years old • Average household income is $35,900 • 53% are unacculturated; 16% bi-cultural; 31% at least partly acculturated • 88% speak Spanish very well or well • 54% speak English very well or well • 26% were born in the U.S. and have lived in the U.S. an average of 20+ years • 44% are Mexican-born KEY FINDING: The incidence of Hispanic crafters is consistent with the 50% discovered in the 2003 study.

8. Executive Summary Hispanic crafters reported a variety of craft activities as their “favorite”, the most predominant being: • Knitting (20%) • Woodworking (8%) • Cross-stitch / Embroidery (8%) • Woodworking (8%) • Cake decorating (7%) • Crocheting (7%) • Art & Drawing (7%) • Floral arranging (6%) • Home décor / Decorative painting (6%) • Apparel / fashion sewing (5%) KEY FINDING: Compared to the 2003 study, there was a dramatic increase for knitting as favorite (20% vs. 7% in ’03). Conversely, a significant decrease occurred in Art/Drawing, dropping from 15% in ’03 to 7% in this study, as well as for Floral arranging (going from 11% in ’03 to 6% in 2007).

9. Executive Summary Total involvement in craft categories varies dramatically by acculturation: • Involvement in Needlecrafts increases dramatically as acculturation decreases. • Involvement in General Crafts (including woodworking, cake making, etc) increases significantly as acculturation increases. • Biculturals are more likely than either unacculturated or acculturated to be involved in Floral Crafts. KEY FINDING: Interest in crafts that have never been tried is high (at least 1 in 5 say they are very interested) for the following: • Sewing Crafts (especially among the unacculturated) • Scrapbooking (across all acculturation groups) • Floral Crafts (especially among the unacculturated) • Cake decorating (especially among the unacculturated)

10. Executive Summary Although number of projects completed is similar to 2003 results, Hispanic crafters may be spending more, on average, in a typical year: • The average dollars spent was significantly higher in this study ($413 vs. $185 in 2003). • The acculturated reported average annual spending at a rate nearly 3 times the average reported by the unacculturated ($638 vs. $240). There was also a dramatic shift in the types of stores they shop at for craft supplies compared to 2003 results: • Dramatic and significant decreases occurred for shopping at flea markets/craft fairs, drugstore/supermarkets, housewares/home goods, and magazine/mail order. • Dramatic and significant increases occurred for shopping at discounters like Wal-mart/K-mart/Target and Craft chains like Michaels/Hobby Lobby as well as Hardware like Home Depot and Fabric like Joann. KEY FINDING: Retail has essentially dethroned the flea market. The discount stores and craft chains have captured more than half of the shoppers in this segment. Meeting their needs will keep them coming back for more. Those needs are discussed in the importance and behavioral ratings section.

11. Executive Summary Sources for craft ideas are still reported to come primarily from the crafter herself or himself. Otherwise, the primary sources of ideas are: • Magazines (likely trade magazine, craft-specific magazines) • Books • TV / DVD / Video (particularly among the acculturated) • Compared to 2003 results, some new sources of ideas surfacing in this study were: • Catalogs • In-store displays and demonstrations • Internet resources (particularly among the acculturated) End-uses of craft activities that are predominant, and significantly higher than even the 2003 study showed: • Keep them: 54% overall, and significantly higher among the unacculturated (66% versus only 42% of the acculturated). • Decorate the home: 47% overall, again significantly higher among the unacculturated (51% versus only 30% of the acculturated) KEY FINDING: Very few sell their crafts or enter them in competitions/contests, so those kinds of promotions, in-store or otherwise, may be ineffective. Rather, showing crafts as means of personal satisfaction and enhancing their homes should be effective.

12. Opportunities for CHA • Opportunity for growth overall exists, since one-half of adult Hispanics are estimated to be non-crafters. • Opportunity for growth exists with male Hispanics since three-fourths of qualified respondents were female. • These opportunities can be leveraged by communicating the following strengths of crafting expressed by current Hispanic crafters (which resonate across all acculturation groups): • It is relaxing and makes you feel better • You can express, discover, explore your personal creativity • It can provide an escape (although Hispanic crafters are not generally seeking “alone time”). The “escape” or “quiet time” can be effective and culturally relevant portrayed with children, spouses, or other adult friends participating with crafters. • Despite the representation from all acculturation groups, nearly 9 in 10 respondents overall reported that they speak Spanish very well or well (and 4 of 5 said they read Spanish very well or well). Spanish-language advertising could, therefore, be effective in communicating to the more Spanish-dependent without alienating English-speaking, acculturated Hispanics (who will be exposed to general market advertising any way). • The more language-dependent are typically less acculturated, and may be positively driven by the following: • Crafting connects them to their culture and family traditions • Retailers who provide craft info in Spanish language • Provides opportunities to spend time with people, family, groups, individuals with like interests • Provides money-saving opportunities when creating gifts, home décor, etc.

13. Opportunities for CHA • Retailers can reach out better to Hispanic crafters by: • Emphasizing and providing helpful, responsive, knowledgeable staff in stores to help answer questions about the most popular craft activities. • Where possible, assure that a representative number of store employees are Spanish-speaking. This accomplishes two purposes: • Provides needed help in Spanish language • Communicates to Hispanic consumers that the retailer cares about them and is addressing their unique needs. • Making craft info available in Spanish, as well as doing some targeted Spanish-language advertising that communicates this.

14. Opportunities For:

15. Demographic Profile - Hispanic Crafters -

16. Demographic Profile of National Sample of Hispanic Crafters

17. Demographic Profile of National Sample of Hispanic Crafters

18. Respondents’ Country of Birth by Region

19. Detailed Report - Craft Involvement -

20. Incidence of Hispanic Crafters By Region In 2003, the sample included crafters and non-crafters, revealing a virtual 50/50 split when allowed to fall naturally. The 2007 study included only crafters, but according to disposition reports which track otherwise qualified Hispanics who were disqualified because they were non-crafters, the following reveals that the 50/50 split still exists among Hispanics. The lowest incidence of crafters occurred in the Northeast region (45%). Q.S7. Thinking about how you like to spend your free time ... do you engage in any craft or hobby activities at least once a year or more often? Please think of crafts where you make, design, or assemble projects by hand rather than hobbies like collecting postal stamps or coins.

21. Favorite Craft or Hobby – Needlecrafts / General / Paper Crafts Q.1. What is your favorite craft or hobby activity? Again, please think of crafts where you make, design, or assemble projects by hand rather than hobbies like collecting postal stamps or coins.

22. Favorite Craft or Hobby – Painting / Sewing / Floral Q.1. What is your favorite craft or hobby activity? Again, please think of crafts where you make, design, or assemble projects by hand rather than hobbies like collecting postal stamps or coins.

23. Favorite + Other Unaided Mentions – Needlecrafts / General / Paper Crafts Q.1. What is your favorite craft or hobby activity? Again, please think of crafts where you make, design, or assemble projects by hand rather than hobbies like collecting postal stamps or coins. Q.2. Are there any other craft or hobby activities that you like to do?

24. Favorite + Other Unaided Mentions – Painting/Sewing/Floral Q.1. What is your favorite craft or hobby activity? Again, please think of crafts where you make, design, or assemble projects by hand rather than hobbies like collecting postal stamps or coins. Q.2. Are there any other craft or hobby activities that you like to do?

25. Favorite Craft In Broad Categories By Acculturation Some interesting differences are revealed when looking at favorite craft activity by acculturation. The unacculturated are more likely to do needlecrafts, the acculturated are more likely to do general crafts, and the bicultural were dominant in the floral category. Q.1. What is your favorite craft or hobby activity? Again, please think of crafts where you make, design, or assemble projects by hand rather than hobbies like collecting postal stamps or coins.

26. Favorite + Other Unaided Mentions Of Categories By Acculturation These results are similar for the favorite craft results by acculturation, further emphasizing the tendency for the unacculturated to practice needlecrafts and the interesting presence of biculturals in the floral category. Q.1. What is your favorite craft or hobby activity? Again, please think of crafts where you make, design, or assemble projects by hand rather than hobbies like collecting postal stamps or coins. Q.2. Are there any other craft or hobby activities that you like to do?

27. Total Category Participation (Aided Responses Included) By Region The percentages below reflect a combination of unaided (favorite and others) and aided responses. Those who had not mentioned a craft or craft category in the unaided (favorite and others) were asked if they had ever done each craft listed below. Needlecrafts remain the most commonly practiced craft, followed by sewing. Candle making and beading/jewelry making are the least common. Q.1. What is your favorite craft or hobby activity? Again, please think of crafts where you make, design, or assemble projects by hand rather than hobbies like collecting postal stamps or coins. Q.2. Are there any other craft or hobby activities that you like to do? Q.18. I'm going to read you a list of craft activities in which you might participate and ask you if you have ever participated in each craft.

28. Total Category Participation (Aided Responses Included) By Acculturation The percentages below reflect a combination of unaided (favorite and others) and aided responses. Those who had not mentioned a craft or craft category in the unaided (favorite and others) were asked if they had ever done each craft listed below. The unacculturated appear to be significantly more involved than the acculturated in needlecrafts. The acculturated, however, are significantly more likely than the unacculturated to be involved in every other category shown below except for relative parity in floral crafts and cake decorating. Q.1. What is your favorite craft or hobby activity? Again, please think of crafts where you make, design, or assemble projects by hand rather than hobbies like collecting postal stamps or coins. Q.2. Are there any other craft or hobby activities that you like to do? Q.18. I'm going to read you a list of craft activities in which you might participate and ask you if you have ever participated in each craft.

29. Top 5 Categories by Region and Acculturation Based on Total Participation Q.1. What is your favorite craft or hobby activity? Again, please think of crafts where you make, design, or assemble projects by hand rather than hobbies like collecting postal stamps or coins. Q.2. Are there any other craft or hobby activities that you like to do? Q.18. I'm going to read you a list of craft activities in which you might participate and ask you if you have ever participated in each craft.

30. Interest In Craft Participation Among Those Who Do Not Currently Participate Despite its overall popularity, needlecrafts did not garner much interest among those who do not already practice it. Sewing crafts, however, not only have high overall current participation, but also captured the most interest among those who do not participate in them. As noted, the unacculturated express significantly more interest in several categories. Results across regions were generally consistent. 47% Interest significantly higher among the most unacculturated 47% 46% Interest decreases significantly as acculturation increases 45% Interest decreases significantly as acculturation increases Do not currently participate in: 43% 42% Interest significantly higher among the most unacculturated 40% Interest decreases significantly as acculturation increases 40% Interest significantly higher among the bicultural 34% Q.19. How interested would you say you are in trying:

31. Craft Behaviors

32. Number of Projects Done In Typical Year By Region Hispanic crafters in the Northeast reported doing more projects in a year while those in the Midwest do the fewest. The proportions of Light, Moderate, and Heavy Crafters nearly mirror the 2003 results. Heavy Crafter Light Crafter Moderate Crafter Q.3. About how many craft or hobby activities would you say you do in a typical year? Would you say...

33. Number of Projects Done In Typical Year By Acculturation The most Unacculturated Hispanic crafters tended to be less active in terms of number of projects done in a typical year. Heavy Crafter Light Crafter Moderate Crafter Q.3. About how many craft or hobby activities would you say you do in a typical year? Would you say...

34. Avg. Num. of Projects Done Past 12 Months By Region Hispanic crafters reported an average of 18 projects completed in the past 12 months, and as many as 25 from crafters in the Midwest region. This is similar to 20.1 average projects reported by Hispanic crafters in 2003. Q.6. How many craft projects would you say were made by you or other members of your household in the past 12 months?

35. Avg. Num. of Projects Done In Past 12 Months By Acculturation The most Unacculturated Hispanic crafters tended to be less active in terms of number of projects done in a typical year. Q.6. How many craft projects would you say were made by you or other members of your household in the past 12 months?

36. Avg. Num. Hours Spent Crafting In Typical Week By Region Hispanic crafters reported spending an average of 7 to 8 hours crafting in a typical week – very consistent results across geographic regions. This equates to about an hour a day, on average. Q.7. Approximately how many hours do you spend working on crafts or hobbies in a typical week?

37. Avg. Num. Hours Spent Crafting In Typical Week By Acculturation The most Acculturated Hispanic crafters reported a significantly higher average number of hours spent in a typical week doing crafting activities. Q.7. Approximately how many hours do you spend working on crafts or hobbies in a typical week?

38. Self-Evaluation Level of Expertise By Region Overall, most Hispanic crafters consider themselves to be Intermediates. It was not surprising that crafters in the Northeast (most likely to reported doing 10+ projects in a year) are also most likely to consider themselves “experts”. Q.4. Which of the following best describes your ability when it comes to the crafts you participate in?

39. Self-Evaluation Level of Expertise By Acculturation The most Unacculturated Hispanic crafters were most likely to consider themselves “beginners” in their crafting interests. Q.4. Which of the following best describes your ability when it comes to the crafts you participate in?

40. How Long Involved In Favorite Craft By Region Nearly half (45%) of Hispanic crafters reported doing their favorite craft for more than 15 years. In the 2003 study, only 39% of Hispanic crafters had been involved in their favorite craft for more than 15 years – a significant difference. Q.5. How many years would you say you have been involved in your favorite craft activity…

41. How Long Involved In Favorite Craft By Acculturation The most Acculturated Hispanic crafters were most likely to have been involved in their favorite craft for more than 15 years – 60% of that group. Q.5. How many years would you say you have been involved in your favorite craft activity…

42. How Often Others Participate With Crafter By Region Hispanic crafters are most likely to include their younger children in craft activities and projects, especially those who live in the West region (40%). Percent who said “once in awhile” or “every time” Q.8. Please tell me how often the following individuals participate in craft projects with you, every time, once in awhile, or never.

43. How Often Others Participate With Crafters By Acculturation The acculturated Hispanic crafter was significantly more likely to include other adult friends. In fact, with the exception of their own children, the unacculturated were significantly less likely than the acculturated to include others in their crafting activities. Percent who said “once in awhile” or “every time” Q.8. Please tell me how often the following individuals participate in craft projects with you, every time, once in awhile, or never.

44. What Crafters Do With Finished Projects By Region Hispanic crafters are most likely to either keep their projects or use them to decorate their homes. 1 in 3 use them as gifts and about 1 in 10 sell them. These results are consistent with the 2003 results with the exception that more crafters appear to be keeping projects (54% vs. 45% in 2003) and/or decorating homes (47% vs. 42% in 2003). Percent who said “almost every time” or “every time” Q.9. I'd like to know what you typically do with your finished craft projects. How often would you say you ___ every time, almost every time, once in awhile, or never.

45. What Crafters Do With Finished Projects By Acculturation The unacculturated were more likely than the acculturated to decorate their homes and keep their projects. The acculturated were, on the other hand, more likely to give their projects away as gifts. Percent who said “almost every time” or “every time” Q.9. I'd like to know what you typically do with your finished craft projects. How often would you say you ___ every time, almost every time, once in awhile, or never.

46. Where Hispanic Crafters Get Ideas For Projects By Region Crafters themselves are still their own best source of inspiration for ideas, but that proportion has decreased significantly since 2003. Other significant decreases occurred for magazines and craft store employees. Sources of inspiration on the rise, however, included catalogs, store displays and demos, as well as the internet. Q.10. Where do you usually get your ideas for a craft project?

47. What Hispanic Crafters Get Ideas For Projects By Acculturation The unacculturated were significantly more likely to rely on their own ideas compared to the acculturated. They were, however, less likely to use magazines, TV/DVD/Video, and the Internet. Results for most common idea sources with statistically significant differences Q.9. I'd like to know what you typically do with your finished craft projects. How often would you say you ___ every time, almost every time, once in awhile, or never.

48. Craft Behavioral Statements - Strongly Agree (Total Sample) Hispanic crafters agree strongly that engaging in crafts helps them relax. Midwest region crafters are least likely to enjoy shopping for craft supplies. Northeast region crafters are most desirous of finding more info on their craft. Q.15. I'm going to read you some statements and for each one, I'd like you to tell me whether you agree or disagree with that statement as it applies to you personally.

49. Craft Behavioral Statements - Strongly Agree (Total Sample) About one in four Hispanic crafters have strong interest in joining a club/group. This may be due to the fact that only about one in three have friends who engage in the same crafting activities as they do. Q.15. I'm going to read you some statements and for each one, I'd like you to tell me whether you agree or disagree with that statement as it applies to you personally.

50. Craft Behavioral Statements By Region - Strongly Agree Hispanic crafters agree strongly that engaging in crafts helps them relax. Midwest region crafters are least likely to enjoy shopping for craft supplies. Northeast region crafters are most desirous of finding more info on their craft. Q.15. I'm going to read you some statements and for each one, I'd like you to tell me whether you agree or disagree with that statement as it applies to you personally.