In 2001, a benchmark survey found 21 percent of U.S. households had scrapbooked in the last 12 months. New results measured in Phase I of the 2004 SIA survey saw household participation rise to 24.5 percent -- or nearly one in every four households. In addition, the hobby has become more popular in all regions of the country, with the greatest growth occurring in the West North Central and Mountain regions. Furthermore, Western states continue to show the greatest participation with 25-31 percent of households participating in the hobby, while the East follows close behind with 21-25 percent.
"The new 2004 SIA survey absolutely confirms the amazing growth we've seen at Creating Keepsakes," said Mark Seastrand, publisher of the 8-year-old magazine. "With a dramatic 27.8 percent increase in annual sales in just three years, we believe the scrapbook industry is headed for continued high levels of growth. Scrapbookers are passionate about what they do, and some may even say the hobby is addictive."
The 2004 SIA survey was conducted in two parts: Phase I assessed the size and value of the industry, while Phase II created a comprehensive look at scrapbook enthusiasts' behavior. NFO World Group conducted Phase I in December 2003. Three scrapbooking-related questions were distributed to 40,000 households as part of a large general study; 65 percent of households responded. Phase II of the survey, conducted by Rose Market Research, targeted 2,500 households that were identified as scrapbooking households in order to create a consumer profile by querying them on their spending habits, supplies and resources used, time spent on the hobby, etc. Thirty-five percent of households responded.
According to the consumer profile created from Phase II results, scrapbookers are most likely to be females between the ages of 30 and 50. Eighty-two percent have a college education and nearly 50 percent are employed full time.
Additionally, the consumer profile identified three core market segments among scrapbookers: 1. the novice, 2. the intermediate and 3. the dedicated. According to Seastrand, the market share among these segments has shifted over the last three years. "Many of the novice scrapbookers have become intermediate or dedicated scrapbookers," he said. "In 2001, dedicated hobbyists made up just 24 percent of the total market. In 2004, they claim 43 percent."
Other significant trends of scrapbook enthusiasts identified in Phase II of the 2004 SIA survey are as follows:
-- Thirty-nine percent of scrapbookers have been involved in the hobby for more than five years, while about half have been involved for two to five years.
-- Scrapbookers are spending more time with the hobby. Currently, 51 percent spend at least 10 hours scrapbooking in a typical month compared to 37 percent in 2001.
-- Since 2001, the average value of scrapbook-related tools and supplies owned by scrapbook enthusiasts has increased by 80 percent to $1,853.
-- Currently a total of 76 percent of scrapbook enthusiasts have a space in their home for scrapbooking compared to 55 percent in 2001.
The "Scrapbooking in America" survey was the first national survey ever to focus on scrapbooking trends, demographics and spending. The first survey was completed in 2001 and provides a benchmark from which to evaluate the growth of the industry.
As the scrapbooking authority, Creating Keepsakes is a resource for ideas, inspiration and cutting-edge scrapbook techniques for the intermediate to advanced scrapbookers who are passionate about their hobby. The magazine, published by PRIMEDIA, is produced 12 times a year and has a readership of approximately half a million. In addition to the magazine, the company hosts Creating Keepsakes University, Creating Keepsakes Scrapbook Conventions and Internet activities that have developed a unique scrapbooking culture driven by passionate consumers. For more information about the magazine, visit www.creatingkeepsakes.com or call 888-247-5282.
(a) A market size figure of $1.4 billion was reported in the 2002 SIA survey. This figure was later updated to $1.99 billion to represent all U.S. households (104 million), not just family households with two or more residents (72 million) to better represent unmarried, divorced and widowed scrapbookers. Market size is calculated by taking annual household spending on scrapbooking by scrapbooking households as defined in Phase I of the SIA survey, then applying those numbers to U.S. Census estimates of the number of households in the United States.