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Brief Published: 3 May 2016

Crafty Millennials

Some 45% of older US millennials sold a craft they made online last year

Nearly three in five older US millennials (aged 30 to 39) use online videos to learn an art or craft skill, according to an April 2016 report from London-based market research firm Mintel.

The survey also found that two in five (39%) Americans use YouTube, while 33% browse Pinterest and 31% conduct online searches for crafting inspiration. A further 45% also reported selling an art or craft project they made through an online shop last year.

“While the majority of people who participate in arts and crafts likely do so because they enjoy the activity, following the recession, consumers have found unique ways to embrace their inner entrepreneur,” Dana Macke, lifestyles and leisure analyst at Mintel, said in a statement. “We find this to be especially true among older millennials.”

“The internet is aiding consumers from the very start to the very end of a crafting project, whether the end goal is to capitalise on their crafting skills through the online marketplace or to craft a personalised gift,” Macke added.

The popularity of education-based online arts and crafts communities echoes the desire for upskilling and further education among key consumer groups. Class Central, a free online course aggregator, found that more than 35 million people worldwide have enrolled in free online courses in the past four years.

Savvy brands will use this emerging opportunity to engage with key consumer groups, eager to enhance, learn and share skills online. For more about the consumers hungry to build their skillsets, see our infographic, The 2016 Consumer Zodiac