A data profile of the people who buy, follow and care about Crafts in Austria — modelled from more than twelve digital signal sources. Crafts has an estimated audience of 2,218,973 people in Austria.
The average Crafts fan in Austria is 42.6 years old, balanced, and lives primarily in Vienna.
The audience is concentrated in Vienna, Styria, Upper Austria.
Top brand affinities include Handicraft, Home Design, Decorative arts, with strongest over-indexing on Handicraft (1.69× the country average).
Demographically, the Crafts audience skews balanced with an average age of 42.6, and over-indexes on personality traits such as Mindfulness, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Crafts fan in Austria is balanced, around 42.6 years old, with strong Mindfulness tendencies and a notable affinity for Handicraft.
The key figures that characterise the Crafts profile in Austria.
54.1% are female, 45.9% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 54.1% |
| Male | 45.9% |
| Average age | 42.6 |
| Estimated audience size | 2,218,973 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 20% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 26% |
of the worldwide Crafts audience comes from Austria.
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
Where the Crafts audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tyrol | ~200K | 1.52× | |
| 02 | Salzburg | ~200K | 1.18× | |
| 03 | Styria | ~300K | 1.00× | |
| 04 | Vorarlberg | ~80K | 0.98× | |
| 05 | Carinthia (state) | ~100K | 0.95× | |
| 06 | Upper Austria | ~300K | 0.93× | |
| 07 | Burgenland | ~50K | 0.93× | |
| 08 | Vienna | ~400K | 0.90× | |
| 09 | Lower Austria | ~200K | 0.80× |
The strongest cross-interests of the Crafts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Shoemaking | Fashion & Accessoires | 2.42× | ||
| 02 | Minute | Kids & Family | 2.16× | ||
| 03 | Sewing machine | Home & Garden | 1.82× | ||
| 04 | Thermomix | Home & Garden | 1.81× | ||
| 05 | Etsy | Fashion & Accessoires | 1.80× | ||
| 06 | Home Design | Home & Garden | 1.75× | ||
| 07 | Handicraft | Home & Garden | 1.69× | ||
| 08 | Sewing | Home & Garden | 1.69× | ||
| 09 | Crochet | Home & Garden | 1.68× | ||
| 10 | Stove | Home & Garden | 1.65× | ||
| 11 | Home Decoration & Design | Home & Garden | 1.65× | ||
| 12 | Yarn | Fashion & Accessoires | 1.59× | ||
| 13 | Home décor products | Home & Garden | 1.58× | ||
| 14 | Garden tool | Home & Garden | 1.58× | ||
| 15 | Knitting | Home & Garden | 1.56× | ||
| 16 | Workshop | Business & Career | 1.55× | ||
| 17 | Decorative arts | Arts & Culture | 1.54× | ||
| 18 | Power tool | Home & Garden | 1.54× | ||
| 19 | Gardener | Home & Garden | 1.53× | ||
| 20 | Middle ages | Politics & Society | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.61× | |
| Early Adopter Mentality | POWER | 1.18× | |
| Patriotism | CONSERVATISM | 1.06× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.84× | |
| Travelling | THRILL | 0.85× | |
| Healthy Lifestyle | BALANCE | 0.86× |
Crafts has an estimated audience of 2,218,973 people in Austria, concentrated in Vienna and Styria.
54.1% of Crafts fans are female, 45.9% are male, with an average age of 42.6 years.
Crafts fans show strongest brand affinity for Handicraft (1.69×), Home Design (1.75×), and Decorative arts (1.54×) over the country average.
Crafts fans in Austria are most concentrated in Vienna (reach ~400K), Styria (reach ~300K), and Upper Austria (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Crafts itself, the audience over-indexes on Home Design (1.75×), Decorative arts (1.54×), Thermomix (1.81×), and Sewing (1.69×) compared to the Austria average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Austria who actively search for Crafts. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Austria. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.