A data profile of the people who buy, follow and care about Handicraft in Austria — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 1,597,412 people in Austria.
The average Handicraft fan in Austria is 41.2 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Styria.
Top brand affinities include Do it yourself (DIY), Etsy, Crafts, with strongest over-indexing on Do it yourself (DIY) (1.83× the country average).
Demographically, the Handicraft audience skews more female with an average age of 41.2, and over-indexes on personality traits such as Design Affinity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Handicraft fan in Austria is more female, around 41.2 years old, with strong Design Affinity tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Handicraft profile in Austria.
65.7% are female, 34.3% are male, average age 41.2.
| Metric | Value |
|---|---|
| Female | 65.7% |
| Male | 34.3% |
| Average age | 41.2 |
| Estimated audience size | 1,597,412 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 22% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 23% |
of the worldwide Handicraft audience comes from Austria.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
Where the Handicraft audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Carinthia (state) | ~100K | 1.41× | |
| 02 | Styria | ~200K | 1.03× | |
| 03 | Lower Austria | ~200K | 1.02× | |
| 04 | Salzburg | ~100K | 1.01× | |
| 05 | Vorarlberg | ~60K | 0.98× | |
| 06 | Burgenland | ~40K | 0.98× | |
| 07 | Upper Austria | ~200K | 0.92× | |
| 08 | Tyrol | ~100K | 0.88× | |
| 09 | Vienna | ~200K | 0.79× |
The strongest cross-interests of the Handicraft audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Etsy | Fashion & Accessoires | 3.45× | ||
| 02 | Tableware | Food & Beverages | 2.66× | ||
| 03 | Knitting | Home & Garden | 2.35× | ||
| 04 | High school | Business & Career | 2.19× | ||
| 05 | Sewing | Home & Garden | 2.04× | ||
| 06 | Mother's Day | Kids & Family | 2.01× | ||
| 07 | Natural skin care | Beauty & Wellness | 1.93× | ||
| 08 | Fine art | Business & Career | 1.90× | ||
| 09 | Local food | Food & Beverages | 1.89× | ||
| 10 | Do it yourself (DIY) | Home & Garden | 1.83× | ||
| 11 | Renovation | Home & Garden | 1.81× | ||
| 12 | Art exhibition | Arts & Culture | 1.75× | ||
| 13 | Pet store | Pets & Animals | 1.71× | ||
| 14 | Crafts | Home & Garden | 1.69× | ||
| 15 | Pastry | Food & Beverages | 1.67× | ||
| 16 | Home improvement | Home & Garden | 1.60× | ||
| 17 | Flower | Home & Garden | 1.60× | ||
| 18 | Contemporary art | Arts & Culture | 1.60× | ||
| 19 | TK Maxx | Shopping | 1.58× | ||
| 20 | Skirt | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.62× | |
| DIY Mentality | THRILL | 1.60× | |
| Creativity | OPEN | 1.53× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.78× | |
| Patriotism | CONSERVATISM | 0.79× | |
| Social Media Usage | JOY | 0.97× |
Handicraft has an estimated audience of 1,597,412 people in Austria, concentrated in Vienna and Lower Austria.
65.7% of Handicraft fans are female, 34.3% are male, with an average age of 41.2 years.
Handicraft fans show strongest brand affinity for Do it yourself (DIY) (1.83×), Etsy (3.45×), and Crafts (1.69×) over the country average.
Handicraft fans in Austria are most concentrated in Vienna (reach ~200K), Lower Austria (reach ~200K), and Styria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Handicraft itself, the audience over-indexes on Etsy (3.45×), Crafts (1.69×), Home improvement (1.6×), and Local food (1.89×) 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 Handicraft. 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.
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