A data profile of the people who buy, follow and care about Crafts in Australia — modelled from more than twelve digital signal sources. Crafts has an estimated audience of 8,580,603 people in Australia.
The average Crafts fan in Australia is 44.1 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Minute, Handmade, Handmade Crafts, with strongest over-indexing on Minute (1.64× the country average).
Demographically, the Crafts audience skews more female with an average age of 44.1, and over-indexes on personality traits such as Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 14 brand affinities and 8 regions tracked by Rascasse.
The typical Crafts fan in Australia is more female, around 44.1 years old, with strong Design Affinity tendencies and a notable affinity for Minute.
The key figures that characterise the Crafts profile in Australia.
62.0% are female, 38.0% are male, average age 44.1.
| Metric | Value |
|---|---|
| Female | 62.0% |
| Male | 38.0% |
| Average age | 44.1 |
| Estimated audience size | 8,580,603 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 33% |
of the worldwide Crafts audience comes from Australia.
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
Where the Crafts audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~2M | 1.09× | |
| 02 | South Australia | ~700K | 1.08× | |
| 03 | Tasmania | ~200K | 1.05× | |
| 04 | Victoria | ~2.5M | 1.04× | |
| 05 | Western Australia | ~1M | 1.00× | |
| 06 | Australian Capital Territory | ~200K | 1.00× | |
| 07 | New South Wales | ~3M | 0.93× | |
| 08 | Northern Territory | ~70K | 0.92× |
The strongest cross-interests of the Crafts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sewing circle | Home & Garden | 1.67× | ||
| 02 | Minute | Kids & Family | 1.64× | ||
| 03 | Arts and Crafts movement | Arts & Culture | 1.63× | ||
| 04 | Patchwork | Home & Garden | 1.63× | ||
| 05 | Quilting | Home & Garden | 1.59× | ||
| 06 | Handmade Crafts | Kids & Family | 1.58× | ||
| 07 | Knitting needle | Fashion & Accessoires | 1.58× | ||
| 08 | Handmade | Home & Garden | 1.53× | ||
| 09 | Cardmaking | Kids & Family | 1.53× | ||
| 10 | Ravelry | Internet & Social Media | 1.53× | ||
| 11 | Sewing machine | Home & Garden | 1.52× | ||
| 12 | Oliver Petszokat | Music & Radio | 1.52× | ||
| 13 | Pattern (sewing) | Home & Garden | 1.50× | ||
| 14 | Janome | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.17× | |
| Creativity | OPEN | 1.16× | |
| DIY Mentality | THRILL | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.83× | |
| Patriotism | CONSERVATISM | 0.83× | |
| Sports Activity | POWER | 0.84× |
Crafts has an estimated audience of 8,580,603 people in Australia, concentrated in New South Wales and Victoria.
62.0% of Crafts fans are female, 38.0% are male, with an average age of 44.1 years.
Crafts fans show strongest brand affinity for Minute (1.64×), Handmade (1.53×), and Handmade Crafts (1.58×) over the country average.
Crafts fans in Australia are most concentrated in New South Wales (reach ~3M), Victoria (reach ~2.5M), and Queensland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Crafts itself, the audience over-indexes on Handmade (1.53×), Handmade Crafts (1.58×), Sewing machine (1.52×), and Quilting (1.59×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia 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 Australia. 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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