A data profile of the people who buy, follow and care about Do it yourself (DIY) in Australia — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 8,753,374 people in Australia.
The average Do it yourself (DIY) fan in Australia is 44.8 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 First-time buyer, Crafts, Home décor products, with strongest over-indexing on First-time buyer (2.25× the country average).
Demographically, the Do it yourself (DIY) audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 4 regions tracked by Rascasse.
The typical Do it yourself (DIY) fan in Australia is more female, around 44.8 years old, with strong Design Affinity tendencies and a notable affinity for First-time buyer.
The key figures that characterise the Do it yourself (DIY) profile in Australia.
56.9% are female, 43.1% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 56.9% |
| Male | 43.1% |
| Average age | 44.8 |
| Estimated audience size | 8,753,374 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 35% |
of the worldwide Do it yourself (DIY) audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
Where the Do it yourself (DIY) audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Western Australia | ~1M | 1.08× | |
| 02 | Queensland | ~2M | 1.00× | |
| 03 | Victoria | ~2.5M | 0.96× | |
| 04 | New South Wales | ~3M | 0.95× |
The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pattern (sewing) | Home & Garden | 3.85× | ||
| 02 | Scrapbooking | Kids & Family | 3.59× | ||
| 03 | Home décor products | Home & Garden | 2.84× | ||
| 04 | Pottery Barn | Home & Garden | 2.83× | ||
| 05 | Crochet | Home & Garden | 2.71× | ||
| 06 | Etsy | Fashion & Accessoires | 2.53× | ||
| 07 | Weaving | Fashion & Accessoires | 2.44× | ||
| 08 | Knitting | Home & Garden | 2.42× | ||
| 09 | Houseplant | Home & Garden | 2.31× | ||
| 10 | Bohemian style | Fashion & Accessoires | 2.29× | ||
| 11 | First-time buyer | Shopping | 2.25× | ||
| 12 | Sewing | Home & Garden | 2.20× | ||
| 13 | Boho-chic | Fashion & Accessoires | 2.05× | ||
| 14 | Local food | Food & Beverages | 1.97× | ||
| 15 | Contemporary art | Arts & Culture | 1.96× | ||
| 16 | Museum | Arts & Culture | 1.92× | ||
| 17 | Outdoor enthusiast | Sports | 1.81× | ||
| 18 | Handicraft | Home & Garden | 1.71× | ||
| 19 | Property finder | Home & Garden | 1.54× | ||
| 20 | Crafts | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.20× | |
| Creativity | OPEN | 1.59× | |
| Mindfulness | BALANCE | 1.43× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.60× | |
| Patriotism | CONSERVATISM | 0.73× | |
| Career Orientation | POWER | 0.78× |
Do it yourself (DIY) has an estimated audience of 8,753,374 people in Australia, concentrated in New South Wales and Victoria.
56.9% of Do it yourself (DIY) fans are female, 43.1% are male, with an average age of 44.8 years.
Do it yourself (DIY) fans show strongest brand affinity for First-time buyer (2.25×), Crafts (1.52×), and Home décor products (2.84×) over the country average.
Do it yourself (DIY) 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 Do it yourself (DIY) itself, the audience over-indexes on Crafts (1.52×), Home décor products (2.84×), Handicraft (1.71×), and Knitting (2.42×) 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 Do it yourself (DIY). 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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