A data profile of the people who buy, follow and care about Sewing in Australia — modelled from more than twelve digital signal sources. Sewing has an estimated audience of 2,874,201 people in Australia.
The average Sewing fan in Australia is 46.0 years old, more female, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include Yarn, Knitting, Crochet, with strongest over-indexing on Yarn (2.74× the country average).
Demographically, the Sewing audience skews more female with an average age of 46.0, and over-indexes on personality traits such as Creativity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Sewing fan in Australia is more female, around 46.0 years old, with strong Creativity tendencies and a notable affinity for Yarn.
The key figures that characterise the Sewing profile in Australia.
80.1% are female, 19.9% are male, average age 46.0.
| Metric | Value |
|---|---|
| Female | 80.1% |
| Male | 19.9% |
| Average age | 46.0 |
| Estimated audience size | 2,874,201 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 14% | |
| 30-39 | 16% | |
| 40-49 | 22% | |
| 50+ | 40% |
of the worldwide Sewing audience comes from Australia.
| Country | Share |
|---|---|
| United States | 13.8% |
| Brazil | 7.4% |
| Japan | 6.8% |
Where the Sewing audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~1M | 1.15× | |
| 02 | South Australia | ~300K | 1.11× | |
| 03 | Tasmania | ~70K | 1.06× | |
| 04 | Northern Territory | ~30K | 0.99× | |
| 05 | Queensland | ~700K | 0.96× | |
| 06 | Western Australia | ~300K | 0.96× | |
| 07 | Australian Capital Territory | ~60K | 0.90× | |
| 08 | New South Wales | ~900K | 0.88× |
The strongest cross-interests of the Sewing audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Knitting needle | Fashion & Accessoires | 4.31× | ||
| 02 | Knitting pattern | Fashion & Accessoires | 4.24× | ||
| 03 | Pattern (sewing) | Home & Garden | 3.67× | ||
| 04 | Sewing machine | Home & Garden | 3.51× | ||
| 05 | Quilting | Home & Garden | 3.51× | ||
| 06 | Handmade Crafts | Kids & Family | 3.21× | ||
| 07 | Textile industry | Fashion & Accessoires | 3.05× | ||
| 08 | Quilt | Home & Garden | 2.79× | ||
| 09 | Handmade | Home & Garden | 2.78× | ||
| 10 | Crochet | Home & Garden | 2.77× | ||
| 11 | Yarn | Fashion & Accessoires | 2.74× | ||
| 12 | Embroidery | Home & Garden | 2.49× | ||
| 13 | Knitting | Home & Garden | 2.36× | ||
| 14 | Weaving | Fashion & Accessoires | 2.23× | ||
| 15 | Linen | Fashion & Accessoires | 1.90× | ||
| 16 | Wool | Fashion & Accessoires | 1.88× | ||
| 17 | Etsy | Fashion & Accessoires | 1.87× | ||
| 18 | Fiber | Health | 1.83× | ||
| 19 | Adairs | Home & Garden | 1.58× | ||
| 20 | Cotton | Fashion & Accessoires | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.46× | |
| Design Affinity | PREMIUM | 1.36× | |
| Tradition | CONSERVATISM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.80× | |
| Patriotism | CONSERVATISM | 0.84× | |
| Need for Security | CONSERVATISM | 0.85× |
Sewing has an estimated audience of 2,874,201 people in Australia, concentrated in Victoria and New South Wales.
80.1% of Sewing fans are female, 19.9% are male, with an average age of 46.0 years.
Sewing fans show strongest brand affinity for Yarn (2.74×), Knitting (2.36×), and Crochet (2.77×) over the country average.
Sewing fans in Australia are most concentrated in Victoria (reach ~1M), New South Wales (reach ~900K), and Queensland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Sewing itself, the audience over-indexes on Knitting (2.36×), Crochet (2.77×), Sewing machine (3.51×), and Handmade Crafts (3.21×) 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 Sewing. 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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