A data profile of the people who buy, follow and care about Yarn in Australia — modelled from more than twelve digital signal sources. Yarn has an estimated audience of 2,573,722 people in Australia.
Yarn has an estimated audience of 2,573,722 people in Australia. 83.6% are female, 16.4% are male, average age 45.2. Top brand affinities: Do it yourself (DIY), Knitting, Quilting, Aldi, Sewing.
Top brand affinities include Do it yourself (DIY), Knitting, Quilting, with strongest over-indexing on Do it yourself (DIY) (2.13× the country average).
Demographically, the Yarn audience skews more female with an average age of 45.2, and over-indexes on personality traits such as Tradition, Creativity.
The typical Yarn fan in Australia is more female, around 45.2 years old, with strong Tradition tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Yarn profile in Australia.
83.6% are female, 16.4% are male, average age 45.2.
| Metric | Value |
|---|---|
| Female | 83.6% |
| Male | 16.4% |
| Average age | 45.2 |
| Estimated audience size | 2,573,722 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 36% |
of the worldwide Yarn audience comes from Australia.
| Country | Share |
|---|---|
| United States | 15.1% |
| Brazil | 6.3% |
| Japan | 6.0% |
The strongest cross-interests of the Yarn audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Quilting | Home & Garden | 5.07× | ||
| 02 | Knitting | Home & Garden | 3.48× | ||
| 03 | Sewing machine | Home & Garden | 3.24× | ||
| 04 | Weaving | Fashion & Accessoires | 2.97× | ||
| 05 | Crochet | Home & Garden | 2.93× | ||
| 06 | Embroidery | Home & Garden | 2.75× | ||
| 07 | Sewing | Home & Garden | 2.74× | ||
| 08 | Blanket | Home & Garden | 2.67× | ||
| 09 | Do it yourself (DIY) | Home & Garden | 2.13× | ||
| 10 | Tradition | Politics & Society | 2.00× | ||
| 11 | Zoo | Kids & Family | 1.93× | ||
| 12 | Nonprofit organization | Politics & Society | 1.83× | ||
| 13 | Aldi | Shopping | 1.80× | ||
| 14 | Museum | Arts & Culture | 1.75× | ||
| 15 | Charitable organization | Politics & Society | 1.72× | ||
| 16 | Local food | Food & Beverages | 1.66× | ||
| 17 | Discount stores | Shopping | 1.65× | ||
| 18 | Peter Alexander | Music & Radio | 1.62× | ||
| 19 | IKEA | Home & Garden | 1.55× | ||
| 20 | Organic food | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 2.00× | |
| Creativity | OPEN | 1.78× | |
| DIY Mentality | THRILL | 1.70× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.85× | |
| Need for Security | CONSERVATISM | 0.88× | |
| Pet Ownership | JOY | 0.93× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Yarn. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.