Handicraft Audience in Brazil
Handicraft has an estimated audience of 18,863,733 people in Brazil. 70.5% are female, 29.5% are male, average age 42.1. Top brand affinities: Electrolux, Knitting, Furniture, Beauty salons, Sport Club do Recife.
Top brand affinities include Electrolux, Knitting, Furniture, with strongest over-indexing on Electrolux (2.55× the country average). Demographically, the Handicraft audience skews more female with an average age of 42.1, and over-indexes on personality traits such as Creativity, Design Affinity.
Category: Home & Garden · Type: Topic
Demographics of Handicraft fans
| Metric | Value |
|---|---|
| Female | 70.5% |
| Male | 29.5% |
| Average age | 42.1 |
| Estimated audience size | 18,863,733 |
Audience persona
The typical Handicraft fan in Brazil is more female, around 42.1 years old, with strong Creativity tendencies and a notable affinity for Electrolux.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Electrolux | 2.55× | Home & Garden |
| Knitting | 2.15× | Home & Garden |
| Furniture | 1.54× | Home & Garden |
| Beauty salons | 1.55× | Beauty & Wellness |
| Sport Club do Recife | 1.87× | Sports |
| Children's clothing | 2× | Fashion & Accessoires |
| Lojas Renner | 2× | Fashion & Accessoires |
| Telegram | 2.04× | Internet & Social Media |
| Handbags | 1.83× | Fashion & Accessoires |
| Havaianas | 2.2× | Fashion & Accessoires |
| Home Appliances | 1.51× | Home & Garden |
| Real property | 1.64× | Home & Garden |
| TripAdvisor | 2.11× | Travel & Leisure |
| Steam | 2.11× | Games |
| AliExpress | 1.52× | Shopping |
| Child care | 1.91× | Kids & Family |
| Sewing | 1.54× | Home & Garden |
| Hypermarket | 1.52× | Shopping |
| BTS | 1.99× | Music & Radio |
| Cupcake | 1.77× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.99 |
| Design Affinity | PREMIUM | 1.41 |
| Indulgence | JOY | 1.32 |
| Mindfulness | BALANCE | 1.27 |
| DIY Mentality | THRILL | 1.23 |
| Healthy Lifestyle | BALANCE | 1.2 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
See Handicraft audiences in other countries
More Home & Garden audiences in Brazil
- Music (40,781,319)
- Arts and music (39,605,104)
- Food and drink (38,965,798)
- Sports (38,308,261)
- Food (37,833,570)
How to read this data
Audience size is the estimated number of people in Brazil 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.