A data profile of the people who buy, follow and care about Handicraft in Canada — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 6,820,598 people in Canada.
The average Handicraft fan in Canada is 41.4 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, British Columbia, Quebec.
Top brand affinities include Do it yourself (DIY), Etsy, Fine art, with strongest over-indexing on Do it yourself (DIY) (1.91× the country average).
Demographically, the Handicraft audience skews more female with an average age of 41.4, and over-indexes on personality traits such as Sustainability, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Handicraft fan in Canada is more female, around 41.4 years old, with strong Sustainability tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Handicraft profile in Canada.
61.9% are female, 38.1% are male, average age 41.4.
| Metric | Value |
|---|---|
| Female | 61.9% |
| Male | 38.1% |
| Average age | 41.4 |
| Estimated audience size | 6,820,598 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 26% |
of the worldwide Handicraft audience comes from Canada.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
Where the Handicraft audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | British Columbia | ~1.5M | 1.42× | |
| 02 | Ontario | ~3.5M | 1.22× | |
| 03 | Prince Edward Island | ~40K | 1.18× | |
| 04 | Newfoundland and Labrador | ~100K | 0.97× | |
| 05 | Alberta | ~800K | 0.96× | |
| 06 | New Brunswick | ~100K | 0.92× | |
| 07 | Manitoba | ~200K | 0.91× | |
| 08 | Saskatchewan | ~200K | 0.91× | |
| 09 | Nova Scotia | ~200K | 0.91× | |
| 10 | Quebec | ~1.5M | 0.87× |
The strongest cross-interests of the Handicraft audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Etsy | Fashion & Accessoires | 2.75× | ||
| 02 | Bohemianism | Fashion & Accessoires | 2.17× | ||
| 03 | Non-alcoholic beverage | Food & Beverages | 2.15× | ||
| 04 | Do it yourself (DIY) | Home & Garden | 1.91× | ||
| 05 | Microwave oven | Home & Garden | 1.86× | ||
| 06 | Blanket | Home & Garden | 1.86× | ||
| 07 | Cappuccino | Food & Beverages | 1.84× | ||
| 08 | Kitchenware | Home & Garden | 1.83× | ||
| 09 | Knitting | Home & Garden | 1.78× | ||
| 10 | Fine art | Business & Career | 1.74× | ||
| 11 | Natural skin care | Beauty & Wellness | 1.69× | ||
| 12 | Handmade jewelry | Fashion & Accessoires | 1.68× | ||
| 13 | Museum | Arts & Culture | 1.67× | ||
| 14 | Vintage clothing | Fashion & Accessoires | 1.60× | ||
| 15 | Cupcake | Food & Beverages | 1.60× | ||
| 16 | Art exhibition | Arts & Culture | 1.59× | ||
| 17 | Espresso | Food & Beverages | 1.59× | ||
| 18 | Zoo | Kids & Family | 1.54× | ||
| 19 | Bakery | Food & Beverages | 1.52× | ||
| 20 | Contemporary art | Arts & Culture | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.51× | |
| DIY Mentality | THRILL | 1.46× | |
| Tradition | CONSERVATISM | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.84× | |
| Luxury Orientation | PREMIUM | 0.89× | |
| Social Media Usage | JOY | 0.90× |
Handicraft has an estimated audience of 6,820,598 people in Canada, concentrated in Ontario and British Columbia.
61.9% of Handicraft fans are female, 38.1% are male, with an average age of 41.4 years.
Handicraft fans show strongest brand affinity for Do it yourself (DIY) (1.91×), Etsy (2.75×), and Fine art (1.74×) over the country average.
Handicraft fans in Canada are most concentrated in Ontario (reach ~3.5M), British Columbia (reach ~1.5M), and Quebec (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Handicraft itself, the audience over-indexes on Etsy (2.75×), Fine art (1.74×), Museum (1.67×), and Bakery (1.52×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. 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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