Handicraft Audience in Canada
Handicraft has an estimated audience of 6,820,598 people in Canada. 61.9% are female, 38.1% are male, average age 41.4. Top regions: Ontario, British Columbia, Quebec. Top brand affinities: Do it yourself (DIY), Etsy, Fine art, Museum, Bakery.
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.
Category: Home & Garden · Type: Topic
Demographics of Handicraft fans
| Metric | Value |
|---|---|
| Female | 61.9% |
| Male | 38.1% |
| Average age | 41.4 |
| Estimated audience size | 6,820,598 |
Audience persona
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).
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 3,498,627 | 1.22× |
| British Columbia | 1,444,137 | 1.42× |
| Quebec | 1,413,916 | 0.87× |
| Alberta | 808,139 | 0.96× |
| Manitoba | 233,444 | 0.91× |
| Saskatchewan | 197,429 | 0.91× |
| Nova Scotia | 185,381 | 0.91× |
| New Brunswick | 145,377 | 0.92× |
| Newfoundland and Labrador | 100,499 | 0.97× |
| Prince Edward Island | 39,418 | 1.18× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Do it yourself (DIY) | 1.91× | Home & Garden |
| Etsy | 2.75× | Fashion & Accessoires |
| Fine art | 1.74× | Business & Career |
| Museum | 1.67× | Arts & Culture |
| Bakery | 1.52× | Food & Beverages |
| Kitchenware | 1.83× | Home & Garden |
| Knitting | 1.78× | Home & Garden |
| Contemporary art | 1.52× | Arts & Culture |
| Natural skin care | 1.69× | Beauty & Wellness |
| Vintage clothing | 1.6× | Fashion & Accessoires |
| Microwave oven | 1.86× | Home & Garden |
| Non-alcoholic beverage | 2.15× | Food & Beverages |
| Art exhibition | 1.59× | Arts & Culture |
| Zoo | 1.54× | Kids & Family |
| Handmade jewelry | 1.68× | Fashion & Accessoires |
| Cupcake | 1.6× | Food & Beverages |
| Bohemianism | 2.17× | Fashion & Accessoires |
| Blanket | 1.86× | Home & Garden |
| Espresso | 1.59× | Food & Beverages |
| Cappuccino | 1.84× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.51 |
| DIY Mentality | THRILL | 1.46 |
| Tradition | CONSERVATISM | 1.45 |
| Creativity | OPEN | 1.43 |
| Design Affinity | PREMIUM | 1.32 |
| Indulgence | JOY | 1.31 |
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 Canada
- Entertainment (22,290,233)
- Business and industry (21,309,471)
- Food and drink (21,077,113)
- Arts and music (21,063,262)
- Sports (20,983,256)
Frequently asked questions
How many fans does Handicraft have in Canada?
Handicraft has an estimated audience of 6,820,598 people in Canada, concentrated in Ontario and British Columbia.
What is the gender split and age of Handicraft fans?
61.9% of Handicraft fans are female, 38.1% are male, with an average age of 41.4 years.
Which brands do Handicraft fans like most?
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.
Where do Handicraft fans live in Canada?
Handicraft fans in Canada are most concentrated in Ontario (reach 3,498,627), British Columbia (reach 1,444,137), and Quebec (reach 1,413,916). These three regions account for the largest share of the active audience.
What other brands do Handicraft fans also like?
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.
How to read this data
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.
About this audience profile
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.