A data profile of the people who buy, follow and care about Crafts in Switzerland — modelled from more than twelve digital signal sources. Crafts has an estimated audience of 2,221,388 people in Switzerland.
The average Crafts fan in Switzerland is 44.7 years old, more female, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Vaud, Canton of Bern.
Top brand affinities include Handicraft, Sewing, Knitting, with strongest over-indexing on Handicraft (1.56× the country average).
Demographically, the Crafts audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Patriotism, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical Crafts fan in Switzerland is more female, around 44.7 years old, with strong Patriotism tendencies and a notable affinity for Handicraft.
The key figures that characterise the Crafts profile in Switzerland.
55.3% are female, 44.7% are male, average age 44.7.
| Metric | Value |
|---|---|
| Female | 55.3% |
| Male | 44.7% |
| Average age | 44.7 |
| Estimated audience size | 2,221,388 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 17% | |
| 30-39 | 22% | |
| 40-49 | 25% | |
| 50+ | 30% |
of the worldwide Crafts audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
Where the Crafts audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Neuchatel | ~80K | 1.67× | |
| 02 | Vaud | ~300K | 1.49× | |
| 03 | Fribourg | ~100K | 1.36× | |
| 04 | Valais | ~100K | 1.23× | |
| 05 | Graubünden | ~60K | 1.21× | |
| 06 | Canton of Zürich | ~400K | 1.16× | |
| 07 | Canton of Bern | ~300K | 1.16× | |
| 08 | Schwyz | ~30K | 1.05× | |
| 09 | Jura | ~20K | 1.03× | |
| 10 | Canton of Geneva | ~200K | 1.02× | |
| 11 | Appenzell Innerrhoden | ~3K | 1.00× | |
| 12 | Canton of Zug | ~30K | 0.99× | |
| 13 | Canton of Nidwalden | ~8K | 0.98× | |
| 14 | Canton of Glarus | ~8K | 0.97× | |
| 15 | Uri | ~7K | 0.97× | |
| 16 | Solothurn | ~60K | 0.96× | |
| 17 | Appenzell Ausserrhoden | ~9K | 0.96× | |
| 18 | Canton of Obwalden | ~8K | 0.96× | |
| 19 | Canton of St. Gallen | ~100K | 0.95× | |
| 20 | Luzern | ~90K | 0.94× | |
| 21 | Schaffhausen | ~20K | 0.94× | |
| 22 | Aargau | ~100K | 0.93× | |
| 23 | Thurgau | ~50K | 0.92× | |
| 24 | Basel-City | ~80K | 0.91× | |
| 25 | Basel-Landschaft | ~50K | 0.91× | |
| 26 | Ticino | ~80K | 0.86× |
The strongest cross-interests of the Crafts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Shoemaking | Fashion & Accessoires | 1.79× | ||
| 02 | Sewing | Home & Garden | 1.72× | ||
| 03 | Crochet | Home & Garden | 1.71× | ||
| 04 | Wood carving | Home & Garden | 1.71× | ||
| 05 | Knitting needle | Fashion & Accessoires | 1.67× | ||
| 06 | Sewing machine | Home & Garden | 1.65× | ||
| 07 | Textile arts | Arts & Culture | 1.64× | ||
| 08 | Yarn | Fashion & Accessoires | 1.62× | ||
| 09 | Pattern (sewing) | Home & Garden | 1.62× | ||
| 10 | Ravelry | Internet & Social Media | 1.62× | ||
| 11 | Knitting | Home & Garden | 1.59× | ||
| 12 | Family and consumer science | Kids & Family | 1.59× | ||
| 13 | Shabby chic | Home & Garden | 1.59× | ||
| 14 | Etsy | Fashion & Accessoires | 1.58× | ||
| 15 | Handicraft | Home & Garden | 1.56× | ||
| 16 | Home décor products | Home & Garden | 1.55× | ||
| 17 | Farmhouse | Travel & Leisure | 1.52× | ||
| 18 | Danish design | Home & Garden | 1.51× | ||
| 19 | Embroidery | Home & Garden | 1.51× | ||
| 20 | Vitra | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.92× | |
| Healthy Lifestyle | BALANCE | 0.90× | |
| Social Media Usage | JOY | 0.87× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.84× | |
| Sustainability | BALANCE | 0.85× | |
| Travelling | THRILL | 0.86× |
Crafts has an estimated audience of 2,221,388 people in Switzerland, concentrated in Canton of Zürich and Vaud.
55.3% of Crafts fans are female, 44.7% are male, with an average age of 44.7 years.
Crafts fans show strongest brand affinity for Handicraft (1.56×), Sewing (1.72×), and Knitting (1.59×) over the country average.
Crafts fans in Switzerland are most concentrated in Canton of Zürich (reach ~400K), Vaud (reach ~300K), and Canton of Bern (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Crafts itself, the audience over-indexes on Sewing (1.72×), Knitting (1.59×), Crochet (1.71×), and Yarn (1.62×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland who actively search for Crafts. 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 Switzerland. 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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