Handicraft Audience in Germany
Handicraft has an estimated audience of 13,623,145 people in Germany. 66.2% are female, 33.8% are male, average age 40.2. Top regions: Niedersachsen, Nordrhein-Westfalen, Bayern. Top brand affinities: Information sensitivity, Cachorro, Bank account, Esra Erol, Janitor.
The average Handicraft fan in Germany is 40.2 years old, more female, and lives primarily in Niedersachsen. The audience is concentrated in Niedersachsen, Nordrhein-Westfalen, Bayern. Top brand affinities include Information sensitivity, Cachorro, Bank account, with strongest over-indexing on Information sensitivity (3.82× the country average). Demographically, the Handicraft audience skews more female with an average age of 40.2, and over-indexes on personality traits such as DIY Mentality, Creativity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Handicraft fans
| Metric | Value |
|---|---|
| Female | 66.2% |
| Male | 33.8% |
| Average age | 40.2 |
| Estimated audience size | 13,623,145 |
Audience persona
The typical Handicraft fan in Germany is more female, around 40.2 years old, with strong DIY Mentality tendencies and a notable affinity for Information sensitivity.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Niedersachsen | 2,145,184 | 1.62× |
| Nordrhein-Westfalen | 1,958,301 | 0.66× |
| Bayern | 1,753,095 | 0.8× |
| Baden-Württemberg | 1,639,893 | 0.88× |
| Hessen | 891,292 | 0.86× |
| Sachsen | 787,558 | 1.18× |
| Schleswig-Holstein | 717,520 | 1.47× |
| Rheinland-Pfalz | 521,737 | 0.76× |
| Mecklenburg-Vorpommern | 491,664 | 1.89× |
| Berlin | 453,980 | 0.75× |
| Brandenburg | 407,617 | 0.96× |
| Sachsen-Anhalt | 334,240 | 0.95× |
| Hamburg | 315,122 | 1.02× |
| Thüringen | 285,788 | 0.82× |
| Bremen | 97,270 | 0.83× |
| Saarland | 90,574 | 0.54× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Information sensitivity | 3.82× | Technology & Electronics |
| Cachorro | 2.3× | Pets & Animals |
| Bank account | 1.63× | Business & Career |
| Esra Erol | 2.93× | Movies & TV |
| Janitor | 3.06× | Home & Garden |
| Video izle | 1.62× | |
| Ipekyol | 1.81× | Shopping |
| Throne of Glass | 2.34× | Literature |
| Glashütte | 1.7× | Travel & Leisure |
| Huck (magazine) | 3.77× | Internet & Social Media |
| Coworking | 1.55× | Business & Career |
| Jaguar F-Pace | 2.45× | Cars & Mobility |
| Cloppenburg | 1.69× | Travel & Leisure |
| Timo Hildebrand | 3.39× | Sports |
| Gloria | 1.67× | Music & Radio |
| Jason Clarke (actor) | 1.66× | Movies & TV |
| Homesteading | 2.24× | Home & Garden |
| Durban University of Technology | 1.73× | Business & Career |
| Wolverine (comics) | 1.93× | Literature |
| Gender-neutral language | 1.88× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.77 |
| Creativity | OPEN | 1.76 |
| LGBTQ+ Identity | OPEN | 1.62 |
| Design Affinity | PREMIUM | 1.59 |
| Sustainability | BALANCE | 1.49 |
| Sports Activity | POWER | 1.36 |
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 Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Handicraft have in Germany?
Handicraft has an estimated audience of 13,623,145 people in Germany, concentrated in Niedersachsen and Nordrhein-Westfalen.
What is the gender split and age of Handicraft fans?
66.2% of Handicraft fans are female, 33.8% are male, with an average age of 40.2 years.
Which brands do Handicraft fans like most?
Handicraft fans show strongest brand affinity for Information sensitivity (3.82×), Cachorro (2.3×), and Bank account (1.63×) over the country average.
Where do Handicraft fans live in Germany?
Handicraft fans in Germany are most concentrated in Niedersachsen (reach 2,145,184), Nordrhein-Westfalen (reach 1,958,301), and Bayern (reach 1,753,095). 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 Cachorro (2.3×), Bank account (1.63×), Esra Erol (2.93×), and Janitor (3.06×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany 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 Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.