A data profile of the people who buy, follow and care about Hobby in Denmark — modelled from more than twelve digital signal sources. Hobby has an estimated audience of 1,337,814 people in Denmark.
Hobby has an estimated audience of 1,337,814 people in Denmark. 68.2% are female, 31.8% are male, average age 44.4. Top brand affinities: IKEA, Matas (drug store), Flower, Yarn, H.O.M.E..
Top brand affinities include IKEA, Matas (drug store), Flower, with strongest over-indexing on IKEA (1.59× the country average).
Demographically, the Hobby audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Patriotism, Travelling.
The typical Hobby fan in Denmark is more female, around 44.4 years old, with strong Patriotism tendencies and a notable affinity for IKEA.
The key figures that characterise the Hobby profile in Denmark.
68.2% are female, 31.8% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 68.2% |
| Male | 31.8% |
| Average age | 44.4 |
| Estimated audience size | 1,337,814 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 16% | |
| 30-39 | 15% | |
| 40-49 | 23% | |
| 50+ | 35% |
of the worldwide Hobby audience comes from Denmark.
| Country | Share |
|---|---|
| United States | 21.7% |
| China | 7.4% |
| Japan | 6.0% |
The strongest cross-interests of the Hobby audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Weaving | Fashion & Accessoires | 2.23× | ||
| 02 | Knitting needle | Fashion & Accessoires | 2.16× | ||
| 03 | Yarn | Fashion & Accessoires | 2.04× | ||
| 04 | Gina Tricot | Fashion & Accessoires | 2.04× | ||
| 05 | Sewing | Home & Garden | 1.89× | ||
| 06 | Crochet | Home & Garden | 1.88× | ||
| 07 | H.O.M.E. | Home & Garden | 1.85× | ||
| 08 | Knitting | Home & Garden | 1.85× | ||
| 09 | Wool | Fashion & Accessoires | 1.78× | ||
| 10 | Flower | Home & Garden | 1.71× | ||
| 11 | Sleep | Health | 1.66× | ||
| 12 | Bed | Home & Garden | 1.64× | ||
| 13 | Bathroom | Home & Garden | 1.62× | ||
| 14 | IKEA | Home & Garden | 1.59× | ||
| 15 | Handicraft | Home & Garden | 1.58× | ||
| 16 | Matas (drug store) | Shopping | 1.55× | ||
| 17 | Summer house | Travel & Leisure | 1.55× | ||
| 18 | Men's clothing | Fashion & Accessoires | 1.54× | ||
| 19 | Trousers | Fashion & Accessoires | 1.54× | ||
| 20 | Danish design | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.60× | |
| Travelling | THRILL | 1.23× | |
| Early Adopter Mentality | POWER | 0.94× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.92× | |
| Early Adopter Mentality | POWER | 0.94× | |
| Travelling | THRILL | 1.23× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Denmark who actively search for Hobby. 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 Denmark. 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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