A data profile of the people who buy, follow and care about Wool in Denmark — modelled from more than twelve digital signal sources. Wool has an estimated audience of 1,105,822 people in Denmark.
Wool has an estimated audience of 1,105,822 people in Denmark. 81.2% are female, 18.8% are male, average age 45.4. Top brand affinities: Do it yourself (DIY), IKEA, Gina Tricot, Flower, Hobby.
Top brand affinities include Do it yourself (DIY), IKEA, Gina Tricot, with strongest over-indexing on Do it yourself (DIY) (2.97× the country average).
Demographically, the Wool audience skews more female with an average age of 45.4, and over-indexes on personality traits such as DIY Mentality, Design Affinity.
The typical Wool fan in Denmark is more female, around 45.4 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Wool profile in Denmark.
81.2% are female, 18.8% are male, average age 45.4.
| Metric | Value |
|---|---|
| Female | 81.2% |
| Male | 18.8% |
| Average age | 45.4 |
| Estimated audience size | 1,105,822 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 14% | |
| 40-49 | 22% | |
| 50+ | 39% |
of the worldwide Wool audience comes from Denmark.
| Country | Share |
|---|---|
| United States | 19.4% |
| United Kingdom | 5.8% |
| India | 5.3% |
The strongest cross-interests of the Wool audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Organic cotton | Fashion & Accessoires | 3.86× | ||
| 02 | Do it yourself (DIY) | Home & Garden | 2.97× | ||
| 03 | Sewing machine | Home & Garden | 2.48× | ||
| 04 | Ravelry | Internet & Social Media | 2.38× | ||
| 05 | Gina Tricot | Fashion & Accessoires | 2.13× | ||
| 06 | Zizzi | Food & Beverages | 2.10× | ||
| 07 | Department store | Shopping | 2.09× | ||
| 08 | Uniqlo | Shopping | 2.01× | ||
| 09 | Hobby | Home & Garden | 1.78× | ||
| 10 | Knitting | Home & Garden | 1.78× | ||
| 11 | Poster | Arts & Culture | 1.75× | ||
| 12 | Children's clothing | Fashion & Accessoires | 1.73× | ||
| 13 | IHF World Men's Handball Championship | Sports | 1.72× | ||
| 14 | IKEA | Home & Garden | 1.71× | ||
| 15 | Fine art | Business & Career | 1.65× | ||
| 16 | H&M | Shopping | 1.62× | ||
| 17 | Flower | Home & Garden | 1.57× | ||
| 18 | Organic food | Food & Beverages | 1.57× | ||
| 19 | Discount stores | Shopping | 1.57× | ||
| 20 | Renovation | Home & Garden | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.83× | |
| Design Affinity | PREMIUM | 1.52× | |
| Creativity | OPEN | 1.51× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.88× | |
| Social Media Usage | JOY | 0.91× | |
| Need for Security | CONSERVATISM | 0.96× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Denmark who actively search for Wool. 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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