A data profile of the people who buy, follow and care about Crafts in Spain — modelled from more than twelve digital signal sources. Crafts has an estimated audience of 11,225,421 people in Spain.
The average Crafts fan in Spain is 46.7 years old, more female, and lives primarily in Catalonia.
The audience is concentrated in Catalonia, Andalusia, Community of Madrid.
Top brand affinities include Handicraft, Do it yourself (DIY), Sewing, with strongest over-indexing on Handicraft (1.68× the country average).
Demographically, the Crafts audience skews more female with an average age of 46.7, and over-indexes on personality traits such as Creativity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Crafts fan in Spain is more female, around 46.7 years old, with strong Creativity tendencies and a notable affinity for Handicraft.
The key figures that characterise the Crafts profile in Spain.
60.0% are female, 40.0% are male, average age 46.7.
| Metric | Value |
|---|---|
| Female | 60.0% |
| Male | 40.0% |
| Average age | 46.7 |
| Estimated audience size | 11,225,421 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 13% | |
| 30-39 | 19% | |
| 40-49 | 28% | |
| 50+ | 36% |
of the worldwide Crafts audience comes from Spain.
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
Where the Crafts audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Catalonia | ~2.5M | 1.35× | |
| 02 | Community of Madrid | ~2M | 1.15× | |
| 03 | Canary Islands | ~600K | 1.15× | |
| 04 | Comunidad Valenciana | ~1.5M | 1.12× | |
| 05 | Galicia | ~600K | 1.09× | |
| 06 | Basque Autonomous Country | ~500K | 1.08× | |
| 07 | Balearic Islands | ~300K | 1.04× | |
| 08 | Andalusia | ~2.5M | 1.03× | |
| 09 | Aragon | ~300K | 1.00× | |
| 10 | Region of Murcia | ~400K | 0.97× | |
| 11 | Navarre | ~100K | 0.97× | |
| 12 | La Rioja | ~70K | 0.95× | |
| 13 | Castile and León | ~500K | 0.94× | |
| 14 | Cantabria | ~100K | 0.94× | |
| 15 | Castilla-La Mancha | ~400K | 0.93× | |
| 16 | Principality of Asturias | ~200K | 0.91× | |
| 17 | Extremadura | ~200K | 0.91× |
The strongest cross-interests of the Crafts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pattern (sewing) | Home & Garden | 1.97× | ||
| 02 | Sewing | Home & Garden | 1.95× | ||
| 03 | Yarn | Fashion & Accessoires | 1.94× | ||
| 04 | Crochet | Home & Garden | 1.93× | ||
| 05 | Handmade | Home & Garden | 1.93× | ||
| 06 | Knitting | Home & Garden | 1.90× | ||
| 07 | Handicraft | Home & Garden | 1.68× | ||
| 08 | Handmade jewelry | Fashion & Accessoires | 1.67× | ||
| 09 | Decoration | Home & Garden | 1.66× | ||
| 10 | Home Design | Home & Garden | 1.60× | ||
| 11 | Decorative arts | Arts & Culture | 1.58× | ||
| 12 | Home Interior Design | Home & Garden | 1.56× | ||
| 13 | Self-love | Health | 1.54× | ||
| 14 | Natural skin care | Beauty & Wellness | 1.54× | ||
| 15 | Zara Home | Home & Garden | 1.53× | ||
| 16 | Do it yourself (DIY) | Home & Garden | 1.52× | ||
| 17 | Art exhibition | Arts & Culture | 1.52× | ||
| 18 | Illustration | Arts & Culture | 1.52× | ||
| 19 | Fine art | Business & Career | 1.51× | ||
| 20 | El Mueble | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.50× | |
| Design Affinity | PREMIUM | 1.37× | |
| DIY Mentality | THRILL | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.74× | |
| Risk Appetite | THRILL | 0.81× | |
| Need for Security | CONSERVATISM | 0.82× |
Crafts has an estimated audience of 11,225,421 people in Spain, concentrated in Catalonia and Andalusia.
60.0% of Crafts fans are female, 40.0% are male, with an average age of 46.7 years.
Crafts fans show strongest brand affinity for Handicraft (1.68×), Do it yourself (DIY) (1.52×), and Sewing (1.95×) over the country average.
Crafts fans in Spain are most concentrated in Catalonia (reach ~2.5M), Andalusia (reach ~2.5M), and Community of Madrid (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Crafts itself, the audience over-indexes on Do it yourself (DIY) (1.52×), Sewing (1.95×), Crochet (1.93×), and Knitting (1.9×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain 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 Spain. 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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