A data profile of the people who buy, follow and care about Handicraft in Spain — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 10,826,480 people in Spain.
Handicraft has an estimated audience of 10,826,480 people in Spain. 67.5% are female, 32.5% are male, average age 44.8. Top brand affinities: Flower bouquet, Iberia (airline), Home improvement, WhatsApp, Do it yourself (DIY).
Top brand affinities include Flower bouquet, Iberia (airline), Home improvement, with strongest over-indexing on Flower bouquet (4.04× the country average).
Demographically, the Handicraft audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Creativity, DIY Mentality.
The typical Handicraft fan in Spain is more female, around 44.8 years old, with strong Creativity tendencies and a notable affinity for Flower bouquet.
The key figures that characterise the Handicraft profile in Spain.
67.5% are female, 32.5% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 67.5% |
| Male | 32.5% |
| Average age | 44.8 |
| Estimated audience size | 10,826,480 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 26% | |
| 50+ | 31% |
of the worldwide Handicraft audience comes from Spain.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
The strongest cross-interests of the Handicraft audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Floral design | Home & Garden | 4.29× | ||
| 02 | Flower bouquet | Home & Garden | 4.04× | ||
| 03 | Sewing machine | Home & Garden | 2.72× | ||
| 04 | Volunteering | Politics & Society | 2.52× | ||
| 05 | Boho-chic | Fashion & Accessoires | 2.44× | ||
| 06 | Knitting | Home & Garden | 2.40× | ||
| 07 | Local food | Food & Beverages | 2.28× | ||
| 08 | Real property | Home & Garden | 2.20× | ||
| 09 | Refrigerator | Home & Garden | 2.18× | ||
| 10 | Mango | Shopping | 2.16× | ||
| 11 | Sewing | Home & Garden | 1.94× | ||
| 12 | Decorative arts | Arts & Culture | 1.86× | ||
| 13 | Aldi | Shopping | 1.82× | ||
| 14 | Do it yourself (DIY) | Home & Garden | 1.78× | ||
| 15 | Home improvement | Home & Garden | 1.74× | ||
| 16 | Flower | Home & Garden | 1.69× | ||
| 17 | Crafts | Home & Garden | 1.68× | ||
| 18 | Internet & Social Media | 1.66× | |||
| 19 | Innovation | Business & Career | 1.65× | ||
| 20 | Iberia (airline) | Travel & Leisure | 1.61× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.60× | |
| DIY Mentality | THRILL | 1.54× | |
| Design Affinity | PREMIUM | 1.42× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.88× | |
| Need for Security | CONSERVATISM | 0.97× | |
| Social Media Usage | JOY | 0.98× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain 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.
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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