A data profile of the people who buy, follow and care about Handicraft in Finland — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 1,026,652 people in Finland.
Handicraft has an estimated audience of 1,026,652 people in Finland. 73.9% are female, 26.1% are male, average age 44.8. Top brand affinities: Helsinki, Gina Tricot, Do it yourself (DIY), Flower, Stockmann.
Top brand affinities include Helsinki, Gina Tricot, Do it yourself (DIY), with strongest over-indexing on Helsinki (1.63× 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, Design Affinity.
The typical Handicraft fan in Finland is more female, around 44.8 years old, with strong Creativity tendencies and a notable affinity for Helsinki.
The key figures that characterise the Handicraft profile in Finland.
73.9% are female, 26.1% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 73.9% |
| Male | 26.1% |
| Average age | 44.8 |
| Estimated audience size | 1,026,652 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 35% |
of the worldwide Handicraft audience comes from Finland.
| 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 | Etsy | Fashion & Accessoires | 3.92× | ||
| 02 | Kitchenware | Home & Garden | 2.94× | ||
| 03 | Swimming pool | Sports | 2.38× | ||
| 04 | Natural skin care | Beauty & Wellness | 2.27× | ||
| 05 | Gina Tricot | Fashion & Accessoires | 2.26× | ||
| 06 | Doughnut | Food & Beverages | 2.21× | ||
| 07 | Weather | Home & Garden | 2.20× | ||
| 08 | Lunch | Food & Beverages | 2.12× | ||
| 09 | Flower | Home & Garden | 2.10× | ||
| 10 | Lindex | Fashion & Accessoires | 2.10× | ||
| 11 | Do it yourself (DIY) | Home & Garden | 2.03× | ||
| 12 | Scandinavia | Travel & Leisure | 1.95× | ||
| 13 | Fine art | Business & Career | 1.92× | ||
| 14 | Knitting | Home & Garden | 1.84× | ||
| 15 | Art museum | Arts & Culture | 1.81× | ||
| 16 | Local food | Food & Beverages | 1.79× | ||
| 17 | Flea market | Home & Garden | 1.72× | ||
| 18 | Stockmann | Shopping | 1.69× | ||
| 19 | Helsinki | Travel & Leisure | 1.63× | ||
| 20 | Crafts | Home & Garden | 1.63× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.53× | |
| Design Affinity | PREMIUM | 1.52× | |
| DIY Mentality | THRILL | 1.42× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.90× | |
| Social Media Usage | JOY | 0.94× | |
| Sports Activity | POWER | 0.94× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland 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 Finland. 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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