A data profile of the people who buy, follow and care about Do it yourself (DIY) in France — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 18,676,490 people in France.
The average Do it yourself (DIY) fan in France is 45.7 years old, balanced, and lives primarily in Île-de-France.
The audience is concentrated in Île-de-France, Auvergne-Rhône-Alpes, Occitanie.
Top brand affinities include Home improvement, Crafts, Handicraft, with strongest over-indexing on Home improvement (2.24× the country average).
Demographically, the Do it yourself (DIY) audience skews balanced with an average age of 45.7, and over-indexes on personality traits such as Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Do it yourself (DIY) fan in France is balanced, around 45.7 years old, with strong Design Affinity tendencies and a notable affinity for Home improvement.
The key figures that characterise the Do it yourself (DIY) profile in France.
54.8% are female, 45.2% are male, average age 45.7.
| Metric | Value |
|---|---|
| Female | 54.8% |
| Male | 45.2% |
| Average age | 45.7 |
| Estimated audience size | 18,676,490 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 36% |
of the worldwide Do it yourself (DIY) audience comes from France.
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
Where the Do it yourself (DIY) audience in France is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Corsica | ~100K | 1.04× | |
| 02 | Normandy | ~900K | 1.01× | |
| 03 | Centre-Val de Loire | ~700K | 1.01× | |
| 04 | Occitanie | ~1.5M | 1.00× | |
| 05 | Bourgogne-Franche-Comté | ~800K | 1.00× | |
| 06 | Grand Est | ~1.5M | 0.99× | |
| 07 | Provence-Alpes-Côte d'Azur | ~1.5M | 0.99× | |
| 08 | Pays de la Loire | ~1M | 0.99× | |
| 09 | Brittany | ~900K | 0.99× | |
| 10 | Auvergne-Rhône-Alpes | ~2M | 0.98× | |
| 11 | Hauts-de-France | ~1.5M | 0.98× | |
| 12 | Nouvelle-Aquitaine | ~1.5M | 0.98× | |
| 13 | Île-de-France | ~3M | 0.94× |
The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pattern (sewing) | Home & Garden | 4.62× | ||
| 02 | Sewing machine | Home & Garden | 4.07× | ||
| 03 | Home décor products | Home & Garden | 3.26× | ||
| 04 | Yarn | Fashion & Accessoires | 3.15× | ||
| 05 | Knitting | Home & Garden | 3.06× | ||
| 06 | Sewing | Home & Garden | 2.98× | ||
| 07 | Organic product | Food & Beverages | 2.69× | ||
| 08 | Stradivarius | Shopping | 2.67× | ||
| 09 | Le Bon Marché | Shopping | 2.63× | ||
| 10 | Maisons du Monde | Home & Garden | 2.52× | ||
| 11 | Natural product | Food & Beverages | 2.42× | ||
| 12 | Crafts | Home & Garden | 2.38× | ||
| 13 | Home improvement | Home & Garden | 2.24× | ||
| 14 | Handicraft | Home & Garden | 2.23× | ||
| 15 | Cake | Food & Beverages | 2.14× | ||
| 16 | Primark | Shopping | 1.80× | ||
| 17 | Eating | Food & Beverages | 1.78× | ||
| 18 | La Redoute | Shopping | 1.77× | ||
| 19 | Etam | Fashion & Accessoires | 1.63× | ||
| 20 | Harry Potter | Movies & TV | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.12× | |
| Creativity | OPEN | 2.06× | |
| Extroversion | THRILL | 1.69× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.45× | |
| Quality Awareness | PREMIUM | 0.56× | |
| Patriotism | CONSERVATISM | 0.57× |
Do it yourself (DIY) has an estimated audience of 18,676,490 people in France, concentrated in Île-de-France and Auvergne-Rhône-Alpes.
54.8% of Do it yourself (DIY) fans are female, 45.2% are male, with an average age of 45.7 years.
Do it yourself (DIY) fans show strongest brand affinity for Home improvement (2.24×), Crafts (2.38×), and Handicraft (2.23×) over the country average.
Do it yourself (DIY) fans in France are most concentrated in Île-de-France (reach ~3M), Auvergne-Rhône-Alpes (reach ~2M), and Occitanie (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Do it yourself (DIY) itself, the audience over-indexes on Crafts (2.38×), Handicraft (2.23×), Harry Potter (1.55×), and Sewing (2.98×) compared to the France average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in France who actively search for Do it yourself (DIY). 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 France. 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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