Crafts Audience in United Kingdom
Crafts has an estimated audience of 22,102,516 people in United Kingdom. 64.8% are female, 35.2% are male, average age 45.5. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: Handicraft, Matalan, Etsy, Hobbycraft, Sewing.
The average Crafts fan in United Kingdom is 45.5 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, Yorkshire and the Humber. Top brand affinities include Handicraft, Matalan, Etsy, with strongest over-indexing on Handicraft (1.69× the country average). Demographically, the Crafts audience skews more female with an average age of 45.5, and over-indexes on personality traits such as DIY Mentality, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Crafts fans
| Metric | Value |
|---|---|
| Female | 64.8% |
| Male | 35.2% |
| Average age | 45.5 |
| Estimated audience size | 22,102,516 |
Audience persona
The typical Crafts fan in United Kingdom is more female, around 45.5 years old, with strong DIY Mentality tendencies and a notable affinity for Handicraft.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 14,965,801 | 0.73× |
| South East | 3,406,326 | 1.15× |
| Yorkshire and the Humber | 2,681,400 | 1.51× |
| Wales | 1,713,237 | 1.36× |
| South West | 1,651,536 | 0.91× |
| Scotland | 1,650,064 | 0.83× |
| East of England | 1,577,162 | 0.78× |
| East Midlands | 1,318,055 | 0.85× |
| North West | 1,259,128 | 0.53× |
| West Midlands | 1,170,442 | 1.24× |
| North East | 891,742 | 1.04× |
| Northern Ireland | 737,048 | 1.08× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Handicraft | 1.69× | Home & Garden |
| Matalan | 1.57× | Shopping |
| Etsy | 1.79× | Fashion & Accessoires |
| Hobbycraft | 1.96× | Home & Garden |
| Sewing | 1.87× | Home & Garden |
| Home Interior Design | 1.85× | Home & Garden |
| Knitting | 1.51× | Home & Garden |
| Home construction | 1.52× | Home & Garden |
| Crochet | 1.87× | Home & Garden |
| Home décor products | 1.75× | Home & Garden |
| Home Design | 1.53× | Home & Garden |
| Weaving | 1.58× | Fashion & Accessoires |
| Handmade Crafts | 2.2× | Kids & Family |
| Natural skin care | 1.51× | Beauty & Wellness |
| Home decorating ideas | 1.52× | Home & Garden |
| Yarn | 1.66× | Fashion & Accessoires |
| Gift shop | 1.51× | Home & Garden |
| Workshop | 1.68× | Business & Career |
| Luxury real estate | 1.57× | Business & Career |
| Middle ages | 1.62× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.33 |
| Design Affinity | PREMIUM | 1.29 |
| Indulgence | JOY | 1.25 |
| Sustainability | BALANCE | 1.2 |
| Creativity | OPEN | 1.15 |
| Luxury Orientation | PREMIUM | 1.13 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
See Crafts audiences in other countries
More Home & Garden audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Music (37,354,190)
- Food (36,602,968)
Frequently asked questions
How many fans does Crafts have in United Kingdom?
Crafts has an estimated audience of 22,102,516 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Crafts fans?
64.8% of Crafts fans are female, 35.2% are male, with an average age of 45.5 years.
Which brands do Crafts fans like most?
Crafts fans show strongest brand affinity for Handicraft (1.69×), Matalan (1.57×), and Etsy (1.79×) over the country average.
Where do Crafts fans live in United Kingdom?
Crafts fans in United Kingdom are most concentrated in England (reach 14,965,801), South East (reach 3,406,326), and Yorkshire and the Humber (reach 2,681,400). These three regions account for the largest share of the active audience.
What other brands do Crafts fans also like?
Beyond Crafts itself, the audience over-indexes on Matalan (1.57×), Etsy (1.79×), Hobbycraft (1.96×), and Sewing (1.87×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.