Handicraft Audience in United Kingdom
Handicraft has an estimated audience of 15,982,832 people in United Kingdom. 66.5% are female, 33.5% are male, average age 44.6. Top regions: England, South East, Scotland. Top brand affinities: Weddings, Do it yourself (DIY), Purchase discount, Hobby, Handmade.
The average Handicraft fan in United Kingdom is 44.6 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, Scotland. Top brand affinities include Weddings, Do it yourself (DIY), Purchase discount, with strongest over-indexing on Weddings (1.93× the country average). Demographically, the Handicraft audience skews more female with an average age of 44.6, and over-indexes on personality traits such as Design Affinity, DIY Mentality. 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 Handicraft fans
| Metric | Value |
|---|---|
| Female | 66.5% |
| Male | 33.5% |
| Average age | 44.6 |
| Estimated audience size | 15,982,832 |
Audience persona
The typical Handicraft fan in United Kingdom is more female, around 44.6 years old, with strong Design Affinity tendencies and a notable affinity for Weddings.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 11,987,124 | 1.05× |
| South East | 2,388,249 | 1.11× |
| Scotland | 1,562,116 | 1.09× |
| East of England | 1,413,456 | 0.97× |
| South West | 1,377,471 | 1.05× |
| Yorkshire and the Humber | 1,257,554 | 0.98× |
| North West | 1,081,567 | 0.63× |
| East Midlands | 929,385 | 0.83× |
| Wales | 896,824 | 0.98× |
| West Midlands | 882,897 | 1.29× |
| North East | 711,270 | 1.14× |
| Northern Ireland | 432,750 | 0.88× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Weddings | 1.93× | Kids & Family |
| Do it yourself (DIY) | 1.79× | Home & Garden |
| Purchase discount | 4.12× | Shopping |
| Hobby | 1.78× | Home & Garden |
| Handmade | 3.85× | Home & Garden |
| Crafts | 1.54× | Home & Garden |
| Expensive Taste | 2.59× | Business & Career |
| Aldi | 1.61× | Shopping |
| Real property | 2.72× | Home & Garden |
| Etsy | 2.2× | Fashion & Accessoires |
| TUI | 1.72× | Travel & Leisure |
| Houseplant | 2.81× | Home & Garden |
| Blanket | 3.42× | Home & Garden |
| Christmas Gift | 4.22× | Kids & Family |
| DeviantArt | 3.26× | Internet & Social Media |
| Home business | 3.5× | Business & Career |
| Mango | 3.5× | Shopping |
| Luxury yacht | 2.7× | Travel & Leisure |
| Lingerie | 2.14× | Fashion & Accessoires |
| Renovation | 1.55× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.52 |
| DIY Mentality | THRILL | 1.41 |
| Creativity | OPEN | 1.39 |
| Indulgence | JOY | 1.36 |
| Individualism | JOY | 1.28 |
| Price Sensitivity | PREMIUM | 1.26 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
See Handicraft 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 Handicraft have in United Kingdom?
Handicraft has an estimated audience of 15,982,832 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Handicraft fans?
66.5% of Handicraft fans are female, 33.5% are male, with an average age of 44.6 years.
Which brands do Handicraft fans like most?
Handicraft fans show strongest brand affinity for Weddings (1.93×), Do it yourself (DIY) (1.79×), and Purchase discount (4.12×) over the country average.
Where do Handicraft fans live in United Kingdom?
Handicraft fans in United Kingdom are most concentrated in England (reach 11,987,124), South East (reach 2,388,249), and Scotland (reach 1,562,116). These three regions account for the largest share of the active audience.
What other brands do Handicraft fans also like?
Beyond Handicraft itself, the audience over-indexes on Do it yourself (DIY) (1.79×), Purchase discount (4.12×), Hobby (1.78×), and Handmade (3.85×) 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 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.
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.