A data profile of the people who buy, follow and care about Handicraft in United Kingdom — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 15,982,832 people in United Kingdom.
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, North West.
Top brand affinities include Do it yourself (DIY), Crafts, Etsy, with strongest over-indexing on Do it yourself (DIY) (1.81× 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 DIY Mentality, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Handicraft fan in United Kingdom is more female, around 44.6 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Handicraft profile in United Kingdom.
66.5% are female, 33.5% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 66.5% |
| Male | 33.5% |
| Average age | 44.6 |
| Estimated audience size | 15,982,832 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Handicraft audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
Where the Handicraft audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~800K | 1.16× | |
| 02 | South East | ~2.5M | 1.06× | |
| 03 | England | ~12M | 1.05× | |
| 04 | Scotland | ~1.5M | 1.04× | |
| 05 | North East | ~600K | 1.03× | |
| 06 | South West | ~1.5M | 1.02× | |
| 07 | East of England | ~1.5M | 0.99× | |
| 08 | Yorkshire and the Humber | ~1.5M | 0.99× | |
| 09 | Wales | ~900K | 0.99× | |
| 10 | Northern Ireland | ~500K | 0.98× | |
| 11 | East Midlands | ~1M | 0.96× | |
| 12 | North West | ~1.5M | 0.89× |
The strongest cross-interests of the Handicraft audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Handmade | Home & Garden | 3.38× | ||
| 02 | Etsy | Fashion & Accessoires | 2.51× | ||
| 03 | Houseplant | Home & Garden | 2.51× | ||
| 04 | Volunteering | Politics & Society | 1.97× | ||
| 05 | Mother's Day | Kids & Family | 1.85× | ||
| 06 | Do it yourself (DIY) | Home & Garden | 1.81× | ||
| 07 | Philanthropy | Arts & Culture | 1.79× | ||
| 08 | Innovation | Business & Career | 1.71× | ||
| 09 | Crafts | Home & Garden | 1.69× | ||
| 10 | Renovation | Home & Garden | 1.69× | ||
| 11 | Fine art | Business & Career | 1.69× | ||
| 12 | Confectionery | Food & Beverages | 1.68× | ||
| 13 | Refrigerator | Home & Garden | 1.61× | ||
| 14 | Hobby | Home & Garden | 1.58× | ||
| 15 | Local food | Food & Beverages | 1.57× | ||
| 16 | Tradition | Politics & Society | 1.56× | ||
| 17 | Vintage clothing | Fashion & Accessoires | 1.56× | ||
| 18 | Zoo | Kids & Family | 1.56× | ||
| 19 | Wikipedia | Internet & Social Media | 1.53× | ||
| 20 | Museum | Arts & Culture | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.57× | |
| Design Affinity | PREMIUM | 1.49× | |
| Quality Awareness | PREMIUM | 1.46× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.92× | |
| Social Media Usage | JOY | 0.95× | |
| Spirituality | BALANCE | 0.96× |
Handicraft has an estimated audience of 15,982,832 people in United Kingdom, concentrated in England and South East.
66.5% of Handicraft fans are female, 33.5% are male, with an average age of 44.6 years.
Handicraft fans show strongest brand affinity for Do it yourself (DIY) (1.81×), Crafts (1.69×), and Etsy (2.51×) over the country average.
Handicraft fans in United Kingdom are most concentrated in England (reach ~12M), South East (reach ~2.5M), and North West (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Handicraft itself, the audience over-indexes on Crafts (1.69×), Etsy (2.51×), Volunteering (1.97×), and Hobby (1.58×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
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.
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.
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