A data profile of the people who buy, follow and care about Handmade Crafts in United Kingdom — modelled from more than twelve digital signal sources. Handmade Crafts has an estimated audience of 3,193,878 people in United Kingdom.
The average Handmade Crafts fan in United Kingdom is 40.9 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), Handmade, Livemusic, with strongest over-indexing on Do it yourself (DIY) (4.45× the country average).
Demographically, the Handmade Crafts audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Pet Ownership, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Handmade Crafts fan in United Kingdom is more female, around 40.9 years old, with strong Pet Ownership tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Handmade Crafts profile in United Kingdom.
79.2% are female, 20.8% are male, average age 40.9.
| Metric | Value |
|---|---|
| Female | 79.2% |
| Male | 20.8% |
| Average age | 40.9 |
| Estimated audience size | 3,193,878 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 22% | |
| 30-39 | 20% | |
| 40-49 | 20% | |
| 50+ | 24% |
of the worldwide Handmade Crafts audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 21.1% |
| Japan | 9.4% |
| Germany | 5.8% |
Where the Handmade Crafts audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~100K | 1.06× | |
| 02 | North East | ~100K | 1.06× | |
| 03 | Northern Ireland | ~100K | 1.05× | |
| 04 | South East | ~400K | 1.02× | |
| 05 | South West | ~300K | 1.01× | |
| 06 | East Midlands | ~200K | 1.01× | |
| 07 | Wales | ~200K | 1.01× | |
| 08 | East of England | ~300K | 0.99× | |
| 09 | Yorkshire and the Humber | ~300K | 0.98× | |
| 10 | Scotland | ~300K | 0.95× | |
| 11 | North West | ~300K | 0.91× | |
| 12 | England | ~2.5M | 0.81× |
The strongest cross-interests of the Handmade Crafts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Zootopia | Movies & TV | 9.86× | ||
| 02 | Handmade | Home & Garden | 9.04× | ||
| 03 | Quilting | Home & Garden | 6.82× | ||
| 04 | Cats (musical) | Music & Radio | 6.74× | ||
| 05 | Unique Gifts | Shopping | 6.56× | ||
| 06 | Floral design | Home & Garden | 6.48× | ||
| 07 | Flower bouquet | Home & Garden | 6.40× | ||
| 08 | Bohemian style | Fashion & Accessoires | 5.83× | ||
| 09 | Book discussion club | Literature | 5.44× | ||
| 10 | Boho-chic | Fashion & Accessoires | 5.34× | ||
| 11 | Oil painting | Arts & Culture | 5.10× | ||
| 12 | Livemusic | Music & Radio | 5.02× | ||
| 13 | Oliver Bonas | Fashion & Accessoires | 4.92× | ||
| 14 | Abstract art | Arts & Culture | 4.66× | ||
| 15 | Philanthropy | Arts & Culture | 4.57× | ||
| 16 | Do it yourself (DIY) | Home & Garden | 4.45× | ||
| 17 | Watercolor painting | Arts & Culture | 4.25× | ||
| 18 | Property finder | Home & Garden | 3.72× | ||
| 19 | Crafts | Home & Garden | 2.20× | ||
| 20 | Cooking | Food & Beverages | 1.69× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 3.45× | |
| DIY Mentality | THRILL | 2.27× | |
| Community Orientation | OPEN | 2.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.71× | |
| Family Orientation | CONSERVATISM | 0.80× | |
| Convenience Orientation | PREMIUM | 0.93× |
Handmade Crafts has an estimated audience of 3,193,878 people in United Kingdom, concentrated in England and South East.
79.2% of Handmade Crafts fans are female, 20.8% are male, with an average age of 40.9 years.
Handmade Crafts fans show strongest brand affinity for Do it yourself (DIY) (4.45×), Handmade (9.04×), and Livemusic (5.02×) over the country average.
Handmade Crafts fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~400K), and North West (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Handmade Crafts itself, the audience over-indexes on Handmade (9.04×), Livemusic (5.02×), Philanthropy (4.57×), and Flower bouquet (6.4×) 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 Handmade 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.
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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