A data profile of the people who buy, follow and care about Hobbycraft in United Kingdom — modelled from more than twelve digital signal sources. Hobbycraft has an estimated audience of 6,992,285 people in United Kingdom.
The average Hobbycraft fan in United Kingdom is 46.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Scotland.
Top brand affinities include Microsoft Edge, Paper craft, Scrapbooking, with strongest over-indexing on Microsoft Edge (13.02× the country average).
Demographically, the Hobbycraft audience skews more female with an average age of 46.4, and over-indexes on personality traits such as Mindfulness, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Hobbycraft fan in United Kingdom is more female, around 46.4 years old, with strong Mindfulness tendencies and a notable affinity for Microsoft Edge.
The key figures that characterise the Hobbycraft profile in United Kingdom.
78.9% are female, 21.1% are male, average age 46.4.
| Metric | Value |
|---|---|
| Female | 78.9% |
| Male | 21.1% |
| Average age | 46.4 |
| Estimated audience size | 6,992,285 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 39% |
of the worldwide Hobbycraft audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 98.4% |
| Ireland | 0.4% |
| China | 0.4% |
Where the Hobbycraft audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~400K | 1.42× | |
| 02 | South East | ~1M | 1.24× | |
| 03 | Wales | ~500K | 1.14× | |
| 04 | England | ~5.5M | 1.08× | |
| 05 | Scotland | ~700K | 1.06× | |
| 06 | East of England | ~700K | 1.04× | |
| 07 | North East | ~300K | 0.98× | |
| 08 | South West | ~600K | 0.97× | |
| 09 | Yorkshire and the Humber | ~500K | 0.95× | |
| 10 | East Midlands | ~400K | 0.90× | |
| 11 | Northern Ireland | ~200K | 0.72× | |
| 12 | North West | ~400K | 0.50× |
The strongest cross-interests of the Hobbycraft audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Microsoft Edge | Technology & Electronics | 13.02× | ||
| 02 | Diy Craft Projects | Home & Garden | 10.53× | ||
| 03 | Crafty | Food & Beverages | 7.49× | ||
| 04 | Cardmaking | Kids & Family | 7.04× | ||
| 05 | Paper craft | Kids & Family | 6.61× | ||
| 06 | DIY & Craft Ideas | Home & Garden | 6.54× | ||
| 07 | Arts and Crafts movement | Arts & Culture | 6.14× | ||
| 08 | Scrapbooking | Kids & Family | 5.38× | ||
| 09 | Bad Bunny | Music & Radio | 3.93× | ||
| 10 | Greeting card | Kids & Family | 2.75× | ||
| 11 | The Works | Shopping | 2.64× | ||
| 12 | KPop Demon Hunters | Movies & TV | 2.09× | ||
| 13 | Etsy | Fashion & Accessoires | 2.05× | ||
| 14 | Sewing | Home & Garden | 1.89× | ||
| 15 | TK Maxx | Shopping | 1.88× | ||
| 16 | Newcast | Business & Career | 1.83× | ||
| 17 | Knitting | Home & Garden | 1.65× | ||
| 18 | New Look | Fashion & Accessoires | 1.63× | ||
| 19 | Harry Potter | Movies & TV | 1.62× | ||
| 20 | Costco | Shopping | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.61× | |
| Individualism | JOY | 1.32× | |
| Pet Ownership | JOY | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.71× | |
| Need for Security | CONSERVATISM | 0.73× | |
| Quality Awareness | PREMIUM | 0.86× |
Hobbycraft's target market in United Kingdom covers an estimated 6,992,285 people, concentrated in England and South East.
78.9% of the Hobbycraft audience are female, 21.1% are male, with an average age of 46.4 years.
Hobbycraft fans show strongest brand affinity for Microsoft Edge (13.02×), Paper craft (6.61×), and Scrapbooking (5.38×) over the country average.
Hobbycraft fans in United Kingdom are most concentrated in England (reach ~5.5M), South East (reach ~1M), and Scotland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Hobbycraft itself, the audience over-indexes on Paper craft (6.61×), Scrapbooking (5.38×), Arts and Crafts movement (6.14×), and DIY & Craft Ideas (6.54×) 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 Hobbycraft. 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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