A data profile of the people who buy, follow and care about Knitting in United Kingdom — modelled from more than twelve digital signal sources. Knitting has an estimated audience of 9,776,875 people in United Kingdom.
The average Knitting fan in United Kingdom is 44.6 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 River Island, Matalan, Primark, with strongest over-indexing on River Island (2.51× the country average).
Demographically, the Knitting audience skews more female with an average age of 44.6, and over-indexes on personality traits such as Creativity, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Knitting fan in United Kingdom is more female, around 44.6 years old, with strong Creativity tendencies and a notable affinity for River Island.
The key figures that characterise the Knitting profile in United Kingdom.
80.1% are female, 19.9% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 80.1% |
| Male | 19.9% |
| Average age | 44.6 |
| Estimated audience size | 9,776,875 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 34% |
of the worldwide Knitting audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 15.2% |
| Japan | 7.5% |
| Brazil | 6.8% |
Where the Knitting audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~600K | 1.37× | |
| 02 | Yorkshire and the Humber | ~1M | 1.36× | |
| 03 | Scotland | ~1M | 1.13× | |
| 04 | North East | ~400K | 1.10× | |
| 05 | South East | ~1.5M | 1.03× | |
| 06 | Wales | ~600K | 1.03× | |
| 07 | Northern Ireland | ~300K | 1.00× | |
| 08 | South West | ~700K | 0.90× | |
| 09 | East of England | ~800K | 0.88× | |
| 10 | East Midlands | ~600K | 0.88× | |
| 11 | England | ~7.5M | 0.83× | |
| 12 | North West | ~600K | 0.56× |
The strongest cross-interests of the Knitting audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Crochet | Home & Garden | 2.55× | ||
| 02 | River Island | Fashion & Accessoires | 2.51× | ||
| 03 | Matalan | Shopping | 2.05× | ||
| 04 | Yarn | Fashion & Accessoires | 2.01× | ||
| 05 | Fat Face | Fashion & Accessoires | 1.99× | ||
| 06 | Infant clothing | Kids & Family | 1.91× | ||
| 07 | J. D. Williams | Shopping | 1.91× | ||
| 08 | New Look | Fashion & Accessoires | 1.89× | ||
| 09 | Sewing | Home & Garden | 1.86× | ||
| 10 | Blouse | Fashion & Accessoires | 1.79× | ||
| 11 | Skirt | Fashion & Accessoires | 1.72× | ||
| 12 | Primark | Shopping | 1.68× | ||
| 13 | Children's clothing | Fashion & Accessoires | 1.68× | ||
| 14 | Charlotte Tilbury | Beauty & Wellness | 1.65× | ||
| 15 | Dunelm | Home & Garden | 1.62× | ||
| 16 | Debenhams | Fashion & Accessoires | 1.59× | ||
| 17 | Wool | Fashion & Accessoires | 1.59× | ||
| 18 | Toddler | Kids & Family | 1.59× | ||
| 19 | Gown | Fashion & Accessoires | 1.55× | ||
| 20 | Katie Price | Fashion & Accessoires | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.17× | |
| Price Sensitivity | PREMIUM | 1.12× | |
| Tradition | CONSERVATISM | 1.06× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.47× | |
| Risk Appetite | THRILL | 0.52× | |
| Early Adopter Mentality | POWER | 0.66× |
Knitting has an estimated audience of 9,776,875 people in United Kingdom, concentrated in England and South East.
80.1% of Knitting fans are female, 19.9% are male, with an average age of 44.6 years.
Knitting fans show strongest brand affinity for River Island (2.51×), Matalan (2.05×), and Primark (1.68×) over the country average.
Knitting fans in United Kingdom are most concentrated in England (reach ~7.5M), South East (reach ~1.5M), and Yorkshire and the Humber (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Knitting itself, the audience over-indexes on Matalan (2.05×), Primark (1.68×), New Look (1.89×), and Dunelm (1.62×) 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 Knitting. 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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