Knitting Audience in United Kingdom
Knitting has an estimated audience of 9,776,875 people in United Kingdom. 80.1% are female, 19.9% are male, average age 44.6. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: River Island, Matalan, Primark, New Look, Dunelm.
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, Design Affinity. 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 Knitting fans
| Metric | Value |
|---|---|
| Female | 80.1% |
| Male | 19.9% |
| Average age | 44.6 |
| Estimated audience size | 9,776,875 |
Audience persona
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.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 7,332,657 | 0.83× |
| South East | 1,352,679 | 1.03× |
| Yorkshire and the Humber | 1,088,876 | 1.39× |
| Scotland | 998,465 | 1.13× |
| East of England | 775,113 | 0.87× |
| South West | 712,431 | 0.89× |
| East Midlands | 586,498 | 0.85× |
| West Midlands | 580,671 | 1.39× |
| Wales | 579,115 | 1.04× |
| North West | 496,246 | 0.47× |
| North East | 424,796 | 1.12× |
| Northern Ireland | 301,169 | 1× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| River Island | 2.51× | Fashion & Accessoires |
| Matalan | 2.05× | Shopping |
| Primark | 1.68× | Shopping |
| New Look | 1.89× | Fashion & Accessoires |
| Dunelm | 1.62× | Home & Garden |
| Crochet | 2.55× | Home & Garden |
| Debenhams | 1.59× | Fashion & Accessoires |
| Skirt | 1.72× | Fashion & Accessoires |
| Sewing | 1.86× | Home & Garden |
| Children's clothing | 1.68× | Fashion & Accessoires |
| Wool | 1.59× | Fashion & Accessoires |
| Blouse | 1.79× | Fashion & Accessoires |
| Yarn | 2.01× | Fashion & Accessoires |
| Infant clothing | 1.91× | Kids & Family |
| Katie Price | 1.54× | Fashion & Accessoires |
| Toddler | 1.59× | Kids & Family |
| J. D. Williams | 1.91× | Shopping |
| Charlotte Tilbury | 1.65× | Beauty & Wellness |
| Fat Face | 1.99× | Fashion & Accessoires |
| Gown | 1.55× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.76 |
| Design Affinity | PREMIUM | 1.52 |
| Individualism | JOY | 1.42 |
| DIY Mentality | THRILL | 1.36 |
| Price Sensitivity | PREMIUM | 1.31 |
| Indulgence | JOY | 1.28 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.2% |
| Japan | 7.5% |
| Brazil | 6.8% |
See Knitting 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 Knitting have in United Kingdom?
Knitting has an estimated audience of 9,776,875 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Knitting fans?
80.1% of Knitting fans are female, 19.9% are male, with an average age of 44.6 years.
Which brands do Knitting fans like most?
Knitting fans show strongest brand affinity for River Island (2.51×), Matalan (2.05×), and Primark (1.68×) over the country average.
Where do Knitting fans live in United Kingdom?
Knitting fans in United Kingdom are most concentrated in England (reach 7,332,657), South East (reach 1,352,679), and Yorkshire and the Humber (reach 1,088,876). These three regions account for the largest share of the active audience.
What other brands do Knitting fans also like?
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.
How to read this data
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.
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.