A data profile of the people who buy, follow and care about Yarn in United Kingdom — modelled from more than twelve digital signal sources. Yarn has an estimated audience of 5,423,904 people in United Kingdom.
The average Yarn fan in United Kingdom is 44.7 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Sewing, Do it yourself (DIY), Sewing machine, with strongest over-indexing on Sewing (3.55× the country average).
Demographically, the Yarn audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Sustainability, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Yarn fan in United Kingdom is more female, around 44.7 years old, with strong Sustainability tendencies and a notable affinity for Sewing.
The key figures that characterise the Yarn profile in United Kingdom.
79.6% are female, 20.4% are male, average age 44.7.
| Metric | Value |
|---|---|
| Female | 79.6% |
| Male | 20.4% |
| Average age | 44.7 |
| Estimated audience size | 5,423,904 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 35% |
of the worldwide Yarn audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 15.1% |
| Brazil | 6.3% |
| Japan | 6.0% |
Where the Yarn audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~4M | 1.46× | |
| 02 | Yorkshire and the Humber | ~600K | 1.34× | |
| 03 | West Midlands | ~300K | 1.19× | |
| 04 | East of England | ~600K | 1.18× | |
| 05 | South East | ~800K | 1.07× | |
| 06 | Scotland | ~500K | 1.03× | |
| 07 | North East | ~200K | 1.01× | |
| 08 | South West | ~400K | 0.92× | |
| 09 | Wales | ~300K | 0.84× | |
| 10 | East Midlands | ~300K | 0.83× | |
| 11 | Northern Ireland | ~100K | 0.74× | |
| 12 | North West | ~300K | 0.55× |
The strongest cross-interests of the Yarn audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Quilting | Home & Garden | 5.82× | ||
| 02 | Sewing machine | Home & Garden | 4.77× | ||
| 03 | Handmade | Home & Garden | 3.57× | ||
| 04 | Sewing | Home & Garden | 3.55× | ||
| 05 | Houseplant | Home & Garden | 2.72× | ||
| 06 | Etsy | Fashion & Accessoires | 2.43× | ||
| 07 | Weaving | Fashion & Accessoires | 2.42× | ||
| 08 | Hobbycraft | Home & Garden | 2.17× | ||
| 09 | Philanthropy | Arts & Culture | 2.11× | ||
| 10 | Do it yourself (DIY) | Home & Garden | 2.10× | ||
| 11 | Knitting | Home & Garden | 2.01× | ||
| 12 | Volunteering | Politics & Society | 1.95× | ||
| 13 | Tradition | Politics & Society | 1.94× | ||
| 14 | Local food | Food & Beverages | 1.83× | ||
| 15 | Skirt | Fashion & Accessoires | 1.78× | ||
| 16 | Fine art | Business & Career | 1.75× | ||
| 17 | Hobby | Home & Garden | 1.70× | ||
| 18 | Crafts | Home & Garden | 1.66× | ||
| 19 | Nonprofit organization | Politics & Society | 1.58× | ||
| 20 | Dunelm | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.65× | |
| DIY Mentality | THRILL | 1.62× | |
| Individualism | JOY | 1.58× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.93× | |
| Need for Security | CONSERVATISM | 0.94× | |
| Family Orientation | CONSERVATISM | 1.00× |
Yarn has an estimated audience of 5,423,904 people in United Kingdom, concentrated in England and South East.
79.6% of Yarn fans are female, 20.4% are male, with an average age of 44.7 years.
Yarn fans show strongest brand affinity for Sewing (3.55×), Do it yourself (DIY) (2.1×), and Sewing machine (4.77×) over the country average.
Yarn fans in United Kingdom are most concentrated in England (reach ~4M), South East (reach ~800K), and East of England (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Yarn itself, the audience over-indexes on Do it yourself (DIY) (2.1×), Sewing machine (4.77×), Quilting (5.82×), and Crafts (1.66×) 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 Yarn. 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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