A data profile of the people who buy, follow and care about Yarn in India — modelled from more than twelve digital signal sources. Yarn has an estimated audience of 7,075,370 people in India.
Yarn has an estimated audience of 7,075,370 people in India. 44.5% are female, 55.5% are male, average age 30.9. Top brand affinities: Indian Premier League, Knitting, India national cricket team, Virat Kohli, Quilting.
Top brand affinities include Indian Premier League, Knitting, India national cricket team, with strongest over-indexing on Indian Premier League (1.79× the country average).
Demographically, the Yarn audience skews more male with an average age of 30.9, and over-indexes on personality traits such as Quality Awareness, Sustainability.
The typical Yarn fan in India is more male, around 30.9 years old, with strong Quality Awareness tendencies and a notable affinity for Indian Premier League.
The key figures that characterise the Yarn profile in India.
44.5% are female, 55.5% are male, average age 30.9.
| Metric | Value |
|---|---|
| Female | 44.5% |
| Male | 55.5% |
| Average age | 30.9 |
| Estimated audience size | 7,075,370 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 35% | |
| 20-29 | 34% | |
| 30-39 | 15% | |
| 40-49 | 9% | |
| 50+ | 7% |
of the worldwide Yarn audience comes from India.
| Country | Share |
|---|---|
| United States | 15.1% |
| Brazil | 6.3% |
| Japan | 6.0% |
The strongest cross-interests of the Yarn audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Quilting | Home & Garden | 9.81× | ||
| 02 | Knitting | Home & Garden | 6.52× | ||
| 03 | Sewing machine | Home & Garden | 3.27× | ||
| 04 | Sewing | Home & Garden | 3.14× | ||
| 05 | Art jewelry | Fashion & Accessoires | 2.92× | ||
| 06 | Handmade jewelry | Fashion & Accessoires | 2.43× | ||
| 07 | True Detective | Movies & TV | 2.41× | ||
| 08 | Do it yourself (DIY) | Home & Garden | 2.23× | ||
| 09 | Embroidery | Home & Garden | 2.10× | ||
| 10 | Virat Kohli | Sports | 1.96× | ||
| 11 | Investment banking | Business & Career | 1.86× | ||
| 12 | Indian Premier League | Sports | 1.79× | ||
| 13 | Pakistan | Travel & Leisure | 1.79× | ||
| 14 | Rummy | Games | 1.78× | ||
| 15 | Chennai | Travel & Leisure | 1.76× | ||
| 16 | Internet & Social Media | 1.70× | |||
| 17 | Mobile game | Games | 1.61× | ||
| 18 | Kolkata Knight Riders | Sports | 1.57× | ||
| 19 | Chennai Super Kings | Sports | 1.51× | ||
| 20 | India national cricket team | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 3.30× | |
| Sustainability | BALANCE | 2.49× | |
| Creativity | OPEN | 2.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.71× | |
| Mindfulness | BALANCE | 0.83× | |
| Social Media Usage | JOY | 0.90× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India 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 India. 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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