A data profile of the people who buy, follow and care about Crafts in Italy — modelled from more than twelve digital signal sources. Crafts has an estimated audience of 17,320,577 people in Italy.
The average Crafts fan in Italy is 44.9 years old, more female, and lives primarily in Lazio.
The audience is concentrated in Lazio, Lombardy, Veneto.
Top brand affinities include Sewing, Knitting, Crochet, with strongest over-indexing on Sewing (1.8× the country average).
Demographically, the Crafts audience skews more female with an average age of 44.9, and over-indexes on personality traits such as Creativity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Crafts fan in Italy is more female, around 44.9 years old, with strong Creativity tendencies and a notable affinity for Sewing.
The key figures that characterise the Crafts profile in Italy.
55.7% are female, 44.3% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 55.7% |
| Male | 44.3% |
| Average age | 44.9 |
| Estimated audience size | 17,320,577 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Crafts audience comes from Italy.
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
Where the Crafts audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lazio | ~4.5M | 2.21× | |
| 02 | Trentino-Alto Adige/Südtirol | ~500K | 1.49× | |
| 03 | Veneto | ~2M | 1.28× | |
| 04 | Lombardy | ~4M | 1.26× | |
| 05 | Emilia-Romagna | ~1.5M | 1.22× | |
| 06 | Friuli-Venezia Giulia | ~400K | 1.11× | |
| 07 | Puglia | ~1M | 0.99× | |
| 08 | Aosta Valley | ~40K | 0.97× | |
| 09 | Marche | ~400K | 0.96× | |
| 10 | Tuscany | ~1M | 0.94× | |
| 11 | Molise | ~80K | 0.94× | |
| 12 | Umbria | ~300K | 0.92× | |
| 13 | Piedmont | ~1M | 0.91× | |
| 14 | Basilicata | ~100K | 0.91× | |
| 15 | Campania | ~1.5M | 0.87× | |
| 16 | Sicilia | ~1.5M | 0.87× | |
| 17 | Liguria | ~400K | 0.87× | |
| 18 | Abruzzo | ~300K | 0.85× | |
| 19 | Calabria | ~400K | 0.83× | |
| 20 | Sardinia | ~400K | 0.83× |
The strongest cross-interests of the Crafts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sewing machine | Home & Garden | 2.04× | ||
| 02 | Handmade Crafts | Kids & Family | 1.93× | ||
| 03 | Crochet | Home & Garden | 1.92× | ||
| 04 | Minute | Kids & Family | 1.90× | ||
| 05 | DIY & Craft Ideas | Home & Garden | 1.85× | ||
| 06 | Pattern (sewing) | Home & Garden | 1.82× | ||
| 07 | Sewing | Home & Garden | 1.80× | ||
| 08 | Knitting needle | Fashion & Accessoires | 1.80× | ||
| 09 | Knitting | Home & Garden | 1.78× | ||
| 10 | Etsy | Fashion & Accessoires | 1.77× | ||
| 11 | Yarn | Fashion & Accessoires | 1.76× | ||
| 12 | Wood carving | Home & Garden | 1.66× | ||
| 13 | Home décor products | Home & Garden | 1.65× | ||
| 14 | Weaving | Fashion & Accessoires | 1.61× | ||
| 15 | Home Decoration & Design | Home & Garden | 1.59× | ||
| 16 | Decoration | Home & Garden | 1.57× | ||
| 17 | Embroidery | Home & Garden | 1.56× | ||
| 18 | Watercolor painting | Arts & Culture | 1.54× | ||
| 19 | Handmade | Home & Garden | 1.53× | ||
| 20 | Textile industry | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.37× | |
| DIY Mentality | THRILL | 1.35× | |
| Design Affinity | PREMIUM | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.86× | |
| Patriotism | CONSERVATISM | 0.86× | |
| Sports Activity | POWER | 0.88× |
Crafts has an estimated audience of 17,320,577 people in Italy, concentrated in Lazio and Lombardy.
55.7% of Crafts fans are female, 44.3% are male, with an average age of 44.9 years.
Crafts fans show strongest brand affinity for Sewing (1.8×), Knitting (1.78×), and Crochet (1.92×) over the country average.
Crafts fans in Italy are most concentrated in Lazio (reach ~4.5M), Lombardy (reach ~4M), and Veneto (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Crafts itself, the audience over-indexes on Knitting (1.78×), Crochet (1.92×), Sewing machine (2.04×), and Yarn (1.76×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Crafts. 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 Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.