Crafts Audience in Italy
Crafts has an estimated audience of 17,320,577 people in Italy. 55.7% are female, 44.3% are male, average age 44.9. Top regions: Lazio, Lombardy, Veneto. Top brand affinities: Sewing, Knitting, Crochet, Sewing machine, Yarn.
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 Indulgence, Creativity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Crafts fans
| Metric | Value |
|---|---|
| Female | 55.7% |
| Male | 44.3% |
| Average age | 44.9 |
| Estimated audience size | 17,320,577 |
Audience persona
The typical Crafts fan in Italy is more female, around 44.9 years old, with strong Indulgence tendencies and a notable affinity for Sewing.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lazio | 4,820,277 | 2.27× |
| Lombardy | 3,863,262 | 1.27× |
| Veneto | 1,809,327 | 1.32× |
| Emilia-Romagna | 1,771,735 | 1.25× |
| Campania | 1,637,648 | 0.84× |
| Sicilia | 1,233,509 | 0.82× |
| Puglia | 1,182,632 | 0.99× |
| Piedmont | 1,131,227 | 0.88× |
| Tuscany | 1,064,779 | 0.93× |
| Trentino-Alto Adige/Südtirol | 562,078 | 1.71× |
| Marche | 401,169 | 0.93× |
| Friuli-Venezia Giulia | 388,940 | 1.19× |
| Liguria | 379,066 | 0.78× |
| Calabria | 342,595 | 0.65× |
| Sardinia | 335,791 | 0.69× |
| Abruzzo | 263,413 | 0.69× |
| Umbria | 225,162 | 0.8× |
| Basilicata | 87,916 | 0.56× |
| Molise | 49,280 | 0.6× |
| Aosta Valley | 36,225 | 0.82× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sewing | 1.8× | Home & Garden |
| Knitting | 1.78× | Home & Garden |
| Crochet | 1.92× | Home & Garden |
| Sewing machine | 2.04× | Home & Garden |
| Yarn | 1.76× | Fashion & Accessoires |
| Wood carving | 1.66× | Home & Garden |
| Home décor products | 1.65× | Home & Garden |
| Decoration | 1.57× | Home & Garden |
| Minute | 1.9× | Kids & Family |
| Embroidery | 1.56× | Home & Garden |
| Pattern (sewing) | 1.82× | Home & Garden |
| Handmade Crafts | 1.93× | Kids & Family |
| Handmade | 1.53× | Home & Garden |
| Weaving | 1.61× | Fashion & Accessoires |
| Watercolor painting | 1.54× | Arts & Culture |
| Textile industry | 1.5× | Fashion & Accessoires |
| Home Decoration & Design | 1.59× | Home & Garden |
| Etsy | 1.77× | Fashion & Accessoires |
| DIY & Craft Ideas | 1.85× | Home & Garden |
| Knitting needle | 1.8× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.44 |
| Creativity | OPEN | 1.34 |
| DIY Mentality | THRILL | 1.28 |
| Luxury Orientation | PREMIUM | 1.11 |
| Social Media Usage | JOY | 1.09 |
| Design Affinity | PREMIUM | 1.06 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
See Crafts audiences in other countries
More Home & Garden audiences in Italy
- Shopping (40,184,269)
- Music (40,110,040)
- Food (39,361,997)
- Sports and outdoors (39,246,828)
- Arts and music (38,946,005)
Frequently asked questions
How many fans does Crafts have in Italy?
Crafts has an estimated audience of 17,320,577 people in Italy, concentrated in Lazio and Lombardy.
What is the gender split and age of Crafts fans?
55.7% of Crafts fans are female, 44.3% are male, with an average age of 44.9 years.
Which brands do Crafts fans like most?
Crafts fans show strongest brand affinity for Sewing (1.8×), Knitting (1.78×), and Crochet (1.92×) over the country average.
Where do Crafts fans live in Italy?
Crafts fans in Italy are most concentrated in Lazio (reach 4,820,277), Lombardy (reach 3,863,262), and Veneto (reach 1,809,327). These three regions account for the largest share of the active audience.
What other brands do Crafts fans also like?
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.
How to read this data
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.
About this audience profile
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.