Crafts Audience in Mexico
Crafts has an estimated audience of 7,923,239 people in Mexico. 56.9% are female, 43.1% are male, average age 35.3. Top regions: State of Mexico, Distrito Federal, Jalisco. Top brand affinities: Sewing, Crochet, Knitting, Embroidery, Yarn.
The average Crafts fan in Mexico is 35.3 years old, more female, and lives primarily in State of Mexico. The audience is concentrated in State of Mexico, Distrito Federal, Jalisco. Top brand affinities include Sewing, Crochet, Knitting, with strongest over-indexing on Sewing (2.08× the country average). Demographically, the Crafts audience skews more female with an average age of 35.3, and over-indexes on personality traits such as Mindfulness, Risk Appetite. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Crafts fans
| Metric | Value |
|---|---|
| Female | 56.9% |
| Male | 43.1% |
| Average age | 35.3 |
| Estimated audience size | 7,923,239 |
Audience persona
The typical Crafts fan in Mexico is more female, around 35.3 years old, with strong Mindfulness tendencies and a notable affinity for Sewing.
Top regions in Mexico
| Region | Reach | Affinity |
|---|---|---|
| State of Mexico | 1,013,741 | 0.93× |
| Distrito Federal | 870,609 | 0.84× |
| Jalisco | 681,379 | 1.16× |
| Aguascalientes | 640,300 | 6.37× |
| Nuevo Leon | 401,069 | 0.84× |
| Puebla | 377,032 | 0.9× |
| Veracruz (state) | 362,296 | 0.78× |
| Baja California | 320,904 | 0.98× |
| Guanajuato | 266,158 | 0.71× |
| Chihuahua | 202,046 | 0.74× |
| Michoacan de Ocampo | 190,870 | 0.7× |
| Chiapas | 166,321 | 0.7× |
| Coahuila de Zaragoza | 161,458 | 0.68× |
| Hidalgo | 138,554 | 0.72× |
| Zacatecas | 137,438 | 1.37× |
| Yucatan | 128,740 | 0.78× |
| Sinaloa | 128,423 | 0.61× |
| Guerrero | 128,392 | 0.64× |
| Oaxaca | 128,327 | 0.58× |
| Morelos | 94,806 | 0.69× |
| Baja California Sur | 87,462 | 1.38× |
| Durango | 55,305 | 0.5× |
| Nayarit | 52,689 | 0.69× |
| Tlaxcala | 49,657 | 0.55× |
| Campeche | 35,306 | 0.58× |
| Colima | 29,793 | 0.59× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sewing | 2.08× | Home & Garden |
| Crochet | 1.75× | Home & Garden |
| Knitting | 1.94× | Home & Garden |
| Embroidery | 1.69× | Home & Garden |
| Yarn | 1.73× | Fashion & Accessoires |
| Masha and the Bear | 1.95× | Movies & TV |
| Textile arts | 1.87× | Arts & Culture |
| Fernando Colunga | 1.58× | Movies & TV |
| Folk art | 1.62× | Arts & Culture |
| Nursery rhyme | 2.15× | Kids & Family |
| Needlework | 1.94× | Home & Garden |
| Baião (music) | 1.55× | Music & Radio |
| Pattern (sewing) | 1.8× | Home & Garden |
| Los Temerarios | 1.58× | Music & Radio |
| Rocío Dúrcal | 1.6× | Movies & TV |
| Ana Gabriel | 1.53× | Movies & TV |
| Family and consumer science | 1.52× | Kids & Family |
| Sewing needle | 2.13× | Home & Garden |
| Agricultural science | 1.74× | Business & Career |
| Park Ji-min | 1.51× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Mindfulness | BALANCE | 2.86 |
| Risk Appetite | THRILL | 2.62 |
| Spirituality | BALANCE | 1.42 |
| Travelling | THRILL | 1.26 |
| DIY Mentality | THRILL | 1.24 |
| Price Sensitivity | PREMIUM | 1.15 |
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 Mexico
- Fitness and wellness (17,183,611)
- Music (17,018,882)
- Sports (16,043,635)
- Consumer electronics (15,780,014)
- Sports and outdoors (15,708,621)
Frequently asked questions
How many fans does Crafts have in Mexico?
Crafts has an estimated audience of 7,923,239 people in Mexico, concentrated in State of Mexico and Distrito Federal.
What is the gender split and age of Crafts fans?
56.9% of Crafts fans are female, 43.1% are male, with an average age of 35.3 years.
Which brands do Crafts fans like most?
Crafts fans show strongest brand affinity for Sewing (2.08×), Crochet (1.75×), and Knitting (1.94×) over the country average.
Where do Crafts fans live in Mexico?
Crafts fans in Mexico are most concentrated in State of Mexico (reach 1,013,741), Distrito Federal (reach 870,609), and Jalisco (reach 681,379). 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 Crochet (1.75×), Knitting (1.94×), Embroidery (1.69×), and Yarn (1.73×) compared to the Mexico average.
How to read this data
Audience size is the estimated number of people in Mexico 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 Mexico. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.