A data profile of the people who buy, follow and care about Crafts in Sweden — modelled from more than twelve digital signal sources. Crafts has an estimated audience of 2,744,225 people in Sweden.
Crafts has an estimated audience of 2,744,225 people in Sweden. 59.3% are female, 40.7% are male, average age 47.6. Top brand affinities: Handicraft, Crochet, Decoration, Sewing, Landscape design.
Top brand affinities include Handicraft, Crochet, Decoration, with strongest over-indexing on Handicraft (1.73× the country average).
Demographically, the Crafts audience skews more female with an average age of 47.6, and over-indexes on personality traits such as Healthy Lifestyle, Early Adopter Mentality.
The typical Crafts fan in Sweden is more female, around 47.6 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Handicraft.
The key figures that characterise the Crafts profile in Sweden.
59.3% are female, 40.7% are male, average age 47.6.
| Metric | Value |
|---|---|
| Female | 59.3% |
| Male | 40.7% |
| Average age | 47.6 |
| Estimated audience size | 2,744,225 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 13% | |
| 30-39 | 16% | |
| 40-49 | 22% | |
| 50+ | 44% |
of the worldwide Crafts audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
The strongest cross-interests of the Crafts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Knitting pattern | Fashion & Accessoires | 2.28× | ||
| 02 | Decoration | Home & Garden | 2.24× | ||
| 03 | Handmade Crafts | Kids & Family | 2.23× | ||
| 04 | Handmade | Home & Garden | 2.11× | ||
| 05 | Knitting needle | Fashion & Accessoires | 2.09× | ||
| 06 | Sewing machine | Home & Garden | 2.05× | ||
| 07 | Landscape design | Business & Career | 2.01× | ||
| 08 | Home Decoration & Design | Home & Garden | 1.94× | ||
| 09 | Home décor products | Home & Garden | 1.93× | ||
| 10 | Crochet | Home & Garden | 1.91× | ||
| 11 | Pattern (sewing) | Home & Garden | 1.81× | ||
| 12 | Home Interior Design | Home & Garden | 1.80× | ||
| 13 | Yarn | Fashion & Accessoires | 1.75× | ||
| 14 | Handicraft | Home & Garden | 1.73× | ||
| 15 | Sewing | Home & Garden | 1.72× | ||
| 16 | Embroidery | Home & Garden | 1.66× | ||
| 17 | Decorative arts | Arts & Culture | 1.60× | ||
| 18 | Danish design | Home & Garden | 1.58× | ||
| 19 | Architecture & Design | Business & Career | 1.52× | ||
| 20 | Knitting | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.16× | |
| Early Adopter Mentality | POWER | 0.93× | |
| Patriotism | CONSERVATISM | 0.90× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.75× | |
| Travelling | THRILL | 0.82× | |
| Social Media Usage | JOY | 0.84× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden 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 Sweden. 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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