A data profile of the people who buy, follow and care about Handicraft in Sweden — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 2,479,971 people in Sweden.
Handicraft has an estimated audience of 2,479,971 people in Sweden. 69.8% are female, 30.2% are male, average age 46.4. Top brand affinities: Hemnet, Sveriges Television, Biltema, Gina Tricot, Do it yourself (DIY).
Top brand affinities include Hemnet, Sveriges Television, Biltema, with strongest over-indexing on Hemnet (1.98× the country average).
Demographically, the Handicraft audience skews more female with an average age of 46.4, and over-indexes on personality traits such as DIY Mentality, Design Affinity.
The typical Handicraft fan in Sweden is more female, around 46.4 years old, with strong DIY Mentality tendencies and a notable affinity for Hemnet.
The key figures that characterise the Handicraft profile in Sweden.
69.8% are female, 30.2% are male, average age 46.4.
| Metric | Value |
|---|---|
| Female | 69.8% |
| Male | 30.2% |
| Average age | 46.4 |
| Estimated audience size | 2,479,971 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 15% | |
| 30-39 | 16% | |
| 40-49 | 22% | |
| 50+ | 40% |
of the worldwide Handicraft audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
The strongest cross-interests of the Handicraft audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Etsy | Fashion & Accessoires | 3.65× | ||
| 02 | Jotex | Shopping | 3.10× | ||
| 03 | Weaving | Fashion & Accessoires | 2.34× | ||
| 04 | Crochet | Home & Garden | 2.30× | ||
| 05 | Do it yourself (DIY) | Home & Garden | 2.10× | ||
| 06 | KappAhl | Fashion & Accessoires | 1.99× | ||
| 07 | Flower | Home & Garden | 1.99× | ||
| 08 | Hobby | Home & Garden | 1.99× | ||
| 09 | Hemnet | Home & Garden | 1.98× | ||
| 10 | Gina Tricot | Fashion & Accessoires | 1.98× | ||
| 11 | Winery | Food & Beverages | 1.95× | ||
| 12 | Fine art | Business & Career | 1.81× | ||
| 13 | Crafts | Home & Garden | 1.73× | ||
| 14 | Lindex | Fashion & Accessoires | 1.71× | ||
| 15 | Knitting | Home & Garden | 1.66× | ||
| 16 | Sveriges Television | Technology & Electronics | 1.65× | ||
| 17 | Home improvement | Home & Garden | 1.60× | ||
| 18 | Renovation | Home & Garden | 1.53× | ||
| 19 | Biltema | Business & Career | 1.52× | ||
| 20 | JYSK | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.63× | |
| Design Affinity | PREMIUM | 1.50× | |
| Creativity | OPEN | 1.49× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.90× | |
| Family Orientation | CONSERVATISM | 1.00× | |
| Need for Security | CONSERVATISM | 1.00× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Handicraft. 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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