Handicraft Audience in United States
Handicraft has an estimated audience of 63,386,818 people in United States. 61.9% are female, 38.1% are male, average age 41.6. Top brand affinities: Autism Awareness, Diabetes mellitus awareness, Microblogging, Singer-songwriter, Income tax.
Top brand affinities include Autism Awareness, Diabetes mellitus awareness, Microblogging, with strongest over-indexing on Autism Awareness (19.03× the country average). Demographically, the Handicraft audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Design Affinity, DIY Mentality.
Category: Home & Garden · Type: Topic
Demographics of Handicraft fans
| Metric | Value |
|---|---|
| Female | 61.9% |
| Male | 38.1% |
| Average age | 41.6 |
| Estimated audience size | 63,386,818 |
Audience persona
The typical Handicraft fan in United States is more female, around 41.6 years old, with strong Design Affinity tendencies and a notable affinity for Autism Awareness.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Autism Awareness | 19.03× | Health |
| Diabetes mellitus awareness | 12.48× | Health |
| Microblogging | 12.67× | Technology & Electronics |
| Singer-songwriter | 5.51× | Music & Radio |
| Income tax | 13.19× | Business & Career |
| Charles, Prince of Wales | 18.87× | Politics & Society |
| Planet Fitness | 2.76× | Sports |
| Diaper bag | 4.51× | Kids & Family |
| Do it yourself (DIY) | 2.12× | Home & Garden |
| MSN | 2.41× | News |
| Hobby Lobby | 2.21× | Home & Garden |
| Staples (Canada) | 2.9× | Business & Career |
| Aldi | 1.85× | Shopping |
| Payment card | 8.17× | Fashion & Accessoires |
| Best Buy | 1.78× | Shopping |
| Aubrey Plaza | 5.34× | Movies & TV |
| Great Clips | 2.64× | Beauty & Wellness |
| Jack Black | 5.08× | Movies & TV |
| Metaphysics | 2.41× | Business & Career |
| Etsy | 1.9× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.53 |
| DIY Mentality | THRILL | 1.44 |
| Creativity | OPEN | 1.43 |
| Sustainability | BALANCE | 1.25 |
| Extroversion | THRILL | 1.2 |
| Price Sensitivity | PREMIUM | 1.18 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
See Handicraft audiences in other countries
More Home & Garden audiences in United States
- Food and drink (182,612,063)
- Music (181,108,961)
- Shopping and fashion (177,150,005)
- Sports and outdoors (173,827,889)
- Sports (173,190,295)
How to read this data
Audience size is the estimated number of people in United States 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.