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: Israel, Bank account, Staycation, Nebraska Cornhuskers football, JDSU.
Top brand affinities include Israel, Bank account, Staycation, with strongest over-indexing on Israel (2.28× 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 Israel.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Israel | 2.28× | Travel & Leisure |
| Bank account | 1.74× | Business & Career |
| Staycation | 2.2× | Home & Garden |
| Nebraska Cornhuskers football | 2.16× | Sports |
| JDSU | 1.81× | Business & Career |
| Jesse Plemons | 1.85× | Movies & TV |
| Kendra Scott | 1.51× | Fashion & Accessoires |
| Home staging | 2.58× | Home & Garden |
| Jeep Wagoneer | 2.54× | Cars & Mobility |
| Charlamagne Tha God | 3.79× | Movies & TV |
| Women's empowerment | 1.68× | Politics & Society |
| Janitor | 2.37× | Home & Garden |
| Jaws | 1.85× | Movies & TV |
| Glossier | 1.74× | Beauty & Wellness |
| Jeep Grand Cherokee (WJ) | 2× | Cars & Mobility |
| UK garage | 1.74× | Music & Radio |
| Hocus Pocus | 1.51× | Movies & TV |
| Vicky Kaushal | 4.42× | Movies & TV |
| Kento Yamazaki | 3.42× | Movies & TV |
| Meals on Wheels | 1.73× | Food & Beverages |
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.