A data profile of the people who buy, follow and care about Crafts in South Africa — modelled from more than twelve digital signal sources. Crafts has an estimated audience of 2,711,668 people in South Africa.
Crafts has an estimated audience of 2,711,668 people in South Africa. 57.0% are female, 43.0% are male, average age 38.2. Top brand affinities: Family and consumer science, Shoemaking, Beauty World (TV series), Rangoli, TV9 (Malaysia).
Top brand affinities include Family and consumer science, Shoemaking, Beauty World (TV series), with strongest over-indexing on Family and consumer science (1.56× the country average).
Demographically, the Crafts audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Spirituality, Travelling.
The typical Crafts fan in South Africa is more female, around 38.2 years old, with strong Spirituality tendencies and a notable affinity for Family and consumer science.
The key figures that characterise the Crafts profile in South Africa.
57.0% are female, 43.0% are male, average age 38.2.
| Metric | Value |
|---|---|
| Female | 57.0% |
| Male | 43.0% |
| Average age | 38.2 |
| Estimated audience size | 2,711,668 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 23% | |
| 30-39 | 19% | |
| 40-49 | 15% | |
| 50+ | 22% |
of the worldwide Crafts audience comes from South Africa.
| 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 | Beauty World (TV series) | Movies & TV | 1.90× | ||
| 02 | Buttinette | Home & Garden | 1.82× | ||
| 03 | Elfin Sports Cars | Cars & Mobility | 1.61× | ||
| 04 | Family and consumer science | Kids & Family | 1.56× | ||
| 05 | Rangoli | Travel & Leisure | 1.55× | ||
| 06 | Tom Rodriguez | Movies & TV | 1.55× | ||
| 07 | TV9 (Malaysia) | Movies & TV | 1.54× | ||
| 08 | Amelia Thripura Henderson | Movies & TV | 1.54× | ||
| 09 | Syafiq Kyle | Movies & TV | 1.54× | ||
| 10 | Zahirah MacWilson | Movies & TV | 1.54× | ||
| 11 | 8TV | Movies & TV | 1.54× | ||
| 12 | Shoemaking | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.83× | |
| Travelling | THRILL | 0.62× | |
| Healthy Lifestyle | BALANCE | 0.58× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.53× | |
| Social Media Usage | JOY | 0.56× | |
| Healthy Lifestyle | BALANCE | 0.58× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in South Africa 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 South Africa. 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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