A data profile of the people who buy, follow and care about Air travel in United Kingdom — modelled from more than twelve digital signal sources. Air travel has an estimated audience of 10,910,323 people in United Kingdom.
The average Air travel fan in United Kingdom is 44.6 years old, more female, and lives primarily in Scotland.
The audience is concentrated in Scotland, Wales, South East.
Top brand affinities include Scottish Widows, Companies House, National Lottery (Ireland), with strongest over-indexing on Scottish Widows (2.42× the country average).
Demographically, the Air travel audience skews more female with an average age of 44.6, and over-indexes on personality traits such as Travelling, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Air travel fan in United Kingdom is more female, around 44.6 years old, with strong Travelling tendencies and a notable affinity for Scottish Widows.
The key figures that characterise the Air travel profile in United Kingdom.
56.8% are female, 43.2% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 56.8% |
| Male | 43.2% |
| Average age | 44.6 |
| Estimated audience size | 10,910,323 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Air travel audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 14.1% |
| Japan | 6.3% |
| Brazil | 5.1% |
Where the Air travel audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Wales | ~1.5M | 2.59× | |
| 02 | Northern Ireland | ~700K | 2.04× | |
| 03 | Scotland | ~1.5M | 1.77× | |
| 04 | North East | ~300K | 0.77× | |
| 05 | East Midlands | ~600K | 0.74× | |
| 06 | West Midlands | ~300K | 0.73× | |
| 07 | North West | ~800K | 0.71× | |
| 08 | South West | ~600K | 0.71× | |
| 09 | Yorkshire and the Humber | ~600K | 0.71× | |
| 10 | East of England | ~700K | 0.66× | |
| 11 | South East | ~900K | 0.60× | |
| 12 | Greater London | ~800K | 0.54× |
The strongest cross-interests of the Air travel audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Retirement planning | Business & Career | 3.25× | ||
| 02 | Companies House | Politics & Society | 2.61× | ||
| 03 | Scottish Widows | Business & Career | 2.42× | ||
| 04 | Travelodge | Travel & Leisure | 2.18× | ||
| 05 | Sporting Life (British newspaper) | Sports | 2.09× | ||
| 06 | National Lottery (Ireland) | Games | 1.95× | ||
| 07 | Google Docs | Internet & Social Media | 1.93× | ||
| 08 | Mail Online | News | 1.90× | ||
| 09 | Local news | News | 1.83× | ||
| 10 | Gmail | Internet & Social Media | 1.75× | ||
| 11 | Racing Post | Sports | 1.70× | ||
| 12 | Halifax (United Kingdom bank) | Business & Career | 1.68× | ||
| 13 | TripAdvisor | Travel & Leisure | 1.64× | ||
| 14 | TUI | Travel & Leisure | 1.61× | ||
| 15 | Google Maps | Internet & Social Media | 1.61× | ||
| 16 | Transport | Cars & Mobility | 1.58× | ||
| 17 | Waterstones | Literature | 1.58× | ||
| 18 | British Airways | Travel & Leisure | 1.57× | ||
| 19 | Vacations | Travel & Leisure | 1.54× | ||
| 20 | Matalan | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.38× | |
| Family Orientation | CONSERVATISM | 1.35× | |
| Career Orientation | POWER | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.80× | |
| Early Adopter Mentality | POWER | 0.87× | |
| Social Media Usage | JOY | 0.88× |
Air travel has an estimated audience of 10,910,323 people in United Kingdom, concentrated in Scotland and Wales.
56.8% of Air travel fans are female, 43.2% are male, with an average age of 44.6 years.
Air travel fans show strongest brand affinity for Scottish Widows (2.42×), Companies House (2.61×), and National Lottery (Ireland) (1.95×) over the country average.
Air travel fans in United Kingdom are most concentrated in Scotland (reach ~1.5M), Wales (reach ~1.5M), and South East (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Air travel itself, the audience over-indexes on Companies House (2.61×), National Lottery (Ireland) (1.95×), Mail Online (1.9×), and Travelodge (2.18×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Air travel. 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 United Kingdom. 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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