A data profile of the people who buy, follow and care about Amazon Kindle in United Kingdom — modelled from more than twelve digital signal sources. Amazon Kindle has an estimated audience of 3,072,000 people in United Kingdom.
The average Amazon Kindle fan in United Kingdom is 44.9 years old, more female, and lives primarily in Scotland.
The audience is concentrated in Scotland, Wales, South East.
Top brand affinities include Harlan Coben, New-adult fiction, Waterstones, with strongest over-indexing on Harlan Coben (11.68× the country average).
Demographically, the Amazon Kindle audience skews more female with an average age of 44.9, and over-indexes on personality traits such as Family Orientation, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Amazon Kindle fan in United Kingdom is more female, around 44.9 years old, with strong Family Orientation tendencies and a notable affinity for Harlan Coben.
The key figures that characterise the Amazon Kindle profile in United Kingdom.
70.4% are female, 29.6% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 70.4% |
| Male | 29.6% |
| Average age | 44.9 |
| Estimated audience size | 3,072,000 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 15% | |
| 30-39 | 16% | |
| 40-49 | 20% | |
| 50+ | 37% |
of the worldwide Amazon Kindle audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 25.4% |
| Japan | 12.0% |
| United Kingdom | 7.6% |
Where the Amazon Kindle audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~600K | 2.29× | |
| 02 | Wales | ~300K | 1.83× | |
| 03 | Northern Ireland | ~200K | 1.70× | |
| 04 | Yorkshire and the Humber | ~200K | 0.87× | |
| 05 | West Midlands | ~100K | 0.85× | |
| 06 | North East | ~100K | 0.83× | |
| 07 | South East | ~300K | 0.63× | |
| 08 | South West | ~100K | 0.58× | |
| 09 | East Midlands | ~100K | 0.55× | |
| 10 | East of England | ~100K | 0.50× | |
| 11 | North West | ~100K | 0.38× |
The strongest cross-interests of the Amazon Kindle audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | New-adult fiction | Literature | 14.59× | ||
| 02 | Lee Child | Literature | 12.33× | ||
| 03 | Harlan Coben | Literature | 11.68× | ||
| 04 | Urban fantasy | Literature | 10.25× | ||
| 05 | Kindle Store | Literature | 9.00× | ||
| 06 | Paperback | Literature | 8.13× | ||
| 07 | Tabletop role-playing game | Games | 7.72× | ||
| 08 | Women's fiction | Literature | 7.46× | ||
| 09 | Goodreads | Literature | 7.45× | ||
| 10 | E-book readers | Technology & Electronics | 6.87× | ||
| 11 | Book discussion club | Literature | 6.49× | ||
| 12 | Contemporary romance | Literature | 6.08× | ||
| 13 | Crime fiction | Literature | 5.70× | ||
| 14 | Sarah, Duchess of York | Literature | 5.14× | ||
| 15 | Waterstones | Literature | 4.98× | ||
| 16 | Papyrus | Politics & Society | 4.42× | ||
| 17 | Novel | Literature | 4.25× | ||
| 18 | Travelodge | Travel & Leisure | 2.69× | ||
| 19 | Halifax (United Kingdom bank) | Business & Career | 2.17× | ||
| 20 | Books | Literature | 1.83× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.59× | |
| Community Orientation | OPEN | 1.47× | |
| Need for Security | CONSERVATISM | 1.37× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.85× | |
| Early Adopter Mentality | POWER | 0.88× | |
| Extroversion | THRILL | 0.91× |
Amazon Kindle's target market in United Kingdom covers an estimated 3,072,000 people, concentrated in Scotland and Wales.
70.4% of the Amazon Kindle audience are female, 29.6% are male, with an average age of 44.9 years.
Amazon Kindle fans show strongest brand affinity for Harlan Coben (11.68×), New-adult fiction (14.59×), and Waterstones (4.98×) over the country average.
Amazon Kindle fans in United Kingdom are most concentrated in Scotland (reach ~600K), Wales (reach ~300K), and South East (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Amazon Kindle itself, the audience over-indexes on New-adult fiction (14.59×), Waterstones (4.98×), Kindle Store (9×), and Lee Child (12.33×) 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 Amazon Kindle. 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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