A data profile of the people who buy, follow and care about American Express in United Kingdom — modelled from more than twelve digital signal sources. American Express has an estimated audience of 3,101,754 people in United Kingdom.
The average American Express fan in United Kingdom is 45.7 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Dow Jones Industrial Average, City of London, Scottish Widows, with strongest over-indexing on Dow Jones Industrial Average (6.95× the country average).
Demographically, the American Express audience skews balanced with an average age of 45.7, and over-indexes on personality traits such as Career Orientation, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical American Express fan in United Kingdom is balanced, around 45.7 years old, with strong Career Orientation tendencies and a notable affinity for Dow Jones Industrial Average.
The key figures that characterise the American Express profile in United Kingdom.
48.8% are female, 51.2% are male, average age 45.7.
| Metric | Value |
|---|---|
| Female | 48.8% |
| Male | 51.2% |
| Average age | 45.7 |
| Estimated audience size | 3,101,754 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 25% | |
| 50+ | 34% |
of the worldwide American Express audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 43.1% |
| Mexico | 5.7% |
| United Kingdom | 5.3% |
Where the American Express audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~800K | 1.99× | |
| 02 | South East | ~600K | 1.46× | |
| 03 | England | ~2.5M | 1.38× | |
| 04 | East of England | ~400K | 1.24× | |
| 05 | Scotland | ~300K | 1.14× | |
| 06 | North West | ~300K | 0.93× | |
| 07 | South West | ~200K | 0.93× | |
| 08 | East Midlands | ~200K | 0.84× | |
| 09 | Northern Ireland | ~70K | 0.76× | |
| 10 | Wales | ~100K | 0.74× | |
| 11 | West Midlands | ~70K | 0.56× | |
| 12 | North East | ~70K | 0.56× | |
| 13 | Yorkshire and the Humber | ~100K | 0.49× |
The strongest cross-interests of the American Express audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | BNP Paribas | Business & Career | 16.58× | ||
| 02 | Dow Jones Industrial Average | Business & Career | 6.95× | ||
| 03 | Mobile payment | Business & Career | 5.83× | ||
| 04 | City of London | Travel & Leisure | 3.42× | ||
| 05 | Office 365 | Technology & Electronics | 3.11× | ||
| 06 | Google Docs | Internet & Social Media | 2.91× | ||
| 07 | Companies House | Politics & Society | 2.76× | ||
| 08 | Scottish Widows | Business & Career | 2.69× | ||
| 09 | Gmail | Internet & Social Media | 2.55× | ||
| 10 | Instant messaging | Internet & Social Media | 2.42× | ||
| 11 | Financial services | Business & Career | 2.29× | ||
| 12 | Toolstation | Home & Garden | 2.19× | ||
| 13 | Finance | Business & Career | 2.14× | ||
| 14 | Automobiles | Cars & Mobility | 2.08× | ||
| 15 | Training | Sports | 2.04× | ||
| 16 | Transport | Cars & Mobility | 1.88× | ||
| 17 | Mobile phones | Technology & Electronics | 1.74× | ||
| 18 | London | Travel & Leisure | 1.68× | ||
| 19 | Personal finance | Business & Career | 1.68× | ||
| 20 | Business | Business & Career | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 2.17× | |
| Quality Awareness | PREMIUM | 1.93× | |
| Need for Security | CONSERVATISM | 1.70× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.60× | |
| Creativity | OPEN | 0.74× | |
| Pet Ownership | JOY | 0.80× |
American Express's target market in United Kingdom covers an estimated 3,101,754 people, concentrated in England and Greater London.
48.8% of the American Express audience are female, 51.2% are male, with an average age of 45.7 years.
American Express fans show strongest brand affinity for Dow Jones Industrial Average (6.95×), City of London (3.42×), and Scottish Widows (2.69×) over the country average.
American Express fans in United Kingdom are most concentrated in England (reach ~2.5M), Greater London (reach ~800K), and South East (reach ~600K). These three regions account for the largest share of the active audience.
Beyond American Express itself, the audience over-indexes on City of London (3.42×), Scottish Widows (2.69×), Google Docs (2.91×), and BNP Paribas (16.58×) 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 American Express. 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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