A data profile of the people who buy, follow and care about ancestry in United Kingdom — modelled from more than twelve digital signal sources. ancestry has an estimated audience of 5,638,405 people in United Kingdom.
The average ancestry fan in United Kingdom is 45.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Wikipedia, Hobby, Satire, with strongest over-indexing on Wikipedia (5.94× the country average).
Demographically, the ancestry audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Pet Ownership, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical ancestry fan in United Kingdom is more female, around 45.0 years old, with strong Pet Ownership tendencies and a notable affinity for Wikipedia.
The key figures that characterise the ancestry profile in United Kingdom.
65.1% are female, 34.9% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 65.1% |
| Male | 34.9% |
| Average age | 45.0 |
| Estimated audience size | 5,638,405 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 25% | |
| 50+ | 33% |
of the worldwide ancestry audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 45.2% |
| United Kingdom | 12.7% |
| Australia | 5.2% |
Where the ancestry audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Wales | ~400K | 1.38× | |
| 02 | Yorkshire and the Humber | ~600K | 1.32× | |
| 03 | West Midlands | ~300K | 1.25× | |
| 04 | North East | ~200K | 1.16× | |
| 05 | South West | ~500K | 1.04× | |
| 06 | Scotland | ~500K | 0.98× | |
| 07 | South East | ~700K | 0.96× | |
| 08 | Northern Ireland | ~200K | 0.89× | |
| 09 | East of England | ~400K | 0.84× | |
| 10 | East Midlands | ~300K | 0.84× | |
| 11 | England | ~4M | 0.75× | |
| 12 | North West | ~400K | 0.59× |
The strongest cross-interests of the ancestry audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Anna Faris | Movies & TV | 8.19× | ||
| 02 | Wikipedia | Internet & Social Media | 5.94× | ||
| 03 | Home business | Business & Career | 4.31× | ||
| 04 | Sketch comedy | Movies & TV | 4.03× | ||
| 05 | Political science | Business & Career | 4.03× | ||
| 06 | Adoption | Kids & Family | 3.68× | ||
| 07 | Purchase discount | Shopping | 3.40× | ||
| 08 | Satire | Literature | 3.36× | ||
| 09 | Risk management | Business & Career | 2.98× | ||
| 10 | Forestry | Home & Garden | 2.98× | ||
| 11 | Luxury yacht | Travel & Leisure | 2.93× | ||
| 12 | Mobile home | Cars & Mobility | 2.51× | ||
| 13 | Hobby | Home & Garden | 2.44× | ||
| 14 | Esso | Cars & Mobility | 2.43× | ||
| 15 | Refrigerator | Home & Garden | 2.40× | ||
| 16 | Genetics | Kids & Family | 2.20× | ||
| 17 | Philanthropy | Arts & Culture | 2.18× | ||
| 18 | Politics | Politics & Society | 1.60× | ||
| 19 | Weddings | Kids & Family | 1.58× | ||
| 20 | Aldi | Shopping | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 1.74× | |
| Convenience Orientation | PREMIUM | 1.62× | |
| Tradition | CONSERVATISM | 1.61× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.85× | |
| Price Sensitivity | PREMIUM | 0.87× | |
| Design Affinity | PREMIUM | 0.91× |
ancestry has an estimated audience of 5,638,405 people in United Kingdom, concentrated in England and South East.
65.1% of ancestry fans are female, 34.9% are male, with an average age of 45.0 years.
ancestry fans show strongest brand affinity for Wikipedia (5.94×), Hobby (2.44×), and Satire (3.36×) over the country average.
ancestry fans in United Kingdom are most concentrated in England (reach ~4M), South East (reach ~700K), and Yorkshire and the Humber (reach ~600K). These three regions account for the largest share of the active audience.
Beyond ancestry itself, the audience over-indexes on Hobby (2.44×), Satire (3.36×), Sketch comedy (4.03×), and Political science (4.03×) 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 ancestry. 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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