A data profile of the people who buy, follow and care about Australia in United Kingdom — modelled from more than twelve digital signal sources. Australia has an estimated audience of 15,899,457 people in United Kingdom.
The average Australia fan in United Kingdom is 43.6 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 Breaking news, Wikipedia, Local news, with strongest over-indexing on Breaking news (2.43× the country average).
Demographically, the Australia audience skews more female with an average age of 43.6, and over-indexes on personality traits such as Patriotism, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Australia fan in United Kingdom is more female, around 43.6 years old, with strong Patriotism tendencies and a notable affinity for Breaking news.
The key figures that characterise the Australia profile in United Kingdom.
55.5% are female, 44.5% are male, average age 43.6.
| Metric | Value |
|---|---|
| Female | 55.5% |
| Male | 44.5% |
| Average age | 43.6 |
| Estimated audience size | 15,899,457 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 31% |
of the worldwide Australia audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 24.3% |
| United Kingdom | 8.5% |
| Australia | 8.3% |
Where the Australia audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~12M | 2.35× | |
| 02 | West Midlands | ~1M | 1.44× | |
| 03 | Yorkshire and the Humber | ~1.5M | 1.37× | |
| 04 | South East | ~2.5M | 1.11× | |
| 05 | North East | ~700K | 1.10× | |
| 06 | South West | ~1M | 0.85× | |
| 07 | East Midlands | ~900K | 0.82× | |
| 08 | East of England | ~1M | 0.81× | |
| 09 | Wales | ~500K | 0.58× | |
| 10 | Northern Ireland | ~300K | 0.55× | |
| 11 | Scotland | ~800K | 0.53× | |
| 12 | North West | ~900K | 0.51× |
The strongest cross-interests of the Australia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 2.69× | ||
| 02 | Sketch comedy | Movies & TV | 2.45× | ||
| 03 | Breaking news | Movies & TV | 2.43× | ||
| 04 | Local news | News | 2.42× | ||
| 05 | Adoption | Kids & Family | 2.34× | ||
| 06 | Satire | Literature | 2.18× | ||
| 07 | Betfair | Games | 2.04× | ||
| 08 | Risk management | Business & Career | 2.01× | ||
| 09 | William Hill (bookmaker) | Games | 1.97× | ||
| 10 | Esso | Cars & Mobility | 1.97× | ||
| 11 | Refrigerator | Home & Garden | 1.89× | ||
| 12 | Hot tub | Home & Garden | 1.86× | ||
| 13 | Hobby | Home & Garden | 1.85× | ||
| 14 | Internet & Social Media | 1.72× | |||
| 15 | Mobile home | Cars & Mobility | 1.71× | ||
| 16 | Distilled beverage | Food & Beverages | 1.65× | ||
| 17 | EBay | Shopping | 1.61× | ||
| 18 | Rugby union | Sports | 1.57× | ||
| 19 | Volunteering | Politics & Society | 1.56× | ||
| 20 | Energy | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.39× | |
| Convenience Orientation | PREMIUM | 1.22× | |
| Healthy Lifestyle | BALANCE | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.82× | |
| Design Affinity | PREMIUM | 0.82× | |
| Sports Activity | POWER | 0.89× |
Australia has an estimated audience of 15,899,457 people in United Kingdom, concentrated in England and South East.
55.5% of Australia fans are female, 44.5% are male, with an average age of 43.6 years.
Australia fans show strongest brand affinity for Breaking news (2.43×), Wikipedia (2.69×), and Local news (2.42×) over the country average.
Australia fans in United Kingdom are most concentrated in England (reach ~12M), South East (reach ~2.5M), and Yorkshire and the Humber (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Australia itself, the audience over-indexes on Wikipedia (2.69×), Local news (2.42×), Hobby (1.85×), and William Hill (bookmaker) (1.97×) 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 Australia. 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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