A data profile of the people who buy, follow and care about Aviva in United Kingdom — modelled from more than twelve digital signal sources. Aviva has an estimated audience of 3,610,485 people in United Kingdom.
The average Aviva fan in United Kingdom is 49.8 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Scottish Widows, Halifax (United Kingdom bank), Direct Line, with strongest over-indexing on Scottish Widows (11.37× the country average).
Demographically, the Aviva audience skews balanced with an average age of 49.8, and over-indexes on personality traits such as Career Orientation, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Aviva fan in United Kingdom is balanced, around 49.8 years old, with strong Career Orientation tendencies and a notable affinity for Scottish Widows.
The key figures that characterise the Aviva profile in United Kingdom.
50.5% are female, 49.5% are male, average age 49.8.
| Metric | Value |
|---|---|
| Female | 50.5% |
| Male | 49.5% |
| Average age | 49.8 |
| Estimated audience size | 3,610,485 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 2% | |
| 20-29 | 9% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 50% |
of the worldwide Aviva audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 53.9% |
| United States | 5.7% |
| Ireland | 5.4% |
Where the Aviva audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~400K | 1.43× | |
| 02 | West Midlands | ~200K | 1.23× | |
| 03 | Scotland | ~400K | 1.14× | |
| 04 | Wales | ~200K | 1.14× | |
| 05 | South East | ~600K | 1.12× | |
| 06 | England | ~2.5M | 0.98× | |
| 07 | North East | ~100K | 0.97× | |
| 08 | South West | ~300K | 0.93× | |
| 09 | East of England | ~300K | 0.90× | |
| 10 | East Midlands | ~200K | 0.88× | |
| 11 | Northern Ireland | ~80K | 0.74× | |
| 12 | North West | ~200K | 0.54× |
The strongest cross-interests of the Aviva audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Scottish Widows | Business & Career | 11.37× | ||
| 02 | Direct Line | Business & Career | 9.30× | ||
| 03 | Southeastern (train operating company) | Cars & Mobility | 8.03× | ||
| 04 | AXA | Business & Career | 7.84× | ||
| 05 | Onet.pl | News | 7.00× | ||
| 06 | Standard Life | Business & Career | 6.54× | ||
| 07 | EDEN | Music & Radio | 5.25× | ||
| 08 | Halifax (United Kingdom bank) | Business & Career | 3.77× | ||
| 09 | HSBC | Business & Career | 3.13× | ||
| 10 | British Gas | Home & Garden | 2.75× | ||
| 11 | NatWest | Business & Career | 2.24× | ||
| 12 | Barclays | Business & Career | 2.15× | ||
| 13 | Octopus Energy | Home & Garden | 2.02× | ||
| 14 | National Lottery | Games | 1.93× | ||
| 15 | TUI | Travel & Leisure | 1.84× | ||
| 16 | Companies House | Politics & Society | 1.77× | ||
| 17 | British Airways | Travel & Leisure | 1.61× | ||
| 18 | Business | Business & Career | 1.59× | ||
| 19 | Customer | Business & Career | 1.59× | ||
| 20 | EBay | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.60× | |
| Need for Security | CONSERVATISM | 1.49× | |
| Quality Awareness | PREMIUM | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.93× | |
| Pet Ownership | JOY | 0.95× | |
| Mindfulness | BALANCE | 0.98× |
Aviva's target market in United Kingdom covers an estimated 3,610,485 people, concentrated in England and South East.
50.5% of the Aviva audience are female, 49.5% are male, with an average age of 49.8 years.
Aviva fans show strongest brand affinity for Scottish Widows (11.37×), Halifax (United Kingdom bank) (3.77×), and Direct Line (9.3×) over the country average.
Aviva fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~600K), and Yorkshire and the Humber (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Aviva itself, the audience over-indexes on Halifax (United Kingdom bank) (3.77×), Direct Line (9.3×), Business (1.59×), and British Gas (2.75×) 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 Aviva. 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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