A data profile of the people who buy, follow and care about B&Q in United Kingdom — modelled from more than twelve digital signal sources. B&Q has an estimated audience of 14,918,842 people in United Kingdom.
The average B&Q fan in United Kingdom is 44.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Screwfix, Toolstation, Business, with strongest over-indexing on Screwfix (4.09× the country average).
Demographically, the B&Q audience skews more female with an average age of 44.4, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical B&Q fan in United Kingdom is more female, around 44.4 years old, with strong DIY Mentality tendencies and a notable affinity for Screwfix.
The key figures that characterise the B&Q profile in United Kingdom.
62.7% are female, 37.3% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 62.7% |
| Male | 37.3% |
| Average age | 44.4 |
| Estimated audience size | 14,918,842 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide B&Q audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 75.3% |
| Ireland | 3.9% |
| United States | 3.7% |
Where the B&Q audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~11M | 3.42× | |
| 02 | West Midlands | ~900K | 1.43× | |
| 03 | Yorkshire and the Humber | ~1.5M | 1.40× | |
| 04 | North East | ~600K | 1.12× | |
| 05 | East Midlands | ~1M | 0.95× | |
| 06 | South West | ~1M | 0.90× | |
| 07 | South East | ~1.5M | 0.82× | |
| 08 | East of England | ~1M | 0.82× | |
| 09 | North West | ~900K | 0.56× | |
| 10 | Scotland | ~300K | 0.24× | |
| 11 | Wales | ~200K | 0.22× | |
| 12 | Northern Ireland | ~80K | 0.17× |
The strongest cross-interests of the B&Q audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wickes | Home & Garden | 4.42× | ||
| 02 | Screwfix | Home & Garden | 4.09× | ||
| 03 | Toolstation | Home & Garden | 3.63× | ||
| 04 | Homebase | Shopping | 3.53× | ||
| 05 | Xero (software) | Brand | 3.12× | ||
| 06 | Sky Vegas | Games | 2.59× | ||
| 07 | British Gas | Home & Garden | 2.55× | ||
| 08 | Home Interior Design | Home & Garden | 2.42× | ||
| 09 | Dunelm | Home & Garden | 2.33× | ||
| 10 | Esso | Cars & Mobility | 2.28× | ||
| 11 | Garden furniture | Home & Garden | 2.26× | ||
| 12 | Home repair | Home & Garden | 2.17× | ||
| 13 | IKEA | Home & Garden | 1.91× | ||
| 14 | Octopus Energy | Home & Garden | 1.87× | ||
| 15 | Renovation | Home & Garden | 1.71× | ||
| 16 | Halfords | Cars & Mobility | 1.66× | ||
| 17 | Zoopla | Business & Career | 1.64× | ||
| 18 | Business | Business & Career | 1.59× | ||
| 19 | Matalan | Shopping | 1.57× | ||
| 20 | Transport | Cars & Mobility | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.62× | |
| Quality Awareness | PREMIUM | 1.59× | |
| Design Affinity | PREMIUM | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.75× | |
| Risk Appetite | THRILL | 0.84× | |
| Mindfulness | BALANCE | 0.85× |
B&Q's target market in United Kingdom covers an estimated 14,918,842 people, concentrated in England and Yorkshire and the Humber.
62.7% of the B&Q audience are female, 37.3% are male, with an average age of 44.4 years.
B&Q fans show strongest brand affinity for Screwfix (4.09×), Toolstation (3.63×), and Business (1.59×) over the country average.
B&Q fans in United Kingdom are most concentrated in England (reach ~11M), Yorkshire and the Humber (reach ~1.5M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond B&Q itself, the audience over-indexes on Toolstation (3.63×), Business (1.59×), Dunelm (2.33×), and British Gas (2.55×) 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 B&Q. 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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