A data profile of the people who buy, follow and care about Barclays in United Kingdom — modelled from more than twelve digital signal sources. Barclays has an estimated audience of 8,299,898 people in United Kingdom.
The average Barclays fan in United Kingdom is 46.5 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Greater London.
Top brand affinities include Halifax (United Kingdom bank), HSBC, NatWest, with strongest over-indexing on Halifax (United Kingdom bank) (5.6× the country average).
Demographically, the Barclays audience skews balanced with an average age of 46.5, and over-indexes on personality traits such as Need for Security, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Barclays fan in United Kingdom is balanced, around 46.5 years old, with strong Need for Security tendencies and a notable affinity for Halifax (United Kingdom bank).
The key figures that characterise the Barclays profile in United Kingdom.
50.4% are female, 49.6% are male, average age 46.5.
| Metric | Value |
|---|---|
| Female | 50.4% |
| Male | 49.6% |
| Average age | 46.5 |
| Estimated audience size | 8,299,898 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 13% | |
| 30-39 | 19% | |
| 40-49 | 25% | |
| 50+ | 37% |
of the worldwide Barclays audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 54.8% |
| United States | 21.3% |
| Germany | 6.5% |
Where the Barclays audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~6.5M | 1.54× | |
| 02 | Wales | ~800K | 1.52× | |
| 03 | East of England | ~1M | 1.39× | |
| 04 | North West | ~1M | 1.10× | |
| 05 | Greater London | ~1M | 1.07× | |
| 06 | South West | ~800K | 1.07× | |
| 07 | South East | ~1M | 1.06× | |
| 08 | East Midlands | ~600K | 1.02× | |
| 09 | North East | ~300K | 0.96× | |
| 10 | West Midlands | ~300K | 0.71× | |
| 11 | Yorkshire and the Humber | ~400K | 0.63× | |
| 12 | Scotland | ~400K | 0.50× | |
| 13 | Northern Ireland | ~100K | 0.44× |
The strongest cross-interests of the Barclays audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | BNP Paribas | Business & Career | 12.56× | ||
| 02 | HSBC | Business & Career | 7.06× | ||
| 03 | NatWest | Business & Career | 5.86× | ||
| 04 | Halifax (United Kingdom bank) | Business & Career | 5.60× | ||
| 05 | Santander Bank | Business & Career | 4.92× | ||
| 06 | Bank of Scotland | Business & Career | 4.70× | ||
| 07 | Nationwide Building Society | Business & Career | 3.75× | ||
| 08 | Cheque | Fashion & Accessoires | 3.08× | ||
| 09 | Loan | Business & Career | 3.01× | ||
| 10 | Financial services | Business & Career | 2.99× | ||
| 11 | Pension | Business & Career | 2.76× | ||
| 12 | Mortgage loans | Business & Career | 2.70× | ||
| 13 | British Gas | Home & Garden | 2.03× | ||
| 14 | Banking | Business & Career | 2.01× | ||
| 15 | Scottish Widows | Business & Career | 1.99× | ||
| 16 | Octopus Energy | Home & Garden | 1.92× | ||
| 17 | Credit cards | Business & Career | 1.80× | ||
| 18 | National Lottery (Ireland) | Games | 1.69× | ||
| 19 | Breaking news | Movies & TV | 1.63× | ||
| 20 | B&Q | Shopping | 1.62× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.55× | |
| Career Orientation | POWER | 1.42× | |
| Family Orientation | CONSERVATISM | 1.38× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.53× | |
| Design Affinity | PREMIUM | 0.55× | |
| Risk Appetite | THRILL | 0.59× |
Barclays's target market in United Kingdom covers an estimated 8,299,898 people, concentrated in England and South East.
50.4% of the Barclays audience are female, 49.6% are male, with an average age of 46.5 years.
Barclays fans show strongest brand affinity for Halifax (United Kingdom bank) (5.6×), HSBC (7.06×), and NatWest (5.86×) over the country average.
Barclays fans in United Kingdom are most concentrated in England (reach ~6.5M), South East (reach ~1M), and Greater London (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Barclays itself, the audience over-indexes on HSBC (7.06×), NatWest (5.86×), Financial services (2.99×), and Bank of Scotland (4.7×) 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 Barclays. 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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