A data profile of the people who buy, follow and care about Betfair in United Kingdom — modelled from more than twelve digital signal sources. Betfair has an estimated audience of 8,850,342 people in United Kingdom.
The average Betfair fan in United Kingdom is 43.5 years old, more male, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Betfred, Paddy Power, Sky Bet, with strongest over-indexing on Betfred (8.67× the country average).
Demographically, the Betfair audience skews more male with an average age of 43.5, and over-indexes on personality traits such as Need for Security, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Betfair fan in United Kingdom is more male, around 43.5 years old, with strong Need for Security tendencies and a notable affinity for Betfred.
The key figures that characterise the Betfair profile in United Kingdom.
24.6% are female, 75.4% are male, average age 43.5.
| Metric | Value |
|---|---|
| Female | 24.6% |
| Male | 75.4% |
| Average age | 43.5 |
| Estimated audience size | 8,850,342 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 21% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 29% |
Where the Betfair audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~1M | 1.75× | |
| 02 | North East | ~500K | 1.55× | |
| 03 | Northern Ireland | ~400K | 1.46× | |
| 04 | West Midlands | ~500K | 1.38× | |
| 05 | Wales | ~500K | 0.95× | |
| 06 | Scotland | ~700K | 0.91× | |
| 07 | East Midlands | ~500K | 0.84× | |
| 08 | England | ~5.5M | 0.68× | |
| 09 | South West | ~500K | 0.66× | |
| 10 | South East | ~700K | 0.64× | |
| 11 | East of England | ~500K | 0.62× | |
| 12 | North West | ~500K | 0.56× |
The strongest cross-interests of the Betfair audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Unibet | Games | 11.77× | ||
| 02 | 32Red | Games | 10.43× | ||
| 03 | Betfred | Games | 8.67× | ||
| 04 | Paddy Power | Games | 7.90× | ||
| 05 | Ladbrokes | Games | 7.87× | ||
| 06 | Sky Bet | Games | 7.86× | ||
| 07 | Boylesports | Games | 7.72× | ||
| 08 | Betway | Games | 7.29× | ||
| 09 | William Hill (bookmaker) | Games | 6.90× | ||
| 10 | Online gambling | Games | 5.81× | ||
| 11 | Esso | Cars & Mobility | 5.42× | ||
| 12 | Racing Post | Sports | 5.10× | ||
| 13 | Toolstation | Home & Garden | 4.89× | ||
| 14 | British Gas | Home & Garden | 4.87× | ||
| 15 | Gambling | Games | 4.70× | ||
| 16 | National Lottery | Games | 4.50× | ||
| 17 | Screwfix | Home & Garden | 4.39× | ||
| 18 | National Lottery (United Kingdom) | Games | 3.76× | ||
| 19 | Financial services | Business & Career | 3.64× | ||
| 20 | BBC Sport | Sports | 3.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.69× | |
| Social Media Usage | JOY | 1.68× | |
| Spirituality | BALANCE | 1.67× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.41× | |
| Design Affinity | PREMIUM | 0.55× | |
| Early Adopter Mentality | POWER | 0.72× |
Betfair's target market in United Kingdom covers an estimated 8,850,342 people, concentrated in England and Yorkshire and the Humber.
24.6% of the Betfair audience are female, 75.4% are male, with an average age of 43.5 years.
Betfair fans show strongest brand affinity for Betfred (8.67×), Paddy Power (7.9×), and Sky Bet (7.86×) over the country average.
Betfair fans in United Kingdom are most concentrated in England (reach ~5.5M), Yorkshire and the Humber (reach ~1M), and South East (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Betfair itself, the audience over-indexes on Paddy Power (7.9×), Sky Bet (7.86×), William Hill (bookmaker) (6.9×), and Ladbrokes (7.87×) 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 Betfair. 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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