A data profile of the people who buy, follow and care about Birmingham in United Kingdom — modelled from more than twelve digital signal sources. Birmingham has an estimated audience of 13,584,813 people in United Kingdom.
The average Birmingham fan in United Kingdom is 44.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, West Midlands, South East.
Top brand affinities include Hobby, Kitchen, Distilled beverage, with strongest over-indexing on Hobby (2.07× the country average).
Demographically, the Birmingham audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Convenience Orientation, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Birmingham fan in United Kingdom is more female, around 44.8 years old, with strong Convenience Orientation tendencies and a notable affinity for Hobby.
The key figures that characterise the Birmingham profile in United Kingdom.
59.7% are female, 40.3% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 59.7% |
| Male | 40.3% |
| Average age | 44.8 |
| Estimated audience size | 13,584,813 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 34% |
of the worldwide Birmingham audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 56.7% |
| United States | 19.2% |
| Australia | 2.3% |
Where the Birmingham audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~2M | 5.62× | |
| 02 | England | ~10M | 2.57× | |
| 03 | Wales | ~500K | 0.64× | |
| 04 | Yorkshire and the Humber | ~500K | 0.48× | |
| 05 | Scotland | ~600K | 0.45× | |
| 06 | East Midlands | ~400K | 0.43× | |
| 07 | South East | ~700K | 0.38× | |
| 08 | Northern Ireland | ~200K | 0.36× | |
| 09 | North East | ~200K | 0.34× | |
| 10 | East of England | ~400K | 0.33× | |
| 11 | South West | ~300K | 0.30× | |
| 12 | North West | ~200K | 0.17× |
The strongest cross-interests of the Birmingham audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hot tub | Home & Garden | 2.29× | ||
| 02 | Wikipedia | Internet & Social Media | 2.20× | ||
| 03 | Esso | Cars & Mobility | 2.16× | ||
| 04 | Refrigerator | Home & Garden | 2.15× | ||
| 05 | Real property | Home & Garden | 2.11× | ||
| 06 | Hobby | Home & Garden | 2.07× | ||
| 07 | Mother's Day | Kids & Family | 2.04× | ||
| 08 | Satire | Literature | 2.02× | ||
| 09 | William Hill (bookmaker) | Games | 2.00× | ||
| 10 | Internet & Social Media | 1.97× | |||
| 11 | Distilled beverage | Food & Beverages | 1.95× | ||
| 12 | Mobile home | Cars & Mobility | 1.91× | ||
| 13 | Betfair | Games | 1.89× | ||
| 14 | Volunteering | Politics & Society | 1.87× | ||
| 15 | Aldi | Shopping | 1.78× | ||
| 16 | Breaking news | Movies & TV | 1.71× | ||
| 17 | Kitchen | Home & Garden | 1.69× | ||
| 18 | Weddings | Kids & Family | 1.57× | ||
| 19 | EBay | Shopping | 1.52× | ||
| 20 | TripAdvisor | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.29× | |
| Healthy Lifestyle | BALANCE | 1.22× | |
| Need for Security | CONSERVATISM | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.74× | |
| Mindfulness | BALANCE | 0.82× | |
| Sports Activity | POWER | 0.85× |
Birmingham has an estimated audience of 13,584,813 people in United Kingdom, concentrated in England and West Midlands.
59.7% of Birmingham fans are female, 40.3% are male, with an average age of 44.8 years.
Birmingham fans show strongest brand affinity for Hobby (2.07×), Kitchen (1.69×), and Distilled beverage (1.95×) over the country average.
Birmingham fans in United Kingdom are most concentrated in England (reach ~10M), West Midlands (reach ~2M), and South East (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Birmingham itself, the audience over-indexes on Kitchen (1.69×), Distilled beverage (1.95×), WhatsApp (1.97×), and Aldi (1.78×) 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 Birmingham. 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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