A data profile of the people who buy, follow and care about British Airways in United Kingdom — modelled from more than twelve digital signal sources. British Airways has an estimated audience of 15,504,393 people in United Kingdom.
The average British Airways fan in United Kingdom is 46.6 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include EasyJet, TUI, Hotels, with strongest over-indexing on EasyJet (2.79× the country average).
Demographically, the British Airways audience skews more female with an average age of 46.6, and over-indexes on personality traits such as Quality Awareness, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical British Airways fan in United Kingdom is more female, around 46.6 years old, with strong Quality Awareness tendencies and a notable affinity for EasyJet.
The key figures that characterise the British Airways profile in United Kingdom.
58.9% are female, 41.1% are male, average age 46.6.
| Metric | Value |
|---|---|
| Female | 58.9% |
| Male | 41.1% |
| Average age | 46.6 |
| Estimated audience size | 15,504,393 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 38% |
of the worldwide British Airways audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 39.2% |
| United States | 13.3% |
| India | 4.4% |
Where the British Airways audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~4M | 2.09× | |
| 02 | South East | ~3.5M | 1.74× | |
| 03 | East of England | ~2M | 1.27× | |
| 04 | England | ~12M | 1.20× | |
| 05 | Scotland | ~1.5M | 1.18× | |
| 06 | South West | ~1.5M | 1.03× | |
| 07 | Northern Ireland | ~400K | 0.93× | |
| 08 | East Midlands | ~900K | 0.79× | |
| 09 | Wales | ~600K | 0.70× | |
| 10 | North East | ~400K | 0.65× | |
| 11 | North West | ~1M | 0.60× | |
| 12 | West Midlands | ~300K | 0.47× | |
| 13 | Yorkshire and the Humber | ~500K | 0.37× |
The strongest cross-interests of the British Airways audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Virgin Holidays | Politics & Society | 3.39× | ||
| 02 | Qatar Airways | Travel & Leisure | 3.07× | ||
| 03 | Virgin Atlantic | Travel & Leisure | 2.98× | ||
| 04 | Emirates | Travel & Leisure | 2.83× | ||
| 05 | EasyJet | Travel & Leisure | 2.79× | ||
| 06 | P&O Cruises | Travel & Leisure | 2.77× | ||
| 07 | Eurostar | Cars & Mobility | 2.63× | ||
| 08 | Trivago | Travel & Leisure | 2.38× | ||
| 09 | Business class | Travel & Leisure | 2.34× | ||
| 10 | TUI | Travel & Leisure | 2.23× | ||
| 11 | Airline | Travel & Leisure | 2.09× | ||
| 12 | Ryanair | Travel & Leisure | 1.97× | ||
| 13 | Travelodge | Travel & Leisure | 1.82× | ||
| 14 | Staycation | Home & Garden | 1.78× | ||
| 15 | Airbnb | Travel & Leisure | 1.72× | ||
| 16 | TripAdvisor | Travel & Leisure | 1.71× | ||
| 17 | Resort | Travel & Leisure | 1.62× | ||
| 18 | Cruises | Travel & Leisure | 1.60× | ||
| 19 | Hotels | Travel & Leisure | 1.54× | ||
| 20 | Air travel | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.40× | |
| Travelling | THRILL | 1.31× | |
| Design Affinity | PREMIUM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.79× | |
| Early Adopter Mentality | POWER | 0.82× | |
| Social Media Usage | JOY | 0.87× |
British Airways's target market in United Kingdom covers an estimated 15,504,393 people, concentrated in England and Greater London.
58.9% of the British Airways audience are female, 41.1% are male, with an average age of 46.6 years.
British Airways fans show strongest brand affinity for EasyJet (2.79×), TUI (2.23×), and Hotels (1.54×) over the country average.
British Airways fans in United Kingdom are most concentrated in England (reach ~12M), Greater London (reach ~4M), and South East (reach ~3.5M). These three regions account for the largest share of the active audience.
Beyond British Airways itself, the audience over-indexes on TUI (2.23×), Hotels (1.54×), Ryanair (1.97×), and Airbnb (1.72×) 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 British Airways. 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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