A data profile of the people who buy, follow and care about British Museum in United Kingdom — modelled from more than twelve digital signal sources. British Museum has an estimated audience of 3,410,149 people in United Kingdom.
The average British Museum fan in United Kingdom is 47.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Tate Britain, National Gallery, Royal Academy of Arts, with strongest over-indexing on Tate Britain (27.19× the country average).
Demographically, the British Museum audience skews more female with an average age of 47.8, and over-indexes on personality traits such as Design Affinity, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical British Museum fan in United Kingdom is more female, around 47.8 years old, with strong Design Affinity tendencies and a notable affinity for Tate Britain.
The key figures that characterise the British Museum profile in United Kingdom.
62.6% are female, 37.4% are male, average age 47.8.
| Metric | Value |
|---|---|
| Female | 62.6% |
| Male | 37.4% |
| Average age | 47.8 |
| Estimated audience size | 3,410,149 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 13% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 44% |
of the worldwide British Museum audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 26.8% |
| United Kingdom | 14.0% |
| Italy | 7.7% |
Where the British Museum audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~2.5M | 2.74× | |
| 02 | South East | ~1M | 2.18× | |
| 03 | East of England | ~400K | 1.34× | |
| 04 | West Midlands | ~200K | 1.09× | |
| 05 | South West | ~200K | 0.84× | |
| 06 | Yorkshire and the Humber | ~200K | 0.84× | |
| 07 | North East | ~100K | 0.78× | |
| 08 | East Midlands | ~200K | 0.69× | |
| 09 | Wales | ~100K | 0.51× | |
| 10 | Scotland | ~100K | 0.45× | |
| 11 | Northern Ireland | ~40K | 0.39× | |
| 12 | North West | ~100K | 0.30× |
The strongest cross-interests of the British Museum audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sydney Opera House | Arts & Culture | 30.19× | ||
| 02 | Frieze Art Fair | Arts & Culture | 29.05× | ||
| 03 | Solomon R. Guggenheim Museum | Arts & Culture | 28.84× | ||
| 04 | Tate Britain | Arts & Culture | 27.19× | ||
| 05 | Gagosian Gallery | Arts & Culture | 25.00× | ||
| 06 | Venice Biennale | Movies & TV | 22.68× | ||
| 07 | Royal Academy of Arts | Arts & Culture | 19.73× | ||
| 08 | National Gallery | Arts & Culture | 19.18× | ||
| 09 | Rijksmuseum | Arts & Culture | 14.97× | ||
| 10 | Art auction | Arts & Culture | 14.48× | ||
| 11 | Victoria and Albert Museum | Arts & Culture | 13.90× | ||
| 12 | Saatchi Gallery | Arts & Culture | 12.77× | ||
| 13 | Tate Modern | Arts & Culture | 12.54× | ||
| 14 | Art history | Arts & Culture | 12.48× | ||
| 15 | Tate | Arts & Culture | 11.19× | ||
| 16 | David Hockney | Arts & Culture | 10.85× | ||
| 17 | Southbank Centre | Travel & Leisure | 9.77× | ||
| 18 | Wildlife photography | Technology & Electronics | 5.65× | ||
| 19 | Art exhibition | Arts & Culture | 5.44× | ||
| 20 | Museum | Arts & Culture | 4.21× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.11× | |
| Urban Lifestyle | OPEN | 1.79× | |
| Spirituality | BALANCE | 1.63× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.95× | |
| Family Orientation | CONSERVATISM | 0.98× | |
| Social Media Usage | JOY | 1.01× |
British Museum has an estimated audience of 3,410,149 people in United Kingdom, concentrated in England and South East.
62.6% of British Museum fans are female, 37.4% are male, with an average age of 47.8 years.
British Museum fans show strongest brand affinity for Tate Britain (27.19×), National Gallery (19.18×), and Royal Academy of Arts (19.73×) over the country average.
British Museum fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~1M), and East of England (reach ~400K). These three regions account for the largest share of the active audience.
Beyond British Museum itself, the audience over-indexes on National Gallery (19.18×), Royal Academy of Arts (19.73×), Victoria and Albert Museum (13.9×), and Frieze Art Fair (29.05×) 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 Museum. 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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