A data profile of the people who buy, follow and care about Broadband in United Kingdom — modelled from more than twelve digital signal sources. Broadband has an estimated audience of 4,163,808 people in United Kingdom.
The average Broadband fan in United Kingdom is 46.6 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 Sky Broadband, Betfred, National Lottery (United Kingdom), with strongest over-indexing on Sky Broadband (8.71× the country average).
Demographically, the Broadband audience skews more male with an average age of 46.6, and over-indexes on personality traits such as Need for Security, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Broadband fan in United Kingdom is more male, around 46.6 years old, with strong Need for Security tendencies and a notable affinity for Sky Broadband.
The key figures that characterise the Broadband profile in United Kingdom.
41.4% are female, 58.6% are male, average age 46.6.
| Metric | Value |
|---|---|
| Female | 41.4% |
| Male | 58.6% |
| Average age | 46.6 |
| Estimated audience size | 4,163,808 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 40% |
of the worldwide Broadband audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.3% |
| United Kingdom | 13.7% |
| India | 9.3% |
Where the Broadband audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~3M | 1.69× | |
| 02 | West Midlands | ~300K | 1.45× | |
| 03 | Yorkshire and the Humber | ~500K | 1.43× | |
| 04 | North East | ~200K | 1.33× | |
| 05 | Wales | ~200K | 0.94× | |
| 06 | East Midlands | ~300K | 0.89× | |
| 07 | South East | ~500K | 0.82× | |
| 08 | Scotland | ~300K | 0.82× | |
| 09 | South West | ~300K | 0.82× | |
| 10 | East of England | ~300K | 0.78× | |
| 11 | Northern Ireland | ~80K | 0.59× | |
| 12 | North West | ~200K | 0.50× |
The strongest cross-interests of the Broadband audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Network switch | Technology & Electronics | 9.01× | ||
| 02 | Sky Broadband | Technology & Electronics | 8.71× | ||
| 03 | Router (computing) | Technology & Electronics | 8.07× | ||
| 04 | Internet service provider | Technology & Electronics | 4.20× | ||
| 05 | Betfred | Games | 2.33× | ||
| 06 | Betfair | Games | 2.29× | ||
| 07 | Virgin Media | Technology & Electronics | 2.09× | ||
| 08 | National Lottery (United Kingdom) | Games | 2.04× | ||
| 09 | Halifax (United Kingdom bank) | Business & Career | 2.02× | ||
| 10 | Paddy Power | Games | 2.00× | ||
| 11 | National Lottery | Games | 1.99× | ||
| 12 | Toolstation | Home & Garden | 1.95× | ||
| 13 | William Hill (bookmaker) | Games | 1.92× | ||
| 14 | National Lottery (Ireland) | Games | 1.91× | ||
| 15 | Screwfix | Home & Garden | 1.86× | ||
| 16 | Insurance | Business & Career | 1.81× | ||
| 17 | Scottish Widows | Business & Career | 1.80× | ||
| 18 | Daily Express | News | 1.68× | ||
| 19 | EBay | Shopping | 1.68× | ||
| 20 | Daily Mirror | News | 1.67× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.54× | |
| Convenience Orientation | PREMIUM | 1.23× | |
| Family Orientation | CONSERVATISM | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.43× | |
| Tradition | CONSERVATISM | 0.60× | |
| Design Affinity | PREMIUM | 0.60× |
Broadband has an estimated audience of 4,163,808 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
41.4% of Broadband fans are female, 58.6% are male, with an average age of 46.6 years.
Broadband fans show strongest brand affinity for Sky Broadband (8.71×), Betfred (2.33×), and National Lottery (United Kingdom) (2.04×) over the country average.
Broadband fans in United Kingdom are most concentrated in England (reach ~3M), Yorkshire and the Humber (reach ~500K), and South East (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Broadband itself, the audience over-indexes on Betfred (2.33×), National Lottery (United Kingdom) (2.04×), Router (computing) (8.07×), and Halifax (United Kingdom bank) (2.02×) 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 Broadband. 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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