A data profile of the people who buy, follow and care about China in United Kingdom — modelled from more than twelve digital signal sources. China has an estimated audience of 4,697,171 people in United Kingdom.
The average China fan in United Kingdom is 44.2 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Wikipedia, Korean drama, Breaking news, with strongest over-indexing on Wikipedia (3.54× the country average).
Demographically, the China audience skews more female with an average age of 44.2, and over-indexes on personality traits such as Individualism, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical China fan in United Kingdom is more female, around 44.2 years old, with strong Individualism tendencies and a notable affinity for Wikipedia.
The key figures that characterise the China profile in United Kingdom.
56.3% are female, 43.7% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 56.3% |
| Male | 43.7% |
| Average age | 44.2 |
| Estimated audience size | 4,697,171 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 33% |
of the worldwide China audience comes from United Kingdom.
| Country | Share |
|---|---|
| China | 11.6% |
| United States | 10.4% |
| Japan | 6.5% |
Where the China audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~300K | 1.73× | |
| 02 | Yorkshire and the Humber | ~500K | 1.38× | |
| 03 | England | ~3.5M | 1.29× | |
| 04 | South East | ~700K | 1.15× | |
| 05 | North East | ~200K | 1.03× | |
| 06 | Scotland | ~400K | 1.01× | |
| 07 | Wales | ~200K | 0.91× | |
| 08 | East of England | ~400K | 0.86× | |
| 09 | Northern Ireland | ~100K | 0.80× | |
| 10 | South West | ~300K | 0.78× | |
| 11 | East Midlands | ~200K | 0.70× | |
| 12 | North West | ~200K | 0.41× |
The strongest cross-interests of the China audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Korean drama | Movies & TV | 6.37× | ||
| 02 | Visa Inc. | Business & Career | 5.79× | ||
| 03 | Macau | Travel & Leisure | 5.58× | ||
| 04 | Taiwan | Travel & Leisure | 4.14× | ||
| 05 | Wikipedia | Internet & Social Media | 3.54× | ||
| 06 | CNN | Movies & TV | 3.18× | ||
| 07 | Turkish Airlines | Travel & Leisure | 3.04× | ||
| 08 | Political science | Business & Career | 2.97× | ||
| 09 | Risk management | Business & Career | 2.30× | ||
| 10 | Sketch comedy | Movies & TV | 2.25× | ||
| 11 | Innovation | Business & Career | 2.04× | ||
| 12 | Esso | Cars & Mobility | 2.02× | ||
| 13 | Breaking news | Movies & TV | 1.97× | ||
| 14 | Genetics | Kids & Family | 1.79× | ||
| 15 | Satire | Literature | 1.77× | ||
| 16 | Refrigerator | Home & Garden | 1.74× | ||
| 17 | Local news | News | 1.73× | ||
| 18 | Internet & Social Media | 1.56× | |||
| 19 | Betfair | Games | 1.55× | ||
| 20 | Internet & Social Media | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.65× | |
| Patriotism | CONSERVATISM | 1.45× | |
| Travelling | THRILL | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.76× | |
| Price Sensitivity | PREMIUM | 0.78× | |
| Luxury Orientation | PREMIUM | 0.82× |
China has an estimated audience of 4,697,171 people in United Kingdom, concentrated in England and South East.
56.3% of China fans are female, 43.7% are male, with an average age of 44.2 years.
China fans show strongest brand affinity for Wikipedia (3.54×), Korean drama (6.37×), and Breaking news (1.97×) over the country average.
China fans in United Kingdom are most concentrated in England (reach ~3.5M), South East (reach ~700K), and Yorkshire and the Humber (reach ~500K). These three regions account for the largest share of the active audience.
Beyond China itself, the audience over-indexes on Korean drama (6.37×), Breaking news (1.97×), CNN (3.18×), and Macau (5.58×) 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 China. 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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