Daily Express Audience in United Kingdom
Daily Express has an estimated audience of 20,214,446 people in United Kingdom. 62.1% are female, 37.9% are male, average age 48.3. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: The Mirror (1975 film), Heart (novel), Exhibition game, Rings of Saturn, Daily Star (United Kingdom).
The average Daily Express fan in United Kingdom is 48.3 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 The Mirror (1975 film), Heart (novel), Exhibition game, with strongest over-indexing on The Mirror (1975 film) (5.6× the country average). Demographically, the Daily Express audience skews more female with an average age of 48.3, and over-indexes on personality traits such as Family Orientation, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: News · Type: Website / Newspaper / Magazine · Subtype: Newspaper
Demographics of Daily Express fans
| Metric | Value |
|---|---|
| Female | 62.1% |
| Male | 37.9% |
| Average age | 48.3 |
| Estimated audience size | 20,214,446 |
Audience persona
The typical Daily Express fan in United Kingdom is more female, around 48.3 years old, with strong Family Orientation tendencies and a notable affinity for The Mirror (1975 film).
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 15,160,835 | 2.07× |
| South East | 2,475,168 | 0.91× |
| Yorkshire and the Humber | 2,145,601 | 1.32× |
| South West | 1,611,529 | 0.97× |
| North West | 1,563,424 | 0.72× |
| East of England | 1,356,869 | 0.74× |
| East Midlands | 1,133,323 | 0.8× |
| Scotland | 1,087,885 | 0.6× |
| West Midlands | 1,049,513 | 1.21× |
| North East | 1,047,110 | 1.33× |
| Wales | 892,622 | 0.77× |
| Northern Ireland | 349,005 | 0.56× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| The Mirror (1975 film) | 5.6× | Movies & TV |
| Heart (novel) | 4.34× | Literature |
| Exhibition game | 4.3× | Games |
| Rings of Saturn | 4.21× | Travel & Leisure |
| Daily Star (United Kingdom) | 3.31× | News |
| Tuesday | 4.03× | Kids & Family |
| Daily Mirror | 2.11× | News |
| Mail Online | 2.36× | News |
| Top-level domain | 3.93× | Technology & Electronics |
| Saturday | 2.23× | Home & Garden |
| Haven (TV series) | 3.52× | Movies & TV |
| Liverpool Echo | 1.95× | News |
| Tabloid (newspaper format) | 1.71× | Literature |
| OneDrive | 2.49× | Technology & Electronics |
| Week | 1.84× | Business & Career |
| Short Message Service | 2.61× | Technology & Electronics |
| Wednesday | 2.67× | Home & Garden |
| Gmail | 1.92× | Internet & Social Media |
| The Guardian | 1.6× | News |
| The Independent | 1.82× | News |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.28 |
| Convenience Orientation | PREMIUM | 1.19 |
| Sustainability | BALANCE | 1.06 |
| Indulgence | JOY | 1.02 |
| Individualism | JOY | 1.01 |
| Social Media Usage | JOY | 1.01 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 65.7% |
| United States | 9.1% |
| Australia | 3.2% |
See Daily Express audiences in other countries
More Newspaper audiences in United Kingdom
- Daily Mirror (17,989,136)
- The Guardian (14,719,554)
- Daily Mail (11,689,919)
- Liverpool Echo (11,190,709)
- Racing Post (10,106,406)
Frequently asked questions
How many fans does Daily Express have in United Kingdom?
Daily Express has an estimated audience of 20,214,446 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Daily Express fans?
62.1% of Daily Express fans are female, 37.9% are male, with an average age of 48.3 years.
Which brands do Daily Express fans like most?
Daily Express fans show strongest brand affinity for The Mirror (1975 film) (5.6×), Heart (novel) (4.34×), and Exhibition game (4.3×) over the country average.
Where do Daily Express fans live in United Kingdom?
Daily Express fans in United Kingdom are most concentrated in England (reach 15,160,835), South East (reach 2,475,168), and Yorkshire and the Humber (reach 2,145,601). These three regions account for the largest share of the active audience.
What other brands do Daily Express fans also like?
Beyond Daily Express itself, the audience over-indexes on Heart (novel) (4.34×), Exhibition game (4.3×), Rings of Saturn (4.21×), and Daily Star (United Kingdom) (3.31×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for Daily Express. 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.
About this audience profile
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.