A data profile of the people who buy, follow and care about Daily Mail in United Kingdom — modelled from more than twelve digital signal sources. Daily Mail has an estimated audience of 11,689,918 people in United Kingdom.
The average Daily Mail fan in United Kingdom is 43.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include Heart (novel), Exhibition game, Rings of Saturn, with strongest over-indexing on Heart (novel) (3.22× the country average).
Demographically, the Daily Mail audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Patriotism, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Daily Mail fan in United Kingdom is more female, around 43.8 years old, with strong Patriotism tendencies and a notable affinity for Heart (novel).
The key figures that characterise the Daily Mail profile in United Kingdom.
59.4% are female, 40.6% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 59.4% |
| Male | 40.6% |
| Average age | 43.8 |
| Estimated audience size | 11,689,918 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 31% |
of the worldwide Daily Mail audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 37.8% |
| United Kingdom | 15.0% |
| Australia | 6.6% |
Where the Daily Mail audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~2M | 1.41× | |
| 02 | South West | ~1M | 1.26× | |
| 03 | Northern Ireland | ~400K | 1.18× | |
| 04 | East of England | ~1M | 1.13× | |
| 05 | East Midlands | ~900K | 1.12× | |
| 06 | South East | ~1.5M | 1.10× | |
| 07 | Wales | ~700K | 1.01× | |
| 08 | Scotland | ~1M | 0.95× | |
| 09 | North East | ~400K | 0.89× | |
| 10 | England | ~9M | 0.85× | |
| 11 | Yorkshire and the Humber | ~700K | 0.72× | |
| 12 | Greater London | ~1M | 0.70× | |
| 13 | West Midlands | ~300K | 0.67× |
The strongest cross-interests of the Daily Mail audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | The Mirror (1975 film) | Movies & TV | 3.56× | ||
| 02 | Heart (novel) | Literature | 3.22× | ||
| 03 | Exhibition game | Games | 3.10× | ||
| 04 | Rings of Saturn | Travel & Leisure | 3.09× | ||
| 05 | Closer (2004 film) | Movies & TV | 3.08× | ||
| 06 | Tuesday | Kids & Family | 3.03× | ||
| 07 | Top-level domain | Technology & Electronics | 2.98× | ||
| 08 | Metre | Politics & Society | 2.60× | ||
| 09 | Tinder | Internet & Social Media | 2.58× | ||
| 10 | Haven (TV series) | Movies & TV | 2.53× | ||
| 11 | Daily Star (United Kingdom) | News | 2.27× | ||
| 12 | Wednesday | Home & Garden | 2.11× | ||
| 13 | Short Message Service | Technology & Electronics | 2.04× | ||
| 14 | Mail Online | News | 2.03× | ||
| 15 | Saturday | Home & Garden | 1.79× | ||
| 16 | Revolution (TV series) | Movies & TV | 1.65× | ||
| 17 | Daily Mirror | News | 1.55× | ||
| 18 | Daily Express | News | 1.54× | ||
| 19 | Tabloid (newspaper format) | Literature | 1.54× | ||
| 20 | Family (biology) | Kids & Family | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.16× | |
| Spirituality | BALANCE | 1.15× | |
| Creativity | OPEN | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.89× | |
| Luxury Orientation | PREMIUM | 0.89× | |
| Individualism | JOY | 0.90× |
Daily Mail has an estimated audience of 11,689,918 people in United Kingdom, concentrated in England and North West.
59.4% of Daily Mail fans are female, 40.6% are male, with an average age of 43.8 years.
Daily Mail fans show strongest brand affinity for Heart (novel) (3.22×), Exhibition game (3.1×), and Rings of Saturn (3.09×) over the country average.
Daily Mail fans in United Kingdom are most concentrated in England (reach ~9M), North West (reach ~2M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Daily Mail itself, the audience over-indexes on Exhibition game (3.1×), Rings of Saturn (3.09×), The Mirror (1975 film) (3.56×), and Mail Online (2.03×) 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 Daily Mail. 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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