Daily Mail Audience in United Kingdom
Daily Mail has an estimated audience of 11,689,918 people in United Kingdom. 59.4% are female, 40.6% are male, average age 43.8. Top regions: England, North West, South East. Top brand affinities: Heart (novel), Exhibition game, Rings of Saturn, The Mirror (1975 film), Mail Online.
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 Convenience Orientation, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: News · Type: Website / Newspaper / Magazine · Subtype: Newspaper
Demographics of Daily Mail fans
| Metric | Value |
|---|---|
| Female | 59.4% |
| Male | 40.6% |
| Average age | 43.8 |
| Estimated audience size | 11,689,918 |
Audience persona
The typical Daily Mail fan in United Kingdom is more female, around 43.8 years old, with strong Convenience Orientation tendencies and a notable affinity for Heart (novel).
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 8,767,439 | 0.85× |
| North West | 1,766,844 | 1.41× |
| South East | 1,734,670 | 1.1× |
| South West | 1,206,709 | 1.26× |
| East of England | 1,201,772 | 1.13× |
| Greater London | 1,059,424 | 0.7× |
| Scotland | 1,001,121 | 0.95× |
| East Midlands | 924,532 | 1.12× |
| Yorkshire and the Humber | 677,839 | 0.72× |
| Wales | 675,366 | 1.01× |
| Northern Ireland | 425,253 | 1.18× |
| North East | 403,264 | 0.89× |
| West Midlands | 337,147 | 0.67× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Heart (novel) | 3.22× | Literature |
| Exhibition game | 3.1× | Games |
| Rings of Saturn | 3.09× | Travel & Leisure |
| The Mirror (1975 film) | 3.56× | Movies & TV |
| Mail Online | 2.03× | News |
| Tuesday | 3.03× | Kids & Family |
| Daily Star (United Kingdom) | 2.27× | News |
| Daily Express | 1.54× | News |
| Daily Mirror | 1.55× | News |
| Top-level domain | 2.98× | Technology & Electronics |
| Saturday | 1.79× | Home & Garden |
| Tabloid (newspaper format) | 1.54× | Literature |
| Haven (TV series) | 2.53× | Movies & TV |
| Wednesday | 2.11× | Home & Garden |
| Short Message Service | 2.04× | Technology & Electronics |
| Family (biology) | 1.54× | Kids & Family |
| Tinder | 2.58× | Internet & Social Media |
| Closer (2004 film) | 3.08× | Movies & TV |
| Metre | 2.6× | Politics & Society |
| Sun Gazing | 2.56× | Health |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 1.05 |
| Indulgence | JOY | 1.03 |
| Luxury Orientation | PREMIUM | 1.01 |
| Social Media Usage | JOY | 0.99 |
| Family Orientation | CONSERVATISM | 0.96 |
| Creativity | OPEN | 0.91 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 38.3% |
| United Kingdom | 15.0% |
| Australia | 6.5% |
See Daily Mail audiences in other countries
More Newspaper audiences in United Kingdom
- Daily Express (20,214,446)
- Daily Mirror (17,989,136)
- The Guardian (14,719,554)
- Liverpool Echo (11,190,709)
- Racing Post (10,106,406)
Frequently asked questions
How many fans does Daily Mail have in United Kingdom?
Daily Mail has an estimated audience of 11,689,918 people in United Kingdom, concentrated in England and North West.
What is the gender split and age of Daily Mail fans?
59.4% of Daily Mail fans are female, 40.6% are male, with an average age of 43.8 years.
Which brands do Daily Mail fans like most?
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.
Where do Daily Mail fans live in United Kingdom?
Daily Mail fans in United Kingdom are most concentrated in England (reach 8,767,439), North West (reach 1,766,844), and South East (reach 1,734,670). These three regions account for the largest share of the active audience.
What other brands do Daily Mail fans also like?
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.
How to read this data
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.
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.