Daily Mirror Audience in United Kingdom
Daily Mirror has an estimated audience of 17,989,136 people in United Kingdom. 64.9% are female, 35.1% are male, average age 42.9. Top regions: England, Yorkshire and the Humber, South East. Top brand affinities: Daily Express, Hobby, William Hill (bookmaker), Refrigerator, Wikipedia.
The average Daily Mirror fan in United Kingdom is 42.9 years old, more female, and lives primarily in England. The audience is concentrated in England, Yorkshire and the Humber, South East. Top brand affinities include Daily Express, Hobby, William Hill (bookmaker), with strongest over-indexing on Daily Express (2.11× the country average). Demographically, the Daily Mirror audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Healthy Lifestyle, Need for Security. 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
Audience demographics of Daily Mirror
| Metric | Value |
|---|---|
| Female | 64.9% |
| Male | 35.1% |
| Average age | 42.9 |
| Estimated audience size | 17,989,136 |
Audience persona
The typical Daily Mirror fan in United Kingdom is more female, around 42.9 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Daily Express.
Daily Mirror fans by region: top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | ~13M | 1.45× |
| Yorkshire and the Humber | ~2.5M | 1.58× |
| South East | ~1.5M | 0.71× |
| North West | ~1.5M | 0.81× |
| North East | ~1M | 1.7× |
| Wales | ~1M | 1.14× |
| South West | ~1M | 0.75× |
| East of England | ~1M | 0.64× |
| West Midlands | ~900K | 1.13× |
| East Midlands | ~900K | 0.69× |
| Scotland | ~800K | 0.5× |
| Northern Ireland | ~500K | 0.91× |
Top brand affinities of Daily Mirror fans
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Daily Express | 2.11× | News |
| Hobby | 2.19× | Home & Garden |
| William Hill (bookmaker) | 2.4× | Games |
| Refrigerator | 2.71× | Home & Garden |
| Wikipedia | 2.51× | Internet & Social Media |
| Tabloid (newspaper format) | 2.16× | Literature |
| Aldi | 1.89× | Shopping |
| Betfair | 2.67× | Games |
| 2× | Internet & Social Media | |
| Distilled beverage | 1.93× | Food & Beverages |
| Kitchen | 1.61× | Home & Garden |
| Politics | 1.77× | Politics & Society |
| Esso | 2.52× | Cars & Mobility |
| Volunteering | 2.06× | Politics & Society |
| Pierce Brosnan | 3.28× | Movies & TV |
| Weddings | 1.54× | Kids & Family |
| Mobile home | 2.4× | Cars & Mobility |
| Liverpool Echo | 1.91× | News |
| Risk management | 2.75× | Business & Career |
| Hot tub | 2.57× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Healthy Lifestyle | BALANCE | 1.34 |
| Need for Security | CONSERVATISM | 1.33 |
| Convenience Orientation | PREMIUM | 1.27 |
| Social Media Usage | JOY | 1.13 |
| Extroversion | THRILL | 1.1 |
| Family Orientation | CONSERVATISM | 1.1 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 65.0% |
| United States | 11.0% |
| Italy | 4.9% |
See Daily Mirror audiences in other countries
More Newspaper audiences in United Kingdom
- Daily Express (20,214,446)
- 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 Mirror have in United Kingdom?
Daily Mirror has an estimated audience of 17,989,136 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
What is the gender split and age of Daily Mirror fans?
64.9% of Daily Mirror fans are female, 35.1% are male, with an average age of 42.9 years.
Which brands do Daily Mirror fans like most?
Daily Mirror fans show strongest brand affinity for Daily Express (2.11×), Hobby (2.19×), and William Hill (bookmaker) (2.4×) over the country average.
Where do Daily Mirror fans live in United Kingdom?
Daily Mirror fans in United Kingdom are most concentrated in England (reach ~13M), Yorkshire and the Humber (reach ~2.5M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
What other brands do Daily Mirror fans also like?
Beyond Daily Mirror itself, the audience over-indexes on Hobby (2.19×), William Hill (bookmaker) (2.4×), Refrigerator (2.71×), and Wikipedia (2.51×) 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 Mirror. 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.