A data profile of the people who buy, follow and care about Daily Mirror in United Kingdom — modelled from more than twelve digital signal sources. Daily Mirror has an estimated audience of 18,102,856 people in United Kingdom.
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.
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.
The key figures that characterise the Daily Mirror profile in United Kingdom.
64.9% are female, 35.1% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 64.9% |
| Male | 35.1% |
| Average age | 42.9 |
| Estimated audience size | 18,102,856 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 29% |
of the worldwide Daily Mirror audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 65.1% |
| United States | 11.0% |
| Italy | 4.8% |
Where the Daily Mirror audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North East | ~1M | 1.70× | |
| 02 | Yorkshire and the Humber | ~2.5M | 1.58× | |
| 03 | England | ~13M | 1.45× | |
| 04 | Wales | ~1M | 1.14× | |
| 05 | West Midlands | ~900K | 1.13× | |
| 06 | Northern Ireland | ~500K | 0.91× | |
| 07 | North West | ~1.5M | 0.81× | |
| 08 | South West | ~1M | 0.75× | |
| 09 | South East | ~1.5M | 0.71× | |
| 10 | East Midlands | ~900K | 0.69× | |
| 11 | East of England | ~1M | 0.64× | |
| 12 | Scotland | ~800K | 0.50× |
The strongest cross-interests of the Daily Mirror audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Risk management | Business & Career | 2.75× | ||
| 02 | Refrigerator | Home & Garden | 2.71× | ||
| 03 | Betfair | Games | 2.67× | ||
| 04 | Hot tub | Home & Garden | 2.57× | ||
| 05 | Esso | Cars & Mobility | 2.52× | ||
| 06 | Wikipedia | Internet & Social Media | 2.51× | ||
| 07 | Mother's Day | Kids & Family | 2.50× | ||
| 08 | William Hill (bookmaker) | Games | 2.40× | ||
| 09 | Mobile home | Cars & Mobility | 2.40× | ||
| 10 | Hobby | Home & Garden | 2.19× | ||
| 11 | Tabloid (newspaper format) | Literature | 2.16× | ||
| 12 | Daily Express | News | 2.11× | ||
| 13 | Volunteering | Politics & Society | 2.06× | ||
| 14 | Internet & Social Media | 2.00× | |||
| 15 | Distilled beverage | Food & Beverages | 1.93× | ||
| 16 | Aldi | Shopping | 1.89× | ||
| 17 | Politics | Politics & Society | 1.77× | ||
| 18 | Greggs | Food & Beverages | 1.76× | ||
| 19 | Kitchen | Home & Garden | 1.61× | ||
| 20 | Weddings | Kids & Family | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.34× | |
| Need for Security | CONSERVATISM | 1.33× | |
| Convenience Orientation | PREMIUM | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.82× | |
| Sustainability | BALANCE | 0.83× | |
| Mindfulness | BALANCE | 0.84× |
Daily Mirror has an estimated audience of 18,102,856 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
64.9% of Daily Mirror fans are female, 35.1% are male, with an average age of 42.9 years.
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.
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.
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.
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 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.
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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