A data profile of the people who buy, follow and care about Data in United Kingdom — modelled from more than twelve digital signal sources. Data has an estimated audience of 4,498,923 people in United Kingdom.
The average Data fan in United Kingdom is 44.8 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Scotland, South East.
Top brand affinities include Wikipedia, Office 365, Esso, with strongest over-indexing on Wikipedia (5.69× the country average).
Demographically, the Data audience skews balanced with an average age of 44.8, and over-indexes on personality traits such as Need for Security, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Data fan in United Kingdom is balanced, around 44.8 years old, with strong Need for Security tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Data profile in United Kingdom.
48.0% are female, 52.0% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 48.0% |
| Male | 52.0% |
| Average age | 44.8 |
| Estimated audience size | 4,498,923 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 35% |
of the worldwide Data audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 19.8% |
| India | 6.5% |
| United Kingdom | 4.6% |
Where the Data audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~3.5M | 1.69× | |
| 02 | Northern Ireland | ~200K | 1.31× | |
| 03 | Wales | ~300K | 1.28× | |
| 04 | Scotland | ~500K | 1.19× | |
| 05 | Yorkshire and the Humber | ~300K | 0.86× | |
| 06 | West Midlands | ~200K | 0.85× | |
| 07 | North East | ~100K | 0.73× | |
| 08 | East Midlands | ~200K | 0.71× | |
| 09 | South East | ~400K | 0.63× | |
| 10 | East of England | ~200K | 0.57× | |
| 11 | South West | ~200K | 0.55× | |
| 12 | North West | ~200K | 0.40× |
The strongest cross-interests of the Data audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 5.69× | ||
| 02 | Office 365 | Technology & Electronics | 3.98× | ||
| 03 | Information security | Business & Career | 3.81× | ||
| 04 | GitHub | Internet & Social Media | 3.72× | ||
| 05 | Risk management | Business & Career | 3.59× | ||
| 06 | Vodafone | Technology & Electronics | 3.17× | ||
| 07 | Esso | Cars & Mobility | 3.08× | ||
| 08 | Sketch comedy | Movies & TV | 2.80× | ||
| 09 | Computer security | Business & Career | 2.74× | ||
| 10 | Political science | Business & Career | 2.73× | ||
| 11 | Innovation | Business & Career | 2.47× | ||
| 12 | Betfair | Games | 2.37× | ||
| 13 | Satire | Literature | 2.37× | ||
| 14 | Refrigerator | Home & Garden | 2.15× | ||
| 15 | Internet & Social Media | 2.01× | |||
| 16 | Online newspaper | News | 2.01× | ||
| 17 | William Hill (bookmaker) | Games | 1.97× | ||
| 18 | Hobby | Home & Garden | 1.74× | ||
| 19 | Aldi | Shopping | 1.52× | ||
| 20 | Distilled beverage | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.73× | |
| Convenience Orientation | PREMIUM | 1.53× | |
| Early Adopter Mentality | POWER | 1.38× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.66× | |
| Design Affinity | PREMIUM | 0.69× | |
| Sports Activity | POWER | 0.79× |
Data has an estimated audience of 4,498,923 people in United Kingdom, concentrated in England and Scotland.
48.0% of Data fans are female, 52.0% are male, with an average age of 44.8 years.
Data fans show strongest brand affinity for Wikipedia (5.69×), Office 365 (3.98×), and Esso (3.08×) over the country average.
Data fans in United Kingdom are most concentrated in England (reach ~3.5M), Scotland (reach ~500K), and South East (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Data itself, the audience over-indexes on Office 365 (3.98×), Esso (3.08×), Risk management (3.59×), and WhatsApp (2.01×) 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 Data. 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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