A data profile of the people who buy, follow and care about Decorative arts in United Kingdom — modelled from more than twelve digital signal sources. Decorative arts has an estimated audience of 9,833,360 people in United Kingdom.
The average Decorative arts fan in United Kingdom is 44.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Renovation, Chair, Kitchenware, with strongest over-indexing on Renovation (1.59× the country average).
Demographically, the Decorative arts audience skews more female with an average age of 44.0, and over-indexes on personality traits such as DIY Mentality, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Decorative arts fan in United Kingdom is more female, around 44.0 years old, with strong DIY Mentality tendencies and a notable affinity for Renovation.
The key figures that characterise the Decorative arts profile in United Kingdom.
68.3% are female, 31.7% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 68.3% |
| Male | 31.7% |
| Average age | 44.0 |
| Estimated audience size | 9,833,360 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 31% |
of the worldwide Decorative arts audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.3% |
| Japan | 7.3% |
| China | 5.6% |
Where the Decorative arts audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~400K | 1.04× | |
| 02 | South East | ~1.5M | 1.03× | |
| 03 | South West | ~800K | 1.03× | |
| 04 | Northern Ireland | ~300K | 1.03× | |
| 05 | East of England | ~900K | 1.02× | |
| 06 | East Midlands | ~700K | 1.02× | |
| 07 | Wales | ~600K | 1.00× | |
| 08 | North East | ~400K | 1.00× | |
| 09 | Yorkshire and the Humber | ~800K | 0.96× | |
| 10 | England | ~7.5M | 0.95× | |
| 11 | Scotland | ~800K | 0.95× | |
| 12 | North West | ~1M | 0.94× |
The strongest cross-interests of the Decorative arts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wallpaper (magazine) | Home & Garden | 2.07× | ||
| 02 | Diaper bag | Kids & Family | 1.92× | ||
| 03 | Home Renovations | Home & Garden | 1.74× | ||
| 04 | Bedroom furniture | Home & Garden | 1.71× | ||
| 05 | Home Interior Design | Home & Garden | 1.69× | ||
| 06 | Home Design | Home & Garden | 1.67× | ||
| 07 | Home décor products | Home & Garden | 1.67× | ||
| 08 | Table (furniture) | Home & Garden | 1.67× | ||
| 09 | Kitchenware | Home & Garden | 1.66× | ||
| 10 | Living room | Home & Garden | 1.60× | ||
| 11 | Renovation | Home & Garden | 1.59× | ||
| 12 | Home construction | Home & Garden | 1.57× | ||
| 13 | Infant clothing | Kids & Family | 1.57× | ||
| 14 | Home decorating ideas | Home & Garden | 1.56× | ||
| 15 | H.O.M.E. | Home & Garden | 1.54× | ||
| 16 | Chair | Home & Garden | 1.53× | ||
| 17 | Expensive Taste | Business & Career | 1.53× | ||
| 18 | Landscape design | Business & Career | 1.52× | ||
| 19 | Home repair | Home & Garden | 1.51× | ||
| 20 | Modern architecture | Arts & Culture | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.52× | |
| Design Affinity | PREMIUM | 1.39× | |
| Luxury Orientation | PREMIUM | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.72× | |
| Need for Security | CONSERVATISM | 0.79× | |
| Career Orientation | POWER | 0.80× |
Decorative arts has an estimated audience of 9,833,360 people in United Kingdom, concentrated in England and South East.
68.3% of Decorative arts fans are female, 31.7% are male, with an average age of 44.0 years.
Decorative arts fans show strongest brand affinity for Renovation (1.59×), Chair (1.53×), and Kitchenware (1.66×) over the country average.
Decorative arts fans in United Kingdom are most concentrated in England (reach ~7.5M), South East (reach ~1.5M), and North West (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Decorative arts itself, the audience over-indexes on Chair (1.53×), Kitchenware (1.66×), Home repair (1.51×), and Home construction (1.57×) 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 Decorative arts. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.