A data profile of the people who buy, follow and care about Digital audio in United Kingdom — modelled from more than twelve digital signal sources. Digital audio has an estimated audience of 4,958,994 people in United Kingdom.
The average Digital audio fan in United Kingdom is 44.2 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Wikipedia, Radio, Livemusic, with strongest over-indexing on Wikipedia (9.14× the country average).
Demographically, the Digital audio audience skews balanced with an average age of 44.2, and over-indexes on personality traits such as Early Adopter Mentality, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Digital audio fan in United Kingdom is balanced, around 44.2 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Digital audio profile in United Kingdom.
49.2% are female, 50.8% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 49.2% |
| Male | 50.8% |
| Average age | 44.2 |
| Estimated audience size | 4,958,994 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 32% |
of the worldwide Digital audio audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 28.9% |
| United Kingdom | 5.5% |
| Brazil | 4.2% |
Where the Digital audio audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Ireland | ~200K | 1.14× | |
| 02 | East Midlands | ~400K | 1.03× | |
| 03 | South East | ~700K | 1.01× | |
| 04 | East of England | ~500K | 1.01× | |
| 05 | South West | ~400K | 1.01× | |
| 06 | West Midlands | ~200K | 1.01× | |
| 07 | Wales | ~300K | 1.00× | |
| 08 | North East | ~200K | 1.00× | |
| 09 | Yorkshire and the Humber | ~400K | 0.99× | |
| 10 | North West | ~500K | 0.94× | |
| 11 | Scotland | ~400K | 0.94× | |
| 12 | England | ~3.5M | 0.72× |
The strongest cross-interests of the Digital audio audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 9.14× | ||
| 02 | Zootopia | Movies & TV | 7.51× | ||
| 03 | Caixa Econômica Federal | Business & Career | 4.82× | ||
| 04 | Alexandra Daddario | Movies & TV | 4.05× | ||
| 05 | Sketch comedy | Movies & TV | 3.77× | ||
| 06 | Robert Redford | Movies & TV | 3.62× | ||
| 07 | Political science | Business & Career | 3.60× | ||
| 08 | Livemusic | Music & Radio | 3.57× | ||
| 09 | Broadway theatre | Travel & Leisure | 3.04× | ||
| 10 | Radio | Technology & Electronics | 2.88× | ||
| 11 | Risk management | Business & Career | 2.41× | ||
| 12 | Innovation | Business & Career | 2.40× | ||
| 13 | Podcast | Music & Radio | 2.35× | ||
| 14 | Satire | Literature | 2.35× | ||
| 15 | Mobile game | Games | 2.27× | ||
| 16 | Activism | Politics & Society | 2.15× | ||
| 17 | Batman | Movies & TV | 2.13× | ||
| 18 | Philanthropy | Arts & Culture | 2.11× | ||
| 19 | Online newspaper | News | 2.11× | ||
| 20 | Local news | News | 1.81× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.75× | |
| Patriotism | CONSERVATISM | 1.74× | |
| Individualism | JOY | 1.54× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.65× | |
| Family Orientation | CONSERVATISM | 0.74× | |
| Design Affinity | PREMIUM | 0.74× |
Digital audio has an estimated audience of 4,958,994 people in United Kingdom, concentrated in England and South East.
49.2% of Digital audio fans are female, 50.8% are male, with an average age of 44.2 years.
Digital audio fans show strongest brand affinity for Wikipedia (9.14×), Radio (2.88×), and Livemusic (3.57×) over the country average.
Digital audio fans in United Kingdom are most concentrated in England (reach ~3.5M), South East (reach ~700K), and North West (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Digital audio itself, the audience over-indexes on Radio (2.88×), Livemusic (3.57×), Podcast (2.35×), and Broadway theatre (3.04×) 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 Digital audio. 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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