A data profile of the people who buy, follow and care about Digital data in United Kingdom — modelled from more than twelve digital signal sources. Digital data has an estimated audience of 3,863,529 people in United Kingdom.
The average Digital data fan in United Kingdom is 44.2 years old, more male, and lives primarily in South East.
The audience is concentrated in South East, North West, East of England.
Top brand affinities include Wikipedia, Esso, Hobby, with strongest over-indexing on Wikipedia (3.38× the country average).
Demographically, the Digital data audience skews more male with an average age of 44.2, and over-indexes on personality traits such as Need for Security, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Digital data fan in United Kingdom is more male, around 44.2 years old, with strong Need for Security tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Digital data profile in United Kingdom.
44.4% are female, 55.6% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 44.4% |
| Male | 55.6% |
| Average age | 44.2 |
| Estimated audience size | 3,863,529 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide Digital data audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 21.0% |
| Brazil | 5.6% |
| Italy | 5.5% |
Where the Digital data audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South East | ~600K | 1.08× | |
| 02 | East Midlands | ~300K | 1.03× | |
| 03 | East of England | ~400K | 1.02× | |
| 04 | North East | ~200K | 1.01× | |
| 05 | South West | ~300K | 0.99× | |
| 06 | Yorkshire and the Humber | ~300K | 0.98× | |
| 07 | West Midlands | ~200K | 0.96× | |
| 08 | North West | ~400K | 0.95× |
The strongest cross-interests of the Digital data audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sky Broadband | Technology & Electronics | 5.70× | ||
| 02 | Lycamobile | Technology & Electronics | 4.52× | ||
| 03 | Wikipedia | Internet & Social Media | 3.38× | ||
| 04 | Margot Robbie | Movies & TV | 3.18× | ||
| 05 | Risk management | Business & Career | 2.91× | ||
| 06 | Sketch comedy | Movies & TV | 2.80× | ||
| 07 | Esso | Cars & Mobility | 2.75× | ||
| 08 | Information security | Business & Career | 2.75× | ||
| 09 | Betfair | Games | 2.46× | ||
| 10 | Cloud computing | Technology & Electronics | 2.43× | ||
| 11 | Satire | Literature | 2.34× | ||
| 12 | Adoption | Kids & Family | 2.26× | ||
| 13 | Refrigerator | Home & Garden | 2.10× | ||
| 14 | William Hill (bookmaker) | Games | 1.98× | ||
| 15 | Movie theater | Movies & TV | 1.95× | ||
| 16 | Internet & Social Media | 1.86× | |||
| 17 | Hobby | Home & Garden | 1.82× | ||
| 18 | Mobile home | Cars & Mobility | 1.78× | ||
| 19 | Telecommunication | Technology & Electronics | 1.64× | ||
| 20 | Distilled beverage | Food & Beverages | 1.60× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.55× | |
| Early Adopter Mentality | POWER | 1.29× | |
| Patriotism | CONSERVATISM | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.80× | |
| Pet Ownership | JOY | 0.81× | |
| Price Sensitivity | PREMIUM | 0.84× |
Digital data has an estimated audience of 3,863,529 people in United Kingdom, concentrated in South East and North West.
44.4% of Digital data fans are female, 55.6% are male, with an average age of 44.2 years.
Digital data fans show strongest brand affinity for Wikipedia (3.38×), Esso (2.75×), and Hobby (1.82×) over the country average.
Digital data fans in United Kingdom are most concentrated in South East (reach ~600K), North West (reach ~400K), and East of England (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Digital data itself, the audience over-indexes on Esso (2.75×), Hobby (1.82×), Betfair (2.46×), and William Hill (bookmaker) (1.98×) 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 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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