A data profile of the people who buy, follow and care about Digital media in United Kingdom — modelled from more than twelve digital signal sources. Digital media has an estimated audience of 11,153,637 people in United Kingdom.
The average Digital media fan in United Kingdom is 44.2 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Wikipedia, Hobby, Satire, with strongest over-indexing on Wikipedia (5.54× the country average).
Demographically, the Digital media audience skews balanced with an average age of 44.2, and over-indexes on personality traits such as Early Adopter Mentality, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Digital media 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 media profile in United Kingdom.
47.7% are female, 52.3% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 47.7% |
| Male | 52.3% |
| Average age | 44.2 |
| Estimated audience size | 11,153,637 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 31% |
of the worldwide Digital media audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 6.7% |
| Brazil | 5.3% |
Where the Digital media audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~600K | 1.21× | |
| 02 | Yorkshire and the Humber | ~1M | 1.18× | |
| 03 | North East | ~500K | 1.18× | |
| 04 | England | ~8.5M | 1.12× | |
| 05 | Scotland | ~1M | 1.05× | |
| 06 | South East | ~1.5M | 1.02× | |
| 07 | Wales | ~600K | 0.98× | |
| 08 | Northern Ireland | ~300K | 0.96× | |
| 09 | South West | ~900K | 0.95× | |
| 10 | East of England | ~900K | 0.93× | |
| 11 | East Midlands | ~700K | 0.92× | |
| 12 | North West | ~1M | 0.83× |
The strongest cross-interests of the Digital media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 5.54× | ||
| 02 | Alexandra Daddario | Movies & TV | 3.92× | ||
| 03 | Sketch comedy | Movies & TV | 3.67× | ||
| 04 | Satire | Literature | 2.83× | ||
| 05 | Risk management | Business & Career | 2.75× | ||
| 06 | Adoption | Kids & Family | 2.75× | ||
| 07 | Talk radio | Music & Radio | 2.72× | ||
| 08 | Esso | Cars & Mobility | 2.64× | ||
| 09 | Political science | Business & Career | 2.63× | ||
| 10 | Hobby | Home & Garden | 2.11× | ||
| 11 | Betfair | Games | 2.08× | ||
| 12 | Online newspaper | News | 2.03× | ||
| 13 | Refrigerator | Home & Garden | 1.92× | ||
| 14 | Innovation | Business & Career | 1.92× | ||
| 15 | William Hill (bookmaker) | Games | 1.78× | ||
| 16 | Internet & Social Media | 1.71× | |||
| 17 | Distilled beverage | Food & Beverages | 1.56× | ||
| 18 | Radio | Technology & Electronics | 1.56× | ||
| 19 | Genetics | Kids & Family | 1.56× | ||
| 20 | Sky Bet | Games | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.48× | |
| Community Orientation | OPEN | 1.41× | |
| Patriotism | CONSERVATISM | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.74× | |
| Design Affinity | PREMIUM | 0.80× | |
| Luxury Orientation | PREMIUM | 0.86× |
Digital media has an estimated audience of 11,153,637 people in United Kingdom, concentrated in England and South East.
47.7% of Digital media fans are female, 52.3% are male, with an average age of 44.2 years.
Digital media fans show strongest brand affinity for Wikipedia (5.54×), Hobby (2.11×), and Satire (2.83×) over the country average.
Digital media fans in United Kingdom are most concentrated in England (reach ~8.5M), South East (reach ~1.5M), and Yorkshire and the Humber (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Digital media itself, the audience over-indexes on Hobby (2.11×), Satire (2.83×), Esso (2.64×), and Sketch comedy (3.67×) 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 media. 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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