Digital media Audience in United Kingdom
Digital media has an estimated audience of 11,153,637 people in United Kingdom. 47.7% are female, 52.3% are male, average age 44.2. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: Wikipedia, Hobby, DeviantArt, Weddings, Betfair.
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, DeviantArt, with strongest over-indexing on Wikipedia (2.89× 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, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Business & Career · Type: Topic
Demographics of Digital media fans
| Metric | Value |
|---|---|
| Female | 47.7% |
| Male | 52.3% |
| Average age | 44.2 |
| Estimated audience size | 11,153,637 |
Audience persona
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.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 8,365,228 | 1.13× |
| South East | 1,556,078 | 1.04× |
| Yorkshire and the Humber | 1,172,983 | 1.31× |
| Scotland | 1,087,147 | 1.08× |
| East of England | 855,429 | 0.84× |
| South West | 795,488 | 0.87× |
| North East | 637,022 | 1.47× |
| West Midlands | 636,520 | 1.33× |
| Wales | 612,143 | 0.96× |
| East Midlands | 557,108 | 0.71× |
| North West | 519,970 | 0.44× |
| Northern Ireland | 283,583 | 0.83× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Wikipedia | 2.89× | Internet & Social Media |
| Hobby | 2.21× | Home & Garden |
| DeviantArt | 4.51× | Internet & Social Media |
| Weddings | 1.86× | Kids & Family |
| Betfair | 2.57× | Games |
| 1.95× | Internet & Social Media | |
| Satire | 2.62× | Literature |
| William Hill (bookmaker) | 1.89× | Games |
| TUI | 1.82× | Travel & Leisure |
| Home business | 3.86× | Business & Career |
| Distilled beverage | 1.73× | Food & Beverages |
| Luxury yacht | 2.76× | Travel & Leisure |
| Refrigerator | 1.98× | Home & Garden |
| Expensive Taste | 2.16× | Business & Career |
| Mango | 3.4× | Shopping |
| TripAdvisor | 1.69× | Travel & Leisure |
| Bored Panda | 3.17× | Internet & Social Media |
| Esso | 2.01× | Cars & Mobility |
| Sky Bet | 1.66× | Games |
| Sketch comedy | 2.67× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Early Adopter Mentality | POWER | 1.53 |
| Convenience Orientation | PREMIUM | 1.35 |
| Travelling | THRILL | 1.25 |
| Individualism | JOY | 1.18 |
| Spirituality | BALANCE | 1.15 |
| Community Orientation | OPEN | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 6.7% |
| Brazil | 5.3% |
See Digital media audiences in other countries
More Business & Career audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Music (37,354,190)
- Food (36,602,968)
Frequently asked questions
How many fans does Digital media have in United Kingdom?
Digital media has an estimated audience of 11,153,637 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Digital media fans?
47.7% of Digital media fans are female, 52.3% are male, with an average age of 44.2 years.
Which brands do Digital media fans like most?
Digital media fans show strongest brand affinity for Wikipedia (2.89×), Hobby (2.21×), and DeviantArt (4.51×) over the country average.
Where do Digital media fans live in United Kingdom?
Digital media fans in United Kingdom are most concentrated in England (reach 8,365,228), South East (reach 1,556,078), and Yorkshire and the Humber (reach 1,172,983). These three regions account for the largest share of the active audience.
What other brands do Digital media fans also like?
Beyond Digital media itself, the audience over-indexes on Hobby (2.21×), DeviantArt (4.51×), Weddings (1.86×), and Betfair (2.57×) compared to the United Kingdom average.
How to read this data
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.
About this audience profile
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.