A data profile of the people who buy, follow and care about Digital television in United Kingdom — modelled from more than twelve digital signal sources. Digital television has an estimated audience of 5,583,634 people in United Kingdom.
The average Digital television fan in United Kingdom is 44.6 years old, more male, and lives primarily in England.
The audience is concentrated in England, South East, Scotland.
Top brand affinities include Wikipedia, Google Maps, Sketch comedy, with strongest over-indexing on Wikipedia (7.03× the country average).
Demographically, the Digital television audience skews more male with an average age of 44.6, and over-indexes on personality traits such as Convenience Orientation, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Digital television fan in United Kingdom is more male, around 44.6 years old, with strong Convenience Orientation tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Digital television profile in United Kingdom.
44.4% are female, 55.6% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 44.4% |
| Male | 55.6% |
| Average age | 44.6 |
| Estimated audience size | 5,583,634 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Digital television audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 12.7% |
| India | 5.9% |
| Italy | 5.6% |
Where the Digital television audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~4M | 1.42× | |
| 02 | Wales | ~400K | 1.22× | |
| 03 | Scotland | ~500K | 1.07× | |
| 04 | Northern Ireland | ~200K | 1.06× | |
| 05 | West Midlands | ~200K | 1.00× | |
| 06 | North East | ~200K | 0.95× | |
| 07 | South West | ~400K | 0.93× | |
| 08 | East Midlands | ~400K | 0.93× | |
| 09 | Yorkshire and the Humber | ~400K | 0.89× | |
| 10 | East of England | ~400K | 0.87× | |
| 11 | North West | ~500K | 0.84× | |
| 12 | South East | ~600K | 0.82× |
The strongest cross-interests of the Digital television audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 7.03× | ||
| 02 | Alexandra Daddario | Movies & TV | 5.71× | ||
| 03 | Sketch comedy | Movies & TV | 4.71× | ||
| 04 | Talk radio | Music & Radio | 3.55× | ||
| 05 | Risk management | Business & Career | 3.18× | ||
| 06 | Adoption | Kids & Family | 3.12× | ||
| 07 | Satire | Literature | 3.05× | ||
| 08 | Esso | Cars & Mobility | 3.04× | ||
| 09 | Google Maps | Internet & Social Media | 2.93× | ||
| 10 | Google Drive | Technology & Electronics | 2.87× | ||
| 11 | Betfair | Games | 2.74× | ||
| 12 | Refrigerator | Home & Garden | 2.55× | ||
| 13 | Office 365 | Technology & Electronics | 2.47× | ||
| 14 | Mobile home | Cars & Mobility | 2.46× | ||
| 15 | William Hill (bookmaker) | Games | 2.05× | ||
| 16 | Hobby | Home & Garden | 2.04× | ||
| 17 | Internet & Social Media | 2.01× | |||
| 18 | Local news | News | 1.83× | ||
| 19 | Distilled beverage | Food & Beverages | 1.71× | ||
| 20 | Aldi | Shopping | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.40× | |
| Patriotism | CONSERVATISM | 1.37× | |
| Spirituality | BALANCE | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.66× | |
| Design Affinity | PREMIUM | 0.66× | |
| Community Orientation | OPEN | 0.70× |
Digital television has an estimated audience of 5,583,634 people in United Kingdom, concentrated in England and South East.
44.4% of Digital television fans are female, 55.6% are male, with an average age of 44.6 years.
Digital television fans show strongest brand affinity for Wikipedia (7.03×), Google Maps (2.93×), and Sketch comedy (4.71×) over the country average.
Digital television fans in United Kingdom are most concentrated in England (reach ~4M), South East (reach ~600K), and Scotland (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Digital television itself, the audience over-indexes on Google Maps (2.93×), Sketch comedy (4.71×), Google Drive (2.87×), and Esso (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 television. 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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