A data profile of the people who buy, follow and care about Discount stores in United Kingdom — modelled from more than twelve digital signal sources. Discount stores has an estimated audience of 12,035,262 people in United Kingdom.
The average Discount stores fan in United Kingdom is 46.2 years old, more female, and lives primarily in England.
The audience is concentrated in England, North West, South West.
Top brand affinities include Matalan, Home Bargains, Lidl, with strongest over-indexing on Matalan (2.88× the country average).
Demographically, the Discount stores audience skews more female with an average age of 46.2, and over-indexes on personality traits such as Family Orientation, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Discount stores fan in United Kingdom is more female, around 46.2 years old, with strong Family Orientation tendencies and a notable affinity for Matalan.
The key figures that characterise the Discount stores profile in United Kingdom.
69.6% are female, 30.4% are male, average age 46.2.
| Metric | Value |
|---|---|
| Female | 69.6% |
| Male | 30.4% |
| Average age | 46.2 |
| Estimated audience size | 12,035,262 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 15% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 38% |
of the worldwide Discount stores audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 11.5% |
| Italy | 7.8% |
| Germany | 6.8% |
Where the Discount stores audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~2M | 1.42× | |
| 02 | South West | ~1.5M | 1.31× | |
| 03 | East Midlands | ~1M | 1.29× | |
| 04 | Wales | ~800K | 1.18× | |
| 05 | Scotland | ~1M | 1.12× | |
| 06 | North East | ~400K | 0.92× | |
| 07 | Northern Ireland | ~300K | 0.92× | |
| 08 | Yorkshire and the Humber | ~800K | 0.87× | |
| 09 | East of England | ~900K | 0.86× | |
| 10 | West Midlands | ~400K | 0.83× | |
| 11 | England | ~8.5M | 0.77× | |
| 12 | South East | ~1M | 0.76× | |
| 13 | Greater London | ~1M | 0.72× |
The strongest cross-interests of the Discount stores audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | J. D. Williams | Shopping | 3.07× | ||
| 02 | Matalan | Shopping | 2.88× | ||
| 03 | Poundland | Shopping | 2.80× | ||
| 04 | Home Bargains | Shopping | 2.77× | ||
| 05 | Household goods | Home & Garden | 2.73× | ||
| 06 | Lidl | Shopping | 2.56× | ||
| 07 | Dunelm | Home & Garden | 2.37× | ||
| 08 | Children's clothing | Fashion & Accessoires | 2.34× | ||
| 09 | Debenhams | Fashion & Accessoires | 2.19× | ||
| 10 | New Look | Fashion & Accessoires | 2.16× | ||
| 11 | TK Maxx | Shopping | 2.12× | ||
| 12 | Argos (retailer) | Shopping | 2.05× | ||
| 13 | Superdrug | Shopping | 1.97× | ||
| 14 | Morrisons | Food & Beverages | 1.94× | ||
| 15 | Aldi | Shopping | 1.93× | ||
| 16 | B&Q | Shopping | 1.93× | ||
| 17 | Very (online retailer) | Website / Newspaper / Magazine | 1.87× | ||
| 18 | Bed | Home & Garden | 1.77× | ||
| 19 | Asda | Shopping | 1.76× | ||
| 20 | IKEA | Home & Garden | 1.72× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.35× | |
| Price Sensitivity | PREMIUM | 1.33× | |
| Individualism | JOY | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.69× | |
| Patriotism | CONSERVATISM | 0.79× | |
| Early Adopter Mentality | POWER | 0.84× |
Discount stores has an estimated audience of 12,035,262 people in United Kingdom, concentrated in England and North West.
69.6% of Discount stores fans are female, 30.4% are male, with an average age of 46.2 years.
Discount stores fans show strongest brand affinity for Matalan (2.88×), Home Bargains (2.77×), and Lidl (2.56×) over the country average.
Discount stores fans in United Kingdom are most concentrated in England (reach ~8.5M), North West (reach ~2M), and South West (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Discount stores itself, the audience over-indexes on Home Bargains (2.77×), Lidl (2.56×), Dunelm (2.37×), and Aldi (1.93×) 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 Discount stores. 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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