Discount stores Audience in United Kingdom
Discount stores has an estimated audience of 12,035,262 people in United Kingdom. 69.6% are female, 30.4% are male, average age 46.2. Top regions: England, North West, South West. Top brand affinities: Matalan, Home Bargains, Lidl, Dunelm, Aldi.
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 Indulgence, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Shopping · Type: Topic · Subtype: Lifestyle cluster
Demographics of Discount stores fans
| Metric | Value |
|---|---|
| Female | 69.6% |
| Male | 30.4% |
| Average age | 46.2 |
| Estimated audience size | 12,035,262 |
Audience persona
The typical Discount stores fan in United Kingdom is more female, around 46.2 years old, with strong Indulgence tendencies and a notable affinity for Matalan.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 8,564,794 | 0.77× |
| North West | 1,889,415 | 1.47× |
| South West | 1,352,015 | 1.37× |
| Scotland | 1,225,273 | 1.13× |
| South East | 1,176,524 | 0.73× |
| East Midlands | 1,147,893 | 1.35× |
| Greater London | 1,092,830 | 0.7× |
| East of England | 919,253 | 0.84× |
| Wales | 831,446 | 1.21× |
| Yorkshire and the Humber | 821,207 | 0.85× |
| West Midlands | 418,644 | 0.81× |
| North East | 416,124 | 0.89× |
| Northern Ireland | 330,622 | 0.89× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Matalan | 2.88× | Shopping |
| Home Bargains | 2.77× | Shopping |
| Lidl | 2.56× | Shopping |
| Dunelm | 2.37× | Home & Garden |
| Aldi | 1.93× | Shopping |
| Argos (retailer) | 2.05× | Shopping |
| Very (online retailer) | 1.87× | |
| Morrisons | 1.94× | Food & Beverages |
| Poundland | 2.8× | Shopping |
| Debenhams | 2.19× | Fashion & Accessoires |
| Superdrug | 1.97× | Shopping |
| B&Q | 1.93× | Shopping |
| Premier Inn | 1.9× | Travel & Leisure |
| TK Maxx | 2.12× | Shopping |
| Asda | 1.76× | Shopping |
| Household goods | 2.73× | Home & Garden |
| New Look | 2.16× | Fashion & Accessoires |
| IKEA | 1.72× | Home & Garden |
| Children's clothing | 2.34× | Fashion & Accessoires |
| Bed | 1.77× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.47 |
| Convenience Orientation | PREMIUM | 1.4 |
| Price Sensitivity | PREMIUM | 1.37 |
| Family Orientation | CONSERVATISM | 1.22 |
| Luxury Orientation | PREMIUM | 1.19 |
| Creativity | OPEN | 1.18 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 11.5% |
| Italy | 7.8% |
| Germany | 6.8% |
See Discount stores audiences in other countries
More Lifestyle cluster audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Food (36,602,968)
- Clothing (36,166,055)
Frequently asked questions
How many fans does Discount stores have in United Kingdom?
Discount stores has an estimated audience of 12,035,262 people in United Kingdom, concentrated in England and North West.
What is the gender split and age of Discount stores fans?
69.6% of Discount stores fans are female, 30.4% are male, with an average age of 46.2 years.
Which brands do Discount stores fans like most?
Discount stores fans show strongest brand affinity for Matalan (2.88×), Home Bargains (2.77×), and Lidl (2.56×) over the country average.
Where do Discount stores fans live in United Kingdom?
Discount stores fans in United Kingdom are most concentrated in England (reach 8,564,794), North West (reach 1,889,415), and South West (reach 1,352,015). These three regions account for the largest share of the active audience.
What other brands do Discount stores fans also like?
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.
How to read this data
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.
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.