A data profile of the people who buy, follow and care about Do it yourself (DIY) in United Kingdom — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 20,224,950 people in United Kingdom.
The average Do it yourself (DIY) fan in United Kingdom is 46.3 years old, more female, and lives primarily in South East.
The audience is concentrated in South East, Greater London, North West.
Top brand affinities include Primelocation, Home Interior Design, Home construction, with strongest over-indexing on Primelocation (28.97× the country average).
Demographically, the Do it yourself (DIY) audience skews more female with an average age of 46.3, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Do it yourself (DIY) fan in United Kingdom is more female, around 46.3 years old, with strong DIY Mentality tendencies and a notable affinity for Primelocation.
The key figures that characterise the Do it yourself (DIY) profile in United Kingdom.
58.6% are female, 41.4% are male, average age 46.3.
| Metric | Value |
|---|---|
| Female | 58.6% |
| Male | 41.4% |
| Average age | 46.3 |
| Estimated audience size | 20,224,950 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 38% |
of the worldwide Do it yourself (DIY) audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
Where the Do it yourself (DIY) audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North East | ~900K | 1.18× | |
| 02 | East Midlands | ~1.5M | 1.10× | |
| 03 | North West | ~2M | 1.03× | |
| 04 | Wales | ~1M | 1.00× | |
| 05 | Northern Ireland | ~600K | 1.00× | |
| 06 | East of England | ~2M | 0.98× | |
| 07 | Scotland | ~2M | 0.98× | |
| 08 | Yorkshire and the Humber | ~1.5M | 0.98× | |
| 09 | South East | ~2.5M | 0.95× | |
| 10 | West Midlands | ~800K | 0.95× | |
| 11 | Greater London | ~2.5M | 0.92× |
The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Primelocation | Home & Garden | 28.97× | ||
| 02 | Better Bathrooms | Home & Garden | 25.52× | ||
| 03 | DIY & Craft Ideas | Home & Garden | 14.98× | ||
| 04 | Home & Garden | Home & Garden | 14.94× | ||
| 05 | Topps Tiles | Shopping | 12.85× | ||
| 06 | Gardeners' World | Movies & TV | 12.28× | ||
| 07 | Alan Titchmarsh | Movies & TV | 11.94× | ||
| 08 | BBC Gardeners' World | Home & Garden | 10.23× | ||
| 09 | Antique furniture | Home & Garden | 9.77× | ||
| 10 | Architecture & Interior Design | Home & Garden | 9.51× | ||
| 11 | Oliver Bonas | Fashion & Accessoires | 8.96× | ||
| 12 | Habitat (retailer) | Home & Garden | 8.83× | ||
| 13 | Home Interior Design | Home & Garden | 8.30× | ||
| 14 | Decoration | Home & Garden | 7.57× | ||
| 15 | Home construction | Home & Garden | 6.89× | ||
| 16 | Home Design | Home & Garden | 6.12× | ||
| 17 | Kitchen utensil | Home & Garden | 6.11× | ||
| 18 | H.O.M.E. | Home & Garden | 5.54× | ||
| 19 | Starter home | Home & Garden | 5.23× | ||
| 20 | Home decorating ideas | Home & Garden | 5.01× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 2.73× | |
| Quality Awareness | PREMIUM | 2.70× | |
| Urban Lifestyle | OPEN | 2.41× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.69× | |
| Community Orientation | OPEN | 0.81× | |
| Spirituality | BALANCE | 1.03× |
Do it yourself (DIY) has an estimated audience of 20,224,950 people in United Kingdom, concentrated in South East and Greater London.
58.6% of Do it yourself (DIY) fans are female, 41.4% are male, with an average age of 46.3 years.
Do it yourself (DIY) fans show strongest brand affinity for Primelocation (28.97×), Home Interior Design (8.3×), and Home construction (6.89×) over the country average.
Do it yourself (DIY) fans in United Kingdom are most concentrated in South East (reach ~2.5M), Greater London (reach ~2.5M), and North West (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Do it yourself (DIY) itself, the audience over-indexes on Home Interior Design (8.3×), Home construction (6.89×), DIY & Craft Ideas (14.98×), and Architecture & Interior Design (9.51×) 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 Do it yourself (DIY). 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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