Do it yourself (DIY) Audience in United Kingdom
Do it yourself (DIY) has an estimated audience of 20,224,950 people in United Kingdom. 58.6% are female, 41.4% are male, average age 46.3. Top regions: North West, East Midlands, North East. Top brand affinities: Primelocation, Home Interior Design, Home construction, DIY & Craft Ideas, Architecture & Interior Design.
The average Do it yourself (DIY) fan in United Kingdom is 46.3 years old, more female, and lives primarily in North West. The audience is concentrated in North West, East Midlands, North East. 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, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Do it yourself (DIY) fans
| Metric | Value |
|---|---|
| Female | 58.6% |
| Male | 41.4% |
| Average age | 46.3 |
| Estimated audience size | 20,224,950 |
Audience persona
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.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| North West | 2,570,963 | 1.19× |
| East Midlands | 2,526,993 | 1.77× |
| North East | 1,817,544 | 2.31× |
| South East | 1,727,213 | 0.64× |
| East of England | 1,591,675 | 0.86× |
| Yorkshire and the Humber | 1,323,204 | 0.81× |
| Wales | 1,019,086 | 0.88× |
| Scotland | 988,834 | 0.54× |
| Greater London | 792,018 | 0.3× |
| Northern Ireland | 687,328 | 1.11× |
| West Midlands | 505,681 | 0.58× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Primelocation | 28.97× | Home & Garden |
| Home Interior Design | 8.3× | Home & Garden |
| Home construction | 6.89× | Home & Garden |
| DIY & Craft Ideas | 14.98× | Home & Garden |
| Architecture & Interior Design | 9.51× | Home & Garden |
| Oliver Bonas | 8.96× | Fashion & Accessoires |
| Habitat (retailer) | 8.83× | Home & Garden |
| Topps Tiles | 12.85× | Shopping |
| Better Bathrooms | 25.52× | Home & Garden |
| Home Design | 6.12× | Home & Garden |
| BBC Gardeners' World | 10.23× | Home & Garden |
| Home & Garden | 14.94× | Home & Garden |
| Decoration | 7.57× | Home & Garden |
| Starter home | 5.23× | Home & Garden |
| Gardeners' World | 12.28× | Movies & TV |
| Home decorating ideas | 5.01× | Home & Garden |
| Antique furniture | 9.77× | Home & Garden |
| Kitchen utensil | 6.11× | Home & Garden |
| Alan Titchmarsh | 11.94× | Movies & TV |
| American Student Dental Association | 2.71× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.19 |
| Indulgence | JOY | 1.1 |
| Luxury Orientation | PREMIUM | 1.1 |
| Creativity | OPEN | 1.06 |
| Design Affinity | PREMIUM | 1.06 |
| Convenience Orientation | PREMIUM | 1.03 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
See Do it yourself (DIY) 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 Do it yourself (DIY) have in United Kingdom?
Do it yourself (DIY) has an estimated audience of 20,224,950 people in United Kingdom, concentrated in North West and East Midlands.
What is the gender split and age of Do it yourself (DIY) fans?
58.6% of Do it yourself (DIY) fans are female, 41.4% are male, with an average age of 46.3 years.
Which brands do Do it yourself (DIY) fans like most?
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.
Where do Do it yourself (DIY) fans live in United Kingdom?
Do it yourself (DIY) fans in United Kingdom are most concentrated in North West (reach 2,570,963), East Midlands (reach 2,526,993), and North East (reach 1,817,544). These three regions account for the largest share of the active audience.
What other brands do Do it yourself (DIY) fans also like?
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.
How to read this data
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.
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.