A data profile of the people who buy, follow and care about Dogs in United Kingdom — modelled from more than twelve digital signal sources. Dogs has an estimated audience of 23,367,904 people in United Kingdom.
The average Dogs fan in United Kingdom is 45.7 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Maltese (dog), Dog breed, Chihuahua (dog), with strongest over-indexing on Maltese (dog) (2.91× the country average).
Demographically, the Dogs audience skews more female with an average age of 45.7, and over-indexes on personality traits such as Pet Ownership, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Dogs fan in United Kingdom is more female, around 45.7 years old, with strong Pet Ownership tendencies and a notable affinity for Maltese (dog).
The key figures that characterise the Dogs profile in United Kingdom.
63.0% are female, 37.0% are male, average age 45.7.
| Metric | Value |
|---|---|
| Female | 63.0% |
| Male | 37.0% |
| Average age | 45.7 |
| Estimated audience size | 23,367,904 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 37% |
of the worldwide Dogs audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 24.1% |
| United Kingdom | 5.6% |
| Japan | 4.6% |
Where the Dogs audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~1.5M | 1.42× | |
| 02 | Yorkshire and the Humber | ~2.5M | 1.37× | |
| 03 | Wales | ~2M | 1.36× | |
| 04 | North East | ~1M | 1.23× | |
| 05 | Scotland | ~2.5M | 1.11× | |
| 06 | Northern Ireland | ~700K | 1.00× | |
| 07 | South East | ~3M | 0.96× | |
| 08 | South West | ~1.5M | 0.90× | |
| 09 | East Midlands | ~1.5M | 0.84× | |
| 10 | East of England | ~1.5M | 0.77× | |
| 11 | England | ~12M | 0.54× | |
| 12 | North West | ~1.5M | 0.50× |
The strongest cross-interests of the Dogs audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Maltese (dog) | Pets & Animals | 2.91× | ||
| 02 | Chihuahua (dog) | Pets & Animals | 2.43× | ||
| 03 | Shih Tzu | Pets & Animals | 2.32× | ||
| 04 | Poodle | Pets & Animals | 2.22× | ||
| 05 | Yorkshire Terrier | Pets & Animals | 2.14× | ||
| 06 | Labrador Retriever | Pets & Animals | 1.97× | ||
| 07 | Pug | Pets & Animals | 1.90× | ||
| 08 | Beagle | Pets & Animals | 1.86× | ||
| 09 | Siberian Husky | Pets & Animals | 1.83× | ||
| 10 | Dog breed | Pets & Animals | 1.76× | ||
| 11 | Dachshund | Pets & Animals | 1.75× | ||
| 12 | Bulldog | Pets & Animals | 1.74× | ||
| 13 | Border Collie | Pets & Animals | 1.73× | ||
| 14 | Dog food | Pets & Animals | 1.71× | ||
| 15 | Rottweiler | Pets & Animals | 1.71× | ||
| 16 | Pet store | Pets & Animals | 1.70× | ||
| 17 | Dog collar | Pets & Animals | 1.61× | ||
| 18 | Golden Retriever | Pets & Animals | 1.57× | ||
| 19 | French Bulldog | Pets & Animals | 1.55× | ||
| 20 | Pet food | Pets & Animals | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 1.25× | |
| DIY Mentality | THRILL | 0.99× | |
| Creativity | OPEN | 0.97× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.66× | |
| Urban Lifestyle | OPEN | 0.73× | |
| Patriotism | CONSERVATISM | 0.73× |
Dogs has an estimated audience of 23,367,904 people in United Kingdom, concentrated in England and South East.
63.0% of Dogs fans are female, 37.0% are male, with an average age of 45.7 years.
Dogs fans show strongest brand affinity for Maltese (dog) (2.91×), Dog breed (1.76×), and Chihuahua (dog) (2.43×) over the country average.
Dogs fans in United Kingdom are most concentrated in England (reach ~12M), South East (reach ~3M), and Yorkshire and the Humber (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Dogs itself, the audience over-indexes on Dog breed (1.76×), Chihuahua (dog) (2.43×), Dog food (1.71×), and Yorkshire Terrier (2.14×) 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 Dogs. 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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