A data profile of the people who buy, follow and care about Dorset in United Kingdom — modelled from more than twelve digital signal sources. Dorset has an estimated audience of 4,593,557 people in United Kingdom.
The average Dorset fan in United Kingdom is 44.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, South West.
Top brand affinities include Hobby, Do it yourself (DIY), AFC Bournemouth, with strongest over-indexing on Hobby (2.03× the country average).
Demographically, the Dorset audience skews more female with an average age of 44.9, and over-indexes on personality traits such as DIY Mentality, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Dorset fan in United Kingdom is more female, around 44.9 years old, with strong DIY Mentality tendencies and a notable affinity for Hobby.
The key figures that characterise the Dorset profile in United Kingdom.
70.5% are female, 29.5% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 70.5% |
| Male | 29.5% |
| Average age | 44.9 |
| Estimated audience size | 4,593,557 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 16% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Dorset audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 72.4% |
| United States | 8.6% |
| Australia | 2.2% |
Where the Dorset audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South West | ~600K | 1.50× | |
| 02 | West Midlands | ~300K | 1.39× | |
| 03 | South East | ~800K | 1.36× | |
| 04 | England | ~3.5M | 1.31× | |
| 05 | Wales | ~300K | 1.09× | |
| 06 | Yorkshire and the Humber | ~400K | 0.95× | |
| 07 | East of England | ~400K | 0.92× | |
| 08 | East Midlands | ~300K | 0.83× | |
| 09 | North East | ~100K | 0.70× | |
| 10 | Scotland | ~300K | 0.61× | |
| 11 | North West | ~200K | 0.41× |
The strongest cross-interests of the Dorset audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | AFC Bournemouth | Sports | 6.44× | ||
| 02 | Adoption | Kids & Family | 2.52× | ||
| 03 | Mother's Day | Kids & Family | 2.41× | ||
| 04 | Hot tub | Home & Garden | 2.40× | ||
| 05 | Wikipedia | Internet & Social Media | 2.31× | ||
| 06 | Volunteering | Politics & Society | 2.21× | ||
| 07 | Refrigerator | Home & Garden | 2.12× | ||
| 08 | Satire | Literature | 2.12× | ||
| 09 | TK Maxx | Shopping | 2.10× | ||
| 10 | Hobby | Home & Garden | 2.03× | ||
| 11 | Do it yourself (DIY) | Home & Garden | 1.86× | ||
| 12 | Esso | Cars & Mobility | 1.85× | ||
| 13 | Distilled beverage | Food & Beverages | 1.84× | ||
| 14 | Kitchen | Home & Garden | 1.73× | ||
| 15 | Aldi | Shopping | 1.73× | ||
| 16 | IKEA | Home & Garden | 1.70× | ||
| 17 | Personal care | Health | 1.58× | ||
| 18 | Weddings | Kids & Family | 1.55× | ||
| 19 | Lidl | Shopping | 1.53× | ||
| 20 | William Hill (bookmaker) | Games | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.54× | |
| Healthy Lifestyle | BALANCE | 1.33× | |
| Creativity | OPEN | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.88× | |
| Quality Awareness | PREMIUM | 0.91× | |
| Pet Ownership | JOY | 0.92× |
Dorset has an estimated audience of 4,593,557 people in United Kingdom, concentrated in England and South East.
70.5% of Dorset fans are female, 29.5% are male, with an average age of 44.9 years.
Dorset fans show strongest brand affinity for Hobby (2.03×), Do it yourself (DIY) (1.86×), and AFC Bournemouth (6.44×) over the country average.
Dorset fans in United Kingdom are most concentrated in England (reach ~3.5M), South East (reach ~800K), and South West (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Dorset itself, the audience over-indexes on Do it yourself (DIY) (1.86×), AFC Bournemouth (6.44×), Kitchen (1.73×), and Volunteering (2.21×) 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 Dorset. 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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