A data profile of the people who buy, follow and care about Driving in United Kingdom — modelled from more than twelve digital signal sources. Driving has an estimated audience of 7,612,431 people in United Kingdom.
The average Driving fan in United Kingdom is 42.6 years old, more male, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Used Cars, Esso, Betfair, with strongest over-indexing on Used Cars (3.63× the country average).
Demographically, the Driving audience skews more male with an average age of 42.6, and over-indexes on personality traits such as Patriotism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Driving fan in United Kingdom is more male, around 42.6 years old, with strong Patriotism tendencies and a notable affinity for Used Cars.
The key figures that characterise the Driving profile in United Kingdom.
31.3% are female, 68.7% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 31.3% |
| Male | 68.7% |
| Average age | 42.6 |
| Estimated audience size | 7,612,431 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide Driving audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 16.0% |
| Japan | 5.3% |
| United Kingdom | 5.2% |
Where the Driving audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~900K | 1.53× | |
| 02 | Wales | ~600K | 1.44× | |
| 03 | West Midlands | ~400K | 1.33× | |
| 04 | North East | ~300K | 1.16× | |
| 05 | South East | ~1M | 1.12× | |
| 06 | Scotland | ~600K | 0.94× | |
| 07 | East of England | ~600K | 0.83× | |
| 08 | South West | ~500K | 0.81× | |
| 09 | East Midlands | ~400K | 0.77× | |
| 10 | England | ~4.5M | 0.62× | |
| 11 | North West | ~400K | 0.44× |
The strongest cross-interests of the Driving audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Carcare | Cars & Mobility | 3.71× | ||
| 02 | Used Cars | Cars & Mobility | 3.63× | ||
| 03 | Vintage car | Cars & Mobility | 3.63× | ||
| 04 | Family car | Cars & Mobility | 3.03× | ||
| 05 | Esso | Cars & Mobility | 2.93× | ||
| 06 | Motorhome | Cars & Mobility | 2.67× | ||
| 07 | Betfair | Games | 2.66× | ||
| 08 | 4K resolution | Technology & Electronics | 2.61× | ||
| 09 | Škoda Auto | Cars & Mobility | 2.43× | ||
| 10 | Wikipedia | Internet & Social Media | 2.42× | ||
| 11 | Risk management | Business & Career | 2.37× | ||
| 12 | Autotrader | Cars & Mobility | 2.28× | ||
| 13 | Solar energy | Home & Garden | 2.17× | ||
| 14 | Mobile home | Cars & Mobility | 2.13× | ||
| 15 | SUVs | Cars & Mobility | 1.91× | ||
| 16 | Satire | Literature | 1.90× | ||
| 17 | William Hill (bookmaker) | Games | 1.86× | ||
| 18 | Refrigerator | Home & Garden | 1.78× | ||
| 19 | Internet & Social Media | 1.76× | |||
| 20 | Halfords | Cars & Mobility | 1.60× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.79× | |
| Need for Security | CONSERVATISM | 1.47× | |
| Family Orientation | CONSERVATISM | 1.43× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.69× | |
| Creativity | OPEN | 0.71× | |
| Mindfulness | BALANCE | 0.81× |
Driving has an estimated audience of 7,612,431 people in United Kingdom, concentrated in England and South East.
31.3% of Driving fans are female, 68.7% are male, with an average age of 42.6 years.
Driving fans show strongest brand affinity for Used Cars (3.63×), Esso (2.93×), and Betfair (2.66×) over the country average.
Driving fans in United Kingdom are most concentrated in England (reach ~4.5M), South East (reach ~1M), and Yorkshire and the Humber (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Driving itself, the audience over-indexes on Esso (2.93×), Betfair (2.66×), Wikipedia (2.42×), and Autotrader (2.28×) 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 Driving. 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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