A data profile of the people who buy, follow and care about Dyson in United Kingdom — modelled from more than twelve digital signal sources. Dyson has an estimated audience of 3,223,637 people in United Kingdom.
The average Dyson fan in United Kingdom is 44.6 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Vacuum cleaner, Hair dryer, B&Q, with strongest over-indexing on Vacuum cleaner (10.81× the country average).
Demographically, the Dyson audience skews more female with an average age of 44.6, and over-indexes on personality traits such as Family Orientation, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Dyson fan in United Kingdom is more female, around 44.6 years old, with strong Family Orientation tendencies and a notable affinity for Vacuum cleaner.
The key figures that characterise the Dyson profile in United Kingdom.
66.4% are female, 33.6% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 66.4% |
| Male | 33.6% |
| Average age | 44.6 |
| Estimated audience size | 3,223,637 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 18% | |
| 30-39 | 22% | |
| 40-49 | 25% | |
| 50+ | 30% |
of the worldwide Dyson audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 9.6% |
| Germany | 7.6% |
| Italy | 7.3% |
Where the Dyson audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~500K | 1.33× | |
| 02 | South West | ~300K | 1.24× | |
| 03 | East of England | ~300K | 1.17× | |
| 04 | England | ~2.5M | 1.16× | |
| 05 | North West | ~400K | 1.12× | |
| 06 | South East | ~500K | 1.07× | |
| 07 | East Midlands | ~200K | 1.05× | |
| 08 | Scotland | ~300K | 0.96× | |
| 09 | Wales | ~200K | 0.95× | |
| 10 | Northern Ireland | ~90K | 0.93× | |
| 11 | West Midlands | ~100K | 0.72× | |
| 12 | Yorkshire and the Humber | ~200K | 0.65× | |
| 13 | North East | ~80K | 0.65× |
The strongest cross-interests of the Dyson audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vacuum cleaner | Home & Garden | 10.81× | ||
| 02 | Hair dryer | Beauty & Wellness | 5.77× | ||
| 03 | Hair iron | Beauty & Wellness | 3.42× | ||
| 04 | British Gas | Home & Garden | 2.39× | ||
| 05 | Debenhams | Fashion & Accessoires | 2.31× | ||
| 06 | B&Q | Shopping | 2.29× | ||
| 07 | Superdrug | Shopping | 2.21× | ||
| 08 | Matalan | Shopping | 2.20× | ||
| 09 | Argos (retailer) | Shopping | 2.00× | ||
| 10 | Dunelm | Home & Garden | 1.91× | ||
| 11 | Home Appliances | Home & Garden | 1.83× | ||
| 12 | Morrisons | Food & Beverages | 1.79× | ||
| 13 | Home Bargains | Shopping | 1.74× | ||
| 14 | IKEA | Home & Garden | 1.73× | ||
| 15 | Bathroom | Home & Garden | 1.68× | ||
| 16 | Zoopla | Business & Career | 1.64× | ||
| 17 | Asda | Shopping | 1.63× | ||
| 18 | Tesco | Shopping | 1.58× | ||
| 19 | Beauty salons | Beauty & Wellness | 1.54× | ||
| 20 | Recipes | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.42× | |
| Quality Awareness | PREMIUM | 1.28× | |
| Need for Security | CONSERVATISM | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.62× | |
| Patriotism | CONSERVATISM | 0.78× | |
| Mindfulness | BALANCE | 0.79× |
Dyson's target market in United Kingdom covers an estimated 3,223,637 people, concentrated in England and Greater London.
66.4% of the Dyson audience are female, 33.6% are male, with an average age of 44.6 years.
Dyson fans show strongest brand affinity for Vacuum cleaner (10.81×), Hair dryer (5.77×), and B&Q (2.29×) over the country average.
Dyson fans in United Kingdom are most concentrated in England (reach ~2.5M), Greater London (reach ~500K), and South East (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Dyson itself, the audience over-indexes on Hair dryer (5.77×), B&Q (2.29×), Matalan (2.2×), and Superdrug (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 Dyson. 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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