A data profile of the people who buy, follow and care about Edinburgh in United Kingdom — modelled from more than twelve digital signal sources. Edinburgh has an estimated audience of 6,646,185 people in United Kingdom.
The average Edinburgh fan in United Kingdom is 43.6 years old, more female, and lives primarily in Scotland.
The audience is concentrated in Scotland, England, South East.
Top brand affinities include Scotland, Glasgow, Rangers FC, with strongest over-indexing on Scotland (1.55× the country average).
Demographically, the Edinburgh audience skews more female with an average age of 43.6, and over-indexes on personality traits such as Need for Security, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Edinburgh fan in United Kingdom is more female, around 43.6 years old, with strong Need for Security tendencies and a notable affinity for Scotland.
The key figures that characterise the Edinburgh profile in United Kingdom.
61.4% are female, 38.6% are male, average age 43.6.
| Metric | Value |
|---|---|
| Female | 61.4% |
| Male | 38.6% |
| Average age | 43.6 |
| Estimated audience size | 6,646,185 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 17% | |
| 30-39 | 16% | |
| 40-49 | 22% | |
| 50+ | 33% |
of the worldwide Edinburgh audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 40.2% |
| United States | 14.1% |
| Australia | 3.5% |
Where the Edinburgh audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~2M | 3.23× | |
| 02 | North East | ~500K | 1.94× | |
| 03 | Yorkshire and the Humber | ~700K | 1.40× | |
| 04 | West Midlands | ~300K | 1.18× | |
| 05 | South East | ~800K | 0.86× | |
| 06 | East of England | ~400K | 0.74× | |
| 07 | South West | ~400K | 0.67× | |
| 08 | East Midlands | ~300K | 0.66× | |
| 09 | North West | ~400K | 0.57× | |
| 10 | Northern Ireland | ~60K | 0.30× | |
| 11 | England | ~1.5M | 0.26× | |
| 12 | Wales | ~80K | 0.22× |
The strongest cross-interests of the Edinburgh audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Nicola Sturgeon | Politics & Society | 3.28× | ||
| 02 | Scottish Rugby Union | Sports | 3.22× | ||
| 03 | The Scotsman | News | 3.09× | ||
| 04 | Aberdeen F.C. | Sports | 2.78× | ||
| 05 | Scotland national football team | Sports | 2.74× | ||
| 06 | Glasgow Airport | Travel & Leisure | 2.43× | ||
| 07 | Rangers FC | Sports | 2.35× | ||
| 08 | NHS Scotland | Health | 2.29× | ||
| 09 | Aberdeen | Travel & Leisure | 2.17× | ||
| 10 | Celtic FC | Sports | 2.10× | ||
| 11 | Scotland national rugby union team | Sports | 2.05× | ||
| 12 | Glasgow | Travel & Leisure | 2.03× | ||
| 13 | Heart of Midlothian F.C. | Sports | 1.98× | ||
| 14 | Scottish Highlands | Travel & Leisure | 1.91× | ||
| 15 | BBC Scotland | Movies & TV | 1.90× | ||
| 16 | Legends | Music & Radio | 1.74× | ||
| 17 | Bank of Scotland | Business & Career | 1.70× | ||
| 18 | Scotland | Travel & Leisure | 1.55× | ||
| 19 | Great Britain | Travel & Leisure | 1.55× | ||
| 20 | Celtic nations | Politics & Society | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.09× | |
| Creativity | OPEN | 1.00× | |
| Extroversion | THRILL | 0.98× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.79× | |
| Healthy Lifestyle | BALANCE | 0.80× | |
| Luxury Orientation | PREMIUM | 0.81× |
Edinburgh has an estimated audience of 6,646,185 people in United Kingdom, concentrated in Scotland and England.
61.4% of Edinburgh fans are female, 38.6% are male, with an average age of 43.6 years.
Edinburgh fans show strongest brand affinity for Scotland (1.55×), Glasgow (2.03×), and Rangers FC (2.35×) over the country average.
Edinburgh fans in United Kingdom are most concentrated in Scotland (reach ~2M), England (reach ~1.5M), and South East (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Edinburgh itself, the audience over-indexes on Glasgow (2.03×), Rangers FC (2.35×), Celtic FC (2.1×), and Great Britain (1.55×) 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 Edinburgh. 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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