A data profile of the people who buy, follow and care about Ethics in United Kingdom — modelled from more than twelve digital signal sources. Ethics has an estimated audience of 10,225,996 people in United Kingdom.
The average Ethics fan in United Kingdom is 43.2 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 Wikipedia, Hobby, Satire, with strongest over-indexing on Wikipedia (3.88× the country average).
Demographically, the Ethics audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Healthy Lifestyle, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Ethics fan in United Kingdom is more female, around 43.2 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Ethics profile in United Kingdom.
66.0% are female, 34.0% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 66.0% |
| Male | 34.0% |
| Average age | 43.2 |
| Estimated audience size | 10,225,996 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 29% |
of the worldwide Ethics audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 24.4% |
| Italy | 6.2% |
| United Kingdom | 4.7% |
Where the Ethics audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~700K | 1.51× | |
| 02 | Yorkshire and the Humber | ~1M | 1.40× | |
| 03 | Wales | ~600K | 1.07× | |
| 04 | North East | ~400K | 1.06× | |
| 05 | South East | ~1.5M | 1.05× | |
| 06 | England | ~7.5M | 1.02× | |
| 07 | Scotland | ~900K | 0.98× | |
| 08 | Northern Ireland | ~300K | 0.93× | |
| 09 | East of England | ~800K | 0.89× | |
| 10 | South West | ~700K | 0.86× | |
| 11 | East Midlands | ~600K | 0.82× | |
| 12 | North West | ~600K | 0.54× |
The strongest cross-interests of the Ethics audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 3.88× | ||
| 02 | Adoption | Kids & Family | 3.26× | ||
| 03 | Sketch comedy | Movies & TV | 3.02× | ||
| 04 | Satire | Literature | 2.75× | ||
| 05 | Risk management | Business & Career | 2.58× | ||
| 06 | Hobby | Home & Garden | 2.25× | ||
| 07 | Mother's Day | Kids & Family | 2.24× | ||
| 08 | Fish and chips | Food & Beverages | 2.20× | ||
| 09 | Refrigerator | Home & Garden | 2.18× | ||
| 10 | Esso | Cars & Mobility | 2.12× | ||
| 11 | Hot tub | Home & Garden | 2.06× | ||
| 12 | Mobile home | Cars & Mobility | 1.99× | ||
| 13 | Volunteering | Politics & Society | 1.97× | ||
| 14 | Dentistry | Business & Career | 1.96× | ||
| 15 | Distilled beverage | Food & Beverages | 1.68× | ||
| 16 | William Hill (bookmaker) | Games | 1.67× | ||
| 17 | Philanthropy | Arts & Culture | 1.67× | ||
| 18 | Kitchen | Home & Garden | 1.59× | ||
| 19 | Internet & Social Media | 1.58× | |||
| 20 | Aldi | Shopping | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.26× | |
| Mindfulness | BALANCE | 1.23× | |
| Sustainability | BALANCE | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.88× | |
| Family Orientation | CONSERVATISM | 0.89× | |
| Luxury Orientation | PREMIUM | 0.94× |
Ethics has an estimated audience of 10,225,996 people in United Kingdom, concentrated in England and South East.
66.0% of Ethics fans are female, 34.0% are male, with an average age of 43.2 years.
Ethics fans show strongest brand affinity for Wikipedia (3.88×), Hobby (2.25×), and Satire (2.75×) over the country average.
Ethics fans in United Kingdom are most concentrated in England (reach ~7.5M), South East (reach ~1.5M), and Yorkshire and the Humber (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Ethics itself, the audience over-indexes on Hobby (2.25×), Satire (2.75×), Kitchen (1.59×), and Adoption (3.26×) 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 Ethics. 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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