A data profile of the people who buy, follow and care about Fiction books in United Kingdom — modelled from more than twelve digital signal sources. Fiction books has an estimated audience of 11,027,476 people in United Kingdom.
The average Fiction books fan in United Kingdom is 42.5 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 Superman, Harry Potter, Literature, with strongest over-indexing on Superman (2.87× the country average).
Demographically, the Fiction books audience skews more female with an average age of 42.5, and over-indexes on personality traits such as Mindfulness, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Fiction books fan in United Kingdom is more female, around 42.5 years old, with strong Mindfulness tendencies and a notable affinity for Superman.
The key figures that characterise the Fiction books profile in United Kingdom.
62.5% are female, 37.5% are male, average age 42.5.
| Metric | Value |
|---|---|
| Female | 62.5% |
| Male | 37.5% |
| Average age | 42.5 |
| Estimated audience size | 11,027,476 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 18% | |
| 30-39 | 17% | |
| 40-49 | 20% | |
| 50+ | 31% |
of the worldwide Fiction books audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.7% |
| China | 6.7% |
| Japan | 5.9% |
Where the Fiction books audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~700K | 1.42× | |
| 02 | Yorkshire and the Humber | ~1M | 1.17× | |
| 03 | South East | ~1.5M | 1.08× | |
| 04 | Wales | ~600K | 1.03× | |
| 05 | North East | ~400K | 1.03× | |
| 06 | Scotland | ~1M | 0.99× | |
| 07 | Northern Ireland | ~300K | 0.99× | |
| 08 | England | ~8.5M | 0.98× | |
| 09 | East of England | ~900K | 0.94× | |
| 10 | South West | ~800K | 0.93× | |
| 11 | East Midlands | ~700K | 0.93× | |
| 12 | North West | ~900K | 0.75× |
The strongest cross-interests of the Fiction books audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | E-book readers | Technology & Electronics | 3.05× | ||
| 02 | Superman | Movies & TV | 2.87× | ||
| 03 | Non-fiction books | Literature | 2.87× | ||
| 04 | Jenna Ortega | Movies & TV | 2.38× | ||
| 05 | Creative writing | Business & Career | 2.29× | ||
| 06 | Romance novels | Literature | 2.14× | ||
| 07 | Novel | Literature | 2.12× | ||
| 08 | Stranger Things | Movies & TV | 2.04× | ||
| 09 | Literature | Business & Career | 1.99× | ||
| 10 | Comics | Literature | 1.89× | ||
| 11 | Papyrus | Politics & Society | 1.89× | ||
| 12 | Waterstones | Literature | 1.80× | ||
| 13 | Dune | Movies & TV | 1.75× | ||
| 14 | Harry Potter | Movies & TV | 1.74× | ||
| 15 | E-books | Literature | 1.70× | ||
| 16 | Science fiction movies | Movies & TV | 1.58× | ||
| 17 | Poetry | Literature | 1.57× | ||
| 18 | KPop Demon Hunters | Movies & TV | 1.56× | ||
| 19 | Animated movies | Movies & TV | 1.55× | ||
| 20 | Thriller movies | Movies & TV | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.27× | |
| Tradition | CONSERVATISM | 1.20× | |
| Spirituality | BALANCE | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.89× | |
| Indulgence | JOY | 0.94× | |
| Price Sensitivity | PREMIUM | 0.94× |
Fiction books has an estimated audience of 11,027,476 people in United Kingdom, concentrated in England and South East.
62.5% of Fiction books fans are female, 37.5% are male, with an average age of 42.5 years.
Fiction books fans show strongest brand affinity for Superman (2.87×), Harry Potter (1.74×), and Literature (1.99×) over the country average.
Fiction books fans in United Kingdom are most concentrated in England (reach ~8.5M), 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 Fiction books itself, the audience over-indexes on Harry Potter (1.74×), Literature (1.99×), Waterstones (1.8×), and E-book readers (3.05×) 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 Fiction books. 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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