Financial services Audience in United Kingdom
Financial services has an estimated audience of 13,787,300 people in United Kingdom. 50.4% are female, 49.6% are male, average age 46.0. Top regions: England, Greater London, South East. Top brand affinities: Halifax (United Kingdom bank), Personal finance, Business, Screwfix, Betfred.
The average Financial services fan in United Kingdom is 46.0 years old, balanced, and lives primarily in England. The audience is concentrated in England, Greater London, South East. Top brand affinities include Halifax (United Kingdom bank), Personal finance, Business, with strongest over-indexing on Halifax (United Kingdom bank) (2.5× the country average). Demographically, the Financial services audience skews balanced with an average age of 46.0, and over-indexes on personality traits such as Family Orientation, Individualism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Business & Career · Type: Topic
Demographics of Financial services fans
| Metric | Value |
|---|---|
| Female | 50.4% |
| Male | 49.6% |
| Average age | 46.0 |
| Estimated audience size | 13,787,300 |
Audience persona
The typical Financial services fan in United Kingdom is balanced, around 46.0 years old, with strong Family Orientation tendencies and a notable affinity for Halifax (United Kingdom bank).
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 10,340,476 | 1.5× |
| Greater London | 2,882,151 | 1.6× |
| South East | 2,034,728 | 1.1× |
| North West | 1,918,010 | 1.3× |
| East of England | 1,353,997 | 1.08× |
| Scotland | 1,152,181 | 0.93× |
| South West | 1,128,477 | 1× |
| East Midlands | 872,096 | 0.9× |
| Yorkshire and the Humber | 691,279 | 0.62× |
| Wales | 588,007 | 0.75× |
| West Midlands | 455,206 | 0.77× |
| Northern Ireland | 349,097 | 0.82× |
| North East | 338,985 | 0.63× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Halifax (United Kingdom bank) | 2.5× | Business & Career |
| Personal finance | 1.62× | Business & Career |
| Business | 1.5× | Business & Career |
| Screwfix | 1.82× | Home & Garden |
| Betfred | 1.79× | Games |
| FC Bayern Munich | 1.77× | Sports |
| Halfords | 1.72× | Cars & Mobility |
| HSBC | 2.27× | Business & Career |
| Autotrader | 1.75× | Cars & Mobility |
| Moneysupermarket.com | 2.34× | Business & Career |
| Sky Bet | 1.54× | Games |
| Santander Bank | 3.19× | Business & Career |
| Betfair | 1.75× | Games |
| TopCashBack | 2.02× | Shopping |
| We Buy Any Car | 1.71× | Cars & Mobility |
| Barclays | 1.51× | Business & Career |
| Government | 2.36× | Politics & Society |
| Casino | 1.51× | Games |
| Ladbrokes | 1.58× | Games |
| Used car | 1.5× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.22 |
| Individualism | JOY | 1.16 |
| Career Orientation | POWER | 1.16 |
| Need for Security | CONSERVATISM | 1.16 |
| Luxury Orientation | PREMIUM | 1.12 |
| Convenience Orientation | PREMIUM | 1.12 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.3% |
| India | 6.7% |
| Brazil | 5.3% |
See Financial services audiences in other countries
More Business & Career audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Music (37,354,190)
- Food (36,602,968)
Frequently asked questions
How many fans does Financial services have in United Kingdom?
Financial services has an estimated audience of 13,787,300 people in United Kingdom, concentrated in England and Greater London.
What is the gender split and age of Financial services fans?
50.4% of Financial services fans are female, 49.6% are male, with an average age of 46.0 years.
Which brands do Financial services fans like most?
Financial services fans show strongest brand affinity for Halifax (United Kingdom bank) (2.5×), Personal finance (1.62×), and Business (1.5×) over the country average.
Where do Financial services fans live in United Kingdom?
Financial services fans in United Kingdom are most concentrated in England (reach 10,340,476), Greater London (reach 2,882,151), and South East (reach 2,034,728). These three regions account for the largest share of the active audience.
What other brands do Financial services fans also like?
Beyond Financial services itself, the audience over-indexes on Personal finance (1.62×), Business (1.5×), Screwfix (1.82×), and Betfred (1.79×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for Financial services. 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.
About this audience profile
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.