A data profile of the people who buy, follow and care about Financial Times in United Kingdom — modelled from more than twelve digital signal sources. Financial Times has an estimated audience of 2,879,111 people in United Kingdom.
The average Financial Times fan in United Kingdom is 44.5 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Toby Jones, David Hockney, Richard Armitage (actor), with strongest over-indexing on Toby Jones (17.81× the country average).
Demographically, the Financial Times audience skews balanced with an average age of 44.5, and over-indexes on personality traits such as Design Affinity, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Financial Times fan in United Kingdom is balanced, around 44.5 years old, with strong Design Affinity tendencies and a notable affinity for Toby Jones.
The key figures that characterise the Financial Times profile in United Kingdom.
48.5% are female, 51.5% are male, average age 44.5.
| Metric | Value |
|---|---|
| Female | 48.5% |
| Male | 51.5% |
| Average age | 44.5 |
| Estimated audience size | 2,879,111 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 33% |
of the worldwide Financial Times audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 15.3% |
| United States | 14.8% |
| China | 6.6% |
Where the Financial Times audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~1M | 2.99× | |
| 02 | England | ~2M | 1.54× | |
| 03 | South East | ~400K | 1.07× | |
| 04 | Scotland | ~300K | 1.02× | |
| 05 | East of England | ~200K | 0.95× | |
| 06 | South West | ~200K | 0.91× | |
| 07 | North West | ~300K | 0.86× | |
| 08 | Northern Ireland | ~70K | 0.83× | |
| 09 | East Midlands | ~100K | 0.68× | |
| 10 | Wales | ~100K | 0.64× | |
| 11 | North East | ~70K | 0.61× | |
| 12 | West Midlands | ~60K | 0.50× | |
| 13 | Yorkshire and the Humber | ~100K | 0.48× |
The strongest cross-interests of the Financial Times audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | HealthLine | Health | 22.94× | ||
| 02 | Toby Jones | Movies & TV | 17.81× | ||
| 03 | Richard Armitage (actor) | Movies & TV | 15.40× | ||
| 04 | David Hockney | Arts & Culture | 10.29× | ||
| 05 | Maje | Shopping | 8.95× | ||
| 06 | Coach | Fashion & Accessoires | 8.65× | ||
| 07 | Southbank Centre | Travel & Leisure | 6.35× | ||
| 08 | Oliver Bonas | Fashion & Accessoires | 5.05× | ||
| 09 | The Times | News | 3.51× | ||
| 10 | Waterstones | Literature | 3.19× | ||
| 11 | Sports equipment | Sports | 3.15× | ||
| 12 | Google Docs | Internet & Social Media | 2.71× | ||
| 13 | Men's clothing | Fashion & Accessoires | 2.51× | ||
| 14 | The Guardian | News | 2.31× | ||
| 15 | American Student Dental Association | Business & Career | 2.08× | ||
| 16 | Beverages | Food & Beverages | 1.84× | ||
| 17 | Pets | Pets & Animals | 1.74× | ||
| 18 | Cooking | Food & Beverages | 1.68× | ||
| 19 | Personal finance | Business & Career | 1.68× | ||
| 20 | Consumer electronics | Technology & Electronics | 1.60× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.57× | |
| Sustainability | BALANCE | 2.14× | |
| Career Orientation | POWER | 2.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.94× | |
| DIY Mentality | THRILL | 1.01× | |
| Patriotism | CONSERVATISM | 1.01× |
Financial Times has an estimated audience of 2,879,111 people in United Kingdom, concentrated in England and Greater London.
48.5% of Financial Times fans are female, 51.5% are male, with an average age of 44.5 years.
Financial Times fans show strongest brand affinity for Toby Jones (17.81×), David Hockney (10.29×), and Richard Armitage (actor) (15.4×) over the country average.
Financial Times fans in United Kingdom are most concentrated in England (reach ~2M), Greater London (reach ~1M), and South East (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Financial Times itself, the audience over-indexes on David Hockney (10.29×), Richard Armitage (actor) (15.4×), Coach (8.65×), and Waterstones (3.19×) 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 Financial Times. 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.
Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.
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