First-time buyer Audience in United Kingdom
First-time buyer has an estimated audience of 8,684,058 people in United Kingdom. 60.8% are female, 39.2% are male, average age 46.5. Top regions: Scotland, South East, Wales. Top brand affinities: Renovation, Starter home, Property finder, Zoopla, Apartment.
The average First-time buyer fan in United Kingdom is 46.5 years old, more female, and lives primarily in Scotland. The audience is concentrated in Scotland, South East, Wales. Top brand affinities include Renovation, Starter home, Property finder, with strongest over-indexing on Renovation (3.57× the country average). Demographically, the First-time buyer audience skews more female with an average age of 46.5, and over-indexes on personality traits such as Luxury Orientation, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
Category: Shopping · Type: Topic
Demographics of First-time buyer fans
| Metric | Value |
|---|---|
| Female | 60.8% |
| Male | 39.2% |
| Average age | 46.5 |
| Estimated audience size | 8,684,058 |
Audience persona
The typical First-time buyer fan in United Kingdom is more female, around 46.5 years old, with strong Luxury Orientation tendencies and a notable affinity for Renovation.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| Scotland | 1,153,568 | 1.48× |
| South East | 1,058,418 | 0.91× |
| Wales | 734,689 | 1.48× |
| Yorkshire and the Humber | 724,743 | 1.04× |
| East of England | 569,730 | 0.72× |
| West Midlands | 462,710 | 1.24× |
| South West | 454,175 | 0.64× |
| East Midlands | 432,060 | 0.71× |
| Northern Ireland | 416,683 | 1.56× |
| North West | 330,678 | 0.36× |
| North East | 295,939 | 0.88× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Renovation | 3.57× | Home & Garden |
| Starter home | 4.97× | Home & Garden |
| Property finder | 4.29× | Home & Garden |
| Zoopla | 2.61× | Business & Career |
| Apartment | 2.29× | Business & Career |
| Help to Buy | 6.28× | Home & Garden |
| Real estate | 2.01× | Business & Career |
| IKEA | 2.07× | Home & Garden |
| Kitchen | 1.8× | Home & Garden |
| Mortgage loans | 2.38× | Business & Career |
| Dunelm | 2.25× | Home & Garden |
| Mortgage calculator | 3.18× | Home & Garden |
| Bathroom | 2.12× | Home & Garden |
| Matalan | 2.02× | Shopping |
| Harrods | 2.12× | Shopping |
| Luxury real estate | 3.08× | Business & Career |
| B&Q | 1.9× | Shopping |
| Real estate development | 2.89× | Business & Career |
| John Lewis (department store) | 1.67× | Shopping |
| Santander Bank | 4.33× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 2.06 |
| DIY Mentality | THRILL | 1.91 |
| Indulgence | JOY | 1.73 |
| Design Affinity | PREMIUM | 1.71 |
| Quality Awareness | PREMIUM | 1.41 |
| Price Sensitivity | PREMIUM | 1.36 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 24.6% |
| United Kingdom | 7.5% |
| Japan | 4.9% |
See First-time buyer audiences in other countries
More Shopping 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 First-time buyer have in United Kingdom?
First-time buyer has an estimated audience of 8,684,058 people in United Kingdom, concentrated in Scotland and South East.
What is the gender split and age of First-time buyer fans?
60.8% of First-time buyer fans are female, 39.2% are male, with an average age of 46.5 years.
Which brands do First-time buyer fans like most?
First-time buyer fans show strongest brand affinity for Renovation (3.57×), Starter home (4.97×), and Property finder (4.29×) over the country average.
Where do First-time buyer fans live in United Kingdom?
First-time buyer fans in United Kingdom are most concentrated in Scotland (reach 1,153,568), South East (reach 1,058,418), and Wales (reach 734,689). These three regions account for the largest share of the active audience.
What other brands do First-time buyer fans also like?
Beyond First-time buyer itself, the audience over-indexes on Starter home (4.97×), Property finder (4.29×), Zoopla (2.61×), and Apartment (2.29×) 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 First-time buyer. 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.