A data profile of the people who buy, follow and care about Free software in United Kingdom — modelled from more than twelve digital signal sources. Free software has an estimated audience of 8,325,155 people in United Kingdom.
The average Free software fan in United Kingdom is 42.3 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Daily Star (United Kingdom), Hobby, Wikipedia, with strongest over-indexing on Daily Star (United Kingdom) (3.01× the country average).
Demographically, the Free software audience skews balanced with an average age of 42.3, and over-indexes on personality traits such as Need for Security, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Free software fan in United Kingdom is balanced, around 42.3 years old, with strong Need for Security tendencies and a notable affinity for Daily Star (United Kingdom).
The key figures that characterise the Free software profile in United Kingdom.
52.6% are female, 47.4% are male, average age 42.3.
| Metric | Value |
|---|---|
| Female | 52.6% |
| Male | 47.4% |
| Average age | 42.3 |
| Estimated audience size | 8,325,155 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 27% |
of the worldwide Free software audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.6% |
| Brazil | 5.8% |
| India | 5.7% |
Where the Free software audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~400K | 1.10× | |
| 02 | England | ~6M | 1.08× | |
| 03 | South West | ~700K | 1.04× | |
| 04 | East Midlands | ~600K | 1.02× | |
| 05 | Wales | ~500K | 1.01× | |
| 06 | North East | ~300K | 1.01× | |
| 07 | East of England | ~700K | 0.99× | |
| 08 | Yorkshire and the Humber | ~700K | 0.99× | |
| 09 | Northern Ireland | ~300K | 0.99× | |
| 10 | South East | ~1M | 0.98× | |
| 11 | Scotland | ~700K | 0.98× | |
| 12 | North West | ~800K | 0.90× |
The strongest cross-interests of the Free software audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Daily Star (United Kingdom) | News | 3.01× | ||
| 02 | Esso | Cars & Mobility | 2.46× | ||
| 03 | Wikipedia | Internet & Social Media | 2.39× | ||
| 04 | Linux | Technology & Electronics | 2.24× | ||
| 05 | Refrigerator | Home & Garden | 2.15× | ||
| 06 | Risk management | Business & Career | 2.11× | ||
| 07 | Betfair | Games | 2.10× | ||
| 08 | Satire | Literature | 2.02× | ||
| 09 | Mother's Day | Kids & Family | 2.02× | ||
| 10 | Internet & Social Media | 1.96× | |||
| 11 | William Hill (bookmaker) | Games | 1.95× | ||
| 12 | Hobby | Home & Garden | 1.90× | ||
| 13 | Volunteering | Politics & Society | 1.85× | ||
| 14 | Distilled beverage | Food & Beverages | 1.78× | ||
| 15 | Mobile home | Cars & Mobility | 1.78× | ||
| 16 | Aldi | Shopping | 1.63× | ||
| 17 | Drawing | Home & Garden | 1.62× | ||
| 18 | Breaking news | Movies & TV | 1.58× | ||
| 19 | Autotrader | Cars & Mobility | 1.54× | ||
| 20 | Google Maps | Internet & Social Media | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.34× | |
| Individualism | JOY | 1.30× | |
| Convenience Orientation | PREMIUM | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.69× | |
| Community Orientation | OPEN | 0.77× | |
| Design Affinity | PREMIUM | 0.79× |
Free software has an estimated audience of 8,325,155 people in United Kingdom, concentrated in England and South East.
52.6% of Free software fans are female, 47.4% are male, with an average age of 42.3 years.
Free software fans show strongest brand affinity for Daily Star (United Kingdom) (3.01×), Hobby (1.9×), and Wikipedia (2.39×) over the country average.
Free software fans in United Kingdom are most concentrated in England (reach ~6M), South East (reach ~1M), and North West (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Free software itself, the audience over-indexes on Hobby (1.9×), Wikipedia (2.39×), WhatsApp (1.96×), and Esso (2.46×) 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 Free software. 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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