A data profile of the people who buy, follow and care about Freeware in United Kingdom — modelled from more than twelve digital signal sources. Freeware has an estimated audience of 4,565,222 people in United Kingdom.
The average Freeware fan in United Kingdom is 38.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Software, Smartphones, Autotrader, with strongest over-indexing on Software (1.52× the country average).
Demographically, the Freeware audience skews more female with an average age of 38.0, and over-indexes on personality traits such as Social Media Usage, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Freeware fan in United Kingdom is more female, around 38.0 years old, with strong Social Media Usage tendencies and a notable affinity for Software.
The key figures that characterise the Freeware profile in United Kingdom.
58.0% are female, 42.0% are male, average age 38.0.
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 38.0 |
| Estimated audience size | 4,565,222 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 23% | |
| 30-39 | 18% | |
| 40-49 | 19% | |
| 50+ | 18% |
of the worldwide Freeware audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.3% |
| Germany | 8.5% |
| Brazil | 6.5% |
Where the Freeware audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~3.5M | 1.20× | |
| 02 | West Midlands | ~200K | 1.09× | |
| 03 | South West | ~400K | 1.05× | |
| 04 | Northern Ireland | ~100K | 1.02× | |
| 05 | North East | ~200K | 1.01× | |
| 06 | Yorkshire and the Humber | ~400K | 1.00× | |
| 07 | East Midlands | ~300K | 1.00× | |
| 08 | East of England | ~400K | 0.99× | |
| 09 | South East | ~600K | 0.98× | |
| 10 | Wales | ~300K | 0.97× | |
| 11 | Scotland | ~400K | 0.94× | |
| 12 | North West | ~400K | 0.91× |
The strongest cross-interests of the Freeware audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Counter-Strike: Global Offensive | Games | 4.24× | ||
| 02 | World of Warcraft | Games | 3.84× | ||
| 03 | Flickr | Internet & Social Media | 3.50× | ||
| 04 | Twitch | Games | 3.00× | ||
| 05 | OneDrive | Technology & Electronics | 2.08× | ||
| 06 | Autotrader | Cars & Mobility | 1.99× | ||
| 07 | Internet & Social Media | 1.80× | |||
| 08 | Betfair | Games | 1.78× | ||
| 09 | National Lottery (Ireland) | Games | 1.69× | ||
| 10 | Betfred | Games | 1.65× | ||
| 11 | Scottish Widows | Business & Career | 1.60× | ||
| 12 | Electronics | Technology & Electronics | 1.60× | ||
| 13 | Google Drive | Technology & Electronics | 1.60× | ||
| 14 | Instant messaging | Internet & Social Media | 1.57× | ||
| 15 | Breaking news | Movies & TV | 1.55× | ||
| 16 | Online games | Games | 1.55× | ||
| 17 | Halfords | Cars & Mobility | 1.53× | ||
| 18 | Software | Technology & Electronics | 1.52× | ||
| 19 | Smartphones | Technology & Electronics | 1.52× | ||
| 20 | Mobile app | Technology & Electronics | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.52× | |
| Early Adopter Mentality | POWER | 1.50× | |
| Need for Security | CONSERVATISM | 1.38× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.80× | |
| Mindfulness | BALANCE | 0.86× | |
| Pet Ownership | JOY | 0.92× |
Freeware has an estimated audience of 4,565,222 people in United Kingdom, concentrated in England and South East.
58.0% of Freeware fans are female, 42.0% are male, with an average age of 38.0 years.
Freeware fans show strongest brand affinity for Software (1.52×), Smartphones (1.52×), and Autotrader (1.99×) over the country average.
Freeware fans in United Kingdom are most concentrated in England (reach ~3.5M), South East (reach ~600K), and North West (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Freeware itself, the audience over-indexes on Smartphones (1.52×), Autotrader (1.99×), WhatsApp (1.8×), and Mobile app (1.51×) 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 Freeware. 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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