A data profile of the people who buy, follow and care about Gambling in United Kingdom — modelled from more than twelve digital signal sources. Gambling has an estimated audience of 13,460,529 people in United Kingdom.
The average Gambling fan in United Kingdom is 43.2 years old, more male, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include William Hill (bookmaker), Betfred, Paddy Power, with strongest over-indexing on William Hill (bookmaker) (2.69× the country average).
Demographically, the Gambling audience skews more male with an average age of 43.2, and over-indexes on personality traits such as Need for Security, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Gambling fan in United Kingdom is more male, around 43.2 years old, with strong Need for Security tendencies and a notable affinity for William Hill (bookmaker).
The key figures that characterise the Gambling profile in United Kingdom.
42.6% are female, 57.4% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 42.6% |
| Male | 57.4% |
| Average age | 43.2 |
| Estimated audience size | 13,460,529 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide Gambling audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 22.0% |
| United Kingdom | 5.8% |
| India | 5.7% |
Where the Gambling audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~1.5M | 1.39× | |
| 02 | Northern Ireland | ~600K | 1.39× | |
| 03 | West Midlands | ~800K | 1.38× | |
| 04 | North East | ~700K | 1.26× | |
| 05 | Wales | ~800K | 1.02× | |
| 06 | South West | ~1M | 0.93× | |
| 07 | South East | ~1.5M | 0.92× | |
| 08 | Scotland | ~1M | 0.87× | |
| 09 | East Midlands | ~800K | 0.85× | |
| 10 | East of England | ~1M | 0.82× | |
| 11 | England | ~8.5M | 0.69× | |
| 12 | North West | ~800K | 0.53× |
The strongest cross-interests of the Gambling audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Betway | Games | 4.12× | ||
| 02 | Betfair | Games | 2.77× | ||
| 03 | William Hill (bookmaker) | Games | 2.69× | ||
| 04 | Online gambling | Games | 2.66× | ||
| 05 | Sports betting | Games | 2.65× | ||
| 06 | Betfred | Games | 2.42× | ||
| 07 | Paddy Power | Games | 2.42× | ||
| 08 | Casino | Games | 2.40× | ||
| 09 | Sky Bet | Games | 2.35× | ||
| 10 | Ladbrokes | Games | 2.35× | ||
| 11 | Gala Bingo | Games | 2.02× | ||
| 12 | Racing Post | Sports | 1.98× | ||
| 13 | National Lottery | Games | 1.91× | ||
| 14 | Screwfix | Home & Garden | 1.87× | ||
| 15 | National Lottery (United Kingdom) | Games | 1.73× | ||
| 16 | National Lottery (Ireland) | Games | 1.69× | ||
| 17 | Manchester City F.C. | Sports | 1.67× | ||
| 18 | Wembley Stadium | Sports | 1.62× | ||
| 19 | Toolstation | Home & Garden | 1.62× | ||
| 20 | Premier League | Sports | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.08× | |
| Quality Awareness | PREMIUM | 1.06× | |
| Social Media Usage | JOY | 1.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.49× | |
| Design Affinity | PREMIUM | 0.59× | |
| Community Orientation | OPEN | 0.71× |
Gambling has an estimated audience of 13,460,529 people in United Kingdom, concentrated in England and South East.
42.6% of Gambling fans are female, 57.4% are male, with an average age of 43.2 years.
Gambling fans show strongest brand affinity for William Hill (bookmaker) (2.69×), Betfred (2.42×), and Paddy Power (2.42×) over the country average.
Gambling fans in United Kingdom are most concentrated in England (reach ~8.5M), South East (reach ~1.5M), and Yorkshire and the Humber (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Gambling itself, the audience over-indexes on Betfred (2.42×), Paddy Power (2.42×), Betfair (2.77×), and Sky Bet (2.35×) 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 Gambling. 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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