Gardening Audience in United Kingdom
Gardening has an estimated audience of 13,549,163 people in United Kingdom. 61.0% are female, 39.0% are male, average age 45.6. Top regions: England, South East, Scotland. Top brand affinities: Garden, Matalan, Dunelm, Garden furniture, J. D. Williams.
The average Gardening fan in United Kingdom is 45.6 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, Scotland. Top brand affinities include Garden, Matalan, Dunelm, with strongest over-indexing on Garden (1.92× the country average). Demographically, the Gardening audience skews more female with an average age of 45.6, and over-indexes on personality traits such as Indulgence, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Gardening fans
| Metric | Value |
|---|---|
| Female | 61.0% |
| Male | 39.0% |
| Average age | 45.6 |
| Estimated audience size | 13,549,163 |
Audience persona
The typical Gardening fan in United Kingdom is more female, around 45.6 years old, with strong Indulgence tendencies and a notable affinity for Garden.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 5,195,574 | 0.41× |
| South East | 2,079,559 | 1.14× |
| Scotland | 1,559,555 | 1.28× |
| Yorkshire and the Humber | 1,316,498 | 1.21× |
| South West | 1,161,493 | 1.04× |
| Wales | 1,113,698 | 1.44× |
| East of England | 1,043,763 | 0.84× |
| North West | 832,173 | 0.57× |
| East Midlands | 787,806 | 0.83× |
| West Midlands | 748,510 | 1.29× |
| North East | 565,357 | 1.07× |
| Northern Ireland | 362,197 | 0.87× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Garden | 1.92× | Home & Garden |
| Matalan | 1.57× | Shopping |
| Dunelm | 1.53× | Home & Garden |
| Garden furniture | 1.71× | Home & Garden |
| J. D. Williams | 2.04× | Shopping |
| Home Interior Design | 1.67× | Home & Garden |
| Hobbycraft | 1.6× | Home & Garden |
| Home decorating ideas | 1.65× | Home & Garden |
| Landscape design | 1.53× | Business & Career |
| Garden centre | 1.56× | Home & Garden |
| Home Design | 1.55× | Home & Garden |
| Freemans | 1.75× | Fashion & Accessoires |
| DFS (British retailer) | 1.69× | Shopping |
| Lawn | 1.5× | Home & Garden |
| Home décor products | 1.57× | Home & Garden |
| Houseplant | 1.58× | Home & Garden |
| Sandal | 1.51× | Fashion & Accessoires |
| Fat Face | 1.56× | Fashion & Accessoires |
| Prince Harry | 1.62× | Politics & Society |
| Old age | 1.66× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.36 |
| Design Affinity | PREMIUM | 1.3 |
| DIY Mentality | THRILL | 1.23 |
| Individualism | JOY | 1.14 |
| Sustainability | BALANCE | 1.08 |
| Quality Awareness | PREMIUM | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.7% |
| United Kingdom | 5.5% |
| Japan | 5.4% |
See Gardening audiences in other countries
More Home & Garden 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 Gardening have in United Kingdom?
Gardening has an estimated audience of 13,549,163 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Gardening fans?
61.0% of Gardening fans are female, 39.0% are male, with an average age of 45.6 years.
Which brands do Gardening fans like most?
Gardening fans show strongest brand affinity for Garden (1.92×), Matalan (1.57×), and Dunelm (1.53×) over the country average.
Where do Gardening fans live in United Kingdom?
Gardening fans in United Kingdom are most concentrated in England (reach 5,195,574), South East (reach 2,079,559), and Scotland (reach 1,559,555). These three regions account for the largest share of the active audience.
What other brands do Gardening fans also like?
Beyond Gardening itself, the audience over-indexes on Matalan (1.57×), Dunelm (1.53×), Garden furniture (1.71×), and J. D. Williams (2.04×) 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 Gardening. 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.