A data profile of the people who buy, follow and care about Google Flights in United Kingdom — modelled from more than twelve digital signal sources. Google Flights has an estimated audience of 5,722,556 people in United Kingdom.
The average Google Flights fan in United Kingdom is 46.6 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include SparkFun Electronics, Hoseasons, Wizz Air, with strongest over-indexing on SparkFun Electronics (161.1× the country average).
Demographically, the Google Flights audience skews more female with an average age of 46.6, and over-indexes on personality traits such as Travelling, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Google Flights fan in United Kingdom is more female, around 46.6 years old, with strong Travelling tendencies and a notable affinity for SparkFun Electronics.
The key figures that characterise the Google Flights profile in United Kingdom.
57.3% are female, 42.7% are male, average age 46.6.
| Metric | Value |
|---|---|
| Female | 57.3% |
| Male | 42.7% |
| Average age | 46.6 |
| Estimated audience size | 5,722,556 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 40% |
of the worldwide Google Flights audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 19.2% |
| China | 7.3% |
| United Kingdom | 3.6% |
Where the Google Flights audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~1.5M | 2.15× | |
| 02 | North West | ~700K | 1.27× | |
| 03 | England | ~4M | 1.14× | |
| 04 | Scotland | ~600K | 1.13× | |
| 05 | South East | ~800K | 1.07× | |
| 06 | Northern Ireland | ~200K | 1.05× | |
| 07 | East of England | ~500K | 1.03× | |
| 08 | South West | ~400K | 0.85× | |
| 09 | East Midlands | ~300K | 0.76× | |
| 10 | Wales | ~200K | 0.67× | |
| 11 | West Midlands | ~200K | 0.67× | |
| 12 | North East | ~100K | 0.61× | |
| 13 | Yorkshire and the Humber | ~300K | 0.59× |
The strongest cross-interests of the Google Flights audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | SparkFun Electronics | Brand | 161.10× | ||
| 02 | Momondo | Travel & Leisure | 16.91× | ||
| 03 | KLM | Travel & Leisure | 11.91× | ||
| 04 | Hoseasons | Travel & Leisure | 11.68× | ||
| 05 | Wizz Air | Travel & Leisure | 8.25× | ||
| 06 | Parenting styles | Kids & Family | 7.72× | ||
| 07 | Cheapflights | Travel & Leisure | 7.68× | ||
| 08 | Low-cost carrier | Travel & Leisure | 7.08× | ||
| 09 | Emirates | Travel & Leisure | 6.47× | ||
| 10 | London Heathrow Airport | Travel & Leisure | 5.21× | ||
| 11 | Gordon Ramsey | Food & Beverages | 4.66× | ||
| 12 | Skyscanner | Travel & Leisure | 4.28× | ||
| 13 | Ryanair | Travel & Leisure | 3.98× | ||
| 14 | EasyJet | Travel & Leisure | 3.70× | ||
| 15 | Air travel | Travel & Leisure | 3.00× | ||
| 16 | British Airways | Travel & Leisure | 2.96× | ||
| 17 | TUI | Travel & Leisure | 2.18× | ||
| 18 | Airbnb | Travel & Leisure | 2.15× | ||
| 19 | Booking.com | Travel & Leisure | 2.10× | ||
| 20 | TripAdvisor | Travel & Leisure | 2.05× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.77× | |
| Quality Awareness | PREMIUM | 1.57× | |
| Price Sensitivity | PREMIUM | 1.37× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.95× | |
| Early Adopter Mentality | POWER | 0.99× | |
| Mindfulness | BALANCE | 1.00× |
Google Flights has an estimated audience of 5,722,556 people in United Kingdom, concentrated in England and Greater London.
57.3% of Google Flights fans are female, 42.7% are male, with an average age of 46.6 years.
Google Flights fans show strongest brand affinity for SparkFun Electronics (161.1×), Hoseasons (11.68×), and Wizz Air (8.25×) over the country average.
Google Flights fans in United Kingdom are most concentrated in England (reach ~4M), Greater London (reach ~1.5M), and South East (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Google Flights itself, the audience over-indexes on Hoseasons (11.68×), Wizz Air (8.25×), KLM (11.91×), and Ryanair (3.98×) 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 Google Flights. 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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