A data profile of the people who buy, follow and care about Google Maps in United Kingdom — modelled from more than twelve digital signal sources. Google Maps has an estimated audience of 13,449,029 people in United Kingdom.
The average Google Maps fan in United Kingdom is 45.1 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include GeoGuessr, Apple Store, Apple Maps, with strongest over-indexing on GeoGuessr (19× the country average).
Demographically, the Google Maps audience skews balanced with an average age of 45.1, and over-indexes on personality traits such as Early Adopter Mentality, Luxury Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Google Maps fan in United Kingdom is balanced, around 45.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for GeoGuessr.
The key figures that characterise the Google Maps profile in United Kingdom.
51.3% are female, 48.7% are male, average age 45.1.
| Metric | Value |
|---|---|
| Female | 51.3% |
| Male | 48.7% |
| Average age | 45.1 |
| Estimated audience size | 13,449,029 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 17% | |
| 30-39 | 22% | |
| 40-49 | 25% | |
| 50+ | 31% |
of the worldwide Google Maps audience comes from United Kingdom.
| Country | Share |
|---|---|
| China | 16.3% |
| United States | 10.5% |
| Japan | 2.9% |
Where the Google Maps audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~800K | 1.34× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.32× | |
| 03 | South East | ~2M | 1.17× | |
| 04 | North East | ~600K | 1.09× | |
| 05 | Scotland | ~1.5M | 1.04× | |
| 06 | Northern Ireland | ~400K | 1.04× | |
| 07 | Wales | ~700K | 0.96× | |
| 08 | England | ~10M | 0.95× | |
| 09 | South West | ~1M | 0.88× | |
| 10 | East of England | ~1M | 0.86× | |
| 11 | East Midlands | ~800K | 0.81× | |
| 12 | North West | ~800K | 0.53× |
The strongest cross-interests of the Google Maps audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Astronautics | Politics & Society | 43.60× | ||
| 02 | Apple Maps | Internet & Social Media | 33.49× | ||
| 03 | Mi | Technology & Electronics | 29.33× | ||
| 04 | GeoGuessr | Internet & Social Media | 19.00× | ||
| 05 | Wearable technology | Technology & Electronics | 18.76× | ||
| 06 | Apple Store | Shopping | 16.98× | ||
| 07 | Xiaomi | Technology & Electronics | 16.10× | ||
| 08 | Wireless speakers | Technology & Electronics | 15.88× | ||
| 09 | Google Chrome | Internet & Social Media | 13.61× | ||
| 10 | Rebecca Ferguson | Movies & TV | 12.70× | ||
| 11 | Mobile phone accessories | Technology & Electronics | 12.27× | ||
| 12 | Whoop | Technology & Electronics | 10.07× | ||
| 13 | App Store (iOS) | Technology & Electronics | 9.49× | ||
| 14 | CeX (company) | Technology & Electronics | 7.48× | ||
| 15 | Zoom! | Business & Career | 6.92× | ||
| 16 | Google Drive | Technology & Electronics | 6.48× | ||
| 17 | Gmail | Internet & Social Media | 5.30× | ||
| 18 | Bluetooth | Technology & Electronics | 5.26× | ||
| 19 | Office 365 | Technology & Electronics | 4.53× | ||
| 20 | Android (operating system) | Technology & Electronics | 4.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 2.26× | |
| Luxury Orientation | PREMIUM | 1.79× | |
| Social Media Usage | JOY | 1.71× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.85× | |
| Tradition | CONSERVATISM | 0.88× | |
| Sports Activity | POWER | 0.89× |
Google Maps has an estimated audience of 13,449,029 people in United Kingdom, concentrated in England and South East.
51.3% of Google Maps fans are female, 48.7% are male, with an average age of 45.1 years.
Google Maps fans show strongest brand affinity for GeoGuessr (19×), Apple Store (16.98×), and Apple Maps (33.49×) over the country average.
Google Maps fans in United Kingdom are most concentrated in England (reach ~10M), South East (reach ~2M), and Yorkshire and the Humber (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Google Maps itself, the audience over-indexes on Apple Store (16.98×), Apple Maps (33.49×), Wearable technology (18.76×), and Google Drive (6.48×) 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 Maps. 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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