A data profile of the people who buy, follow and care about Gov.uk in United Kingdom — modelled from more than twelve digital signal sources. Gov.uk has an estimated audience of 7,084,253 people in United Kingdom.
The average Gov.uk fan in United Kingdom is 44.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Esso, Breaking news, Energy, with strongest over-indexing on Esso (3.71× the country average).
Demographically, the Gov.uk audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Quality Awareness, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Gov.uk fan in United Kingdom is more female, around 44.0 years old, with strong Quality Awareness tendencies and a notable affinity for Esso.
The key figures that characterise the Gov.uk profile in United Kingdom.
58.8% are female, 41.2% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 58.8% |
| Male | 41.2% |
| Average age | 44.0 |
| Estimated audience size | 7,084,253 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 31% |
of the worldwide Gov.uk audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 69.5% |
| China | 4.6% |
| Germany | 2.6% |
Where the Gov.uk audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~500K | 1.58× | |
| 02 | Yorkshire and the Humber | ~800K | 1.43× | |
| 03 | North East | ~300K | 1.21× | |
| 04 | England | ~5.5M | 1.20× | |
| 05 | Wales | ~500K | 1.18× | |
| 06 | East Midlands | ~500K | 0.96× | |
| 07 | Scotland | ~600K | 0.92× | |
| 08 | South East | ~800K | 0.83× | |
| 09 | East of England | ~500K | 0.81× | |
| 10 | South West | ~400K | 0.74× | |
| 11 | Northern Ireland | ~200K | 0.70× | |
| 12 | North West | ~300K | 0.44× |
The strongest cross-interests of the Gov.uk audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Esso | Cars & Mobility | 3.71× | ||
| 02 | Sustainable energy | Home & Garden | 2.69× | ||
| 03 | Breaking news | Movies & TV | 2.45× | ||
| 04 | Life insurance | Business & Career | 2.41× | ||
| 05 | Energy | Home & Garden | 2.24× | ||
| 06 | Wikipedia | Internet & Social Media | 2.24× | ||
| 07 | EBay | Shopping | 2.18× | ||
| 08 | Refrigerator | Home & Garden | 2.16× | ||
| 09 | Documentary movies | Movies & TV | 1.94× | ||
| 10 | Fast food | Food & Beverages | 1.88× | ||
| 11 | William Hill (bookmaker) | Games | 1.86× | ||
| 12 | Comedy movies | Movies & TV | 1.76× | ||
| 13 | Drama movies | Movies & TV | 1.73× | ||
| 14 | Rock music | Music & Radio | 1.71× | ||
| 15 | Lidl | Shopping | 1.66× | ||
| 16 | Pop music | Music & Radio | 1.62× | ||
| 17 | Cooking | Food & Beverages | 1.60× | ||
| 18 | Aldi | Shopping | 1.60× | ||
| 19 | Hobby | Home & Garden | 1.57× | ||
| 20 | Politics | Politics & Society | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.79× | |
| Family Orientation | CONSERVATISM | 1.77× | |
| Convenience Orientation | PREMIUM | 1.48× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.68× | |
| Early Adopter Mentality | POWER | 0.73× | |
| Pet Ownership | JOY | 0.84× |
Gov.uk has an estimated audience of 7,084,253 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
58.8% of Gov.uk fans are female, 41.2% are male, with an average age of 44.0 years.
Gov.uk fans show strongest brand affinity for Esso (3.71×), Breaking news (2.45×), and Energy (2.24×) over the country average.
Gov.uk fans in United Kingdom are most concentrated in England (reach ~5.5M), Yorkshire and the Humber (reach ~800K), and South East (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Gov.uk itself, the audience over-indexes on Breaking news (2.45×), Energy (2.24×), EBay (2.18×), and Cooking (1.6×) 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 Gov.uk. 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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