A data profile of the people who buy, follow and care about hmv in United Kingdom — modelled from more than twelve digital signal sources. hmv has an estimated audience of 9,499,802 people in United Kingdom.
The average hmv fan in United Kingdom is 43.9 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 Concerts, Wikipedia, Refrigerator, with strongest over-indexing on Concerts (1.77× the country average).
Demographically, the hmv audience skews more female with an average age of 43.9, and over-indexes on personality traits such as Convenience Orientation, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical hmv fan in United Kingdom is more female, around 43.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Concerts.
The key figures that characterise the hmv profile in United Kingdom.
58.4% are female, 41.6% are male, average age 43.9.
| Metric | Value |
|---|---|
| Female | 58.4% |
| Male | 41.6% |
| Average age | 43.9 |
| Estimated audience size | 9,499,802 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide hmv audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 51.3% |
| Japan | 43.3% |
| United States | 1.1% |
Where the hmv audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~600K | 1.56× | |
| 02 | Yorkshire and the Humber | ~1M | 1.48× | |
| 03 | North East | ~500K | 1.31× | |
| 04 | Scotland | ~1M | 1.23× | |
| 05 | Wales | ~600K | 1.20× | |
| 06 | Northern Ireland | ~300K | 0.98× | |
| 07 | South East | ~1M | 0.86× | |
| 08 | South West | ~600K | 0.86× | |
| 09 | East Midlands | ~500K | 0.84× | |
| 10 | East of England | ~500K | 0.63× | |
| 11 | England | ~5M | 0.59× | |
| 12 | North West | ~500K | 0.47× |
The strongest cross-interests of the hmv audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | La Roche-Posay | Beauty & Wellness | 2.54× | ||
| 02 | Nivea | Beauty & Wellness | 2.31× | ||
| 03 | Concerts | Music & Radio | 1.77× | ||
| 04 | Mineral water | Food & Beverages | 1.64× | ||
| 05 | Adoption | Kids & Family | 1.62× | ||
| 06 | Hot tub | Home & Garden | 1.60× | ||
| 07 | Fish and chips | Food & Beverages | 1.60× | ||
| 08 | Sketch comedy | Movies & TV | 1.60× | ||
| 09 | Trivago | Travel & Leisure | 1.59× | ||
| 10 | Pierce Brosnan | Movies & TV | 1.59× | ||
| 11 | Wikipedia | Internet & Social Media | 1.56× | ||
| 12 | Cappuccino | Food & Beverages | 1.54× | ||
| 13 | Convenience store | Food & Beverages | 1.54× | ||
| 14 | Refrigerator | Home & Garden | 1.53× | ||
| 15 | War film | Movies & TV | 1.53× | ||
| 16 | Kitchenware | Home & Garden | 1.51× | ||
| 17 | Microwave oven | Home & Garden | 1.51× | ||
| 18 | Window blind | Home & Garden | 1.51× | ||
| 19 | Calvin Klein | Fashion & Accessoires | 1.50× | ||
| 20 | Talk radio | Music & Radio | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.14× | |
| Community Orientation | OPEN | 1.11× | |
| Extroversion | THRILL | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.91× | |
| Luxury Orientation | PREMIUM | 0.91× | |
| DIY Mentality | THRILL | 0.92× |
hmv has an estimated audience of 9,499,802 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
58.4% of hmv fans are female, 41.6% are male, with an average age of 43.9 years.
hmv fans show strongest brand affinity for Concerts (1.77×), Wikipedia (1.56×), and Refrigerator (1.53×) over the country average.
hmv fans in United Kingdom are most concentrated in England (reach ~5M), Yorkshire and the Humber (reach ~1M), and South East (reach ~1M). These three regions account for the largest share of the active audience.
Beyond hmv itself, the audience over-indexes on Wikipedia (1.56×), Refrigerator (1.53×), Kitchenware (1.51×), and Trivago (1.59×) 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 hmv. 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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