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 4,942,500 people in United Kingdom.
The average HMV fan in United Kingdom is 44.0 years old, more male, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Rachel McAdams, Taron Egerton, Melissa Rauch, with strongest over-indexing on Rachel McAdams (26.71× the country average).
Demographically, the HMV audience skews more male with an average age of 44.0, and over-indexes on personality traits such as Spirituality, Patriotism.
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 male, around 44.0 years old, with strong Spirituality tendencies and a notable affinity for Rachel McAdams.
The key figures that characterise the HMV profile in United Kingdom.
43.1% are female, 56.9% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 43.1% |
| Male | 56.9% |
| Average age | 44.0 |
| Estimated audience size | 4,942,500 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 25% | |
| 50+ | 31% |
of the worldwide HMV audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 41.9% |
| Japan | 36.5% |
| China | 10.6% |
Where the HMV audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~300K | 1.56× | |
| 02 | Yorkshire and the Humber | ~600K | 1.48× | |
| 03 | North East | ~200K | 1.31× | |
| 04 | Scotland | ~500K | 1.23× | |
| 05 | Wales | ~300K | 1.20× | |
| 06 | Northern Ireland | ~100K | 0.98× | |
| 07 | South East | ~600K | 0.86× | |
| 08 | South West | ~300K | 0.86× | |
| 09 | East Midlands | ~300K | 0.84× | |
| 10 | East of England | ~300K | 0.63× | |
| 11 | England | ~2.5M | 0.59× | |
| 12 | North West | ~200K | 0.47× |
The strongest cross-interests of the HMV audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bruce Campbell | Movies & TV | 45.82× | ||
| 02 | Travis Fimmel | Movies & TV | 37.55× | ||
| 03 | Zachary Levi | Movies & TV | 34.00× | ||
| 04 | The Equalizer | Movies & TV | 32.65× | ||
| 05 | Krysten Ritter | Movies & TV | 28.93× | ||
| 06 | Ming-Na Wen | Movies & TV | 28.64× | ||
| 07 | Rachel McAdams | Movies & TV | 26.71× | ||
| 08 | Taron Egerton | Movies & TV | 25.58× | ||
| 09 | Melissa Rauch | Movies & TV | 22.47× | ||
| 10 | Yvonne Strahovski | Movies & TV | 18.41× | ||
| 11 | Jeffrey Dean Morgan | Movies & TV | 15.22× | ||
| 12 | Patrick Stewart | Movies & TV | 14.20× | ||
| 13 | Discogs | Music & Radio | 12.56× | ||
| 14 | PUP | Music & Radio | 11.98× | ||
| 15 | Goldie Hawn | Movies & TV | 11.32× | ||
| 16 | Gerard Butler | Movies & TV | 9.24× | ||
| 17 | Jamie Lee Curtis | Movies & TV | 7.51× | ||
| 18 | Internet Movie Database | Movies & TV | 7.08× | ||
| 19 | Superman | Movies & TV | 3.70× | ||
| 20 | Halford | Music & Radio | 2.24× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.46× | |
| Patriotism | CONSERVATISM | 1.28× | |
| Urban Lifestyle | OPEN | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.95× | |
| Individualism | JOY | 0.97× | |
| Family Orientation | CONSERVATISM | 1.01× |
HMV's target market in United Kingdom covers an estimated 4,942,500 people, concentrated in England and Yorkshire and the Humber.
43.1% of the HMV audience are female, 56.9% are male, with an average age of 44.0 years.
HMV fans show strongest brand affinity for Rachel McAdams (26.71×), Taron Egerton (25.58×), and Melissa Rauch (22.47×) over the country average.
HMV fans in United Kingdom are most concentrated in England (reach ~2.5M), Yorkshire and the Humber (reach ~600K), and South East (reach ~600K). These three regions account for the largest share of the active audience.
Beyond HMV itself, the audience over-indexes on Taron Egerton (25.58×), Melissa Rauch (22.47×), Travis Fimmel (37.55×), and Krysten Ritter (28.93×) 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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