A data profile of the people who buy, follow and care about Hobbies and activities in United Kingdom — modelled from more than twelve digital signal sources. Hobbies and activities has an estimated audience of 26,518,116 people in United Kingdom.
The average Hobbies and activities fan in United Kingdom is 40.6 years old, more female, and lives primarily in South East.
The audience is concentrated in South East, North West, East of England.
Top brand affinities include Polo Ralph Lauren, Zendaya, Hip-hop dance, with strongest over-indexing on Polo Ralph Lauren (1.62× the country average).
Demographically, the Hobbies and activities audience skews more female with an average age of 40.6, and over-indexes on personality traits such as Indulgence, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 19 brand affinities and 8 regions tracked by Rascasse.
The typical Hobbies and activities fan in United Kingdom is more female, around 40.6 years old, with strong Indulgence tendencies and a notable affinity for Polo Ralph Lauren.
The key figures that characterise the Hobbies and activities profile in United Kingdom.
55.2% are female, 44.8% are male, average age 40.6.
| Metric | Value |
|---|---|
| Female | 55.2% |
| Male | 44.8% |
| Average age | 40.6 |
| Estimated audience size | 26,518,116 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 17% | |
| 30-39 | 17% | |
| 40-49 | 21% | |
| 50+ | 25% |
of the worldwide Hobbies and activities audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 21.1% |
| Japan | 11.9% |
| India | 6.1% |
Where the Hobbies and activities audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South West | ~2.5M | 1.04× | |
| 02 | North East | ~1M | 1.04× | |
| 03 | East of England | ~2.5M | 1.02× | |
| 04 | East Midlands | ~2M | 1.00× | |
| 05 | Yorkshire and the Humber | ~2M | 0.99× | |
| 06 | South East | ~3.5M | 0.98× | |
| 07 | West Midlands | ~1M | 0.96× | |
| 08 | North West | ~2.5M | 0.95× |
The strongest cross-interests of the Hobbies and activities audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Antoine Griezmann | Sports | 1.86× | ||
| 02 | Dries van Noten | Fashion & Accessoires | 1.73× | ||
| 03 | Richmond Football Club | Sports | 1.72× | ||
| 04 | Süper Lig | Sports | 1.68× | ||
| 05 | Hip-hop dance | Sports | 1.65× | ||
| 06 | Telkomsel | Technology & Electronics | 1.64× | ||
| 07 | Polo Ralph Lauren | Fashion & Accessoires | 1.62× | ||
| 08 | Roberto Cavalli | Fashion & Accessoires | 1.61× | ||
| 09 | Galatasaray S.K. | Sports | 1.61× | ||
| 10 | AFL Grand Final | Sports | 1.58× | ||
| 11 | Zendaya | Movies & TV | 1.55× | ||
| 12 | University and college admission | Business & Career | 1.55× | ||
| 13 | Skin Food | Beauty & Wellness | 1.55× | ||
| 14 | Era FM | Music & Radio | 1.55× | ||
| 15 | Etude House | Beauty & Wellness | 1.55× | ||
| 16 | Longchamp | Fashion & Accessoires | 1.54× | ||
| 17 | PC Gamer | Games | 1.54× | ||
| 18 | Korean drama | Movies & TV | 1.53× | ||
| 19 | Siti Nurhaliza | Music & Radio | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.31× | |
| Career Orientation | POWER | 1.31× | |
| Luxury Orientation | PREMIUM | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.78× | |
| Creativity | OPEN | 0.79× | |
| Healthy Lifestyle | BALANCE | 0.80× |
Hobbies and activities has an estimated audience of 26,518,116 people in United Kingdom, concentrated in South East and North West.
55.2% of Hobbies and activities fans are female, 44.8% are male, with an average age of 40.6 years.
Hobbies and activities fans show strongest brand affinity for Polo Ralph Lauren (1.62×), Zendaya (1.55×), and Hip-hop dance (1.65×) over the country average.
Hobbies and activities fans in United Kingdom are most concentrated in South East (reach ~3.5M), North West (reach ~2.5M), and East of England (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Hobbies and activities itself, the audience over-indexes on Zendaya (1.55×), Hip-hop dance (1.65×), Longchamp (1.54×), and Korean drama (1.53×) 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 Hobbies and activities. 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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