Hobby Audience in United Kingdom
Hobby has an estimated audience of 17,415,221 people in United Kingdom. 60.6% are female, 39.4% are male, average age 43.5. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: Leisure, Animal, Current events, Child, Recreation.
The average Hobby fan in United Kingdom is 43.5 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, Yorkshire and the Humber. Top brand affinities include Leisure, Animal, Current events, with strongest over-indexing on Leisure (2.54× the country average). Demographically, the Hobby audience skews more female with an average age of 43.5, and over-indexes on personality traits such as Individualism, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Hobby fans
| Metric | Value |
|---|---|
| Female | 60.6% |
| Male | 39.4% |
| Average age | 43.5 |
| Estimated audience size | 17,415,221 |
Audience persona
The typical Hobby fan in United Kingdom is more female, around 43.5 years old, with strong Individualism tendencies and a notable affinity for Leisure.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 13,061,416 | 0.95× |
| South East | 2,389,242 | 1.02× |
| Yorkshire and the Humber | 1,827,111 | 1.31× |
| East of England | 1,508,413 | 0.95× |
| Scotland | 1,455,614 | 0.93× |
| South West | 1,224,880 | 0.86× |
| Wales | 1,111,770 | 1.12× |
| West Midlands | 1,094,658 | 1.47× |
| East Midlands | 1,022,374 | 0.83× |
| North West | 855,758 | 0.46× |
| North East | 751,313 | 1.11× |
| Northern Ireland | 537,884 | 1× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Leisure | 2.54× | Travel & Leisure |
| Animal | 2.32× | Pets & Animals |
| Current events | 2.05× | Arts & Culture |
| Child | 2.08× | Kids & Family |
| Recreation | 2.53× | Travel & Leisure |
| Image sensor | 4.12× | Technology & Electronics |
| Optics | 3.1× | Health |
| Photography | 1.87× | Arts & Culture |
| Pleasure | 2.48× | Politics & Society |
| X | 2.01× | Internet & Social Media |
| Celebrity | 2.06× | Movies & TV |
| Money | 2.06× | Business & Career |
| Social network | 1.96× | Internet & Social Media |
| Politics and social issues | 1.71× | Politics & Society |
| Daily Express | 2.11× | News |
| TV | 1.89× | Movies & TV |
| Magazines | 1.96× | Literature |
| United Kingdom | 1.64× | Travel & Leisure |
| Society | 2.24× | Politics & Society |
| Garden | 1.92× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Individualism | JOY | 1.19 |
| Price Sensitivity | PREMIUM | 1.15 |
| Luxury Orientation | PREMIUM | 1.08 |
| Creativity | OPEN | 1.02 |
| Travelling | THRILL | 1.02 |
| Design Affinity | PREMIUM | 1.01 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.7% |
| China | 7.4% |
| Japan | 6.0% |
See Hobby audiences in other countries
More Home & Garden audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Music (37,354,190)
- Food (36,602,968)
Frequently asked questions
How many fans does Hobby have in United Kingdom?
Hobby has an estimated audience of 17,415,221 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Hobby fans?
60.6% of Hobby fans are female, 39.4% are male, with an average age of 43.5 years.
Which brands do Hobby fans like most?
Hobby fans show strongest brand affinity for Leisure (2.54×), Animal (2.32×), and Current events (2.05×) over the country average.
Where do Hobby fans live in United Kingdom?
Hobby fans in United Kingdom are most concentrated in England (reach 13,061,416), South East (reach 2,389,242), and Yorkshire and the Humber (reach 1,827,111). These three regions account for the largest share of the active audience.
What other brands do Hobby fans also like?
Beyond Hobby itself, the audience over-indexes on Animal (2.32×), Current events (2.05×), Child (2.08×), and Recreation (2.53×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for Hobby. 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.
About this audience profile
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.