A data profile of the people who buy, follow and care about H.O.M.E. in United Kingdom — modelled from more than twelve digital signal sources. H.O.M.E. has an estimated audience of 5,877,209 people in United Kingdom.
H.O.M.E. has an estimated audience of 5,877,209 people in United Kingdom. 66.5% are female, 33.5% are male, average age 40.7. Top brand affinities: Do it yourself (DIY), Property finder, Renovation, Livemusic, Modern architecture.
Top brand affinities include Do it yourself (DIY), Property finder, Renovation, with strongest over-indexing on Do it yourself (DIY) (5.54× the country average).
Demographically, the H.O.M.E. audience skews more female with an average age of 40.7, and over-indexes on personality traits such as DIY Mentality, Design Affinity.
The typical H.O.M.E. fan in United Kingdom is more female, around 40.7 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the H.O.M.E. profile in United Kingdom.
66.5% are female, 33.5% are male, average age 40.7.
| Metric | Value |
|---|---|
| Female | 66.5% |
| Male | 33.5% |
| Average age | 40.7 |
| Estimated audience size | 5,877,209 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 22% | |
| 30-39 | 21% | |
| 40-49 | 21% | |
| 50+ | 22% |
of the worldwide H.O.M.E. audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 39.0% |
| India | 12.2% |
| United Kingdom | 8.2% |
The strongest cross-interests of the H.O.M.E. audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Metropolitan Museum of Art | Arts & Culture | 5.93× | ||
| 02 | Do it yourself (DIY) | Home & Garden | 5.54× | ||
| 03 | Property finder | Home & Garden | 4.51× | ||
| 04 | Oliver Bonas | Fashion & Accessoires | 4.48× | ||
| 05 | Modern architecture | Arts & Culture | 3.58× | ||
| 06 | Livemusic | Music & Radio | 3.25× | ||
| 07 | Art exhibition | Arts & Culture | 2.90× | ||
| 08 | Luxury real estate | Business & Career | 2.80× | ||
| 09 | Starter home | Home & Garden | 2.79× | ||
| 10 | Renovation | Home & Garden | 2.76× | ||
| 11 | New Look | Fashion & Accessoires | 2.54× | ||
| 12 | Philanthropy | Arts & Culture | 2.25× | ||
| 13 | Fine art | Business & Career | 2.22× | ||
| 14 | Dunelm | Home & Garden | 2.19× | ||
| 15 | Museum | Arts & Culture | 2.14× | ||
| 16 | Real estate | Business & Career | 1.80× | ||
| 17 | IKEA | Home & Garden | 1.70× | ||
| 18 | John Lewis (department store) | Shopping | 1.55× | ||
| 19 | Crafts | Home & Garden | 1.53× | ||
| 20 | Home improvement | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 3.24× | |
| Design Affinity | PREMIUM | 2.31× | |
| Pet Ownership | JOY | 2.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.83× | |
| Convenience Orientation | PREMIUM | 0.92× | |
| Family Orientation | CONSERVATISM | 0.96× |
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 H.O.M.E.. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.