A data profile of the people who buy, follow and care about Home accessories in United Kingdom — modelled from more than twelve digital signal sources. Home accessories has an estimated audience of 3,065,784 people in United Kingdom.
The average Home accessories fan in United Kingdom is 47.4 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 IKEA, Home Appliances, Garden furniture, with strongest over-indexing on IKEA (3.77× the country average).
Demographically, the Home accessories audience skews more female with an average age of 47.4, and over-indexes on personality traits such as Design Affinity, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Home accessories fan in United Kingdom is more female, around 47.4 years old, with strong Design Affinity tendencies and a notable affinity for IKEA.
The key figures that characterise the Home accessories profile in United Kingdom.
78.1% are female, 21.9% are male, average age 47.4.
| Metric | Value |
|---|---|
| Female | 78.1% |
| Male | 21.9% |
| Average age | 47.4 |
| Estimated audience size | 3,065,784 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 13% | |
| 30-39 | 18% | |
| 40-49 | 25% | |
| 50+ | 40% |
of the worldwide Home accessories audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.1% |
| United Kingdom | 13.1% |
| Italy | 8.6% |
Where the Home accessories audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~200K | 1.39× | |
| 02 | Yorkshire and the Humber | ~300K | 1.37× | |
| 03 | North East | ~100K | 1.18× | |
| 04 | Wales | ~200K | 1.06× | |
| 05 | England | ~2.5M | 0.99× | |
| 06 | Scotland | ~300K | 0.98× | |
| 07 | Northern Ireland | ~90K | 0.96× | |
| 08 | East Midlands | ~200K | 0.89× | |
| 09 | South East | ~400K | 0.87× | |
| 10 | East of England | ~200K | 0.83× | |
| 11 | South West | ~200K | 0.83× | |
| 12 | North West | ~200K | 0.76× |
The strongest cross-interests of the Home accessories audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Floral design | Home & Garden | 5.80× | ||
| 02 | Garden furniture | Home & Garden | 4.23× | ||
| 03 | Reiss (brand) | Fashion & Accessoires | 3.95× | ||
| 04 | IKEA | Home & Garden | 3.77× | ||
| 05 | Microwave oven | Home & Garden | 3.66× | ||
| 06 | Home Appliances | Home & Garden | 3.30× | ||
| 07 | Garden centre | Home & Garden | 2.92× | ||
| 08 | TK Maxx | Shopping | 2.51× | ||
| 09 | EBay | Shopping | 2.39× | ||
| 10 | Energy | Home & Garden | 2.36× | ||
| 11 | Volunteering | Politics & Society | 2.27× | ||
| 12 | Discount stores | Shopping | 2.22× | ||
| 13 | H&M | Shopping | 2.14× | ||
| 14 | Renovation | Home & Garden | 2.13× | ||
| 15 | B&Q | Shopping | 2.00× | ||
| 16 | Home improvement | Home & Garden | 1.85× | ||
| 17 | Boutiques | Fashion & Accessoires | 1.84× | ||
| 18 | Cooking | Food & Beverages | 1.76× | ||
| 19 | Kitchen | Home & Garden | 1.67× | ||
| 20 | Furniture | Home & Garden | 1.64× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.24× | |
| Quality Awareness | PREMIUM | 1.96× | |
| DIY Mentality | THRILL | 1.83× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.67× | |
| Early Adopter Mentality | POWER | 0.76× | |
| Risk Appetite | THRILL | 0.81× |
Home accessories has an estimated audience of 3,065,784 people in United Kingdom, concentrated in England and South East.
78.1% of Home accessories fans are female, 21.9% are male, with an average age of 47.4 years.
Home accessories fans show strongest brand affinity for IKEA (3.77×), Home Appliances (3.3×), and Garden furniture (4.23×) over the country average.
Home accessories fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~400K), and Yorkshire and the Humber (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Home accessories itself, the audience over-indexes on Home Appliances (3.3×), Garden furniture (4.23×), Energy (2.36×), and EBay (2.39×) 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 Home accessories. 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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