Home Appliances Audience in United Kingdom
Home Appliances has an estimated audience of 13,343,361 people in United Kingdom. 58.6% are female, 41.4% are male, average age 47.2. Top regions: England, Yorkshire and the Humber, South East. Top brand affinities: Toolstation, B&Q, Matalan, Wickes, Travelodge.
The average Home Appliances fan in United Kingdom is 47.2 years old, more female, and lives primarily in England. The audience is concentrated in England, Yorkshire and the Humber, South East. Top brand affinities include Toolstation, B&Q, Matalan, with strongest over-indexing on Toolstation (3.18× the country average). Demographically, the Home Appliances audience skews more female with an average age of 47.2, and over-indexes on personality traits such as Convenience Orientation, Family Orientation. 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 Home Appliances fans
| Metric | Value |
|---|---|
| Female | 58.6% |
| Male | 41.4% |
| Average age | 47.2 |
| Estimated audience size | 13,343,361 |
Audience persona
The typical Home Appliances fan in United Kingdom is more female, around 47.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Toolstation.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 10,007,521 | 1.41× |
| Yorkshire and the Humber | 1,569,487 | 1.46× |
| South East | 1,294,218 | 0.72× |
| Scotland | 1,032,011 | 0.86× |
| West Midlands | 961,732 | 1.68× |
| East Midlands | 853,716 | 0.91× |
| East of England | 826,439 | 0.68× |
| South West | 798,290 | 0.73× |
| Wales | 712,910 | 0.94× |
| North East | 709,131 | 1.37× |
| North West | 644,345 | 0.45× |
| Northern Ireland | 325,749 | 0.79× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Toolstation | 3.18× | Home & Garden |
| B&Q | 2.97× | Shopping |
| Matalan | 2.38× | Shopping |
| Wickes | 2.66× | Home & Garden |
| Travelodge | 2.8× | Travel & Leisure |
| Halifax (United Kingdom bank) | 2.24× | Business & Career |
| Business | 1.54× | Business & Career |
| Premier Inn | 2.25× | Travel & Leisure |
| Garden furniture | 3.11× | Home & Garden |
| Kitchen stove | 3.07× | Home & Garden |
| Screwfix | 2.21× | Home & Garden |
| Dunelm | 2.32× | Home & Garden |
| Automobiles | 1.86× | Cars & Mobility |
| Mobile phones | 1.71× | Technology & Electronics |
| Summer house | 3.84× | Travel & Leisure |
| Halfords | 2.2× | Cars & Mobility |
| Transport | 1.9× | Cars & Mobility |
| Home Bargains | 2.07× | Shopping |
| Garden | 1.67× | Home & Garden |
| Octopus Energy | 2.23× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 1.48 |
| Family Orientation | CONSERVATISM | 1.45 |
| Quality Awareness | PREMIUM | 1.39 |
| DIY Mentality | THRILL | 1.37 |
| Indulgence | JOY | 1.35 |
| Luxury Orientation | PREMIUM | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.6% |
| Brazil | 4.9% |
| Italy | 4.6% |
See Home Appliances 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 Home Appliances have in United Kingdom?
Home Appliances has an estimated audience of 13,343,361 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
What is the gender split and age of Home Appliances fans?
58.6% of Home Appliances fans are female, 41.4% are male, with an average age of 47.2 years.
Which brands do Home Appliances fans like most?
Home Appliances fans show strongest brand affinity for Toolstation (3.18×), B&Q (2.97×), and Matalan (2.38×) over the country average.
Where do Home Appliances fans live in United Kingdom?
Home Appliances fans in United Kingdom are most concentrated in England (reach 10,007,521), Yorkshire and the Humber (reach 1,569,487), and South East (reach 1,294,218). These three regions account for the largest share of the active audience.
What other brands do Home Appliances fans also like?
Beyond Home Appliances itself, the audience over-indexes on B&Q (2.97×), Matalan (2.38×), Wickes (2.66×), and Travelodge (2.8×) 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 Home Appliances. 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.