A data profile of the people who buy, follow and care about Home Appliances in United Kingdom — modelled from more than twelve digital signal sources. Home Appliances has an estimated audience of 13,343,361 people in United Kingdom.
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 DIY Mentality, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Home Appliances fan in United Kingdom is more female, around 47.2 years old, with strong DIY Mentality tendencies and a notable affinity for Toolstation.
The key figures that characterise the Home Appliances profile in United Kingdom.
58.6% are female, 41.4% are male, average age 47.2.
| Metric | Value |
|---|---|
| Female | 58.6% |
| Male | 41.4% |
| Average age | 47.2 |
| Estimated audience size | 13,343,361 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 14% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 40% |
of the worldwide Home Appliances audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.6% |
| Brazil | 4.9% |
| Italy | 4.6% |
Where the Home Appliances audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~900K | 1.64× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.42× | |
| 03 | England | ~10M | 1.41× | |
| 04 | North East | ~700K | 1.29× | |
| 05 | Wales | ~700K | 0.95× | |
| 06 | East Midlands | ~900K | 0.93× | |
| 07 | Scotland | ~1M | 0.87× | |
| 08 | Northern Ireland | ~300K | 0.85× | |
| 09 | South West | ~900K | 0.79× | |
| 10 | South East | ~1.5M | 0.76× | |
| 11 | East of England | ~900K | 0.74× | |
| 12 | North West | ~800K | 0.58× |
The strongest cross-interests of the Home Appliances audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Summer house | Travel & Leisure | 3.84× | ||
| 02 | Toolstation | Home & Garden | 3.18× | ||
| 03 | Garden furniture | Home & Garden | 3.11× | ||
| 04 | Kitchen stove | Home & Garden | 3.07× | ||
| 05 | B&Q | Shopping | 2.97× | ||
| 06 | Travelodge | Travel & Leisure | 2.80× | ||
| 07 | Matalan | Shopping | 2.38× | ||
| 08 | Dunelm | Home & Garden | 2.32× | ||
| 09 | Halifax (United Kingdom bank) | Business & Career | 2.24× | ||
| 10 | Octopus Energy | Home & Garden | 2.23× | ||
| 11 | Screwfix | Home & Garden | 2.21× | ||
| 12 | Halfords | Cars & Mobility | 2.20× | ||
| 13 | Home Bargains | Shopping | 2.07× | ||
| 14 | Argos (retailer) | Shopping | 2.01× | ||
| 15 | Transport | Cars & Mobility | 1.90× | ||
| 16 | Automobiles | Cars & Mobility | 1.86× | ||
| 17 | Kitchen | Home & Garden | 1.74× | ||
| 18 | Mobile phones | Technology & Electronics | 1.71× | ||
| 19 | Garden | Home & Garden | 1.67× | ||
| 20 | Business | Business & Career | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.99× | |
| Family Orientation | CONSERVATISM | 1.68× | |
| Need for Security | CONSERVATISM | 1.64× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.86× | |
| Healthy Lifestyle | BALANCE | 0.89× | |
| Risk Appetite | THRILL | 0.90× |
Home Appliances has an estimated audience of 13,343,361 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
58.6% of Home Appliances fans are female, 41.4% are male, with an average age of 47.2 years.
Home Appliances fans show strongest brand affinity for Toolstation (3.18×), B&Q (2.97×), and Matalan (2.38×) over the country average.
Home Appliances fans in United Kingdom are most concentrated in England (reach ~10M), Yorkshire and the Humber (reach ~1.5M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Home Appliances itself, the audience over-indexes on B&Q (2.97×), Matalan (2.38×), Travelodge (2.8×), and Halifax (United Kingdom bank) (2.24×) 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 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.
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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