A data profile of the people who buy, follow and care about Home automation in United Kingdom — modelled from more than twelve digital signal sources. Home automation has an estimated audience of 4,071,955 people in United Kingdom.
The average Home automation fan in United Kingdom is 46.8 years old, balanced, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include Window covering, B&Q, Dunelm, with strongest over-indexing on Window covering (13.76× the country average).
Demographically, the Home automation audience skews balanced with an average age of 46.8, and over-indexes on personality traits such as Quality Awareness, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Home automation fan in United Kingdom is balanced, around 46.8 years old, with strong Quality Awareness tendencies and a notable affinity for Window covering.
The key figures that characterise the Home automation profile in United Kingdom.
51.4% are female, 48.6% are male, average age 46.8.
| Metric | Value |
|---|---|
| Female | 51.4% |
| Male | 48.6% |
| Average age | 46.8 |
| Estimated audience size | 4,071,955 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 13% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 39% |
of the worldwide Home automation audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 24.4% |
| Italy | 6.8% |
| United Kingdom | 6.2% |
Where the Home automation audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~800K | 1.93× | |
| 02 | England | ~3M | 1.23× | |
| 03 | East Midlands | ~300K | 1.12× | |
| 04 | South West | ~300K | 1.02× | |
| 05 | East of England | ~400K | 0.99× | |
| 06 | South East | ~500K | 0.98× | |
| 07 | Greater London | ~500K | 0.98× | |
| 08 | Northern Ireland | ~100K | 0.98× | |
| 09 | Scotland | ~300K | 0.95× | |
| 10 | Wales | ~200K | 0.95× | |
| 11 | North East | ~100K | 0.80× | |
| 12 | Yorkshire and the Humber | ~300K | 0.77× | |
| 13 | West Midlands | ~100K | 0.70× |
The strongest cross-interests of the Home automation audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Window covering | Home & Garden | 13.76× | ||
| 02 | Security alarm | Home & Garden | 6.82× | ||
| 03 | Architectural engineering | Business & Career | 6.35× | ||
| 04 | Window blind | Home & Garden | 5.84× | ||
| 05 | Kitchen stove | Home & Garden | 3.74× | ||
| 06 | Home repair | Home & Garden | 3.69× | ||
| 07 | Patio | Home & Garden | 3.52× | ||
| 08 | British Gas | Home & Garden | 3.48× | ||
| 09 | B&Q | Shopping | 3.31× | ||
| 10 | Dunelm | Home & Garden | 3.28× | ||
| 11 | Octopus Energy | Home & Garden | 3.12× | ||
| 12 | Home Appliances | Home & Garden | 2.90× | ||
| 13 | Screwfix | Home & Garden | 2.77× | ||
| 14 | Toolstation | Home & Garden | 2.74× | ||
| 15 | Household | Home & Garden | 2.55× | ||
| 16 | Bathroom | Home & Garden | 2.49× | ||
| 17 | Home Bargains | Shopping | 2.40× | ||
| 18 | Matalan | Shopping | 2.27× | ||
| 19 | Sales promotion | Shopping | 2.00× | ||
| 20 | Business | Business & Career | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.95× | |
| Need for Security | CONSERVATISM | 1.73× | |
| Family Orientation | CONSERVATISM | 1.71× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.72× | |
| Pet Ownership | JOY | 0.78× | |
| Risk Appetite | THRILL | 0.83× |
Home automation has an estimated audience of 4,071,955 people in United Kingdom, concentrated in England and North West.
51.4% of Home automation fans are female, 48.6% are male, with an average age of 46.8 years.
Home automation fans show strongest brand affinity for Window covering (13.76×), B&Q (3.31×), and Dunelm (3.28×) over the country average.
Home automation fans in United Kingdom are most concentrated in England (reach ~3M), North West (reach ~800K), and South East (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Home automation itself, the audience over-indexes on B&Q (3.31×), Dunelm (3.28×), Octopus Energy (3.12×), and Window blind (5.84×) 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 automation. 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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