A data profile of the people who buy, follow and care about Home Bargains in United Kingdom — modelled from more than twelve digital signal sources. Home Bargains has an estimated audience of 15,320,293 people in United Kingdom.
The average Home Bargains fan in United Kingdom is 47.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, Scotland.
Top brand affinities include Poundland, Aldi, Lidl, with strongest over-indexing on Poundland (3.23× the country average).
Demographically, the Home Bargains audience skews more female with an average age of 47.0, and over-indexes on personality traits such as Price Sensitivity, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Home Bargains fan in United Kingdom is more female, around 47.0 years old, with strong Price Sensitivity tendencies and a notable affinity for Poundland.
The key figures that characterise the Home Bargains profile in United Kingdom.
76.9% are female, 23.1% are male, average age 47.0.
| Metric | Value |
|---|---|
| Female | 76.9% |
| Male | 23.1% |
| Average age | 47.0 |
| Estimated audience size | 15,320,293 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 3% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 25% | |
| 50+ | 38% |
of the worldwide Home Bargains audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 90.1% |
| United States | 3.3% |
| China | 1.1% |
Where the Home Bargains audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~2M | 1.58× | |
| 02 | North East | ~900K | 1.57× | |
| 03 | West Midlands | ~900K | 1.42× | |
| 04 | Wales | ~1M | 1.35× | |
| 05 | Northern Ireland | ~500K | 1.16× | |
| 06 | Scotland | ~1.5M | 1.03× | |
| 07 | South West | ~1M | 0.79× | |
| 08 | East Midlands | ~800K | 0.77× | |
| 09 | South East | ~1.5M | 0.67× | |
| 10 | North West | ~1M | 0.63× | |
| 11 | East of England | ~800K | 0.58× | |
| 12 | England | ~6.5M | 0.46× |
The strongest cross-interests of the Home Bargains audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Poundland | Shopping | 3.23× | ||
| 02 | Bargain Hunters | Shopping | 2.60× | ||
| 03 | Groupon | Internet & Social Media | 1.95× | ||
| 04 | TopCashBack | Shopping | 1.91× | ||
| 05 | The Works | Shopping | 1.83× | ||
| 06 | CeX (company) | Technology & Electronics | 1.80× | ||
| 07 | Littlewoods | Business & Career | 1.75× | ||
| 08 | Eurostar | Cars & Mobility | 1.74× | ||
| 09 | Lidl | Shopping | 1.72× | ||
| 10 | BP | Cars & Mobility | 1.71× | ||
| 11 | Aldi | Shopping | 1.70× | ||
| 12 | Greggs | Food & Beverages | 1.70× | ||
| 13 | Moonpig | Home & Garden | 1.68× | ||
| 14 | Mecca Bingo | Games | 1.67× | ||
| 15 | Discounts and allowances | Shopping | 1.65× | ||
| 16 | Deal of the day | Shopping | 1.61× | ||
| 17 | Katie Price | Fashion & Accessoires | 1.57× | ||
| 18 | Morrisons | Food & Beverages | 1.56× | ||
| 19 | Discount stores | Shopping | 1.55× | ||
| 20 | Emmerdale | Movies & TV | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.54× | |
| Career Orientation | POWER | 1.18× | |
| Creativity | OPEN | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.84× | |
| Early Adopter Mentality | POWER | 0.87× | |
| Patriotism | CONSERVATISM | 0.93× |
Home Bargains's target market in United Kingdom covers an estimated 15,320,293 people, concentrated in England and Yorkshire and the Humber.
76.9% of the Home Bargains audience are female, 23.1% are male, with an average age of 47.0 years.
Home Bargains fans show strongest brand affinity for Poundland (3.23×), Aldi (1.7×), and Lidl (1.72×) over the country average.
Home Bargains fans in United Kingdom are most concentrated in England (reach ~6.5M), Yorkshire and the Humber (reach ~2M), and Scotland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Home Bargains itself, the audience over-indexes on Aldi (1.7×), Lidl (1.72×), Morrisons (1.56×), and Greggs (1.7×) 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 Bargains. 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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