A data profile of the people who buy, follow and care about Home business in United Kingdom — modelled from more than twelve digital signal sources. Home business has an estimated audience of 3,129,762 people in United Kingdom.
The average Home business fan in United Kingdom is 45.9 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Home Renovations, Morrisons, Sky Bet, with strongest over-indexing on Home Renovations (8.72× the country average).
Demographically, the Home business audience skews balanced with an average age of 45.9, and over-indexes on personality traits such as Convenience Orientation, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Home business fan in United Kingdom is balanced, around 45.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Home Renovations.
The key figures that characterise the Home business profile in United Kingdom.
50.0% are female, 50.0% are male, average age 45.9.
| Metric | Value |
|---|---|
| Female | 50.0% |
| Male | 50.0% |
| Average age | 45.9 |
| Estimated audience size | 3,129,762 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 35% |
of the worldwide Home business audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 11.8% |
| Brazil | 8.1% |
| Italy | 4.1% |
Where the Home business audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Midlands | ~300K | 1.27× | |
| 02 | South West | ~300K | 1.26× | |
| 03 | East of England | ~300K | 1.14× | |
| 04 | Northern Ireland | ~100K | 1.10× | |
| 05 | South East | ~400K | 1.07× | |
| 06 | North West | ~300K | 1.00× | |
| 07 | North East | ~100K | 0.99× | |
| 08 | Wales | ~200K | 0.97× | |
| 09 | Yorkshire and the Humber | ~200K | 0.93× | |
| 10 | Scotland | ~300K | 0.89× | |
| 11 | West Midlands | ~100K | 0.89× | |
| 12 | Greater London | ~300K | 0.79× | |
| 13 | England | ~2M | 0.75× |
The strongest cross-interests of the Home business audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home Renovations | Home & Garden | 8.72× | ||
| 02 | Bedroom furniture | Home & Garden | 5.72× | ||
| 03 | Decoration | Home & Garden | 5.55× | ||
| 04 | Expensive Taste | Business & Career | 4.91× | ||
| 05 | YouTube Music | Internet & Social Media | 4.72× | ||
| 06 | Mortgage calculator | Home & Garden | 4.44× | ||
| 07 | Sky Bet | Games | 4.43× | ||
| 08 | Paddington | Movies & TV | 4.34× | ||
| 09 | NatWest | Business & Career | 4.32× | ||
| 10 | ancestry | Kids & Family | 4.31× | ||
| 11 | Travel Adventures | Travel & Leisure | 4.28× | ||
| 12 | Hobbycraft | Home & Garden | 4.22× | ||
| 13 | Dunelm | Home & Garden | 4.02× | ||
| 14 | Morrisons | Food & Beverages | 3.80× | ||
| 15 | Mecca Bingo | Games | 3.56× | ||
| 16 | Betfred | Games | 3.51× | ||
| 17 | Home construction | Home & Garden | 3.40× | ||
| 18 | Home repair | Home & Garden | 3.38× | ||
| 19 | Cottage | Travel & Leisure | 3.14× | ||
| 20 | Gala Bingo | Games | 3.10× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.78× | |
| Urban Lifestyle | OPEN | 1.46× | |
| Individualism | JOY | 1.37× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.65× | |
| Pet Ownership | JOY | 0.66× | |
| Extroversion | THRILL | 0.73× |
Home business has an estimated audience of 3,129,762 people in United Kingdom, concentrated in England and South East.
50.0% of Home business fans are female, 50.0% are male, with an average age of 45.9 years.
Home business fans show strongest brand affinity for Home Renovations (8.72×), Morrisons (3.8×), and Sky Bet (4.43×) over the country average.
Home business fans in United Kingdom are most concentrated in England (reach ~2M), South East (reach ~400K), and North West (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Home business itself, the audience over-indexes on Morrisons (3.8×), Sky Bet (4.43×), Dunelm (4.02×), and Expensive Taste (4.91×) 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 business. 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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