A data profile of the people who buy, follow and care about Home décor products in United Kingdom — modelled from more than twelve digital signal sources. Home décor products has an estimated audience of 5,531,442 people in United Kingdom.
The average Home décor products fan in United Kingdom is 40.7 years old, more female, and lives primarily in South East.
The audience is concentrated in South East, East of England, South West.
Top brand affinities include Do it yourself (DIY), Etsy, Renovation, with strongest over-indexing on Do it yourself (DIY) (3.52× the country average).
Demographically, the Home décor products audience skews more female with an average age of 40.7, and over-indexes on personality traits such as Design Affinity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 7 regions tracked by Rascasse.
The typical Home décor products fan in United Kingdom is more female, around 40.7 years old, with strong Design Affinity tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Home décor products profile in United Kingdom.
72.4% are female, 27.6% are male, average age 40.7.
| Metric | Value |
|---|---|
| Female | 72.4% |
| Male | 27.6% |
| Average age | 40.7 |
| Estimated audience size | 5,531,442 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 23% | |
| 30-39 | 22% | |
| 40-49 | 23% | |
| 50+ | 20% |
of the worldwide Home décor products audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.7% |
| China | 6.5% |
| United Kingdom | 5.2% |
Where the Home décor products audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South West | ~500K | 1.04× | |
| 02 | North East | ~200K | 1.04× | |
| 03 | East Midlands | ~400K | 1.03× | |
| 04 | East of England | ~500K | 0.98× | |
| 05 | Yorkshire and the Humber | ~400K | 0.98× | |
| 06 | West Midlands | ~200K | 0.96× | |
| 07 | South East | ~700K | 0.94× |
The strongest cross-interests of the Home décor products audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Etsy | Fashion & Accessoires | 3.79× | ||
| 02 | Luxury real estate | Business & Career | 3.61× | ||
| 03 | Do it yourself (DIY) | Home & Garden | 3.52× | ||
| 04 | Property finder | Home & Garden | 3.24× | ||
| 05 | Natural skin care | Beauty & Wellness | 3.24× | ||
| 06 | Renovation | Home & Garden | 3.04× | ||
| 07 | Sephora | Shopping | 2.99× | ||
| 08 | Local food | Food & Beverages | 2.86× | ||
| 09 | Pet store | Pets & Animals | 2.63× | ||
| 10 | First-time buyer | Shopping | 2.61× | ||
| 11 | Art exhibition | Arts & Culture | 2.60× | ||
| 12 | Contemporary art | Arts & Culture | 2.53× | ||
| 13 | Department store | Shopping | 2.46× | ||
| 14 | Ocado | Shopping | 2.34× | ||
| 15 | Fine art | Business & Career | 2.22× | ||
| 16 | Home improvement | Home & Garden | 2.16× | ||
| 17 | Personal care | Health | 2.16× | ||
| 18 | Real estate | Business & Career | 2.13× | ||
| 19 | Primark | Shopping | 1.87× | ||
| 20 | Crafts | Home & Garden | 1.75× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.83× | |
| DIY Mentality | THRILL | 2.67× | |
| Indulgence | JOY | 2.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.80× | |
| Need for Security | CONSERVATISM | 0.94× | |
| Patriotism | CONSERVATISM | 0.97× |
Home décor products has an estimated audience of 5,531,442 people in United Kingdom, concentrated in South East and East of England.
72.4% of Home décor products fans are female, 27.6% are male, with an average age of 40.7 years.
Home décor products fans show strongest brand affinity for Do it yourself (DIY) (3.52×), Etsy (3.79×), and Renovation (3.04×) over the country average.
Home décor products fans in United Kingdom are most concentrated in South East (reach ~700K), East of England (reach ~500K), and South West (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Home décor products itself, the audience over-indexes on Etsy (3.79×), Renovation (3.04×), Home improvement (2.16×), and Local food (2.86×) 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 décor products. 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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