A data profile of the people who buy, follow and care about Home Decoration & Design in United Kingdom — modelled from more than twelve digital signal sources. Home Decoration & Design has an estimated audience of 3,058,058 people in United Kingdom.
The average Home Decoration & Design fan in United Kingdom is 37.2 years old, more female, and lives primarily in South East.
The audience is concentrated in South East, East of England, Yorkshire and the Humber.
Top brand affinities include Property finder, Do it yourself (DIY), Houseplant, with strongest over-indexing on Property finder (3.97× the country average).
Demographically, the Home Decoration & Design audience skews more female with an average age of 37.2, and over-indexes on personality traits such as Pet Ownership, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 4 regions tracked by Rascasse.
The typical Home Decoration & Design fan in United Kingdom is more female, around 37.2 years old, with strong Pet Ownership tendencies and a notable affinity for Property finder.
The key figures that characterise the Home Decoration & Design profile in United Kingdom.
68.7% are female, 31.3% are male, average age 37.2.
| Metric | Value |
|---|---|
| Female | 68.7% |
| Male | 31.3% |
| Average age | 37.2 |
| Estimated audience size | 3,058,058 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 28% | |
| 30-39 | 23% | |
| 40-49 | 20% | |
| 50+ | 12% |
of the worldwide Home Decoration & Design audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 19.2% |
| China | 9.6% |
| Germany | 7.2% |
Where the Home Decoration & Design audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~300K | 1.03× | |
| 02 | West Midlands | ~100K | 1.01× | |
| 03 | East of England | ~300K | 0.99× | |
| 04 | South East | ~400K | 0.98× |
The strongest cross-interests of the Home Decoration & Design audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Houseplant | Home & Garden | 4.69× | ||
| 02 | Floral design | Home & Garden | 4.37× | ||
| 03 | Banksy | Arts & Culture | 4.34× | ||
| 04 | Flea market | Home & Garden | 4.21× | ||
| 05 | Handmade | Home & Garden | 4.09× | ||
| 06 | Property finder | Home & Garden | 3.97× | ||
| 07 | Pandora | Fashion & Accessoires | 3.61× | ||
| 08 | Flower bouquet | Home & Garden | 3.08× | ||
| 09 | Livemusic | Music & Radio | 3.07× | ||
| 10 | High-net-worth individual | Business & Career | 2.77× | ||
| 11 | Modern architecture | Arts & Culture | 2.69× | ||
| 12 | Do it yourself (DIY) | Home & Garden | 2.40× | ||
| 13 | Donald Trump | Politics & Society | 2.38× | ||
| 14 | Local food | Food & Beverages | 2.32× | ||
| 15 | Philanthropy | Arts & Culture | 2.23× | ||
| 16 | Contemporary art | Arts & Culture | 2.22× | ||
| 17 | Pet food | Pets & Animals | 2.04× | ||
| 18 | Decorative arts | Arts & Culture | 1.90× | ||
| 19 | IKEA | Home & Garden | 1.69× | ||
| 20 | Superman | Movies & TV | 1.63× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 2.17× | |
| Community Orientation | OPEN | 2.14× | |
| Indulgence | JOY | 1.85× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.87× | |
| Convenience Orientation | PREMIUM | 0.88× | |
| Spirituality | BALANCE | 0.90× |
Home Decoration & Design has an estimated audience of 3,058,058 people in United Kingdom, concentrated in South East and East of England.
68.7% of Home Decoration & Design fans are female, 31.3% are male, with an average age of 37.2 years.
Home Decoration & Design fans show strongest brand affinity for Property finder (3.97×), Do it yourself (DIY) (2.4×), and Houseplant (4.69×) over the country average.
Home Decoration & Design fans in United Kingdom are most concentrated in South East (reach ~400K), East of England (reach ~300K), and Yorkshire and the Humber (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Home Decoration & Design itself, the audience over-indexes on Do it yourself (DIY) (2.4×), Houseplant (4.69×), Donald Trump (2.38×), and Livemusic (3.07×) 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 Decoration & Design. 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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