Home improvement Audience in United Kingdom
Home improvement has an estimated audience of 22,516,235 people in United Kingdom. 58.9% are female, 41.1% are male, average age 46.2. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: Toolstation, B&Q, Renovation, Wickes, Matalan.
The average Home improvement fan in United Kingdom is 46.2 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, Yorkshire and the Humber. Top brand affinities include Toolstation, B&Q, Renovation, with strongest over-indexing on Toolstation (2.08× the country average). Demographically, the Home improvement audience skews more female with an average age of 46.2, and over-indexes on personality traits such as DIY Mentality, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Home improvement fans
| Metric | Value |
|---|---|
| Female | 58.9% |
| Male | 41.1% |
| Average age | 46.2 |
| Estimated audience size | 22,516,235 |
Audience persona
The typical Home improvement fan in United Kingdom is more female, around 46.2 years old, with strong DIY Mentality tendencies and a notable affinity for Toolstation.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 16,887,176 | 0.91× |
| South East | 2,827,667 | 0.93× |
| Yorkshire and the Humber | 2,502,221 | 1.38× |
| Scotland | 2,369,004 | 1.17× |
| East of England | 1,704,028 | 0.83× |
| South West | 1,451,527 | 0.78× |
| East Midlands | 1,347,452 | 0.85× |
| West Midlands | 1,318,550 | 1.37× |
| North West | 1,196,701 | 0.5× |
| North East | 1,187,504 | 1.36× |
| Wales | 938,003 | 0.73× |
| Northern Ireland | 826,699 | 1.19× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Toolstation | 2.08× | Home & Garden |
| B&Q | 1.87× | Shopping |
| Renovation | 1.96× | Home & Garden |
| Wickes | 2.02× | Home & Garden |
| Matalan | 1.6× | Shopping |
| Screwfix | 1.63× | Home & Garden |
| Home repair | 1.93× | Home & Garden |
| Dunelm | 1.56× | Home & Garden |
| Home Appliances | 1.54× | Home & Garden |
| Home construction | 1.92× | Home & Garden |
| Home décor products | 2.16× | Home & Garden |
| Garden furniture | 1.84× | Home & Garden |
| Landscape design | 1.77× | Business & Career |
| Landscaping | 1.6× | Home & Garden |
| Luxury real estate | 1.95× | Business & Career |
| Home decorating ideas | 1.84× | Home & Garden |
| Patio | 1.85× | Home & Garden |
| Living room | 1.62× | Home & Garden |
| Property finder | 1.6× | Home & Garden |
| Summer house | 2.02× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.54 |
| Luxury Orientation | PREMIUM | 1.35 |
| Design Affinity | PREMIUM | 1.34 |
| Indulgence | JOY | 1.28 |
| Quality Awareness | PREMIUM | 1.28 |
| Price Sensitivity | PREMIUM | 1.26 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
See Home improvement audiences in other countries
More Lifestyle cluster audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Food (36,602,968)
- Clothing (36,166,055)
Frequently asked questions
How many fans does Home improvement have in United Kingdom?
Home improvement has an estimated audience of 22,516,235 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Home improvement fans?
58.9% of Home improvement fans are female, 41.1% are male, with an average age of 46.2 years.
Which brands do Home improvement fans like most?
Home improvement fans show strongest brand affinity for Toolstation (2.08×), B&Q (1.87×), and Renovation (1.96×) over the country average.
Where do Home improvement fans live in United Kingdom?
Home improvement fans in United Kingdom are most concentrated in England (reach 16,887,176), South East (reach 2,827,667), and Yorkshire and the Humber (reach 2,502,221). These three regions account for the largest share of the active audience.
What other brands do Home improvement fans also like?
Beyond Home improvement itself, the audience over-indexes on B&Q (1.87×), Renovation (1.96×), Wickes (2.02×), and Matalan (1.6×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for Home improvement. 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.
About this audience profile
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.