A data profile of the people who buy, follow and care about Home repair in United Kingdom — modelled from more than twelve digital signal sources. Home repair has an estimated audience of 8,783,016 people in United Kingdom.
The average Home repair fan in United Kingdom is 44.6 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Starter home, Ornamental plant, Property finder, with strongest over-indexing on Starter home (4.62× the country average).
Demographically, the Home repair audience skews balanced with an average age of 44.6, and over-indexes on personality traits such as DIY Mentality, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Home repair fan in United Kingdom is balanced, around 44.6 years old, with strong DIY Mentality tendencies and a notable affinity for Starter home.
The key figures that characterise the Home repair profile in United Kingdom.
51.0% are female, 49.0% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 51.0% |
| Male | 49.0% |
| Average age | 44.6 |
| Estimated audience size | 8,783,016 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 34% |
of the worldwide Home repair audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 21.8% |
| Japan | 9.2% |
| China | 5.1% |
Where the Home repair audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~400K | 1.13× | |
| 02 | North East | ~400K | 1.13× | |
| 03 | Wales | ~500K | 1.02× | |
| 04 | South West | ~700K | 1.01× | |
| 05 | Northern Ireland | ~300K | 1.01× | |
| 06 | South East | ~1M | 0.99× | |
| 07 | East of England | ~800K | 0.98× | |
| 08 | Yorkshire and the Humber | ~700K | 0.97× | |
| 09 | England | ~6.5M | 0.96× | |
| 10 | Scotland | ~800K | 0.96× | |
| 11 | East Midlands | ~600K | 0.96× | |
| 12 | North West | ~800K | 0.90× |
The strongest cross-interests of the Home repair audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Starter home | Home & Garden | 4.62× | ||
| 02 | Ornamental plant | Home & Garden | 4.29× | ||
| 03 | Mortgage calculator | Home & Garden | 3.76× | ||
| 04 | Home automation | Technology & Electronics | 3.69× | ||
| 05 | Property finder | Home & Garden | 3.66× | ||
| 06 | First-time home buyer grant | Home & Garden | 3.51× | ||
| 07 | Sustainable energy | Home & Garden | 3.38× | ||
| 08 | Renovation | Home & Garden | 2.69× | ||
| 09 | Home Appliances | Home & Garden | 2.60× | ||
| 10 | IKEA | Home & Garden | 2.22× | ||
| 11 | B&Q | Shopping | 2.17× | ||
| 12 | Energy | Home & Garden | 2.08× | ||
| 13 | EBay | Shopping | 2.08× | ||
| 14 | Breaking news | Movies & TV | 2.08× | ||
| 15 | Zoopla | Business & Career | 1.94× | ||
| 16 | Home improvement | Home & Garden | 1.93× | ||
| 17 | Screwfix | Home & Garden | 1.90× | ||
| 18 | Comedy movies | Movies & TV | 1.56× | ||
| 19 | Rock music | Music & Radio | 1.53× | ||
| 20 | Cooking | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.98× | |
| Family Orientation | CONSERVATISM | 1.85× | |
| Indulgence | JOY | 1.83× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.64× | |
| Spirituality | BALANCE | 0.88× | |
| Community Orientation | OPEN | 0.89× |
Home repair has an estimated audience of 8,783,016 people in United Kingdom, concentrated in England and South East.
51.0% of Home repair fans are female, 49.0% are male, with an average age of 44.6 years.
Home repair fans show strongest brand affinity for Starter home (4.62×), Ornamental plant (4.29×), and Property finder (3.66×) over the country average.
Home repair fans in United Kingdom are most concentrated in England (reach ~6.5M), South East (reach ~1M), and North West (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Home repair itself, the audience over-indexes on Ornamental plant (4.29×), Property finder (3.66×), Renovation (2.69×), and Mortgage calculator (3.76×) 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 repair. 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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