A data profile of the people who buy, follow and care about Homebase in United Kingdom — modelled from more than twelve digital signal sources. Homebase has an estimated audience of 3,180,648 people in United Kingdom.
The average Homebase fan in United Kingdom is 45.6 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Screwfix, B&Q, Toolstation, with strongest over-indexing on Screwfix (3.18× the country average).
Demographically, the Homebase audience skews more female with an average age of 45.6, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Homebase fan in United Kingdom is more female, around 45.6 years old, with strong Quality Awareness tendencies and a notable affinity for Screwfix.
The key figures that characterise the Homebase profile in United Kingdom.
71.4% are female, 28.6% are male, average age 45.6.
| Metric | Value |
|---|---|
| Female | 71.4% |
| Male | 28.6% |
| Average age | 45.6 |
| Estimated audience size | 3,180,648 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 26% | |
| 50+ | 33% |
of the worldwide Homebase audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 58.4% |
| United States | 23.7% |
| Canada | 2.4% |
Where the Homebase audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~2.5M | 2.33× | |
| 02 | West Midlands | ~200K | 1.62× | |
| 03 | South East | ~600K | 1.42× | |
| 04 | North East | ~200K | 1.19× | |
| 05 | East of England | ~300K | 1.10× | |
| 06 | Yorkshire and the Humber | ~300K | 1.00× | |
| 07 | Northern Ireland | ~90K | 0.89× | |
| 08 | East Midlands | ~200K | 0.83× | |
| 09 | South West | ~200K | 0.58× | |
| 10 | Scotland | ~100K | 0.45× | |
| 11 | Wales | ~70K | 0.35× | |
| 12 | North West | ~100K | 0.29× |
The strongest cross-interests of the Homebase audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wickes | Home & Garden | 3.63× | ||
| 02 | Screwfix | Home & Garden | 3.18× | ||
| 03 | B&Q | Shopping | 3.10× | ||
| 04 | Toolstation | Home & Garden | 2.61× | ||
| 05 | Home Bargains | Shopping | 1.97× | ||
| 06 | Sink | Home & Garden | 1.96× | ||
| 07 | Garden furniture | Home & Garden | 1.89× | ||
| 08 | Window | Home & Garden | 1.85× | ||
| 09 | Couch | Home & Garden | 1.81× | ||
| 10 | Moonpig | Home & Garden | 1.80× | ||
| 11 | Halfords | Cars & Mobility | 1.79× | ||
| 12 | Very (online retailer) | Website / Newspaper / Magazine | 1.72× | ||
| 13 | Matalan | Shopping | 1.71× | ||
| 14 | British Gas | Home & Garden | 1.70× | ||
| 15 | Argos (retailer) | Shopping | 1.68× | ||
| 16 | IKEA | Home & Garden | 1.65× | ||
| 17 | New Look | Fashion & Accessoires | 1.60× | ||
| 18 | John Lewis (department store) | Shopping | 1.56× | ||
| 19 | Zoopla | Business & Career | 1.56× | ||
| 20 | Renovation | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.43× | |
| DIY Mentality | THRILL | 1.31× | |
| Design Affinity | PREMIUM | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.91× | |
| Early Adopter Mentality | POWER | 0.91× | |
| Mindfulness | BALANCE | 0.94× |
Homebase's target market in United Kingdom covers an estimated 3,180,648 people, concentrated in England and South East.
71.4% of the Homebase audience are female, 28.6% are male, with an average age of 45.6 years.
Homebase fans show strongest brand affinity for Screwfix (3.18×), B&Q (3.1×), and Toolstation (2.61×) over the country average.
Homebase fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~600K), and East of England (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Homebase itself, the audience over-indexes on B&Q (3.1×), Toolstation (2.61×), Home Bargains (1.97×), and Very (online retailer) (1.72×) 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 Homebase. 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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