A data profile of the people who buy, follow and care about House in United Kingdom — modelled from more than twelve digital signal sources. House has an estimated audience of 20,941,978 people in United Kingdom.
The average House fan in United Kingdom is 46.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, Scotland, Yorkshire and the Humber.
Top brand affinities include Kitchen, Hobby, Renovation, with strongest over-indexing on Kitchen (1.65× the country average).
Demographically, the House audience skews more female with an average age of 46.0, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical House fan in United Kingdom is more female, around 46.0 years old, with strong DIY Mentality tendencies and a notable affinity for Kitchen.
The key figures that characterise the House profile in United Kingdom.
62.0% are female, 38.0% are male, average age 46.0.
| Metric | Value |
|---|---|
| Female | 62.0% |
| Male | 38.0% |
| Average age | 46.0 |
| Estimated audience size | 20,941,978 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 36% |
of the worldwide House audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.7% |
| Italy | 5.7% |
| Brazil | 5.0% |
Where the House audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~16M | 1.94× | |
| 02 | Northern Ireland | ~1M | 1.87× | |
| 03 | Wales | ~1.5M | 1.09× | |
| 04 | Scotland | ~2M | 1.03× | |
| 05 | Yorkshire and the Humber | ~1.5M | 0.82× | |
| 06 | West Midlands | ~700K | 0.75× | |
| 07 | North East | ~500K | 0.65× | |
| 08 | South West | ~800K | 0.45× | |
| 09 | South East | ~1M | 0.44× | |
| 10 | East Midlands | ~600K | 0.42× | |
| 11 | East of England | ~700K | 0.37× | |
| 12 | North West | ~600K | 0.27× |
The strongest cross-interests of the House audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | La Roche-Posay | Beauty & Wellness | 3.80× | ||
| 02 | Real property | Home & Garden | 2.49× | ||
| 03 | Refrigerator | Home & Garden | 2.20× | ||
| 04 | Hot tub | Home & Garden | 2.07× | ||
| 05 | Mobile home | Cars & Mobility | 2.05× | ||
| 06 | Wikipedia | Internet & Social Media | 2.03× | ||
| 07 | Esso | Cars & Mobility | 2.02× | ||
| 08 | Renovation | Home & Garden | 1.94× | ||
| 09 | Kitchenware | Home & Garden | 1.90× | ||
| 10 | Hobby | Home & Garden | 1.78× | ||
| 11 | Satire | Literature | 1.77× | ||
| 12 | Internet & Social Media | 1.72× | |||
| 13 | Property finder | Home & Garden | 1.72× | ||
| 14 | Kitchen | Home & Garden | 1.65× | ||
| 15 | Betfair | Games | 1.61× | ||
| 16 | Distilled beverage | Food & Beverages | 1.60× | ||
| 17 | Volunteering | Politics & Society | 1.60× | ||
| 18 | Aldi | Shopping | 1.57× | ||
| 19 | Ryanair | Travel & Leisure | 1.55× | ||
| 20 | William Hill (bookmaker) | Games | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.40× | |
| Quality Awareness | PREMIUM | 1.34× | |
| Design Affinity | PREMIUM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.90× | |
| Spirituality | BALANCE | 0.94× | |
| Early Adopter Mentality | POWER | 0.94× |
House has an estimated audience of 20,941,978 people in United Kingdom, concentrated in England and Scotland.
62.0% of House fans are female, 38.0% are male, with an average age of 46.0 years.
House fans show strongest brand affinity for Kitchen (1.65×), Hobby (1.78×), and Renovation (1.94×) over the country average.
House fans in United Kingdom are most concentrated in England (reach ~16M), Scotland (reach ~2M), and Yorkshire and the Humber (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond House itself, the audience over-indexes on Hobby (1.78×), Renovation (1.94×), Refrigerator (2.2×), and Wikipedia (2.03×) 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 House. 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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