A data profile of the people who buy, follow and care about Household in United Kingdom — modelled from more than twelve digital signal sources. Household has an estimated audience of 11,340,682 people in United Kingdom.
The average Household fan in United Kingdom is 46.6 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 Mobile home, Wikipedia, Refrigerator, with strongest over-indexing on Mobile home (3.82× the country average).
Demographically, the Household audience skews more female with an average age of 46.6, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Household fan in United Kingdom is more female, around 46.6 years old, with strong Convenience Orientation tendencies and a notable affinity for Mobile home.
The key figures that characterise the Household profile in United Kingdom.
65.9% are female, 34.1% are male, average age 46.6.
| Metric | Value |
|---|---|
| Female | 65.9% |
| Male | 34.1% |
| Average age | 46.6 |
| Estimated audience size | 11,340,682 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 14% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 38% |
of the worldwide Household audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 24.9% |
| United Kingdom | 5.9% |
| Brazil | 4.7% |
Where the Household audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~700K | 1.52× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.42× | |
| 03 | England | ~8.5M | 1.15× | |
| 04 | Wales | ~700K | 1.05× | |
| 05 | North East | ~400K | 1.01× | |
| 06 | Northern Ireland | ~300K | 0.95× | |
| 07 | South East | ~1.5M | 0.93× | |
| 08 | Scotland | ~900K | 0.90× | |
| 09 | South West | ~800K | 0.90× | |
| 10 | East Midlands | ~700K | 0.90× | |
| 11 | East of England | ~900K | 0.88× | |
| 12 | North West | ~900K | 0.71× |
The strongest cross-interests of the Household audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Floral design | Home & Garden | 4.49× | ||
| 02 | Mobile home | Cars & Mobility | 3.82× | ||
| 03 | Adoption | Kids & Family | 3.34× | ||
| 04 | Hypermarket | Shopping | 3.28× | ||
| 05 | Wikipedia | Internet & Social Media | 3.14× | ||
| 06 | Refrigerator | Home & Garden | 3.13× | ||
| 07 | Esso | Cars & Mobility | 3.05× | ||
| 08 | Risk management | Business & Career | 2.87× | ||
| 09 | Hot tub | Home & Garden | 2.80× | ||
| 10 | Hobby | Home & Garden | 2.20× | ||
| 11 | Home Appliances | Home & Garden | 2.11× | ||
| 12 | Aldi | Shopping | 1.98× | ||
| 13 | Kitchen | Home & Garden | 1.97× | ||
| 14 | Volunteering | Politics & Society | 1.97× | ||
| 15 | Discount stores | Shopping | 1.89× | ||
| 16 | Internet & Social Media | 1.86× | |||
| 17 | IKEA | Home & Garden | 1.85× | ||
| 18 | Distilled beverage | Food & Beverages | 1.76× | ||
| 19 | Lidl | Shopping | 1.72× | ||
| 20 | Weddings | Kids & Family | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.78× | |
| Quality Awareness | PREMIUM | 1.67× | |
| Family Orientation | CONSERVATISM | 1.51× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.77× | |
| Pet Ownership | JOY | 0.87× | |
| Spirituality | BALANCE | 0.91× |
Household has an estimated audience of 11,340,682 people in United Kingdom, concentrated in England and South East.
65.9% of Household fans are female, 34.1% are male, with an average age of 46.6 years.
Household fans show strongest brand affinity for Mobile home (3.82×), Wikipedia (3.14×), and Refrigerator (3.13×) over the country average.
Household fans in United Kingdom are most concentrated in England (reach ~8.5M), South East (reach ~1.5M), and Yorkshire and the Humber (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Household itself, the audience over-indexes on Wikipedia (3.14×), Refrigerator (3.13×), Hobby (2.2×), and Kitchen (1.97×) 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 Household. 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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