Household Audience in United Kingdom
Household has an estimated audience of 11,340,682 people in United Kingdom. 65.9% are female, 34.1% are male, average age 46.6. Top regions: England, Yorkshire and the Humber, South East. Top brand affinities: Home Appliances, Real property, Mobile home, Weddings, IKEA.
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, Yorkshire and the Humber, South East. Top brand affinities include Home Appliances, Real property, Mobile home, with strongest over-indexing on Home Appliances (2.29× 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, Family 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
Demographics of Household fans
| Metric | Value |
|---|---|
| Female | 65.9% |
| Male | 34.1% |
| Average age | 46.6 |
| Estimated audience size | 11,340,682 |
Audience persona
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 Home Appliances.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 8,505,512 | 1.15× |
| Yorkshire and the Humber | 1,391,675 | 1.53× |
| South East | 1,374,370 | 0.9× |
| Scotland | 885,068 | 0.87× |
| East of England | 842,222 | 0.81× |
| West Midlands | 783,928 | 1.61× |
| South West | 774,380 | 0.83× |
| Wales | 698,277 | 1.08× |
| East Midlands | 645,547 | 0.81× |
| North West | 583,136 | 0.48× |
| North East | 451,953 | 1.02× |
| Northern Ireland | 315,488 | 0.9× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Home Appliances | 2.29× | Home & Garden |
| Real property | 3.4× | Home & Garden |
| Mobile home | 3× | Cars & Mobility |
| Weddings | 1.83× | Kids & Family |
| IKEA | 1.83× | Home & Garden |
| Refrigerator | 2.37× | Home & Garden |
| Lidl | 1.83× | Shopping |
| Hobby | 1.69× | Home & Garden |
| Garden centre | 2.47× | Home & Garden |
| B&Q | 1.66× | Shopping |
| Aldi | 1.52× | Shopping |
| Discount stores | 1.82× | Shopping |
| Home Bargains | 1.61× | Shopping |
| TUI | 1.66× | Travel & Leisure |
| La Roche-Posay | 4.94× | Beauty & Wellness |
| Household goods | 2.35× | Home & Garden |
| Renovation | 1.66× | Home & Garden |
| Kitchenware | 2.19× | Home & Garden |
| Zoopla | 1.55× | Business & Career |
| Shopping malls | 1.63× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 1.66 |
| Family Orientation | CONSERVATISM | 1.57 |
| DIY Mentality | THRILL | 1.34 |
| Quality Awareness | PREMIUM | 1.28 |
| Creativity | OPEN | 1.24 |
| Individualism | JOY | 1.21 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 24.9% |
| United Kingdom | 5.9% |
| Brazil | 4.7% |
See Household audiences in other countries
More Home & Garden audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Music (37,354,190)
- Food (36,602,968)
Frequently asked questions
How many fans does Household have in United Kingdom?
Household has an estimated audience of 11,340,682 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
What is the gender split and age of Household fans?
65.9% of Household fans are female, 34.1% are male, with an average age of 46.6 years.
Which brands do Household fans like most?
Household fans show strongest brand affinity for Home Appliances (2.29×), Real property (3.4×), and Mobile home (3×) over the country average.
Where do Household fans live in United Kingdom?
Household fans in United Kingdom are most concentrated in England (reach 8,505,512), Yorkshire and the Humber (reach 1,391,675), and South East (reach 1,374,370). These three regions account for the largest share of the active audience.
What other brands do Household fans also like?
Beyond Household itself, the audience over-indexes on Real property (3.4×), Mobile home (3×), Weddings (1.83×), and IKEA (1.83×) 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 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.
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.