A data profile of the people who buy, follow and care about Humour in United Kingdom — modelled from more than twelve digital signal sources. Humour has an estimated audience of 17,275,268 people in United Kingdom.
The average Humour fan in United Kingdom is 41.6 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Wikipedia, Hobby, William Hill (bookmaker), with strongest over-indexing on Wikipedia (3.34× the country average).
Demographically, the Humour audience skews balanced with an average age of 41.6, and over-indexes on personality traits such as Patriotism, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Humour fan in United Kingdom is balanced, around 41.6 years old, with strong Patriotism tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Humour profile in United Kingdom.
54.1% are female, 45.9% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 54.1% |
| Male | 45.9% |
| Average age | 41.6 |
| Estimated audience size | 17,275,268 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 19% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 27% |
of the worldwide Humour audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 22.5% |
| Brazil | 6.4% |
| India | 4.5% |
Where the Humour audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~1M | 1.36× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.25× | |
| 03 | South East | ~2.5M | 1.10× | |
| 04 | Northern Ireland | ~600K | 1.10× | |
| 05 | North East | ~700K | 1.08× | |
| 06 | Scotland | ~1.5M | 0.98× | |
| 07 | England | ~13M | 0.95× | |
| 08 | Wales | ~900K | 0.95× | |
| 09 | South West | ~1.5M | 0.94× | |
| 10 | East Midlands | ~1M | 0.89× | |
| 11 | East of England | ~1.5M | 0.85× | |
| 12 | North West | ~1M | 0.64× |
The strongest cross-interests of the Humour audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sketch comedy | Movies & TV | 3.40× | ||
| 02 | Wikipedia | Internet & Social Media | 3.34× | ||
| 03 | Satire | Literature | 3.04× | ||
| 04 | Margot Robbie | Movies & TV | 3.01× | ||
| 05 | Adoption | Kids & Family | 2.92× | ||
| 06 | Betfair | Games | 2.43× | ||
| 07 | Esso | Cars & Mobility | 2.37× | ||
| 08 | William Hill (bookmaker) | Games | 2.32× | ||
| 09 | Fish and chips | Food & Beverages | 2.19× | ||
| 10 | Risk management | Business & Career | 2.13× | ||
| 11 | Hobby | Home & Garden | 2.12× | ||
| 12 | Movie theater | Movies & TV | 2.09× | ||
| 13 | Refrigerator | Home & Garden | 1.90× | ||
| 14 | Hot tub | Home & Garden | 1.89× | ||
| 15 | Distilled beverage | Food & Beverages | 1.84× | ||
| 16 | Internet & Social Media | 1.82× | |||
| 17 | Aldi | Shopping | 1.58× | ||
| 18 | Rugby union | Sports | 1.58× | ||
| 19 | Volunteering | Politics & Society | 1.55× | ||
| 20 | Viral video | Internet & Social Media | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.24× | |
| Social Media Usage | JOY | 1.14× | |
| Spirituality | BALANCE | 1.12× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.76× | |
| Design Affinity | PREMIUM | 0.78× | |
| Indulgence | JOY | 0.85× |
Humour has an estimated audience of 17,275,268 people in United Kingdom, concentrated in England and South East.
54.1% of Humour fans are female, 45.9% are male, with an average age of 41.6 years.
Humour fans show strongest brand affinity for Wikipedia (3.34×), Hobby (2.12×), and William Hill (bookmaker) (2.32×) over the country average.
Humour fans in United Kingdom are most concentrated in England (reach ~13M), South East (reach ~2.5M), and Yorkshire and the Humber (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Humour itself, the audience over-indexes on Hobby (2.12×), William Hill (bookmaker) (2.32×), Satire (3.04×), and Betfair (2.43×) 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 Humour. 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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