A data profile of the people who buy, follow and care about Individual in United Kingdom — modelled from more than twelve digital signal sources. Individual has an estimated audience of 11,866,923 people in United Kingdom.
The average Individual fan in United Kingdom is 46.4 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 Wikipedia, Mobile home, Esso, with strongest over-indexing on Wikipedia (6.69× the country average).
Demographically, the Individual audience skews more female with an average age of 46.4, and over-indexes on personality traits such as Patriotism, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Individual fan in United Kingdom is more female, around 46.4 years old, with strong Patriotism tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Individual profile in United Kingdom.
61.7% are female, 38.3% are male, average age 46.4.
| Metric | Value |
|---|---|
| Female | 61.7% |
| Male | 38.3% |
| Average age | 46.4 |
| Estimated audience size | 11,866,923 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 14% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 37% |
of the worldwide Individual audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 29.5% |
| United Kingdom | 7.1% |
| India | 4.4% |
Where the Individual audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~800K | 1.50× | |
| 02 | Yorkshire and the Humber | ~1M | 1.26× | |
| 03 | North East | ~500K | 1.09× | |
| 04 | Northern Ireland | ~400K | 1.09× | |
| 05 | Wales | ~700K | 1.04× | |
| 06 | South East | ~1.5M | 1.02× | |
| 07 | England | ~9M | 0.98× | |
| 08 | East Midlands | ~800K | 0.90× | |
| 09 | East of England | ~1M | 0.88× | |
| 10 | South West | ~900K | 0.88× | |
| 11 | Scotland | ~900K | 0.87× | |
| 12 | North West | ~700K | 0.57× |
The strongest cross-interests of the Individual audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 6.69× | ||
| 02 | Mobile home | Cars & Mobility | 4.45× | ||
| 03 | Political science | Business & Career | 4.44× | ||
| 04 | Sketch comedy | Movies & TV | 4.07× | ||
| 05 | Risk management | Business & Career | 4.02× | ||
| 06 | Adoption | Kids & Family | 4.01× | ||
| 07 | War film | Movies & TV | 3.63× | ||
| 08 | Esso | Cars & Mobility | 3.56× | ||
| 09 | Satire | Literature | 3.15× | ||
| 10 | Forestry | Home & Garden | 3.02× | ||
| 11 | Refrigerator | Home & Garden | 2.85× | ||
| 12 | Fish and chips | Food & Beverages | 2.85× | ||
| 13 | Hot tub | Home & Garden | 2.43× | ||
| 14 | Hobby | Home & Garden | 2.33× | ||
| 15 | Betfair | Games | 2.16× | ||
| 16 | William Hill (bookmaker) | Games | 1.99× | ||
| 17 | Internet & Social Media | 1.80× | |||
| 18 | Politics | Politics & Society | 1.79× | ||
| 19 | Distilled beverage | Food & Beverages | 1.62× | ||
| 20 | Aldi | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.46× | |
| Convenience Orientation | PREMIUM | 1.39× | |
| Individualism | JOY | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.83× | |
| Creativity | OPEN | 0.88× | |
| Indulgence | JOY | 0.90× |
Individual has an estimated audience of 11,866,923 people in United Kingdom, concentrated in England and South East.
61.7% of Individual fans are female, 38.3% are male, with an average age of 46.4 years.
Individual fans show strongest brand affinity for Wikipedia (6.69×), Mobile home (4.45×), and Esso (3.56×) over the country average.
Individual fans in United Kingdom are most concentrated in England (reach ~9M), South East (reach ~1.5M), and Yorkshire and the Humber (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Individual itself, the audience over-indexes on Mobile home (4.45×), Esso (3.56×), Hobby (2.33×), and Risk management (4.02×) 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 Individual. 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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