A data profile of the people who buy, follow and care about Infant in United Kingdom — modelled from more than twelve digital signal sources. Infant has an estimated audience of 16,008,399 people in United Kingdom.
The average Infant fan in United Kingdom is 43.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Wales.
Top brand affinities include Hobby, Kitchen, Aldi, with strongest over-indexing on Hobby (2.13× the country average).
Demographically, the Infant audience skews more female with an average age of 43.0, and over-indexes on personality traits such as Healthy Lifestyle, Extroversion.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Infant fan in United Kingdom is more female, around 43.0 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Hobby.
The key figures that characterise the Infant profile in United Kingdom.
74.9% are female, 25.1% are male, average age 43.0.
| Metric | Value |
|---|---|
| Female | 74.9% |
| Male | 25.1% |
| Average age | 43.0 |
| Estimated audience size | 16,008,399 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 20% | |
| 30-39 | 22% | |
| 40-49 | 21% | |
| 50+ | 28% |
of the worldwide Infant audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.1% |
| Brazil | 4.9% |
| Italy | 4.5% |
Where the Infant audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Wales | ~2M | 1.97× | |
| 02 | West Midlands | ~1M | 1.51× | |
| 03 | Yorkshire and the Humber | ~1.5M | 1.34× | |
| 04 | South East | ~2.5M | 1.07× | |
| 05 | North East | ~700K | 1.05× | |
| 06 | East Midlands | ~1M | 0.92× | |
| 07 | South West | ~1M | 0.86× | |
| 08 | Northern Ireland | ~400K | 0.83× | |
| 09 | East of England | ~1M | 0.78× | |
| 10 | Scotland | ~1M | 0.69× | |
| 11 | North West | ~1M | 0.60× | |
| 12 | England | ~8M | 0.54× |
The strongest cross-interests of the Infant audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Adoption | Kids & Family | 3.48× | ||
| 02 | Pierce Brosnan | Movies & TV | 2.60× | ||
| 03 | Mother's Day | Kids & Family | 2.49× | ||
| 04 | Hot tub | Home & Garden | 2.33× | ||
| 05 | Wikipedia | Internet & Social Media | 2.21× | ||
| 06 | Fish and chips | Food & Beverages | 2.21× | ||
| 07 | Sketch comedy | Movies & TV | 2.21× | ||
| 08 | Volunteering | Politics & Society | 2.20× | ||
| 09 | Refrigerator | Home & Garden | 2.18× | ||
| 10 | Hobby | Home & Garden | 2.13× | ||
| 11 | Esso | Cars & Mobility | 2.08× | ||
| 12 | Satire | Literature | 2.05× | ||
| 13 | Dentistry | Business & Career | 1.96× | ||
| 14 | Aldi | Shopping | 1.88× | ||
| 15 | Internet & Social Media | 1.88× | |||
| 16 | Distilled beverage | Food & Beverages | 1.87× | ||
| 17 | Mobile home | Cars & Mobility | 1.82× | ||
| 18 | Kitchen | Home & Garden | 1.81× | ||
| 19 | William Hill (bookmaker) | Games | 1.72× | ||
| 20 | Weddings | Kids & Family | 1.64× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.24× | |
| Extroversion | THRILL | 1.23× | |
| Creativity | OPEN | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.90× | |
| Pet Ownership | JOY | 0.90× | |
| Luxury Orientation | PREMIUM | 0.90× |
Infant has an estimated audience of 16,008,399 people in United Kingdom, concentrated in England and South East.
74.9% of Infant fans are female, 25.1% are male, with an average age of 43.0 years.
Infant fans show strongest brand affinity for Hobby (2.13×), Kitchen (1.81×), and Aldi (1.88×) over the country average.
Infant fans in United Kingdom are most concentrated in England (reach ~8M), South East (reach ~2.5M), and Wales (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Infant itself, the audience over-indexes on Kitchen (1.81×), Aldi (1.88×), Volunteering (2.2×), and Distilled beverage (1.87×) 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 Infant. 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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