Insurance Audience in United Kingdom
Insurance has an estimated audience of 13,369,365 people in United Kingdom. 51.9% are female, 48.1% are male, average age 45.2. Top regions: England, North West, Greater London. Top brand affinities: Personal finance, Lloyds Bank, WeTransfer, Google Drive, The Sun News.
The average Insurance fan in United Kingdom is 45.2 years old, balanced, and lives primarily in England. The audience is concentrated in England, North West, Greater London. Top brand affinities include Personal finance, Lloyds Bank, WeTransfer, with strongest over-indexing on Personal finance (1.68× the country average). Demographically, the Insurance audience skews balanced with an average age of 45.2, and over-indexes on personality traits such as Family Orientation, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Business & Career · Type: Topic
Demographics of Insurance fans
| Metric | Value |
|---|---|
| Female | 51.9% |
| Male | 48.1% |
| Average age | 45.2 |
| Estimated audience size | 13,369,365 |
Audience persona
The typical Insurance fan in United Kingdom is balanced, around 45.2 years old, with strong Family Orientation tendencies and a notable affinity for Personal finance.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 10,027,024 | 1.07× |
| North West | 2,147,033 | 1.5× |
| Greater London | 1,823,341 | 1.05× |
| South East | 1,599,726 | 0.89× |
| East of England | 1,227,359 | 1.01× |
| South West | 1,096,788 | 1× |
| Scotland | 1,091,710 | 0.91× |
| East Midlands | 1,030,589 | 1.09× |
| Yorkshire and the Humber | 896,751 | 0.84× |
| Wales | 849,042 | 1.11× |
| West Midlands | 493,196 | 0.86× |
| North East | 398,807 | 0.77× |
| Northern Ireland | 374,734 | 0.91× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Personal finance | 1.68× | Business & Career |
| Lloyds Bank | 1.66× | Business & Career |
| WeTransfer | 2.74× | Internet & Social Media |
| Google Drive | 1.76× | Technology & Electronics |
| The Sun News | 3× | News |
| British Gas | 1.61× | Home & Garden |
| Mortgage calculator | 1.99× | Home & Garden |
| Life insurance | 1.59× | Business & Career |
| Aviva | 2.37× | Business & Career |
| Pension | 1.85× | Business & Career |
| J. D. Williams | 1.96× | Shopping |
| Online grocer | 2.3× | Shopping |
| Martin Lewis | 1.73× | Movies & TV |
| OneDrive | 1.57× | Technology & Electronics |
| Caravan | 2.07× | Music & Radio |
| Critical illness insurance | 3.01× | Business & Career |
| Pension fund | 3.04× | Business & Career |
| Old age | 1.92× | Politics & Society |
| David Harbour | 2.04× | Movies & TV |
| Camping and Caravanning Club | 2.48× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.21 |
| Convenience Orientation | PREMIUM | 1.16 |
| Travelling | THRILL | 1.1 |
| Luxury Orientation | PREMIUM | 1.1 |
| Need for Security | CONSERVATISM | 1.08 |
| Indulgence | JOY | 1.03 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.0% |
| Japan | 4.5% |
| United Kingdom | 4.5% |
See Insurance audiences in other countries
More Business & Career 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 Insurance have in United Kingdom?
Insurance has an estimated audience of 13,369,365 people in United Kingdom, concentrated in England and North West.
What is the gender split and age of Insurance fans?
51.9% of Insurance fans are female, 48.1% are male, with an average age of 45.2 years.
Which brands do Insurance fans like most?
Insurance fans show strongest brand affinity for Personal finance (1.68×), Lloyds Bank (1.66×), and WeTransfer (2.74×) over the country average.
Where do Insurance fans live in United Kingdom?
Insurance fans in United Kingdom are most concentrated in England (reach 10,027,024), North West (reach 2,147,033), and Greater London (reach 1,823,341). These three regions account for the largest share of the active audience.
What other brands do Insurance fans also like?
Beyond Insurance itself, the audience over-indexes on Lloyds Bank (1.66×), WeTransfer (2.74×), Google Drive (1.76×), and The Sun News (3×) 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 Insurance. 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.