A data profile of the people who buy, follow and care about Insurance in United Kingdom — modelled from more than twelve digital signal sources. Insurance has an estimated audience of 13,369,365 people in United Kingdom.
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, Scottish Widows, Google Drive, 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 Quality Awareness, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Insurance fan in United Kingdom is balanced, around 45.2 years old, with strong Quality Awareness tendencies and a notable affinity for Personal finance.
The key figures that characterise the Insurance profile in United Kingdom.
51.9% are female, 48.1% are male, average age 45.2.
| Metric | Value |
|---|---|
| Female | 51.9% |
| Male | 48.1% |
| Average age | 45.2 |
| Estimated audience size | 13,369,365 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 35% |
of the worldwide Insurance audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 23.0% |
| Japan | 4.5% |
| United Kingdom | 4.5% |
Where the Insurance audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~2M | 1.50× | |
| 02 | Wales | ~800K | 1.11× | |
| 03 | East Midlands | ~1M | 1.09× | |
| 04 | England | ~10M | 1.07× | |
| 05 | Greater London | ~2M | 1.05× | |
| 06 | East of England | ~1M | 1.01× | |
| 07 | South West | ~1M | 1.00× | |
| 08 | Northern Ireland | ~400K | 0.92× | |
| 09 | Scotland | ~1M | 0.91× | |
| 10 | South East | ~1.5M | 0.89× | |
| 11 | West Midlands | ~500K | 0.86× | |
| 12 | Yorkshire and the Humber | ~900K | 0.84× | |
| 13 | North East | ~400K | 0.77× |
The strongest cross-interests of the Insurance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pension fund | Business & Career | 3.04× | ||
| 02 | Critical illness insurance | Business & Career | 3.01× | ||
| 03 | The Sun News | News | 3.00× | ||
| 04 | WeTransfer | Internet & Social Media | 2.74× | ||
| 05 | Square | Business & Career | 2.62× | ||
| 06 | Aviva | Business & Career | 2.37× | ||
| 07 | Online grocer | Shopping | 2.30× | ||
| 08 | Caravan | Music & Radio | 2.07× | ||
| 09 | David Harbour | Movies & TV | 2.04× | ||
| 10 | Mortgage calculator | Home & Garden | 1.99× | ||
| 11 | J. D. Williams | Shopping | 1.96× | ||
| 12 | Old age | Politics & Society | 1.92× | ||
| 13 | Pension | Business & Career | 1.85× | ||
| 14 | Google Drive | Technology & Electronics | 1.76× | ||
| 15 | Martin Lewis | Movies & TV | 1.73× | ||
| 16 | Personal finance | Business & Career | 1.68× | ||
| 17 | Scottish Widows | Business & Career | 1.65× | ||
| 18 | British Gas | Home & Garden | 1.61× | ||
| 19 | Life insurance | Business & Career | 1.59× | ||
| 20 | OneDrive | Technology & Electronics | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.70× | |
| Family Orientation | CONSERVATISM | 1.42× | |
| Need for Security | CONSERVATISM | 1.35× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.68× | |
| Design Affinity | PREMIUM | 0.77× | |
| Risk Appetite | THRILL | 0.81× |
Insurance has an estimated audience of 13,369,365 people in United Kingdom, concentrated in England and North West.
51.9% of Insurance fans are female, 48.1% are male, with an average age of 45.2 years.
Insurance fans show strongest brand affinity for Personal finance (1.68×), Scottish Widows (1.65×), and Google Drive (1.76×) over the country average.
Insurance fans in United Kingdom are most concentrated in England (reach ~10M), North West (reach ~2M), and Greater London (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Insurance itself, the audience over-indexes on Scottish Widows (1.65×), Google Drive (1.76×), WeTransfer (2.74×), and The Sun News (3×) 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 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.
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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