A data profile of the people who buy, follow and care about Kayak in United Kingdom — modelled from more than twelve digital signal sources. Kayak has an estimated audience of 2,938,077 people in United Kingdom.
The average Kayak fan in United Kingdom is 45.1 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Golden Earring, Pferd, Horse breeding, with strongest over-indexing on Golden Earring (9.4× the country average).
Demographically, the Kayak audience skews balanced with an average age of 45.1, and over-indexes on personality traits such as Risk Appetite, Pet Ownership.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Kayak fan in United Kingdom is balanced, around 45.1 years old, with strong Risk Appetite tendencies and a notable affinity for Golden Earring.
The key figures that characterise the Kayak profile in United Kingdom.
47.9% are female, 52.1% are male, average age 45.1.
| Metric | Value |
|---|---|
| Female | 47.9% |
| Male | 52.1% |
| Average age | 45.1 |
| Estimated audience size | 2,938,077 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 27% | |
| 50+ | 32% |
of the worldwide Kayak audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 36.6% |
| France | 12.7% |
| United Kingdom | 5.8% |
Where the Kayak audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~2M | 2.02× | |
| 02 | Greater London | ~500K | 1.42× | |
| 03 | North West | ~300K | 1.11× | |
| 04 | South East | ~400K | 1.04× | |
| 05 | Scotland | ~300K | 0.98× | |
| 06 | East of England | ~300K | 0.97× | |
| 07 | South West | ~200K | 0.93× | |
| 08 | Wales | ~100K | 0.90× | |
| 09 | Northern Ireland | ~70K | 0.82× | |
| 10 | East Midlands | ~200K | 0.78× | |
| 11 | West Midlands | ~70K | 0.58× | |
| 12 | Yorkshire and the Humber | ~100K | 0.56× | |
| 13 | North East | ~60K | 0.56× |
The strongest cross-interests of the Kayak audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pferd | Pets & Animals | 15.90× | ||
| 02 | Golden Earring | Music & Radio | 9.40× | ||
| 03 | Classical dressage | Sports | 6.73× | ||
| 04 | Largemouth bass | Food & Beverages | 5.31× | ||
| 05 | Saddle | Sports | 4.96× | ||
| 06 | American Quarter Horse | Pets & Animals | 4.88× | ||
| 07 | Equine nutrition | Pets & Animals | 4.21× | ||
| 08 | Paddleboarding | Sports | 4.04× | ||
| 09 | Horse breeding | Pets & Animals | 3.83× | ||
| 10 | Siberian Husky | Pets & Animals | 3.63× | ||
| 11 | Horse & Rider | Pets & Animals | 3.62× | ||
| 12 | Horse training | Pets & Animals | 3.56× | ||
| 13 | Adventure park | Kids & Family | 3.56× | ||
| 14 | Equus (genus) | Pets & Animals | 3.52× | ||
| 15 | Seven Sisters | Music & Radio | 3.25× | ||
| 16 | RV park | Cars & Mobility | 3.00× | ||
| 17 | National park | Travel & Leisure | 2.76× | ||
| 18 | Horse of the Year Show | Sports | 2.63× | ||
| 19 | TUI | Travel & Leisure | 1.73× | ||
| 20 | Birds | Pets & Animals | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.42× | |
| Pet Ownership | JOY | 1.26× | |
| Travelling | THRILL | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.90× | |
| Spirituality | BALANCE | 0.98× | |
| Social Media Usage | JOY | 1.00× |
Kayak's target market in United Kingdom covers an estimated 2,938,077 people, concentrated in England and Greater London.
47.9% of the Kayak audience are female, 52.1% are male, with an average age of 45.1 years.
Kayak fans show strongest brand affinity for Golden Earring (9.4×), Pferd (15.9×), and Horse breeding (3.83×) over the country average.
Kayak fans in United Kingdom are most concentrated in England (reach ~2M), Greater London (reach ~500K), and South East (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Kayak itself, the audience over-indexes on Pferd (15.9×), Horse breeding (3.83×), Horse training (3.56×), and Siberian Husky (3.63×) 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 Kayak. 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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