A data profile of the people who buy, follow and care about Kindle Store in United Kingdom — modelled from more than twelve digital signal sources. Kindle Store has an estimated audience of 3,265,860 people in United Kingdom.
The average Kindle Store fan in United Kingdom is 47.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Scotland.
Top brand affinities include Amazon Kindle, Crime fiction, Waterstones, with strongest over-indexing on Amazon Kindle (9× the country average).
Demographically, the Kindle Store audience skews more female with an average age of 47.9, and over-indexes on personality traits such as Family Orientation, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Kindle Store fan in United Kingdom is more female, around 47.9 years old, with strong Family Orientation tendencies and a notable affinity for Amazon Kindle.
The key figures that characterise the Kindle Store profile in United Kingdom.
70.2% are female, 29.8% are male, average age 47.9.
| Metric | Value |
|---|---|
| Female | 70.2% |
| Male | 29.8% |
| Average age | 47.9 |
| Estimated audience size | 3,265,860 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 11% | |
| 30-39 | 13% | |
| 40-49 | 19% | |
| 50+ | 49% |
Where the Kindle Store audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North East | ~200K | 1.46× | |
| 02 | Scotland | ~400K | 1.26× | |
| 03 | Yorkshire and the Humber | ~300K | 1.21× | |
| 04 | West Midlands | ~200K | 1.17× | |
| 05 | South East | ~500K | 1.03× | |
| 06 | Wales | ~200K | 1.01× | |
| 07 | Northern Ireland | ~90K | 0.94× | |
| 08 | South West | ~200K | 0.89× | |
| 09 | East Midlands | ~200K | 0.87× | |
| 10 | England | ~2.5M | 0.79× | |
| 11 | East of England | ~200K | 0.77× | |
| 12 | North West | ~200K | 0.64× |
The strongest cross-interests of the Kindle Store audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Amazon Kindle | Literature | 9.00× | ||
| 02 | Crime fiction | Literature | 5.41× | ||
| 03 | Public library | Literature | 4.98× | ||
| 04 | Bestseller | Literature | 4.81× | ||
| 05 | Air purifier | Home & Garden | 4.35× | ||
| 06 | Audiobook | Literature | 3.48× | ||
| 07 | Psychological thriller | Literature | 3.33× | ||
| 08 | Romance novels | Literature | 3.10× | ||
| 09 | Waterstones | Literature | 2.51× | ||
| 10 | Tradition | Politics & Society | 2.13× | ||
| 11 | First class travel | Travel & Leisure | 2.12× | ||
| 12 | Drama movies | Movies & TV | 1.98× | ||
| 13 | Lidl | Shopping | 1.85× | ||
| 14 | IKEA | Home & Garden | 1.82× | ||
| 15 | Home Appliances | Home & Garden | 1.79× | ||
| 16 | Breaking news | Movies & TV | 1.75× | ||
| 17 | Politics | Politics & Society | 1.71× | ||
| 18 | Health care | Business & Career | 1.67× | ||
| 19 | Charitable organization | Politics & Society | 1.65× | ||
| 20 | Harry Potter | Movies & TV | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.68× | |
| Tradition | CONSERVATISM | 1.62× | |
| Patriotism | CONSERVATISM | 1.50× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.67× | |
| Early Adopter Mentality | POWER | 0.80× | |
| Design Affinity | PREMIUM | 0.81× |
Kindle Store has an estimated audience of 3,265,860 people in United Kingdom, concentrated in England and South East.
70.2% of Kindle Store fans are female, 29.8% are male, with an average age of 47.9 years.
Kindle Store fans show strongest brand affinity for Amazon Kindle (9×), Crime fiction (5.41×), and Waterstones (2.51×) over the country average.
Kindle Store fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~500K), and Scotland (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Kindle Store itself, the audience over-indexes on Crime fiction (5.41×), Waterstones (2.51×), Bestseller (4.81×), and Romance novels (3.1×) 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 Kindle Store. 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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