A data profile of the people who buy, follow and care about Knowledge in United Kingdom — modelled from more than twelve digital signal sources. Knowledge has an estimated audience of 15,931,116 people in United Kingdom.
The average Knowledge fan in United Kingdom is 44.2 years old, more female, and lives primarily in England.
The audience is concentrated in England, Scotland, Wales.
Top brand affinities include Wikipedia, Hobby, WhatsApp, with strongest over-indexing on Wikipedia (3.38× the country average).
Demographically, the Knowledge audience skews more female with an average age of 44.2, and over-indexes on personality traits such as Patriotism, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Knowledge fan in United Kingdom is more female, around 44.2 years old, with strong Patriotism tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Knowledge profile in United Kingdom.
59.3% are female, 40.7% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 59.3% |
| Male | 40.7% |
| Average age | 44.2 |
| Estimated audience size | 15,931,116 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 31% |
of the worldwide Knowledge audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 22.4% |
| India | 5.1% |
| Brazil | 5.0% |
Where the Knowledge audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~12M | 1.85× | |
| 02 | Wales | ~1.5M | 1.77× | |
| 03 | Northern Ireland | ~800K | 1.57× | |
| 04 | Scotland | ~2M | 1.55× | |
| 05 | West Midlands | ~600K | 0.89× | |
| 06 | Yorkshire and the Humber | ~1M | 0.83× | |
| 07 | North East | ~500K | 0.78× | |
| 08 | South West | ~900K | 0.67× | |
| 09 | South East | ~1.5M | 0.65× | |
| 10 | East Midlands | ~700K | 0.61× | |
| 11 | East of England | ~800K | 0.58× | |
| 12 | North West | ~700K | 0.42× |
The strongest cross-interests of the Knowledge audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 3.38× | ||
| 02 | Adoption | Kids & Family | 2.89× | ||
| 03 | Sketch comedy | Movies & TV | 2.70× | ||
| 04 | Satire | Literature | 2.63× | ||
| 05 | Risk management | Business & Career | 2.61× | ||
| 06 | Esso | Cars & Mobility | 2.45× | ||
| 07 | Betfair | Games | 2.18× | ||
| 08 | Refrigerator | Home & Garden | 2.17× | ||
| 09 | Hobby | Home & Garden | 2.09× | ||
| 10 | Apprenticeship | Business & Career | 2.07× | ||
| 11 | Hot tub | Home & Garden | 2.00× | ||
| 12 | Dentistry | Business & Career | 1.99× | ||
| 13 | William Hill (bookmaker) | Games | 1.96× | ||
| 14 | Internet & Social Media | 1.92× | |||
| 15 | Mobile home | Cars & Mobility | 1.90× | ||
| 16 | Volunteering | Politics & Society | 1.89× | ||
| 17 | Distilled beverage | Food & Beverages | 1.77× | ||
| 18 | Aldi | Shopping | 1.62× | ||
| 19 | Politics | Politics & Society | 1.57× | ||
| 20 | Kitchen | Home & Garden | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.22× | |
| Healthy Lifestyle | BALANCE | 1.19× | |
| Career Orientation | POWER | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.85× | |
| Luxury Orientation | PREMIUM | 0.86× | |
| Price Sensitivity | PREMIUM | 0.89× |
Knowledge has an estimated audience of 15,931,116 people in United Kingdom, concentrated in England and Scotland.
59.3% of Knowledge fans are female, 40.7% are male, with an average age of 44.2 years.
Knowledge fans show strongest brand affinity for Wikipedia (3.38×), Hobby (2.09×), and WhatsApp (1.92×) over the country average.
Knowledge fans in United Kingdom are most concentrated in England (reach ~12M), Scotland (reach ~2M), and Wales (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Knowledge itself, the audience over-indexes on Hobby (2.09×), WhatsApp (1.92×), Kitchen (1.55×), and Satire (2.63×) 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 Knowledge. 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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