Knowledge Audience in United Kingdom
Knowledge has an estimated audience of 15,931,116 people in United Kingdom. 59.3% are female, 40.7% are male, average age 44.2. Top regions: England, Scotland, Wales. Top brand affinities: Hobby, Weddings, WhatsApp, Betfair, Distilled beverage.
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 Hobby, Weddings, WhatsApp, with strongest over-indexing on Hobby (1.9× 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 Convenience Orientation, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Business & Career · Type: Topic
Demographics of Knowledge fans
| Metric | Value |
|---|---|
| Female | 59.3% |
| Male | 40.7% |
| Average age | 44.2 |
| Estimated audience size | 15,931,116 |
Audience persona
The typical Knowledge fan in United Kingdom is more female, around 44.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Hobby.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 11,948,338 | 1.86× |
| Scotland | 2,276,702 | 1.59× |
| Wales | 1,700,840 | 1.87× |
| South East | 1,327,602 | 0.62× |
| Yorkshire and the Humber | 1,040,858 | 0.81× |
| Northern Ireland | 837,021 | 1.71× |
| South West | 817,215 | 0.62× |
| East of England | 754,091 | 0.52× |
| West Midlands | 600,477 | 0.88× |
| East Midlands | 579,718 | 0.52× |
| North West | 475,265 | 0.28× |
| North East | 449,843 | 0.73× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Hobby | 1.9× | Home & Garden |
| Weddings | 1.88× | Kids & Family |
| 1.89× | Internet & Social Media | |
| Betfair | 2.34× | Games |
| Distilled beverage | 1.7× | Food & Beverages |
| TUI | 1.72× | Travel & Leisure |
| TripAdvisor | 1.78× | Travel & Leisure |
| William Hill (bookmaker) | 1.66× | Games |
| Refrigerator | 1.94× | Home & Garden |
| DeviantArt | 3.07× | Internet & Social Media |
| Satire | 2.11× | Literature |
| Home business | 3.18× | Business & Career |
| Volunteering | 1.62× | Politics & Society |
| Luxury yacht | 2.38× | Travel & Leisure |
| Expensive Taste | 1.93× | Business & Career |
| Bored Panda | 2.94× | Internet & Social Media |
| Apprenticeship | 2.08× | Business & Career |
| Crossword | 1.94× | Games |
| Ticketmaster | 1.54× | Travel & Leisure |
| Purchase discount | 2.69× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 1.11 |
| Price Sensitivity | PREMIUM | 1.08 |
| Social Media Usage | JOY | 1.06 |
| Mindfulness | BALANCE | 1.04 |
| Luxury Orientation | PREMIUM | 1.04 |
| Healthy Lifestyle | BALANCE | 1.02 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.4% |
| India | 5.1% |
| Brazil | 5.0% |
See Knowledge 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 Knowledge have in United Kingdom?
Knowledge has an estimated audience of 15,931,116 people in United Kingdom, concentrated in England and Scotland.
What is the gender split and age of Knowledge fans?
59.3% of Knowledge fans are female, 40.7% are male, with an average age of 44.2 years.
Which brands do Knowledge fans like most?
Knowledge fans show strongest brand affinity for Hobby (1.9×), Weddings (1.88×), and WhatsApp (1.89×) over the country average.
Where do Knowledge fans live in United Kingdom?
Knowledge fans in United Kingdom are most concentrated in England (reach 11,948,338), Scotland (reach 2,276,702), and Wales (reach 1,700,840). These three regions account for the largest share of the active audience.
What other brands do Knowledge fans also like?
Beyond Knowledge itself, the audience over-indexes on Weddings (1.88×), WhatsApp (1.89×), Betfair (2.34×), and Distilled beverage (1.7×) 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 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.
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.