A data profile of the people who buy, follow and care about Liverpool in United Kingdom — modelled from more than twelve digital signal sources. Liverpool has an estimated audience of 7,226,860 people in United Kingdom.
The average Liverpool fan in United Kingdom is 42.8 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Breaking news, Manchester United F.C., Liverpool Echo, with strongest over-indexing on Breaking news (2.3× the country average).
Demographically, the Liverpool audience skews balanced with an average age of 42.8, and over-indexes on personality traits such as Convenience Orientation, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Liverpool fan in United Kingdom is balanced, around 42.8 years old, with strong Convenience Orientation tendencies and a notable affinity for Breaking news.
The key figures that characterise the Liverpool profile in United Kingdom.
54.7% are female, 45.3% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 54.7% |
| Male | 45.3% |
| Average age | 42.8 |
| Estimated audience size | 7,226,860 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 30% |
of the worldwide Liverpool audience comes from United Kingdom.
| Country | Share |
|---|---|
| Mexico | 16.1% |
| United Kingdom | 13.9% |
| United States | 9.3% |
Where the Liverpool audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~500K | 1.55× | |
| 02 | Yorkshire and the Humber | ~900K | 1.51× | |
| 03 | Northern Ireland | ~300K | 1.45× | |
| 04 | England | ~5.5M | 1.16× | |
| 05 | North East | ~300K | 0.98× | |
| 06 | Wales | ~400K | 0.92× | |
| 07 | North West | ~600K | 0.83× | |
| 08 | East Midlands | ~400K | 0.81× | |
| 09 | South West | ~500K | 0.80× | |
| 10 | South East | ~800K | 0.79× | |
| 11 | East of England | ~500K | 0.73× | |
| 12 | Scotland | ~300K | 0.47× |
The strongest cross-interests of the Liverpool audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Liverpool Echo | News | 2.45× | ||
| 02 | Breaking news | Movies & TV | 2.30× | ||
| 03 | Microwave oven | Home & Garden | 2.29× | ||
| 04 | Hot tub | Home & Garden | 2.00× | ||
| 05 | Betfair | Games | 1.96× | ||
| 06 | Wikipedia | Internet & Social Media | 1.94× | ||
| 07 | Trivago | Travel & Leisure | 1.93× | ||
| 08 | Refrigerator | Home & Garden | 1.87× | ||
| 09 | Liverpool F.C. | Sports | 1.85× | ||
| 10 | William Hill (bookmaker) | Games | 1.79× | ||
| 11 | Mobile home | Cars & Mobility | 1.73× | ||
| 12 | EBay | Shopping | 1.72× | ||
| 13 | Manchester City F.C. | Sports | 1.68× | ||
| 14 | Energy | Home & Garden | 1.66× | ||
| 15 | Hobby | Home & Garden | 1.64× | ||
| 16 | Volunteering | Politics & Society | 1.64× | ||
| 17 | Distilled beverage | Food & Beverages | 1.57× | ||
| 18 | Internet & Social Media | 1.57× | |||
| 19 | Manchester United F.C. | Sports | 1.55× | ||
| 20 | Documentary movies | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.24× | |
| Patriotism | CONSERVATISM | 1.15× | |
| Extroversion | THRILL | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.69× | |
| Community Orientation | OPEN | 0.71× | |
| Sustainability | BALANCE | 0.83× |
Liverpool has an estimated audience of 7,226,860 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
54.7% of Liverpool fans are female, 45.3% are male, with an average age of 42.8 years.
Liverpool fans show strongest brand affinity for Breaking news (2.3×), Manchester United F.C. (1.55×), and Liverpool Echo (2.45×) over the country average.
Liverpool fans in United Kingdom are most concentrated in England (reach ~5.5M), Yorkshire and the Humber (reach ~900K), and South East (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Liverpool itself, the audience over-indexes on Manchester United F.C. (1.55×), Liverpool Echo (2.45×), Liverpool F.C. (1.85×), and EBay (1.72×) 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 Liverpool. 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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