A data profile of the people who buy, follow and care about London in United Kingdom — modelled from more than twelve digital signal sources. London has an estimated audience of 30,572,344 people in United Kingdom.
The average London fan in United Kingdom is 44.1 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Lindsay Davenport, Apache Cassandra, with strongest over-indexing on Lindsay Davenport (1.53× the country average).
Demographically, the London audience skews more female with an average age of 44.1, and over-indexes on personality traits such as Creativity, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 2 brand affinities and 12 regions tracked by Rascasse.
The typical London fan in United Kingdom is more female, around 44.1 years old, with strong Creativity tendencies and a notable affinity for Lindsay Davenport.
The key figures that characterise the London profile in United Kingdom.
58.4% are female, 41.6% are male, average age 44.1.
| Metric | Value |
|---|---|
| Female | 58.4% |
| Male | 41.6% |
| Average age | 44.1 |
| Estimated audience size | 30,572,344 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide London audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.0% |
| United Kingdom | 17.7% |
| Italy | 3.9% |
Where the London audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~23M | 2.91× | |
| 02 | South East | ~7M | 1.77× | |
| 03 | East of England | ~3.5M | 1.17× | |
| 04 | West Midlands | ~1.5M | 1.17× | |
| 05 | Yorkshire and the Humber | ~2.5M | 1.09× | |
| 06 | North East | ~1M | 0.85× | |
| 07 | South West | ~2M | 0.83× | |
| 08 | East Midlands | ~1.5M | 0.74× | |
| 09 | North West | ~1.5M | 0.38× | |
| 10 | Wales | ~700K | 0.38× | |
| 11 | Scotland | ~1M | 0.37× | |
| 12 | Northern Ireland | ~300K | 0.35× |
The strongest cross-interests of the London audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Apache Cassandra | Technology & Electronics | 1.54× | ||
| 02 | Lindsay Davenport | Sports | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.89× | |
| Social Media Usage | JOY | 0.86× | |
| Early Adopter Mentality | POWER | 0.86× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.64× | |
| Community Orientation | OPEN | 0.68× | |
| Healthy Lifestyle | BALANCE | 0.69× |
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 London. 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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