A data profile of the people who buy, follow and care about Mail in United Kingdom — modelled from more than twelve digital signal sources. Mail has an estimated audience of 4,439,741 people in United Kingdom.
The average Mail fan in United Kingdom is 47.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Wikipedia, Breaking news, Daily Express, with strongest over-indexing on Wikipedia (3× the country average).
Demographically, the Mail audience skews more female with an average age of 47.9, and over-indexes on personality traits such as Convenience Orientation, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Mail fan in United Kingdom is more female, around 47.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Mail profile in United Kingdom.
59.8% are female, 40.2% are male, average age 47.9.
| Metric | Value |
|---|---|
| Female | 59.8% |
| Male | 40.2% |
| Average age | 47.9 |
| Estimated audience size | 4,439,741 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 12% | |
| 30-39 | 16% | |
| 40-49 | 24% | |
| 50+ | 44% |
of the worldwide Mail audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 16.7% |
| China | 11.4% |
| United Kingdom | 6.0% |
Where the Mail audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North East | ~200K | 1.31× | |
| 02 | West Midlands | ~200K | 1.25× | |
| 03 | Yorkshire and the Humber | ~400K | 1.18× | |
| 04 | Wales | ~300K | 1.14× | |
| 05 | South East | ~600K | 1.07× | |
| 06 | England | ~3.5M | 1.05× | |
| 07 | Scotland | ~400K | 0.95× | |
| 08 | South West | ~300K | 0.89× | |
| 09 | Northern Ireland | ~100K | 0.86× | |
| 10 | East of England | ~300K | 0.85× | |
| 11 | East Midlands | ~300K | 0.85× | |
| 12 | North West | ~300K | 0.59× |
The strongest cross-interests of the Mail audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Solar power | Home & Garden | 3.59× | ||
| 02 | Wikipedia | Internet & Social Media | 3.00× | ||
| 03 | Political science | Business & Career | 2.72× | ||
| 04 | Risk management | Business & Career | 2.68× | ||
| 05 | Breaking news | Movies & TV | 2.21× | ||
| 06 | Esso | Cars & Mobility | 2.18× | ||
| 07 | Innovation | Business & Career | 2.18× | ||
| 08 | Microwave oven | Home & Garden | 2.18× | ||
| 09 | Refrigerator | Home & Garden | 2.10× | ||
| 10 | Mobile home | Cars & Mobility | 2.06× | ||
| 11 | Volunteering | Politics & Society | 2.00× | ||
| 12 | Daily Express | News | 1.86× | ||
| 13 | Local news | News | 1.73× | ||
| 14 | Politics | Politics & Society | 1.69× | ||
| 15 | Hobby | Home & Garden | 1.69× | ||
| 16 | Energy | Home & Garden | 1.61× | ||
| 17 | EBay | Shopping | 1.61× | ||
| 18 | Aldi | Shopping | 1.57× | ||
| 19 | William Hill (bookmaker) | Games | 1.56× | ||
| 20 | Internet & Social Media | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.43× | |
| Individualism | JOY | 1.41× | |
| Travelling | THRILL | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.82× | |
| Design Affinity | PREMIUM | 0.84× | |
| Sports Activity | POWER | 0.86× |
Mail has an estimated audience of 4,439,741 people in United Kingdom, concentrated in England and South East.
59.8% of Mail fans are female, 40.2% are male, with an average age of 47.9 years.
Mail fans show strongest brand affinity for Wikipedia (3×), Breaking news (2.21×), and Daily Express (1.86×) over the country average.
Mail fans in United Kingdom are most concentrated in England (reach ~3.5M), South East (reach ~600K), and Yorkshire and the Humber (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Mail itself, the audience over-indexes on Breaking news (2.21×), Daily Express (1.86×), Solar power (3.59×), and Politics (1.69×) 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 Mail. 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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