A data profile of the people who buy, follow and care about Mail Online in United Kingdom — modelled from more than twelve digital signal sources. Mail Online has an estimated audience of 13,559,936 people in United Kingdom.
The average Mail Online fan in United Kingdom is 47.3 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 Mobile gambling, Do it yourself (DIY), Sky News, with strongest over-indexing on Mobile gambling (8.31× the country average).
Demographically, the Mail Online audience skews more female with an average age of 47.3, and over-indexes on personality traits such as Indulgence, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Mail Online fan in United Kingdom is more female, around 47.3 years old, with strong Indulgence tendencies and a notable affinity for Mobile gambling.
The key figures that characterise the Mail Online profile in United Kingdom.
70.1% are female, 29.9% are male, average age 47.3.
| Metric | Value |
|---|---|
| Female | 70.1% |
| Male | 29.9% |
| Average age | 47.3 |
| Estimated audience size | 13,559,936 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 11% | |
| 30-39 | 14% | |
| 40-49 | 25% | |
| 50+ | 42% |
of the worldwide Mail Online audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 71.1% |
| Ireland | 9.8% |
| United States | 3.5% |
Where the Mail Online audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Wales | ~1M | 1.29× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.28× | |
| 03 | North East | ~600K | 1.20× | |
| 04 | West Midlands | ~700K | 1.17× | |
| 05 | South East | ~2M | 1.15× | |
| 06 | Northern Ireland | ~400K | 1.02× | |
| 07 | South West | ~1M | 0.92× | |
| 08 | England | ~10M | 0.90× | |
| 09 | East Midlands | ~800K | 0.81× | |
| 10 | Scotland | ~1M | 0.79× | |
| 11 | East of England | ~1M | 0.78× | |
| 12 | North West | ~1M | 0.68× |
The strongest cross-interests of the Mail Online audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Zumba Dance | Sports | 18.94× | ||
| 02 | Mobile gambling | Games | 8.31× | ||
| 03 | Buckingham Palace | Travel & Leisure | 6.61× | ||
| 04 | Python (programming language) | Technology & Electronics | 5.70× | ||
| 05 | Sky News | Sports | 5.10× | ||
| 06 | GitHub | Internet & Social Media | 4.94× | ||
| 07 | ITV News | Movies & TV | 3.55× | ||
| 08 | True Detective | Movies & TV | 3.24× | ||
| 09 | The Times | News | 2.67× | ||
| 10 | Do it yourself (DIY) | Home & Garden | 2.57× | ||
| 11 | Daily Express | News | 2.36× | ||
| 12 | Costa Coffee | Food & Beverages | 2.34× | ||
| 13 | The Independent | News | 2.19× | ||
| 14 | Breaking news | Movies & TV | 2.05× | ||
| 15 | Daily Mail | News | 2.03× | ||
| 16 | EBay | Shopping | 1.95× | ||
| 17 | Home Appliances | Home & Garden | 1.85× | ||
| 18 | Energy | Home & Garden | 1.77× | ||
| 19 | The Guardian | News | 1.77× | ||
| 20 | IKEA | Home & Garden | 1.76× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.95× | |
| DIY Mentality | THRILL | 1.52× | |
| Patriotism | CONSERVATISM | 1.51× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.83× | |
| Social Media Usage | JOY | 0.96× | |
| Spirituality | BALANCE | 0.97× |
Mail Online has an estimated audience of 13,559,936 people in United Kingdom, concentrated in England and South East.
70.1% of Mail Online fans are female, 29.9% are male, with an average age of 47.3 years.
Mail Online fans show strongest brand affinity for Mobile gambling (8.31×), Do it yourself (DIY) (2.57×), and Sky News (5.1×) over the country average.
Mail Online fans in United Kingdom are most concentrated in England (reach ~10M), South East (reach ~2M), and Yorkshire and the Humber (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Mail Online itself, the audience over-indexes on Do it yourself (DIY) (2.57×), Sky News (5.1×), Daily Express (2.36×), and Buckingham Palace (6.61×) 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 Online. 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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