Mail Online Audience in United Kingdom
Mail Online has an estimated audience of 13,559,936 people in United Kingdom. 70.1% are female, 29.9% are male, average age 47.3. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: Sky News, Mobile gambling, Daily Express, GitHub, ITV News.
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 Sky News, Mobile gambling, Daily Express, with strongest over-indexing on Sky News (6.2× 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, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: News · Type: Website / Newspaper / Magazine
Demographics of Mail Online fans
| Metric | Value |
|---|---|
| Female | 70.1% |
| Male | 29.9% |
| Average age | 47.3 |
| Estimated audience size | 13,559,936 |
Audience persona
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 Sky News.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 10,169,953 | 0.9× |
| South East | 2,095,701 | 1.15× |
| Yorkshire and the Humber | 1,395,929 | 1.28× |
| South West | 1,030,757 | 0.92× |
| Wales | 1,000,989 | 1.29× |
| North West | 985,105 | 0.68× |
| East of England | 968,240 | 0.78× |
| Scotland | 966,812 | 0.79× |
| East Midlands | 774,882 | 0.81× |
| West Midlands | 682,728 | 1.17× |
| North East | 630,769 | 1.2× |
| Northern Ireland | 424,579 | 1.02× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sky News | 6.2× | Sports |
| Mobile gambling | 8.61× | Games |
| Daily Express | 2.13× | News |
| GitHub | 6.14× | Internet & Social Media |
| ITV News | 4.43× | Movies & TV |
| Diabetes mellitus awareness | 5.29× | Health |
| Zumba Dance | 18.67× | Sports |
| Real property | 3.64× | Home & Garden |
| Buckingham Palace | 5.52× | Travel & Leisure |
| Python (programming language) | 5.2× | Technology & Electronics |
| Ocado | 2.77× | Shopping |
| Primark | 2.17× | Shopping |
| Waterstones | 2.39× | Literature |
| Costa Coffee | 2.47× | Food & Beverages |
| Purchase discount | 4.14× | Shopping |
| Expensive Taste | 2.78× | Business & Career |
| Do it yourself (DIY) | 1.68× | Home & Garden |
| Renovation | 1.91× | Home & Garden |
| Weddings | 1.65× | Kids & Family |
| Charlotte Tilbury | 2.73× | Beauty & Wellness |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.83 |
| Design Affinity | PREMIUM | 1.74 |
| Luxury Orientation | PREMIUM | 1.56 |
| DIY Mentality | THRILL | 1.46 |
| Creativity | OPEN | 1.36 |
| Quality Awareness | PREMIUM | 1.35 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 71.3% |
| Ireland | 9.6% |
| United States | 3.5% |
See Mail Online audiences in other countries
More News audiences in United Kingdom
- BBC iPlayer (Global) (44,084,000)
- Instagram (29,815,933)
- YouTube (27,251,049)
- X (23,339,907)
- TikTok (21,420,724)
Frequently asked questions
How many fans does Mail Online have in United Kingdom?
Mail Online has an estimated audience of 13,559,936 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Mail Online fans?
70.1% of Mail Online fans are female, 29.9% are male, with an average age of 47.3 years.
Which brands do Mail Online fans like most?
Mail Online fans show strongest brand affinity for Sky News (6.2×), Mobile gambling (8.61×), and Daily Express (2.13×) over the country average.
Where do Mail Online fans live in United Kingdom?
Mail Online fans in United Kingdom are most concentrated in England (reach 10,169,953), South East (reach 2,095,701), and Yorkshire and the Humber (reach 1,395,929). These three regions account for the largest share of the active audience.
What other brands do Mail Online fans also like?
Beyond Mail Online itself, the audience over-indexes on Mobile gambling (8.61×), Daily Express (2.13×), GitHub (6.14×), and ITV News (4.43×) 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 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.
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.