A data profile of the people who buy, follow and care about Mass media in United Kingdom — modelled from more than twelve digital signal sources. Mass media has an estimated audience of 5,895,220 people in United Kingdom.
The average Mass media fan in United Kingdom is 43.4 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Scotland.
Top brand affinities include Wikipedia, Hobby, William Hill (bookmaker), with strongest over-indexing on Wikipedia (3.54× the country average).
Demographically, the Mass media audience skews balanced with an average age of 43.4, and over-indexes on personality traits such as Mindfulness, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Mass media fan in United Kingdom is balanced, around 43.4 years old, with strong Mindfulness tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Mass media profile in United Kingdom.
53.6% are female, 46.4% are male, average age 43.4.
| Metric | Value |
|---|---|
| Female | 53.6% |
| Male | 46.4% |
| Average age | 43.4 |
| Estimated audience size | 5,895,220 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 30% |
of the worldwide Mass media audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 4.9% |
| Brazil | 4.2% |
Where the Mass media audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~4.5M | 1.47× | |
| 02 | Scotland | ~700K | 1.27× | |
| 03 | Northern Ireland | ~200K | 1.04× | |
| 04 | Wales | ~300K | 0.99× | |
| 05 | West Midlands | ~200K | 0.98× | |
| 06 | North East | ~200K | 0.96× | |
| 07 | Yorkshire and the Humber | ~400K | 0.94× | |
| 08 | East Midlands | ~400K | 0.94× | |
| 09 | South West | ~400K | 0.92× | |
| 10 | East of England | ~500K | 0.91× | |
| 11 | South East | ~700K | 0.90× | |
| 12 | North West | ~500K | 0.87× |
The strongest cross-interests of the Mass media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 3.54× | ||
| 02 | Flightradar24 | Travel & Leisure | 3.54× | ||
| 03 | Sketch comedy | Movies & TV | 2.95× | ||
| 04 | Satire | Literature | 2.73× | ||
| 05 | Adoption | Kids & Family | 2.70× | ||
| 06 | Margot Robbie | Movies & TV | 2.69× | ||
| 07 | Pierce Brosnan | Movies & TV | 2.67× | ||
| 08 | Esso | Cars & Mobility | 2.45× | ||
| 09 | Betfair | Games | 2.40× | ||
| 10 | Risk management | Business & Career | 2.29× | ||
| 11 | William Hill (bookmaker) | Games | 2.11× | ||
| 12 | Refrigerator | Home & Garden | 2.05× | ||
| 13 | Hobby | Home & Garden | 2.04× | ||
| 14 | Internet & Social Media | 1.87× | |||
| 15 | Dentistry | Business & Career | 1.85× | ||
| 16 | Movie theater | Movies & TV | 1.79× | ||
| 17 | Online newspaper | News | 1.78× | ||
| 18 | Distilled beverage | Food & Beverages | 1.74× | ||
| 19 | Mobile home | Cars & Mobility | 1.72× | ||
| 20 | Volunteering | Politics & Society | 1.60× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.22× | |
| Convenience Orientation | PREMIUM | 1.22× | |
| Patriotism | CONSERVATISM | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.84× | |
| Luxury Orientation | PREMIUM | 0.88× | |
| Family Orientation | CONSERVATISM | 0.91× |
Mass media has an estimated audience of 5,895,220 people in United Kingdom, concentrated in England and South East.
53.6% of Mass media fans are female, 46.4% are male, with an average age of 43.4 years.
Mass media fans show strongest brand affinity for Wikipedia (3.54×), Hobby (2.04×), and William Hill (bookmaker) (2.11×) over the country average.
Mass media fans in United Kingdom are most concentrated in England (reach ~4.5M), South East (reach ~700K), and Scotland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Mass media itself, the audience over-indexes on Hobby (2.04×), William Hill (bookmaker) (2.11×), Satire (2.73×), and Betfair (2.4×) 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 Mass media. 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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