A data profile of the people who buy, follow and care about Mattress in United Kingdom — modelled from more than twelve digital signal sources. Mattress has an estimated audience of 8,117,205 people in United Kingdom.
The average Mattress fan in United Kingdom is 43.8 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 Bed, Bed frame, Bedding, with strongest over-indexing on Bed (2.42× the country average).
Demographically, the Mattress audience skews more female with an average age of 43.8, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Mattress fan in United Kingdom is more female, around 43.8 years old, with strong DIY Mentality tendencies and a notable affinity for Bed.
The key figures that characterise the Mattress profile in United Kingdom.
70.4% are female, 29.6% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 70.4% |
| Male | 29.6% |
| Average age | 43.8 |
| Estimated audience size | 8,117,205 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 31% |
of the worldwide Mattress audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.6% |
| Japan | 7.8% |
| United Kingdom | 4.5% |
Where the Mattress audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~500K | 1.44× | |
| 02 | Yorkshire and the Humber | ~900K | 1.38× | |
| 03 | North East | ~400K | 1.14× | |
| 04 | Wales | ~500K | 1.10× | |
| 05 | England | ~6M | 1.06× | |
| 06 | Scotland | ~700K | 1.01× | |
| 07 | South East | ~1M | 0.93× | |
| 08 | East Midlands | ~500K | 0.91× | |
| 09 | East of England | ~600K | 0.87× | |
| 10 | South West | ~600K | 0.86× | |
| 11 | Northern Ireland | ~200K | 0.83× | |
| 12 | North West | ~400K | 0.48× |
The strongest cross-interests of the Mattress audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bed frame | Home & Garden | 3.79× | ||
| 02 | Sofa bed | Home & Garden | 3.43× | ||
| 03 | Bedroom furniture | Home & Garden | 2.95× | ||
| 04 | Bedding | Home & Garden | 2.94× | ||
| 05 | Kitchen utensil | Home & Garden | 2.89× | ||
| 06 | Home decorating ideas | Home & Garden | 2.69× | ||
| 07 | Bed | Home & Garden | 2.42× | ||
| 08 | Kitchenware | Home & Garden | 2.31× | ||
| 09 | Couch | Home & Garden | 2.26× | ||
| 10 | Chair | Home & Garden | 2.20× | ||
| 11 | Living room | Home & Garden | 2.17× | ||
| 12 | Home repair | Home & Garden | 1.93× | ||
| 13 | Sleep | Health | 1.80× | ||
| 14 | Matalan | Shopping | 1.70× | ||
| 15 | IKEA | Home & Garden | 1.64× | ||
| 16 | Renovation | Home & Garden | 1.61× | ||
| 17 | Home Bargains | Shopping | 1.58× | ||
| 18 | Bathroom | Home & Garden | 1.55× | ||
| 19 | Argos (retailer) | Shopping | 1.51× | ||
| 20 | Screwfix | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.39× | |
| Quality Awareness | PREMIUM | 1.34× | |
| Family Orientation | CONSERVATISM | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.58× | |
| Mindfulness | BALANCE | 0.71× | |
| Risk Appetite | THRILL | 0.75× |
Mattress has an estimated audience of 8,117,205 people in United Kingdom, concentrated in England and South East.
70.4% of Mattress fans are female, 29.6% are male, with an average age of 43.8 years.
Mattress fans show strongest brand affinity for Bed (2.42×), Bed frame (3.79×), and Bedding (2.94×) over the country average.
Mattress fans in United Kingdom are most concentrated in England (reach ~6M), South East (reach ~1M), and Yorkshire and the Humber (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Mattress itself, the audience over-indexes on Bed frame (3.79×), Bedding (2.94×), Chair (2.2×), and Couch (2.26×) 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 Mattress. 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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