A data profile of the people who buy, follow and care about Mercedes-Benz in United Kingdom — modelled from more than twelve digital signal sources. Mercedes-Benz has an estimated audience of 5,191,188 people in United Kingdom.
The average Mercedes-Benz fan in United Kingdom is 42.2 years old, more male, and lives primarily in Greater London.
The audience is concentrated in Greater London, South East, North West.
Top brand affinities include Business, Automobiles, Toolstation, with strongest over-indexing on Business (1.51× the country average).
Demographically, the Mercedes-Benz audience skews more male with an average age of 42.2, and over-indexes on personality traits such as Luxury Orientation, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Mercedes-Benz fan in United Kingdom is more male, around 42.2 years old, with strong Luxury Orientation tendencies and a notable affinity for Business.
The key figures that characterise the Mercedes-Benz profile in United Kingdom.
32.3% are female, 67.7% are male, average age 42.2.
| Metric | Value |
|---|---|
| Female | 32.3% |
| Male | 67.7% |
| Average age | 42.2 |
| Estimated audience size | 5,191,188 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 28% |
of the worldwide Mercedes-Benz audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.0% |
| Germany | 6.7% |
| Italy | 5.6% |
Where the Mercedes-Benz audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~600K | 1.27× | |
| 02 | Wales | ~400K | 1.23× | |
| 03 | North West | ~600K | 1.17× | |
| 04 | Greater London | ~800K | 1.14× | |
| 05 | East of England | ~500K | 1.09× | |
| 06 | Northern Ireland | ~200K | 1.06× | |
| 07 | South East | ~700K | 1.05× | |
| 08 | East Midlands | ~400K | 1.03× | |
| 09 | South West | ~400K | 0.87× | |
| 10 | West Midlands | ~200K | 0.77× | |
| 11 | Yorkshire and the Humber | ~300K | 0.67× | |
| 12 | North East | ~100K | 0.66× |
The strongest cross-interests of the Mercedes-Benz audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Plug-in hybrid | Cars & Mobility | 2.29× | ||
| 02 | Euro Car Parts | Cars & Mobility | 2.25× | ||
| 03 | Supercar | Cars & Mobility | 2.21× | ||
| 04 | Škoda Auto | Cars & Mobility | 2.07× | ||
| 05 | Hybrids | Cars & Mobility | 2.01× | ||
| 06 | Toolstation | Home & Garden | 1.99× | ||
| 07 | Used car | Cars & Mobility | 1.95× | ||
| 08 | Engine | Cars & Mobility | 1.93× | ||
| 09 | Audi | Cars & Mobility | 1.93× | ||
| 10 | BMW | Cars & Mobility | 1.92× | ||
| 11 | SUVs | Cars & Mobility | 1.90× | ||
| 12 | Automobiles | Cars & Mobility | 1.83× | ||
| 13 | Autotrader | Cars & Mobility | 1.83× | ||
| 14 | We Buy Any Car | Cars & Mobility | 1.82× | ||
| 15 | Companies House | Politics & Society | 1.73× | ||
| 16 | Transport | Cars & Mobility | 1.68× | ||
| 17 | Road | Travel & Leisure | 1.68× | ||
| 18 | Training | Sports | 1.59× | ||
| 19 | Formula One | Sports | 1.54× | ||
| 20 | Business | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 1.28× | |
| Need for Security | CONSERVATISM | 1.26× | |
| Quality Awareness | PREMIUM | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.72× | |
| Individualism | JOY | 0.75× | |
| Creativity | OPEN | 0.76× |
Mercedes-Benz's target market in United Kingdom covers an estimated 5,191,188 people, concentrated in Greater London and South East.
32.3% of the Mercedes-Benz audience are female, 67.7% are male, with an average age of 42.2 years.
Mercedes-Benz fans show strongest brand affinity for Business (1.51×), Automobiles (1.83×), and Toolstation (1.99×) over the country average.
Mercedes-Benz fans in United Kingdom are most concentrated in Greater London (reach ~800K), South East (reach ~700K), and North West (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Mercedes-Benz itself, the audience over-indexes on Automobiles (1.83×), Toolstation (1.99×), Transport (1.68×), and Training (1.59×) 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 Mercedes-Benz. 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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