Moonpig Target Market in United Kingdom
Moonpig has an estimated audience of 8,923,838 people in United Kingdom. 64.2% are female, 35.8% are male, average age 48.2. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: Travelodge, Nationwide Building Society, Toolstation, H. Samuel, TopCashBack.
The average Moonpig fan in United Kingdom is 48.2 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 Travelodge, Nationwide Building Society, Toolstation, with strongest over-indexing on Travelodge (5.91× the country average). Demographically, the Moonpig audience skews more female with an average age of 48.2, and over-indexes on personality traits such as LGBTQ+ Identity, Travelling. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand
Customer demographics of Moonpig
| Metric | Value |
|---|---|
| Female | 64.2% |
| Male | 35.8% |
| Average age | 48.2 |
| Estimated audience size | 8,923,838 |
Audience persona
The typical Moonpig fan in United Kingdom is more female, around 48.2 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Travelodge.
Moonpig customers by region in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | ~6.5M | 0.88× |
| South East | ~1M | 0.91× |
| Yorkshire and the Humber | ~1M | 1.33× |
| East of England | ~900K | 1.1× |
| Scotland | ~800K | 0.97× |
| Wales | ~600K | 1.24× |
| South West | ~600K | 0.85× |
| East Midlands | ~500K | 0.84× |
| North West | ~500K | 0.54× |
| West Midlands | ~500K | 1.28× |
| North East | ~400K | 1.15× |
| Northern Ireland | ~300K | 0.92× |
Top brand affinities of the Moonpig audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Travelodge | 5.91× | Travel & Leisure |
| Nationwide Building Society | 6.62× | Business & Career |
| Toolstation | 2.93× | Home & Garden |
| H. Samuel | 6.13× | Fashion & Accessoires |
| TopCashBack | 4.03× | Shopping |
| British Gas | 3.08× | Home & Garden |
| PhotoBox | 9.11× | Internet & Social Media |
| Forbidden Planet | 8.46× | Literature |
| Eurostar | 4.13× | Cars & Mobility |
| Bonmarché | 6.02× | Shopping |
| Virgin Experience Days | 6.14× | Home & Garden |
| Octopus Energy | 2.06× | Home & Garden |
| Hobbycraft | 2.62× | Home & Garden |
| Morrisons | 1.68× | Food & Beverages |
| Mountain Warehouse | 2.8× | Fashion & Accessoires |
| Studio | 3.37× | Home & Garden |
| Christmas | 1.56× | Kids & Family |
| Costa Coffee | 2.08× | Food & Beverages |
| Opodo | 8.2× | Travel & Leisure |
| First Direct | 5.21× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 1.27 |
| Travelling | THRILL | 1.26 |
| Mindfulness | BALANCE | 1.24 |
| Spirituality | BALANCE | 1.24 |
| Indulgence | JOY | 1.23 |
| Quality Awareness | PREMIUM | 1.23 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 86.8% |
| Ireland | 2.3% |
| Australia | 2.2% |
See Moonpig audiences in other countries
More Home & Garden audiences in United Kingdom
- Barcaffe (19,248,449)
- John Lewis (department store) (18,584,414)
- Gimme! Coffee (18,054,054)
- Aldi (17,402,911)
- Tesco (17,080,413)
Frequently asked questions
Who is Moonpig's target market in United Kingdom?
Moonpig's target market in United Kingdom covers an estimated 8,923,838 people, concentrated in England and South East.
What is the gender split and age of Moonpig customers?
64.2% of the Moonpig audience are female, 35.8% are male, with an average age of 48.2 years.
Which brands do Moonpig fans like most?
Moonpig fans show strongest brand affinity for Travelodge (5.91×), Nationwide Building Society (6.62×), and Toolstation (2.93×) over the country average.
Where do Moonpig fans live in United Kingdom?
Moonpig fans in United Kingdom are most concentrated in England (reach ~6.5M), South East (reach ~1M), and Yorkshire and the Humber (reach ~1M). These three regions account for the largest share of the active audience.
What other brands do Moonpig fans also like?
Beyond Moonpig itself, the audience over-indexes on Nationwide Building Society (6.62×), Toolstation (2.93×), H. Samuel (6.13×), and TopCashBack (4.03×) 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 Moonpig. 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.