A data profile of the people who buy, follow and care about Mortgage loans in United Kingdom — modelled from more than twelve digital signal sources. Mortgage loans has an estimated audience of 12,061,645 people in United Kingdom.
The average Mortgage loans fan in United Kingdom is 46.8 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 Halifax (United Kingdom bank), Bank of Scotland, Mortgage calculator, with strongest over-indexing on Halifax (United Kingdom bank) (4.8× the country average).
Demographically, the Mortgage loans audience skews more female with an average age of 46.8, and over-indexes on personality traits such as Need for Security, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Mortgage loans fan in United Kingdom is more female, around 46.8 years old, with strong Need for Security tendencies and a notable affinity for Halifax (United Kingdom bank).
The key figures that characterise the Mortgage loans profile in United Kingdom.
56.0% are female, 44.0% are male, average age 46.8.
| Metric | Value |
|---|---|
| Female | 56.0% |
| Male | 44.0% |
| Average age | 46.8 |
| Estimated audience size | 12,061,645 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 25% | |
| 50+ | 37% |
of the worldwide Mortgage loans audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 27.4% |
| United Kingdom | 6.1% |
| India | 3.5% |
Where the Mortgage loans audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~1M | 1.90× | |
| 02 | Yorkshire and the Humber | ~1M | 1.23× | |
| 03 | England | ~9M | 1.17× | |
| 04 | East of England | ~1M | 1.06× | |
| 05 | Northern Ireland | ~400K | 1.03× | |
| 06 | North East | ~500K | 0.97× | |
| 07 | Wales | ~700K | 0.96× | |
| 08 | South East | ~1.5M | 0.95× | |
| 09 | Scotland | ~900K | 0.86× | |
| 10 | East Midlands | ~700K | 0.81× | |
| 11 | South West | ~800K | 0.76× | |
| 12 | North West | ~700K | 0.51× |
The strongest cross-interests of the Mortgage loans audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Halifax (United Kingdom bank) | Business & Career | 4.80× | ||
| 02 | Bank of Scotland | Business & Career | 4.55× | ||
| 03 | Home equity | Home & Garden | 3.87× | ||
| 04 | Mortgage calculator | Home & Garden | 3.45× | ||
| 05 | Loan | Business & Career | 2.96× | ||
| 06 | Car finance | Cars & Mobility | 2.95× | ||
| 07 | First-time home buyer grant | Home & Garden | 2.93× | ||
| 08 | HSBC | Business & Career | 2.59× | ||
| 09 | Barclays | Business & Career | 2.53× | ||
| 10 | NatWest | Business & Career | 2.28× | ||
| 11 | Financial services | Business & Career | 2.24× | ||
| 12 | Starter home | Home & Garden | 2.18× | ||
| 13 | Property finder | Home & Garden | 2.09× | ||
| 14 | British Gas | Home & Garden | 1.86× | ||
| 15 | Octopus Energy | Home & Garden | 1.77× | ||
| 16 | Scottish Widows | Business & Career | 1.63× | ||
| 17 | B&Q | Shopping | 1.59× | ||
| 18 | National Lottery (Ireland) | Games | 1.59× | ||
| 19 | Insurance | Business & Career | 1.56× | ||
| 20 | Mail Online | News | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.37× | |
| Family Orientation | CONSERVATISM | 1.30× | |
| Quality Awareness | PREMIUM | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.55× | |
| Early Adopter Mentality | POWER | 0.60× | |
| Risk Appetite | THRILL | 0.64× |
Mortgage loans has an estimated audience of 12,061,645 people in United Kingdom, concentrated in England and South East.
56.0% of Mortgage loans fans are female, 44.0% are male, with an average age of 46.8 years.
Mortgage loans fans show strongest brand affinity for Halifax (United Kingdom bank) (4.8×), Bank of Scotland (4.55×), and Mortgage calculator (3.45×) over the country average.
Mortgage loans fans in United Kingdom are most concentrated in England (reach ~9M), South East (reach ~1.5M), and Yorkshire and the Humber (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Mortgage loans itself, the audience over-indexes on Bank of Scotland (4.55×), Mortgage calculator (3.45×), Financial services (2.24×), and Loan (2.96×) 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 Mortgage loans. 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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