A data profile of the people who buy, follow and care about Mumsnet in United Kingdom — modelled from more than twelve digital signal sources. Mumsnet has an estimated audience of 6,279,515 people in United Kingdom.
The average Mumsnet fan in United Kingdom is 36.5 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Pregnancy, Christmas, Barbie, with strongest over-indexing on Pregnancy (2.85× the country average).
Demographically, the Mumsnet audience skews more female with an average age of 36.5, and over-indexes on personality traits such as Mindfulness, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Mumsnet fan in United Kingdom is more female, around 36.5 years old, with strong Mindfulness tendencies and a notable affinity for Pregnancy.
The key figures that characterise the Mumsnet profile in United Kingdom.
78.6% are female, 21.4% are male, average age 36.5.
| Metric | Value |
|---|---|
| Female | 78.6% |
| Male | 21.4% |
| Average age | 36.5 |
| Estimated audience size | 6,279,515 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 26% | |
| 30-39 | 23% | |
| 40-49 | 18% | |
| 50+ | 12% |
of the worldwide Mumsnet audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 69.2% |
| Australia | 6.0% |
| Ireland | 4.2% |
Where the Mumsnet audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~4.5M | 1.47× | |
| 02 | Yorkshire and the Humber | ~600K | 1.19× | |
| 03 | South East | ~1M | 1.18× | |
| 04 | East of England | ~600K | 1.09× | |
| 05 | West Midlands | ~300K | 1.08× | |
| 06 | North East | ~300K | 1.06× | |
| 07 | South West | ~500K | 1.03× | |
| 08 | Scotland | ~500K | 0.95× | |
| 09 | Wales | ~300K | 0.86× | |
| 10 | East Midlands | ~300K | 0.78× | |
| 11 | Northern Ireland | ~100K | 0.72× | |
| 12 | North West | ~400K | 0.60× |
The strongest cross-interests of the Mumsnet audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Netmums | Kids & Family | 5.70× | ||
| 02 | Breastfeeding | Kids & Family | 3.57× | ||
| 03 | Word | Kids & Family | 3.07× | ||
| 04 | Pregnancy | Kids & Family | 2.85× | ||
| 05 | Paddington | Movies & TV | 2.70× | ||
| 06 | Baby food | Kids & Family | 2.64× | ||
| 07 | Wonka | Movies & TV | 2.51× | ||
| 08 | Offspring | Home & Garden | 2.50× | ||
| 09 | Barbie | Movies & TV | 2.36× | ||
| 10 | Infant clothing | Kids & Family | 2.25× | ||
| 11 | Human sexuality | Kids & Family | 1.94× | ||
| 12 | Daily Star (United Kingdom) | News | 1.93× | ||
| 13 | Toddler | Kids & Family | 1.88× | ||
| 14 | Family (biology) | Kids & Family | 1.85× | ||
| 15 | Child care | Kids & Family | 1.85× | ||
| 16 | Internet & Social Media | 1.77× | |||
| 17 | Children's clothing | Fashion & Accessoires | 1.73× | ||
| 18 | Lego | Kids & Family | 1.69× | ||
| 19 | Christmas | Kids & Family | 1.58× | ||
| 20 | Dunelm | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.48× | |
| Individualism | JOY | 1.44× | |
| Spirituality | BALANCE | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.87× | |
| DIY Mentality | THRILL | 0.94× | |
| Early Adopter Mentality | POWER | 0.94× |
Mumsnet has an estimated audience of 6,279,515 people in United Kingdom, concentrated in England and South East.
78.6% of Mumsnet fans are female, 21.4% are male, with an average age of 36.5 years.
Mumsnet fans show strongest brand affinity for Pregnancy (2.85×), Christmas (1.58×), and Barbie (2.36×) over the country average.
Mumsnet fans in United Kingdom are most concentrated in England (reach ~4.5M), South East (reach ~1M), and East of England (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Mumsnet itself, the audience over-indexes on Christmas (1.58×), Barbie (2.36×), Paddington (2.7×), and Netmums (5.7×) 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 Mumsnet. 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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