A data profile of the people who buy, follow and care about Mystery fiction in United Kingdom — modelled from more than twelve digital signal sources. Mystery fiction has an estimated audience of 7,138,387 people in United Kingdom.
The average Mystery fiction fan in United Kingdom is 46.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Nail salon, Bathtub, Non-fiction books, with strongest over-indexing on Nail salon (2.55× the country average).
Demographically, the Mystery fiction audience skews more female with an average age of 46.4, and over-indexes on personality traits such as DIY Mentality, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Mystery fiction fan in United Kingdom is more female, around 46.4 years old, with strong DIY Mentality tendencies and a notable affinity for Nail salon.
The key figures that characterise the Mystery fiction profile in United Kingdom.
65.7% are female, 34.3% are male, average age 46.4.
| Metric | Value |
|---|---|
| Female | 65.7% |
| Male | 34.3% |
| Average age | 46.4 |
| Estimated audience size | 7,138,387 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 15% | |
| 30-39 | 16% | |
| 40-49 | 21% | |
| 50+ | 41% |
of the worldwide Mystery fiction audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 21.7% |
| United Kingdom | 5.3% |
| China | 4.0% |
Where the Mystery fiction audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Wales | ~500K | 1.18× | |
| 02 | Northern Ireland | ~200K | 1.06× | |
| 03 | North East | ~300K | 1.04× | |
| 04 | Scotland | ~700K | 1.03× | |
| 05 | East Midlands | ~500K | 1.02× | |
| 06 | South West | ~600K | 1.01× | |
| 07 | East of England | ~700K | 1.00× | |
| 08 | Yorkshire and the Humber | ~500K | 0.96× | |
| 09 | South East | ~900K | 0.95× | |
| 10 | West Midlands | ~300K | 0.94× | |
| 11 | North West | ~700K | 0.93× | |
| 12 | England | ~4.5M | 0.71× |
The strongest cross-interests of the Mystery fiction audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fitness First | Sports | 4.46× | ||
| 02 | Sherlock Holmes (1984 TV series) | Movies & TV | 3.32× | ||
| 03 | Harlan Coben | Literature | 3.07× | ||
| 04 | Bathtub | Beauty & Wellness | 2.99× | ||
| 05 | Nail salon | Beauty & Wellness | 2.55× | ||
| 06 | Non-fiction books | Literature | 2.54× | ||
| 07 | Audio equipment | Technology & Electronics | 2.35× | ||
| 08 | Detective fiction | Literature | 2.32× | ||
| 09 | Harry Styles | Music & Radio | 2.18× | ||
| 10 | Nigeria | Travel & Leisure | 2.08× | ||
| 11 | Crime fiction | Literature | 2.03× | ||
| 12 | The Gilded Age | Movies & TV | 1.79× | ||
| 13 | Urban Outfitters | Shopping | 1.74× | ||
| 14 | Romance novels | Literature | 1.71× | ||
| 15 | Taylor Swift | Music & Radio | 1.70× | ||
| 16 | Papyrus | Politics & Society | 1.60× | ||
| 17 | Novel | Literature | 1.57× | ||
| 18 | Soap opera | Movies & TV | 1.54× | ||
| 19 | Business class | Travel & Leisure | 1.54× | ||
| 20 | Stranger Things | Movies & TV | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.20× | |
| Sustainability | BALANCE | 1.10× | |
| Early Adopter Mentality | POWER | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.72× | |
| Urban Lifestyle | OPEN | 0.75× | |
| Individualism | JOY | 0.75× |
Mystery fiction has an estimated audience of 7,138,387 people in United Kingdom, concentrated in England and South East.
65.7% of Mystery fiction fans are female, 34.3% are male, with an average age of 46.4 years.
Mystery fiction fans show strongest brand affinity for Nail salon (2.55×), Bathtub (2.99×), and Non-fiction books (2.54×) over the country average.
Mystery fiction fans in United Kingdom are most concentrated in England (reach ~4.5M), South East (reach ~900K), and North West (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Mystery fiction itself, the audience over-indexes on Bathtub (2.99×), Non-fiction books (2.54×), Harlan Coben (3.07×), and Romance novels (1.71×) 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 Mystery fiction. 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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