A data profile of the people who buy, follow and care about National Lottery in United Kingdom — modelled from more than twelve digital signal sources. National Lottery has an estimated audience of 13,802,975 people in United Kingdom.
The average National Lottery fan in United Kingdom is 46.5 years old, balanced, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include Ancient art, Lottery, National Lottery (United Kingdom), with strongest over-indexing on Ancient art (41.04× the country average).
Demographically, the National Lottery audience skews balanced with an average age of 46.5, and over-indexes on personality traits such as Travelling, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical National Lottery fan in United Kingdom is balanced, around 46.5 years old, with strong Travelling tendencies and a notable affinity for Ancient art.
The key figures that characterise the National Lottery profile in United Kingdom.
46.9% are female, 53.1% are male, average age 46.5.
| Metric | Value |
|---|---|
| Female | 46.9% |
| Male | 53.1% |
| Average age | 46.5 |
| Estimated audience size | 13,802,975 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 15% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 39% |
of the worldwide National Lottery audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 86.2% |
| South Africa | 5.6% |
| Ireland | 2.1% |
Where the National Lottery audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~10M | 2.00× | |
| 02 | North West | ~2M | 1.34× | |
| 03 | East Midlands | ~1.5M | 1.29× | |
| 04 | South West | ~1.5M | 1.22× | |
| 05 | East of England | ~1.5M | 1.07× | |
| 06 | North East | ~600K | 1.03× | |
| 07 | South East | ~2M | 1.00× | |
| 08 | Yorkshire and the Humber | ~900K | 0.80× | |
| 09 | Scotland | ~900K | 0.74× | |
| 10 | Wales | ~600K | 0.73× | |
| 11 | West Midlands | ~400K | 0.67× | |
| 12 | Greater London | ~1M | 0.59× | |
| 13 | Northern Ireland | ~200K | 0.53× |
The strongest cross-interests of the National Lottery audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ancient art | Arts & Culture | 41.04× | ||
| 02 | Lottery | Games | 4.15× | ||
| 03 | Lebara | Technology & Electronics | 3.70× | ||
| 04 | Aviva | Business & Career | 3.00× | ||
| 05 | Super 6 | Games | 2.80× | ||
| 06 | Argentina | Travel & Leisure | 2.59× | ||
| 07 | Moneysupermarket.com | Business & Career | 2.52× | ||
| 08 | National Lottery (United Kingdom) | Games | 2.26× | ||
| 09 | NatWest | Business & Career | 2.13× | ||
| 10 | Royal Mail | Business & Career | 2.01× | ||
| 11 | Betfair | Games | 1.96× | ||
| 12 | TUI | Travel & Leisure | 1.76× | ||
| 13 | Halifax (United Kingdom bank) | Business & Career | 1.73× | ||
| 14 | Esso | Cars & Mobility | 1.72× | ||
| 15 | Paddy Power | Games | 1.68× | ||
| 16 | Casino | Games | 1.66× | ||
| 17 | William Hill (bookmaker) | Games | 1.62× | ||
| 18 | Barclays | Business & Career | 1.61× | ||
| 19 | Gala Bingo | Games | 1.57× | ||
| 20 | Online games | Games | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.27× | |
| Convenience Orientation | PREMIUM | 1.23× | |
| Need for Security | CONSERVATISM | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.89× | |
| Design Affinity | PREMIUM | 0.90× | |
| Mindfulness | BALANCE | 0.91× |
National Lottery's target market in United Kingdom covers an estimated 13,802,975 people, concentrated in England and North West.
46.9% of the National Lottery audience are female, 53.1% are male, with an average age of 46.5 years.
National Lottery fans show strongest brand affinity for Ancient art (41.04×), Lottery (4.15×), and National Lottery (United Kingdom) (2.26×) over the country average.
National Lottery fans in United Kingdom are most concentrated in England (reach ~10M), North West (reach ~2M), and South East (reach ~2M). These three regions account for the largest share of the active audience.
Beyond National Lottery itself, the audience over-indexes on Lottery (4.15×), National Lottery (United Kingdom) (2.26×), Royal Mail (2.01×), and Halifax (United Kingdom bank) (1.73×) 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 National Lottery. 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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