National Lottery Target Market in United Kingdom
National Lottery has an estimated audience of 13,802,975 people in United Kingdom. 46.9% are female, 53.1% are male, average age 46.5. Top regions: England, North West, South East. Top brand affinities: Ancient art, Lottery, National Lottery (United Kingdom), Lloyds Bank, Royal Mail.
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.
Category: Games · Type: Brand · Subtype: Lottery
Customer demographics of National Lottery
| Metric | Value |
|---|---|
| Female | 46.9% |
| Male | 53.1% |
| Average age | 46.5 |
| Estimated audience size | 13,802,975 |
Audience persona
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.
National Lottery customers by region in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | ~10M | 2× |
| North West | ~2M | 1.34× |
| South East | ~2M | 1× |
| South West | ~1.5M | 1.22× |
| East of England | ~1.5M | 1.07× |
| East Midlands | ~1.5M | 1.29× |
| Greater London | ~1M | 0.59× |
| Scotland | ~900K | 0.74× |
| Yorkshire and the Humber | ~900K | 0.8× |
| Wales | ~600K | 0.73× |
| North East | ~600K | 1.03× |
| West Midlands | ~400K | 0.67× |
| Northern Ireland | ~200K | 0.53× |
Top brand affinities of the National Lottery audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Ancient art | 41.04× | Arts & Culture |
| Lottery | 4.15× | Games |
| National Lottery (United Kingdom) | 2.26× | Games |
| Lloyds Bank | 2.17× | Business & Career |
| Royal Mail | 2.01× | Business & Career |
| Halifax (United Kingdom bank) | 1.73× | Business & Career |
| NatWest | 2.13× | Business & Career |
| TUI | 1.76× | Travel & Leisure |
| Paddy Power | 1.68× | Games |
| William Hill (bookmaker) | 1.62× | Games |
| Aviva | 3× | Business & Career |
| Betfair | 1.96× | Games |
| Moneysupermarket.com | 2.52× | Business & Career |
| Online games | 1.5× | Games |
| Lebara | 3.7× | Technology & Electronics |
| Esso | 1.72× | Cars & Mobility |
| Argentina | 2.59× | Travel & Leisure |
| Barclays | 1.61× | Business & Career |
| Casino | 1.66× | Games |
| Super 6 | 2.8× | Games |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.27 |
| Convenience Orientation | PREMIUM | 1.23 |
| Need for Security | CONSERVATISM | 1.2 |
| Urban Lifestyle | OPEN | 1.17 |
| Family Orientation | CONSERVATISM | 1.17 |
| Career Orientation | POWER | 1.13 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 86.1% |
| South Africa | 5.6% |
| Ireland | 2.0% |
See National Lottery audiences in other countries
More Lottery audiences in United Kingdom
- National Lottery (United Kingdom) (14,840,226)
- National Lottery (Ireland) (13,619,981)
- Postcode lottery (6,320,689)
- Super 6 (2,562,899)
- Eurojackpot (140,066)
Frequently asked questions
Who is National Lottery's target market in United Kingdom?
National Lottery's target market in United Kingdom covers an estimated 13,802,975 people, concentrated in England and North West.
What is the gender split and age of National Lottery customers?
46.9% of the National Lottery audience are female, 53.1% are male, with an average age of 46.5 years.
Which brands do National Lottery fans like most?
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.
Where do National Lottery fans live in United Kingdom?
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.
What other brands do National Lottery fans also like?
Beyond National Lottery itself, the audience over-indexes on Lottery (4.15×), National Lottery (United Kingdom) (2.26×), Lloyds Bank (2.17×), and Royal Mail (2.01×) 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 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.
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.