A data profile of the people who buy, follow and care about National Lottery (United Kingdom) in United Kingdom — modelled from more than twelve digital signal sources. National Lottery (United Kingdom) has an estimated audience of 14,840,225 people in United Kingdom.
The average National Lottery (United Kingdom) fan in United Kingdom is 47.0 years old, balanced, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include National Lottery (Ireland), National Lottery, Postcode lottery, with strongest over-indexing on National Lottery (Ireland) (6.11× the country average).
Demographically, the National Lottery (United Kingdom) audience skews balanced with an average age of 47.0, and over-indexes on personality traits such as Need for Security, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical National Lottery (United Kingdom) fan in United Kingdom is balanced, around 47.0 years old, with strong Need for Security tendencies and a notable affinity for National Lottery (Ireland).
The key figures that characterise the National Lottery (United Kingdom) profile in United Kingdom.
51.4% are female, 48.6% are male, average age 47.0.
| Metric | Value |
|---|---|
| Female | 51.4% |
| Male | 48.6% |
| Average age | 47.0 |
| Estimated audience size | 14,840,225 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 14% | |
| 30-39 | 17% | |
| 40-49 | 24% | |
| 50+ | 40% |
of the worldwide National Lottery (United Kingdom) audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 88.9% |
| South Africa | 3.6% |
| Ireland | 2.1% |
Where the National Lottery (United Kingdom) audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~11M | 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 | ~1M | 0.80× | |
| 09 | Scotland | ~1M | 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 (United Kingdom) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | EuroMillions | Games | 6.42× | ||
| 02 | National Lottery (Ireland) | Games | 6.11× | ||
| 03 | National Lottery | Games | 5.68× | ||
| 04 | People's Postcode Lottery | Games | 5.32× | ||
| 05 | Scratchcard | Games | 4.26× | ||
| 06 | Postcode lottery | Games | 4.24× | ||
| 07 | Lottery | Games | 3.41× | ||
| 08 | Tuesday | Kids & Family | 2.43× | ||
| 09 | Exhibition game | Games | 2.32× | ||
| 10 | Rings of Saturn | Travel & Leisure | 2.31× | ||
| 11 | Heart (novel) | Literature | 2.29× | ||
| 12 | Betfred | Games | 2.18× | ||
| 13 | Ladbrokes | Games | 2.05× | ||
| 14 | Paddy Power | Games | 1.92× | ||
| 15 | Gala Bingo | Games | 1.91× | ||
| 16 | Betfair | Games | 1.90× | ||
| 17 | William Hill (bookmaker) | Games | 1.89× | ||
| 18 | Sky Bet | Games | 1.78× | ||
| 19 | Autotrader | Cars & Mobility | 1.70× | ||
| 20 | Gambling | Games | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.28× | |
| Patriotism | CONSERVATISM | 1.22× | |
| Convenience Orientation | PREMIUM | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.92× | |
| Luxury Orientation | PREMIUM | 0.94× | |
| Design Affinity | PREMIUM | 0.95× |
National Lottery (United Kingdom)'s target market in United Kingdom covers an estimated 14,840,225 people, concentrated in England and North West.
51.4% of the National Lottery (United Kingdom) audience are female, 48.6% are male, with an average age of 47.0 years.
National Lottery (United Kingdom) fans show strongest brand affinity for National Lottery (Ireland) (6.11×), National Lottery (5.68×), and Postcode lottery (4.24×) over the country average.
National Lottery (United Kingdom) fans in United Kingdom are most concentrated in England (reach ~11M), North West (reach ~2M), and South East (reach ~2M). These three regions account for the largest share of the active audience.
Beyond National Lottery (United Kingdom) itself, the audience over-indexes on National Lottery (5.68×), Postcode lottery (4.24×), EuroMillions (6.42×), and Betfred (2.18×) 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 (United Kingdom). 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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