A data profile of the people who buy, follow and care about national trust in United Kingdom — modelled from more than twelve digital signal sources. national trust has an estimated audience of 3,516,044 people in United Kingdom.
The average national trust fan in United Kingdom is 46.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, South West, South East.
Top brand affinities include hunting and fishing, nandos, David Attenborough, with strongest over-indexing on hunting and fishing (33.29× the country average).
Demographically, the national trust audience skews more female with an average age of 46.9, and over-indexes on personality traits such as Sustainability, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical national trust fan in United Kingdom is more female, around 46.9 years old, with strong Sustainability tendencies and a notable affinity for hunting and fishing.
The key figures that characterise the national trust profile in United Kingdom.
73.6% are female, 26.4% are male, average age 46.9.
| Metric | Value |
|---|---|
| Female | 73.6% |
| Male | 26.4% |
| Average age | 46.9 |
| Estimated audience size | 3,516,044 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 12% | |
| 30-39 | 21% | |
| 40-49 | 28% | |
| 50+ | 35% |
of the worldwide national trust audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 76.0% |
| United States | 8.4% |
| Japan | 2.5% |
Where the national trust audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South West | ~700K | 2.42× | |
| 02 | Wales | ~300K | 1.64× | |
| 03 | South East | ~700K | 1.41× | |
| 04 | East Midlands | ~300K | 1.27× | |
| 05 | England | ~2.5M | 1.15× | |
| 06 | East of England | ~300K | 0.97× | |
| 07 | North West | ~400K | 0.96× | |
| 08 | West Midlands | ~100K | 0.89× | |
| 09 | North East | ~100K | 0.68× | |
| 10 | Northern Ireland | ~60K | 0.55× | |
| 11 | Greater London | ~200K | 0.51× | |
| 12 | Yorkshire and the Humber | ~200K | 0.51× | |
| 13 | Scotland | ~100K | 0.35× |
The strongest cross-interests of the national trust audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | hunting and fishing | Topic | 33.29× | ||
| 02 | Dax Shepard | Movies & TV | 7.91× | ||
| 03 | John Cusack | Movies & TV | 7.33× | ||
| 04 | Rob Lowe | Movies & TV | 6.91× | ||
| 05 | nandos | Food & Beverages | 4.05× | ||
| 06 | Birdwatching | Pets & Animals | 3.41× | ||
| 07 | Hoseasons | Travel & Leisure | 2.73× | ||
| 08 | Oliver Bonas | Fashion & Accessoires | 2.48× | ||
| 09 | David Attenborough | Movies & TV | 2.16× | ||
| 10 | Wildlife photography | Technology & Electronics | 2.05× | ||
| 11 | Home Interior Design | Home & Garden | 1.88× | ||
| 12 | Healthy habits | Health | 1.85× | ||
| 13 | Home Design | Home & Garden | 1.83× | ||
| 14 | Home decorating ideas | Home & Garden | 1.83× | ||
| 15 | Nature photography | Technology & Electronics | 1.82× | ||
| 16 | Birds | Pets & Animals | 1.79× | ||
| 17 | Walking | Sports | 1.68× | ||
| 18 | Dunelm | Home & Garden | 1.62× | ||
| 19 | Scottish Widows | Business & Career | 1.58× | ||
| 20 | New Look | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.53× | |
| Mindfulness | BALANCE | 1.31× | |
| Pet Ownership | JOY | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.72× | |
| Social Media Usage | JOY | 0.81× | |
| Career Orientation | POWER | 0.84× |
national trust has an estimated audience of 3,516,044 people in United Kingdom, concentrated in England and South West.
73.6% of national trust fans are female, 26.4% are male, with an average age of 46.9 years.
national trust fans show strongest brand affinity for hunting and fishing (33.29×), nandos (4.05×), and David Attenborough (2.16×) over the country average.
national trust fans in United Kingdom are most concentrated in England (reach ~2.5M), South West (reach ~700K), and South East (reach ~700K). These three regions account for the largest share of the active audience.
Beyond national trust itself, the audience over-indexes on nandos (4.05×), David Attenborough (2.16×), Scottish Widows (1.58×), and Birds (1.79×) 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 trust. 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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