A data profile of the people who buy, follow and care about Nationwide Building Society in United Kingdom — modelled from more than twelve digital signal sources. Nationwide Building Society has an estimated audience of 4,348,838 people in United Kingdom.
The average Nationwide Building Society fan in United Kingdom is 46.2 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Halifax (United Kingdom bank), Travelodge, Santander Bank, with strongest over-indexing on Halifax (United Kingdom bank) (13.43× the country average).
Demographically, the Nationwide Building Society audience skews more female with an average age of 46.2, and over-indexes on personality traits such as Career Orientation, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Nationwide Building Society fan in United Kingdom is more female, around 46.2 years old, with strong Career Orientation tendencies and a notable affinity for Halifax (United Kingdom bank).
The key figures that characterise the Nationwide Building Society profile in United Kingdom.
59.0% are female, 41.0% are male, average age 46.2.
| Metric | Value |
|---|---|
| Female | 59.0% |
| Male | 41.0% |
| Average age | 46.2 |
| Estimated audience size | 4,348,838 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 14% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 36% |
of the worldwide Nationwide Building Society audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 92.5% |
| United States | 1.6% |
| Spain | 1.0% |
Where the Nationwide Building Society audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~200K | 1.38× | |
| 02 | South West | ~400K | 1.17× | |
| 03 | East of England | ~400K | 1.15× | |
| 04 | Wales | ~300K | 1.14× | |
| 05 | Northern Ireland | ~100K | 1.13× | |
| 06 | East Midlands | ~300K | 1.12× | |
| 07 | Scotland | ~400K | 1.11× | |
| 08 | South East | ~600K | 1.05× | |
| 09 | Yorkshire and the Humber | ~300K | 0.92× | |
| 10 | North East | ~100K | 0.76× | |
| 11 | England | ~2.5M | 0.62× | |
| 12 | North West | ~200K | 0.46× |
The strongest cross-interests of the Nationwide Building Society audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | AirBaltic | Travel & Leisure | 34.18× | ||
| 02 | Tia Maria | Food & Beverages | 29.39× | ||
| 03 | Santander Bank | Business & Career | 22.70× | ||
| 04 | Haier | Home & Garden | 18.66× | ||
| 05 | First Direct | Business & Career | 16.47× | ||
| 06 | Bonmarché | Shopping | 14.04× | ||
| 07 | Halifax (United Kingdom bank) | Business & Career | 13.43× | ||
| 08 | Travelodge | Travel & Leisure | 12.85× | ||
| 09 | H. Samuel | Fashion & Accessoires | 12.14× | ||
| 10 | Eurostar | Cars & Mobility | 10.86× | ||
| 11 | Vistaprint | Business & Career | 10.32× | ||
| 12 | Naked Wines | Food & Beverages | 9.95× | ||
| 13 | Virgin Experience Days | Home & Garden | 9.93× | ||
| 14 | Scottish Widows | Business & Career | 9.46× | ||
| 15 | Studio | Home & Garden | 8.62× | ||
| 16 | HSBC | Business & Career | 7.71× | ||
| 17 | Moonpig | Home & Garden | 6.95× | ||
| 18 | Barclays | Business & Career | 6.90× | ||
| 19 | Mountain Warehouse | Fashion & Accessoires | 5.65× | ||
| 20 | Toolstation | Home & Garden | 4.89× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.59× | |
| Travelling | THRILL | 1.56× | |
| Need for Security | CONSERVATISM | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.91× | |
| DIY Mentality | THRILL | 0.95× | |
| Pet Ownership | JOY | 0.96× |
Nationwide Building Society's target market in United Kingdom covers an estimated 4,348,838 people, concentrated in England and South East.
59.0% of the Nationwide Building Society audience are female, 41.0% are male, with an average age of 46.2 years.
Nationwide Building Society fans show strongest brand affinity for Halifax (United Kingdom bank) (13.43×), Travelodge (12.85×), and Santander Bank (22.7×) over the country average.
Nationwide Building Society fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~600K), and East of England (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Nationwide Building Society itself, the audience over-indexes on Travelodge (12.85×), Santander Bank (22.7×), Scottish Widows (9.46×), and Eurostar (10.86×) 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 Nationwide Building Society. 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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