A data profile of the people who buy, follow and care about New media in United Kingdom — modelled from more than twelve digital signal sources. New media has an estimated audience of 3,950,997 people in United Kingdom.
The average New media fan in United Kingdom is 42.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Wikipedia, Superman, YouTube Music, with strongest over-indexing on Wikipedia (6.17× the country average).
Demographically, the New media audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Travelling, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical New media fan in United Kingdom is more female, around 42.9 years old, with strong Travelling tendencies and a notable affinity for Wikipedia.
The key figures that characterise the New media profile in United Kingdom.
56.3% are female, 43.7% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 56.3% |
| Male | 43.7% |
| Average age | 42.9 |
| Estimated audience size | 3,950,997 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide New media audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 28.0% |
| Italy | 8.9% |
| Brazil | 7.0% |
Where the New media audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~3M | 1.49× | |
| 02 | West Midlands | ~200K | 1.15× | |
| 03 | East of England | ~400K | 1.06× | |
| 04 | Yorkshire and the Humber | ~300K | 1.06× | |
| 05 | North East | ~200K | 1.03× | |
| 06 | South West | ~300K | 0.99× | |
| 07 | Wales | ~200K | 0.98× | |
| 08 | Northern Ireland | ~100K | 0.98× | |
| 09 | South East | ~500K | 0.97× | |
| 10 | Scotland | ~300K | 0.97× | |
| 11 | East Midlands | ~300K | 0.97× | |
| 12 | North West | ~400K | 0.88× |
The strongest cross-interests of the New media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Travel Blogger | Travel & Leisure | 6.97× | ||
| 02 | YouTube Music | Internet & Social Media | 6.41× | ||
| 03 | Wikipedia | Internet & Social Media | 6.17× | ||
| 04 | Reggaeton | Music & Radio | 5.18× | ||
| 05 | Cats (musical) | Music & Radio | 5.17× | ||
| 06 | Sketch comedy | Movies & TV | 4.31× | ||
| 07 | Digital art | Arts & Culture | 4.26× | ||
| 08 | Adoption | Kids & Family | 3.84× | ||
| 09 | Superman | Movies & TV | 3.23× | ||
| 10 | Britney Spears | Music & Radio | 3.18× | ||
| 11 | Satire | Literature | 3.12× | ||
| 12 | Livemusic | Music & Radio | 3.12× | ||
| 13 | Philanthropy | Arts & Culture | 3.01× | ||
| 14 | Internet & Social Media | 3.00× | |||
| 15 | Art exhibition | Arts & Culture | 2.89× | ||
| 16 | Activism | Politics & Society | 2.79× | ||
| 17 | Donald Trump | Politics & Society | 2.65× | ||
| 18 | Batman | Movies & TV | 2.36× | ||
| 19 | Hobby | Home & Garden | 2.12× | ||
| 20 | Breaking news | Movies & TV | 2.02× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 2.00× | |
| Individualism | JOY | 1.82× | |
| Pet Ownership | JOY | 1.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.68× | |
| Family Orientation | CONSERVATISM | 0.76× | |
| Price Sensitivity | PREMIUM | 0.83× |
New media has an estimated audience of 3,950,997 people in United Kingdom, concentrated in England and South East.
56.3% of New media fans are female, 43.7% are male, with an average age of 42.9 years.
New media fans show strongest brand affinity for Wikipedia (6.17×), Superman (3.23×), and YouTube Music (6.41×) over the country average.
New media fans in United Kingdom are most concentrated in England (reach ~3M), South East (reach ~500K), and East of England (reach ~400K). These three regions account for the largest share of the active audience.
Beyond New media itself, the audience over-indexes on Superman (3.23×), YouTube Music (6.41×), Donald Trump (2.65×), and Philanthropy (3.01×) 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 New media. 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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