A data profile of the people who buy, follow and care about New Year's Day in United Kingdom — modelled from more than twelve digital signal sources. New Year's Day has an estimated audience of 6,326,779 people in United Kingdom.
The average New Year's Day fan in United Kingdom is 44.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include David Walliams, Scotland national rugby union team, Brit Awards, with strongest over-indexing on David Walliams (9.73× the country average).
Demographically, the New Year's Day audience skews more female with an average age of 44.9, and over-indexes on personality traits such as Quality Awareness, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical New Year's Day fan in United Kingdom is more female, around 44.9 years old, with strong Quality Awareness tendencies and a notable affinity for David Walliams.
The key figures that characterise the New Year's Day profile in United Kingdom.
70.4% are female, 29.6% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 70.4% |
| Male | 29.6% |
| Average age | 44.9 |
| Estimated audience size | 6,326,779 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 35% |
of the worldwide New Year's Day audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 22.9% |
| Japan | 5.8% |
| United Kingdom | 5.3% |
Where the New Year's Day audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~400K | 1.44× | |
| 02 | Yorkshire and the Humber | ~700K | 1.38× | |
| 03 | Northern Ireland | ~200K | 1.24× | |
| 04 | North East | ~300K | 1.19× | |
| 05 | East of England | ~600K | 1.10× | |
| 06 | Wales | ~400K | 1.07× | |
| 07 | Scotland | ~600K | 0.99× | |
| 08 | South East | ~800K | 0.93× | |
| 09 | South West | ~400K | 0.79× | |
| 10 | East Midlands | ~300K | 0.75× | |
| 11 | England | ~4M | 0.70× | |
| 12 | North West | ~300K | 0.43× |
The strongest cross-interests of the New Year's Day audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Scotland national rugby union team | Sports | 10.72× | ||
| 02 | World Book Day | Literature | 10.69× | ||
| 03 | David Walliams | Movies & TV | 9.73× | ||
| 04 | Brit Awards | Music & Radio | 9.65× | ||
| 05 | Wales national rugby union team | Sports | 9.17× | ||
| 06 | Rugby Football League | Sports | 8.82× | ||
| 07 | Wales national football team | Sports | 8.33× | ||
| 08 | Trello | Internet & Social Media | 8.23× | ||
| 09 | Alan Carr | Movies & TV | 7.83× | ||
| 10 | New Year's Eve | Home & Garden | 6.05× | ||
| 11 | Bank holiday | Politics & Society | 4.89× | ||
| 12 | Legoland Windsor Resort | Travel & Leisure | 4.68× | ||
| 13 | Volunteering | Politics & Society | 2.29× | ||
| 14 | Daily Star (United Kingdom) | News | 2.16× | ||
| 15 | Refrigerator | Home & Garden | 2.15× | ||
| 16 | Aldi | Shopping | 1.77× | ||
| 17 | Hobby | Home & Garden | 1.76× | ||
| 18 | Internet & Social Media | 1.74× | |||
| 19 | Kitchen | Home & Garden | 1.61× | ||
| 20 | Politics | Politics & Society | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.31× | |
| Need for Security | CONSERVATISM | 1.27× | |
| Convenience Orientation | PREMIUM | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.81× | |
| Community Orientation | OPEN | 0.83× | |
| Early Adopter Mentality | POWER | 0.83× |
New Year's Day has an estimated audience of 6,326,779 people in United Kingdom, concentrated in England and South East.
70.4% of New Year's Day fans are female, 29.6% are male, with an average age of 44.9 years.
New Year's Day fans show strongest brand affinity for David Walliams (9.73×), Scotland national rugby union team (10.72×), and Brit Awards (9.65×) over the country average.
New Year's Day fans in United Kingdom are most concentrated in England (reach ~4M), South East (reach ~800K), and Yorkshire and the Humber (reach ~700K). These three regions account for the largest share of the active audience.
Beyond New Year's Day itself, the audience over-indexes on Scotland national rugby union team (10.72×), Brit Awards (9.65×), Alan Carr (7.83×), and New Year's Eve (6.05×) 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 Year's Day. 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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