A data profile of the people who buy, follow and care about New Zealand in United Kingdom — modelled from more than twelve digital signal sources. New Zealand has an estimated audience of 4,834,146 people in United Kingdom.
The average New Zealand fan in United Kingdom is 45.3 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Screwfix, Auckland, Creative Commons, with strongest over-indexing on Screwfix (1.52× the country average).
Demographically, the New Zealand audience skews balanced with an average age of 45.3, and over-indexes on personality traits such as Patriotism, 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 Zealand fan in United Kingdom is balanced, around 45.3 years old, with strong Patriotism tendencies and a notable affinity for Screwfix.
The key figures that characterise the New Zealand profile in United Kingdom.
54.3% are female, 45.7% are male, average age 45.3.
| Metric | Value |
|---|---|
| Female | 54.3% |
| Male | 45.7% |
| Average age | 45.3 |
| Estimated audience size | 4,834,146 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 36% |
of the worldwide New Zealand audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.8% |
| Australia | 12.1% |
| United Kingdom | 7.2% |
Where the New Zealand audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~300K | 1.32× | |
| 02 | Yorkshire and the Humber | ~500K | 1.26× | |
| 03 | East of England | ~500K | 1.12× | |
| 04 | Wales | ~300K | 1.11× | |
| 05 | Scotland | ~500K | 1.07× | |
| 06 | South East | ~700K | 1.05× | |
| 07 | North East | ~200K | 1.01× | |
| 08 | South West | ~400K | 0.99× | |
| 09 | Northern Ireland | ~100K | 0.96× | |
| 10 | England | ~3.5M | 0.85× | |
| 11 | East Midlands | ~300K | 0.78× | |
| 12 | North West | ~200K | 0.48× |
The strongest cross-interests of the New Zealand audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Da Nang International Airport | Travel & Leisure | 7.93× | ||
| 02 | Vietnamese alphabet | Politics & Society | 7.93× | ||
| 03 | VietJet Air | Travel & Leisure | 7.11× | ||
| 04 | Vietnam Airlines | Travel & Leisure | 5.91× | ||
| 05 | Auckland | Travel & Leisure | 3.91× | ||
| 06 | New Zealand English | Politics & Society | 3.77× | ||
| 07 | Polynesia | Travel & Leisure | 3.70× | ||
| 08 | Mitch McConnell | Politics & Society | 2.33× | ||
| 09 | Combine harvester | Business & Career | 2.15× | ||
| 10 | Papua New Guinea | Travel & Leisure | 2.01× | ||
| 11 | Mongolia | Travel & Leisure | 2.01× | ||
| 12 | Oceania | Travel & Leisure | 1.77× | ||
| 13 | Creative Commons | Technology & Electronics | 1.76× | ||
| 14 | Canberra | Travel & Leisure | 1.76× | ||
| 15 | Benjamin Netanyahu | Politics & Society | 1.76× | ||
| 16 | Seven Sisters | Music & Radio | 1.61× | ||
| 17 | Power tool | Home & Garden | 1.55× | ||
| 18 | Melania Trump | Politics & Society | 1.53× | ||
| 19 | Screwfix | Home & Garden | 1.52× | ||
| 20 | Mechanical engineering | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.41× | |
| Need for Security | CONSERVATISM | 1.11× | |
| Spirituality | BALANCE | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.77× | |
| Luxury Orientation | PREMIUM | 0.78× | |
| Indulgence | JOY | 0.83× |
New Zealand has an estimated audience of 4,834,146 people in United Kingdom, concentrated in England and South East.
54.3% of New Zealand fans are female, 45.7% are male, with an average age of 45.3 years.
New Zealand fans show strongest brand affinity for Screwfix (1.52×), Auckland (3.91×), and Creative Commons (1.76×) over the country average.
New Zealand fans in United Kingdom are most concentrated in England (reach ~3.5M), South East (reach ~700K), and East of England (reach ~500K). These three regions account for the largest share of the active audience.
Beyond New Zealand itself, the audience over-indexes on Auckland (3.91×), Creative Commons (1.76×), Melania Trump (1.53×), and Polynesia (3.7×) 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 Zealand. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.