A data profile of the people who buy, follow and care about Non-fiction books in United Kingdom — modelled from more than twelve digital signal sources. Non-fiction books has an estimated audience of 3,720,159 people in United Kingdom.
The average Non-fiction books fan in United Kingdom is 45.0 years old, more female, and lives primarily in Scotland.
The audience is concentrated in Scotland, South East, East of England.
Top brand affinities include E-book readers, New-adult fiction, Book discussion club, with strongest over-indexing on E-book readers (9.52× the country average).
Demographically, the Non-fiction books audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Design Affinity, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Non-fiction books fan in United Kingdom is more female, around 45.0 years old, with strong Design Affinity tendencies and a notable affinity for E-book readers.
The key figures that characterise the Non-fiction books profile in United Kingdom.
64.7% are female, 35.3% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 64.7% |
| Male | 35.3% |
| Average age | 45.0 |
| Estimated audience size | 3,720,159 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 21% | |
| 50+ | 37% |
of the worldwide Non-fiction books audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 16.6% |
| Japan | 8.0% |
| India | 5.1% |
Where the Non-fiction books audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~600K | 1.64× | |
| 02 | Northern Ireland | ~200K | 1.57× | |
| 03 | Wales | ~300K | 1.35× | |
| 04 | West Midlands | ~200K | 0.97× | |
| 05 | Yorkshire and the Humber | ~300K | 0.88× | |
| 06 | East of England | ~300K | 0.87× | |
| 07 | North East | ~100K | 0.86× | |
| 08 | South East | ~400K | 0.84× | |
| 09 | East Midlands | ~200K | 0.79× | |
| 10 | South West | ~200K | 0.75× | |
| 11 | North West | ~300K | 0.67× |
The strongest cross-interests of the Non-fiction books audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | New-adult fiction | Literature | 13.19× | ||
| 02 | Public library | Literature | 10.46× | ||
| 03 | E-book readers | Technology & Electronics | 9.52× | ||
| 04 | Book discussion club | Literature | 9.18× | ||
| 05 | Roots reggae | Music & Radio | 8.62× | ||
| 06 | Contemporary romance | Literature | 8.19× | ||
| 07 | Women's fiction | Literature | 7.82× | ||
| 08 | Browser games | Games | 7.82× | ||
| 09 | Western swing | Music & Radio | 7.78× | ||
| 10 | Narrative | Literature | 6.92× | ||
| 11 | Tabletop game | Games | 6.70× | ||
| 12 | Creative writing | Business & Career | 6.43× | ||
| 13 | Detective fiction | Literature | 6.00× | ||
| 14 | Manga | Literature | 4.58× | ||
| 15 | Novel | Literature | 3.86× | ||
| 16 | Fiction books | Literature | 3.66× | ||
| 17 | Waterstones | Literature | 3.58× | ||
| 18 | Self care | Health | 3.42× | ||
| 19 | Superman | Movies & TV | 2.91× | ||
| 20 | Charity and causes | Business & Career | 2.91× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.52× | |
| Mindfulness | BALANCE | 2.23× | |
| Community Orientation | OPEN | 1.91× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.70× | |
| Family Orientation | CONSERVATISM | 1.09× | |
| Patriotism | CONSERVATISM | 1.10× |
Non-fiction books has an estimated audience of 3,720,159 people in United Kingdom, concentrated in Scotland and South East.
64.7% of Non-fiction books fans are female, 35.3% are male, with an average age of 45.0 years.
Non-fiction books fans show strongest brand affinity for E-book readers (9.52×), New-adult fiction (13.19×), and Book discussion club (9.18×) over the country average.
Non-fiction books fans in United Kingdom are most concentrated in Scotland (reach ~600K), South East (reach ~400K), and East of England (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Non-fiction books itself, the audience over-indexes on New-adult fiction (13.19×), Book discussion club (9.18×), Public library (10.46×), and Contemporary romance (8.19×) 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 Non-fiction books. 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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