A data profile of the people who buy, follow and care about Northern Ireland in United Kingdom — modelled from more than twelve digital signal sources. Northern Ireland has an estimated audience of 4,027,794 people in United Kingdom.
The average Northern Ireland fan in United Kingdom is 41.3 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 Public transport, Hardware store, Non-alcoholic beverage, with strongest over-indexing on Public transport (1.61× the country average).
Demographically, the Northern Ireland audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Tradition, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Northern Ireland fan in United Kingdom is more female, around 41.3 years old, with strong Tradition tendencies and a notable affinity for Public transport.
The key figures that characterise the Northern Ireland profile in United Kingdom.
55.5% are female, 44.5% are male, average age 41.3.
| Metric | Value |
|---|---|
| Female | 55.5% |
| Male | 44.5% |
| Average age | 41.3 |
| Estimated audience size | 4,027,794 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 24% |
of the worldwide Northern Ireland audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 56.1% |
| Ireland | 17.3% |
| United States | 9.7% |
Where the Northern Ireland audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Ireland | ~400K | 3.42× | |
| 02 | West Midlands | ~300K | 1.46× | |
| 03 | Yorkshire and the Humber | ~400K | 1.37× | |
| 04 | North East | ~200K | 1.20× | |
| 05 | East of England | ~400K | 1.05× | |
| 06 | South East | ~500K | 0.94× | |
| 07 | South West | ~200K | 0.73× | |
| 08 | East Midlands | ~200K | 0.73× | |
| 09 | North West | ~200K | 0.56× | |
| 10 | Scotland | ~100K | 0.28× | |
| 11 | Wales | ~40K | 0.19× | |
| 12 | England | ~500K | 0.14× |
The strongest cross-interests of the Northern Ireland audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Public security | Politics & Society | 2.57× | ||
| 02 | Sandra Bullock | Movies & TV | 2.45× | ||
| 03 | Irish whiskey | Food & Beverages | 2.05× | ||
| 04 | Tanning lamp | Beauty & Wellness | 1.97× | ||
| 05 | Hardware store | Home & Garden | 1.90× | ||
| 06 | Filling station | Cars & Mobility | 1.90× | ||
| 07 | Automobile repair shop | Cars & Mobility | 1.86× | ||
| 08 | Tobacco | Food & Beverages | 1.84× | ||
| 09 | Monopoly (game) | Games | 1.77× | ||
| 10 | Jet ski | Sports | 1.71× | ||
| 11 | Channing Tatum | Movies & TV | 1.68× | ||
| 12 | Fanatics | Fashion & Accessoires | 1.66× | ||
| 13 | Mineral water | Food & Beverages | 1.65× | ||
| 14 | Conor McGregor | Sports | 1.64× | ||
| 15 | Ryan Gosling | Movies & TV | 1.63× | ||
| 16 | Public transport | Cars & Mobility | 1.61× | ||
| 17 | Fertilizer | Home & Garden | 1.58× | ||
| 18 | Employment agency | Business & Career | 1.52× | ||
| 19 | Non-alcoholic beverage | Food & Beverages | 1.51× | ||
| 20 | Keanu Reeves | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.36× | |
| Convenience Orientation | PREMIUM | 1.33× | |
| Career Orientation | POWER | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.67× | |
| Risk Appetite | THRILL | 0.69× | |
| Design Affinity | PREMIUM | 0.69× |
Northern Ireland has an estimated audience of 4,027,794 people in United Kingdom, concentrated in England and South East.
55.5% of Northern Ireland fans are female, 44.5% are male, with an average age of 41.3 years.
Northern Ireland fans show strongest brand affinity for Public transport (1.61×), Hardware store (1.9×), and Non-alcoholic beverage (1.51×) over the country average.
Northern Ireland fans in United Kingdom are most concentrated in England (reach ~500K), South East (reach ~500K), and Yorkshire and the Humber (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Northern Ireland itself, the audience over-indexes on Hardware store (1.9×), Non-alcoholic beverage (1.51×), Public security (2.57×), and Sandra Bullock (2.45×) 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 Northern Ireland. 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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