A data profile of the people who buy, follow and care about Nowness in United Kingdom — modelled from more than twelve digital signal sources. Nowness has an estimated audience of 386,087 people in United Kingdom.
The average Nowness fan in United Kingdom is 44.6 years old, more female, and lives primarily in England.
The audience is concentrated in England, Scotland, Wales.
Top brand affinities include Wikipedia, Alexandra Daddario, Art museum, with strongest over-indexing on Wikipedia (7.52× the country average).
Demographically, the Nowness audience skews more female with an average age of 44.6, and over-indexes on personality traits such as Early Adopter Mentality, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 4 regions tracked by Rascasse.
The typical Nowness fan in United Kingdom is more female, around 44.6 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Nowness profile in United Kingdom.
67.9% are female, 32.1% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 67.9% |
| Male | 32.1% |
| Average age | 44.6 |
| Estimated audience size | 386,087 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 34% |
Where the Nowness audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~300K | 1.97× | |
| 02 | Scotland | ~30K | 0.96× | |
| 03 | Northern Ireland | ~10K | 0.96× | |
| 04 | Wales | ~20K | 0.93× |
The strongest cross-interests of the Nowness audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Beyond Retro | Shopping | 22.16× | ||
| 02 | Pitbull (rapper) | Music & Radio | 22.08× | ||
| 03 | Shutterstock | Internet & Social Media | 19.01× | ||
| 04 | Alexandra Daddario | Movies & TV | 16.50× | ||
| 05 | Crystal Cruises | Travel & Leisure | 14.84× | ||
| 06 | Elle Fanning | Movies & TV | 12.67× | ||
| 07 | Soho House (club) | Business & Career | 8.56× | ||
| 08 | Wikipedia | Internet & Social Media | 7.52× | ||
| 09 | Cannes Film Festival | Movies & TV | 7.29× | ||
| 10 | Museum of Modern Art | Arts & Culture | 6.51× | ||
| 11 | Art museum | Arts & Culture | 6.10× | ||
| 12 | Contemporary art | Arts & Culture | 4.99× | ||
| 13 | Sketch comedy | Movies & TV | 4.97× | ||
| 14 | Uniqlo | Shopping | 4.76× | ||
| 15 | Esso | Cars & Mobility | 3.32× | ||
| 16 | Rock music | Music & Radio | 2.28× | ||
| 17 | Pop music | Music & Radio | 2.28× | ||
| 18 | Restaurants | Food & Beverages | 1.97× | ||
| 19 | Comedy movies | Movies & TV | 1.93× | ||
| 20 | Cooking | Food & Beverages | 1.91× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 2.75× | |
| Sustainability | BALANCE | 1.92× | |
| Quality Awareness | PREMIUM | 1.80× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.88× | |
| Price Sensitivity | PREMIUM | 0.90× | |
| Extroversion | THRILL | 0.97× |
Nowness has an estimated audience of 386,087 people in United Kingdom, concentrated in England and Scotland.
67.9% of Nowness fans are female, 32.1% are male, with an average age of 44.6 years.
Nowness fans show strongest brand affinity for Wikipedia (7.52×), Alexandra Daddario (16.5×), and Art museum (6.1×) over the country average.
Nowness fans in United Kingdom are most concentrated in England (reach ~300K), Scotland (reach ~30K), and Wales (reach ~20K). These three regions account for the largest share of the active audience.
Beyond Nowness itself, the audience over-indexes on Alexandra Daddario (16.5×), Art museum (6.1×), Elle Fanning (12.67×), and Shutterstock (19.01×) 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 Nowness. 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.
Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.
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