A data profile of the people who buy, follow and care about Online in United Kingdom — modelled from more than twelve digital signal sources. Online has an estimated audience of 3,132,696 people in United Kingdom.
The average Online fan in United Kingdom is 42.7 years old, balanced, and lives primarily in South East.
The audience is concentrated in South East, Yorkshire and the Humber, East of England.
Top brand affinities include Energy, EBay, Breaking news, with strongest over-indexing on Energy (1.55× the country average).
Demographically, the Online audience skews balanced with an average age of 42.7, and over-indexes on personality traits such as Convenience Orientation, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Online fan in United Kingdom is balanced, around 42.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Energy.
The key figures that characterise the Online profile in United Kingdom.
54.8% are female, 45.2% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 54.8% |
| Male | 45.2% |
| Average age | 42.7 |
| Estimated audience size | 3,132,696 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide Online audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 14.4% |
| Japan | 4.6% |
| India | 4.0% |
Where the Online audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~200K | 1.44× | |
| 02 | Yorkshire and the Humber | ~300K | 1.29× | |
| 03 | North East | ~100K | 1.14× | |
| 04 | East of England | ~300K | 1.09× | |
| 05 | South East | ~400K | 0.93× | |
| 06 | South West | ~200K | 0.84× | |
| 07 | East Midlands | ~200K | 0.80× | |
| 08 | North West | ~200K | 0.51× |
The strongest cross-interests of the Online audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Diabetes mellitus awareness | Health | 2.53× | ||
| 02 | Sports nutrition | Food & Beverages | 2.53× | ||
| 03 | Sapphire | Fashion & Accessoires | 2.52× | ||
| 04 | Destination spa | Health | 2.50× | ||
| 05 | Drinking establishment | Food & Beverages | 2.45× | ||
| 06 | Tax refund | Business & Career | 2.39× | ||
| 07 | Ethanol | Health | 2.21× | ||
| 08 | Energy | Home & Garden | 1.55× | ||
| 09 | EBay | Shopping | 1.55× | ||
| 10 | Breaking news | Movies & TV | 1.55× | ||
| 11 | Burger King | Food & Beverages | 1.55× | ||
| 12 | Cider | Food & Beverages | 1.55× | ||
| 13 | Microwave oven | Home & Garden | 1.55× | ||
| 14 | Microsoft | Technology & Electronics | 1.55× | ||
| 15 | Vodafone | Technology & Electronics | 1.55× | ||
| 16 | Convenience store | Food & Beverages | 1.55× | ||
| 17 | 4K resolution | Technology & Electronics | 1.55× | ||
| 18 | Waxing | Beauty & Wellness | 1.53× | ||
| 19 | Cappuccino | Food & Beverages | 1.53× | ||
| 20 | Wikipedia | Internet & Social Media | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.17× | |
| Individualism | JOY | 1.14× | |
| Early Adopter Mentality | POWER | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.84× | |
| Tradition | CONSERVATISM | 0.88× | |
| Community Orientation | OPEN | 0.91× |
Online has an estimated audience of 3,132,696 people in United Kingdom, concentrated in South East and Yorkshire and the Humber.
54.8% of Online fans are female, 45.2% are male, with an average age of 42.7 years.
Online fans show strongest brand affinity for Energy (1.55×), EBay (1.55×), and Breaking news (1.55×) over the country average.
Online fans in United Kingdom are most concentrated in South East (reach ~400K), Yorkshire and the Humber (reach ~300K), and East of England (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Online itself, the audience over-indexes on EBay (1.55×), Breaking news (1.55×), Wikipedia (1.5×), and Drinking establishment (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 Online. 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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