A data profile of the people who buy, follow and care about Online shopping in United Kingdom — modelled from more than twelve digital signal sources. Online shopping has an estimated audience of 35,044,787 people in United Kingdom.
The average Online shopping fan in United Kingdom is 43.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Sex and the City (film), Michelle Williams (actress), Lily Tomlin, with strongest over-indexing on Sex and the City (film) (1.96× the country average).
Demographically, the Online shopping audience skews more female with an average age of 43.8, and over-indexes on personality traits such as DIY Mentality, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Online shopping fan in United Kingdom is more female, around 43.8 years old, with strong DIY Mentality tendencies and a notable affinity for Sex and the City (film).
The key figures that characterise the Online shopping profile in United Kingdom.
59.2% are female, 40.8% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 59.2% |
| Male | 40.8% |
| Average age | 43.8 |
| Estimated audience size | 35,044,787 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Online shopping audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.1% |
| Japan | 5.6% |
| India | 5.5% |
Where the Online shopping audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~26M | 1.25× | |
| 02 | Wales | ~2.5M | 1.16× | |
| 03 | Northern Ireland | ~1.5M | 1.16× | |
| 04 | North West | ~4M | 1.08× | |
| 05 | East Midlands | ~2.5M | 1.00× | |
| 06 | Scotland | ~3M | 0.99× | |
| 07 | South West | ~2.5M | 0.90× | |
| 08 | South East | ~4M | 0.86× | |
| 09 | Greater London | ~4M | 0.86× | |
| 10 | East of England | ~2.5M | 0.86× | |
| 11 | North East | ~1M | 0.86× | |
| 12 | Yorkshire and the Humber | ~2M | 0.77× | |
| 13 | West Midlands | ~1M | 0.73× |
The strongest cross-interests of the Online shopping audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Smiley (singer) | Music & Radio | 2.26× | ||
| 02 | Power Rangers Ninja Storm | Movies & TV | 2.06× | ||
| 03 | Sex and the City (film) | Movies & TV | 1.96× | ||
| 04 | Lily Tomlin | Movies & TV | 1.95× | ||
| 05 | Coco (perfume) | Beauty & Wellness | 1.90× | ||
| 06 | Adairs | Home & Garden | 1.83× | ||
| 07 | Francescafarago | Movies & TV | 1.73× | ||
| 08 | The Knot (Website) | Kids & Family | 1.61× | ||
| 09 | The Public Theater | Arts & Culture | 1.60× | ||
| 10 | Lokmat | News | 1.59× | ||
| 11 | Brian De Palma | Movies & TV | 1.59× | ||
| 12 | Charli D’Amelio | Movies & TV | 1.57× | ||
| 13 | Dixie D'Amelio | Music & Radio | 1.57× | ||
| 14 | Michelle Williams (actress) | Movies & TV | 1.55× | ||
| 15 | City Farmhouse | Home & Garden | 1.55× | ||
| 16 | University of Central Punjab | Business & Career | 1.53× | ||
| 17 | The Bourne Supremacy (film) | Movies & TV | 1.52× | ||
| 18 | Columbia Pictures | Movies & TV | 1.51× | ||
| 19 | L.A. Noire | Games | 1.51× | ||
| 20 | So Ji-sub | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.91× | |
| Creativity | OPEN | 0.90× | |
| Social Media Usage | JOY | 0.89× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.75× | |
| Indulgence | JOY | 0.75× | |
| Tradition | CONSERVATISM | 0.78× |
Online shopping has an estimated audience of 35,044,787 people in United Kingdom, concentrated in England and South East.
59.2% of Online shopping fans are female, 40.8% are male, with an average age of 43.8 years.
Online shopping fans show strongest brand affinity for Sex and the City (film) (1.96×), Michelle Williams (actress) (1.55×), and Lily Tomlin (1.95×) over the country average.
Online shopping fans in United Kingdom are most concentrated in England (reach ~26M), South East (reach ~4M), and North West (reach ~4M). These three regions account for the largest share of the active audience.
Beyond Online shopping itself, the audience over-indexes on Michelle Williams (actress) (1.55×), Lily Tomlin (1.95×), Coco (perfume) (1.9×), and Charli D’Amelio (1.57×) 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 shopping. 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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