A data profile of the people who buy, follow and care about Outdoor recreation in United Kingdom — modelled from more than twelve digital signal sources. Outdoor recreation has an estimated audience of 31,383,979 people in United Kingdom.
The average Outdoor recreation fan in United Kingdom is 43.5 years old, balanced, and lives primarily in England.
The audience is concentrated in England, East of England, South East.
Top brand affinities include Solitaire, Google Images, Joseph Fiennes, with strongest over-indexing on Solitaire (1.52× the country average).
Demographically, the Outdoor recreation audience skews balanced with an average age of 43.5, and over-indexes on personality traits such as Individualism, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Outdoor recreation fan in United Kingdom is balanced, around 43.5 years old, with strong Individualism tendencies and a notable affinity for Solitaire.
The key figures that characterise the Outdoor recreation profile in United Kingdom.
53.1% are female, 46.9% are male, average age 43.5.
| Metric | Value |
|---|---|
| Female | 53.1% |
| Male | 46.9% |
| Average age | 43.5 |
| Estimated audience size | 31,383,979 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Outdoor recreation audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 23.9% |
| Japan | 9.0% |
| Germany | 5.3% |
Where the Outdoor recreation audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East of England | ~4.5M | 1.82× | |
| 02 | West Midlands | ~2M | 1.35× | |
| 03 | Scotland | ~3M | 1.05× | |
| 04 | Northern Ireland | ~1M | 1.04× | |
| 05 | Wales | ~1.5M | 0.96× | |
| 06 | East Midlands | ~2M | 0.95× | |
| 07 | North East | ~1M | 0.95× | |
| 08 | South West | ~2.5M | 0.93× | |
| 09 | Yorkshire and the Humber | ~2.5M | 0.92× | |
| 10 | North West | ~3M | 0.91× | |
| 11 | England | ~24M | 0.87× | |
| 12 | South East | ~3.5M | 0.86× |
The strongest cross-interests of the Outdoor recreation audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Drambuie | Food & Beverages | 2.71× | ||
| 02 | Edward Scissorhands | Movies & TV | 2.06× | ||
| 03 | Richmond Football Club | Sports | 1.87× | ||
| 04 | UniEuro | Shopping | 1.83× | ||
| 05 | Joseph Fiennes | Movies & TV | 1.68× | ||
| 06 | Google Images | Internet & Social Media | 1.61× | ||
| 07 | Alexis Bledel | Movies & TV | 1.59× | ||
| 08 | Woolworths | Shopping | 1.59× | ||
| 09 | Chicago Marathon | Sports | 1.58× | ||
| 10 | FEI World Equestrian Games | Sports | 1.57× | ||
| 11 | My Hero Academia | Literature | 1.56× | ||
| 12 | Microsoft Surface | Technology & Electronics | 1.56× | ||
| 13 | Ricky Martin | Music & Radio | 1.55× | ||
| 14 | Death Note | Literature | 1.54× | ||
| 15 | Ski touring | Sports | 1.53× | ||
| 16 | Sia | Music & Radio | 1.53× | ||
| 17 | Solitaire | Games | 1.52× | ||
| 18 | Forex Factory | Business & Career | 1.52× | ||
| 19 | Reformation | Politics & Society | 1.52× | ||
| 20 | Saatchi Art | Arts & Culture | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.23× | |
| Early Adopter Mentality | POWER | 1.21× | |
| Sustainability | BALANCE | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.75× | |
| Tradition | CONSERVATISM | 0.79× | |
| Extroversion | THRILL | 0.88× |
Outdoor recreation has an estimated audience of 31,383,979 people in United Kingdom, concentrated in England and East of England.
53.1% of Outdoor recreation fans are female, 46.9% are male, with an average age of 43.5 years.
Outdoor recreation fans show strongest brand affinity for Solitaire (1.52×), Google Images (1.61×), and Joseph Fiennes (1.68×) over the country average.
Outdoor recreation fans in United Kingdom are most concentrated in England (reach ~24M), East of England (reach ~4.5M), and South East (reach ~3.5M). These three regions account for the largest share of the active audience.
Beyond Outdoor recreation itself, the audience over-indexes on Google Images (1.61×), Joseph Fiennes (1.68×), Alexis Bledel (1.59×), and Ski touring (1.53×) 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 Outdoor recreation. 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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