A data profile of the people who buy, follow and care about Outdoors in United Kingdom — modelled from more than twelve digital signal sources. Outdoors has an estimated audience of 4,182,270 people in United Kingdom.
The average Outdoors fan in United Kingdom is 39.7 years old, balanced, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include Boating, Extreme sport, Outdoor enthusiast, with strongest over-indexing on Boating (3.27× the country average).
Demographically, the Outdoors audience skews balanced with an average age of 39.7, and over-indexes on personality traits such as Risk Appetite, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Outdoors fan in United Kingdom is balanced, around 39.7 years old, with strong Risk Appetite tendencies and a notable affinity for Boating.
The key figures that characterise the Outdoors profile in United Kingdom.
52.4% are female, 47.6% are male, average age 39.7.
| Metric | Value |
|---|---|
| Female | 52.4% |
| Male | 47.6% |
| Average age | 39.7 |
| Estimated audience size | 4,182,270 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 22% | |
| 30-39 | 21% | |
| 40-49 | 21% | |
| 50+ | 20% |
of the worldwide Outdoors audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 22.9% |
| Japan | 13.4% |
| China | 10.4% |
Where the Outdoors audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~600K | 1.44× | |
| 02 | Scotland | ~400K | 1.19× | |
| 03 | South West | ~400K | 1.19× | |
| 04 | East Midlands | ~300K | 1.17× | |
| 05 | Wales | ~300K | 1.15× | |
| 06 | East of England | ~400K | 0.99× | |
| 07 | North East | ~100K | 0.91× | |
| 08 | Northern Ireland | ~100K | 0.89× | |
| 09 | South East | ~500K | 0.87× | |
| 10 | Greater London | ~500K | 0.87× | |
| 11 | Yorkshire and the Humber | ~300K | 0.83× | |
| 12 | England | ~3M | 0.77× | |
| 13 | West Midlands | ~100K | 0.73× |
The strongest cross-interests of the Outdoors audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Turkey hunting | Sports | 5.32× | ||
| 02 | White wine | Food & Beverages | 4.17× | ||
| 03 | Windsurfing | Sports | 3.64× | ||
| 04 | Extreme sport | Sports | 3.40× | ||
| 05 | Boating | Travel & Leisure | 3.27× | ||
| 06 | Nature photography | Technology & Electronics | 2.90× | ||
| 07 | Wildlife photography | Technology & Electronics | 2.90× | ||
| 08 | Career development | Business & Career | 2.61× | ||
| 09 | Outdoor enthusiast | Sports | 2.55× | ||
| 10 | Adventure travel | Travel & Leisure | 2.55× | ||
| 11 | David Attenborough | Movies & TV | 2.16× | ||
| 12 | Local food | Food & Beverages | 1.96× | ||
| 13 | Fine art | Business & Career | 1.82× | ||
| 14 | EasyJet | Travel & Leisure | 1.80× | ||
| 15 | Donald Trump | Politics & Society | 1.80× | ||
| 16 | Renovation | Home & Garden | 1.69× | ||
| 17 | Small business | Business & Career | 1.68× | ||
| 18 | Airbnb | Travel & Leisure | 1.59× | ||
| 19 | Science | Business & Career | 1.55× | ||
| 20 | Wine | Food & Beverages | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.84× | |
| Sustainability | BALANCE | 1.66× | |
| Design Affinity | PREMIUM | 1.48× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.80× | |
| Family Orientation | CONSERVATISM | 0.85× | |
| Spirituality | BALANCE | 0.92× |
Outdoors has an estimated audience of 4,182,270 people in United Kingdom, concentrated in England and North West.
52.4% of Outdoors fans are female, 47.6% are male, with an average age of 39.7 years.
Outdoors fans show strongest brand affinity for Boating (3.27×), Extreme sport (3.4×), and Outdoor enthusiast (2.55×) over the country average.
Outdoors fans in United Kingdom are most concentrated in England (reach ~3M), North West (reach ~600K), and South East (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Outdoors itself, the audience over-indexes on Extreme sport (3.4×), Outdoor enthusiast (2.55×), Turkey hunting (5.32×), and Nature photography (2.9×) 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 Outdoors. 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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