A data profile of the people who buy, follow and care about Pension in United Kingdom — modelled from more than twelve digital signal sources. Pension has an estimated audience of 5,618,693 people in United Kingdom.
The average Pension fan in United Kingdom is 53.2 years old, more female, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include Scottish Widows, Retirement, Retirement planning, with strongest over-indexing on Scottish Widows (3.61× the country average).
Demographically, the Pension audience skews more female with an average age of 53.2, and over-indexes on personality traits such as Patriotism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Pension fan in United Kingdom is more female, around 53.2 years old, with strong Patriotism tendencies and a notable affinity for Scottish Widows.
The key figures that characterise the Pension profile in United Kingdom.
57.7% are female, 42.3% are male, average age 53.2.
| Metric | Value |
|---|---|
| Female | 57.7% |
| Male | 42.3% |
| Average age | 53.2 |
| Estimated audience size | 5,618,693 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 1% | |
| 20-29 | 5% | |
| 30-39 | 9% | |
| 40-49 | 20% | |
| 50+ | 64% |
of the worldwide Pension audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.3% |
| United Kingdom | 7.8% |
| Brazil | 7.0% |
Where the Pension audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Midlands | ~500K | 1.36× | |
| 02 | North West | ~800K | 1.28× | |
| 03 | England | ~4M | 1.23× | |
| 04 | North East | ~200K | 1.13× | |
| 05 | South West | ~500K | 1.10× | |
| 06 | Wales | ~300K | 1.03× | |
| 07 | East of England | ~500K | 0.97× | |
| 08 | Scotland | ~500K | 0.93× | |
| 09 | Yorkshire and the Humber | ~400K | 0.91× | |
| 10 | South East | ~600K | 0.82× | |
| 11 | Northern Ireland | ~100K | 0.81× | |
| 12 | West Midlands | ~200K | 0.77× | |
| 13 | Greater London | ~500K | 0.68× |
The strongest cross-interests of the Pension audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pensions in the United Kingdom | Business & Career | 6.71× | ||
| 02 | Standard Life | Business & Career | 4.30× | ||
| 03 | Retirement | Business & Career | 4.05× | ||
| 04 | Retirement planning | Business & Career | 3.74× | ||
| 05 | Scottish Widows | Business & Career | 3.61× | ||
| 06 | Pensioner | Business & Career | 3.40× | ||
| 07 | Home equity | Home & Garden | 3.35× | ||
| 08 | Retirement age | Business & Career | 2.60× | ||
| 09 | Financial adviser | Business & Career | 2.52× | ||
| 10 | Retirement community | Kids & Family | 2.35× | ||
| 11 | Old age | Politics & Society | 2.17× | ||
| 12 | Martin Lewis | Movies & TV | 2.09× | ||
| 13 | U.K. | Music & Radio | 1.84× | ||
| 14 | Local news | News | 1.83× | ||
| 15 | National Lottery (Ireland) | Games | 1.74× | ||
| 16 | British Gas | Home & Garden | 1.68× | ||
| 17 | Melania Trump | Politics & Society | 1.56× | ||
| 18 | Breaking news | Movies & TV | 1.55× | ||
| 19 | We Buy Any Car | Cars & Mobility | 1.55× | ||
| 20 | National Lottery (United Kingdom) | Games | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.21× | |
| Need for Security | CONSERVATISM | 1.21× | |
| Family Orientation | CONSERVATISM | 1.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.63× | |
| Extroversion | THRILL | 0.65× | |
| Luxury Orientation | PREMIUM | 0.68× |
Pension has an estimated audience of 5,618,693 people in United Kingdom, concentrated in England and North West.
57.7% of Pension fans are female, 42.3% are male, with an average age of 53.2 years.
Pension fans show strongest brand affinity for Scottish Widows (3.61×), Retirement (4.05×), and Retirement planning (3.74×) over the country average.
Pension fans in United Kingdom are most concentrated in England (reach ~4M), North West (reach ~800K), and South East (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Pension itself, the audience over-indexes on Retirement (4.05×), Retirement planning (3.74×), National Lottery (Ireland) (1.74×), and Local news (1.83×) 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 Pension. 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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