A data profile of the people who buy, follow and care about Popular culture in United Kingdom — modelled from more than twelve digital signal sources. Popular culture has an estimated audience of 16,028,580 people in United Kingdom.
The average Popular culture fan in United Kingdom is 42.2 years old, more female, and lives primarily in England.
The audience is concentrated in England, Scotland, South East.
Top brand affinities include Wikipedia, Hobby, William Hill (bookmaker), with strongest over-indexing on Wikipedia (2.71× the country average).
Demographically, the Popular culture audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Patriotism, 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 Popular culture fan in United Kingdom is more female, around 42.2 years old, with strong Patriotism tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Popular culture profile in United Kingdom.
57.7% are female, 42.3% are male, average age 42.2.
| Metric | Value |
|---|---|
| Female | 57.7% |
| Male | 42.3% |
| Average age | 42.2 |
| Estimated audience size | 16,028,580 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 28% |
of the worldwide Popular culture audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 23.2% |
| China | 7.1% |
| India | 5.6% |
Where the Popular culture audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~3M | 1.92× | |
| 02 | West Midlands | ~900K | 1.37× | |
| 03 | Yorkshire and the Humber | ~1.5M | 1.25× | |
| 04 | East of England | ~1.5M | 1.10× | |
| 05 | North East | ~600K | 1.03× | |
| 06 | South East | ~2M | 0.97× | |
| 07 | East Midlands | ~1M | 0.95× | |
| 08 | South West | ~1M | 0.87× | |
| 09 | Wales | ~700K | 0.81× | |
| 10 | Northern Ireland | ~400K | 0.75× | |
| 11 | England | ~10M | 0.70× | |
| 12 | North West | ~1M | 0.64× |
The strongest cross-interests of the Popular culture audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Flightradar24 | Travel & Leisure | 3.60× | ||
| 02 | Wikipedia | Internet & Social Media | 2.71× | ||
| 03 | Sketch comedy | Movies & TV | 2.45× | ||
| 04 | Alexandra Daddario | Movies & TV | 2.31× | ||
| 05 | Margot Robbie | Movies & TV | 2.22× | ||
| 06 | Pierce Brosnan | Movies & TV | 2.16× | ||
| 07 | Adoption | Kids & Family | 2.13× | ||
| 08 | Satire | Literature | 1.92× | ||
| 09 | Esso | Cars & Mobility | 1.62× | ||
| 10 | Risk management | Business & Career | 1.62× | ||
| 11 | Political science | Business & Career | 1.62× | ||
| 12 | Refrigerator | Home & Garden | 1.59× | ||
| 13 | Betfair | Games | 1.59× | ||
| 14 | Hobby | Home & Garden | 1.58× | ||
| 15 | William Hill (bookmaker) | Games | 1.58× | ||
| 16 | Fish and chips | Food & Beverages | 1.58× | ||
| 17 | Hot tub | Home & Garden | 1.53× | ||
| 18 | Autotrader | Cars & Mobility | 1.52× | ||
| 19 | Leggings | Fashion & Accessoires | 1.52× | ||
| 20 | University | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.20× | |
| Early Adopter Mentality | POWER | 1.16× | |
| Price Sensitivity | PREMIUM | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.78× | |
| Design Affinity | PREMIUM | 0.88× | |
| Sustainability | BALANCE | 0.89× |
Popular culture has an estimated audience of 16,028,580 people in United Kingdom, concentrated in England and Scotland.
57.7% of Popular culture fans are female, 42.3% are male, with an average age of 42.2 years.
Popular culture fans show strongest brand affinity for Wikipedia (2.71×), Hobby (1.58×), and William Hill (bookmaker) (1.58×) over the country average.
Popular culture fans in United Kingdom are most concentrated in England (reach ~10M), Scotland (reach ~3M), and South East (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Popular culture itself, the audience over-indexes on Hobby (1.58×), William Hill (bookmaker) (1.58×), Satire (1.92×), and Autotrader (1.52×) 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 Popular culture. 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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