A data profile of the people who buy, follow and care about Popular music in United Kingdom — modelled from more than twelve digital signal sources. Popular music has an estimated audience of 13,635,567 people in United Kingdom.
The average Popular music fan in United Kingdom is 40.2 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Wikipedia, Hobby, William Hill (bookmaker), with strongest over-indexing on Wikipedia (2.53× the country average).
Demographically, the Popular music audience skews balanced with an average age of 40.2, and over-indexes on personality traits such as Early Adopter Mentality, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Popular music fan in United Kingdom is balanced, around 40.2 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Popular music profile in United Kingdom.
52.6% are female, 47.4% are male, average age 40.2.
| Metric | Value |
|---|---|
| Female | 52.6% |
| Male | 47.4% |
| Average age | 40.2 |
| Estimated audience size | 13,635,567 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 20% | |
| 30-39 | 18% | |
| 40-49 | 20% | |
| 50+ | 24% |
of the worldwide Popular music audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.9% |
| Japan | 6.5% |
| China | 6.1% |
Where the Popular music audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~800K | 1.34× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.29× | |
| 03 | East of England | ~1.5M | 1.09× | |
| 04 | North East | ~600K | 1.07× | |
| 05 | Wales | ~800K | 1.06× | |
| 06 | Northern Ireland | ~400K | 1.05× | |
| 07 | Scotland | ~1M | 1.01× | |
| 08 | South East | ~2M | 0.97× | |
| 09 | South West | ~1M | 0.89× | |
| 10 | East Midlands | ~800K | 0.87× | |
| 11 | England | ~10M | 0.84× | |
| 12 | North West | ~900K | 0.63× |
The strongest cross-interests of the Popular music audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 2.53× | ||
| 02 | Sketch comedy | Movies & TV | 2.38× | ||
| 03 | Livemusic | Music & Radio | 2.22× | ||
| 04 | Satire | Literature | 2.12× | ||
| 05 | Adoption | Kids & Family | 2.11× | ||
| 06 | Internet celebrity | Internet & Social Media | 1.98× | ||
| 07 | Esso | Cars & Mobility | 1.97× | ||
| 08 | Innovation | Business & Career | 1.96× | ||
| 09 | Fish and chips | Food & Beverages | 1.91× | ||
| 10 | William Hill (bookmaker) | Games | 1.78× | ||
| 11 | Betfair | Games | 1.77× | ||
| 12 | Risk management | Business & Career | 1.77× | ||
| 13 | Hobby | Home & Garden | 1.74× | ||
| 14 | Hot tub | Home & Garden | 1.73× | ||
| 15 | Refrigerator | Home & Garden | 1.69× | ||
| 16 | Mobile home | Cars & Mobility | 1.61× | ||
| 17 | Real property | Home & Garden | 1.61× | ||
| 18 | Volunteering | Politics & Society | 1.59× | ||
| 19 | Distilled beverage | Food & Beverages | 1.54× | ||
| 20 | Mother's Day | Kids & Family | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.44× | |
| Risk Appetite | THRILL | 1.43× | |
| Patriotism | CONSERVATISM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.82× | |
| Community Orientation | OPEN | 0.92× | |
| Family Orientation | CONSERVATISM | 0.92× |
Popular music has an estimated audience of 13,635,567 people in United Kingdom, concentrated in England and South East.
52.6% of Popular music fans are female, 47.4% are male, with an average age of 40.2 years.
Popular music fans show strongest brand affinity for Wikipedia (2.53×), Hobby (1.74×), and William Hill (bookmaker) (1.78×) over the country average.
Popular music fans in United Kingdom are most concentrated in England (reach ~10M), South East (reach ~2M), and Yorkshire and the Humber (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Popular music itself, the audience over-indexes on Hobby (1.74×), William Hill (bookmaker) (1.78×), Livemusic (2.22×), and Distilled beverage (1.54×) 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 music. 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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