A data profile of the people who buy, follow and care about Property in United Kingdom — modelled from more than twelve digital signal sources. Property has an estimated audience of 13,774,569 people in United Kingdom.
The average Property fan in United Kingdom is 43.7 years old, more female, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Kitchen, Hobby, Wikipedia, with strongest over-indexing on Kitchen (1.7× the country average).
Demographically, the Property audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Quality Awareness, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Property fan in United Kingdom is more female, around 43.7 years old, with strong Quality Awareness tendencies and a notable affinity for Kitchen.
The key figures that characterise the Property profile in United Kingdom.
58.6% are female, 41.4% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 58.6% |
| Male | 41.4% |
| Average age | 43.7 |
| Estimated audience size | 13,774,569 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 25% | |
| 50+ | 29% |
of the worldwide Property audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 23.2% |
| United Kingdom | 6.0% |
| Australia | 3.6% |
Where the Property audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Ireland | ~700K | 1.66× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.44× | |
| 03 | West Midlands | ~800K | 1.43× | |
| 04 | North East | ~700K | 1.24× | |
| 05 | East of England | ~1.5M | 1.06× | |
| 06 | Wales | ~800K | 0.97× | |
| 07 | Scotland | ~1M | 0.92× | |
| 08 | South West | ~900K | 0.82× | |
| 09 | East Midlands | ~700K | 0.77× | |
| 10 | South East | ~1.5M | 0.73× | |
| 11 | North West | ~800K | 0.51× | |
| 12 | England | ~5.5M | 0.44× |
The strongest cross-interests of the Property audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Real property | Home & Garden | 3.00× | ||
| 02 | Drinking establishment | Food & Beverages | 2.92× | ||
| 03 | Esso | Cars & Mobility | 2.50× | ||
| 04 | Risk management | Business & Career | 2.43× | ||
| 05 | Mobile home | Cars & Mobility | 2.38× | ||
| 06 | Starter home | Home & Garden | 2.34× | ||
| 07 | Refrigerator | Home & Garden | 2.28× | ||
| 08 | Hot tub | Home & Garden | 2.28× | ||
| 09 | Wikipedia | Internet & Social Media | 2.27× | ||
| 10 | Mortgage calculator | Home & Garden | 2.15× | ||
| 11 | Internet & Social Media | 1.96× | |||
| 12 | Volunteering | Politics & Society | 1.89× | ||
| 13 | Hobby | Home & Garden | 1.82× | ||
| 14 | Renovation | Home & Garden | 1.81× | ||
| 15 | William Hill (bookmaker) | Games | 1.76× | ||
| 16 | Kitchen | Home & Garden | 1.70× | ||
| 17 | Distilled beverage | Food & Beverages | 1.66× | ||
| 18 | Aldi | Shopping | 1.59× | ||
| 19 | Home Appliances | Home & Garden | 1.57× | ||
| 20 | Ryanair | Travel & Leisure | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.41× | |
| Individualism | JOY | 1.33× | |
| DIY Mentality | THRILL | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.86× | |
| Community Orientation | OPEN | 0.87× | |
| Early Adopter Mentality | POWER | 0.93× |
Property has an estimated audience of 13,774,569 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
58.6% of Property fans are female, 41.4% are male, with an average age of 43.7 years.
Property fans show strongest brand affinity for Kitchen (1.7×), Hobby (1.82×), and Wikipedia (2.27×) over the country average.
Property fans in United Kingdom are most concentrated in England (reach ~5.5M), Yorkshire and the Humber (reach ~1.5M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Property itself, the audience over-indexes on Hobby (1.82×), Wikipedia (2.27×), WhatsApp (1.96×), and Real property (3×) 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 Property. 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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