A data profile of the people who buy, follow and care about Research in United Kingdom — modelled from more than twelve digital signal sources. Research has an estimated audience of 13,948,559 people in United Kingdom.
The average Research fan in United Kingdom is 44.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Volunteering, Wikipedia, Hobby, with strongest over-indexing on Volunteering (2.66× the country average).
Demographically, the Research audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Sustainability, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Research fan in United Kingdom is more female, around 44.8 years old, with strong Sustainability tendencies and a notable affinity for Volunteering.
The key figures that characterise the Research profile in United Kingdom.
59.7% are female, 40.3% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 59.7% |
| Male | 40.3% |
| Average age | 44.8 |
| Estimated audience size | 13,948,559 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Research audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 22.7% |
| Italy | 4.7% |
| United Kingdom | 4.6% |
Where the Research audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~800K | 1.38× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.29× | |
| 03 | Wales | ~1M | 1.20× | |
| 04 | East of England | ~1.5M | 1.15× | |
| 05 | South East | ~2M | 1.10× | |
| 06 | North East | ~600K | 1.05× | |
| 07 | Northern Ireland | ~400K | 0.97× | |
| 08 | England | ~10M | 0.92× | |
| 09 | Scotland | ~1M | 0.90× | |
| 10 | South West | ~1M | 0.85× | |
| 11 | East Midlands | ~800K | 0.79× | |
| 12 | North West | ~800K | 0.54× |
The strongest cross-interests of the Research audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Volunteering | Politics & Society | 2.66× | ||
| 02 | Wikipedia | Internet & Social Media | 2.66× | ||
| 03 | Adoption | Kids & Family | 2.45× | ||
| 04 | Risk management | Business & Career | 2.27× | ||
| 05 | Sketch comedy | Movies & TV | 2.11× | ||
| 06 | Political science | Business & Career | 2.10× | ||
| 07 | Esso | Cars & Mobility | 2.07× | ||
| 08 | Satire | Literature | 2.05× | ||
| 09 | Mother's Day | Kids & Family | 1.95× | ||
| 10 | Refrigerator | Home & Garden | 1.91× | ||
| 11 | Hot tub | Home & Garden | 1.90× | ||
| 12 | Dentistry | Business & Career | 1.88× | ||
| 13 | Hobby | Home & Garden | 1.84× | ||
| 14 | Internet & Social Media | 1.75× | |||
| 15 | Real property | Home & Garden | 1.71× | ||
| 16 | William Hill (bookmaker) | Games | 1.69× | ||
| 17 | Innovation | Business & Career | 1.69× | ||
| 18 | Mobile home | Cars & Mobility | 1.67× | ||
| 19 | Distilled beverage | Food & Beverages | 1.65× | ||
| 20 | Betfair | Games | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.27× | |
| Healthy Lifestyle | BALANCE | 1.27× | |
| Mindfulness | BALANCE | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.92× | |
| Price Sensitivity | PREMIUM | 0.94× | |
| Pet Ownership | JOY | 0.96× |
Research has an estimated audience of 13,948,559 people in United Kingdom, concentrated in England and South East.
59.7% of Research fans are female, 40.3% are male, with an average age of 44.8 years.
Research fans show strongest brand affinity for Volunteering (2.66×), Wikipedia (2.66×), and Hobby (1.84×) over the country average.
Research fans in United Kingdom are most concentrated in England (reach ~10M), South East (reach ~2M), and East of England (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Research itself, the audience over-indexes on Wikipedia (2.66×), Hobby (1.84×), WhatsApp (1.75×), and Distilled beverage (1.65×) 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 Research. 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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