A data profile of the people who buy, follow and care about Road in United Kingdom — modelled from more than twelve digital signal sources. Road has an estimated audience of 9,653,421 people in United Kingdom.
The average Road fan in United Kingdom is 45.8 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Scotland, Wales.
Top brand affinities include Breaking news, Local news, EBay, with strongest over-indexing on Breaking news (3.32× the country average).
Demographically, the Road audience skews balanced with an average age of 45.8, and over-indexes on personality traits such as DIY Mentality, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Road fan in United Kingdom is balanced, around 45.8 years old, with strong DIY Mentality tendencies and a notable affinity for Breaking news.
The key figures that characterise the Road profile in United Kingdom.
46.3% are female, 53.7% are male, average age 45.8.
| Metric | Value |
|---|---|
| Female | 46.3% |
| Male | 53.7% |
| Average age | 45.8 |
| Estimated audience size | 9,653,421 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 36% |
of the worldwide Road audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 28.8% |
| Italy | 7.1% |
| United Kingdom | 6.6% |
Where the Road audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Wales | ~1M | 1.86× | |
| 02 | Northern Ireland | ~500K | 1.80× | |
| 03 | Scotland | ~1.5M | 1.47× | |
| 04 | West Midlands | ~300K | 0.70× | |
| 05 | Yorkshire and the Humber | ~500K | 0.69× | |
| 06 | England | ~6M | 0.68× | |
| 07 | South West | ~500K | 0.63× | |
| 08 | East of England | ~500K | 0.61× | |
| 09 | North East | ~200K | 0.53× | |
| 10 | South East | ~700K | 0.51× | |
| 11 | East Midlands | ~300K | 0.50× | |
| 12 | North West | ~300K | 0.34× |
The strongest cross-interests of the Road audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lawn mower | Home & Garden | 4.81× | ||
| 02 | Workwear | Fashion & Accessoires | 3.80× | ||
| 03 | Esso | Cars & Mobility | 3.54× | ||
| 04 | Local news | News | 3.51× | ||
| 05 | Breaking news | Movies & TV | 3.32× | ||
| 06 | Public transport | Cars & Mobility | 3.17× | ||
| 07 | Wikipedia | Internet & Social Media | 3.03× | ||
| 08 | Mobile home | Cars & Mobility | 2.86× | ||
| 09 | Betfair | Games | 2.81× | ||
| 10 | EBay | Shopping | 2.70× | ||
| 11 | Refrigerator | Home & Garden | 2.60× | ||
| 12 | Energy | Home & Garden | 2.55× | ||
| 13 | William Hill (bookmaker) | Games | 2.37× | ||
| 14 | Internet & Social Media | 2.27× | |||
| 15 | Hobby | Home & Garden | 2.09× | ||
| 16 | Home Appliances | Home & Garden | 1.90× | ||
| 17 | Distilled beverage | Food & Beverages | 1.77× | ||
| 18 | Comedy movies | Movies & TV | 1.63× | ||
| 19 | Rock music | Music & Radio | 1.59× | ||
| 20 | Kitchen | Home & Garden | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.44× | |
| Need for Security | CONSERVATISM | 1.42× | |
| Quality Awareness | PREMIUM | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.71× | |
| Price Sensitivity | PREMIUM | 0.79× | |
| Mindfulness | BALANCE | 0.82× |
Road has an estimated audience of 9,653,421 people in United Kingdom, concentrated in England and Scotland.
46.3% of Road fans are female, 53.7% are male, with an average age of 45.8 years.
Road fans show strongest brand affinity for Breaking news (3.32×), Local news (3.51×), and EBay (2.7×) over the country average.
Road fans in United Kingdom are most concentrated in England (reach ~6M), Scotland (reach ~1.5M), and Wales (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Road itself, the audience over-indexes on Local news (3.51×), EBay (2.7×), Energy (2.55×), and Esso (3.54×) 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 Road. 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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