Scotland Audience in United Kingdom
Scotland has an estimated audience of 16,577,624 people in United Kingdom. 56.1% are female, 43.9% are male, average age 45.2. Top regions: England, Scotland, South East. Top brand affinities: Hobby, Weddings, Distilled beverage, Betfair, WhatsApp.
The average Scotland fan in United Kingdom is 45.2 years old, more female, and lives primarily in England. The audience is concentrated in England, Scotland, South East. Top brand affinities include Hobby, Weddings, Distilled beverage, with strongest over-indexing on Hobby (1.74× the country average). Demographically, the Scotland audience skews more female with an average age of 45.2, and over-indexes on personality traits such as Indulgence, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Travel & Leisure · Type: POI · Subtype: Region
Demographics of Scotland fans
| Metric | Value |
|---|---|
| Female | 56.1% |
| Male | 43.9% |
| Average age | 45.2 |
| Estimated audience size | 16,577,624 |
Audience persona
The typical Scotland fan in United Kingdom is more female, around 45.2 years old, with strong Indulgence tendencies and a notable affinity for Hobby.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 6,162,594 | 0.4× |
| Scotland | 4,258,722 | 2.85× |
| South East | 2,033,472 | 0.91× |
| Yorkshire and the Humber | 1,777,954 | 1.34× |
| East of England | 1,642,685 | 1.09× |
| West Midlands | 988,875 | 1.39× |
| South West | 964,694 | 0.71× |
| North West | 938,365 | 0.53× |
| North East | 857,673 | 1.33× |
| East Midlands | 826,107 | 0.71× |
| Wales | 323,705 | 0.34× |
| Northern Ireland | 206,366 | 0.4× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Hobby | 1.74× | Home & Garden |
| Weddings | 1.7× | Kids & Family |
| Distilled beverage | 1.73× | Food & Beverages |
| Betfair | 2.22× | Games |
| 1.68× | Internet & Social Media | |
| William Hill (bookmaker) | 1.71× | Games |
| TripAdvisor | 1.75× | Travel & Leisure |
| Refrigerator | 1.88× | Home & Garden |
| Rangers FC | 2.58× | Sports |
| Luxury yacht | 2.38× | Travel & Leisure |
| Mobile home | 1.9× | Cars & Mobility |
| Expensive Taste | 1.79× | Business & Career |
| Home business | 2.69× | Business & Career |
| Smyths Toys Superstores | 3.4× | Shopping |
| Motorhome | 2.13× | Cars & Mobility |
| Purchase discount | 2.51× | Shopping |
| Satire | 1.69× | Literature |
| Mango | 2.61× | Shopping |
| Tax refund | 2.53× | Business & Career |
| Real property | 1.82× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.16 |
| Convenience Orientation | PREMIUM | 1.15 |
| Luxury Orientation | PREMIUM | 1.07 |
| Community Orientation | OPEN | 1.02 |
| Social Media Usage | JOY | 0.98 |
| Healthy Lifestyle | BALANCE | 0.97 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 27.8% |
| United States | 17.1% |
| Germany | 3.5% |
See Scotland audiences in other countries
More Region audiences in United Kingdom
- England (23,076,988)
- Greater Manchester (12,808,014)
- Yorkshire (9,197,690)
- Greater London (9,075,072)
- Atlantic Ocean (7,681,052)
Frequently asked questions
How many fans does Scotland have in United Kingdom?
Scotland has an estimated audience of 16,577,624 people in United Kingdom, concentrated in England and Scotland.
What is the gender split and age of Scotland fans?
56.1% of Scotland fans are female, 43.9% are male, with an average age of 45.2 years.
Which brands do Scotland fans like most?
Scotland fans show strongest brand affinity for Hobby (1.74×), Weddings (1.7×), and Distilled beverage (1.73×) over the country average.
Where do Scotland fans live in United Kingdom?
Scotland fans in United Kingdom are most concentrated in England (reach 6,162,594), Scotland (reach 4,258,722), and South East (reach 2,033,472). These three regions account for the largest share of the active audience.
What other brands do Scotland fans also like?
Beyond Scotland itself, the audience over-indexes on Weddings (1.7×), Distilled beverage (1.73×), Betfair (2.22×), and WhatsApp (1.68×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for Scotland. 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.
About this audience profile
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.