A data profile of the people who buy, follow and care about Scotland in United Kingdom — modelled from more than twelve digital signal sources. Scotland has an estimated audience of 16,577,624 people in United Kingdom.
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 Breaking news, Hobby, EBay, with strongest over-indexing on Breaking news (2.27× 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 Convenience Orientation, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Scotland fan in United Kingdom is more female, around 45.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Breaking news.
The key figures that characterise the Scotland profile in United Kingdom.
56.1% are female, 43.9% are male, average age 45.2.
| Metric | Value |
|---|---|
| Female | 56.1% |
| Male | 43.9% |
| Average age | 45.2 |
| Estimated audience size | 16,577,624 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 36% |
of the worldwide Scotland audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 27.8% |
| United States | 17.1% |
| Germany | 3.5% |
Where the Scotland audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~4.5M | 2.85× | |
| 02 | West Midlands | ~1M | 1.39× | |
| 03 | Yorkshire and the Humber | ~2M | 1.33× | |
| 04 | North East | ~900K | 1.32× | |
| 05 | East of England | ~1.5M | 1.08× | |
| 06 | South East | ~2M | 0.91× | |
| 07 | South West | ~1M | 0.72× | |
| 08 | East Midlands | ~800K | 0.72× | |
| 09 | North West | ~1M | 0.54× | |
| 10 | Northern Ireland | ~200K | 0.42× | |
| 11 | England | ~6M | 0.40× | |
| 12 | Wales | ~300K | 0.35× |
The strongest cross-interests of the Scotland audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Rangers FC | Sports | 2.69× | ||
| 02 | Microwave oven | Home & Garden | 2.56× | ||
| 03 | Cider | Food & Beverages | 2.43× | ||
| 04 | Wikipedia | Internet & Social Media | 2.35× | ||
| 05 | Esso | Cars & Mobility | 2.33× | ||
| 06 | Breaking news | Movies & TV | 2.27× | ||
| 07 | Refrigerator | Home & Garden | 2.15× | ||
| 08 | Satire | Literature | 2.14× | ||
| 09 | Betfair | Games | 2.11× | ||
| 10 | Mobile home | Cars & Mobility | 2.08× | ||
| 11 | William Hill (bookmaker) | Games | 2.00× | ||
| 12 | Hobby | Home & Garden | 1.95× | ||
| 13 | EBay | Shopping | 1.94× | ||
| 14 | Energy | Home & Garden | 1.90× | ||
| 15 | Volunteering | Politics & Society | 1.90× | ||
| 16 | Distilled beverage | Food & Beverages | 1.84× | ||
| 17 | Internet & Social Media | 1.74× | |||
| 18 | Aldi | Shopping | 1.67× | ||
| 19 | Home Appliances | Home & Garden | 1.57× | ||
| 20 | Kitchen | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.33× | |
| Patriotism | CONSERVATISM | 1.23× | |
| Need for Security | CONSERVATISM | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.83× | |
| Price Sensitivity | PREMIUM | 0.84× | |
| Pet Ownership | JOY | 0.86× |
Scotland has an estimated audience of 16,577,624 people in United Kingdom, concentrated in England and Scotland.
56.1% of Scotland fans are female, 43.9% are male, with an average age of 45.2 years.
Scotland fans show strongest brand affinity for Breaking news (2.27×), Hobby (1.95×), and EBay (1.94×) over the country average.
Scotland fans in United Kingdom are most concentrated in England (reach ~6M), Scotland (reach ~4.5M), and South East (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Scotland itself, the audience over-indexes on Hobby (1.95×), EBay (1.94×), Energy (1.9×), and Wikipedia (2.35×) 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 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.
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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