A data profile of the people who buy, follow and care about Scottish Widows in United Kingdom — modelled from more than twelve digital signal sources. Scottish Widows has an estimated audience of 15,191,602 people in United Kingdom.
Scottish Widows has an estimated audience of 15,191,602 people in United Kingdom. 58.3% are female, 41.7% are male, average age 49.8. Top brand affinities: Standard Life, Aviva, Nationwide Building Society, Gary Lineker, Google News.
Top brand affinities include Standard Life, Aviva, Nationwide Building Society, with strongest over-indexing on Standard Life (31.13× the country average).
Demographically, the Scottish Widows audience skews more female with an average age of 49.8, and over-indexes on personality traits such as Need for Security, Career Orientation.
The typical Scottish Widows fan in United Kingdom is more female, around 49.8 years old, with strong Need for Security tendencies and a notable affinity for Standard Life.
The key figures that characterise the Scottish Widows profile in United Kingdom.
58.3% are female, 41.7% are male, average age 49.8.
| Metric | Value |
|---|---|
| Female | 58.3% |
| Male | 41.7% |
| Average age | 49.8 |
| Estimated audience size | 15,191,602 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 3% | |
| 20-29 | 11% | |
| 30-39 | 14% | |
| 40-49 | 22% | |
| 50+ | 51% |
of the worldwide Scottish Widows audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 99.1% |
| United States | 0.6% |
| Germany | 0.1% |
The strongest cross-interests of the Scottish Widows audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Standard Life | Business & Career | 31.13× | ||
| 02 | Gary Lineker | Sports | 12.66× | ||
| 03 | Aviva | Business & Career | 11.37× | ||
| 04 | Nationwide Building Society | Business & Career | 9.46× | ||
| 05 | Google News | News | 8.76× | ||
| 06 | Piers Morgan | Movies & TV | 8.12× | ||
| 07 | Ewan McGregor | Movies & TV | 7.33× | ||
| 08 | Chelsea Flower Show | Home & Garden | 5.83× | ||
| 09 | Window shutter | Home & Garden | 5.81× | ||
| 10 | Virgin Money | Business & Career | 5.47× | ||
| 11 | Pension | Business & Career | 3.61× | ||
| 12 | Life insurance | Business & Career | 3.58× | ||
| 13 | Breaking news | Movies & TV | 3.14× | ||
| 14 | Esso | Cars & Mobility | 3.11× | ||
| 15 | Halifax (United Kingdom bank) | Business & Career | 3.03× | ||
| 16 | EBay | Shopping | 2.52× | ||
| 17 | Air travel | Travel & Leisure | 2.42× | ||
| 18 | Energy | Home & Garden | 2.27× | ||
| 19 | Restaurants | Food & Beverages | 1.70× | ||
| 20 | Cooking | Food & Beverages | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.85× | |
| Career Orientation | POWER | 1.45× | |
| Healthy Lifestyle | BALANCE | 1.44× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.66× | |
| Mindfulness | BALANCE | 0.71× | |
| Pet Ownership | JOY | 0.71× |
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 Scottish Widows. 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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