Screwfix Target Market in United Kingdom
Screwfix has an estimated audience of 14,587,237 people in United Kingdom. 42.3% are female, 57.7% are male, average age 46.4. Top regions: England, South East, East of England. Top brand affinities: Toolstation, Wickes, B&Q, Halfords, Jewson.
The average Screwfix fan in United Kingdom is 46.4 years old, more male, and lives primarily in England. The audience is concentrated in England, South East, East of England. Top brand affinities include Toolstation, Wickes, B&Q, with strongest over-indexing on Toolstation (5.84× the country average). Demographically, the Screwfix audience skews more male with an average age of 46.4, and over-indexes on personality traits such as DIY Mentality, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand
Customer demographics of Screwfix
| Metric | Value |
|---|---|
| Female | 42.3% |
| Male | 57.7% |
| Average age | 46.4 |
| Estimated audience size | 14,587,237 |
Audience persona
The typical Screwfix fan in United Kingdom is more male, around 46.4 years old, with strong DIY Mentality tendencies and a notable affinity for Toolstation.
Screwfix customers by region in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | ~11M | 0.86× |
| South East | ~1.5M | 0.88× |
| East of England | ~1.5M | 1.23× |
| Yorkshire and the Humber | ~1.5M | 1.31× |
| Scotland | ~1M | 0.91× |
| Wales | ~1M | 1.25× |
| South West | ~1M | 0.87× |
| East Midlands | ~900K | 0.85× |
| West Midlands | ~900K | 1.37× |
| North West | ~700K | 0.46× |
| North East | ~600K | 1.04× |
| Northern Ireland | ~400K | 0.98× |
Top brand affinities of the Screwfix audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Toolstation | 5.84× | Home & Garden |
| Wickes | 3.97× | Home & Garden |
| B&Q | 3.48× | Shopping |
| Halfords | 2.64× | Cars & Mobility |
| Jewson | 6.44× | Business & Career |
| We Buy Any Car | 2.72× | Cars & Mobility |
| Home Bargains | 1.77× | Shopping |
| Royal Mail | 1.96× | Business & Career |
| Autotrader | 1.86× | Cars & Mobility |
| RS Components | 5.73× | Technology & Electronics |
| Home construction | 2.12× | Home & Garden |
| Sky Bet | 1.76× | Games |
| Argos (retailer) | 1.51× | Shopping |
| Betfred | 1.59× | Games |
| National Lottery | 1.58× | Games |
| Companies House | 1.69× | Politics & Society |
| Homebase | 3.18× | Shopping |
| Makita | 5.62× | Home & Garden |
| Topps Tiles | 4.55× | Shopping |
| Tradesman | 3.51× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.58 |
| Quality Awareness | PREMIUM | 1.38 |
| Need for Security | CONSERVATISM | 1.34 |
| Patriotism | CONSERVATISM | 1.33 |
| Risk Appetite | THRILL | 1.3 |
| Convenience Orientation | PREMIUM | 1.29 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 83.7% |
| Ireland | 9.4% |
| France | 2.3% |
See Screwfix audiences in other countries
More Home & Garden audiences in United Kingdom
- Barcaffe (19,248,449)
- John Lewis (department store) (18,584,414)
- Gimme! Coffee (18,054,054)
- Aldi (17,402,911)
- Tesco (17,080,413)
Frequently asked questions
Who is Screwfix's target market in United Kingdom?
Screwfix's target market in United Kingdom covers an estimated 14,587,237 people, concentrated in England and South East.
What is the gender split and age of Screwfix customers?
42.3% of the Screwfix audience are female, 57.7% are male, with an average age of 46.4 years.
Which brands do Screwfix fans like most?
Screwfix fans show strongest brand affinity for Toolstation (5.84×), Wickes (3.97×), and B&Q (3.48×) over the country average.
Where do Screwfix fans live in United Kingdom?
Screwfix fans in United Kingdom are most concentrated in England (reach ~11M), South East (reach ~1.5M), and East of England (reach ~1.5M). These three regions account for the largest share of the active audience.
What other brands do Screwfix fans also like?
Beyond Screwfix itself, the audience over-indexes on Wickes (3.97×), B&Q (3.48×), Halfords (2.64×), and Jewson (6.44×) 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 Screwfix. 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.