A data profile of the people who buy, follow and care about Self-employment in United Kingdom — modelled from more than twelve digital signal sources. Self-employment has an estimated audience of 5,998,602 people in United Kingdom.
The average Self-employment fan in United Kingdom is 45.3 years old, balanced, and lives primarily in Greater London.
The audience is concentrated in Greater London, South East, North West.
Top brand affinities include Social media marketing, Freelancer, Google Docs, with strongest over-indexing on Social media marketing (4.05× the country average).
Demographically, the Self-employment audience skews balanced with an average age of 45.3, and over-indexes on personality traits such as Career Orientation, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Self-employment fan in United Kingdom is balanced, around 45.3 years old, with strong Career Orientation tendencies and a notable affinity for Social media marketing.
The key figures that characterise the Self-employment profile in United Kingdom.
50.2% are female, 49.8% are male, average age 45.3.
| Metric | Value |
|---|---|
| Female | 50.2% |
| Male | 49.8% |
| Average age | 45.3 |
| Estimated audience size | 5,998,602 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 34% |
of the worldwide Self-employment audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.2% |
| United Kingdom | 5.7% |
| India | 4.9% |
Where the Self-employment audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~1M | 1.48× | |
| 02 | North West | ~700K | 1.07× | |
| 03 | South West | ~500K | 1.05× | |
| 04 | South East | ~800K | 1.04× | |
| 05 | Northern Ireland | ~200K | 1.03× | |
| 06 | Wales | ~300K | 1.00× | |
| 07 | East of England | ~500K | 0.99× | |
| 08 | East Midlands | ~400K | 0.98× | |
| 09 | Scotland | ~500K | 0.90× | |
| 10 | West Midlands | ~200K | 0.89× | |
| 11 | North East | ~200K | 0.89× | |
| 12 | Yorkshire and the Humber | ~400K | 0.83× |
The strongest cross-interests of the Self-employment audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Female entrepreneur | Business & Career | 4.42× | ||
| 02 | Social media marketing | Business & Career | 4.05× | ||
| 03 | Freelancer | Business & Career | 4.02× | ||
| 04 | Sole proprietorship | Business & Career | 3.50× | ||
| 05 | Productivity | Business & Career | 3.25× | ||
| 06 | Email marketing | Business & Career | 3.23× | ||
| 07 | Motivational speaking | Business & Career | 3.21× | ||
| 08 | Job hunting | Business & Career | 2.78× | ||
| 09 | Digital marketing | Business & Career | 2.71× | ||
| 10 | Startup company | Business & Career | 2.62× | ||
| 11 | Business marketing | Business & Career | 2.61× | ||
| 12 | Investment banking | Business & Career | 2.51× | ||
| 13 | Property finder | Home & Garden | 2.17× | ||
| 14 | Self care | Health | 2.16× | ||
| 15 | Google Docs | Internet & Social Media | 2.14× | ||
| 16 | Google Drive | Technology & Electronics | 2.02× | ||
| 17 | Men's Fitness | Sports | 1.94× | ||
| 18 | Small business | Business & Career | 1.83× | ||
| 19 | Employment | Business & Career | 1.71× | ||
| 20 | Personal development | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.70× | |
| Risk Appetite | THRILL | 1.54× | |
| Mindfulness | BALANCE | 1.47× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.85× | |
| Creativity | OPEN | 0.91× | |
| Spirituality | BALANCE | 0.95× |
Self-employment has an estimated audience of 5,998,602 people in United Kingdom, concentrated in Greater London and South East.
50.2% of Self-employment fans are female, 49.8% are male, with an average age of 45.3 years.
Self-employment fans show strongest brand affinity for Social media marketing (4.05×), Freelancer (4.02×), and Google Docs (2.14×) over the country average.
Self-employment fans in United Kingdom are most concentrated in Greater London (reach ~1M), South East (reach ~800K), and North West (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Self-employment itself, the audience over-indexes on Freelancer (4.02×), Google Docs (2.14×), Employment (1.71×), and Job hunting (2.78×) 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 Self-employment. 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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