A data profile of the people who buy, follow and care about Sheffield in United Kingdom — modelled from more than twelve digital signal sources. Sheffield has an estimated audience of 3,275,470 people in United Kingdom.
The average Sheffield fan in United Kingdom is 44.0 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, Scotland.
Top brand affinities include Breaking news, Wikipedia, EBay, with strongest over-indexing on Breaking news (2.36× the country average).
Demographically, the Sheffield audience skews balanced with an average age of 44.0, 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 Sheffield fan in United Kingdom is balanced, around 44.0 years old, with strong Convenience Orientation tendencies and a notable affinity for Breaking news.
The key figures that characterise the Sheffield profile in United Kingdom.
54.8% are female, 45.2% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 54.8% |
| Male | 45.2% |
| Average age | 44.0 |
| Estimated audience size | 3,275,470 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 32% |
of the worldwide Sheffield audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 47.9% |
| United States | 21.8% |
| Italy | 6.5% |
Where the Sheffield audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~1.5M | 5.14× | |
| 02 | England | ~2.5M | 1.78× | |
| 03 | Wales | ~200K | 0.94× | |
| 04 | East Midlands | ~200K | 0.88× | |
| 05 | Scotland | ~200K | 0.76× | |
| 06 | Northern Ireland | ~60K | 0.55× | |
| 07 | West Midlands | ~80K | 0.54× | |
| 08 | North East | ~50K | 0.41× | |
| 09 | East of England | ~100K | 0.38× | |
| 10 | South East | ~100K | 0.29× | |
| 11 | North West | ~70K | 0.21× | |
| 12 | South West | ~60K | 0.21× |
The strongest cross-interests of the Sheffield audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 2.64× | ||
| 02 | Risk management | Business & Career | 2.48× | ||
| 03 | Microwave oven | Home & Garden | 2.45× | ||
| 04 | Hot tub | Home & Garden | 2.37× | ||
| 05 | Breaking news | Movies & TV | 2.36× | ||
| 06 | Refrigerator | Home & Garden | 2.35× | ||
| 07 | Esso | Cars & Mobility | 2.26× | ||
| 08 | Satire | Literature | 2.24× | ||
| 09 | EBay | Shopping | 2.11× | ||
| 10 | Betfair | Games | 2.06× | ||
| 11 | Internet & Social Media | 1.98× | |||
| 12 | Energy | Home & Garden | 1.97× | ||
| 13 | Hobby | Home & Garden | 1.94× | ||
| 14 | William Hill (bookmaker) | Games | 1.93× | ||
| 15 | Distilled beverage | Food & Beverages | 1.88× | ||
| 16 | Betfred | Games | 1.81× | ||
| 17 | Volunteering | Politics & Society | 1.74× | ||
| 18 | Home Appliances | Home & Garden | 1.66× | ||
| 19 | Aldi | Shopping | 1.59× | ||
| 20 | Fast food | Food & Beverages | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.39× | |
| Patriotism | CONSERVATISM | 1.34× | |
| Healthy Lifestyle | BALANCE | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.72× | |
| Luxury Orientation | PREMIUM | 0.78× | |
| Sports Activity | POWER | 0.80× |
Sheffield has an estimated audience of 3,275,470 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
54.8% of Sheffield fans are female, 45.2% are male, with an average age of 44.0 years.
Sheffield fans show strongest brand affinity for Breaking news (2.36×), Wikipedia (2.64×), and EBay (2.11×) over the country average.
Sheffield fans in United Kingdom are most concentrated in England (reach ~2.5M), Yorkshire and the Humber (reach ~1.5M), and Scotland (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Sheffield itself, the audience over-indexes on Wikipedia (2.64×), EBay (2.11×), Energy (1.97×), and Hobby (1.94×) 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 Sheffield. 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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