A data profile of the people who buy, follow and care about Skyscanner in United Kingdom — modelled from more than twelve digital signal sources. Skyscanner has an estimated audience of 4,561,519 people in United Kingdom.
The average Skyscanner fan in United Kingdom is 45.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, North West.
Top brand affinities include Moneysupermarket.com, USwitch, Poundland, with strongest over-indexing on Moneysupermarket.com (9.25× the country average).
Demographically, the Skyscanner audience skews more female with an average age of 45.4, and over-indexes on personality traits such as Travelling, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Skyscanner fan in United Kingdom is more female, around 45.4 years old, with strong Travelling tendencies and a notable affinity for Moneysupermarket.com.
The key figures that characterise the Skyscanner profile in United Kingdom.
58.9% are female, 41.1% are male, average age 45.4.
| Metric | Value |
|---|---|
| Female | 58.9% |
| Male | 41.1% |
| Average age | 45.4 |
| Estimated audience size | 4,561,519 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 36% |
Where the Skyscanner audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~800K | 1.55× | |
| 02 | Greater London | ~800K | 1.42× | |
| 03 | Northern Ireland | ~200K | 1.27× | |
| 04 | Scotland | ~500K | 1.15× | |
| 05 | East of England | ~400K | 0.95× | |
| 06 | East Midlands | ~300K | 0.94× | |
| 07 | South East | ~600K | 0.90× | |
| 08 | South West | ~300K | 0.87× | |
| 09 | England | ~3.5M | 0.84× | |
| 10 | North East | ~100K | 0.81× | |
| 11 | Yorkshire and the Humber | ~300K | 0.80× | |
| 12 | West Midlands | ~100K | 0.76× | |
| 13 | Wales | ~200K | 0.74× |
The strongest cross-interests of the Skyscanner audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Comparethemarket.com | Business & Career | 16.38× | ||
| 02 | Comparison shopping website | Shopping | 9.43× | ||
| 03 | Moneysupermarket.com | Business & Career | 9.25× | ||
| 04 | USwitch | Shopping | 9.25× | ||
| 05 | Study abroad | Business & Career | 6.43× | ||
| 06 | Poundland | Shopping | 5.50× | ||
| 07 | Travel website | Travel & Leisure | 4.31× | ||
| 08 | EasyJet | Travel & Leisure | 3.65× | ||
| 09 | Clark | Business & Career | 3.32× | ||
| 10 | Trivago | Travel & Leisure | 3.04× | ||
| 11 | Business class | Travel & Leisure | 2.89× | ||
| 12 | Ryanair | Travel & Leisure | 2.80× | ||
| 13 | British Airways | Travel & Leisure | 2.50× | ||
| 14 | Airbnb | Travel & Leisure | 2.42× | ||
| 15 | TUI | Travel & Leisure | 2.37× | ||
| 16 | TripAdvisor | Travel & Leisure | 2.23× | ||
| 17 | Google Maps | Internet & Social Media | 2.07× | ||
| 18 | Marks & Spencer | Shopping | 1.75× | ||
| 19 | Holiday | Travel & Leisure | 1.63× | ||
| 20 | Wine | Food & Beverages | 1.62× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 2.39× | |
| Design Affinity | PREMIUM | 1.69× | |
| Quality Awareness | PREMIUM | 1.57× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.88× | |
| Need for Security | CONSERVATISM | 1.02× | |
| Individualism | JOY | 1.04× |
Skyscanner has an estimated audience of 4,561,519 people in United Kingdom, concentrated in England and Greater London.
58.9% of Skyscanner fans are female, 41.1% are male, with an average age of 45.4 years.
Skyscanner fans show strongest brand affinity for Moneysupermarket.com (9.25×), USwitch (9.25×), and Poundland (5.5×) over the country average.
Skyscanner fans in United Kingdom are most concentrated in England (reach ~3.5M), Greater London (reach ~800K), and North West (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Skyscanner itself, the audience over-indexes on USwitch (9.25×), Poundland (5.5×), EasyJet (3.65×), and Comparethemarket.com (16.38×) 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 Skyscanner. 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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