A data profile of the people who buy, follow and care about Small business in United Kingdom — modelled from more than twelve digital signal sources. Small business has an estimated audience of 13,055,918 people in United Kingdom.
The average Small business fan in United Kingdom is 44.7 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Innovation, Ryanair, Renovation, with strongest over-indexing on Innovation (3.18× the country average).
Demographically, the Small business audience skews balanced with an average age of 44.7, and over-indexes on personality traits such as Sustainability, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Small business fan in United Kingdom is balanced, around 44.7 years old, with strong Sustainability tendencies and a notable affinity for Innovation.
The key figures that characterise the Small business profile in United Kingdom.
54.7% are female, 45.3% are male, average age 44.7.
| Metric | Value |
|---|---|
| Female | 54.7% |
| Male | 45.3% |
| Average age | 44.7 |
| Estimated audience size | 13,055,918 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Small business audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.5% |
| Japan | 4.5% |
| Brazil | 4.3% |
Where the Small business audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~700K | 1.29× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.23× | |
| 03 | England | ~10M | 1.22× | |
| 04 | North East | ~500K | 1.06× | |
| 05 | South East | ~2M | 1.01× | |
| 06 | East Midlands | ~900K | 0.99× | |
| 07 | Wales | ~700K | 0.98× | |
| 08 | East of England | ~1M | 0.96× | |
| 09 | Scotland | ~1M | 0.96× | |
| 10 | Northern Ireland | ~400K | 0.94× | |
| 11 | South West | ~1M | 0.90× | |
| 12 | North West | ~1M | 0.73× |
The strongest cross-interests of the Small business audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | La Roche-Posay | Beauty & Wellness | 3.55× | ||
| 02 | Innovation | Business & Career | 3.18× | ||
| 03 | Real estate investing | Business & Career | 2.54× | ||
| 04 | Calvin Klein | Fashion & Accessoires | 2.11× | ||
| 05 | Smart device | Technology & Electronics | 2.05× | ||
| 06 | Drinking establishment | Food & Beverages | 2.04× | ||
| 07 | Kitchenware | Home & Garden | 1.95× | ||
| 08 | Livemusic | Music & Radio | 1.87× | ||
| 09 | Art museum | Arts & Culture | 1.85× | ||
| 10 | Self-employment | Business & Career | 1.83× | ||
| 11 | Luxury real estate | Business & Career | 1.73× | ||
| 12 | Ryanair | Travel & Leisure | 1.71× | ||
| 13 | Urban Outfitters | Shopping | 1.71× | ||
| 14 | Google Drive | Technology & Electronics | 1.64× | ||
| 15 | First-time buyer | Shopping | 1.64× | ||
| 16 | Property finder | Home & Garden | 1.59× | ||
| 17 | Art exhibition | Arts & Culture | 1.58× | ||
| 18 | Renovation | Home & Garden | 1.55× | ||
| 19 | Contemporary art | Arts & Culture | 1.54× | ||
| 20 | Starter home | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.50× | |
| Community Orientation | OPEN | 1.43× | |
| Risk Appetite | THRILL | 1.41× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.86× | |
| Spirituality | BALANCE | 0.97× | |
| Healthy Lifestyle | BALANCE | 0.99× |
Small business has an estimated audience of 13,055,918 people in United Kingdom, concentrated in England and South East.
54.7% of Small business fans are female, 45.3% are male, with an average age of 44.7 years.
Small business fans show strongest brand affinity for Innovation (3.18×), Ryanair (1.71×), and Renovation (1.55×) over the country average.
Small business fans in United Kingdom are most concentrated in England (reach ~10M), South East (reach ~2M), and Yorkshire and the Humber (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Small business itself, the audience over-indexes on Ryanair (1.71×), Renovation (1.55×), Kitchenware (1.95×), and Art museum (1.85×) 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 Small business. 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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