Small business Audience in United Kingdom
Small business has an estimated audience of 13,055,918 people in United Kingdom. 54.7% are female, 45.3% are male, average age 44.7. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: Sports nutrition, Diabetes mellitus awareness, Drinking establishment, Diana, Princess of Wales, Sapphire.
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 Sports nutrition, Diabetes mellitus awareness, Drinking establishment, with strongest over-indexing on Sports nutrition (18.15× 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 Luxury Orientation, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Business & Career · Type: Topic
Demographics of Small business fans
| Metric | Value |
|---|---|
| Female | 54.7% |
| Male | 45.3% |
| Average age | 44.7 |
| Estimated audience size | 13,055,918 |
Audience persona
The typical Small business fan in United Kingdom is balanced, around 44.7 years old, with strong Luxury Orientation tendencies and a notable affinity for Sports nutrition.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 9,791,939 | 1.22× |
| South East | 1,780,937 | 1.02× |
| Yorkshire and the Humber | 1,374,199 | 1.31× |
| East of England | 1,123,062 | 0.94× |
| Scotland | 1,117,883 | 0.95× |
| East Midlands | 895,017 | 0.97× |
| South West | 880,161 | 0.82× |
| West Midlands | 759,150 | 1.36× |
| Wales | 725,195 | 0.97× |
| North West | 639,736 | 0.46× |
| North East | 570,870 | 1.12× |
| Northern Ireland | 342,262 | 0.85× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sports nutrition | 18.15× | Food & Beverages |
| Diabetes mellitus awareness | 14.42× | Health |
| Drinking establishment | 10.44× | Food & Beverages |
| Diana, Princess of Wales | 20.32× | Politics & Society |
| Sapphire | 14.98× | Fashion & Accessoires |
| Cyberwarfare | 24.74× | Technology & Electronics |
| Destination spa | 12.75× | Health |
| Lacto vegetarianism | 26.87× | Food & Beverages |
| Tax refund | 9.12× | Business & Career |
| Wine cocktail | 15.94× | Food & Beverages |
| Luxury yacht | 5.64× | Travel & Leisure |
| Sustainable gardening | 19.2× | Home & Garden |
| Stress Relief | 21.15× | Health |
| Payment card | 11.63× | Fashion & Accessoires |
| Home business | 5.49× | Business & Career |
| Bioderma | 9.91× | Beauty & Wellness |
| Solar thermal energy | 15.46× | Home & Garden |
| Plug-in electric vehicle | 14.76× | Cars & Mobility |
| Ethanol | 4.91× | Health |
| Income tax | 6.99× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.68 |
| Sustainability | BALANCE | 1.66 |
| Indulgence | JOY | 1.45 |
| Design Affinity | PREMIUM | 1.4 |
| Early Adopter Mentality | POWER | 1.37 |
| DIY Mentality | THRILL | 1.36 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.5% |
| Japan | 4.5% |
| Brazil | 4.3% |
See Small business audiences in other countries
More Business & Career audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Music (37,354,190)
- Food (36,602,968)
Frequently asked questions
How many fans does Small business have in United Kingdom?
Small business has an estimated audience of 13,055,918 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Small business fans?
54.7% of Small business fans are female, 45.3% are male, with an average age of 44.7 years.
Which brands do Small business fans like most?
Small business fans show strongest brand affinity for Sports nutrition (18.15×), Diabetes mellitus awareness (14.42×), and Drinking establishment (10.44×) over the country average.
Where do Small business fans live in United Kingdom?
Small business fans in United Kingdom are most concentrated in England (reach 9,791,939), South East (reach 1,780,937), and Yorkshire and the Humber (reach 1,374,199). These three regions account for the largest share of the active audience.
What other brands do Small business fans also like?
Beyond Small business itself, the audience over-indexes on Diabetes mellitus awareness (14.42×), Drinking establishment (10.44×), Diana, Princess of Wales (20.32×), and Sapphire (14.98×) 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 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.
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.