A data profile of the people who buy, follow and care about Smart device in United Kingdom — modelled from more than twelve digital signal sources. Smart device has an estimated audience of 3,656,625 people in United Kingdom.
The average Smart device fan in United Kingdom is 46.4 years old, more male, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Manchester United F.C., Digital Trends, FIFA World Cup, with strongest over-indexing on Manchester United F.C. (1.9× the country average).
Demographically, the Smart device audience skews more male with an average age of 46.4, and over-indexes on personality traits such as Early Adopter Mentality, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Smart device fan in United Kingdom is more male, around 46.4 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Manchester United F.C..
The key figures that characterise the Smart device profile in United Kingdom.
41.7% are female, 58.3% are male, average age 46.4.
| Metric | Value |
|---|---|
| Female | 41.7% |
| Male | 58.3% |
| Average age | 46.4 |
| Estimated audience size | 3,656,625 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 38% |
of the worldwide Smart device audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 12.5% |
| India | 6.8% |
| Italy | 5.8% |
Where the Smart device audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Midlands | ~300K | 1.24× | |
| 02 | Wales | ~200K | 1.16× | |
| 03 | South West | ~300K | 1.13× | |
| 04 | Northern Ireland | ~100K | 1.11× | |
| 05 | West Midlands | ~200K | 1.03× | |
| 06 | North West | ~400K | 0.99× | |
| 07 | Yorkshire and the Humber | ~300K | 0.98× | |
| 08 | North East | ~100K | 0.96× | |
| 09 | East of England | ~300K | 0.95× | |
| 10 | South East | ~400K | 0.89× | |
| 11 | Scotland | ~300K | 0.84× | |
| 12 | Greater London | ~400K | 0.78× | |
| 13 | England | ~2.5M | 0.71× |
The strongest cross-interests of the Smart device audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Voice command device | Technology & Electronics | 12.92× | ||
| 02 | Camcorders | Technology & Electronics | 7.86× | ||
| 03 | TechRadar | Technology & Electronics | 6.58× | ||
| 04 | Digital Trends | Technology & Electronics | 6.11× | ||
| 05 | Wearable technology | Technology & Electronics | 5.92× | ||
| 06 | Home automation | Technology & Electronics | 4.47× | ||
| 07 | High tech | Technology & Electronics | 4.40× | ||
| 08 | Online games | Games | 2.38× | ||
| 09 | Toolstation | Home & Garden | 2.29× | ||
| 10 | Small business | Business & Career | 2.05× | ||
| 11 | Renovation | Home & Garden | 2.02× | ||
| 12 | Octopus Energy | Home & Garden | 2.02× | ||
| 13 | Manchester United F.C. | Sports | 1.90× | ||
| 14 | FIFA World Cup | Sports | 1.81× | ||
| 15 | Science | Business & Career | 1.77× | ||
| 16 | Crafts | Home & Garden | 1.66× | ||
| 17 | Cosmetics | Beauty & Wellness | 1.64× | ||
| 18 | Jewelry | Fashion & Accessoires | 1.64× | ||
| 19 | Furniture | Home & Garden | 1.63× | ||
| 20 | House | Home & Garden | 1.63× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 3.36× | |
| Need for Security | CONSERVATISM | 2.20× | |
| Risk Appetite | THRILL | 1.77× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.67× | |
| Community Orientation | OPEN | 0.69× | |
| Pet Ownership | JOY | 0.71× |
Smart device has an estimated audience of 3,656,625 people in United Kingdom, concentrated in England and South East.
41.7% of Smart device fans are female, 58.3% are male, with an average age of 46.4 years.
Smart device fans show strongest brand affinity for Manchester United F.C. (1.9×), Digital Trends (6.11×), and FIFA World Cup (1.81×) over the country average.
Smart device fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~400K), and North West (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Smart device itself, the audience over-indexes on Digital Trends (6.11×), FIFA World Cup (1.81×), TechRadar (6.58×), and Home automation (4.47×) 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 Smart device. 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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