A data profile of the people who buy, follow and care about Smart TV in United Kingdom — modelled from more than twelve digital signal sources. Smart TV has an estimated audience of 3,267,095 people in United Kingdom.
The average Smart TV fan in United Kingdom is 46.3 years old, more male, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include Dishwasher, Refrigerator, Toolstation, with strongest over-indexing on Dishwasher (9.74× the country average).
Demographically, the Smart TV audience skews more male with an average age of 46.3, and over-indexes on personality traits such as Need for Security, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Smart TV fan in United Kingdom is more male, around 46.3 years old, with strong Need for Security tendencies and a notable affinity for Dishwasher.
The key figures that characterise the Smart TV profile in United Kingdom.
44.7% are female, 55.3% are male, average age 46.3.
| Metric | Value |
|---|---|
| Female | 44.7% |
| Male | 55.3% |
| Average age | 46.3 |
| Estimated audience size | 3,267,095 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 39% |
of the worldwide Smart TV audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 13.2% |
| Italy | 8.4% |
| Brazil | 5.7% |
Where the Smart TV audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~500K | 1.30× | |
| 02 | East Midlands | ~300K | 1.26× | |
| 03 | Wales | ~200K | 1.18× | |
| 04 | South West | ~300K | 1.14× | |
| 05 | England | ~2.5M | 1.03× | |
| 06 | East of England | ~300K | 1.02× | |
| 07 | Yorkshire and the Humber | ~200K | 0.94× | |
| 08 | Northern Ireland | ~90K | 0.94× | |
| 09 | North East | ~100K | 0.92× | |
| 10 | South East | ~400K | 0.88× | |
| 11 | Scotland | ~200K | 0.85× | |
| 12 | West Midlands | ~100K | 0.82× | |
| 13 | Greater London | ~300K | 0.73× |
The strongest cross-interests of the Smart TV audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Dishwasher | Home & Garden | 9.74× | ||
| 02 | Chromecast | Technology & Electronics | 8.78× | ||
| 03 | Open plan | Home & Garden | 8.47× | ||
| 04 | Toaster | Home & Garden | 7.74× | ||
| 05 | Android TV | Movies & TV | 7.52× | ||
| 06 | Le Creuset | Home & Garden | 5.33× | ||
| 07 | Cutlery | Home & Garden | 4.74× | ||
| 08 | Refrigerator | Home & Garden | 4.73× | ||
| 09 | Shower | Beauty & Wellness | 3.64× | ||
| 10 | Stove | Home & Garden | 3.26× | ||
| 11 | Hot tub | Home & Garden | 2.95× | ||
| 12 | Oven | Home & Garden | 2.43× | ||
| 13 | Bathroom | Home & Garden | 2.29× | ||
| 14 | Toolstation | Home & Garden | 2.28× | ||
| 15 | Week | Business & Career | 2.13× | ||
| 16 | Screwfix | Home & Garden | 2.10× | ||
| 17 | B&Q | Shopping | 1.88× | ||
| 18 | Transport | Cars & Mobility | 1.64× | ||
| 19 | Money | Business & Career | 1.56× | ||
| 20 | Kitchen | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.61× | |
| DIY Mentality | THRILL | 1.23× | |
| Family Orientation | CONSERVATISM | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.70× | |
| Sustainability | BALANCE | 0.79× | |
| Healthy Lifestyle | BALANCE | 0.79× |
Smart TV has an estimated audience of 3,267,095 people in United Kingdom, concentrated in England and North West.
44.7% of Smart TV fans are female, 55.3% are male, with an average age of 46.3 years.
Smart TV fans show strongest brand affinity for Dishwasher (9.74×), Refrigerator (4.73×), and Toolstation (2.28×) over the country average.
Smart TV fans in United Kingdom are most concentrated in England (reach ~2.5M), North West (reach ~500K), and South East (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Smart TV itself, the audience over-indexes on Refrigerator (4.73×), Toolstation (2.28×), Shower (3.64×), and Bathroom (2.29×) 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 TV. 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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