A data profile of the people who buy, follow and care about Smartphones in United Kingdom — modelled from more than twelve digital signal sources. Smartphones has an estimated audience of 20,454,812 people in United Kingdom.
The average Smartphones fan in United Kingdom is 44.2 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Autotrader, Google Drive, Microsoft Visio, with strongest over-indexing on Autotrader (1.82× the country average).
Demographically, the Smartphones audience skews balanced with an average age of 44.2, and over-indexes on personality traits such as Quality Awareness, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Smartphones fan in United Kingdom is balanced, around 44.2 years old, with strong Quality Awareness tendencies and a notable affinity for Autotrader.
The key figures that characterise the Smartphones profile in United Kingdom.
53.3% are female, 46.7% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 53.3% |
| Male | 46.7% |
| Average age | 44.2 |
| Estimated audience size | 20,454,812 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Smartphones audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.2% |
| India | 5.4% |
| Italy | 4.8% |
Where the Smartphones audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~1.5M | 1.50× | |
| 02 | Yorkshire and the Humber | ~2.5M | 1.37× | |
| 03 | England | ~15M | 1.16× | |
| 04 | East of England | ~2M | 1.14× | |
| 05 | North East | ~800K | 1.01× | |
| 06 | Scotland | ~2M | 0.96× | |
| 07 | Wales | ~1M | 0.95× | |
| 08 | Northern Ireland | ~600K | 0.95× | |
| 09 | South East | ~2.5M | 0.90× | |
| 10 | East Midlands | ~1M | 0.85× | |
| 11 | South West | ~1.5M | 0.80× | |
| 12 | North West | ~1M | 0.56× |
The strongest cross-interests of the Smartphones audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Microsoft Visio | Technology & Electronics | 15.83× | ||
| 02 | Serial (podcast) | Music & Radio | 2.48× | ||
| 03 | Wischmopp | Home & Garden | 2.01× | ||
| 04 | Autotrader | Cars & Mobility | 1.82× | ||
| 05 | Google Drive | Technology & Electronics | 1.73× | ||
| 06 | Web fiction | Literature | 1.72× | ||
| 07 | Gay Love | Politics & Society | 1.71× | ||
| 08 | International education | Business & Career | 1.66× | ||
| 09 | Manicure & Pedicure | Beauty & Wellness | 1.65× | ||
| 10 | The Sun News | News | 1.60× | ||
| 11 | Waze | Internet & Social Media | 1.60× | ||
| 12 | WeTransfer | Internet & Social Media | 1.57× | ||
| 13 | Anime & Cosplay | Fashion & Accessoires | 1.56× | ||
| 14 | Personal luxury car | Cars & Mobility | 1.56× | ||
| 15 | Creative real estate investing | Business & Career | 1.55× | ||
| 16 | Google Calendar | Internet & Social Media | 1.54× | ||
| 17 | Pensioner | Business & Career | 1.52× | ||
| 18 | Thames Water | Home & Garden | 1.52× | ||
| 19 | Female entrepreneur | Business & Career | 1.51× | ||
| 20 | Bridal registry | Kids & Family | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.12× | |
| Price Sensitivity | PREMIUM | 1.09× | |
| Need for Security | CONSERVATISM | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.81× | |
| Design Affinity | PREMIUM | 0.81× | |
| Sports Activity | POWER | 0.82× |
Smartphones has an estimated audience of 20,454,812 people in United Kingdom, concentrated in England and South East.
53.3% of Smartphones fans are female, 46.7% are male, with an average age of 44.2 years.
Smartphones fans show strongest brand affinity for Autotrader (1.82×), Google Drive (1.73×), and Microsoft Visio (15.83×) over the country average.
Smartphones fans in United Kingdom are most concentrated in England (reach ~15M), South East (reach ~2.5M), and Yorkshire and the Humber (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Smartphones itself, the audience over-indexes on Google Drive (1.73×), Microsoft Visio (15.83×), WeTransfer (1.57×), and The Sun News (1.6×) 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 Smartphones. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.