A data profile of the people who buy, follow and care about Software in United Kingdom — modelled from more than twelve digital signal sources. Software has an estimated audience of 23,395,428 people in United Kingdom.
The average Software fan in United Kingdom is 43.7 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include WhatsApp, Hobby, Wikipedia, with strongest over-indexing on WhatsApp (1.77× the country average).
Demographically, the Software audience skews balanced with an average age of 43.7, and over-indexes on personality traits such as Need for Security, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Software fan in United Kingdom is balanced, around 43.7 years old, with strong Need for Security tendencies and a notable affinity for WhatsApp.
The key figures that characterise the Software profile in United Kingdom.
54.4% are female, 45.6% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 54.4% |
| Male | 45.6% |
| Average age | 43.7 |
| Estimated audience size | 23,395,428 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 30% |
of the worldwide Software audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.3% |
| India | 5.1% |
| Brazil | 4.6% |
Where the Software audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~1.5M | 1.54× | |
| 02 | Yorkshire and the Humber | ~2.5M | 1.39× | |
| 03 | Northern Ireland | ~900K | 1.31× | |
| 04 | North East | ~1M | 1.15× | |
| 05 | East of England | ~2.5M | 1.10× | |
| 06 | Scotland | ~2M | 1.03× | |
| 07 | Wales | ~1.5M | 0.96× | |
| 08 | South West | ~1.5M | 0.88× | |
| 09 | South East | ~2.5M | 0.84× | |
| 10 | England | ~15M | 0.69× | |
| 11 | East Midlands | ~1M | 0.63× | |
| 12 | North West | ~1M | 0.49× |
The strongest cross-interests of the Software audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Diabetes mellitus awareness | Health | 2.30× | ||
| 02 | Drinking establishment | Food & Beverages | 2.24× | ||
| 03 | Tax refund | Business & Career | 2.18× | ||
| 04 | Esso | Cars & Mobility | 2.02× | ||
| 05 | Wikipedia | Internet & Social Media | 1.94× | ||
| 06 | Betfair | Games | 1.79× | ||
| 07 | Risk management | Business & Career | 1.78× | ||
| 08 | Internet & Social Media | 1.77× | |||
| 09 | Refrigerator | Home & Garden | 1.73× | ||
| 10 | Fish and chips | Food & Beverages | 1.72× | ||
| 11 | Mother's Day | Kids & Family | 1.67× | ||
| 12 | William Hill (bookmaker) | Games | 1.66× | ||
| 13 | Satire | Literature | 1.63× | ||
| 14 | Hobby | Home & Garden | 1.59× | ||
| 15 | Technology & Electronics | 1.59× | |||
| 16 | Hot tub | Home & Garden | 1.59× | ||
| 17 | Dentistry | Business & Career | 1.58× | ||
| 18 | Google Drive | Technology & Electronics | 1.56× | ||
| 19 | Office 365 | Technology & Electronics | 1.56× | ||
| 20 | Distilled beverage | Food & Beverages | 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 | 1.30× | |
| Convenience Orientation | PREMIUM | 1.14× | |
| Social Media Usage | JOY | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.83× | |
| Design Affinity | PREMIUM | 0.87× | |
| Sports Activity | POWER | 0.90× |
Software has an estimated audience of 23,395,428 people in United Kingdom, concentrated in England and South East.
54.4% of Software fans are female, 45.6% are male, with an average age of 43.7 years.
Software fans show strongest brand affinity for WhatsApp (1.77×), Hobby (1.59×), and Wikipedia (1.94×) over the country average.
Software 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 Software itself, the audience over-indexes on Hobby (1.59×), Wikipedia (1.94×), Email (1.59×), and William Hill (bookmaker) (1.66×) 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 Software. 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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