A data profile of the people who buy, follow and care about Soil in United Kingdom — modelled from more than twelve digital signal sources. Soil has an estimated audience of 3,448,406 people in United Kingdom.
The average Soil fan in United Kingdom is 45.7 years old, more female, and lives primarily in South East.
The audience is concentrated in South East, Yorkshire and the Humber, East of England.
Top brand affinities include Wikipedia, Hobby, Refrigerator, with strongest over-indexing on Wikipedia (3.52× the country average).
Demographically, the Soil audience skews more female with an average age of 45.7, and over-indexes on personality traits such as DIY Mentality, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Soil fan in United Kingdom is more female, around 45.7 years old, with strong DIY Mentality tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Soil profile in United Kingdom.
57.6% are female, 42.4% are male, average age 45.7.
| Metric | Value |
|---|---|
| Female | 57.6% |
| Male | 42.4% |
| Average age | 45.7 |
| Estimated audience size | 3,448,406 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 36% |
of the worldwide Soil audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 22.3% |
| Italy | 4.2% |
| Brazil | 4.2% |
Where the Soil audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~200K | 1.47× | |
| 02 | Yorkshire and the Humber | ~300K | 1.26× | |
| 03 | East of England | ~300K | 1.09× | |
| 04 | North East | ~100K | 1.05× | |
| 05 | South East | ~500K | 1.01× | |
| 06 | South West | ~200K | 0.87× | |
| 07 | East Midlands | ~200K | 0.83× | |
| 08 | North West | ~200K | 0.55× |
The strongest cross-interests of the Soil audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 3.52× | ||
| 02 | Forestry | Home & Garden | 3.37× | ||
| 03 | Political science | Business & Career | 3.18× | ||
| 04 | Risk management | Business & Career | 3.10× | ||
| 05 | Esso | Cars & Mobility | 2.72× | ||
| 06 | Adoption | Kids & Family | 2.67× | ||
| 07 | Refrigerator | Home & Garden | 2.61× | ||
| 08 | Mobile home | Cars & Mobility | 2.60× | ||
| 09 | Hot tub | Home & Garden | 2.39× | ||
| 10 | Satire | Literature | 2.24× | ||
| 11 | Hobby | Home & Garden | 2.07× | ||
| 12 | Volunteering | Politics & Society | 1.88× | ||
| 13 | Distilled beverage | Food & Beverages | 1.78× | ||
| 14 | Internet & Social Media | 1.78× | |||
| 15 | Royal Mail | Business & Career | 1.78× | ||
| 16 | William Hill (bookmaker) | Games | 1.73× | ||
| 17 | Vegetable | Food & Beverages | 1.65× | ||
| 18 | Aldi | Shopping | 1.59× | ||
| 19 | Screwfix | Home & Garden | 1.59× | ||
| 20 | Kitchen | Home & Garden | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.54× | |
| Sustainability | BALANCE | 1.44× | |
| Design Affinity | PREMIUM | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.81× | |
| Family Orientation | CONSERVATISM | 0.85× | |
| Social Media Usage | JOY | 0.93× |
Soil has an estimated audience of 3,448,406 people in United Kingdom, concentrated in South East and Yorkshire and the Humber.
57.6% of Soil fans are female, 42.4% are male, with an average age of 45.7 years.
Soil fans show strongest brand affinity for Wikipedia (3.52×), Hobby (2.07×), and Refrigerator (2.61×) over the country average.
Soil fans in United Kingdom are most concentrated in South East (reach ~500K), Yorkshire and the Humber (reach ~300K), and East of England (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Soil itself, the audience over-indexes on Hobby (2.07×), Refrigerator (2.61×), Esso (2.72×), and Forestry (3.37×) 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 Soil. 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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