A data profile of the people who buy, follow and care about South America in United Kingdom — modelled from more than twelve digital signal sources. South America has an estimated audience of 5,516,534 people in United Kingdom.
The average South America fan in United Kingdom is 44.1 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Wikipedia, Superman, Hobby, with strongest over-indexing on Wikipedia (4.02× the country average).
Demographically, the South America audience skews more female with an average age of 44.1, and over-indexes on personality traits such as Mindfulness, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical South America fan in United Kingdom is more female, around 44.1 years old, with strong Mindfulness tendencies and a notable affinity for Wikipedia.
The key figures that characterise the South America profile in United Kingdom.
58.0% are female, 42.0% are male, average age 44.1.
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 44.1 |
| Estimated audience size | 5,516,534 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 31% |
of the worldwide South America audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 21.3% |
| Brazil | 13.0% |
| Colombia | 6.3% |
Where the South America audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~300K | 1.29× | |
| 02 | Yorkshire and the Humber | ~600K | 1.28× | |
| 03 | South East | ~900K | 1.15× | |
| 04 | East of England | ~600K | 1.11× | |
| 05 | Scotland | ~500K | 1.07× | |
| 06 | Wales | ~300K | 1.04× | |
| 07 | North East | ~200K | 1.04× | |
| 08 | Northern Ireland | ~200K | 0.96× | |
| 09 | England | ~4M | 0.93× | |
| 10 | South West | ~400K | 0.87× | |
| 11 | East Midlands | ~300K | 0.78× | |
| 12 | North West | ~300K | 0.52× |
The strongest cross-interests of the South America audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Shakira | Music & Radio | 4.12× | ||
| 02 | Wikipedia | Internet & Social Media | 4.02× | ||
| 03 | Alexandra Daddario | Movies & TV | 3.59× | ||
| 04 | Margot Robbie | Movies & TV | 3.00× | ||
| 05 | Sketch comedy | Movies & TV | 2.96× | ||
| 06 | Adoption | Kids & Family | 2.60× | ||
| 07 | Nationwide Building Society | Business & Career | 2.53× | ||
| 08 | Las Vegas | Travel & Leisure | 2.26× | ||
| 09 | Risk management | Business & Career | 2.20× | ||
| 10 | Esso | Cars & Mobility | 2.12× | ||
| 11 | Satire | Literature | 2.09× | ||
| 12 | Genetics | Kids & Family | 2.01× | ||
| 13 | Vegetable | Food & Beverages | 1.81× | ||
| 14 | Betfair | Games | 1.80× | ||
| 15 | Refrigerator | Home & Garden | 1.73× | ||
| 16 | William Hill (bookmaker) | Games | 1.72× | ||
| 17 | Internet & Social Media | 1.71× | |||
| 18 | Superman | Movies & TV | 1.66× | ||
| 19 | Breaking news | Movies & TV | 1.65× | ||
| 20 | Hobby | Home & Garden | 1.60× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.55× | |
| Patriotism | CONSERVATISM | 1.40× | |
| Community Orientation | OPEN | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.81× | |
| Creativity | OPEN | 0.85× | |
| Sports Activity | POWER | 0.89× |
South America has an estimated audience of 5,516,534 people in United Kingdom, concentrated in England and South East.
58.0% of South America fans are female, 42.0% are male, with an average age of 44.1 years.
South America fans show strongest brand affinity for Wikipedia (4.02×), Superman (1.66×), and Hobby (1.6×) over the country average.
South America fans in United Kingdom are most concentrated in England (reach ~4M), South East (reach ~900K), and Yorkshire and the Humber (reach ~600K). These three regions account for the largest share of the active audience.
Beyond South America itself, the audience over-indexes on Superman (1.66×), Hobby (1.6×), Vegetable (1.81×), and Breaking news (1.65×) 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 South America. 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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