A data profile of the people who buy, follow and care about South Asia in United Kingdom — modelled from more than twelve digital signal sources. South Asia has an estimated audience of 3,130,134 people in United Kingdom.
The average South Asia fan in United Kingdom is 42.9 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, WhatsApp, Political science, with strongest over-indexing on Wikipedia (7.58× the country average).
Demographically, the South Asia audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Spirituality, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical South Asia fan in United Kingdom is more female, around 42.9 years old, with strong Spirituality tendencies and a notable affinity for Wikipedia.
The key figures that characterise the South Asia profile in United Kingdom.
56.6% are female, 43.4% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 42.9 |
| Estimated audience size | 3,130,134 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 19% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 27% |
of the worldwide South Asia audience comes from United Kingdom.
| Country | Share |
|---|---|
| India | 18.1% |
| United States | 11.1% |
| Saudi Arabia | 3.4% |
Where the South Asia audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~200K | 1.55× | |
| 02 | England | ~2.5M | 1.42× | |
| 03 | Yorkshire and the Humber | ~300K | 1.38× | |
| 04 | East of England | ~300K | 1.15× | |
| 05 | South East | ~400K | 1.02× | |
| 06 | Scotland | ~300K | 1.02× | |
| 07 | North East | ~100K | 1.02× | |
| 08 | Wales | ~200K | 0.94× | |
| 09 | East Midlands | ~200K | 0.82× | |
| 10 | Northern Ireland | ~80K | 0.79× | |
| 11 | South West | ~200K | 0.77× | |
| 12 | North West | ~200K | 0.57× |
The strongest cross-interests of the South Asia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Red Sea | Travel & Leisure | 7.77× | ||
| 02 | Wikipedia | Internet & Social Media | 7.58× | ||
| 03 | Macau | Travel & Leisure | 6.73× | ||
| 04 | Al Jazeera | Movies & TV | 6.22× | ||
| 05 | Alexandra Daddario | Movies & TV | 4.97× | ||
| 06 | Sri Lanka | Travel & Leisure | 4.84× | ||
| 07 | International relations | Business & Career | 4.38× | ||
| 08 | Political science | Business & Career | 3.73× | ||
| 09 | Hinduism | Politics & Society | 3.59× | ||
| 10 | Indian Premier League | Sports | 3.44× | ||
| 11 | Sketch comedy | Movies & TV | 3.20× | ||
| 12 | Risk management | Business & Career | 2.77× | ||
| 13 | Esso | Cars & Mobility | 2.49× | ||
| 14 | Philanthropy | Arts & Culture | 2.15× | ||
| 15 | Internet & Social Media | 2.09× | |||
| 16 | Satire | Literature | 2.09× | ||
| 17 | Refrigerator | Home & Garden | 1.87× | ||
| 18 | Radio | Technology & Electronics | 1.82× | ||
| 19 | Hobby | Home & Garden | 1.58× | ||
| 20 | Local food | Food & Beverages | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.56× | |
| Patriotism | CONSERVATISM | 1.47× | |
| Community Orientation | OPEN | 1.42× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.82× | |
| Creativity | OPEN | 0.91× | |
| Extroversion | THRILL | 0.93× |
South Asia has an estimated audience of 3,130,134 people in United Kingdom, concentrated in England and South East.
56.6% of South Asia fans are female, 43.4% are male, with an average age of 42.9 years.
South Asia fans show strongest brand affinity for Wikipedia (7.58×), WhatsApp (2.09×), and Political science (3.73×) over the country average.
South Asia fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~400K), and Yorkshire and the Humber (reach ~300K). These three regions account for the largest share of the active audience.
Beyond South Asia itself, the audience over-indexes on WhatsApp (2.09×), Political science (3.73×), Macau (6.73×), and Esso (2.49×) 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 Asia. 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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