A data profile of the people who buy, follow and care about Southeast Asia in United Kingdom — modelled from more than twelve digital signal sources. Southeast Asia has an estimated audience of 3,139,582 people in United Kingdom.
The average Southeast Asia fan in United Kingdom is 43.4 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, Alexandra Daddario, Sketch comedy, with strongest over-indexing on Wikipedia (7.65× the country average).
Demographically, the Southeast Asia audience skews more female with an average age of 43.4, and over-indexes on personality traits such as Patriotism, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Southeast Asia fan in United Kingdom is more female, around 43.4 years old, with strong Patriotism tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Southeast Asia profile in United Kingdom.
57.4% are female, 42.6% are male, average age 43.4.
| Metric | Value |
|---|---|
| Female | 57.4% |
| Male | 42.6% |
| Average age | 43.4 |
| Estimated audience size | 3,139,582 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 31% |
of the worldwide Southeast Asia audience comes from United Kingdom.
| Country | Share |
|---|---|
| Indonesia | 9.5% |
| United States | 9.0% |
| Philippines | 8.0% |
Where the Southeast Asia audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~2.5M | 2.17× | |
| 02 | West Midlands | ~200K | 1.55× | |
| 03 | Yorkshire and the Humber | ~300K | 1.38× | |
| 04 | East of England | ~300K | 1.15× | |
| 05 | South East | ~400K | 1.02× | |
| 06 | North East | ~100K | 1.02× | |
| 07 | East Midlands | ~200K | 0.82× | |
| 08 | South West | ~200K | 0.77× | |
| 09 | Scotland | ~200K | 0.76× | |
| 10 | Wales | ~100K | 0.74× | |
| 11 | Northern Ireland | ~70K | 0.69× | |
| 12 | North West | ~200K | 0.57× |
The strongest cross-interests of the Southeast Asia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Macau | Travel & Leisure | 8.87× | ||
| 02 | Alexandra Daddario | Movies & TV | 8.32× | ||
| 03 | Wikipedia | Internet & Social Media | 7.65× | ||
| 04 | Visa Inc. | Business & Career | 6.87× | ||
| 05 | Sketch comedy | Movies & TV | 5.09× | ||
| 06 | MSC Cruises | Travel & Leisure | 4.69× | ||
| 07 | Country rap | Music & Radio | 4.64× | ||
| 08 | Malaysia | Travel & Leisure | 4.43× | ||
| 09 | CNN | Movies & TV | 3.52× | ||
| 10 | Political science | Business & Career | 3.32× | ||
| 11 | Risk management | Business & Career | 3.20× | ||
| 12 | Satire | Literature | 3.06× | ||
| 13 | Esso | Cars & Mobility | 2.68× | ||
| 14 | Betfair | Games | 2.63× | ||
| 15 | Refrigerator | Home & Garden | 2.34× | ||
| 16 | Internet & Social Media | 2.17× | |||
| 17 | Hobby | Home & Garden | 2.08× | ||
| 18 | William Hill (bookmaker) | Games | 2.06× | ||
| 19 | Breaking news | Movies & TV | 1.89× | ||
| 20 | Distilled beverage | Food & Beverages | 1.70× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.60× | |
| Spirituality | BALANCE | 1.55× | |
| Travelling | THRILL | 1.51× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.68× | |
| Creativity | OPEN | 0.82× | |
| Individualism | JOY | 0.82× |
Southeast Asia has an estimated audience of 3,139,582 people in United Kingdom, concentrated in England and South East.
57.4% of Southeast Asia fans are female, 42.6% are male, with an average age of 43.4 years.
Southeast Asia fans show strongest brand affinity for Wikipedia (7.65×), Alexandra Daddario (8.32×), and Sketch comedy (5.09×) over the country average.
Southeast 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 Southeast Asia itself, the audience over-indexes on Alexandra Daddario (8.32×), Sketch comedy (5.09×), Macau (8.87×), and Hobby (2.08×) 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 Southeast 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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