A data profile of the people who buy, follow and care about Square in United Kingdom — modelled from more than twelve digital signal sources. Square has an estimated audience of 3,674,266 people in United Kingdom.
The average Square fan in United Kingdom is 42.2 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Scotland, Wales.
Top brand affinities include Subway, Esso, Mobile payment, with strongest over-indexing on Subway (5.19× the country average).
Demographically, the Square audience skews balanced with an average age of 42.2, and over-indexes on personality traits such as Urban Lifestyle, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Square fan in United Kingdom is balanced, around 42.2 years old, with strong Urban Lifestyle tendencies and a notable affinity for Subway.
The key figures that characterise the Square profile in United Kingdom.
47.5% are female, 52.5% are male, average age 42.2.
| Metric | Value |
|---|---|
| Female | 47.5% |
| Male | 52.5% |
| Average age | 42.2 |
| Estimated audience size | 3,674,266 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 18% | |
| 30-39 | 28% | |
| 40-49 | 38% | |
| 50+ | 11% |
of the worldwide Square audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 36.5% |
| United Kingdom | 16.1% |
| Canada | 5.9% |
Where the Square audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~500K | 2.73× | |
| 02 | Wales | ~50K | 1.36× | |
| 03 | Scotland | ~80K | 1.21× | |
| 04 | Northern Ireland | ~20K | 1.11× | |
| 05 | Yorkshire and the Humber | ~40K | 0.65× | |
| 06 | West Midlands | ~20K | 0.62× | |
| 07 | East of England | ~30K | 0.51× | |
| 08 | North East | ~10K | 0.50× | |
| 09 | South East | ~40K | 0.46× | |
| 10 | South West | ~20K | 0.43× | |
| 11 | East Midlands | ~20K | 0.37× | |
| 12 | North West | ~20K | 0.25× |
The strongest cross-interests of the Square audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mobile payment | Business & Career | 6.78× | ||
| 02 | Flea market | Home & Garden | 6.15× | ||
| 03 | Outlet store | Shopping | 5.91× | ||
| 04 | Subway | Food & Beverages | 5.19× | ||
| 05 | Rail transport | Travel & Leisure | 4.06× | ||
| 06 | Hypermarket | Shopping | 3.85× | ||
| 07 | Esso | Cars & Mobility | 3.74× | ||
| 08 | Sports club | Sports | 3.52× | ||
| 09 | NatWest | Business & Career | 3.35× | ||
| 10 | Zoo | Kids & Family | 3.14× | ||
| 11 | Wikipedia | Internet & Social Media | 2.74× | ||
| 12 | Telecommunication | Technology & Electronics | 2.70× | ||
| 13 | Insurance | Business & Career | 2.62× | ||
| 14 | TUI | Travel & Leisure | 2.38× | ||
| 15 | Breaking news | Movies & TV | 2.35× | ||
| 16 | Banking | Business & Career | 2.22× | ||
| 17 | Liverpool F.C. | Sports | 2.09× | ||
| 18 | Do it yourself (DIY) | Home & Garden | 2.07× | ||
| 19 | Energy | Home & Garden | 1.98× | ||
| 20 | Manchester United F.C. | Sports | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 2.46× | |
| Need for Security | CONSERVATISM | 1.71× | |
| Convenience Orientation | PREMIUM | 1.46× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.56× | |
| Quality Awareness | PREMIUM | 0.61× | |
| Luxury Orientation | PREMIUM | 0.64× |
Square's target market in United Kingdom covers an estimated 3,674,266 people, concentrated in England and Scotland.
47.5% of the Square audience are female, 52.5% are male, with an average age of 42.2 years.
Square fans show strongest brand affinity for Subway (5.19×), Esso (3.74×), and Mobile payment (6.78×) over the country average.
Square fans in United Kingdom are most concentrated in England (reach ~500K), Scotland (reach ~80K), and Wales (reach ~50K). These three regions account for the largest share of the active audience.
Beyond Square itself, the audience over-indexes on Esso (3.74×), Mobile payment (6.78×), Rail transport (4.06×), and NatWest (3.35×) 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 Square. 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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