The Guardian Audience in United Kingdom

Demographics of The Guardian fans

Audience persona

The typical The Guardian fan in United Kingdom is more female, around 42.3 years old, with strong Sustainability tendencies and a notable affinity for Daily Express.

Top regions in United Kingdom

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Worldwide distribution

See The Guardian audiences in other countries

• The Guardian — Germany
• The Guardian — United States
• The Guardian — France
• The Guardian — Italy
• The Guardian — Spain
• The Guardian — Brazil
• The Guardian — Japan
• The Guardian — South Korea
• The Guardian — India

More Newspaper audiences in United Kingdom

• Daily Express (20,214,446)
• Daily Mirror (17,989,136)
• Daily Mail (11,689,919)
• Liverpool Echo (11,190,709)
• Racing Post (10,106,406)

Frequently asked questions

How many fans does The Guardian have in United Kingdom?

The Guardian has an estimated audience of 14,719,553 people in United Kingdom, concentrated in England and South East.

What is the gender split and age of The Guardian fans?

60.9% of The Guardian fans are female, 39.1% are male, with an average age of 42.3 years.

Which brands do The Guardian fans like most?

The Guardian fans show strongest brand affinity for Daily Express (1.52×), Mail Online (1.77×), and Gmail (1.89×) over the country average.

Where do The Guardian fans live in United Kingdom?

The Guardian fans in United Kingdom are most concentrated in England (reach 11,039,665), South East (reach 2,256,482), and East of England (reach 1,573,303). These three regions account for the largest share of the active audience.

What other brands do The Guardian fans also like?

Beyond The Guardian itself, the audience over-indexes on Mail Online (1.77×), Gmail (1.89×), Google Maps (1.6×), and The Independent (1.73×) compared to the United Kingdom average.

How to read this data

Audience size is the estimated number of people in United Kingdom who actively search for The Guardian. 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.

About this audience profile

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.