A data profile of the people who buy, follow and care about The Guardian in United Kingdom — modelled from more than twelve digital signal sources. The Guardian has an estimated audience of 14,539,128 people in United Kingdom.
The average The Guardian fan in United Kingdom is 42.3 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Daily Express, Mail Online, Gmail, with strongest over-indexing on Daily Express (1.52× the country average).
Demographically, the The Guardian audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Creativity, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical The Guardian fan in United Kingdom is more female, around 42.3 years old, with strong Creativity tendencies and a notable affinity for Daily Express.
The key figures that characterise the The Guardian profile in United Kingdom.
60.9% are female, 39.1% are male, average age 42.3.
| Metric | Value |
|---|---|
| Female | 60.9% |
| Male | 39.1% |
| Average age | 42.3 |
| Estimated audience size | 14,539,128 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 27% |
of the worldwide The Guardian audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 27.2% |
| United States | 16.0% |
| Australia | 5.8% |
Where the The Guardian audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~11M | 2.22× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.31× | |
| 03 | East of England | ~1.5M | 1.17× | |
| 04 | North East | ~700K | 1.17× | |
| 05 | South East | ~2.5M | 1.14× | |
| 06 | West Midlands | ~700K | 1.05× | |
| 07 | South West | ~1M | 0.95× | |
| 08 | Scotland | ~900K | 0.68× | |
| 09 | East Midlands | ~700K | 0.67× | |
| 10 | Northern Ireland | ~300K | 0.57× | |
| 11 | North West | ~900K | 0.55× | |
| 12 | Wales | ~400K | 0.53× |
The strongest cross-interests of the The Guardian audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Michael Douglas | Movies & TV | 2.21× | ||
| 02 | Catherine Zeta-Jones | Movies & TV | 2.19× | ||
| 03 | Hilary Duff | Movies & TV | 2.18× | ||
| 04 | The Observer | News | 2.15× | ||
| 05 | Catherine, Duchess of Cambridge | Politics & Society | 2.10× | ||
| 06 | OK! | News | 2.00× | ||
| 07 | Sharon Osbourne | Movies & TV | 1.92× | ||
| 08 | Ryan Gosling | Movies & TV | 1.92× | ||
| 09 | Gmail | Internet & Social Media | 1.89× | ||
| 10 | The Times | News | 1.78× | ||
| 11 | Mail Online | News | 1.77× | ||
| 12 | The Independent | News | 1.73× | ||
| 13 | Andy Burnham | Politics & Society | 1.69× | ||
| 14 | Keir Starmer | Politics & Society | 1.69× | ||
| 15 | Michael Jackson | Music & Radio | 1.67× | ||
| 16 | Katie Price | Fashion & Accessoires | 1.66× | ||
| 17 | OneDrive | Technology & Electronics | 1.66× | ||
| 18 | Channel 5 (UK) | Movies & TV | 1.62× | ||
| 19 | Google Maps | Internet & Social Media | 1.60× | ||
| 20 | Daily Express | News | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.16× | |
| Spirituality | BALANCE | 1.11× | |
| Mindfulness | BALANCE | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.90× | |
| Urban Lifestyle | OPEN | 0.95× | |
| Sports Activity | POWER | 0.95× |
The Guardian has an estimated audience of 14,539,128 people in United Kingdom, concentrated in England and South East.
60.9% of The Guardian fans are female, 39.1% are male, with an average age of 42.3 years.
The Guardian fans show strongest brand affinity for Daily Express (1.52×), Mail Online (1.77×), and Gmail (1.89×) over the country average.
The Guardian fans in United Kingdom are most concentrated in England (reach ~11M), South East (reach ~2.5M), and East of England (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond The Guardian itself, the audience over-indexes on Mail Online (1.77×), Gmail (1.89×), Google Maps (1.6×), and Katie Price (1.66×) 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 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.
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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