A data profile of the people who buy, follow and care about The Scotsman in United Kingdom — modelled from more than twelve digital signal sources. The Scotsman has an estimated audience of 1,085,834 people in United Kingdom.
The average The Scotsman fan in United Kingdom is 46.8 years old, more female, and lives primarily in Scotland.
The audience is concentrated in Scotland, Yorkshire and the Humber, South East.
Top brand affinities include ITV News, Rangers FC, Belfast Telegraph, with strongest over-indexing on ITV News (9.55× the country average).
Demographically, the The Scotsman audience skews more female with an average age of 46.8, and over-indexes on personality traits such as Need for Security, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical The Scotsman fan in United Kingdom is more female, around 46.8 years old, with strong Need for Security tendencies and a notable affinity for ITV News.
The key figures that characterise the The Scotsman profile in United Kingdom.
58.9% are female, 41.1% are male, average age 46.8.
| Metric | Value |
|---|---|
| Female | 58.9% |
| Male | 41.1% |
| Average age | 46.8 |
| Estimated audience size | 1,085,834 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 11% | |
| 30-39 | 16% | |
| 40-49 | 27% | |
| 50+ | 38% |
of the worldwide The Scotsman audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 71.9% |
| United States | 11.0% |
| Australia | 4.1% |
Where the The Scotsman audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~400K | 3.68× | |
| 02 | Yorkshire and the Humber | ~200K | 1.82× | |
| 03 | North East | ~70K | 1.65× | |
| 04 | West Midlands | ~50K | 0.97× | |
| 05 | South East | ~100K | 0.94× | |
| 06 | East of England | ~90K | 0.87× | |
| 07 | North West | ~80K | 0.72× | |
| 08 | East Midlands | ~60K | 0.71× | |
| 09 | South West | ~60K | 0.70× | |
| 10 | Wales | ~30K | 0.41× | |
| 11 | Northern Ireland | ~10K | 0.39× | |
| 12 | England | ~100K | 0.13× |
The strongest cross-interests of the The Scotsman audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | ITV News | Movies & TV | 9.55× | ||
| 02 | Belfast Telegraph | News | 7.33× | ||
| 03 | Rangers FC | Sports | 6.22× | ||
| 04 | Sky News | Sports | 4.91× | ||
| 05 | Daily Star (United Kingdom) | News | 3.79× | ||
| 06 | Celtic FC | Sports | 3.75× | ||
| 07 | London Evening Standard | News | 3.60× | ||
| 08 | Motorhome | Cars & Mobility | 3.46× | ||
| 09 | Edinburgh | Travel & Leisure | 3.09× | ||
| 10 | Refrigerator | Home & Garden | 2.89× | ||
| 11 | Mobile home | Cars & Mobility | 2.82× | ||
| 12 | Wikipedia | Internet & Social Media | 2.80× | ||
| 13 | The Times | News | 2.71× | ||
| 14 | Volunteering | Politics & Society | 2.26× | ||
| 15 | Daily Express | News | 2.22× | ||
| 16 | Hobby | Home & Garden | 2.18× | ||
| 17 | Distilled beverage | Food & Beverages | 2.03× | ||
| 18 | Politics | Politics & Society | 1.89× | ||
| 19 | Aldi | Shopping | 1.68× | ||
| 20 | Kitchen | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.41× | |
| Tradition | CONSERVATISM | 1.39× | |
| Individualism | JOY | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.75× | |
| Luxury Orientation | PREMIUM | 0.77× | |
| Mindfulness | BALANCE | 0.80× |
The Scotsman has an estimated audience of 1,085,834 people in United Kingdom, concentrated in Scotland and Yorkshire and the Humber.
58.9% of The Scotsman fans are female, 41.1% are male, with an average age of 46.8 years.
The Scotsman fans show strongest brand affinity for ITV News (9.55×), Rangers FC (6.22×), and Belfast Telegraph (7.33×) over the country average.
The Scotsman fans in United Kingdom are most concentrated in Scotland (reach ~400K), Yorkshire and the Humber (reach ~200K), and South East (reach ~100K). These three regions account for the largest share of the active audience.
Beyond The Scotsman itself, the audience over-indexes on Rangers FC (6.22×), Belfast Telegraph (7.33×), Daily Star (United Kingdom) (3.79×), and Sky News (4.91×) 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 Scotsman. 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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