A data profile of the people who buy, follow and care about The Times in United Kingdom — modelled from more than twelve digital signal sources. The Times has an estimated audience of 7,158,601 people in United Kingdom.
The average The Times fan in United Kingdom is 46.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Mail Online, Gmail, Google Maps, with strongest over-indexing on Mail Online (2.67× the country average).
Demographically, the The Times audience skews more female with an average age of 46.4, and over-indexes on personality traits such as Patriotism, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical The Times fan in United Kingdom is more female, around 46.4 years old, with strong Patriotism tendencies and a notable affinity for Mail Online.
The key figures that characterise the The Times profile in United Kingdom.
61.0% are female, 39.0% are male, average age 46.4.
| Metric | Value |
|---|---|
| Female | 61.0% |
| Male | 39.0% |
| Average age | 46.4 |
| Estimated audience size | 7,158,601 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 13% | |
| 30-39 | 17% | |
| 40-49 | 25% | |
| 50+ | 38% |
of the worldwide The Times audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 31.0% |
| United States | 12.1% |
| Italy | 10.3% |
Where the The Times audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~5.5M | 2.08× | |
| 02 | Greater London | ~1.5M | 1.54× | |
| 03 | South East | ~1.5M | 1.41× | |
| 04 | South West | ~800K | 1.35× | |
| 05 | East of England | ~800K | 1.21× | |
| 06 | North West | ~800K | 1.02× | |
| 07 | East Midlands | ~400K | 0.76× | |
| 08 | Scotland | ~500K | 0.72× | |
| 09 | Wales | ~300K | 0.68× | |
| 10 | North East | ~200K | 0.67× | |
| 11 | Yorkshire and the Humber | ~300K | 0.53× | |
| 12 | Northern Ireland | ~100K | 0.53× | |
| 13 | West Midlands | ~200K | 0.51× |
The strongest cross-interests of the The Times audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sharon Osbourne | Movies & TV | 3.37× | ||
| 02 | Ryan Gosling | Movies & TV | 3.37× | ||
| 03 | Ivanka Trump | Politics & Society | 3.24× | ||
| 04 | Gmail | Internet & Social Media | 3.00× | ||
| 05 | Demi Moore | Movies & TV | 2.91× | ||
| 06 | Mail Online | News | 2.67× | ||
| 07 | Google Maps | Internet & Social Media | 2.61× | ||
| 08 | Financial Times | News | 2.40× | ||
| 09 | Waterstones | Literature | 2.06× | ||
| 10 | The Independent | News | 2.03× | ||
| 11 | The Guardian | News | 1.95× | ||
| 12 | Melania Trump | Politics & Society | 1.76× | ||
| 13 | Daily Star (United Kingdom) | News | 1.75× | ||
| 14 | The Gilded Age | Movies & TV | 1.69× | ||
| 15 | Daily Express | News | 1.64× | ||
| 16 | David Attenborough | Movies & TV | 1.62× | ||
| 17 | Daily Mirror | News | 1.58× | ||
| 18 | Scottish Widows | Business & Career | 1.57× | ||
| 19 | Google Drive | Technology & Electronics | 1.52× | ||
| 20 | Dick Van Dyke | Movies & TV | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.28× | |
| Sustainability | BALANCE | 1.26× | |
| Mindfulness | BALANCE | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.93× | |
| DIY Mentality | THRILL | 0.94× | |
| Early Adopter Mentality | POWER | 1.00× |
The Times has an estimated audience of 7,158,601 people in United Kingdom, concentrated in England and Greater London.
61.0% of The Times fans are female, 39.0% are male, with an average age of 46.4 years.
The Times fans show strongest brand affinity for Mail Online (2.67×), Gmail (3×), and Google Maps (2.61×) over the country average.
The Times fans in United Kingdom are most concentrated in England (reach ~5.5M), Greater London (reach ~1.5M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond The Times itself, the audience over-indexes on Gmail (3×), Google Maps (2.61×), The Guardian (1.95×), and Daily Express (1.64×) 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 Times. 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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