A data profile of the people who buy, follow and care about The Works in United Kingdom — modelled from more than twelve digital signal sources. The Works has an estimated audience of 4,942,354 people in United Kingdom.
The average The Works fan in United Kingdom is 44.1 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Forest Holidays, Chloë Grace Moretz, Mark Wright (TV personality), with strongest over-indexing on Forest Holidays (28.81× the country average).
Demographically, the The Works audience skews more female with an average age of 44.1, and over-indexes on personality traits such as Individualism, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical The Works fan in United Kingdom is more female, around 44.1 years old, with strong Individualism tendencies and a notable affinity for Forest Holidays.
The key figures that characterise the The Works profile in United Kingdom.
93.3% are female, 6.7% are male, average age 44.1.
| Metric | Value |
|---|---|
| Female | 93.3% |
| Male | 6.7% |
| Average age | 44.1 |
| Estimated audience size | 4,942,354 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 18% | |
| 30-39 | 26% | |
| 40-49 | 23% | |
| 50+ | 28% |
of the worldwide The Works audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 84.7% |
| United States | 4.1% |
| Ireland | 2.4% |
Where the The Works audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~300K | 1.45× | |
| 02 | Yorkshire and the Humber | ~500K | 1.33× | |
| 03 | Wales | ~300K | 1.17× | |
| 04 | North East | ~200K | 1.13× | |
| 05 | East of England | ~500K | 1.10× | |
| 06 | Northern Ireland | ~200K | 1.05× | |
| 07 | Scotland | ~400K | 0.95× | |
| 08 | South East | ~600K | 0.88× | |
| 09 | East Midlands | ~300K | 0.86× | |
| 10 | England | ~3.5M | 0.83× | |
| 11 | South West | ~300K | 0.82× | |
| 12 | North West | ~200K | 0.44× |
The strongest cross-interests of the The Works audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kamen Rider Gaim | Movies & TV | 166.39× | ||
| 02 | NikeID | Fashion & Accessoires | 42.38× | ||
| 03 | Chloë Grace Moretz | Movies & TV | 41.12× | ||
| 04 | Planet Organic | Shopping | 37.26× | ||
| 05 | Feadship | Cars & Mobility | 34.91× | ||
| 06 | Forest Holidays | Travel & Leisure | 28.81× | ||
| 07 | Mark Wright (TV personality) | Movies & TV | 26.91× | ||
| 08 | Jess Wright | Movies & TV | 24.84× | ||
| 09 | Lucy Hale | Movies & TV | 19.37× | ||
| 10 | Joe Sugg | Internet & Social Media | 19.10× | ||
| 11 | Take a Break (magazine) | Website / Newspaper / Magazine | 14.72× | ||
| 12 | Rebecca Ferguson | Movies & TV | 13.21× | ||
| 13 | Kaley Cuoco | Movies & TV | 9.05× | ||
| 14 | Brittany Snow | Movies & TV | 8.91× | ||
| 15 | The Entertainer | Movies & TV | 8.28× | ||
| 16 | Google Flights | Travel & Leisure | 7.91× | ||
| 17 | Alexandra Daddario | Movies & TV | 7.66× | ||
| 18 | Sabrina Carpenter | Music & Radio | 7.30× | ||
| 19 | Shoemaking | Fashion & Accessoires | 5.29× | ||
| 20 | Ricky Hatton | Sports | 4.96× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.39× | |
| Price Sensitivity | PREMIUM | 1.29× | |
| Mindfulness | BALANCE | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.74× | |
| Risk Appetite | THRILL | 0.78× | |
| Patriotism | CONSERVATISM | 0.82× |
The Works's target market in United Kingdom covers an estimated 4,942,354 people, concentrated in England and South East.
93.3% of the The Works audience are female, 6.7% are male, with an average age of 44.1 years.
The Works fans show strongest brand affinity for Forest Holidays (28.81×), Chloë Grace Moretz (41.12×), and Mark Wright (TV personality) (26.91×) over the country average.
The Works fans in United Kingdom are most concentrated in England (reach ~3.5M), South East (reach ~600K), and Yorkshire and the Humber (reach ~500K). These three regions account for the largest share of the active audience.
Beyond The Works itself, the audience over-indexes on Chloë Grace Moretz (41.12×), Mark Wright (TV personality) (26.91×), Google Flights (7.91×), and Rebecca Ferguson (13.21×) 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 Works. 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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