Toolstation Audience in United Kingdom
Toolstation has an estimated audience of 14,433,962 people in United Kingdom. 29.0% are female, 71.0% are male, average age 47.4. Top regions: England, South East, Scotland. Top brand affinities: Screwfix, Travelodge, Nationwide Building Society, Wickes, British Gas.
The average Toolstation fan in United Kingdom is 47.4 years old, more male, and lives primarily in England. The audience is concentrated in England, South East, Scotland. Top brand affinities include Screwfix, Travelodge, Nationwide Building Society, with strongest over-indexing on Screwfix (5.35× the country average). Demographically, the Toolstation audience skews more male with an average age of 47.4, and over-indexes on personality traits such as DIY Mentality, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand
Demographics of Toolstation fans
| Metric | Value |
|---|---|
| Female | 29.0% |
| Male | 71.0% |
| Average age | 47.4 |
| Estimated audience size | 14,433,962 |
Audience persona
The typical Toolstation fan in United Kingdom is more male, around 47.4 years old, with strong DIY Mentality tendencies and a notable affinity for Screwfix.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 10,825,472 | 1.22× |
| South East | 1,838,673 | 0.95× |
| Scotland | 1,477,052 | 1.14× |
| East of England | 1,425,509 | 1.08× |
| Yorkshire and the Humber | 1,413,565 | 1.22× |
| Wales | 1,277,726 | 1.55× |
| South West | 1,166,791 | 0.98× |
| East Midlands | 856,113 | 0.84× |
| West Midlands | 828,690 | 1.34× |
| North West | 751,256 | 0.49× |
| North East | 617,250 | 1.1× |
| Northern Ireland | 40,367 | 0.09× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Screwfix | 5.35× | Home & Garden |
| Travelodge | 5.11× | Travel & Leisure |
| Nationwide Building Society | 5.76× | Business & Career |
| Wickes | 2.96× | Home & Garden |
| British Gas | 2.85× | Home & Garden |
| B&Q | 2.31× | Shopping |
| Jewson | 7.2× | Business & Career |
| Halfords | 2.16× | Cars & Mobility |
| Moonpig | 2.6× | Home & Garden |
| H. Samuel | 4.52× | Fashion & Accessoires |
| Octopus Energy | 2.08× | Home & Garden |
| TopCashBack | 3.01× | Shopping |
| Eurostar | 3.29× | Cars & Mobility |
| RS Components | 6.58× | Technology & Electronics |
| Euro Car Parts | 2.38× | Cars & Mobility |
| Bonmarché | 4.65× | Shopping |
| Forbidden Planet | 5.84× | Literature |
| Ryobi | 6.39× | Cars & Mobility |
| Makita | 5.75× | Home & Garden |
| Autotrader | 1.72× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.52 |
| Convenience Orientation | PREMIUM | 1.6 |
| Patriotism | CONSERVATISM | 1.52 |
| Indulgence | JOY | 1.48 |
| Luxury Orientation | PREMIUM | 1.39 |
| Quality Awareness | PREMIUM | 1.31 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 86.3% |
| Netherlands | 7.6% |
| Belgium | 2.1% |
See Toolstation audiences in other countries
More Home & Garden audiences in United Kingdom
- Barcaffe (19,248,449)
- John Lewis (department store) (18,584,414)
- Gimme! Coffee (18,054,054)
- Aldi (17,402,911)
- Tesco (17,080,413)
Frequently asked questions
How many fans does Toolstation have in United Kingdom?
Toolstation has an estimated audience of 14,433,962 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Toolstation fans?
29.0% of Toolstation fans are female, 71.0% are male, with an average age of 47.4 years.
Which brands do Toolstation fans like most?
Toolstation fans show strongest brand affinity for Screwfix (5.35×), Travelodge (5.11×), and Nationwide Building Society (5.76×) over the country average.
Where do Toolstation fans live in United Kingdom?
Toolstation fans in United Kingdom are most concentrated in England (reach 10,825,472), South East (reach 1,838,673), and Scotland (reach 1,477,052). These three regions account for the largest share of the active audience.
What other brands do Toolstation fans also like?
Beyond Toolstation itself, the audience over-indexes on Travelodge (5.11×), Nationwide Building Society (5.76×), Wickes (2.96×), and British Gas (2.85×) 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 Toolstation. 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.