United Kingdom Audience in United Kingdom
United Kingdom has an estimated audience of 32,656,417 people in United Kingdom. 57.0% are female, 43.0% are male, average age 44.4. Top regions: England, South East, East of England. Top brand affinities: Oatly, Melanin, US Open (tennis), Sunday Brunch, Reggaeton.
The average United Kingdom fan in United Kingdom is 44.4 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, East of England. Top brand affinities include Oatly, Melanin, US Open (tennis), with strongest over-indexing on Oatly (76.47× the country average). Demographically, the United Kingdom audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Travelling, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Travel & Leisure · Type: POI · Subtype: Country
Demographics of United Kingdom fans
| Metric | Value |
|---|---|
| Female | 57.0% |
| Male | 43.0% |
| Average age | 44.4 |
| Estimated audience size | 32,656,417 |
Audience persona
The typical United Kingdom fan in United Kingdom is more female, around 44.4 years old, with strong Travelling tendencies and a notable affinity for Oatly.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 24,492,313 | 0.98× |
| South East | 5,220,122 | 1.19× |
| East of England | 3,900,997 | 1.31× |
| Scotland | 3,725,425 | 1.27× |
| Yorkshire and the Humber | 2,954,100 | 1.13× |
| South West | 2,125,938 | 0.79× |
| North East | 1,992,750 | 1.59× |
| Wales | 1,804,311 | 0.97× |
| West Midlands | 1,403,979 | 1× |
| East Midlands | 1,402,290 | 0.61× |
| North West | 1,345,034 | 0.39× |
| Northern Ireland | 792,754 | 0.79× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Oatly | 76.47× | Food & Beverages |
| Melanin | 32.26× | Beauty & Wellness |
| US Open (tennis) | 16.6× | Sports |
| Sunday Brunch | 9.58× | Kids & Family |
| Reggaeton | 8.72× | Music & Radio |
| Travel Blogger | 9.74× | Travel & Leisure |
| FIFA World Cup | 1.72× | Sports |
| Rugby sevens | 5.5× | Sports |
| Weddings | 1.79× | Kids & Family |
| Expensive Taste | 2.52× | Business & Career |
| Local food | 2.17× | Food & Beverages |
| Distilled beverage | 1.73× | Food & Beverages |
| 1.75× | Internet & Social Media | |
| UEFA Champions League | 1.89× | Sports |
| Natural skin care | 2.5× | Beauty & Wellness |
| Home business | 3.41× | Business & Career |
| Luxury yacht | 2.67× | Travel & Leisure |
| Purchase discount | 3.18× | Shopping |
| TripAdvisor | 1.74× | Travel & Leisure |
| Cats (musical) | 3.93× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 2.11 |
| Community Orientation | OPEN | 1.48 |
| Indulgence | JOY | 1.42 |
| Price Sensitivity | PREMIUM | 1.38 |
| Luxury Orientation | PREMIUM | 1.26 |
| LGBTQ+ Identity | OPEN | 1.25 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 17.4% |
| United States | 15.5% |
| Australia | 7.0% |
See United Kingdom audiences in other countries
More Country audiences in United Kingdom
- Ireland (16,201,845)
- Australia (15,899,457)
- United States (12,388,501)
- Italy (9,268,696)
- Republic of Ireland (8,806,453)
Frequently asked questions
How many fans does United Kingdom have in United Kingdom?
United Kingdom has an estimated audience of 32,656,417 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of United Kingdom fans?
57.0% of United Kingdom fans are female, 43.0% are male, with an average age of 44.4 years.
Which brands do United Kingdom fans like most?
United Kingdom fans show strongest brand affinity for Oatly (76.47×), Melanin (32.26×), and US Open (tennis) (16.6×) over the country average.
Where do United Kingdom fans live in United Kingdom?
United Kingdom fans in United Kingdom are most concentrated in England (reach 24,492,313), South East (reach 5,220,122), and East of England (reach 3,900,997). These three regions account for the largest share of the active audience.
What other brands do United Kingdom fans also like?
Beyond United Kingdom itself, the audience over-indexes on Melanin (32.26×), US Open (tennis) (16.6×), Sunday Brunch (9.58×), and Reggaeton (8.72×) 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 United Kingdom. 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.