A data profile of the people who buy, follow and care about United Kingdom in United Kingdom — modelled from more than twelve digital signal sources. United Kingdom has an estimated audience of 32,656,417 people in United Kingdom.
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 Hobby, Distilled beverage, Breaking news, with strongest over-indexing on Hobby (1.64× 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 Patriotism, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical United Kingdom fan in United Kingdom is more female, around 44.4 years old, with strong Patriotism tendencies and a notable affinity for Hobby.
The key figures that characterise the United Kingdom profile in United Kingdom.
57.0% are female, 43.0% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 57.0% |
| Male | 43.0% |
| Average age | 44.4 |
| Estimated audience size | 32,656,417 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide United Kingdom audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 17.4% |
| United States | 15.5% |
| Australia | 7.0% |
Where the United Kingdom audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North East | ~2M | 1.58× | |
| 02 | East of England | ~4M | 1.31× | |
| 03 | Scotland | ~3.5M | 1.27× | |
| 04 | South East | ~5M | 1.19× | |
| 05 | Yorkshire and the Humber | ~3M | 1.13× | |
| 06 | West Midlands | ~1.5M | 1.00× | |
| 07 | England | ~24M | 0.98× | |
| 08 | Wales | ~2M | 0.97× | |
| 09 | South West | ~2M | 0.79× | |
| 10 | Northern Ireland | ~800K | 0.79× | |
| 11 | East Midlands | ~1.5M | 0.62× | |
| 12 | North West | ~1.5M | 0.39× |
The strongest cross-interests of the United Kingdom audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | William Hill (bookmaker) | Games | 1.72× | ||
| 02 | Wikipedia | Internet & Social Media | 1.72× | ||
| 03 | Refrigerator | Home & Garden | 1.72× | ||
| 04 | Betfair | Games | 1.72× | ||
| 05 | Esso | Cars & Mobility | 1.72× | ||
| 06 | Satire | Literature | 1.72× | ||
| 07 | Hot tub | Home & Garden | 1.72× | ||
| 08 | True Detective | Movies & TV | 1.72× | ||
| 09 | Fish and chips | Food & Beverages | 1.72× | ||
| 10 | Breaking news | Movies & TV | 1.67× | ||
| 11 | Mother's Day | Kids & Family | 1.67× | ||
| 12 | Distilled beverage | Food & Beverages | 1.65× | ||
| 13 | Hobby | Home & Garden | 1.64× | ||
| 14 | Internet & Social Media | 1.62× | |||
| 15 | Cider | Food & Beverages | 1.60× | ||
| 16 | Vodafone | Technology & Electronics | 1.60× | ||
| 17 | Las Vegas | Travel & Leisure | 1.60× | ||
| 18 | Dentistry | Business & Career | 1.58× | ||
| 19 | Real property | Home & Garden | 1.53× | ||
| 20 | Volunteering | Politics & Society | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.37× | |
| Convenience Orientation | PREMIUM | 1.31× | |
| Indulgence | JOY | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.93× | |
| Creativity | OPEN | 0.94× | |
| Luxury Orientation | PREMIUM | 0.96× |
United Kingdom has an estimated audience of 32,656,417 people in United Kingdom, concentrated in England and South East.
57.0% of United Kingdom fans are female, 43.0% are male, with an average age of 44.4 years.
United Kingdom fans show strongest brand affinity for Hobby (1.64×), Distilled beverage (1.65×), and Breaking news (1.67×) over the country average.
United Kingdom fans in United Kingdom are most concentrated in England (reach ~24M), South East (reach ~5M), and East of England (reach ~4M). These three regions account for the largest share of the active audience.
Beyond United Kingdom itself, the audience over-indexes on Distilled beverage (1.65×), Breaking news (1.67×), William Hill (bookmaker) (1.72×), and WhatsApp (1.62×) 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 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.
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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