A data profile of the people who buy, follow and care about Victoria and Albert Museum in United Kingdom — modelled from more than twelve digital signal sources. Victoria and Albert Museum has an estimated audience of 3,287,455 people in United Kingdom.
The average Victoria and Albert Museum fan in United Kingdom is 47.3 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include British Museum, Tate Britain, National Gallery, with strongest over-indexing on British Museum (14.53× the country average).
Demographically, the Victoria and Albert Museum audience skews more female with an average age of 47.3, and over-indexes on personality traits such as Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Victoria and Albert Museum fan in United Kingdom is more female, around 47.3 years old, with strong Design Affinity tendencies and a notable affinity for British Museum.
The key figures that characterise the Victoria and Albert Museum profile in United Kingdom.
68.7% are female, 31.3% are male, average age 47.3.
| Metric | Value |
|---|---|
| Female | 68.7% |
| Male | 31.3% |
| Average age | 47.3 |
| Estimated audience size | 3,287,455 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 14% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 42% |
of the worldwide Victoria and Albert Museum audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 28.3% |
| United States | 10.7% |
| Spain | 5.9% |
Where the Victoria and Albert Museum audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South East | ~1M | 2.35× | |
| 02 | England | ~2.5M | 1.93× | |
| 03 | East of England | ~400K | 1.48× | |
| 04 | West Midlands | ~100K | 0.92× | |
| 05 | South West | ~200K | 0.91× | |
| 06 | Wales | ~200K | 0.82× | |
| 07 | Scotland | ~200K | 0.78× | |
| 08 | Yorkshire and the Humber | ~200K | 0.75× | |
| 09 | North East | ~90K | 0.69× | |
| 10 | East Midlands | ~200K | 0.66× | |
| 11 | Northern Ireland | ~50K | 0.52× | |
| 12 | North West | ~100K | 0.30× |
The strongest cross-interests of the Victoria and Albert Museum audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sydney Opera House | Arts & Culture | 22.09× | ||
| 02 | Frieze Art Fair | Arts & Culture | 21.04× | ||
| 03 | Solomon R. Guggenheim Museum | Arts & Culture | 20.99× | ||
| 04 | Tate Britain | Arts & Culture | 20.37× | ||
| 05 | Venice Biennale | Movies & TV | 18.71× | ||
| 06 | Gagosian Gallery | Arts & Culture | 18.31× | ||
| 07 | Royal Academy of Arts | Arts & Culture | 14.59× | ||
| 08 | British Museum | Arts & Culture | 14.53× | ||
| 09 | National Gallery | Arts & Culture | 13.83× | ||
| 10 | Rijksmuseum | Arts & Culture | 10.38× | ||
| 11 | Art auction | Arts & Culture | 9.62× | ||
| 12 | Saatchi Gallery | Arts & Culture | 8.70× | ||
| 13 | Tate | Arts & Culture | 8.41× | ||
| 14 | David Hockney | Arts & Culture | 8.29× | ||
| 15 | Tate Modern | Arts & Culture | 8.22× | ||
| 16 | Southbank Centre | Travel & Leisure | 7.53× | ||
| 17 | Barbican Centre | Travel & Leisure | 5.69× | ||
| 18 | Yayoi Kusama | Arts & Culture | 5.01× | ||
| 19 | Art exhibition | Arts & Culture | 3.78× | ||
| 20 | Art museum | Arts & Culture | 3.31× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.95× | |
| Creativity | OPEN | 1.74× | |
| Tradition | CONSERVATISM | 1.65× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.90× | |
| Patriotism | CONSERVATISM | 0.92× | |
| Need for Security | CONSERVATISM | 1.07× |
Victoria and Albert Museum has an estimated audience of 3,287,455 people in United Kingdom, concentrated in England and South East.
68.7% of Victoria and Albert Museum fans are female, 31.3% are male, with an average age of 47.3 years.
Victoria and Albert Museum fans show strongest brand affinity for British Museum (14.53×), Tate Britain (20.37×), and National Gallery (13.83×) over the country average.
Victoria and Albert Museum fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~1M), and East of England (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Victoria and Albert Museum itself, the audience over-indexes on Tate Britain (20.37×), National Gallery (13.83×), Royal Academy of Arts (14.59×), and Frieze Art Fair (21.04×) 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 Victoria and Albert Museum. 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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