A data profile of the people who buy, follow and care about Wales in United Kingdom — modelled from more than twelve digital signal sources. Wales has an estimated audience of 6,831,839 people in United Kingdom.
The average Wales fan in United Kingdom is 40.7 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 Public security, Sandra Bullock, Swansea City A.F.C., with strongest over-indexing on Public security (2.03× the country average).
Demographically, the Wales audience skews more female with an average age of 40.7, and over-indexes on personality traits such as Tradition, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Wales fan in United Kingdom is more female, around 40.7 years old, with strong Tradition tendencies and a notable affinity for Public security.
The key figures that characterise the Wales profile in United Kingdom.
57.5% are female, 42.5% are male, average age 40.7.
| Metric | Value |
|---|---|
| Female | 57.5% |
| Male | 42.5% |
| Average age | 40.7 |
| Estimated audience size | 6,831,839 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 23% |
of the worldwide Wales audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 48.5% |
| Vietnam | 23.1% |
| United States | 6.9% |
Where the Wales audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~5M | 3.71× | |
| 02 | West Midlands | ~500K | 1.79× | |
| 03 | Yorkshire and the Humber | ~700K | 1.28× | |
| 04 | East of England | ~600K | 1.01× | |
| 05 | South East | ~900K | 0.94× | |
| 06 | South West | ~500K | 0.92× | |
| 07 | North East | ~200K | 0.78× | |
| 08 | East Midlands | ~400K | 0.75× | |
| 09 | North West | ~400K | 0.56× | |
| 10 | Northern Ireland | ~100K | 0.56× | |
| 11 | Wales | ~100K | 0.31× | |
| 12 | Scotland | ~200K | 0.26× |
The strongest cross-interests of the Wales audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Swansea City A.F.C. | Sports | 2.05× | ||
| 02 | Public security | Politics & Society | 2.03× | ||
| 03 | Masculism | Politics & Society | 2.03× | ||
| 04 | Chicago Blackhawks | Sports | 1.73× | ||
| 05 | Search for extraterrestrial intelligence | Politics & Society | 1.72× | ||
| 06 | Luc Besson | Movies & TV | 1.68× | ||
| 07 | Right of self-defense | Politics & Society | 1.65× | ||
| 08 | Militaria | Arts & Culture | 1.63× | ||
| 09 | Video rental shop | Movies & TV | 1.60× | ||
| 10 | Liveaboard | Travel & Leisure | 1.58× | ||
| 11 | Geocaching | Games | 1.57× | ||
| 12 | Milwaukee Brewers | Sports | 1.57× | ||
| 13 | $: Fabinho | Sports | 1.57× | ||
| 14 | Sandra Bullock | Movies & TV | 1.55× | ||
| 15 | Northern Lights | Travel & Leisure | 1.55× | ||
| 16 | Cardiff City F.C. | Sports | 1.54× | ||
| 17 | Criticism of religion | Politics & Society | 1.54× | ||
| 18 | Vietnam Airlines | Travel & Leisure | 1.53× | ||
| 19 | Athletics | Sports | 1.50× | ||
| 20 | Toronto FC | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.26× | |
| Convenience Orientation | PREMIUM | 1.26× | |
| Spirituality | BALANCE | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.69× | |
| Quality Awareness | PREMIUM | 0.75× | |
| Luxury Orientation | PREMIUM | 0.77× |
Wales has an estimated audience of 6,831,839 people in United Kingdom, concentrated in England and South East.
57.5% of Wales fans are female, 42.5% are male, with an average age of 40.7 years.
Wales fans show strongest brand affinity for Public security (2.03×), Sandra Bullock (1.55×), and Swansea City A.F.C. (2.05×) over the country average.
Wales fans in United Kingdom are most concentrated in England (reach ~5M), South East (reach ~900K), and Yorkshire and the Humber (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Wales itself, the audience over-indexes on Sandra Bullock (1.55×), Swansea City A.F.C. (2.05×), Cardiff City F.C. (1.54×), and Video rental shop (1.6×) 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 Wales. 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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