A data profile of the people who buy, follow and care about Wallpaper in United Kingdom — modelled from more than twelve digital signal sources. Wallpaper has an estimated audience of 4,713,736 people in United Kingdom.
The average Wallpaper fan in United Kingdom is 46.2 years old, more female, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Renovation, IKEA, Home improvement, with strongest over-indexing on Renovation (2.38× the country average).
Demographically, the Wallpaper audience skews more female with an average age of 46.2, and over-indexes on personality traits such as Mindfulness, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Wallpaper fan in United Kingdom is more female, around 46.2 years old, with strong Mindfulness tendencies and a notable affinity for Renovation.
The key figures that characterise the Wallpaper profile in United Kingdom.
72.7% are female, 27.3% are male, average age 46.2.
| Metric | Value |
|---|---|
| Female | 72.7% |
| Male | 27.3% |
| Average age | 46.2 |
| Estimated audience size | 4,713,736 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 15% | |
| 30-39 | 21% | |
| 40-49 | 26% | |
| 50+ | 34% |
of the worldwide Wallpaper audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 14.1% |
| India | 6.9% |
| Brazil | 6.1% |
Where the Wallpaper audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~600K | 1.58× | |
| 02 | West Midlands | ~300K | 1.49× | |
| 03 | England | ~3.5M | 1.46× | |
| 04 | North East | ~200K | 1.27× | |
| 05 | East of England | ~400K | 0.96× | |
| 06 | Scotland | ~400K | 0.89× | |
| 07 | Northern Ireland | ~100K | 0.86× | |
| 08 | East Midlands | ~300K | 0.82× | |
| 09 | Wales | ~200K | 0.79× | |
| 10 | South East | ~400K | 0.70× | |
| 11 | South West | ~300K | 0.69× | |
| 12 | North West | ~200K | 0.48× |
The strongest cross-interests of the Wallpaper audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Gated community | Home & Garden | 6.17× | ||
| 02 | Floral design | Home & Garden | 4.42× | ||
| 03 | Starter home | Home & Garden | 2.82× | ||
| 04 | Garden furniture | Home & Garden | 2.78× | ||
| 05 | Renovation | Home & Garden | 2.38× | ||
| 06 | Mattress | Home & Garden | 2.11× | ||
| 07 | HVAC | Home & Garden | 2.10× | ||
| 08 | Children's clothing | Fashion & Accessoires | 2.09× | ||
| 09 | IKEA | Home & Garden | 2.08× | ||
| 10 | B&Q | Shopping | 1.96× | ||
| 11 | Home Appliances | Home & Garden | 1.95× | ||
| 12 | Refrigerator | Home & Garden | 1.95× | ||
| 13 | TK Maxx | Shopping | 1.91× | ||
| 14 | Etsy | Fashion & Accessoires | 1.90× | ||
| 15 | Screwfix | Home & Garden | 1.80× | ||
| 16 | Volunteering | Politics & Society | 1.79× | ||
| 17 | Home improvement | Home & Garden | 1.66× | ||
| 18 | Hobby | Home & Garden | 1.63× | ||
| 19 | Kitchen | Home & Garden | 1.56× | ||
| 20 | Politics | Politics & Society | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.97× | |
| DIY Mentality | THRILL | 1.95× | |
| Design Affinity | PREMIUM | 1.72× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.77× | |
| Community Orientation | OPEN | 0.87× | |
| Early Adopter Mentality | POWER | 0.88× |
Wallpaper has an estimated audience of 4,713,736 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
72.7% of Wallpaper fans are female, 27.3% are male, with an average age of 46.2 years.
Wallpaper fans show strongest brand affinity for Renovation (2.38×), IKEA (2.08×), and Home improvement (1.66×) over the country average.
Wallpaper fans in United Kingdom are most concentrated in England (reach ~3.5M), Yorkshire and the Humber (reach ~600K), and South East (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Wallpaper itself, the audience over-indexes on IKEA (2.08×), Home improvement (1.66×), Garden furniture (2.78×), and Gated community (6.17×) 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 Wallpaper. 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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