A data profile of the people who buy, follow and care about Wardrobe in United Kingdom — modelled from more than twelve digital signal sources. Wardrobe has an estimated audience of 4,695,838 people in United Kingdom.
The average Wardrobe fan in United Kingdom is 45.2 years old, more female, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, East of England.
Top brand affinities include TK Maxx, IKEA, Garden furniture, with strongest over-indexing on TK Maxx (3.29× the country average).
Demographically, the Wardrobe audience skews more female with an average age of 45.2, and over-indexes on personality traits such as Quality Awareness, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Wardrobe fan in United Kingdom is more female, around 45.2 years old, with strong Quality Awareness tendencies and a notable affinity for TK Maxx.
The key figures that characterise the Wardrobe profile in United Kingdom.
80.4% are female, 19.6% are male, average age 45.2.
| Metric | Value |
|---|---|
| Female | 80.4% |
| Male | 19.6% |
| Average age | 45.2 |
| Estimated audience size | 4,695,838 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 33% |
of the worldwide Wardrobe audience comes from United Kingdom.
| Country | Share |
|---|---|
| India | 11.7% |
| United States | 10.9% |
| United Kingdom | 6.7% |
Where the Wardrobe audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~3.5M | 1.74× | |
| 02 | Yorkshire and the Humber | ~600K | 1.52× | |
| 03 | West Midlands | ~300K | 1.50× | |
| 04 | East of England | ~500K | 1.13× | |
| 05 | North East | ~200K | 1.08× | |
| 06 | Wales | ~300K | 0.99× | |
| 07 | East Midlands | ~300K | 0.87× | |
| 08 | South East | ~500K | 0.75× | |
| 09 | South West | ~300K | 0.69× | |
| 10 | Northern Ireland | ~100K | 0.69× | |
| 11 | Scotland | ~200K | 0.59× | |
| 12 | North West | ~200K | 0.46× |
The strongest cross-interests of the Wardrobe audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Blanket | Home & Garden | 4.52× | ||
| 02 | TK Maxx | Shopping | 3.29× | ||
| 03 | Garden furniture | Home & Garden | 3.19× | ||
| 04 | Children's clothing | Fashion & Accessoires | 2.88× | ||
| 05 | Refrigerator | Home & Garden | 2.62× | ||
| 06 | IKEA | Home & Garden | 2.38× | ||
| 07 | Renovation | Home & Garden | 2.28× | ||
| 08 | Volunteering | Politics & Society | 2.28× | ||
| 09 | Home Appliances | Home & Garden | 2.18× | ||
| 10 | Discount stores | Shopping | 2.15× | ||
| 11 | Shopping malls | Shopping | 2.03× | ||
| 12 | H&M | Shopping | 2.01× | ||
| 13 | Google Maps | Internet & Social Media | 1.92× | ||
| 14 | Hobby | Home & Garden | 1.88× | ||
| 15 | Lidl | Shopping | 1.82× | ||
| 16 | Internet & Social Media | 1.82× | |||
| 17 | Kitchen | Home & Garden | 1.79× | ||
| 18 | Aldi | Shopping | 1.61× | ||
| 19 | Boutiques | Fashion & Accessoires | 1.59× | ||
| 20 | Weddings | Kids & Family | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 2.33× | |
| Indulgence | JOY | 1.62× | |
| DIY Mentality | THRILL | 1.58× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.74× | |
| Risk Appetite | THRILL | 0.80× | |
| Community Orientation | OPEN | 0.90× |
Wardrobe has an estimated audience of 4,695,838 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
80.4% of Wardrobe fans are female, 19.6% are male, with an average age of 45.2 years.
Wardrobe fans show strongest brand affinity for TK Maxx (3.29×), IKEA (2.38×), and Garden furniture (3.19×) over the country average.
Wardrobe fans in United Kingdom are most concentrated in England (reach ~3.5M), Yorkshire and the Humber (reach ~600K), and East of England (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Wardrobe itself, the audience over-indexes on IKEA (2.38×), Garden furniture (3.19×), Children's clothing (2.88×), and Renovation (2.28×) 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 Wardrobe. 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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