Waterstones Target Market in United Kingdom
Waterstones has an estimated audience of 11,358,272 people in United Kingdom. 69.0% are female, 31.0% are male, average age 50.3. Top regions: England, South East, Scotland. Top brand affinities: Kelly Osbourne, Olivia Colman, Daily Express, The Guardian, Mail Online.
The average Waterstones fan in United Kingdom is 50.3 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, Scotland. Top brand affinities include Kelly Osbourne, Olivia Colman, Daily Express, with strongest over-indexing on Kelly Osbourne (9.85× the country average). Demographically, the Waterstones audience skews more female with an average age of 50.3, and over-indexes on personality traits such as Spirituality, LGBTQ+ Identity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Literature · Type: Brand
Customer demographics of Waterstones
| Metric | Value |
|---|---|
| Female | 69.0% |
| Male | 31.0% |
| Average age | 50.3 |
| Estimated audience size | 11,358,272 |
Audience persona
The typical Waterstones fan in United Kingdom is more female, around 50.3 years old, with strong Spirituality tendencies and a notable affinity for Kelly Osbourne.
Waterstones customers by region in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | ~7M | 0.66× |
| South East | ~1.5M | 1.11× |
| Scotland | ~1.5M | 1.63× |
| East of England | ~1M | 1.16× |
| Yorkshire and the Humber | ~1M | 1.31× |
| South West | ~800K | 0.9× |
| West Midlands | ~600K | 1.22× |
| North West | ~600K | 0.47× |
| East Midlands | ~500K | 0.69× |
| Wales | ~500K | 0.78× |
| North East | ~500K | 1.14× |
| Northern Ireland | ~300K | 0.94× |
Top brand affinities of the Waterstones audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Kelly Osbourne | 9.85× | Music & Radio |
| Olivia Colman | 5.69× | Movies & TV |
| Daily Express | 1.64× | News |
| The Guardian | 1.89× | News |
| Mail Online | 1.9× | News |
| Daily Mirror | 1.6× | News |
| Author | 3.03× | Literature |
| Donald Trump | 1.69× | Politics & Society |
| Christy Turlington | 14.49× | Fashion & Accessoires |
| Daily Mail | 1.73× | News |
| The Independent | 1.85× | News |
| The Times | 2.09× | News |
| BBC News | 1.6× | Movies & TV |
| Dune | 2.03× | Movies & TV |
| It (novel) | 4.49× | Literature |
| Henry VIII of England | 4.79× | Politics & Society |
| Penguin Books | 4.79× | Literature |
| Barack Obama | 2.92× | Politics & Society |
| U.K. | 2.24× | Music & Radio |
| London Evening Standard | 2.27× | News |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Spirituality | BALANCE | 1.72 |
| LGBTQ+ Identity | OPEN | 1.47 |
| Mindfulness | BALANCE | 1.44 |
| Sustainability | BALANCE | 1.42 |
| Patriotism | CONSERVATISM | 1.31 |
| Design Affinity | PREMIUM | 1.2 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 85.0% |
| United States | 1.9% |
| China | 1.7% |
See Waterstones audiences in other countries
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Frequently asked questions
Who is Waterstones's target market in United Kingdom?
Waterstones's target market in United Kingdom covers an estimated 11,358,272 people, concentrated in England and South East.
What is the gender split and age of Waterstones customers?
69.0% of the Waterstones audience are female, 31.0% are male, with an average age of 50.3 years.
Which brands do Waterstones fans like most?
Waterstones fans show strongest brand affinity for Kelly Osbourne (9.85×), Olivia Colman (5.69×), and Daily Express (1.64×) over the country average.
Where do Waterstones fans live in United Kingdom?
Waterstones fans in United Kingdom are most concentrated in England (reach ~7M), South East (reach ~1.5M), and Scotland (reach ~1.5M). These three regions account for the largest share of the active audience.
What other brands do Waterstones fans also like?
Beyond Waterstones itself, the audience over-indexes on Olivia Colman (5.69×), Daily Express (1.64×), The Guardian (1.89×), and Mail Online (1.9×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for Waterstones. 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.
About this audience profile
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.