Waterstones Audience 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, Argo (2012 film), Olivia Colman, Daily Express, The Guardian.
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, Argo (2012 film), Olivia Colman, 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 Sustainability, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Literature · Type: Brand
Demographics of Waterstones fans
| 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 Sustainability tendencies and a notable affinity for Kelly Osbourne.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 6,967,080 | 0.66× |
| South East | 1,690,731 | 1.11× |
| Scotland | 1,664,179 | 1.63× |
| East of England | 1,205,325 | 1.16× |
| Yorkshire and the Humber | 1,195,779 | 1.31× |
| South West | 843,244 | 0.9× |
| West Midlands | 595,841 | 1.22× |
| North West | 567,783 | 0.47× |
| East Midlands | 547,524 | 0.68× |
| North East | 503,777 | 1.14× |
| Wales | 503,742 | 0.78× |
| Northern Ireland | 326,827 | 0.94× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Kelly Osbourne | 9.85× | Music & Radio |
| Argo (2012 film) | 1.59× | Movies & TV |
| 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 |
| Friends | 1.66× | Movies & TV |
| Christy Turlington | 14.49× | Fashion & Accessoires |
| Daily Mail | 1.73× | News |
| The Independent | 1.85× | News |
| Dune | 2.03× | Movies & TV |
| The Times | 2.09× | News |
| BBC News | 1.6× | Movies & TV |
| It (novel) | 4.49× | Literature |
| Henry VIII of England | 4.79× | Politics & Society |
| The Gilded Age | 1.94× | Movies & TV |
| Penguin Books | 4.79× | Literature |
| London Evening Standard | 2.27× | News |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.75 |
| Community Orientation | OPEN | 1.58 |
| Healthy Lifestyle | BALANCE | 1.39 |
| Design Affinity | PREMIUM | 1.38 |
| Family Orientation | CONSERVATISM | 1.34 |
| Creativity | OPEN | 1.29 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 85.2% |
| United States | 1.9% |
| China | 1.7% |
See Waterstones audiences in other countries
More Literature audiences in United Kingdom
- Barcaffe (19,248,449)
- John Lewis (department store) (18,584,414)
- Gimme! Coffee (18,054,054)
- Aldi (17,402,911)
- Tesco (17,080,413)
Frequently asked questions
How many fans does Waterstones have in United Kingdom?
Waterstones has an estimated audience of 11,358,272 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Waterstones fans?
69.0% of Waterstones fans 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×), Argo (2012 film) (1.59×), and Olivia Colman (5.69×) over the country average.
Where do Waterstones fans live in United Kingdom?
Waterstones fans in United Kingdom are most concentrated in England (reach 6,967,080), South East (reach 1,690,731), and Scotland (reach 1,664,179). 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 Argo (2012 film) (1.59×), Olivia Colman (5.69×), Daily Express (1.64×), and The Guardian (1.89×) 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.