A data profile of the people who buy, follow and care about Waterstones in United Kingdom — modelled from more than twelve digital signal sources. Waterstones has an estimated audience of 12,208,784 people in United Kingdom.
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, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
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.
The key figures that characterise the Waterstones profile in United Kingdom.
69.0% are female, 31.0% are male, average age 50.3.
| Metric | Value |
|---|---|
| Female | 69.0% |
| Male | 31.0% |
| Average age | 50.3 |
| Estimated audience size | 12,208,784 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 3% | |
| 20-29 | 9% | |
| 30-39 | 14% | |
| 40-49 | 21% | |
| 50+ | 53% |
of the worldwide Waterstones audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 85.9% |
| United States | 1.8% |
| China | 1.6% |
Where the Waterstones audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~1.5M | 1.63× | |
| 02 | Yorkshire and the Humber | ~1M | 1.31× | |
| 03 | West Midlands | ~600K | 1.22× | |
| 04 | East of England | ~1M | 1.16× | |
| 05 | North East | ~500K | 1.14× | |
| 06 | South East | ~1.5M | 1.11× | |
| 07 | Northern Ireland | ~300K | 0.94× | |
| 08 | South West | ~800K | 0.90× | |
| 09 | Wales | ~500K | 0.78× | |
| 10 | East Midlands | ~500K | 0.69× | |
| 11 | England | ~7M | 0.66× | |
| 12 | North West | ~600K | 0.47× |
The strongest cross-interests of the Waterstones audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Christy Turlington | Fashion & Accessoires | 14.49× | ||
| 02 | Kelly Osbourne | Music & Radio | 9.85× | ||
| 03 | Olivia Colman | Movies & TV | 5.69× | ||
| 04 | Henry VIII of England | Politics & Society | 4.79× | ||
| 05 | Penguin Books | Literature | 4.79× | ||
| 06 | It (novel) | Literature | 4.49× | ||
| 07 | Author | Literature | 3.03× | ||
| 08 | Barack Obama | Politics & Society | 2.92× | ||
| 09 | U.K. | Music & Radio | 2.24× | ||
| 10 | The Times | News | 2.09× | ||
| 11 | Dune | Movies & TV | 2.03× | ||
| 12 | Mail Online | News | 1.90× | ||
| 13 | The Guardian | News | 1.89× | ||
| 14 | The Independent | News | 1.85× | ||
| 15 | David Attenborough | Movies & TV | 1.79× | ||
| 16 | Daily Mail | News | 1.73× | ||
| 17 | Donald Trump | Politics & Society | 1.69× | ||
| 18 | Daily Express | News | 1.64× | ||
| 19 | Daily Mirror | News | 1.60× | ||
| 20 | BBC News | Movies & TV | 1.60× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.72× | |
| Mindfulness | BALANCE | 1.44× | |
| Sustainability | BALANCE | 1.42× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.92× | |
| Risk Appetite | THRILL | 0.96× | |
| Luxury Orientation | PREMIUM | 0.97× |
Waterstones's target market in United Kingdom covers an estimated 12,208,784 people, concentrated in England and South East.
69.0% of the Waterstones audience are female, 31.0% are male, with an average age of 50.3 years.
Waterstones fans show strongest brand affinity for Kelly Osbourne (9.85×), Olivia Colman (5.69×), and Daily Express (1.64×) over the country average.
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.
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.
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 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.
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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