A data profile of the people who buy, follow and care about Wayfair in United Kingdom — modelled from more than twelve digital signal sources. Wayfair has an estimated audience of 5,134,487 people in United Kingdom.
The average Wayfair fan in United Kingdom is 42.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Matalan, Dunelm, IKEA, with strongest over-indexing on Matalan (2.26× the country average).
Demographically, the Wayfair audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Design Affinity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Wayfair fan in United Kingdom is more female, around 42.8 years old, with strong Design Affinity tendencies and a notable affinity for Matalan.
The key figures that characterise the Wayfair profile in United Kingdom.
68.6% are female, 31.4% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 68.6% |
| Male | 31.4% |
| Average age | 42.8 |
| Estimated audience size | 5,134,487 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide Wayfair audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 68.8% |
| United Kingdom | 11.9% |
| Canada | 7.2% |
Where the Wayfair audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Midlands | ~500K | 1.27× | |
| 02 | Northern Ireland | ~200K | 1.25× | |
| 03 | North West | ~700K | 1.24× | |
| 04 | East of England | ~500K | 1.15× | |
| 05 | South West | ~500K | 1.10× | |
| 06 | South East | ~700K | 1.02× | |
| 07 | Wales | ~300K | 0.99× | |
| 08 | Scotland | ~400K | 0.98× | |
| 09 | North East | ~200K | 0.89× | |
| 10 | Greater London | ~500K | 0.82× | |
| 11 | England | ~3.5M | 0.78× | |
| 12 | Yorkshire and the Humber | ~300K | 0.75× | |
| 13 | West Midlands | ~200K | 0.75× |
The strongest cross-interests of the Wayfair audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Habitat (retailer) | Home & Garden | 2.92× | ||
| 02 | DFS (British retailer) | Shopping | 2.78× | ||
| 03 | Furniture Village | Home & Garden | 2.77× | ||
| 04 | J. D. Williams | Shopping | 2.51× | ||
| 05 | Freemans | Fashion & Accessoires | 2.40× | ||
| 06 | Matalan | Shopping | 2.26× | ||
| 07 | Dunelm | Home & Garden | 2.18× | ||
| 08 | Cookware and bakeware | Home & Garden | 2.10× | ||
| 09 | Garden furniture | Home & Garden | 1.95× | ||
| 10 | IKEA | Home & Garden | 1.91× | ||
| 11 | B&Q | Shopping | 1.81× | ||
| 12 | Couch | Home & Garden | 1.79× | ||
| 13 | Chair | Home & Garden | 1.76× | ||
| 14 | Bed | Home & Garden | 1.65× | ||
| 15 | Debenhams | Fashion & Accessoires | 1.62× | ||
| 16 | John Lewis (department store) | Shopping | 1.59× | ||
| 17 | Argos (retailer) | Shopping | 1.59× | ||
| 18 | Very (online retailer) | Website / Newspaper / Magazine | 1.57× | ||
| 19 | Home Bargains | Shopping | 1.57× | ||
| 20 | Marks & Spencer | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.31× | |
| DIY Mentality | THRILL | 1.17× | |
| Creativity | OPEN | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.60× | |
| Early Adopter Mentality | POWER | 0.62× | |
| Patriotism | CONSERVATISM | 0.66× |
Wayfair's target market in United Kingdom covers an estimated 5,134,487 people, concentrated in England and South East.
68.6% of the Wayfair audience are female, 31.4% are male, with an average age of 42.8 years.
Wayfair fans show strongest brand affinity for Matalan (2.26×), Dunelm (2.18×), and IKEA (1.91×) over the country average.
Wayfair fans in United Kingdom are most concentrated in England (reach ~3.5M), South East (reach ~700K), and North West (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Wayfair itself, the audience over-indexes on Dunelm (2.18×), IKEA (1.91×), B&Q (1.81×), and John Lewis (department store) (1.59×) 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 Wayfair. 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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