A data profile of the people who buy, follow and care about WhatsApp in United Kingdom — modelled from more than twelve digital signal sources. WhatsApp has an estimated audience of 14,291,189 people in United Kingdom.
The average WhatsApp fan in United Kingdom is 41.1 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Social media, Social network, X, with strongest over-indexing on Social media (2.08× the country average).
Demographically, the WhatsApp audience skews balanced with an average age of 41.1, and over-indexes on personality traits such as Spirituality, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical WhatsApp fan in United Kingdom is balanced, around 41.1 years old, with strong Spirituality tendencies and a notable affinity for Social media.
The key figures that characterise the WhatsApp profile in United Kingdom.
53.3% are female, 46.7% are male, average age 41.1.
| Metric | Value |
|---|---|
| Female | 53.3% |
| Male | 46.7% |
| Average age | 41.1 |
| Estimated audience size | 14,291,189 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 22% | |
| 30-39 | 20% | |
| 40-49 | 20% | |
| 50+ | 25% |
of the worldwide WhatsApp audience comes from United Kingdom.
| Country | Share |
|---|---|
| China | 7.5% |
| United States | 4.2% |
| Brazil | 4.0% |
Where the WhatsApp audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~2.5M | 1.47× | |
| 02 | North West | ~2M | 1.23× | |
| 03 | East of England | ~1.5M | 1.13× | |
| 04 | South East | ~2M | 1.11× | |
| 05 | Wales | ~900K | 1.09× | |
| 06 | Northern Ireland | ~500K | 1.06× | |
| 07 | Scotland | ~1.5M | 1.03× | |
| 08 | South West | ~1M | 1.00× | |
| 09 | East Midlands | ~1M | 1.00× | |
| 10 | England | ~11M | 0.81× | |
| 11 | West Midlands | ~400K | 0.73× | |
| 12 | Yorkshire and the Humber | ~800K | 0.67× | |
| 13 | North East | ~400K | 0.67× |
The strongest cross-interests of the WhatsApp audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Betfred | Games | 2.42× | ||
| 02 | Toolstation | Home & Garden | 2.40× | ||
| 03 | EBay | Shopping | 2.37× | ||
| 04 | Finance | Business & Career | 2.26× | ||
| 05 | Training | Sports | 2.17× | ||
| 06 | Employment | Business & Career | 2.10× | ||
| 07 | Money | Business & Career | 2.09× | ||
| 08 | Social media | Business & Career | 2.08× | ||
| 09 | Advertising | Business & Career | 2.07× | ||
| 10 | X | Internet & Social Media | 2.05× | ||
| 11 | Social network | Internet & Social Media | 2.03× | ||
| 12 | Smartphones | Technology & Electronics | 2.03× | ||
| 13 | Mobile phones | Technology & Electronics | 1.94× | ||
| 14 | Current events | Arts & Culture | 1.92× | ||
| 15 | Leisure | Travel & Leisure | 1.91× | ||
| 16 | Child | Kids & Family | 1.88× | ||
| 17 | Hotels | Travel & Leisure | 1.78× | ||
| 18 | Photography | Arts & Culture | 1.76× | ||
| 19 | United Kingdom | Travel & Leisure | 1.62× | ||
| 20 | London | Travel & Leisure | 1.60× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.59× | |
| Need for Security | CONSERVATISM | 1.54× | |
| Social Media Usage | JOY | 1.48× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.70× | |
| Early Adopter Mentality | POWER | 0.75× | |
| Design Affinity | PREMIUM | 0.82× |
WhatsApp has an estimated audience of 14,291,189 people in United Kingdom, concentrated in England and Greater London.
53.3% of WhatsApp fans are female, 46.7% are male, with an average age of 41.1 years.
WhatsApp fans show strongest brand affinity for Social media (2.08×), Social network (2.03×), and X (2.05×) over the country average.
WhatsApp fans in United Kingdom are most concentrated in England (reach ~11M), Greater London (reach ~2.5M), and South East (reach ~2M). These three regions account for the largest share of the active audience.
Beyond WhatsApp itself, the audience over-indexes on Social network (2.03×), X (2.05×), Current events (1.92×), and Money (2.09×) 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 WhatsApp. 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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