A data profile of the people who buy, follow and care about Wheel in United Kingdom — modelled from more than twelve digital signal sources. Wheel has an estimated audience of 7,229,147 people in United Kingdom.
The average Wheel fan in United Kingdom is 44.2 years old, more male, and lives primarily in England.
The audience is concentrated in England, Scotland, Wales.
Top brand affinities include Esso, Wikipedia, Betfair, with strongest over-indexing on Esso (4.28× the country average).
Demographically, the Wheel audience skews more male with an average age of 44.2, and over-indexes on personality traits such as Patriotism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Wheel fan in United Kingdom is more male, around 44.2 years old, with strong Patriotism tendencies and a notable affinity for Esso.
The key figures that characterise the Wheel profile in United Kingdom.
27.0% are female, 73.0% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 27.0% |
| Male | 73.0% |
| Average age | 44.2 |
| Estimated audience size | 7,229,147 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 32% |
of the worldwide Wheel audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 27.1% |
| Italy | 5.0% |
| United Kingdom | 4.6% |
Where the Wheel audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Wales | ~900K | 2.17× | |
| 02 | Scotland | ~1.5M | 2.04× | |
| 03 | Northern Ireland | ~400K | 2.02× | |
| 04 | England | ~5.5M | 1.23× | |
| 05 | West Midlands | ~200K | 0.81× | |
| 06 | Yorkshire and the Humber | ~500K | 0.79× | |
| 07 | North East | ~200K | 0.64× | |
| 08 | East of England | ~400K | 0.63× | |
| 09 | East Midlands | ~300K | 0.50× | |
| 10 | South East | ~500K | 0.47× | |
| 11 | South West | ~300K | 0.43× | |
| 12 | North West | ~200K | 0.31× |
The strongest cross-interests of the Wheel audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Esso | Cars & Mobility | 4.28× | ||
| 02 | Betfair | Games | 3.39× | ||
| 03 | Air pollution | Health | 3.38× | ||
| 04 | Motorhome | Cars & Mobility | 3.27× | ||
| 05 | Wikipedia | Internet & Social Media | 3.18× | ||
| 06 | Risk management | Business & Career | 3.01× | ||
| 07 | Solar energy | Home & Garden | 2.96× | ||
| 08 | Mobile home | Cars & Mobility | 2.77× | ||
| 09 | Refrigerator | Home & Garden | 2.51× | ||
| 10 | William Hill (bookmaker) | Games | 2.50× | ||
| 11 | Satire | Literature | 2.31× | ||
| 12 | Internet & Social Media | 2.28× | |||
| 13 | Used car | Cars & Mobility | 2.06× | ||
| 14 | Hobby | Home & Garden | 2.04× | ||
| 15 | Autotrader | Cars & Mobility | 1.98× | ||
| 16 | SUVs | Cars & Mobility | 1.96× | ||
| 17 | Halfords | Cars & Mobility | 1.80× | ||
| 18 | Distilled beverage | Food & Beverages | 1.71× | ||
| 19 | Rugby union | Sports | 1.71× | ||
| 20 | Screwfix | Home & Garden | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.64× | |
| Need for Security | CONSERVATISM | 1.51× | |
| Risk Appetite | THRILL | 1.37× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.72× | |
| Community Orientation | OPEN | 0.74× | |
| Design Affinity | PREMIUM | 0.74× |
Wheel has an estimated audience of 7,229,147 people in United Kingdom, concentrated in England and Scotland.
27.0% of Wheel fans are female, 73.0% are male, with an average age of 44.2 years.
Wheel fans show strongest brand affinity for Esso (4.28×), Wikipedia (3.18×), and Betfair (3.39×) over the country average.
Wheel fans in United Kingdom are most concentrated in England (reach ~5.5M), Scotland (reach ~1.5M), and Wales (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Wheel itself, the audience over-indexes on Wikipedia (3.18×), Betfair (3.39×), William Hill (bookmaker) (2.5×), and WhatsApp (2.28×) 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 Wheel. 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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