A data profile of the people who buy, follow and care about Wi-Fi in United Kingdom — modelled from more than twelve digital signal sources. Wi-Fi has an estimated audience of 4,709,976 people in United Kingdom.
The average Wi-Fi fan in United Kingdom is 44.8 years old, balanced, and lives primarily in South East.
The audience is concentrated in South East, Yorkshire and the Humber, East of England.
Top brand affinities include Refrigerator, Esso, WhatsApp, with strongest over-indexing on Refrigerator (3.06× the country average).
Demographically, the Wi-Fi audience skews balanced with an average age of 44.8, and over-indexes on personality traits such as Need for Security, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Wi-Fi fan in United Kingdom is balanced, around 44.8 years old, with strong Need for Security tendencies and a notable affinity for Refrigerator.
The key figures that characterise the Wi-Fi profile in United Kingdom.
51.2% are female, 48.8% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 51.2% |
| Male | 48.8% |
| Average age | 44.8 |
| Estimated audience size | 4,709,976 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 36% |
of the worldwide Wi-Fi audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 16.4% |
| Italy | 5.1% |
| Japan | 4.9% |
Where the Wi-Fi audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~300K | 1.40× | |
| 02 | Yorkshire and the Humber | ~500K | 1.35× | |
| 03 | North East | ~200K | 1.30× | |
| 04 | East of England | ~400K | 1.04× | |
| 05 | South East | ~600K | 0.89× | |
| 06 | South West | ~300K | 0.82× | |
| 07 | East Midlands | ~200K | 0.75× | |
| 08 | North West | ~200K | 0.47× |
The strongest cross-interests of the Wi-Fi audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | MSC Cruises | Travel & Leisure | 4.26× | ||
| 02 | Motorhome | Cars & Mobility | 3.17× | ||
| 03 | Refrigerator | Home & Garden | 3.06× | ||
| 04 | Esso | Cars & Mobility | 3.04× | ||
| 05 | Mobile home | Cars & Mobility | 3.04× | ||
| 06 | Risk management | Business & Career | 2.77× | ||
| 07 | Hot tub | Home & Garden | 2.63× | ||
| 08 | Wikipedia | Internet & Social Media | 2.60× | ||
| 09 | Betfair | Games | 2.46× | ||
| 10 | Google Maps | Internet & Social Media | 2.31× | ||
| 11 | Google Drive | Technology & Electronics | 2.30× | ||
| 12 | Internet & Social Media | 2.27× | |||
| 13 | Cloud computing | Technology & Electronics | 2.16× | ||
| 14 | Office 365 | Technology & Electronics | 2.16× | ||
| 15 | William Hill (bookmaker) | Games | 2.00× | ||
| 16 | Hobby | Home & Garden | 1.91× | ||
| 17 | TripAdvisor | Travel & Leisure | 1.89× | ||
| 18 | Volunteering | Politics & Society | 1.79× | ||
| 19 | Distilled beverage | Food & Beverages | 1.76× | ||
| 20 | Aldi | Shopping | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.38× | |
| Convenience Orientation | PREMIUM | 1.32× | |
| Early Adopter Mentality | POWER | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.73× | |
| Mindfulness | BALANCE | 0.81× | |
| Design Affinity | PREMIUM | 0.81× |
Wi-Fi has an estimated audience of 4,709,976 people in United Kingdom, concentrated in South East and Yorkshire and the Humber.
51.2% of Wi-Fi fans are female, 48.8% are male, with an average age of 44.8 years.
Wi-Fi fans show strongest brand affinity for Refrigerator (3.06×), Esso (3.04×), and WhatsApp (2.27×) over the country average.
Wi-Fi fans in United Kingdom are most concentrated in South East (reach ~600K), Yorkshire and the Humber (reach ~500K), and East of England (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Wi-Fi itself, the audience over-indexes on Esso (3.04×), WhatsApp (2.27×), Google Maps (2.31×), and Wikipedia (2.6×) 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 Wi-Fi. 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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