Wickes Audience in United Kingdom
Wickes has an estimated audience of 12,066,867 people in United Kingdom. 65.5% are female, 34.5% are male, average age 45.3. Top regions: England, Yorkshire and the Humber, South East. Top brand affinities: Screwfix, Toolstation, B&Q, We Buy Any Car, Homebase.
The average Wickes fan in United Kingdom is 45.3 years old, more female, and lives primarily in England. The audience is concentrated in England, Yorkshire and the Humber, South East. Top brand affinities include Screwfix, Toolstation, B&Q, with strongest over-indexing on Screwfix (2.63× the country average). Demographically, the Wickes audience skews more female with an average age of 45.3, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand
Demographics of Wickes fans
| Metric | Value |
|---|---|
| Female | 65.5% |
| Male | 34.5% |
| Average age | 45.3 |
| Estimated audience size | 12,066,867 |
Audience persona
The typical Wickes fan in United Kingdom is more female, around 45.3 years old, with strong Quality Awareness tendencies and a notable affinity for Screwfix.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 9,050,151 | 2.96× |
| Yorkshire and the Humber | 2,810,462 | 2.9× |
| South East | 1,619,578 | 1× |
| East of England | 904,726 | 0.82× |
| South West | 597,930 | 0.6× |
| East Midlands | 588,445 | 0.69× |
| Scotland | 564,615 | 0.52× |
| West Midlands | 506,480 | 0.98× |
| North West | 422,536 | 0.33× |
| Wales | 328,367 | 0.48× |
| North East | 318,395 | 0.68× |
| Northern Ireland | 16,261 | 0.04× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Screwfix | 2.63× | Home & Garden |
| Toolstation | 2.34× | Home & Garden |
| B&Q | 1.73× | Shopping |
| We Buy Any Car | 1.78× | Cars & Mobility |
| Homebase | 2.15× | Shopping |
| Patio | 1.58× | Home & Garden |
| Shower | 1.53× | Beauty & Wellness |
| Tile | 1.58× | Home & Garden |
| J. D. Williams | 1.6× | Shopping |
| Lumber | 1.51× | Home & Garden |
| Jewson | 2.63× | Business & Career |
| Home Renovations | 1.6× | Home & Garden |
| Topps Tiles | 2.47× | Shopping |
| Buy to let | 1.54× | Home & Garden |
| Laminate flooring | 1.74× | Home & Garden |
| Shelf (storage) | 1.63× | Home & Garden |
| Heavy equipment | 1.67× | Home & Garden |
| Urban horticulture | 1.73× | Home & Garden |
| Bathtub | 1.68× | Beauty & Wellness |
| Boiler | 1.5× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 2.36 |
| Convenience Orientation | PREMIUM | 1.91 |
| DIY Mentality | THRILL | 1.89 |
| Design Affinity | PREMIUM | 1.66 |
| Family Orientation | CONSERVATISM | 1.43 |
| Indulgence | JOY | 1.41 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 93.7% |
| United States | 1.6% |
| France | 0.7% |
See Wickes audiences in other countries
More Home & Garden audiences in United Kingdom
- Barcaffe (19,248,449)
- John Lewis (department store) (18,584,414)
- Gimme! Coffee (18,054,054)
- Aldi (17,402,911)
- Tesco (17,080,413)
Frequently asked questions
How many fans does Wickes have in United Kingdom?
Wickes has an estimated audience of 12,066,867 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
What is the gender split and age of Wickes fans?
65.5% of Wickes fans are female, 34.5% are male, with an average age of 45.3 years.
Which brands do Wickes fans like most?
Wickes fans show strongest brand affinity for Screwfix (2.63×), Toolstation (2.34×), and B&Q (1.73×) over the country average.
Where do Wickes fans live in United Kingdom?
Wickes fans in United Kingdom are most concentrated in England (reach 9,050,151), Yorkshire and the Humber (reach 2,810,462), and South East (reach 1,619,578). These three regions account for the largest share of the active audience.
What other brands do Wickes fans also like?
Beyond Wickes itself, the audience over-indexes on Toolstation (2.34×), B&Q (1.73×), We Buy Any Car (1.78×), and Homebase (2.15×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for Wickes. 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.
About this audience profile
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.