A data profile of the people who buy, follow and care about Wickes in United Kingdom — modelled from more than twelve digital signal sources. Wickes has an estimated audience of 3,306,879 people in United Kingdom.
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, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
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.
The key figures that characterise the Wickes profile in United Kingdom.
65.5% are female, 34.5% are male, average age 45.3.
| Metric | Value |
|---|---|
| Female | 65.5% |
| Male | 34.5% |
| Average age | 45.3 |
| Estimated audience size | 3,306,879 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 34% |
of the worldwide Wickes audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 72.2% |
| United States | 9.9% |
| Germany | 2.8% |
Where the Wickes audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~9M | 2.96× | |
| 02 | Yorkshire and the Humber | ~2.5M | 2.75× | |
| 03 | South East | ~1.5M | 1.00× | |
| 04 | West Midlands | ~500K | 0.98× | |
| 05 | East of England | ~1M | 0.87× | |
| 06 | North East | ~400K | 0.83× | |
| 07 | East Midlands | ~700K | 0.82× | |
| 08 | South West | ~700K | 0.76× | |
| 09 | North West | ~800K | 0.62× | |
| 10 | Scotland | ~600K | 0.52× | |
| 11 | Wales | ~300K | 0.48× | |
| 12 | Northern Ireland | ~80K | 0.21× |
The strongest cross-interests of the Wickes audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Screwfix | Home & Garden | 2.63× | ||
| 02 | Jewson | Business & Career | 2.63× | ||
| 03 | Topps Tiles | Shopping | 2.47× | ||
| 04 | Toolstation | Home & Garden | 2.34× | ||
| 05 | Homebase | Shopping | 2.15× | ||
| 06 | We Buy Any Car | Cars & Mobility | 1.78× | ||
| 07 | Laminate flooring | Home & Garden | 1.74× | ||
| 08 | B&Q | Shopping | 1.73× | ||
| 09 | Urban horticulture | Home & Garden | 1.73× | ||
| 10 | Bathtub | Beauty & Wellness | 1.68× | ||
| 11 | Heavy equipment | Home & Garden | 1.67× | ||
| 12 | Shelf (storage) | Home & Garden | 1.63× | ||
| 13 | J. D. Williams | Shopping | 1.60× | ||
| 14 | Home Renovations | Home & Garden | 1.60× | ||
| 15 | Patio | Home & Garden | 1.58× | ||
| 16 | Tile | Home & Garden | 1.58× | ||
| 17 | Buy to let | Home & Garden | 1.54× | ||
| 18 | Shower | Beauty & Wellness | 1.53× | ||
| 19 | Lumber | Home & Garden | 1.51× | ||
| 20 | Boiler | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.29× | |
| DIY Mentality | THRILL | 1.23× | |
| Need for Security | CONSERVATISM | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.87× | |
| Pet Ownership | JOY | 0.91× | |
| Early Adopter Mentality | POWER | 0.91× |
Wickes's target market in United Kingdom covers an estimated 3,306,879 people, concentrated in England and Yorkshire and the Humber.
65.5% of the Wickes audience are female, 34.5% are male, with an average age of 45.3 years.
Wickes fans show strongest brand affinity for Screwfix (2.63×), Toolstation (2.34×), and B&Q (1.73×) over the country average.
Wickes fans in United Kingdom are most concentrated in England (reach ~9M), Yorkshire and the Humber (reach ~2.5M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Wickes itself, the audience over-indexes on Toolstation (2.34×), B&Q (1.73×), We Buy Any Car (1.78×), and Patio (1.58×) 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 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.
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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