A data profile of the people who buy, follow and care about Wikipedia in United Kingdom — modelled from more than twelve digital signal sources. Wikipedia has an estimated audience of 10,612,453 people in United Kingdom.
The average Wikipedia fan in United Kingdom is 44.5 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Video hosting service, Creative Commons, Papua New Guinea, with strongest over-indexing on Video hosting service (13.22× the country average).
Demographically, the Wikipedia audience skews balanced with an average age of 44.5, and over-indexes on personality traits such as Spirituality, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Wikipedia fan in United Kingdom is balanced, around 44.5 years old, with strong Spirituality tendencies and a notable affinity for Video hosting service.
The key figures that characterise the Wikipedia profile in United Kingdom.
55.0% are female, 45.0% are male, average age 44.5.
| Metric | Value |
|---|---|
| Female | 55.0% |
| Male | 45.0% |
| Average age | 44.5 |
| Estimated audience size | 10,612,453 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide Wikipedia audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 21.9% |
| Germany | 6.8% |
| United Kingdom | 5.0% |
Where the Wikipedia audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~1.5M | 1.23× | |
| 02 | South West | ~1M | 1.20× | |
| 03 | East Midlands | ~900K | 1.20× | |
| 04 | East of England | ~1M | 1.13× | |
| 05 | South East | ~1.5M | 1.10× | |
| 06 | Scotland | ~1M | 1.09× | |
| 07 | Northern Ireland | ~300K | 1.09× | |
| 08 | Wales | ~600K | 1.05× | |
| 09 | North East | ~400K | 0.88× | |
| 10 | Greater London | ~1M | 0.84× | |
| 11 | England | ~7.5M | 0.77× | |
| 12 | Yorkshire and the Humber | ~600K | 0.77× | |
| 13 | West Midlands | ~300K | 0.65× |
The strongest cross-interests of the Wikipedia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Broadcast journalism | Movies & TV | 20.15× | ||
| 02 | Registered user | Internet & Social Media | 13.70× | ||
| 03 | Creative Commons | Technology & Electronics | 13.31× | ||
| 04 | Video hosting service | Technology & Electronics | 13.22× | ||
| 05 | Papua New Guinea | Travel & Leisure | 12.80× | ||
| 06 | Web server | Technology & Electronics | 12.79× | ||
| 07 | East Asia | Travel & Leisure | 11.94× | ||
| 08 | Ancient Greek | Politics & Society | 11.34× | ||
| 09 | Political science | Business & Career | 10.90× | ||
| 10 | Wind turbine | Home & Garden | 10.75× | ||
| 11 | Obituary | Literature | 10.07× | ||
| 12 | Digital audio | Technology & Electronics | 9.14× | ||
| 13 | Electronic publishing | News | 8.73× | ||
| 14 | Election | Politics & Society | 8.28× | ||
| 15 | Institute of technology | Business & Career | 7.94× | ||
| 16 | Radio broadcasting | Music & Radio | 7.22× | ||
| 17 | Individual | Politics & Society | 6.69× | ||
| 18 | Ancient Greece | Politics & Society | 6.49× | ||
| 19 | News broadcasting | Business & Career | 5.81× | ||
| 20 | Digital media | Business & Career | 5.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 4.88× | |
| Patriotism | CONSERVATISM | 3.88× | |
| Community Orientation | OPEN | 2.85× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.98× | |
| Design Affinity | PREMIUM | 1.08× | |
| DIY Mentality | THRILL | 1.21× |
Wikipedia has an estimated audience of 10,612,453 people in United Kingdom, concentrated in England and South East.
55.0% of Wikipedia fans are female, 45.0% are male, with an average age of 44.5 years.
Wikipedia fans show strongest brand affinity for Video hosting service (13.22×), Creative Commons (13.31×), and Papua New Guinea (12.8×) over the country average.
Wikipedia fans in United Kingdom are most concentrated in England (reach ~7.5M), South East (reach ~1.5M), and North West (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Wikipedia itself, the audience over-indexes on Creative Commons (13.31×), Papua New Guinea (12.8×), Broadcast journalism (20.15×), and Electronic publishing (8.73×) 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 Wikipedia. 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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