A data profile of the people who buy, follow and care about William Hill (bookmaker) in United Kingdom — modelled from more than twelve digital signal sources. William Hill (bookmaker) has an estimated audience of 13,225,110 people in United Kingdom.
The average William Hill (bookmaker) fan in United Kingdom is 42.5 years old, more male, and lives primarily in England.
The audience is concentrated in England, North West, Scotland.
Top brand affinities include Betfred, Paddy Power, Betfair, with strongest over-indexing on Betfred (6.55× the country average).
Demographically, the William Hill (bookmaker) audience skews more male with an average age of 42.5, and over-indexes on personality traits such as Spirituality, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical William Hill (bookmaker) fan in United Kingdom is more male, around 42.5 years old, with strong Spirituality tendencies and a notable affinity for Betfred.
The key figures that characterise the William Hill (bookmaker) profile in United Kingdom.
31.7% are female, 68.3% are male, average age 42.5.
| Metric | Value |
|---|---|
| Female | 31.7% |
| Male | 68.3% |
| Average age | 42.5 |
| Estimated audience size | 13,225,110 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 21% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 26% |
Where the William Hill (bookmaker) audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~2.5M | 1.82× | |
| 02 | North East | ~700K | 1.37× | |
| 03 | Scotland | ~1.5M | 1.32× | |
| 04 | Northern Ireland | ~500K | 1.18× | |
| 05 | Yorkshire and the Humber | ~1M | 1.16× | |
| 06 | East Midlands | ~1M | 1.07× | |
| 07 | South West | ~900K | 0.85× | |
| 08 | Wales | ~600K | 0.85× | |
| 09 | West Midlands | ~400K | 0.78× | |
| 10 | East of England | ~900K | 0.75× | |
| 11 | England | ~8M | 0.65× | |
| 12 | South East | ~1M | 0.62× | |
| 13 | Greater London | ~1M | 0.58× |
The strongest cross-interests of the William Hill (bookmaker) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Betfred | Games | 6.55× | ||
| 02 | Betfair | Games | 6.44× | ||
| 03 | 32Red | Games | 5.90× | ||
| 04 | Paddy Power | Games | 5.72× | ||
| 05 | Ovo Energy | Home & Garden | 5.64× | ||
| 06 | Ladbrokes | Games | 5.37× | ||
| 07 | Sky Bet | Games | 5.14× | ||
| 08 | BetVictor | Games | 5.08× | ||
| 09 | British Gas | Home & Garden | 4.11× | ||
| 10 | Esso | Cars & Mobility | 4.08× | ||
| 11 | Gala Bingo | Games | 4.02× | ||
| 12 | Gambling | Games | 4.00× | ||
| 13 | National Lottery | Games | 3.91× | ||
| 14 | National Lottery (United Kingdom) | Games | 3.33× | ||
| 15 | Racing Post | Sports | 3.33× | ||
| 16 | Screwfix | Home & Garden | 3.20× | ||
| 17 | Virgin Media | Technology & Electronics | 3.09× | ||
| 18 | Financial services | Business & Career | 2.92× | ||
| 19 | Toolstation | Home & Garden | 2.81× | ||
| 20 | Leisure | Travel & Leisure | 2.25× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.61× | |
| Social Media Usage | JOY | 1.49× | |
| Convenience Orientation | PREMIUM | 1.37× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.49× | |
| Design Affinity | PREMIUM | 0.60× | |
| Early Adopter Mentality | POWER | 0.80× |
William Hill (bookmaker)'s target market in United Kingdom covers an estimated 13,225,110 people, concentrated in England and North West.
31.7% of the William Hill (bookmaker) audience are female, 68.3% are male, with an average age of 42.5 years.
William Hill (bookmaker) fans show strongest brand affinity for Betfred (6.55×), Paddy Power (5.72×), and Betfair (6.44×) over the country average.
William Hill (bookmaker) fans in United Kingdom are most concentrated in England (reach ~8M), North West (reach ~2.5M), and Scotland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond William Hill (bookmaker) itself, the audience over-indexes on Paddy Power (5.72×), Betfair (6.44×), Sky Bet (5.14×), and Gambling (4×) 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 William Hill (bookmaker). 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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