A data profile of the people who buy, follow and care about Wool in United Kingdom — modelled from more than twelve digital signal sources. Wool has an estimated audience of 8,932,451 people in United Kingdom.
The average Wool fan in United Kingdom is 45.3 years old, more female, and lives primarily in England.
The audience is concentrated in England, South West, South East.
Top brand affinities include Do it yourself (DIY), Volunteering, Hobby, with strongest over-indexing on Do it yourself (DIY) (2.31× the country average).
Demographically, the Wool audience skews more female with an average age of 45.3, and over-indexes on personality traits such as Sustainability, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Wool fan in United Kingdom is more female, around 45.3 years old, with strong Sustainability tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Wool profile in United Kingdom.
75.4% are female, 24.6% are male, average age 45.3.
| Metric | Value |
|---|---|
| Female | 75.4% |
| Male | 24.6% |
| Average age | 45.3 |
| Estimated audience size | 8,932,451 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 36% |
of the worldwide Wool audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 19.4% |
| United Kingdom | 5.8% |
| India | 5.3% |
Where the Wool audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South West | ~1.5M | 1.90× | |
| 02 | Scotland | ~1M | 1.22× | |
| 03 | Yorkshire and the Humber | ~800K | 1.10× | |
| 04 | Wales | ~600K | 1.10× | |
| 05 | West Midlands | ~400K | 1.07× | |
| 06 | East of England | ~800K | 0.96× | |
| 07 | South East | ~1M | 0.95× | |
| 08 | North East | ~300K | 0.90× | |
| 09 | England | ~6.5M | 0.85× | |
| 10 | Northern Ireland | ~200K | 0.85× | |
| 11 | East Midlands | ~500K | 0.72× | |
| 12 | North West | ~500K | 0.51× |
The strongest cross-interests of the Wool audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Blanket | Home & Garden | 3.56× | ||
| 02 | Sewing machine | Home & Garden | 2.94× | ||
| 03 | Weaving | Fashion & Accessoires | 2.43× | ||
| 04 | Volunteering | Politics & Society | 2.32× | ||
| 05 | Do it yourself (DIY) | Home & Garden | 2.31× | ||
| 06 | Sewing | Home & Garden | 2.26× | ||
| 07 | Mother's Day | Kids & Family | 2.18× | ||
| 08 | Luxury real estate | Business & Career | 2.03× | ||
| 09 | Refrigerator | Home & Garden | 1.90× | ||
| 10 | Wikipedia | Internet & Social Media | 1.88× | ||
| 11 | Local food | Food & Beverages | 1.88× | ||
| 12 | Hobby | Home & Garden | 1.80× | ||
| 13 | Mobile home | Cars & Mobility | 1.80× | ||
| 14 | Etsy | Fashion & Accessoires | 1.79× | ||
| 15 | Vintage clothing | Fashion & Accessoires | 1.77× | ||
| 16 | Skirt | Fashion & Accessoires | 1.60× | ||
| 17 | Tradition | Politics & Society | 1.60× | ||
| 18 | Organic food | Food & Beverages | 1.59× | ||
| 19 | Knitting | Home & Garden | 1.59× | ||
| 20 | IKEA | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.65× | |
| DIY Mentality | THRILL | 1.60× | |
| Individualism | JOY | 1.49× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.94× | |
| Community Orientation | OPEN | 0.94× | |
| Social Media Usage | JOY | 0.94× |
Wool has an estimated audience of 8,932,451 people in United Kingdom, concentrated in England and South West.
75.4% of Wool fans are female, 24.6% are male, with an average age of 45.3 years.
Wool fans show strongest brand affinity for Do it yourself (DIY) (2.31×), Volunteering (2.32×), and Hobby (1.8×) over the country average.
Wool fans in United Kingdom are most concentrated in England (reach ~6.5M), South West (reach ~1.5M), and South East (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Wool itself, the audience over-indexes on Volunteering (2.32×), Hobby (1.8×), Blanket (3.56×), and Wikipedia (1.88×) 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 Wool. 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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