A data profile of the people who buy, follow and care about Word in United Kingdom — modelled from more than twelve digital signal sources. Word has an estimated audience of 3,296,385 people in United Kingdom.
The average Word fan in United Kingdom is 41.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Wikipedia, Hobby, Kitchen, with strongest over-indexing on Wikipedia (4.13× the country average).
Demographically, the Word audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Spirituality, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Word fan in United Kingdom is more female, around 41.0 years old, with strong Spirituality tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Word profile in United Kingdom.
72.8% are female, 27.2% are male, average age 41.0.
| Metric | Value |
|---|---|
| Female | 72.8% |
| Male | 27.2% |
| Average age | 41.0 |
| Estimated audience size | 3,296,385 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 20% | |
| 30-39 | 21% | |
| 40-49 | 21% | |
| 50+ | 24% |
of the worldwide Word audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 38.0% |
| Italy | 6.2% |
| United Kingdom | 5.2% |
Where the Word audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~200K | 1.42× | |
| 02 | Yorkshire and the Humber | ~300K | 1.24× | |
| 03 | Wales | ~200K | 1.19× | |
| 04 | East of England | ~300K | 1.15× | |
| 05 | South East | ~500K | 1.10× | |
| 06 | England | ~2.5M | 1.09× | |
| 07 | Northern Ireland | ~100K | 1.04× | |
| 08 | East Midlands | ~200K | 0.99× | |
| 09 | South West | ~200K | 0.86× | |
| 10 | North East | ~100K | 0.83× | |
| 11 | Scotland | ~200K | 0.68× | |
| 12 | North West | ~100K | 0.42× |
The strongest cross-interests of the Word audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Flightradar24 | Travel & Leisure | 5.82× | ||
| 02 | Wikipedia | Internet & Social Media | 4.13× | ||
| 03 | Adoption | Kids & Family | 3.77× | ||
| 04 | Sketch comedy | Movies & TV | 3.17× | ||
| 05 | Mumsnet | Kids & Family | 3.07× | ||
| 06 | Drinking establishment | Food & Beverages | 2.99× | ||
| 07 | Political science | Business & Career | 2.90× | ||
| 08 | Satire | Literature | 2.72× | ||
| 09 | Mother's Day | Kids & Family | 2.42× | ||
| 10 | Refrigerator | Home & Garden | 2.37× | ||
| 11 | Hobby | Home & Garden | 2.36× | ||
| 12 | Volunteering | Politics & Society | 1.99× | ||
| 13 | Internet & Social Media | 1.88× | |||
| 14 | Genetics | Kids & Family | 1.88× | ||
| 15 | Aldi | Shopping | 1.78× | ||
| 16 | Distilled beverage | Food & Beverages | 1.78× | ||
| 17 | Argos (retailer) | Shopping | 1.72× | ||
| 18 | Kitchen | Home & Garden | 1.71× | ||
| 19 | William Hill (bookmaker) | Games | 1.69× | ||
| 20 | Weddings | Kids & Family | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.31× | |
| Mindfulness | BALANCE | 1.28× | |
| Healthy Lifestyle | BALANCE | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.77× | |
| Pet Ownership | JOY | 0.81× | |
| Quality Awareness | PREMIUM | 0.87× |
Word has an estimated audience of 3,296,385 people in United Kingdom, concentrated in England and South East.
72.8% of Word fans are female, 27.2% are male, with an average age of 41.0 years.
Word fans show strongest brand affinity for Wikipedia (4.13×), Hobby (2.36×), and Kitchen (1.71×) over the country average.
Word fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~500K), and East of England (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Word itself, the audience over-indexes on Hobby (2.36×), Kitchen (1.71×), Adoption (3.77×), and Mumsnet (3.07×) 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 Word. 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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