A data profile of the people who buy, follow and care about World Wide Web in United Kingdom — modelled from more than twelve digital signal sources. World Wide Web has an estimated audience of 11,979,467 people in United Kingdom.
The average World Wide Web fan in United Kingdom is 44.8 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, William Hill (bookmaker), with strongest over-indexing on Wikipedia (4.1× the country average).
Demographically, the World Wide Web audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Need for Security, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical World Wide Web fan in United Kingdom is more female, around 44.8 years old, with strong Need for Security tendencies and a notable affinity for Wikipedia.
The key figures that characterise the World Wide Web profile in United Kingdom.
56.6% are female, 43.4% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 44.8 |
| Estimated audience size | 11,979,467 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide World Wide Web audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 19.0% |
| Italy | 6.4% |
| Brazil | 5.6% |
Where the World Wide Web audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Ireland | ~500K | 1.27× | |
| 02 | West Midlands | ~600K | 1.25× | |
| 03 | Yorkshire and the Humber | ~1M | 1.22× | |
| 04 | East of England | ~1.5M | 1.19× | |
| 05 | South East | ~1.5M | 1.07× | |
| 06 | England | ~9M | 1.06× | |
| 07 | North East | ~500K | 0.98× | |
| 08 | East Midlands | ~800K | 0.92× | |
| 09 | South West | ~900K | 0.88× | |
| 10 | Wales | ~600K | 0.88× | |
| 11 | Scotland | ~800K | 0.79× | |
| 12 | North West | ~900K | 0.74× |
The strongest cross-interests of the World Wide Web audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 4.10× | ||
| 02 | Adoption | Kids & Family | 3.16× | ||
| 03 | Sketch comedy | Movies & TV | 3.08× | ||
| 04 | Pierce Brosnan | Movies & TV | 2.76× | ||
| 05 | Margot Robbie | Movies & TV | 2.72× | ||
| 06 | Satire | Literature | 2.61× | ||
| 07 | Risk management | Business & Career | 2.56× | ||
| 08 | Esso | Cars & Mobility | 2.49× | ||
| 09 | Betfair | Games | 2.43× | ||
| 10 | Refrigerator | Home & Garden | 2.30× | ||
| 11 | William Hill (bookmaker) | Games | 2.12× | ||
| 12 | Artificial intelligence | Technology & Electronics | 2.10× | ||
| 13 | Hobby | Home & Garden | 2.08× | ||
| 14 | Mobile home | Cars & Mobility | 1.94× | ||
| 15 | Internet & Social Media | 1.88× | |||
| 16 | Mother's Day | Kids & Family | 1.87× | ||
| 17 | Distilled beverage | Food & Beverages | 1.77× | ||
| 18 | Volunteering | Politics & Society | 1.76× | ||
| 19 | Internet & Social Media | 1.69× | |||
| 20 | Aldi | Shopping | 1.65× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.23× | |
| Patriotism | CONSERVATISM | 1.19× | |
| Convenience Orientation | PREMIUM | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.88× | |
| Indulgence | JOY | 0.90× | |
| Sports Activity | POWER | 0.90× |
World Wide Web has an estimated audience of 11,979,467 people in United Kingdom, concentrated in England and South East.
56.6% of World Wide Web fans are female, 43.4% are male, with an average age of 44.8 years.
World Wide Web fans show strongest brand affinity for Wikipedia (4.1×), Hobby (2.08×), and William Hill (bookmaker) (2.12×) over the country average.
World Wide Web fans in United Kingdom are most concentrated in England (reach ~9M), South East (reach ~1.5M), and East of England (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond World Wide Web itself, the audience over-indexes on Hobby (2.08×), William Hill (bookmaker) (2.12×), Esso (2.49×), and Betfair (2.43×) 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 World Wide Web. 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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