A data profile of the people who buy, follow and care about X in United Kingdom — modelled from more than twelve digital signal sources. X has an estimated audience of 23,339,906 people in United Kingdom.
The average X fan in United Kingdom is 42.8 years old, balanced, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include Natural skin care, Sephora, Makeup Tutorials, with strongest over-indexing on Natural skin care (1.56× the country average).
Demographically, the X audience skews balanced with an average age of 42.8, and over-indexes on personality traits such as Creativity, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical X fan in United Kingdom is balanced, around 42.8 years old, with strong Creativity tendencies and a notable affinity for Natural skin care.
The key figures that characterise the X profile in United Kingdom.
54.9% are female, 45.1% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 54.9% |
| Male | 45.1% |
| Average age | 42.8 |
| Estimated audience size | 23,339,906 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide X audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 16.6% |
| China | 7.4% |
| United Kingdom | 3.4% |
Where the X audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~3.5M | 1.48× | |
| 02 | East Midlands | ~2M | 1.12× | |
| 03 | Northern Ireland | ~800K | 1.12× | |
| 04 | Scotland | ~2M | 1.06× | |
| 05 | East of England | ~2M | 1.02× | |
| 06 | South West | ~2M | 1.00× | |
| 07 | England | ~18M | 0.96× | |
| 08 | North East | ~900K | 0.96× | |
| 09 | South East | ~3M | 0.92× | |
| 10 | Greater London | ~3M | 0.92× | |
| 11 | Wales | ~1M | 0.85× | |
| 12 | Yorkshire and the Humber | ~1.5M | 0.84× | |
| 13 | West Midlands | ~700K | 0.75× |
The strongest cross-interests of the X audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mitú | Travel & Leisure | 2.05× | ||
| 02 | Jermaine Jackson | Music & Radio | 1.92× | ||
| 03 | Web fiction | Literature | 1.90× | ||
| 04 | Married at First Sight (U.S. TV series) | Movies & TV | 1.80× | ||
| 05 | Elisabeth Moss | Movies & TV | 1.78× | ||
| 06 | Huda Beauty | Beauty & Wellness | 1.67× | ||
| 07 | The Sun News | News | 1.64× | ||
| 08 | Makeup Lessons | Beauty & Wellness | 1.63× | ||
| 09 | Makeup Tutorials | Beauty & Wellness | 1.62× | ||
| 10 | Google News | News | 1.60× | ||
| 11 | Curly Hair | Beauty & Wellness | 1.58× | ||
| 12 | Eyelash extensions | Beauty & Wellness | 1.57× | ||
| 13 | Hair Extensions | Beauty & Wellness | 1.57× | ||
| 14 | Natural skin care | Beauty & Wellness | 1.56× | ||
| 15 | Sol de Janeiro | Beauty & Wellness | 1.56× | ||
| 16 | Sephora | Shopping | 1.55× | ||
| 17 | Wischmopp | Home & Garden | 1.55× | ||
| 18 | Makeup brush | Beauty & Wellness | 1.53× | ||
| 19 | Lip gloss | Beauty & Wellness | 1.52× | ||
| 20 | Missguided | Fashion & Accessoires | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.06× | |
| Healthy Lifestyle | BALANCE | 1.03× | |
| Price Sensitivity | PREMIUM | 1.03× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.83× | |
| Need for Security | CONSERVATISM | 0.83× | |
| Patriotism | CONSERVATISM | 0.84× |
X has an estimated audience of 23,339,906 people in United Kingdom, concentrated in England and North West.
54.9% of X fans are female, 45.1% are male, with an average age of 42.8 years.
X fans show strongest brand affinity for Natural skin care (1.56×), Sephora (1.55×), and Makeup Tutorials (1.62×) over the country average.
X fans in United Kingdom are most concentrated in England (reach ~18M), North West (reach ~3.5M), and South East (reach ~3M). These three regions account for the largest share of the active audience.
Beyond X itself, the audience over-indexes on Sephora (1.55×), Makeup Tutorials (1.62×), Eyelash extensions (1.57×), and Hair Extensions (1.57×) 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 X. 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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