A data profile of the people who buy, follow and care about B&Q in Ireland — modelled from more than twelve digital signal sources. B&Q has an estimated audience of 765,255 people in Ireland.
B&Q has an estimated audience of 765,255 people in Ireland. 65.6% are female, 34.4% are male, average age 44.4. Top brand affinities: Lidl, Sports Direct, Tesco, Rory McIlroy, Harvey Norman.
Top brand affinities include Lidl, Sports Direct, Tesco, with strongest over-indexing on Lidl (1.67× the country average).
Demographically, the B&Q audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Patriotism, Convenience Orientation.
The typical B&Q fan in Ireland is more female, around 44.4 years old, with strong Patriotism tendencies and a notable affinity for Lidl.
The key figures that characterise the B&Q profile in Ireland.
65.6% are female, 34.4% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 65.6% |
| Male | 34.4% |
| Average age | 44.4 |
| Estimated audience size | 765,255 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 12% | |
| 30-39 | 24% | |
| 40-49 | 28% | |
| 50+ | 27% |
of the worldwide B&Q audience comes from Ireland.
| Country | Share |
|---|---|
| United Kingdom | 75.4% |
| Ireland | 3.9% |
| United States | 3.7% |
The strongest cross-interests of the B&Q audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Garden furniture | Home & Garden | 1.85× | ||
| 02 | Primark | Shopping | 1.79× | ||
| 03 | Ornamental plant | Home & Garden | 1.70× | ||
| 04 | Harvey Norman | Shopping | 1.69× | ||
| 05 | JD Sports | Shopping | 1.69× | ||
| 06 | Lidl | Shopping | 1.67× | ||
| 07 | Hurling | Sports | 1.67× | ||
| 08 | Sports Direct | Fashion & Accessoires | 1.63× | ||
| 09 | Rugby league | Sports | 1.63× | ||
| 10 | Leinster Rugby | Sports | 1.63× | ||
| 11 | Rory McIlroy | Sports | 1.60× | ||
| 12 | Life Style Sports | Shopping | 1.60× | ||
| 13 | Sports equipment | Sports | 1.59× | ||
| 14 | Screwfix | Home & Garden | 1.56× | ||
| 15 | Brown Thomas | Business & Career | 1.55× | ||
| 16 | Munster Rugby | Sports | 1.53× | ||
| 17 | Staycation | Home & Garden | 1.53× | ||
| 18 | Tesco | Shopping | 1.52× | ||
| 19 | Rugby union | Sports | 1.52× | ||
| 20 | Landscaping | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.72× | |
| Convenience Orientation | PREMIUM | 1.25× | |
| Need for Security | CONSERVATISM | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.95× | |
| Design Affinity | PREMIUM | 1.05× | |
| Social Media Usage | JOY | 1.07× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Ireland who actively search for B&Q. 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 Ireland. 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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