A data profile of the people who buy, follow and care about Screwfix in Ireland — modelled from more than twelve digital signal sources. Screwfix has an estimated audience of 1,658,741 people in Ireland.
Screwfix has an estimated audience of 1,658,741 people in Ireland. 44.7% are female, 55.3% are male, average age 42.4. Top brand affinities: Paddy Power, DoneDeal, Boylesports, B&Q, Multi-tool.
Top brand affinities include Paddy Power, DoneDeal, Boylesports, with strongest over-indexing on Paddy Power (2.25× the country average).
Demographically, the Screwfix audience skews more male with an average age of 42.4, and over-indexes on personality traits such as Social Media Usage, Design Affinity.
The typical Screwfix fan in Ireland is more male, around 42.4 years old, with strong Social Media Usage tendencies and a notable affinity for Paddy Power.
The key figures that characterise the Screwfix profile in Ireland.
44.7% are female, 55.3% are male, average age 42.4.
| Metric | Value |
|---|---|
| Female | 44.7% |
| Male | 55.3% |
| Average age | 42.4 |
| Estimated audience size | 1,658,741 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 16% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 25% |
of the worldwide Screwfix audience comes from Ireland.
| Country | Share |
|---|---|
| United Kingdom | 83.3% |
| Ireland | 9.5% |
| France | 2.6% |
The strongest cross-interests of the Screwfix audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Toolstation | Home & Garden | 12.26× | ||
| 02 | Multi-tool | Home & Garden | 8.60× | ||
| 03 | Drill bit | Home & Garden | 7.98× | ||
| 04 | Industrial engineering | Business & Career | 5.76× | ||
| 05 | Screw | Home & Garden | 5.45× | ||
| 06 | Wrench | Home & Garden | 5.07× | ||
| 07 | Hammer | Home & Garden | 4.71× | ||
| 08 | B&Q | Shopping | 4.54× | ||
| 09 | Halfords | Cars & Mobility | 4.03× | ||
| 10 | Drill | Home & Garden | 3.96× | ||
| 11 | Welding | Home & Garden | 3.45× | ||
| 12 | Paddy Power | Games | 2.25× | ||
| 13 | Boylesports | Games | 2.02× | ||
| 14 | Racing Post | Sports | 1.93× | ||
| 15 | DoneDeal | Shopping | 1.86× | ||
| 16 | Allied Irish Banks | Business & Career | 1.72× | ||
| 17 | Bank of Ireland | Business & Career | 1.70× | ||
| 18 | Irish Examiner | News | 1.59× | ||
| 19 | Shane Lowry | Sports | 1.54× | ||
| 20 | Chat GPT | Technology & Electronics | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.66× | |
| Design Affinity | PREMIUM | 1.05× | |
| Travelling | THRILL | 0.93× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.62× | |
| Patriotism | CONSERVATISM | 0.88× | |
| Travelling | THRILL | 0.93× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Ireland who actively search for Screwfix. 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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