A data profile of the people who buy, follow and care about William Hill (bookmaker) in Ireland — modelled from more than twelve digital signal sources. William Hill (bookmaker) has an estimated audience of 795,696 people in Ireland.
William Hill (bookmaker) has an estimated audience of 795,696 people in Ireland. 32.6% are female, 67.4% are male, average age 41.4. Top brand affinities: Paddy Power, Boylesports, Racing Post, Bet365, Betfair.
Top brand affinities include Paddy Power, Boylesports, Racing Post, with strongest over-indexing on Paddy Power (3.41× the country average).
Demographically, the William Hill (bookmaker) audience skews more male with an average age of 41.4, and over-indexes on personality traits such as Social Media Usage, Design Affinity.
The typical William Hill (bookmaker) fan in Ireland is more male, around 41.4 years old, with strong Social Media Usage tendencies and a notable affinity for Paddy Power.
The key figures that characterise the William Hill (bookmaker) profile in Ireland.
32.6% are female, 67.4% are male, average age 41.4.
| Metric | Value |
|---|---|
| Female | 32.6% |
| Male | 67.4% |
| Average age | 41.4 |
| Estimated audience size | 795,696 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 19% | |
| 30-39 | 22% | |
| 40-49 | 22% | |
| 50+ | 23% |
The strongest cross-interests of the William Hill (bookmaker) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Unibet | Games | 6.92× | ||
| 02 | Betfred | Games | 6.76× | ||
| 03 | Betfair | Games | 5.39× | ||
| 04 | Bet365 | Games | 5.13× | ||
| 05 | Ladbrokes | Games | 4.96× | ||
| 06 | Boylesports | Games | 4.01× | ||
| 07 | Racing Post | Sports | 3.69× | ||
| 08 | Paddy Power | Games | 3.41× | ||
| 09 | Online gambling | Games | 3.04× | ||
| 10 | At the Races | Sports | 2.71× | ||
| 11 | Sports betting | Games | 2.62× | ||
| 12 | Casino | Games | 2.49× | ||
| 13 | Gambling | Games | 1.96× | ||
| 14 | Daily Star (United Kingdom) | News | 1.90× | ||
| 15 | Allied Irish Banks | Business & Career | 1.79× | ||
| 16 | Screwfix | Home & Garden | 1.75× | ||
| 17 | Bank of Ireland | Business & Career | 1.70× | ||
| 18 | FIFA World Cup | Sports | 1.65× | ||
| 19 | RTÉ Sport | Sports | 1.61× | ||
| 20 | Premier League | Sports | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.13× | |
| Design Affinity | PREMIUM | 0.91× | |
| Patriotism | CONSERVATISM | 0.85× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.61× | |
| Need for Security | CONSERVATISM | 0.63× | |
| Travelling | THRILL | 0.76× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Ireland who actively search for William Hill (bookmaker). 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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