Key Takeaways

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One thing is clear, this audience is all about the happenings of pop culture in our society. They represent a version of the big-city woman who likes to be up-to-date with what’s happening online. Having a good lifestyle is important to them. They can be found watching reality TV—or lifestyle content with cat features here and there.  

Audience Demographics: 

• Within the 24-49 year old age range, the audience is mostly 24-29 years old (32%).
• The top urban regions for this audience are focused in London, Manchester and Glasgow.
• 49% of the audience have a Bachelor’s degree, followed by people with a Master’s degree (11%). 
• Most of the audience work in creative roles (17%) followed by business/administration (14%) and communications (4%). 

Behaviour & Interests:  

• Members of this audience are interested in storytelling. Reality TV (25%) and Talk Shows (16%) are among their top interests, aligning with additional interests in the Kardashians, TV Hosts, BBC Radio & ITV.
• This audience is keen on the mainstream. Publications like BBC, BuzzFeed, Vogue and National Geographic represent some of their top media entities. Major streaming artists like Taylor Swift represent an average of 32% of their interests.
• Beauty (26%) & Clothing (23%) represent this audience’s top brands. They are pro-influencers with 60% of the top five beauty brands being influencer-run. 

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Purpose of This Research

To identify the interests and behavioural attributes of audience members meeting the following criteria:

• ‍Interested in cats
• ‍Based in Urban Cities in the UK
• ‍Between the ages of 25-40
• ‍Majority female
• ‍Does not have children

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Within the 24-49 year old age range, the audience is mostly 24-29 years old (32%).

Demographic data is based on audience data compiled from various social media platforms that conform to the audience profile criteria from a sample size of 293K.

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The top urban regions for this audience are focused in England. 

Demographic data is based on audience data compiled from various social media platforms that conform to the audience profile criteria from a sample size of 293K.

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49% of the audience have a Bachelor’s degree, followed by people with a Master’s degree (11%). 

*People who have not listed their education status publicly. Demographic data is based on audience data compiled from various social media platforms that conform to the audience profile criteria from a sample size of 293K.

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17% of the audience are in creative roles, 14% are in business or administration and 4% are in communication with 4% in other roles.

Percentage of Young Single Cat Owners in urban UK who work in the following occupations:

This list features the top 24 occupations audience members are likely to have based on their social media profiles from a sample size of 293K.

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This audience is connected to the world through their interests in Music, Media, and Hobbies.

Percentage of Young Single Cat Owners in urban UK who have the following interests:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 interests audience members are likely to have based on their social media profiles from a sample size of 293K.

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Music and Media represent the top interests for this audience, inferring a strong connection to pop culture & entertainment. 

Percentage of Young Single Cat Owners in urban UK who have the following interests:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 interests audience members are likely to have based on their social media profiles from a sample size of 293K.

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This audience sees 4x and 5x more interest in Reality TV and Talk Shows than the average social media user.

Percentage of Young Single Cat Owners in urban UK who have the following interests:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 interests audience members are likely to have based on their social media profiles from a sample size of 293K.

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Brands in the Beauty, Clothing, Luxury Fashion and Food & Beverage industries garner top average interests from this audience. 

Percentage of Young Single Cat Owners in urban UK who engage with the following brands online:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 brands audience members are likely to shop at based on their social media profiles from a sample size of 293K.

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This audience sees an average of 6x more interest than global social media users in beauty brands created by celebrities or influencers.

Percentage of Young Single Cat Owners in urban UK who engage with the following brands online:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 brands audience members are likely to shop at based on their social media profiles from a sample size of 293K.

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Nando’s (23x), Pentland Brands (16x) and Jaclyn Cosmetics (12x) see the highest interest compared to average global social media users. 

Percentage of Young Single Cat Owners in urban UK who engage with the following brands online:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 brands audience members are likely to shop at based on their social media profiles from a sample size of 293K.

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Pop culture icons lead the way as influencers for this audience, especially artists with an average audience following of 32%.

Percentage of Young Single Cat Owners in urban UK who engage with the following influencers:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 influencers audience members are likely to engage with based on their social media profiles from a sample size of 293K.

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On average, 33% of the audience follow Kardashians, likely due to the audience’s interest in reality television.

Percentage of Young Single Cat Owners in urban UK who engage with the following influencers:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 influencers audience members are likely to engage with based on their social media profiles from a sample size of 293K.

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The audience also engages with UK TV personalities Holly Willoughby and Fearne Cotton, 24x and 25x more than average users.

Percentage of Young Single Cat Owners in urban UK who engage with the following influencers:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 influencers audience members are likely to engage with based on their social media profiles from a sample size of 293K.

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This audience is media-forward, with a range of interests from News, Pop Culture, Fashion and Other segments. 

Percentage of Young Single Cat Owners in urban UK who engage with the following media outlets:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 media outlets audience members are likely to engage with based on their social media profiles from a sample size of 293K.

Mainstream media outlets and creators like BBC and BuzzFeed have captured this audience’s attention and engagement.

Percentage of Young Single Cat Owners in urban UK who engage with the following media outlets:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 media outlets audience members are likely to engage with based on their social media profiles from a sample size of 293K.

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Radio plays a role in the audience’s media consumption. This audience engages with BBC Radio 11x more than average global users.

Percentage of Young Single Cat Owners in urban UK who engage with the following media outlets:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 media outlets audience members are likely to engage with based on their social media profiles from a sample size of 293K.

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ITV (22x), BBC Radio (11x) and Capital FM (10x) see the highest interest compared to average social media users. 

Percentage of Young Single Cat Owners in urban UK who engage with the following media outlets:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 media outlets audience members are likely to engage with based on their social media profiles from a sample size of 293K.

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Audience members engage with Animal, Lifestyle, Makeup and Fashion accounts on YouTube. 

Percentage of Young Single Cat Owners in urban UK who engage with the following YouTube channels:

Multipliers represent how much more the audience is related to the entity compared to global social media audience averages. This list features the top 20 media outlets audience members are likely to engage with based on their social media profiles from a sample size of 293K.

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Lifestyle accounts create a unique opportunity for creators to share their lives with everyday viewers, such as the female cat audience. 

Percentage of Young Single Cat Owners in urban UK who engage with the following YouTube channels:

Multipliers are not available for this data. This list features the top 20 YouTube accounts audience members are likely to engage with based on their social media profiles from a sample size of 293K.

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The YouTuber @velvetghost shares her life and her cat makes an organic appearance every now and then.

Percentage of Young Single Cat Owners in urban UK who engage with the following YouTube channels:

Multipliers are not available for this data. This list features the top 20 YouTube accounts audience members are likely to engage with based on their social media profiles from a sample size of 293K.

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The audience listens to a wide range of podcasts. This media format sees the highest variety in interests across topics.

Percentage of Young Single Cat Owners in urban UK who engage with the following podcasts:

Multipliers are not available for this data. This list features the top 20 podcasts audience members are likely to engage with based on their social media profiles from a sample size of 293K.

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Pop Culture podcasts are aligned with interests in Reality TV, where they can hear news and casual life experiences from real people.

Percentage of Young Single Cat Owners in urban UK who engage with the following podcasts:

Multipliers are not available for this data. This list features the top 20 podcasts audience members are likely to engage with based on their social media profiles from a sample size of 293K.

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TV & Film podcasts speak to interests in stories. The audience invests time to understand plots and hear media recommendations.

Percentage of Young Single Cat Owners in urban UK who engage with the following podcasts:

Multipliers are not available for this data. This list features the top 20 podcasts audience members are likely to engage with based on their social media profiles from a sample size of 293K.