A data profile of the people who buy, follow and care about Accounting in Australia — modelled from more than twelve digital signal sources. Accounting has an estimated audience of 2,653,965 people in Australia.
The average Accounting fan in Australia is 42.8 years old, balanced, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include Xero (software), Price, Information technology, with strongest over-indexing on Xero (software) (2.01× the country average).
Demographically, the Accounting audience skews balanced with an average age of 42.8, and over-indexes on personality traits such as Career Orientation, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Accounting fan in Australia is balanced, around 42.8 years old, with strong Career Orientation tendencies and a notable affinity for Xero (software).
The key figures that characterise the Accounting profile in Australia.
50.6% are female, 49.4% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 50.6% |
| Male | 49.4% |
| Average age | 42.8 |
| Estimated audience size | 2,653,965 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 28% |
of the worldwide Accounting audience comes from Australia.
| Country | Share |
|---|---|
| United States | 16.8% |
| Brazil | 8.4% |
| India | 5.2% |
Where the Accounting audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~1M | 1.26× | |
| 02 | Queensland | ~700K | 1.08× | |
| 03 | South Australia | ~200K | 1.05× | |
| 04 | Australian Capital Territory | ~60K | 0.99× | |
| 05 | Northern Territory | ~20K | 0.98× | |
| 06 | New South Wales | ~900K | 0.97× | |
| 07 | Western Australia | ~300K | 0.93× | |
| 08 | Tasmania | ~50K | 0.91× |
The strongest cross-interests of the Accounting audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | H&R Block | Business & Career | 4.18× | ||
| 02 | Accounting software | Business & Career | 3.38× | ||
| 03 | Financial accounting | Business & Career | 3.07× | ||
| 04 | Bookkeeping | Games | 3.00× | ||
| 05 | Strategic management | Business & Career | 2.75× | ||
| 06 | Business administration | Business & Career | 2.75× | ||
| 07 | Business process | Business & Career | 2.14× | ||
| 08 | Master of Business Administration | Business & Career | 2.06× | ||
| 09 | Xero (software) | Brand | 2.01× | ||
| 10 | Programming language | Technology & Electronics | 2.01× | ||
| 11 | Viral marketing | Business & Career | 1.96× | ||
| 12 | Data | Business & Career | 1.77× | ||
| 13 | PHP | Technology & Electronics | 1.76× | ||
| 14 | Bachelor's degree | Business & Career | 1.71× | ||
| 15 | Academic degree | Business & Career | 1.65× | ||
| 16 | Information technology | Business & Career | 1.64× | ||
| 17 | Master's degree | Business & Career | 1.63× | ||
| 18 | Price | Shopping | 1.54× | ||
| 19 | Web development | Business & Career | 1.53× | ||
| 20 | Career development | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.44× | |
| Need for Security | CONSERVATISM | 1.27× | |
| Risk Appetite | THRILL | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.88× | |
| Creativity | OPEN | 0.90× | |
| Pet Ownership | JOY | 0.91× |
Accounting has an estimated audience of 2,653,965 people in Australia, concentrated in Victoria and New South Wales.
50.6% of Accounting fans are female, 49.4% are male, with an average age of 42.8 years.
Accounting fans show strongest brand affinity for Xero (software) (2.01×), Price (1.54×), and Information technology (1.64×) over the country average.
Accounting fans in Australia are most concentrated in Victoria (reach ~1M), New South Wales (reach ~900K), and Queensland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Accounting itself, the audience over-indexes on Price (1.54×), Information technology (1.64×), Financial accounting (3.07×), and Programming language (2.01×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Accounting. 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 Australia. 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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