A data profile of the people who buy, follow and care about Adairs in Australia — modelled from more than twelve digital signal sources. Adairs has an estimated audience of 2,899,217 people in Australia.
Adairs has an estimated audience of 2,899,217 people in Australia. 82.7% are female, 17.3% are male, average age 39.7. Top brand affinities: IKEA, Discount stores, TK Maxx, Renovation, Geelong Football Club.
Top brand affinities include IKEA, Discount stores, TK Maxx, with strongest over-indexing on IKEA (3.19× the country average).
Demographically, the Adairs audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Design Affinity, Price Sensitivity.
The typical Adairs fan in Australia is more female, around 39.7 years old, with strong Design Affinity tendencies and a notable affinity for IKEA.
The key figures that characterise the Adairs profile in Australia.
82.7% are female, 17.3% are male, average age 39.7.
| Metric | Value |
|---|---|
| Female | 82.7% |
| Male | 17.3% |
| Average age | 39.7 |
| Estimated audience size | 2,899,217 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 21% | |
| 30-39 | 23% | |
| 40-49 | 22% | |
| 50+ | 18% |
of the worldwide Adairs audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 89.6% |
| United States | 4.2% |
| United Kingdom | 1.4% |
The strongest cross-interests of the Adairs audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Melbourne Football Club | Sports | 4.33× | ||
| 02 | TK Maxx | Shopping | 4.24× | ||
| 03 | Western Bulldogs | Sports | 4.19× | ||
| 04 | Geelong Football Club | Sports | 4.16× | ||
| 05 | Fremantle Football Club | Sports | 4.16× | ||
| 06 | IKEA | Home & Garden | 3.19× | ||
| 07 | Kitchenware | Home & Garden | 3.07× | ||
| 08 | AFL Grand Final | Sports | 3.01× | ||
| 09 | Children's clothing | Fashion & Accessoires | 2.71× | ||
| 10 | Discount stores | Shopping | 2.69× | ||
| 11 | Cotton On | Fashion & Accessoires | 2.07× | ||
| 12 | Renovation | Home & Garden | 2.06× | ||
| 13 | Organic food | Food & Beverages | 1.94× | ||
| 14 | Big W | Shopping | 1.77× | ||
| 15 | Australian Football League | Sports | 1.76× | ||
| 16 | Kmart | Shopping | 1.66× | ||
| 17 | Woolworths | Shopping | 1.62× | ||
| 18 | Harvey Norman | Shopping | 1.60× | ||
| 19 | Home improvement | Home & Garden | 1.55× | ||
| 20 | Furniture | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.07× | |
| Price Sensitivity | PREMIUM | 1.86× | |
| Indulgence | JOY | 1.80× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.71× | |
| Need for Security | CONSERVATISM | 0.78× | |
| Social Media Usage | JOY | 0.83× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Adairs. 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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