A data profile of the people who buy, follow and care about Africa in Australia — modelled from more than twelve digital signal sources. Africa has an estimated audience of 2,638,194 people in Australia.
Africa has an estimated audience of 2,638,194 people in Australia. 52.2% are female, 47.8% are male, average age 41.9. Top brand affinities: Peter Alexander, Do it yourself (DIY), Wikipedia, Radio, Art exhibition.
Top brand affinities include Peter Alexander, Do it yourself (DIY), Wikipedia, with strongest over-indexing on Peter Alexander (2.02× the country average).
Demographically, the Africa audience skews balanced with an average age of 41.9, and over-indexes on personality traits such as Early Adopter Mentality, Urban Lifestyle.
The typical Africa fan in Australia is balanced, around 41.9 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Peter Alexander.
The key figures that characterise the Africa profile in Australia.
52.2% are female, 47.8% are male, average age 41.9.
| Metric | Value |
|---|---|
| Female | 52.2% |
| Male | 47.8% |
| Average age | 41.9 |
| Estimated audience size | 2,638,194 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 20% | |
| 50+ | 29% |
of the worldwide Africa audience comes from Australia.
| Country | Share |
|---|---|
| United States | 15.7% |
| France | 5.3% |
| United Kingdom | 4.2% |
The strongest cross-interests of the Africa audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Namibia | Travel & Leisure | 4.08× | ||
| 02 | Cape Town | Travel & Leisure | 3.66× | ||
| 03 | Nigeria | Travel & Leisure | 3.59× | ||
| 04 | Johannesburg | Travel & Leisure | 3.58× | ||
| 05 | Comedy club | Movies & TV | 2.96× | ||
| 06 | Henry Cavill | Movies & TV | 2.96× | ||
| 07 | Chris Hemsworth | Movies & TV | 2.96× | ||
| 08 | Tom Hardy | Movies & TV | 2.96× | ||
| 09 | Wikipedia | Internet & Social Media | 2.36× | ||
| 10 | South Africa | Travel & Leisure | 2.34× | ||
| 11 | Nightlife | Arts & Culture | 2.31× | ||
| 12 | Art exhibition | Arts & Culture | 2.21× | ||
| 13 | Natural skin care | Beauty & Wellness | 2.16× | ||
| 14 | Radio | Technology & Electronics | 2.06× | ||
| 15 | Activism | Politics & Society | 2.03× | ||
| 16 | Peter Alexander | Music & Radio | 2.02× | ||
| 17 | BP | Cars & Mobility | 1.62× | ||
| 18 | Do it yourself (DIY) | Home & Garden | 1.58× | ||
| 19 | Digital photography | Business & Career | 1.53× | ||
| 20 | Local food | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.39× | |
| Urban Lifestyle | OPEN | 1.29× | |
| Risk Appetite | THRILL | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.43× | |
| Need for Security | CONSERVATISM | 0.60× | |
| Tradition | CONSERVATISM | 0.61× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Africa. 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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