A data profile of the people who buy, follow and care about ancestry in Australia — modelled from more than twelve digital signal sources. ancestry has an estimated audience of 2,297,492 people in Australia.
ancestry has an estimated audience of 2,297,492 people in Australia. 65.2% are female, 34.8% are male, average age 45.1. Top brand affinities: Wikipedia, Vincent van Gogh, Australia Post, Aldi, Innovation.
Top brand affinities include Wikipedia, Vincent van Gogh, Australia Post, with strongest over-indexing on Wikipedia (3.66× the country average).
Demographically, the ancestry audience skews more female with an average age of 45.1, and over-indexes on personality traits such as Individualism, Travelling.
The typical ancestry fan in Australia is more female, around 45.1 years old, with strong Individualism tendencies and a notable affinity for Wikipedia.
The key figures that characterise the ancestry profile in Australia.
65.2% are female, 34.8% are male, average age 45.1.
| Metric | Value |
|---|---|
| Female | 65.2% |
| Male | 34.8% |
| Average age | 45.1 |
| Estimated audience size | 2,297,492 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 35% |
of the worldwide ancestry audience comes from Australia.
| Country | Share |
|---|---|
| United States | 45.2% |
| United Kingdom | 12.7% |
| Australia | 5.2% |
The strongest cross-interests of the ancestry audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vincent van Gogh | Arts & Culture | 8.13× | ||
| 02 | Wikipedia | Internet & Social Media | 3.66× | ||
| 03 | Ski resort | Travel & Leisure | 2.41× | ||
| 04 | ABC | Movies & TV | 2.40× | ||
| 05 | Public security | Politics & Society | 2.38× | ||
| 06 | Microwave oven | Home & Garden | 2.35× | ||
| 07 | Innovation | Business & Career | 2.21× | ||
| 08 | Cappuccino | Food & Beverages | 1.96× | ||
| 09 | Library | Literature | 1.91× | ||
| 10 | Anthropology | Business & Career | 1.75× | ||
| 11 | Australia Post | Business & Career | 1.72× | ||
| 12 | Tabloid (newspaper format) | Literature | 1.68× | ||
| 13 | Museum | Arts & Culture | 1.67× | ||
| 14 | Zoo | Kids & Family | 1.64× | ||
| 15 | Tradition | Politics & Society | 1.63× | ||
| 16 | Nonprofit organization | Politics & Society | 1.56× | ||
| 17 | Drawing | Home & Garden | 1.56× | ||
| 18 | Aldi | Shopping | 1.55× | ||
| 19 | Radio | Technology & Electronics | 1.54× | ||
| 20 | Local news | News | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.73× | |
| Travelling | THRILL | 1.68× | |
| Tradition | CONSERVATISM | 1.63× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.70× | |
| Pet Ownership | JOY | 0.78× | |
| Need for Security | CONSERVATISM | 0.82× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for ancestry. 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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