A data profile of the people who buy, follow and care about Asia in Australia — modelled from more than twelve digital signal sources. Asia has an estimated audience of 5,602,738 people in Australia.
Asia has an estimated audience of 5,602,738 people in Australia. 55.0% are female, 45.0% are male, average age 42.4. Top brand affinities: Macau, Wikipedia, Singapore Airlines, Uniqlo, WhatsApp.
Top brand affinities include Macau, Wikipedia, Singapore Airlines, with strongest over-indexing on Macau (3.87× the country average).
Demographically, the Asia audience skews balanced with an average age of 42.4, and over-indexes on personality traits such as Convenience Orientation, Spirituality.
The typical Asia fan in Australia is balanced, around 42.4 years old, with strong Convenience Orientation tendencies and a notable affinity for Macau.
The key figures that characterise the Asia profile in Australia.
55.0% are female, 45.0% are male, average age 42.4.
| Metric | Value |
|---|---|
| Female | 55.0% |
| Male | 45.0% |
| Average age | 42.4 |
| Estimated audience size | 5,602,738 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 29% |
of the worldwide Asia audience comes from Australia.
| Country | Share |
|---|---|
| United States | 10.8% |
| Japan | 6.1% |
| China | 6.0% |
The strongest cross-interests of the Asia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Macau | Travel & Leisure | 3.87× | ||
| 02 | Tibet | Travel & Leisure | 3.42× | ||
| 03 | North Korea | Travel & Leisure | 2.55× | ||
| 04 | Taiwan | Travel & Leisure | 2.26× | ||
| 05 | United Nations | Politics & Society | 2.26× | ||
| 06 | Hypermarket | Shopping | 2.22× | ||
| 07 | Cathay Pacific | Travel & Leisure | 2.22× | ||
| 08 | Millie Bobby Brown | Movies & TV | 2.22× | ||
| 09 | Nail salon | Beauty & Wellness | 2.19× | ||
| 10 | Buddhism | Health | 1.98× | ||
| 11 | Singapore | Travel & Leisure | 1.96× | ||
| 12 | Non-alcoholic beverage | Food & Beverages | 1.96× | ||
| 13 | Wikipedia | Internet & Social Media | 1.94× | ||
| 14 | Disneyland | Travel & Leisure | 1.85× | ||
| 15 | Uniqlo | Shopping | 1.72× | ||
| 16 | Singapore Airlines | Travel & Leisure | 1.67× | ||
| 17 | Internet & Social Media | 1.63× | |||
| 18 | Natural skin care | Beauty & Wellness | 1.61× | ||
| 19 | Street food | Food & Beverages | 1.60× | ||
| 20 | Pizza | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.35× | |
| Spirituality | BALANCE | 1.22× | |
| Urban Lifestyle | OPEN | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.78× | |
| Luxury Orientation | PREMIUM | 0.87× | |
| Travelling | THRILL | 0.92× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Asia. 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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