A data profile of the people who buy, follow and care about Australia Day in Australia — modelled from more than twelve digital signal sources. Australia Day has an estimated audience of 2,381,388 people in Australia.
Australia Day has an estimated audience of 2,381,388 people in Australia. 55.7% are female, 44.3% are male, average age 42.8. Top brand affinities: Australia Post, National Australia Bank, Aldi, Wikipedia, Cricket Australia.
Top brand affinities include Australia Post, National Australia Bank, Aldi, with strongest over-indexing on Australia Post (2× the country average).
Demographically, the Australia Day audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Community Orientation, Tradition.
The typical Australia Day fan in Australia is more female, around 42.8 years old, with strong Community Orientation tendencies and a notable affinity for Australia Post.
The key figures that characterise the Australia Day profile in Australia.
55.7% are female, 44.3% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 55.7% |
| Male | 44.3% |
| Average age | 42.8 |
| Estimated audience size | 2,381,388 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 31% |
of the worldwide Australia Day audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 70.2% |
| United Kingdom | 7.8% |
| United States | 5.8% |
The strongest cross-interests of the Australia Day audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ralph Fiennes | Movies & TV | 4.89× | ||
| 02 | Saoirse Ronan | Movies & TV | 4.89× | ||
| 03 | The Departed | Movies & TV | 4.68× | ||
| 04 | Cricket Australia | Sports | 2.65× | ||
| 05 | Public security | Politics & Society | 2.35× | ||
| 06 | Bowling | Sports | 2.28× | ||
| 07 | Democracy | Politics & Society | 2.17× | ||
| 08 | Jason Bateman | Movies & TV | 2.16× | ||
| 09 | ABC | Movies & TV | 2.12× | ||
| 10 | Wikipedia | Internet & Social Media | 2.06× | ||
| 11 | National Australia Bank | Business & Career | 2.01× | ||
| 12 | Australia Post | Business & Career | 2.00× | ||
| 13 | Malaysia Airlines | Travel & Leisure | 1.74× | ||
| 14 | Public holiday | Travel & Leisure | 1.68× | ||
| 15 | Crossword | Games | 1.66× | ||
| 16 | Aldi | Shopping | 1.65× | ||
| 17 | Koala | Pets & Animals | 1.59× | ||
| 18 | Library | Literature | 1.54× | ||
| 19 | David Attenborough | Movies & TV | 1.52× | ||
| 20 | Van | Cars & Mobility | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.32× | |
| Tradition | CONSERVATISM | 1.13× | |
| Quality Awareness | PREMIUM | 1.12× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.79× | |
| Price Sensitivity | PREMIUM | 0.80× | |
| Luxury Orientation | PREMIUM | 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 Australia Day. 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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