A data profile of the people who buy, follow and care about Australia Post in Australia — modelled from more than twelve digital signal sources. Australia Post has an estimated audience of 8,081,143 people in Australia.
The average Australia Post fan in Australia is 47.1 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include The Good Guys (2010 TV series), Bureau of Meteorology, Westpac, with strongest over-indexing on The Good Guys (2010 TV series) (6.09× the country average).
Demographically, the Australia Post audience skews more female with an average age of 47.1, and over-indexes on personality traits such as Community Orientation, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Australia Post fan in Australia is more female, around 47.1 years old, with strong Community Orientation tendencies and a notable affinity for The Good Guys (2010 TV series).
The key figures that characterise the Australia Post profile in Australia.
58.5% are female, 41.5% are male, average age 47.1.
| Metric | Value |
|---|---|
| Female | 58.5% |
| Male | 41.5% |
| Average age | 47.1 |
| Estimated audience size | 8,081,143 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 14% | |
| 30-39 | 17% | |
| 40-49 | 21% | |
| 50+ | 43% |
of the worldwide Australia Post audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 89.0% |
| China | 4.0% |
| New Zealand | 1.5% |
Where the Australia Post audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~90K | 1.13× | |
| 02 | Queensland | ~2M | 1.10× | |
| 03 | South Australia | ~700K | 1.04× | |
| 04 | Tasmania | ~200K | 1.03× | |
| 05 | Western Australia | ~1M | 1.02× | |
| 06 | Victoria | ~2.5M | 0.94× | |
| 07 | New South Wales | ~2.5M | 0.90× | |
| 08 | Australian Capital Territory | ~100K | 0.84× |
The strongest cross-interests of the Australia Post audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | The Good Guys (2010 TV series) | Movies & TV | 6.09× | ||
| 02 | Bank of Melbourne (1989) | Business & Career | 5.62× | ||
| 03 | Harris Scarfe | Home & Garden | 2.76× | ||
| 04 | Bureau of Meteorology | Home & Garden | 2.55× | ||
| 05 | Rebel Sport | Sports | 2.52× | ||
| 06 | Liquorland | Shopping | 2.33× | ||
| 07 | The Good Guys | Home & Garden | 2.24× | ||
| 08 | National Australia Bank | Business & Career | 2.19× | ||
| 09 | Westpac | Business & Career | 2.09× | ||
| 10 | SEEK | Business & Career | 1.99× | ||
| 11 | Officeworks | Shopping | 1.92× | ||
| 12 | Xero (software) | Brand | 1.90× | ||
| 13 | 7-Eleven | Shopping | 1.88× | ||
| 14 | Commonwealth Bank | Business & Career | 1.82× | ||
| 15 | Dan Murphy's | Food & Beverages | 1.81× | ||
| 16 | JB Hi-Fi | Shopping | 1.79× | ||
| 17 | Telstra | Technology & Electronics | 1.76× | ||
| 18 | Virgin Australia | Music & Radio | 1.72× | ||
| 19 | Coles (bookstore) | Literature | 1.72× | ||
| 20 | Big W | Shopping | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.55× | |
| Price Sensitivity | PREMIUM | 1.54× | |
| Convenience Orientation | PREMIUM | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.87× | |
| Pet Ownership | JOY | 0.96× | |
| Design Affinity | PREMIUM | 0.98× |
Australia Post's target market in Australia covers an estimated 8,081,143 people, concentrated in New South Wales and Victoria.
58.5% of the Australia Post audience are female, 41.5% are male, with an average age of 47.1 years.
Australia Post fans show strongest brand affinity for The Good Guys (2010 TV series) (6.09×), Bureau of Meteorology (2.55×), and Westpac (2.09×) over the country average.
Australia Post fans in Australia are most concentrated in New South Wales (reach ~2.5M), Victoria (reach ~2.5M), and Queensland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Australia Post itself, the audience over-indexes on Bureau of Meteorology (2.55×), Westpac (2.09×), National Australia Bank (2.19×), and SEEK (1.99×) compared to the Australia average.
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 Post. 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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