A data profile of the people who buy, follow and care about Backyard in Australia — modelled from more than twelve digital signal sources. Backyard has an estimated audience of 2,461,103 people in Australia.
Backyard has an estimated audience of 2,461,103 people in Australia. 52.0% are female, 48.0% are male, average age 46.2. Top brand affinities: IKEA, Renovation, First-time buyer, Garden furniture, Home Appliances.
Top brand affinities include IKEA, Renovation, First-time buyer, with strongest over-indexing on IKEA (1.94× the country average).
Demographically, the Backyard audience skews balanced with an average age of 46.2, and over-indexes on personality traits such as Indulgence, Quality Awareness.
The typical Backyard fan in Australia is balanced, around 46.2 years old, with strong Indulgence tendencies and a notable affinity for IKEA.
The key figures that characterise the Backyard profile in Australia.
52.0% are female, 48.0% are male, average age 46.2.
| Metric | Value |
|---|---|
| Female | 52.0% |
| Male | 48.0% |
| Average age | 46.2 |
| Estimated audience size | 2,461,103 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 37% |
of the worldwide Backyard audience comes from Australia.
| Country | Share |
|---|---|
| United States | 34.7% |
| United Kingdom | 6.4% |
| Germany | 5.7% |
The strongest cross-interests of the Backyard audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Garden furniture | Home & Garden | 3.81× | ||
| 02 | Lawn mower | Home & Garden | 3.58× | ||
| 03 | Sustainable energy | Home & Garden | 2.86× | ||
| 04 | Photovoltaics | Home & Garden | 2.83× | ||
| 05 | Fertilizer | Home & Garden | 2.81× | ||
| 06 | Home automation | Technology & Electronics | 2.69× | ||
| 07 | First-time buyer | Shopping | 2.60× | ||
| 08 | Hardware store | Home & Garden | 2.55× | ||
| 09 | Kitchenware | Home & Garden | 2.45× | ||
| 10 | Renewable energy | Business & Career | 2.29× | ||
| 11 | Renovation | Home & Garden | 2.14× | ||
| 12 | Home Appliances | Home & Garden | 2.01× | ||
| 13 | Innovation | Business & Career | 1.98× | ||
| 14 | IKEA | Home & Garden | 1.94× | ||
| 15 | Real property | Home & Garden | 1.92× | ||
| 16 | Solar energy | Home & Garden | 1.89× | ||
| 17 | First class travel | Travel & Leisure | 1.86× | ||
| 18 | Home improvement | Home & Garden | 1.56× | ||
| 19 | Aldi | Shopping | 1.52× | ||
| 20 | Mortgage loans | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 2.08× | |
| Quality Awareness | PREMIUM | 2.02× | |
| DIY Mentality | THRILL | 1.85× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.84× | |
| Spirituality | BALANCE | 0.89× | |
| Early Adopter Mentality | POWER | 0.89× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Backyard. 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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