A data profile of the people who buy, follow and care about Baking in Australia — modelled from more than twelve digital signal sources. Baking has an estimated audience of 3,637,894 people in Australia.
The average Baking fan in Australia is 43.9 years old, more female, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Western Australia.
Top brand affinities include Spotlight (software), Cake, Cookbook, with strongest over-indexing on Spotlight (software) (1.65× the country average).
Demographically, the Baking audience skews more female with an average age of 43.9, and over-indexes on personality traits such as Creativity, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Baking fan in Australia is more female, around 43.9 years old, with strong Creativity tendencies and a notable affinity for Spotlight (software).
The key figures that characterise the Baking profile in Australia.
66.5% are female, 33.5% are male, average age 43.9.
| Metric | Value |
|---|---|
| Female | 66.5% |
| Male | 33.5% |
| Average age | 43.9 |
| Estimated audience size | 3,637,894 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 33% |
of the worldwide Baking audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.6% |
| United Kingdom | 4.7% |
| Italy | 4.6% |
Where the Baking audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~200K | 2.29× | |
| 02 | Western Australia | ~700K | 1.61× | |
| 03 | Victoria | ~900K | 0.82× | |
| 04 | Northern Territory | ~30K | 0.82× | |
| 05 | South Australia | ~200K | 0.76× | |
| 06 | Australian Capital Territory | ~60K | 0.72× | |
| 07 | Queensland | ~600K | 0.69× | |
| 08 | New South Wales | ~800K | 0.62× |
The strongest cross-interests of the Baking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Shoe insert | Health | 1.77× | ||
| 02 | Taste.com.au | Food & Beverages | 1.75× | ||
| 03 | Icing (food) | Food & Beverages | 1.75× | ||
| 04 | Retirement community | Kids & Family | 1.71× | ||
| 05 | Educational toy | Kids & Family | 1.68× | ||
| 06 | Spotlight (software) | Technology & Electronics | 1.65× | ||
| 07 | Slow cooker | Food & Beverages | 1.65× | ||
| 08 | Princess Cruises | Travel & Leisure | 1.64× | ||
| 09 | Kidspot | Kids & Family | 1.61× | ||
| 10 | Cookbook | Food & Beverages | 1.59× | ||
| 11 | New Idea | News | 1.59× | ||
| 12 | Cake decorating | Food & Beverages | 1.58× | ||
| 13 | River cruise | Travel & Leisure | 1.58× | ||
| 14 | Baby Bunting | Kids & Family | 1.57× | ||
| 15 | Diaper bag | Kids & Family | 1.57× | ||
| 16 | Harris Scarfe | Home & Garden | 1.55× | ||
| 17 | Adairs | Home & Garden | 1.53× | ||
| 18 | Countertop | Home & Garden | 1.53× | ||
| 19 | Baby food | Kids & Family | 1.53× | ||
| 20 | Cake | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.20× | |
| Community Orientation | OPEN | 1.17× | |
| Design Affinity | PREMIUM | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.76× | |
| Risk Appetite | THRILL | 0.77× | |
| Need for Security | CONSERVATISM | 0.86× |
Baking has an estimated audience of 3,637,894 people in Australia, concentrated in Victoria and New South Wales.
66.5% of Baking fans are female, 33.5% are male, with an average age of 43.9 years.
Baking fans show strongest brand affinity for Spotlight (software) (1.65×), Cake (1.52×), and Cookbook (1.59×) over the country average.
Baking fans in Australia are most concentrated in Victoria (reach ~900K), New South Wales (reach ~800K), and Western Australia (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Baking itself, the audience over-indexes on Cake (1.52×), Cookbook (1.59×), Harris Scarfe (1.55×), and Retirement community (1.71×) 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 Baking. 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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