A data profile of the people who buy, follow and care about Banking in Australia — modelled from more than twelve digital signal sources. Banking has an estimated audience of 6,468,940 people in Australia.
The average Banking fan in Australia is 43.2 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Online banking, Harris Scarfe, Retirement community, with strongest over-indexing on Online banking (2.39× the country average).
Demographically, the Banking audience skews balanced with an average age of 43.2, and over-indexes on personality traits such as Need for Security, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Banking fan in Australia is balanced, around 43.2 years old, with strong Need for Security tendencies and a notable affinity for Online banking.
The key figures that characterise the Banking profile in Australia.
49.8% are female, 50.2% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 49.8% |
| Male | 50.2% |
| Average age | 43.2 |
| Estimated audience size | 6,468,940 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 31% |
of the worldwide Banking audience comes from Australia.
| Country | Share |
|---|---|
| United States | 15.6% |
| India | 6.6% |
| Brazil | 5.4% |
Where the Banking audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Australian Capital Territory | ~300K | 1.91× | |
| 02 | Northern Territory | ~60K | 0.94× | |
| 03 | South Australia | ~500K | 0.93× | |
| 04 | New South Wales | ~2M | 0.89× | |
| 05 | Queensland | ~1.5M | 0.88× | |
| 06 | Victoria | ~1.5M | 0.87× | |
| 07 | Western Australia | ~600K | 0.81× | |
| 08 | Tasmania | ~100K | 0.78× |
The strongest cross-interests of the Banking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Online banking | Business & Career | 2.39× | ||
| 02 | Retail banking | Business & Career | 1.86× | ||
| 03 | Fixed-rate mortgage | Business & Career | 1.79× | ||
| 04 | Bank account | Business & Career | 1.76× | ||
| 05 | Refinancing | Business & Career | 1.70× | ||
| 06 | Opera Australia | Arts & Culture | 1.68× | ||
| 07 | Sydney Film Festival | Movies & TV | 1.68× | ||
| 08 | HSBC | Business & Career | 1.63× | ||
| 09 | Airtasker | Internet & Social Media | 1.60× | ||
| 10 | Harris Scarfe | Home & Garden | 1.59× | ||
| 11 | Investment banking | Business & Career | 1.59× | ||
| 12 | EnergyAustralia | Home & Garden | 1.58× | ||
| 13 | Financial crisis of 2007–08 | Business & Career | 1.57× | ||
| 14 | Prothom Alo | News | 1.57× | ||
| 15 | Retirement community | Kids & Family | 1.56× | ||
| 16 | Deposit account | Business & Career | 1.54× | ||
| 17 | Superannuation in Australia | Topic | 1.54× | ||
| 18 | Retirement | Business & Career | 1.52× | ||
| 19 | Creditor | Business & Career | 1.52× | ||
| 20 | Crown Melbourne | Games | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.11× | |
| Quality Awareness | PREMIUM | 1.04× | |
| Career Orientation | POWER | 1.02× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.79× | |
| Early Adopter Mentality | POWER | 0.79× | |
| Sports Activity | POWER | 0.81× |
Banking has an estimated audience of 6,468,940 people in Australia, concentrated in New South Wales and Victoria.
49.8% of Banking fans are female, 50.2% are male, with an average age of 43.2 years.
Banking fans show strongest brand affinity for Online banking (2.39×), Harris Scarfe (1.59×), and Retirement community (1.56×) over the country average.
Banking fans in Australia are most concentrated in New South Wales (reach ~2M), Victoria (reach ~1.5M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Banking itself, the audience over-indexes on Harris Scarfe (1.59×), Retirement community (1.56×), Retirement (1.52×), and Investment banking (1.59×) 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 Banking. 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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