A data profile of the people who buy, follow and care about Big W in Australia — modelled from more than twelve digital signal sources. Big W has an estimated audience of 8,670,952 people in Australia.
The average Big W fan in Australia is 44.0 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Queensland, Victoria.
Top brand affinities include The Good Guys (2010 TV series), Harris Scarfe, Target Australia, with strongest over-indexing on The Good Guys (2010 TV series) (2.42× the country average).
Demographically, the Big W audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Big W fan in Australia is more female, around 44.0 years old, with strong Price Sensitivity tendencies and a notable affinity for The Good Guys (2010 TV series).
The key figures that characterise the Big W profile in Australia.
74.3% are female, 25.7% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 74.3% |
| Male | 25.7% |
| Average age | 44.0 |
| Estimated audience size | 8,670,952 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 18% | |
| 30-39 | 22% | |
| 40-49 | 23% | |
| 50+ | 30% |
of the worldwide Big W audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 81.9% |
| China | 3.9% |
| United States | 1.0% |
Where the Big W audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South Australia | ~900K | 1.26× | |
| 02 | Queensland | ~2.5M | 1.19× | |
| 03 | Tasmania | ~200K | 1.04× | |
| 04 | New South Wales | ~3M | 0.98× | |
| 05 | Western Australia | ~1M | 0.93× | |
| 06 | Australian Capital Territory | ~200K | 0.93× | |
| 07 | Northern Territory | ~70K | 0.92× | |
| 08 | Victoria | ~2M | 0.76× |
The strongest cross-interests of the Big W audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | The Good Guys (2010 TV series) | Movies & TV | 2.42× | ||
| 02 | Customer experience | Business & Career | 2.15× | ||
| 03 | The Reject Shop | Shopping | 2.05× | ||
| 04 | Baby Bunting | Kids & Family | 1.97× | ||
| 05 | Harris Scarfe | Home & Garden | 1.80× | ||
| 06 | Adairs | Home & Garden | 1.77× | ||
| 07 | Bec and Bridge | Fashion & Accessoires | 1.76× | ||
| 08 | Forever New | Fashion & Accessoires | 1.73× | ||
| 09 | Child development | Business & Career | 1.72× | ||
| 10 | Target Australia | Shopping | 1.71× | ||
| 11 | Just Jeans | Fashion & Accessoires | 1.68× | ||
| 12 | Sportsgirl | Fashion & Accessoires | 1.65× | ||
| 13 | lorna jane | Fashion & Accessoires | 1.63× | ||
| 14 | Witchery (company) | Fashion & Accessoires | 1.55× | ||
| 15 | Pre-kindergarten | Kids & Family | 1.54× | ||
| 16 | City Beach | Fashion & Accessoires | 1.53× | ||
| 17 | Baby food | Kids & Family | 1.53× | ||
| 18 | Appliances Online | Shopping | 1.53× | ||
| 19 | Infant clothing | Kids & Family | 1.52× | ||
| 20 | Kookai | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.32× | |
| Creativity | OPEN | 1.19× | |
| Community Orientation | OPEN | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.84× | |
| Risk Appetite | THRILL | 0.86× | |
| Urban Lifestyle | OPEN | 0.90× |
Big W's target market in Australia covers an estimated 8,670,952 people, concentrated in New South Wales and Queensland.
74.3% of the Big W audience are female, 25.7% are male, with an average age of 44.0 years.
Big W fans show strongest brand affinity for The Good Guys (2010 TV series) (2.42×), Harris Scarfe (1.8×), and Target Australia (1.71×) over the country average.
Big W fans in Australia are most concentrated in New South Wales (reach ~3M), Queensland (reach ~2.5M), and Victoria (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Big W itself, the audience over-indexes on Harris Scarfe (1.8×), Target Australia (1.71×), Baby Bunting (1.97×), and Adairs (1.77×) 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 Big W. 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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