A data profile of the people who buy, follow and care about Bohemianism in Australia — modelled from more than twelve digital signal sources. Bohemianism has an estimated audience of 2,021,596 people in Australia.
The average Bohemianism fan in Australia is 41.3 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 Bohemian style, Boho-chic, Spotlight (software), with strongest over-indexing on Bohemian style (4× the country average).
Demographically, the Bohemianism audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Bohemianism fan in Australia is more female, around 41.3 years old, with strong Design Affinity tendencies and a notable affinity for Bohemian style.
The key figures that characterise the Bohemianism profile in Australia.
87.2% are female, 12.8% are male, average age 41.3.
| Metric | Value |
|---|---|
| Female | 87.2% |
| Male | 12.8% |
| Average age | 41.3 |
| Estimated audience size | 2,021,596 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 20% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 24% |
of the worldwide Bohemianism audience comes from Australia.
| Country | Share |
|---|---|
| United States | 31.1% |
| United Kingdom | 6.3% |
| Australia | 4.9% |
Where the Bohemianism audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Australian Capital Territory | ~50K | 1.11× | |
| 02 | Victoria | ~700K | 1.10× | |
| 03 | New South Wales | ~800K | 1.03× | |
| 04 | Queensland | ~500K | 1.00× | |
| 05 | South Australia | ~200K | 0.98× | |
| 06 | Tasmania | ~40K | 0.96× | |
| 07 | Western Australia | ~200K | 0.95× | |
| 08 | Northern Territory | ~20K | 0.95× |
The strongest cross-interests of the Bohemianism audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Gypsy style | Fashion & Accessoires | 4.37× | ||
| 02 | Towel | Home & Garden | 4.24× | ||
| 03 | Bohemian style | Fashion & Accessoires | 4.00× | ||
| 04 | Boho-chic | Fashion & Accessoires | 3.60× | ||
| 05 | Kookai | Fashion & Accessoires | 2.41× | ||
| 06 | Adairs | Home & Garden | 2.38× | ||
| 07 | Skirt | Fashion & Accessoires | 2.16× | ||
| 08 | Spotlight (software) | Technology & Electronics | 2.12× | ||
| 09 | Bedding | Home & Garden | 1.83× | ||
| 10 | Woman | Kids & Family | 1.77× | ||
| 11 | Motherhood | Kids & Family | 1.76× | ||
| 12 | Color | Home & Garden | 1.76× | ||
| 13 | Kmart | Shopping | 1.64× | ||
| 14 | Country Road | Fashion & Accessoires | 1.63× | ||
| 15 | Dresses | Fashion & Accessoires | 1.60× | ||
| 16 | Boutiques | Fashion & Accessoires | 1.59× | ||
| 17 | Gift | Shopping | 1.56× | ||
| 18 | IKEA | Home & Garden | 1.55× | ||
| 19 | Handicraft | Home & Garden | 1.53× | ||
| 20 | Flower | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.73× | |
| Creativity | OPEN | 1.46× | |
| Mindfulness | BALANCE | 1.41× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.63× | |
| Risk Appetite | THRILL | 0.72× | |
| Early Adopter Mentality | POWER | 0.73× |
Bohemianism has an estimated audience of 2,021,596 people in Australia, concentrated in New South Wales and Victoria.
87.2% of Bohemianism fans are female, 12.8% are male, with an average age of 41.3 years.
Bohemianism fans show strongest brand affinity for Bohemian style (4×), Boho-chic (3.6×), and Spotlight (software) (2.12×) over the country average.
Bohemianism fans in Australia are most concentrated in New South Wales (reach ~800K), Victoria (reach ~700K), and Queensland (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Bohemianism itself, the audience over-indexes on Boho-chic (3.6×), Spotlight (software) (2.12×), Woman (1.77×), and Motherhood (1.76×) 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 Bohemianism. 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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