A data profile of the people who buy, follow and care about Books in Australia — modelled from more than twelve digital signal sources. Books has an estimated audience of 8,610,666 people in Australia.
Books has an estimated audience of 8,610,666 people in Australia. 61.4% are female, 38.6% are male, average age 43.3. Top brand affinities: IKEA, Organic food, Discount stores, Department store, Innovation.
Top brand affinities include IKEA, Organic food, Discount stores, with strongest over-indexing on IKEA (1.57× the country average).
Demographically, the Books audience skews more female with an average age of 43.3, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation.
The typical Books fan in Australia is more female, around 43.3 years old, with strong Quality Awareness tendencies and a notable affinity for IKEA.
The key figures that characterise the Books profile in Australia.
61.4% are female, 38.6% are male, average age 43.3.
| Metric | Value |
|---|---|
| Female | 61.4% |
| Male | 38.6% |
| Average age | 43.3 |
| Estimated audience size | 8,610,666 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 32% |
of the worldwide Books audience comes from Australia.
| Country | Share |
|---|---|
| United States | 21.2% |
| United Kingdom | 5.1% |
| India | 4.5% |
The strongest cross-interests of the Books audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Discount stores | Shopping | 1.69× | ||
| 02 | Department store | Shopping | 1.69× | ||
| 03 | Smoothie | Food & Beverages | 1.69× | ||
| 04 | Hypermarket | Shopping | 1.69× | ||
| 05 | Nespresso | Food & Beverages | 1.69× | ||
| 06 | Aerobics | Sports | 1.69× | ||
| 07 | Nail salon | Beauty & Wellness | 1.69× | ||
| 08 | Boutique hotel | Travel & Leisure | 1.69× | ||
| 09 | Sauna | Home & Garden | 1.69× | ||
| 10 | Garden centre | Home & Garden | 1.69× | ||
| 11 | Huggies | Kids & Family | 1.69× | ||
| 12 | Soap opera | Movies & TV | 1.69× | ||
| 13 | Low-carbohydrate diet | Food & Beverages | 1.63× | ||
| 14 | MyFitnessPal | Sports | 1.63× | ||
| 15 | Fast casual restaurants | Food & Beverages | 1.61× | ||
| 16 | IKEA | Home & Garden | 1.57× | ||
| 17 | Organic food | Food & Beverages | 1.56× | ||
| 18 | Swarovski | Fashion & Accessoires | 1.55× | ||
| 19 | Disneyland | Travel & Leisure | 1.53× | ||
| 20 | Innovation | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.23× | |
| Convenience Orientation | PREMIUM | 1.23× | |
| Tradition | CONSERVATISM | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.95× | |
| Pet Ownership | JOY | 0.96× | |
| Social Media Usage | JOY | 0.97× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Books. 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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