A data profile of the people who buy, follow and care about Bupa in Australia — modelled from more than twelve digital signal sources. Bupa has an estimated audience of 2,551,571 people in Australia.
The average Bupa fan in Australia is 48.2 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 Medibank, Health insurance, Australia Post, with strongest over-indexing on Medibank (6.96× the country average).
Demographically, the Bupa audience skews more female with an average age of 48.2, and over-indexes on personality traits such as Price Sensitivity, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Bupa fan in Australia is more female, around 48.2 years old, with strong Price Sensitivity tendencies and a notable affinity for Medibank.
The key figures that characterise the Bupa profile in Australia.
64.2% are female, 35.8% are male, average age 48.2.
| Metric | Value |
|---|---|
| Female | 64.2% |
| Male | 35.8% |
| Average age | 48.2 |
| Estimated audience size | 2,551,571 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 3% | |
| 20-29 | 14% | |
| 30-39 | 15% | |
| 40-49 | 22% | |
| 50+ | 46% |
of the worldwide Bupa audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 38.8% |
| United Kingdom | 22.3% |
| Saudi Arabia | 12.8% |
Where the Bupa audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South Australia | ~300K | 1.40× | |
| 02 | Northern Territory | ~30K | 1.19× | |
| 03 | Queensland | ~600K | 0.99× | |
| 04 | Victoria | ~800K | 0.98× | |
| 05 | Tasmania | ~50K | 0.95× | |
| 06 | New South Wales | ~800K | 0.86× | |
| 07 | Australian Capital Territory | ~40K | 0.83× | |
| 08 | Western Australia | ~200K | 0.79× |
The strongest cross-interests of the Bupa audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | National health insurance | Business & Career | 10.15× | ||
| 02 | Medibank | Business & Career | 6.96× | ||
| 03 | Private healthcare | Health | 5.99× | ||
| 04 | Allianz | Business & Career | 3.98× | ||
| 05 | Insurance policy | Business & Career | 3.21× | ||
| 06 | Health insurance | Business & Career | 2.94× | ||
| 07 | Virus | Health | 2.19× | ||
| 08 | Harris Scarfe | Home & Garden | 2.05× | ||
| 09 | The Good Guys | Home & Garden | 1.96× | ||
| 10 | Australia Post | Business & Career | 1.68× | ||
| 11 | Virgin Australia | Music & Radio | 1.66× | ||
| 12 | Webjet | Travel & Leisure | 1.66× | ||
| 13 | Flight Centre | Travel & Leisure | 1.63× | ||
| 14 | The Good Guys (2010 TV series) | Movies & TV | 1.58× | ||
| 15 | Health care | Business & Career | 1.55× | ||
| 16 | Singapore Airlines | Travel & Leisure | 1.55× | ||
| 17 | Insurance | Business & Career | 1.52× | ||
| 18 | Medicine | Business & Career | 1.51× | ||
| 19 | Officeworks | Shopping | 1.51× | ||
| 20 | Personal care | Health | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.50× | |
| Community Orientation | OPEN | 1.44× | |
| Mindfulness | BALANCE | 1.43× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.02× | |
| Pet Ownership | JOY | 1.04× | |
| Luxury Orientation | PREMIUM | 1.05× |
Bupa's target market in Australia covers an estimated 2,551,571 people, concentrated in New South Wales and Victoria.
64.2% of the Bupa audience are female, 35.8% are male, with an average age of 48.2 years.
Bupa fans show strongest brand affinity for Medibank (6.96×), Health insurance (2.94×), and Australia Post (1.68×) over the country average.
Bupa fans in Australia are most concentrated in New South Wales (reach ~800K), Victoria (reach ~800K), and Queensland (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Bupa itself, the audience over-indexes on Health insurance (2.94×), Australia Post (1.68×), Virgin Australia (1.66×), and National health insurance (10.15×) 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 Bupa. 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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