A data profile of the people who buy, follow and care about Child care in Australia — modelled from more than twelve digital signal sources. Child care has an estimated audience of 3,425,016 people in Australia.
The average Child care fan in Australia is 42.8 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 Baby Bunting, Parenting, Infant clothing, with strongest over-indexing on Baby Bunting (3.56× the country average).
Demographically, the Child care audience skews more female with an average age of 42.8, 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 Child care fan in Australia is more female, around 42.8 years old, with strong Price Sensitivity tendencies and a notable affinity for Baby Bunting.
The key figures that characterise the Child care profile in Australia.
76.0% are female, 24.0% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 76.0% |
| Male | 24.0% |
| Average age | 42.8 |
| Estimated audience size | 3,425,016 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 22% | |
| 30-39 | 24% | |
| 40-49 | 20% | |
| 50+ | 27% |
of the worldwide Child care audience comes from Australia.
| Country | Share |
|---|---|
| United States | 12.6% |
| Japan | 7.6% |
| Brazil | 5.0% |
Where the Child care audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~40K | 1.20× | |
| 02 | Australian Capital Territory | ~80K | 1.14× | |
| 03 | Queensland | ~900K | 1.06× | |
| 04 | South Australia | ~300K | 0.99× | |
| 05 | Tasmania | ~70K | 0.97× | |
| 06 | Victoria | ~900K | 0.89× | |
| 07 | Western Australia | ~400K | 0.88× | |
| 08 | New South Wales | ~1M | 0.82× |
The strongest cross-interests of the Child care audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pre-kindergarten | Kids & Family | 4.10× | ||
| 02 | Child development | Business & Career | 4.01× | ||
| 03 | Infant clothing | Kids & Family | 3.62× | ||
| 04 | Baby Bunting | Kids & Family | 3.56× | ||
| 05 | Infant bodysuit | Kids & Family | 3.32× | ||
| 06 | Diaper bag | Kids & Family | 3.23× | ||
| 07 | Baby food | Kids & Family | 3.20× | ||
| 08 | Toddler | Kids & Family | 2.90× | ||
| 09 | Kindergarten | Kids & Family | 2.78× | ||
| 10 | Children's clothing | Fashion & Accessoires | 2.29× | ||
| 11 | Primary education | Kids & Family | 2.28× | ||
| 12 | Parenting | Kids & Family | 2.17× | ||
| 13 | Childhood | Kids & Family | 1.95× | ||
| 14 | Country Road | Fashion & Accessoires | 1.72× | ||
| 15 | Kmart | Shopping | 1.68× | ||
| 16 | Spotlight (software) | Technology & Electronics | 1.61× | ||
| 17 | Education | Business & Career | 1.60× | ||
| 18 | Parent | Kids & Family | 1.58× | ||
| 19 | IKEA | Home & Garden | 1.57× | ||
| 20 | Woman | Kids & Family | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.27× | |
| Creativity | OPEN | 1.26× | |
| Community Orientation | OPEN | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.62× | |
| Risk Appetite | THRILL | 0.74× | |
| Early Adopter Mentality | POWER | 0.82× |
Child care has an estimated audience of 3,425,016 people in Australia, concentrated in New South Wales and Victoria.
76.0% of Child care fans are female, 24.0% are male, with an average age of 42.8 years.
Child care fans show strongest brand affinity for Baby Bunting (3.56×), Parenting (2.17×), and Infant clothing (3.62×) over the country average.
Child care fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~900K), and Queensland (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Child care itself, the audience over-indexes on Parenting (2.17×), Infant clothing (3.62×), Toddler (2.9×), and Child development (4.01×) 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 Child care. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.