A data profile of the people who buy, follow and care about Christmas in Australia — modelled from more than twelve digital signal sources. Christmas has an estimated audience of 6,864,457 people in Australia.
Christmas has an estimated audience of 6,864,457 people in Australia. 67.8% are female, 32.2% are male, average age 42.7. Top brand affinities: Real property, Blanket, Non-alcoholic beverage, Bored Panda, Day spa.
Top brand affinities include Real property, Blanket, Non-alcoholic beverage, with strongest over-indexing on Real property (1.56× the country average).
Demographically, the Christmas audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Tradition, Extroversion.
The typical Christmas fan in Australia is more female, around 42.7 years old, with strong Tradition tendencies and a notable affinity for Real property.
The key figures that characterise the Christmas profile in Australia.
67.8% are female, 32.2% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 67.8% |
| Male | 32.2% |
| Average age | 42.7 |
| Estimated audience size | 6,864,457 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 28% |
of the worldwide Christmas audience comes from Australia.
| Country | Share |
|---|---|
| United States | 27.9% |
| United Kingdom | 8.1% |
| Italy | 4.7% |
The strongest cross-interests of the Christmas audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Disney on Ice | Travel & Leisure | 2.04× | ||
| 02 | Baileys Irish Cream | Food & Beverages | 1.73× | ||
| 03 | Duvet | Home & Garden | 1.72× | ||
| 04 | Luc Besson | Movies & TV | 1.64× | ||
| 05 | Banana bread | Food & Beverages | 1.62× | ||
| 06 | Window cleaner | Home & Garden | 1.60× | ||
| 07 | Blanket | Home & Garden | 1.58× | ||
| 08 | Rocking chair | Home & Garden | 1.58× | ||
| 09 | Real property | Home & Garden | 1.56× | ||
| 10 | Bored Panda | Internet & Social Media | 1.56× | ||
| 11 | Day spa | Beauty & Wellness | 1.56× | ||
| 12 | DoTerra | Beauty & Wellness | 1.56× | ||
| 13 | Non-alcoholic beverage | Food & Beverages | 1.53× | ||
| 14 | Slow cooker | Food & Beverages | 1.53× | ||
| 15 | Bespoke tailoring | Fashion & Accessoires | 1.53× | ||
| 16 | Sofitel | Travel & Leisure | 1.53× | ||
| 17 | Holiday Inn | Travel & Leisure | 1.53× | ||
| 18 | Bread roll | Food & Beverages | 1.52× | ||
| 19 | Cutting board | Home & Garden | 1.51× | ||
| 20 | Vacuum flask | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.30× | |
| Extroversion | THRILL | 1.22× | |
| Price Sensitivity | PREMIUM | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.91× | |
| Luxury Orientation | PREMIUM | 0.93× | |
| Social Media Usage | JOY | 0.94× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Christmas. 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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