A data profile of the people who buy, follow and care about Compass in Australia — modelled from more than twelve digital signal sources. Compass has an estimated audience of 6,450,812 people in Australia.
Compass has an estimated audience of 6,450,812 people in Australia. 52.2% are female, 47.8% are male, average age 44.0. Top brand affinities: Mobile payment, Credit (finance), National Australia Bank, Commonwealth Bank, Credit cards.
Top brand affinities include Mobile payment, Credit (finance), National Australia Bank, with strongest over-indexing on Mobile payment (107.57× the country average).
Demographically, the Compass audience skews balanced with an average age of 44.0, and over-indexes on personality traits such as Need for Security, Family Orientation.
The typical Compass fan in Australia is balanced, around 44.0 years old, with strong Need for Security tendencies and a notable affinity for Mobile payment.
The key figures that characterise the Compass profile in Australia.
52.2% are female, 47.8% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 52.2% |
| Male | 47.8% |
| Average age | 44.0 |
| Estimated audience size | 6,450,812 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide Compass audience comes from Australia.
| Country | Share |
|---|---|
| United States | 29.2% |
| Australia | 17.7% |
| India | 16.1% |
The strongest cross-interests of the Compass audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mobile payment | Business & Career | 107.57× | ||
| 02 | Credit (finance) | Business & Career | 8.37× | ||
| 03 | Money management | Business & Career | 2.75× | ||
| 04 | Smart TV | Technology & Electronics | 2.57× | ||
| 05 | Online banking | Business & Career | 2.03× | ||
| 06 | Internet service provider | Technology & Electronics | 1.98× | ||
| 07 | Desktop computers | Technology & Electronics | 1.95× | ||
| 08 | Used car | Cars & Mobility | 1.86× | ||
| 09 | Air pollution | Health | 1.82× | ||
| 10 | National Australia Bank | Business & Career | 1.71× | ||
| 11 | Vehicle insurance | Cars & Mobility | 1.70× | ||
| 12 | Wealth management | Business & Career | 1.68× | ||
| 13 | Innovation | Business & Career | 1.65× | ||
| 14 | Credit cards | Business & Career | 1.61× | ||
| 15 | Wikipedia | Internet & Social Media | 1.61× | ||
| 16 | Internet & Social Media | 1.59× | |||
| 17 | Car dealership | Cars & Mobility | 1.58× | ||
| 18 | Commonwealth Bank | Business & Career | 1.56× | ||
| 19 | Fairy tale | Literature | 1.55× | ||
| 20 | Mortgage calculator | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.48× | |
| Family Orientation | CONSERVATISM | 1.25× | |
| Urban Lifestyle | OPEN | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.74× | |
| Creativity | OPEN | 0.77× | |
| Pet Ownership | JOY | 0.80× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Compass . 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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