A data profile of the people who buy, follow and care about Crown Melbourne in Australia — modelled from more than twelve digital signal sources. Crown Melbourne has an estimated audience of 1,936,622 people in Australia.
Crown Melbourne has an estimated audience of 1,936,622 people in Australia. 60.6% are female, 39.4% are male, average age 43.8. Top brand affinities: AirAsia, Dan Murphy's, Aldi, Soft drinks, Banking.
Top brand affinities include AirAsia, Dan Murphy's, Aldi, with strongest over-indexing on AirAsia (7.27× the country average).
Demographically, the Crown Melbourne audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Travelling, Luxury Orientation.
The typical Crown Melbourne fan in Australia is more female, around 43.8 years old, with strong Travelling tendencies and a notable affinity for AirAsia.
The key figures that characterise the Crown Melbourne profile in Australia.
60.6% are female, 39.4% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 60.6% |
| Male | 39.4% |
| Average age | 43.8 |
| Estimated audience size | 1,936,622 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 19% | |
| 30-39 | 22% | |
| 40-49 | 28% | |
| 50+ | 25% |
of the worldwide Crown Melbourne audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 95.7% |
| United States | 1.9% |
| United Kingdom | 0.5% |
The strongest cross-interests of the Crown Melbourne audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | AirAsia | Travel & Leisure | 7.27× | ||
| 02 | Luxury Watches | Fashion & Accessoires | 3.93× | ||
| 03 | Hypermarket | Shopping | 2.54× | ||
| 04 | Soft drinks | Food & Beverages | 2.39× | ||
| 05 | Business class | Travel & Leisure | 2.36× | ||
| 06 | Luxury Lifestyle | Shopping | 2.24× | ||
| 07 | Casino | Games | 2.15× | ||
| 08 | Louis Vuitton | Fashion & Accessoires | 2.03× | ||
| 09 | Microwave oven | Home & Garden | 1.98× | ||
| 10 | Wikipedia | Internet & Social Media | 1.96× | ||
| 11 | Nightlife | Arts & Culture | 1.95× | ||
| 12 | Australian Open | Sports | 1.85× | ||
| 13 | Internet & Social Media | 1.70× | |||
| 14 | Dan Murphy's | Food & Beverages | 1.69× | ||
| 15 | Aldi | Shopping | 1.62× | ||
| 16 | Real property | Home & Garden | 1.62× | ||
| 17 | First class travel | Travel & Leisure | 1.62× | ||
| 18 | Discount stores | Shopping | 1.58× | ||
| 19 | Innovation | Business & Career | 1.55× | ||
| 20 | Banking | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 2.31× | |
| Luxury Orientation | PREMIUM | 2.23× | |
| Quality Awareness | PREMIUM | 2.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.64× | |
| Tradition | CONSERVATISM | 0.70× | |
| Sustainability | BALANCE | 0.78× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Crown Melbourne. 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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