A data profile of the people who buy, follow and care about Dan Murphy's in Australia — modelled from more than twelve digital signal sources. Dan Murphy's has an estimated audience of 7,822,281 people in Australia.
The average Dan Murphy's fan in Australia is 45.3 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Liquorland, The Good Guys (2010 TV series), Bureau of Meteorology, with strongest over-indexing on Liquorland (4.47× the country average).
Demographically, the Dan Murphy's audience skews balanced with an average age of 45.3, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Dan Murphy's fan in Australia is balanced, around 45.3 years old, with strong Convenience Orientation tendencies and a notable affinity for Liquorland.
The key figures that characterise the Dan Murphy's profile in Australia.
47.4% are female, 52.6% are male, average age 45.3.
| Metric | Value |
|---|---|
| Female | 47.4% |
| Male | 52.6% |
| Average age | 45.3 |
| Estimated audience size | 7,822,281 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 35% |
of the worldwide Dan Murphy's audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 90.4% |
| China | 3.9% |
| Singapore | 0.9% |
Where the Dan Murphy's audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South Australia | ~800K | 1.36× | |
| 02 | Queensland | ~2.5M | 1.34× | |
| 03 | Western Australia | ~1M | 1.20× | |
| 04 | Victoria | ~2.5M | 1.09× | |
| 05 | Tasmania | ~200K | 0.98× | |
| 06 | New South Wales | ~2.5M | 0.94× | |
| 07 | Australian Capital Territory | ~100K | 0.87× | |
| 08 | Northern Territory | ~20K | 0.27× |
The strongest cross-interests of the Dan Murphy's audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Liquorland | Shopping | 4.47× | ||
| 02 | The Good Guys (2010 TV series) | Movies & TV | 3.72× | ||
| 03 | Rebel Sport | Sports | 2.12× | ||
| 04 | Brewing | Food & Beverages | 2.08× | ||
| 05 | 7-Eleven | Shopping | 1.93× | ||
| 06 | Bureau of Meteorology | Home & Garden | 1.87× | ||
| 07 | SEEK | Business & Career | 1.87× | ||
| 08 | Xero (software) | Brand | 1.85× | ||
| 09 | Sugar | Food & Beverages | 1.81× | ||
| 10 | Australia Post | Business & Career | 1.79× | ||
| 11 | Distilled beverage | Food & Beverages | 1.61× | ||
| 12 | Webjet | Travel & Leisure | 1.58× | ||
| 13 | Beer | Food & Beverages | 1.57× | ||
| 14 | Officeworks | Shopping | 1.57× | ||
| 15 | Chocolate | Food & Beverages | 1.56× | ||
| 16 | National Australia Bank | Business & Career | 1.53× | ||
| 17 | Coles (bookstore) | Literature | 1.53× | ||
| 18 | Westpac | Business & Career | 1.52× | ||
| 19 | Virgin Australia | Music & Radio | 1.52× | ||
| 20 | JB Hi-Fi | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.43× | |
| Quality Awareness | PREMIUM | 1.29× | |
| DIY Mentality | THRILL | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.89× | |
| Luxury Orientation | PREMIUM | 0.89× | |
| Design Affinity | PREMIUM | 0.92× |
Dan Murphy's's target market in Australia covers an estimated 7,822,281 people, concentrated in New South Wales and Victoria.
47.4% of the Dan Murphy's audience are female, 52.6% are male, with an average age of 45.3 years.
Dan Murphy's fans show strongest brand affinity for Liquorland (4.47×), The Good Guys (2010 TV series) (3.72×), and Bureau of Meteorology (1.87×) over the country average.
Dan Murphy's fans in Australia are most concentrated in New South Wales (reach ~2.5M), Victoria (reach ~2.5M), and Queensland (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Dan Murphy's itself, the audience over-indexes on The Good Guys (2010 TV series) (3.72×), Bureau of Meteorology (1.87×), Australia Post (1.79×), and SEEK (1.87×) 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 Dan Murphy's. 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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