A data profile of the people who buy, follow and care about Data in Australia — modelled from more than twelve digital signal sources. Data has an estimated audience of 1,879,348 people in Australia.
Data has an estimated audience of 1,879,348 people in Australia. 45.7% are female, 54.3% are male, average age 43.6. Top brand affinities: Wikipedia, Innovation, Privacy policy, Internet service provider, Investment management.
Top brand affinities include Wikipedia, Innovation, Privacy policy, with strongest over-indexing on Wikipedia (3.57× the country average).
Demographically, the Data audience skews balanced with an average age of 43.6, and over-indexes on personality traits such as Individualism, Convenience Orientation.
The typical Data fan in Australia is balanced, around 43.6 years old, with strong Individualism tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Data profile in Australia.
45.7% are female, 54.3% are male, average age 43.6.
| Metric | Value |
|---|---|
| Female | 45.7% |
| Male | 54.3% |
| Average age | 43.6 |
| Estimated audience size | 1,879,348 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Data audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.8% |
| India | 6.5% |
| United Kingdom | 4.6% |
The strongest cross-interests of the Data audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Information privacy | Technology & Electronics | 7.02× | ||
| 02 | Data science | Business & Career | 4.56× | ||
| 03 | Privacy policy | Technology & Electronics | 3.89× | ||
| 04 | Wikipedia | Internet & Social Media | 3.57× | ||
| 05 | Landline | Technology & Electronics | 3.28× | ||
| 06 | Broadband | Technology & Electronics | 3.27× | ||
| 07 | Internet service provider | Technology & Electronics | 3.01× | ||
| 08 | Innovation | Business & Career | 2.50× | ||
| 09 | Investment management | Business & Career | 2.24× | ||
| 10 | Sustainable energy | Home & Garden | 2.16× | ||
| 11 | Photovoltaics | Home & Garden | 1.97× | ||
| 12 | Wealth management | Business & Career | 1.95× | ||
| 13 | Accounting | Business & Career | 1.77× | ||
| 14 | Apple TV | Movies & TV | 1.77× | ||
| 15 | Desktop computers | Technology & Electronics | 1.76× | ||
| 16 | Master of Business Administration | Business & Career | 1.68× | ||
| 17 | Tabloid (newspaper format) | Literature | 1.66× | ||
| 18 | Online newspaper | News | 1.63× | ||
| 19 | Renewable energy | Business & Career | 1.59× | ||
| 20 | Vodafone | Technology & Electronics | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.35× | |
| Convenience Orientation | PREMIUM | 1.29× | |
| Early Adopter Mentality | POWER | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.63× | |
| Price Sensitivity | PREMIUM | 0.68× | |
| Pet Ownership | JOY | 0.69× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Data. 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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