A data profile of the people who buy, follow and care about Digital media in Australia — modelled from more than twelve digital signal sources. Digital media has an estimated audience of 4,542,851 people in Australia.
Digital media has an estimated audience of 4,542,851 people in Australia. 49.9% are female, 50.1% are male, average age 42.5. Top brand affinities: Wikipedia, Radio, Innovation, Tabloid (newspaper format), Online newspaper.
Top brand affinities include Wikipedia, Radio, Innovation, with strongest over-indexing on Wikipedia (2.63× the country average).
Demographically, the Digital media audience skews balanced with an average age of 42.5, and over-indexes on personality traits such as Individualism, Early Adopter Mentality.
The typical Digital media fan in Australia is balanced, around 42.5 years old, with strong Individualism tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Digital media profile in Australia.
49.9% are female, 50.1% are male, average age 42.5.
| Metric | Value |
|---|---|
| Female | 49.9% |
| Male | 50.1% |
| Average age | 42.5 |
| Estimated audience size | 4,542,851 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 29% |
of the worldwide Digital media audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 6.7% |
| Brazil | 5.3% |
The strongest cross-interests of the Digital media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 2.63× | ||
| 02 | Bored Panda | Internet & Social Media | 2.05× | ||
| 03 | Sandra Bullock | Movies & TV | 2.02× | ||
| 04 | Ryan Gosling | Movies & TV | 1.98× | ||
| 05 | Mobile payment | Business & Career | 1.90× | ||
| 06 | Alexandra Daddario | Movies & TV | 1.89× | ||
| 07 | Innovation | Business & Career | 1.75× | ||
| 08 | Jason Momoa | Movies & TV | 1.75× | ||
| 09 | Radio | Technology & Electronics | 1.71× | ||
| 10 | Virtual reality | Technology & Electronics | 1.68× | ||
| 11 | Tabloid (newspaper format) | Literature | 1.63× | ||
| 12 | Online newspaper | News | 1.62× | ||
| 13 | Electric motorcycles and scooters | Cars & Mobility | 1.61× | ||
| 14 | Air pollution | Health | 1.59× | ||
| 15 | Video editing | Technology & Electronics | 1.59× | ||
| 16 | Apple TV | Movies & TV | 1.57× | ||
| 17 | Tom Welling | Movies & TV | 1.57× | ||
| 18 | Internet celebrity | Internet & Social Media | 1.54× | ||
| 19 | Public security | Politics & Society | 1.52× | ||
| 20 | Pay television | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.22× | |
| Early Adopter Mentality | POWER | 1.22× | |
| Spirituality | BALANCE | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.76× | |
| Pet Ownership | JOY | 0.79× | |
| Luxury Orientation | PREMIUM | 0.79× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Digital media. 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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