A data profile of the people who buy, follow and care about domain in Australia — modelled from more than twelve digital signal sources. domain has an estimated audience of 2,860,891 people in Australia.
domain has an estimated audience of 2,860,891 people in Australia. 58.0% are female, 42.0% are male, average age 45.9. Top brand affinities: Real property, IKEA, Aldi, Auction, ABC.
Top brand affinities include Real property, IKEA, Aldi, with strongest over-indexing on Real property (2.47× the country average).
Demographically, the domain audience skews more female with an average age of 45.9, and over-indexes on personality traits such as Quality Awareness, Indulgence.
The typical domain fan in Australia is more female, around 45.9 years old, with strong Quality Awareness tendencies and a notable affinity for Real property.
The key figures that characterise the domain profile in Australia.
58.0% are female, 42.0% are male, average age 45.9.
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 45.9 |
| Estimated audience size | 2,860,891 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 36% |
of the worldwide domain audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 64.5% |
| India | 4.8% |
| United States | 4.4% |
The strongest cross-interests of the domain audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Real property | Home & Garden | 2.47× | ||
| 02 | ABC | Movies & TV | 2.44× | ||
| 03 | Townhouse | Home & Garden | 2.13× | ||
| 04 | Bored Panda | Internet & Social Media | 2.08× | ||
| 05 | Jason Bateman | Movies & TV | 2.03× | ||
| 06 | Mortgage calculator | Home & Garden | 1.87× | ||
| 07 | Auction | Shopping | 1.82× | ||
| 08 | Stock exchange | Business & Career | 1.79× | ||
| 09 | Online auction | Shopping | 1.72× | ||
| 10 | Powerball | Games | 1.70× | ||
| 11 | Home insurance | Business & Career | 1.65× | ||
| 12 | Crossword | Games | 1.64× | ||
| 13 | Aldi | Shopping | 1.63× | ||
| 14 | David Attenborough | Movies & TV | 1.60× | ||
| 15 | Tabloid (newspaper format) | Literature | 1.59× | ||
| 16 | Pension | Business & Career | 1.58× | ||
| 17 | Blanket | Home & Garden | 1.56× | ||
| 18 | IKEA | Home & Garden | 1.52× | ||
| 19 | First class travel | Travel & Leisure | 1.51× | ||
| 20 | Microwave oven | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.48× | |
| Indulgence | JOY | 1.20× | |
| Luxury Orientation | PREMIUM | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.83× | |
| Spirituality | BALANCE | 0.92× | |
| Extroversion | THRILL | 0.92× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for domain. 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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