A data profile of the people who buy, follow and care about Driving in Australia — modelled from more than twelve digital signal sources. Driving has an estimated audience of 3,042,292 people in Australia.
Driving has an estimated audience of 3,042,292 people in Australia. 30.6% are female, 69.4% are male, average age 42.9. Top brand affinities: SUVs, Used Cars, Wikipedia, Formula One, Carcare.
Top brand affinities include SUVs, Used Cars, Wikipedia, with strongest over-indexing on SUVs (1.89× the country average).
Demographically, the Driving audience skews more male with an average age of 42.9, and over-indexes on personality traits such as Need for Security, Early Adopter Mentality.
The typical Driving fan in Australia is more male, around 42.9 years old, with strong Need for Security tendencies and a notable affinity for SUVs.
The key figures that characterise the Driving profile in Australia.
30.6% are female, 69.4% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 30.6% |
| Male | 69.4% |
| Average age | 42.9 |
| Estimated audience size | 3,042,292 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 21% | |
| 50+ | 31% |
of the worldwide Driving audience comes from Australia.
| Country | Share |
|---|---|
| United States | 16.0% |
| Japan | 5.3% |
| United Kingdom | 5.2% |
The strongest cross-interests of the Driving audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Carcare | Cars & Mobility | 3.88× | ||
| 02 | Auto show | Cars & Mobility | 3.73× | ||
| 03 | Antique car | Cars & Mobility | 3.63× | ||
| 04 | Electric motorcycles and scooters | Cars & Mobility | 3.39× | ||
| 05 | Max Verstappen | Sports | 3.11× | ||
| 06 | Lewis Hamilton | Sports | 2.91× | ||
| 07 | Compact car | Cars & Mobility | 2.64× | ||
| 08 | Family car | Cars & Mobility | 2.54× | ||
| 09 | Used Cars | Cars & Mobility | 2.48× | ||
| 10 | Air pollution | Health | 2.45× | ||
| 11 | Volkswagen | Cars & Mobility | 2.23× | ||
| 12 | Electric car | Cars & Mobility | 2.14× | ||
| 13 | Wikipedia | Internet & Social Media | 2.10× | ||
| 14 | Car dealership | Cars & Mobility | 2.07× | ||
| 15 | SUVs | Cars & Mobility | 1.89× | ||
| 16 | Used car | Cars & Mobility | 1.88× | ||
| 17 | Solar energy | Home & Garden | 1.75× | ||
| 18 | Formula One | Sports | 1.73× | ||
| 19 | Carpentry | Home & Garden | 1.56× | ||
| 20 | Plumbing | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.52× | |
| Early Adopter Mentality | POWER | 1.30× | |
| Risk Appetite | THRILL | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.62× | |
| Creativity | OPEN | 0.63× | |
| Mindfulness | BALANCE | 0.66× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Driving. 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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