A data profile of the people who buy, follow and care about Eyewear in Australia — modelled from more than twelve digital signal sources. Eyewear has an estimated audience of 2,084,621 people in Australia.
The average Eyewear fan in Australia is 42.7 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Eye protection, Glasses, Kookai, with strongest over-indexing on Eye protection (6.89× the country average).
Demographically, the Eyewear audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Eyewear fan in Australia is more female, around 42.7 years old, with strong Design Affinity tendencies and a notable affinity for Eye protection.
The key figures that characterise the Eyewear profile in Australia.
55.2% are female, 44.8% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 55.2% |
| Male | 44.8% |
| Average age | 42.7 |
| Estimated audience size | 2,084,621 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 20% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 29% |
of the worldwide Eyewear audience comes from Australia.
| Country | Share |
|---|---|
| United States | 21.5% |
| Italy | 6.7% |
| United Kingdom | 4.6% |
Where the Eyewear audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~700K | 1.18× | |
| 02 | New South Wales | ~800K | 1.08× | |
| 03 | Northern Territory | ~20K | 1.06× | |
| 04 | Queensland | ~500K | 0.99× | |
| 05 | Australian Capital Territory | ~40K | 0.98× | |
| 06 | Tasmania | ~40K | 0.95× | |
| 07 | South Australia | ~200K | 0.91× | |
| 08 | Western Australia | ~200K | 0.90× |
The strongest cross-interests of the Eyewear audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Eye protection | Health | 6.89× | ||
| 02 | Ophthalmology | Health | 5.30× | ||
| 03 | Corrective lens | Health | 4.64× | ||
| 04 | Glasses | Health | 3.46× | ||
| 05 | Bec and Bridge | Fashion & Accessoires | 3.10× | ||
| 06 | Sass & bide | Fashion & Accessoires | 3.05× | ||
| 07 | Kookai | Fashion & Accessoires | 2.63× | ||
| 08 | Zimmermann | Home & Garden | 2.59× | ||
| 09 | Investment banking | Business & Career | 2.41× | ||
| 10 | Princess Polly | Fashion & Accessoires | 2.28× | ||
| 11 | Expensive Taste | Business & Career | 2.13× | ||
| 12 | The Iconic | Shopping | 2.08× | ||
| 13 | Uniqlo | Shopping | 1.94× | ||
| 14 | H&M | Shopping | 1.94× | ||
| 15 | Sunglasses | Fashion & Accessoires | 1.85× | ||
| 16 | David Jones | Fashion & Accessoires | 1.79× | ||
| 17 | Country Road | Fashion & Accessoires | 1.77× | ||
| 18 | Swimsuit | Fashion & Accessoires | 1.66× | ||
| 19 | Gold Coast, Queensland | Travel & Leisure | 1.53× | ||
| 20 | Personal care | Health | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.56× | |
| Luxury Orientation | PREMIUM | 1.47× | |
| Quality Awareness | PREMIUM | 1.42× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.79× | |
| Spirituality | BALANCE | 0.87× | |
| Need for Security | CONSERVATISM | 0.87× |
Eyewear has an estimated audience of 2,084,621 people in Australia, concentrated in New South Wales and Victoria.
55.2% of Eyewear fans are female, 44.8% are male, with an average age of 42.7 years.
Eyewear fans show strongest brand affinity for Eye protection (6.89×), Glasses (3.46×), and Kookai (2.63×) over the country average.
Eyewear fans in Australia are most concentrated in New South Wales (reach ~800K), Victoria (reach ~700K), and Queensland (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Eyewear itself, the audience over-indexes on Glasses (3.46×), Kookai (2.63×), Zimmermann (2.59×), and Country Road (1.77×) 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 Eyewear. 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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