A data profile of the people who buy, follow and care about Fiber in Australia — modelled from more than twelve digital signal sources. Fiber has an estimated audience of 2,450,460 people in Australia.
Fiber has an estimated audience of 2,450,460 people in Australia. 72.3% are female, 27.7% are male, average age 45.4. Top brand affinities: Do it yourself (DIY), Weaving, IKEA, Knitting, Wikipedia.
Top brand affinities include Do it yourself (DIY), Weaving, IKEA, with strongest over-indexing on Do it yourself (DIY) (1.87× the country average).
Demographically, the Fiber audience skews more female with an average age of 45.4, and over-indexes on personality traits such as Design Affinity, Tradition.
The typical Fiber fan in Australia is more female, around 45.4 years old, with strong Design Affinity tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Fiber profile in Australia.
72.3% are female, 27.7% are male, average age 45.4.
| Metric | Value |
|---|---|
| Female | 72.3% |
| Male | 27.7% |
| Average age | 45.4 |
| Estimated audience size | 2,450,460 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 37% |
of the worldwide Fiber audience comes from Australia.
| Country | Share |
|---|---|
| United States | 22.9% |
| United Kingdom | 6.3% |
| Italy | 5.9% |
The strongest cross-interests of the Fiber audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cashmere wool | Fashion & Accessoires | 3.69× | ||
| 02 | Weaving | Fashion & Accessoires | 3.60× | ||
| 03 | Knitting | Home & Garden | 2.48× | ||
| 04 | TK Maxx | Shopping | 2.29× | ||
| 05 | Wikipedia | Internet & Social Media | 2.16× | ||
| 06 | Blanket | Home & Garden | 2.16× | ||
| 07 | Non-alcoholic beverage | Food & Beverages | 2.14× | ||
| 08 | Cappuccino | Food & Beverages | 2.11× | ||
| 09 | Microwave oven | Home & Garden | 2.07× | ||
| 10 | Etsy | Fashion & Accessoires | 2.05× | ||
| 11 | Innovation | Business & Career | 1.93× | ||
| 12 | Do it yourself (DIY) | Home & Garden | 1.87× | ||
| 13 | Sewing | Home & Garden | 1.83× | ||
| 14 | Carpet | Home & Garden | 1.82× | ||
| 15 | Department store | Shopping | 1.79× | ||
| 16 | Zoo | Kids & Family | 1.76× | ||
| 17 | Tradition | Politics & Society | 1.71× | ||
| 18 | Discount stores | Shopping | 1.65× | ||
| 19 | IKEA | Home & Garden | 1.62× | ||
| 20 | Nonprofit organization | Politics & Society | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.77× | |
| Tradition | CONSERVATISM | 1.71× | |
| Sustainability | BALANCE | 1.60× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.80× | |
| Travelling | THRILL | 0.81× | |
| Social Media Usage | JOY | 0.83× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Fiber. 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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