A data profile of the people who buy, follow and care about Gardening in Australia — modelled from more than twelve digital signal sources. Gardening has an estimated audience of 5,065,509 people in Australia.
The average Gardening fan in Australia is 44.0 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 Garden, Retirement community, Houseplant, with strongest over-indexing on Garden (1.67× the country average).
Demographically, the Gardening audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Design Affinity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 14 brand affinities and 8 regions tracked by Rascasse.
The typical Gardening fan in Australia is more female, around 44.0 years old, with strong Design Affinity tendencies and a notable affinity for Garden.
The key figures that characterise the Gardening profile in Australia.
59.6% are female, 40.4% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 59.6% |
| Male | 40.4% |
| Average age | 44.0 |
| Estimated audience size | 5,065,509 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 33% |
of the worldwide Gardening audience comes from Australia.
| Country | Share |
|---|---|
| United States | 18.7% |
| United Kingdom | 5.5% |
| Japan | 5.4% |
Where the Gardening audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~100K | 1.13× | |
| 02 | South Australia | ~400K | 1.12× | |
| 03 | Australian Capital Territory | ~100K | 1.09× | |
| 04 | Queensland | ~1M | 1.02× | |
| 05 | Western Australia | ~600K | 0.97× | |
| 06 | Victoria | ~1.5M | 0.94× | |
| 07 | Northern Territory | ~40K | 0.93× | |
| 08 | New South Wales | ~1.5M | 0.82× |
The strongest cross-interests of the Gardening audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Rare species | Home & Garden | 1.68× | ||
| 02 | Garden | Home & Garden | 1.67× | ||
| 03 | Gardening Tips | Home & Garden | 1.67× | ||
| 04 | starts at 60 | Business & Career | 1.64× | ||
| 05 | VidaXL | Home & Garden | 1.55× | ||
| 06 | Retirement community | Kids & Family | 1.53× | ||
| 07 | Gardener | Home & Garden | 1.52× | ||
| 08 | Planter (farm implement) | Home & Garden | 1.52× | ||
| 09 | The Kitchn | Movies & TV | 1.52× | ||
| 10 | Apartment Therapy | Home & Garden | 1.51× | ||
| 11 | Houseplant | Home & Garden | 1.50× | ||
| 12 | Food waste | Home & Garden | 1.50× | ||
| 13 | Squeaky Feet | Music & Radio | 1.50× | ||
| 14 | Dizgo | Music & Radio | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.14× | |
| DIY Mentality | THRILL | 1.12× | |
| Creativity | OPEN | 1.08× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.64× | |
| Risk Appetite | THRILL | 0.72× | |
| Patriotism | CONSERVATISM | 0.73× |
Gardening has an estimated audience of 5,065,509 people in Australia, concentrated in New South Wales and Victoria.
59.6% of Gardening fans are female, 40.4% are male, with an average age of 44.0 years.
Gardening fans show strongest brand affinity for Garden (1.67×), Retirement community (1.53×), and Houseplant (1.5×) over the country average.
Gardening fans in Australia are most concentrated in New South Wales (reach ~1.5M), Victoria (reach ~1.5M), and Queensland (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Gardening itself, the audience over-indexes on Retirement community (1.53×), Houseplant (1.5×), Gardener (1.52×), and Planter (farm implement) (1.52×) 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 Gardening. 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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