A data profile of the people who buy, follow and care about Google Flights in Australia — modelled from more than twelve digital signal sources. Google Flights has an estimated audience of 2,715,185 people in Australia.
The average Google Flights fan in Australia is 46.1 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 Virgin Australia, Webjet, HotelsCombined, with strongest over-indexing on Virgin Australia (6.21× the country average).
Demographically, the Google Flights audience skews more female with an average age of 46.1, and over-indexes on personality traits such as Travelling, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Google Flights fan in Australia is more female, around 46.1 years old, with strong Travelling tendencies and a notable affinity for Virgin Australia.
The key figures that characterise the Google Flights profile in Australia.
60.7% are female, 39.3% are male, average age 46.1.
| Metric | Value |
|---|---|
| Female | 60.7% |
| Male | 39.3% |
| Average age | 46.1 |
| Estimated audience size | 2,715,185 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 39% |
of the worldwide Google Flights audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.4% |
| China | 7.4% |
| United Kingdom | 3.6% |
Where the Google Flights audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~40K | 1.43× | |
| 02 | Australian Capital Territory | ~60K | 1.03× | |
| 03 | New South Wales | ~1M | 1.02× | |
| 04 | Queensland | ~700K | 1.01× | |
| 05 | Western Australia | ~300K | 1.00× | |
| 06 | Victoria | ~800K | 0.98× | |
| 07 | South Australia | ~200K | 0.76× | |
| 08 | Tasmania | ~40K | 0.76× |
The strongest cross-interests of the Google Flights audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ctrip | Travel & Leisure | 33.46× | ||
| 02 | HotelsCombined | Travel & Leisure | 32.18× | ||
| 03 | Momondo | Travel & Leisure | 20.60× | ||
| 04 | Holiday Inn | Travel & Leisure | 13.80× | ||
| 05 | No frills | Business & Career | 13.27× | ||
| 06 | China Southern Airlines | Travel & Leisure | 13.21× | ||
| 07 | Low-cost carrier | Travel & Leisure | 11.99× | ||
| 08 | Novotel | Travel & Leisure | 8.89× | ||
| 09 | Webjet | Travel & Leisure | 6.57× | ||
| 10 | Virgin Australia | Music & Radio | 6.21× | ||
| 11 | Skyscanner | Travel & Leisure | 4.98× | ||
| 12 | NRMA | Cars & Mobility | 4.38× | ||
| 13 | Flight Centre | Travel & Leisure | 4.11× | ||
| 14 | Expedia | Travel & Leisure | 4.04× | ||
| 15 | Emirates | Travel & Leisure | 3.52× | ||
| 16 | Singapore Airlines | Travel & Leisure | 3.22× | ||
| 17 | Airline | Travel & Leisure | 3.06× | ||
| 18 | Air travel | Travel & Leisure | 2.91× | ||
| 19 | Spotlights | Music & Radio | 2.82× | ||
| 20 | Airbnb | Travel & Leisure | 2.15× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 2.40× | |
| Quality Awareness | PREMIUM | 1.78× | |
| Price Sensitivity | PREMIUM | 1.59× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.93× | |
| Extroversion | THRILL | 0.95× | |
| Early Adopter Mentality | POWER | 1.07× |
Google Flights has an estimated audience of 2,715,185 people in Australia, concentrated in New South Wales and Victoria.
60.7% of Google Flights fans are female, 39.3% are male, with an average age of 46.1 years.
Google Flights fans show strongest brand affinity for Virgin Australia (6.21×), Webjet (6.57×), and HotelsCombined (32.18×) over the country average.
Google Flights fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~800K), and Queensland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Google Flights itself, the audience over-indexes on Webjet (6.57×), HotelsCombined (32.18×), Ctrip (33.46×), and Spotlights (2.82×) 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 Google Flights. 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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