A data profile of the people who buy, follow and care about Guardian Australia in Australia — modelled from more than twelve digital signal sources. Guardian Australia has an estimated audience of 3,420,281 people in Australia.
Guardian Australia has an estimated audience of 3,420,281 people in Australia. 64.5% are female, 35.5% are male, average age 46.7. Top brand affinities: Wikipedia, Sustainable energy, Renewable energy, Activism, Innovation.
Top brand affinities include Wikipedia, Sustainable energy, Renewable energy, with strongest over-indexing on Wikipedia (4.03× the country average).
Demographically, the Guardian Australia audience skews more female with an average age of 46.7, and over-indexes on personality traits such as Individualism, Sustainability.
The typical Guardian Australia fan in Australia is more female, around 46.7 years old, with strong Individualism tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Guardian Australia profile in Australia.
64.5% are female, 35.5% are male, average age 46.7.
| Metric | Value |
|---|---|
| Female | 64.5% |
| Male | 35.5% |
| Average age | 46.7 |
| Estimated audience size | 3,420,281 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 39% |
of the worldwide Guardian Australia audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 89.0% |
| United Kingdom | 4.2% |
| United States | 1.8% |
The strongest cross-interests of the Guardian Australia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Individualism | Politics & Society | 4.99× | ||
| 02 | Nobel Peace Prize | Politics & Society | 4.21× | ||
| 03 | Wikipedia | Internet & Social Media | 4.03× | ||
| 04 | Sustainable energy | Home & Garden | 3.85× | ||
| 05 | Renewable energy | Business & Career | 2.89× | ||
| 06 | Activism | Politics & Society | 2.70× | ||
| 07 | Innovation | Business & Career | 2.42× | ||
| 08 | Online newspaper | News | 2.31× | ||
| 09 | Art exhibition | Arts & Culture | 1.89× | ||
| 10 | Museum | Arts & Culture | 1.88× | ||
| 11 | Nonprofit organization | Politics & Society | 1.84× | ||
| 12 | Internet & Social Media | 1.76× | |||
| 13 | Charitable organization | Politics & Society | 1.74× | ||
| 14 | Podcast | Music & Radio | 1.73× | ||
| 15 | Sustainability | Politics & Society | 1.72× | ||
| 16 | Local news | News | 1.62× | ||
| 17 | Aldi | Shopping | 1.56× | ||
| 18 | Uniqlo | Shopping | 1.56× | ||
| 19 | Real property | Home & Garden | 1.53× | ||
| 20 | Fine art | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 2.41× | |
| Sustainability | BALANCE | 2.40× | |
| Community Orientation | OPEN | 1.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.77× | |
| Need for Security | CONSERVATISM | 0.84× | |
| Risk Appetite | THRILL | 0.94× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Guardian Australia. 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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