A data profile of the people who buy, follow and care about Happiness in Australia — modelled from more than twelve digital signal sources. Happiness has an estimated audience of 8,624,053 people in Australia.
The average Happiness fan in Australia is 42.9 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 Physical strength, Self-esteem, Self-knowledge (psychology), with strongest over-indexing on Physical strength (1.86× the country average).
Demographically, the Happiness audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Mindfulness, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Happiness fan in Australia is more female, around 42.9 years old, with strong Mindfulness tendencies and a notable affinity for Physical strength.
The key figures that characterise the Happiness profile in Australia.
62.1% are female, 37.9% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 62.1% |
| Male | 37.9% |
| Average age | 42.9 |
| Estimated audience size | 8,624,053 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 30% |
of the worldwide Happiness audience comes from Australia.
| Country | Share |
|---|---|
| United States | 21.9% |
| United Kingdom | 4.7% |
| Italy | 4.4% |
Where the Happiness audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South Australia | ~800K | 1.15× | |
| 02 | Western Australia | ~1M | 1.09× | |
| 03 | Victoria | ~3M | 1.08× | |
| 04 | New South Wales | ~3.5M | 1.05× | |
| 05 | Australian Capital Territory | ~200K | 1.01× | |
| 06 | Queensland | ~2M | 1.00× | |
| 07 | Tasmania | ~200K | 0.93× | |
| 08 | Northern Territory | ~70K | 0.90× |
The strongest cross-interests of the Happiness audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Rob Lowe | Movies & TV | 1.92× | ||
| 02 | Physical strength | Sports | 1.86× | ||
| 03 | Homer | Literature | 1.81× | ||
| 04 | Rashida Jones | Movies & TV | 1.78× | ||
| 05 | Upright Citizens Brigade Theatre | Arts & Culture | 1.76× | ||
| 06 | Ed Helms | Movies & TV | 1.75× | ||
| 07 | Self-knowledge (psychology) | Health | 1.74× | ||
| 08 | Logan, Utah | Travel & Leisure | 1.69× | ||
| 09 | Emotional intelligence | Health | 1.65× | ||
| 10 | Aubrey Plaza | Movies & TV | 1.63× | ||
| 11 | Leg warmer | Fashion & Accessoires | 1.60× | ||
| 12 | International Alphabet of Sanskrit Transliteration | Politics & Society | 1.56× | ||
| 13 | Kundalini yoga | Health | 1.54× | ||
| 14 | Santa Cruz, California | Travel & Leisure | 1.54× | ||
| 15 | Health maintenance organization | Business & Career | 1.54× | ||
| 16 | Self-confidence | Health | 1.53× | ||
| 17 | Soulmate | Kids & Family | 1.53× | ||
| 18 | Self-esteem | Health | 1.51× | ||
| 19 | Bhojpuri language | Politics & Society | 1.51× | ||
| 20 | Ashtanga vinyasa yoga | Health | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.39× | |
| Creativity | OPEN | 1.17× | |
| Community Orientation | OPEN | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.89× | |
| Luxury Orientation | PREMIUM | 0.89× | |
| Early Adopter Mentality | POWER | 0.94× |
Happiness has an estimated audience of 8,624,053 people in Australia, concentrated in New South Wales and Victoria.
62.1% of Happiness fans are female, 37.9% are male, with an average age of 42.9 years.
Happiness fans show strongest brand affinity for Physical strength (1.86×), Self-esteem (1.51×), and Self-knowledge (psychology) (1.74×) over the country average.
Happiness fans in Australia are most concentrated in New South Wales (reach ~3.5M), Victoria (reach ~3M), and Queensland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Happiness itself, the audience over-indexes on Self-esteem (1.51×), Self-knowledge (psychology) (1.74×), Self-confidence (1.53×), and Emotional intelligence (1.65×) 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 Happiness. 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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