A data profile of the people who buy, follow and care about Harvey Norman in Australia — modelled from more than twelve digital signal sources. Harvey Norman has an estimated audience of 8,121,176 people in Australia.
The average Harvey Norman fan in Australia is 41.8 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Queensland, Victoria.
Top brand affinities include Kmart, Cotton On, realestate.com.au, with strongest over-indexing on Kmart (1.52× the country average).
Demographically, the Harvey Norman audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Design Affinity, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Harvey Norman fan in Australia is more female, around 41.8 years old, with strong Design Affinity tendencies and a notable affinity for Kmart.
The key figures that characterise the Harvey Norman profile in Australia.
64.8% are female, 35.2% are male, average age 41.8.
| Metric | Value |
|---|---|
| Female | 64.8% |
| Male | 35.2% |
| Average age | 41.8 |
| Estimated audience size | 8,121,176 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 26% |
of the worldwide Harvey Norman audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 59.0% |
| Ireland | 14.6% |
| United Kingdom | 9.2% |
Where the Harvey Norman audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~300K | 1.67× | |
| 02 | Northern Territory | ~100K | 1.45× | |
| 03 | Queensland | ~2M | 1.03× | |
| 04 | South Australia | ~700K | 1.02× | |
| 05 | Western Australia | ~800K | 0.83× | |
| 06 | New South Wales | ~2M | 0.74× | |
| 07 | Victoria | ~1.5M | 0.68× | |
| 08 | Australian Capital Territory | ~100K | 0.58× |
The strongest cross-interests of the Harvey Norman audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Universal Store | Shopping | 2.15× | ||
| 02 | Bec and Bridge | Fashion & Accessoires | 2.03× | ||
| 03 | Baby Bunting | Kids & Family | 1.91× | ||
| 04 | Zimmermann | Home & Garden | 1.86× | ||
| 05 | Princess Polly | Fashion & Accessoires | 1.75× | ||
| 06 | Home Renovations | Home & Garden | 1.73× | ||
| 07 | Kookai | Fashion & Accessoires | 1.70× | ||
| 08 | Showpo | Fashion & Accessoires | 1.69× | ||
| 09 | rugby | Sports | 1.68× | ||
| 10 | David Jones | Fashion & Accessoires | 1.64× | ||
| 11 | Super Rugby | Sports | 1.63× | ||
| 12 | Adairs | Home & Garden | 1.60× | ||
| 13 | Freedom Furniture | Home & Garden | 1.59× | ||
| 14 | Cotton On | Fashion & Accessoires | 1.58× | ||
| 15 | Rugby World Cup | Sports | 1.58× | ||
| 16 | Australian rules football | Sports | 1.57× | ||
| 17 | Ray White | Home & Garden | 1.56× | ||
| 18 | realestate.com.au | Home & Garden | 1.55× | ||
| 19 | Kmart | Shopping | 1.52× | ||
| 20 | AFL Grand Final | Sports | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.11× | |
| Sustainability | BALANCE | 1.07× | |
| Luxury Orientation | PREMIUM | 1.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.76× | |
| Spirituality | BALANCE | 0.79× | |
| Community Orientation | OPEN | 0.83× |
Harvey Norman's target market in Australia covers an estimated 8,121,176 people, concentrated in New South Wales and Queensland.
64.8% of the Harvey Norman audience are female, 35.2% are male, with an average age of 41.8 years.
Harvey Norman fans show strongest brand affinity for Kmart (1.52×), Cotton On (1.58×), and realestate.com.au (1.55×) over the country average.
Harvey Norman fans in Australia are most concentrated in New South Wales (reach ~2M), Queensland (reach ~2M), and Victoria (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Harvey Norman itself, the audience over-indexes on Cotton On (1.58×), realestate.com.au (1.55×), Australian rules football (1.57×), and Baby Bunting (1.91×) 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 Harvey Norman. 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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