A data profile of the people who buy, follow and care about Hawthorn Football Club in Australia — modelled from more than twelve digital signal sources. Hawthorn Football Club has an estimated audience of 1,243,008 people in Australia.
The average Hawthorn Football Club fan in Australia is 40.1 years old, more male, and lives primarily in Victoria.
The audience is concentrated in Victoria, Queensland, South Australia.
Top brand affinities include Brisbane Lions, North Melbourne Football Club, Collingwood Football Club, with strongest over-indexing on Brisbane Lions (12.2× the country average).
Demographically, the Hawthorn Football Club audience skews more male with an average age of 40.1, and over-indexes on personality traits such as Sports Activity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Hawthorn Football Club fan in Australia is more male, around 40.1 years old, with strong Sports Activity tendencies and a notable affinity for Brisbane Lions.
The key figures that characterise the Hawthorn Football Club profile in Australia.
40.6% are female, 59.4% are male, average age 40.1.
| Metric | Value |
|---|---|
| Female | 40.6% |
| Male | 59.4% |
| Average age | 40.1 |
| Estimated audience size | 1,243,008 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 19% | |
| 30-39 | 17% | |
| 40-49 | 20% | |
| 50+ | 25% |
of the worldwide Hawthorn Football Club audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 93.4% |
| China | 0.9% |
| Indonesia | 0.7% |
Where the Hawthorn Football Club audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~70K | 2.53× | |
| 02 | Victoria | ~700K | 1.88× | |
| 03 | Northern Territory | ~10K | 1.15× | |
| 04 | South Australia | ~100K | 0.97× | |
| 05 | Western Australia | ~80K | 0.55× | |
| 06 | Australian Capital Territory | ~10K | 0.47× | |
| 07 | Queensland | ~100K | 0.32× | |
| 08 | New South Wales | ~90K | 0.21× |
The strongest cross-interests of the Hawthorn Football Club audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | North Melbourne Football Club | Sports | 13.42× | ||
| 02 | Brisbane Lions | Sports | 12.20× | ||
| 03 | Greater Western Sydney Giants | Sports | 10.98× | ||
| 04 | Fremantle Football Club | Sports | 10.96× | ||
| 05 | Adelaide Football Club | Sports | 10.93× | ||
| 06 | Collingwood Football Club | Sports | 10.88× | ||
| 07 | Port Adelaide Football Club | Sports | 10.51× | ||
| 08 | St Kilda Football Club | Sports | 10.46× | ||
| 09 | Sydney Swans | Sports | 10.30× | ||
| 10 | West Coast Eagles | Sports | 9.62× | ||
| 11 | Carlton Football Club | Sports | 9.52× | ||
| 12 | Essendon Football Club | Sports | 9.46× | ||
| 13 | Richmond Football Club | Sports | 9.17× | ||
| 14 | Geelong Football Club | Sports | 8.95× | ||
| 15 | Melbourne Football Club | Sports | 7.12× | ||
| 16 | AFL Grand Final | Sports | 5.00× | ||
| 17 | Kookai | Fashion & Accessoires | 4.79× | ||
| 18 | Cotton On | Fashion & Accessoires | 4.00× | ||
| 19 | Australian Football League | Sports | 2.92× | ||
| 20 | Harvey Norman | Shopping | 2.73× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.92× | |
| Design Affinity | PREMIUM | 0.87× | |
| Pet Ownership | JOY | 0.82× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.40× | |
| Convenience Orientation | PREMIUM | 0.47× | |
| Spirituality | BALANCE | 0.51× |
Hawthorn Football Club has an estimated audience of 1,243,008 people in Australia, concentrated in Victoria and Queensland.
40.6% of Hawthorn Football Club fans are female, 59.4% are male, with an average age of 40.1 years.
Hawthorn Football Club fans show strongest brand affinity for Brisbane Lions (12.2×), North Melbourne Football Club (13.42×), and Collingwood Football Club (10.88×) over the country average.
Hawthorn Football Club fans in Australia are most concentrated in Victoria (reach ~700K), Queensland (reach ~100K), and South Australia (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Hawthorn Football Club itself, the audience over-indexes on North Melbourne Football Club (13.42×), Collingwood Football Club (10.88×), Fremantle Football Club (10.96×), and Sydney Swans (10.3×) 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 Hawthorn Football Club. 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.
Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.