A data profile of the people who buy, follow and care about Health insurance in Australia — modelled from more than twelve digital signal sources. Health insurance has an estimated audience of 3,138,944 people in Australia.
The average Health insurance fan in Australia is 48.8 years old, more female, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include Retirement community, Bupa, Insurance, with strongest over-indexing on Retirement community (3.62× the country average).
Demographically, the Health insurance audience skews more female with an average age of 48.8, and over-indexes on personality traits such as Need for Security, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Health insurance fan in Australia is more female, around 48.8 years old, with strong Need for Security tendencies and a notable affinity for Retirement community.
The key figures that characterise the Health insurance profile in Australia.
64.2% are female, 35.8% are male, average age 48.8.
| Metric | Value |
|---|---|
| Female | 64.2% |
| Male | 35.8% |
| Average age | 48.8 |
| Estimated audience size | 3,138,944 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 11% | |
| 30-39 | 14% | |
| 40-49 | 22% | |
| 50+ | 48% |
of the worldwide Health insurance audience comes from Australia.
| Country | Share |
|---|---|
| United States | 30.8% |
| Brazil | 6.6% |
| India | 5.7% |
Where the Health insurance audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~1M | 1.20× | |
| 02 | Queensland | ~900K | 1.15× | |
| 03 | Western Australia | ~400K | 1.12× | |
| 04 | Australian Capital Territory | ~70K | 1.01× | |
| 05 | New South Wales | ~1M | 0.97× | |
| 06 | South Australia | ~200K | 0.92× | |
| 07 | Northern Territory | ~30K | 0.88× | |
| 08 | Tasmania | ~60K | 0.83× |
The strongest cross-interests of the Health insurance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fiscal year | Business & Career | 4.33× | ||
| 02 | Retirement community | Kids & Family | 3.62× | ||
| 03 | River cruise | Travel & Leisure | 3.14× | ||
| 04 | Old age | Politics & Society | 2.96× | ||
| 05 | Bupa | Health | 2.91× | ||
| 06 | Retirement planning | Business & Career | 2.88× | ||
| 07 | Insurance policy | Business & Career | 2.82× | ||
| 08 | Retirement | Business & Career | 2.77× | ||
| 09 | Arthritis awareness | Health | 2.72× | ||
| 10 | Pension | Business & Career | 2.44× | ||
| 11 | Elderly care | Health | 2.33× | ||
| 12 | Medibank | Business & Career | 2.23× | ||
| 13 | Life insurance | Business & Career | 2.21× | ||
| 14 | Origin Energy | Home & Garden | 2.20× | ||
| 15 | Ninemsn | News | 1.81× | ||
| 16 | Clinical trial | Health | 1.78× | ||
| 17 | Insurance | Business & Career | 1.77× | ||
| 18 | Harris Scarfe | Home & Garden | 1.71× | ||
| 19 | Solar power | Home & Garden | 1.69× | ||
| 20 | Webjet | Travel & Leisure | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.20× | |
| Quality Awareness | PREMIUM | 1.20× | |
| Family Orientation | CONSERVATISM | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.65× | |
| Risk Appetite | THRILL | 0.66× | |
| Patriotism | CONSERVATISM | 0.68× |
Health insurance has an estimated audience of 3,138,944 people in Australia, concentrated in Victoria and New South Wales.
64.2% of Health insurance fans are female, 35.8% are male, with an average age of 48.8 years.
Health insurance fans show strongest brand affinity for Retirement community (3.62×), Bupa (2.91×), and Insurance (1.77×) over the country average.
Health insurance fans in Australia are most concentrated in Victoria (reach ~1M), New South Wales (reach ~1M), and Queensland (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Health insurance itself, the audience over-indexes on Bupa (2.91×), Insurance (1.77×), Old age (2.96×), and Retirement planning (2.88×) 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 Health insurance. 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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