A data profile of the people who buy, follow and care about Hobby in Australia — modelled from more than twelve digital signal sources. Hobby has an estimated audience of 7,341,868 people in Australia.
The average Hobby fan in Australia is 42.8 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 Photographic film, Optics, Image sensor, with strongest over-indexing on Photographic film (1.89× the country average).
Demographically, the Hobby audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Creativity, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Hobby fan in Australia is more female, around 42.8 years old, with strong Creativity tendencies and a notable affinity for Photographic film.
The key figures that characterise the Hobby profile in Australia.
58.1% are female, 41.9% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 58.1% |
| Male | 41.9% |
| Average age | 42.8 |
| Estimated audience size | 7,341,868 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide Hobby audience comes from Australia.
| Country | Share |
|---|---|
| United States | 21.7% |
| China | 7.4% |
| Japan | 6.0% |
Where the Hobby audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South Australia | ~600K | 1.12× | |
| 02 | Victoria | ~2.5M | 1.09× | |
| 03 | Western Australia | ~900K | 1.09× | |
| 04 | Queensland | ~2M | 1.08× | |
| 05 | New South Wales | ~3M | 1.04× | |
| 06 | Australian Capital Territory | ~200K | 1.01× | |
| 07 | Tasmania | ~100K | 0.90× | |
| 08 | Northern Territory | ~60K | 0.88× |
The strongest cross-interests of the Hobby audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Puma | Fashion & Accessoires | 2.17× | ||
| 02 | Sneaker collecting | Fashion & Accessoires | 1.93× | ||
| 03 | Photographic film | Technology & Electronics | 1.89× | ||
| 04 | Image sensor | Technology & Electronics | 1.85× | ||
| 05 | Sportswear (fashion) | Fashion & Accessoires | 1.85× | ||
| 06 | 2010s in fashion | Fashion & Accessoires | 1.76× | ||
| 07 | Infant bodysuit | Kids & Family | 1.70× | ||
| 08 | Baby food | Kids & Family | 1.65× | ||
| 09 | Infant clothing | Kids & Family | 1.64× | ||
| 10 | Retirement community | Kids & Family | 1.63× | ||
| 11 | Family and consumer science | Kids & Family | 1.62× | ||
| 12 | Child development | Business & Career | 1.60× | ||
| 13 | Optics | Health | 1.59× | ||
| 14 | Old age | Politics & Society | 1.59× | ||
| 15 | Panties | Fashion & Accessoires | 1.59× | ||
| 16 | Bohemianism | Fashion & Accessoires | 1.58× | ||
| 17 | Gardener | Home & Garden | 1.56× | ||
| 18 | Home decorating ideas | Home & Garden | 1.55× | ||
| 19 | Healthy habits | Health | 1.51× | ||
| 20 | Wildlife photography | Technology & Electronics | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.23× | |
| Early Adopter Mentality | POWER | 1.23× | |
| Indulgence | JOY | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.89× | |
| Healthy Lifestyle | BALANCE | 0.90× | |
| Need for Security | CONSERVATISM | 0.97× |
Hobby has an estimated audience of 7,341,868 people in Australia, concentrated in New South Wales and Victoria.
58.1% of Hobby fans are female, 41.9% are male, with an average age of 42.8 years.
Hobby fans show strongest brand affinity for Photographic film (1.89×), Optics (1.59×), and Image sensor (1.85×) over the country average.
Hobby fans in Australia are most concentrated in New South Wales (reach ~3M), Victoria (reach ~2.5M), and Queensland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Hobby itself, the audience over-indexes on Optics (1.59×), Image sensor (1.85×), Infant clothing (1.64×), and Retirement community (1.63×) 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 Hobby. 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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