A data profile of the people who buy, follow and care about Household in Australia — modelled from more than twelve digital signal sources. Household has an estimated audience of 5,190,376 people in Australia.
Household has an estimated audience of 5,190,376 people in Australia. 61.3% are female, 38.7% are male, average age 45.0. Top brand affinities: IKEA, Aldi, Home Appliances, Real property, Microwave oven.
Top brand affinities include IKEA, Aldi, Home Appliances, with strongest over-indexing on IKEA (1.78× the country average).
Demographically, the Household audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.
The typical Household fan in Australia is more female, around 45.0 years old, with strong Convenience Orientation tendencies and a notable affinity for IKEA.
The key figures that characterise the Household profile in Australia.
61.3% are female, 38.7% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 61.3% |
| Male | 38.7% |
| Average age | 45.0 |
| Estimated audience size | 5,190,376 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Household audience comes from Australia.
| Country | Share |
|---|---|
| United States | 24.9% |
| United Kingdom | 5.9% |
| Brazil | 4.7% |
The strongest cross-interests of the Household audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Microwave oven | Home & Garden | 2.69× | ||
| 02 | Single-family detached home | Home & Garden | 2.52× | ||
| 03 | Home automation | Technology & Electronics | 2.36× | ||
| 04 | Real property | Home & Garden | 2.26× | ||
| 05 | Hypermarket | Shopping | 2.21× | ||
| 06 | Window blind | Home & Garden | 2.12× | ||
| 07 | Kitchenware | Home & Garden | 2.08× | ||
| 08 | TK Maxx | Shopping | 2.06× | ||
| 09 | Blanket | Home & Garden | 1.98× | ||
| 10 | Home Appliances | Home & Garden | 1.92× | ||
| 11 | Innovation | Business & Career | 1.85× | ||
| 12 | Discount stores | Shopping | 1.81× | ||
| 13 | Cappuccino | Food & Beverages | 1.80× | ||
| 14 | IKEA | Home & Garden | 1.78× | ||
| 15 | Aldi | Shopping | 1.71× | ||
| 16 | First-time buyer | Shopping | 1.65× | ||
| 17 | Wikipedia | Internet & Social Media | 1.64× | ||
| 18 | Refrigerator | Home & Garden | 1.63× | ||
| 19 | Lottery | Games | 1.60× | ||
| 20 | Local news | News | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.77× | |
| Quality Awareness | PREMIUM | 1.74× | |
| Indulgence | JOY | 1.59× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.87× | |
| Social Media Usage | JOY | 0.88× | |
| Pet Ownership | JOY | 0.88× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Household. 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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