A data profile of the people who buy, follow and care about Instant messaging in Australia — modelled from more than twelve digital signal sources. Instant messaging has an estimated audience of 4,436,367 people in Australia.
The average Instant messaging fan in Australia is 39.8 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include WhatsApp, Voice over IP, Erlang (programming language), with strongest over-indexing on WhatsApp (9.26× the country average).
Demographically, the Instant messaging audience skews balanced with an average age of 39.8, and over-indexes on personality traits such as Social Media Usage, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Instant messaging fan in Australia is balanced, around 39.8 years old, with strong Social Media Usage tendencies and a notable affinity for WhatsApp.
The key figures that characterise the Instant messaging profile in Australia.
54.9% are female, 45.1% are male, average age 39.8.
| Metric | Value |
|---|---|
| Female | 54.9% |
| Male | 45.1% |
| Average age | 39.8 |
| Estimated audience size | 4,436,367 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 20% | |
| 50+ | 23% |
of the worldwide Instant messaging audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.0% |
| Brazil | 6.4% |
| India | 5.9% |
Where the Instant messaging audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~50K | 1.31× | |
| 02 | Tasmania | ~100K | 1.04× | |
| 03 | Australian Capital Territory | ~100K | 1.02× | |
| 04 | South Australia | ~300K | 0.92× | |
| 05 | Western Australia | ~500K | 0.90× | |
| 06 | Queensland | ~900K | 0.84× | |
| 07 | Victoria | ~1M | 0.78× | |
| 08 | New South Wales | ~1M | 0.75× |
The strongest cross-interests of the Instant messaging audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Erlang (programming language) | Technology & Electronics | 41.56× | ||
| 02 | Voice over IP | Technology & Electronics | 24.06× | ||
| 03 | Parliament of Malaysia | Politics & Society | 9.45× | ||
| 04 | Internet & Social Media | 9.26× | |||
| 05 | Videotelephony | Technology & Electronics | 8.11× | ||
| 06 | Web application | Technology & Electronics | 5.95× | ||
| 07 | Facebook Messenger | Internet & Social Media | 5.76× | ||
| 08 | Urdu | Politics & Society | 3.29× | ||
| 09 | South Asia | Travel & Leisure | 2.39× | ||
| 10 | Android (operating system) | Technology & Electronics | 2.15× | ||
| 11 | Free software | Technology & Electronics | 2.04× | ||
| 12 | Snapchat | Internet & Social Media | 1.94× | ||
| 13 | Social network | Internet & Social Media | 1.64× | ||
| 14 | World Wide Web | Internet & Social Media | 1.64× | ||
| 15 | Claude | Technology & Electronics | 1.60× | ||
| 16 | Internet & Social Media | 1.59× | |||
| 17 | Google Maps | Internet & Social Media | 1.54× | ||
| 18 | Technology & Electronics | 1.53× | |||
| 19 | Price | Shopping | 1.52× | ||
| 20 | Mobile phones | Technology & Electronics | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 2.59× | |
| Price Sensitivity | PREMIUM | 1.52× | |
| Spirituality | BALANCE | 1.43× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.96× | |
| Design Affinity | PREMIUM | 0.97× | |
| Sustainability | BALANCE | 1.00× |
Instant messaging has an estimated audience of 4,436,367 people in Australia, concentrated in New South Wales and Victoria.
54.9% of Instant messaging fans are female, 45.1% are male, with an average age of 39.8 years.
Instant messaging fans show strongest brand affinity for WhatsApp (9.26×), Voice over IP (24.06×), and Erlang (programming language) (41.56×) over the country average.
Instant messaging fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~1M), and Queensland (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Instant messaging itself, the audience over-indexes on Voice over IP (24.06×), Erlang (programming language) (41.56×), Facebook Messenger (5.76×), and Videotelephony (8.11×) 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 Instant messaging. 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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