A data profile of the people who buy, follow and care about Insurance in Australia — modelled from more than twelve digital signal sources. Insurance has an estimated audience of 6,615,917 people in Australia.
The average Insurance fan in Australia is 46.6 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Retirement community, Health insurance, Retirement, with strongest over-indexing on Retirement community (1.94× the country average).
Demographically, the Insurance audience skews balanced with an average age of 46.6, and over-indexes on personality traits such as Need for Security, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Insurance fan in Australia is balanced, around 46.6 years old, with strong Need for Security tendencies and a notable affinity for Retirement community.
The key figures that characterise the Insurance profile in Australia.
50.8% are female, 49.2% are male, average age 46.6.
| Metric | Value |
|---|---|
| Female | 50.8% |
| Male | 49.2% |
| Average age | 46.6 |
| Estimated audience size | 6,615,917 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 41% |
of the worldwide Insurance audience comes from Australia.
| Country | Share |
|---|---|
| United States | 23.0% |
| Japan | 4.5% |
| United Kingdom | 4.5% |
Where the Insurance audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~2M | 1.20× | |
| 02 | Tasmania | ~200K | 1.07× | |
| 03 | Victoria | ~2M | 1.04× | |
| 04 | South Australia | ~500K | 0.98× | |
| 05 | Northern Territory | ~60K | 0.98× | |
| 06 | New South Wales | ~2.5M | 0.95× | |
| 07 | Western Australia | ~700K | 0.92× | |
| 08 | Australian Capital Territory | ~100K | 0.87× |
The strongest cross-interests of the Insurance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pet insurance | Pets & Animals | 2.02× | ||
| 02 | Retirement community | Kids & Family | 1.94× | ||
| 03 | Retirement | Business & Career | 1.86× | ||
| 04 | Insurance policy | Business & Career | 1.80× | ||
| 05 | Home insurance | Business & Career | 1.78× | ||
| 06 | Vehicle insurance | Cars & Mobility | 1.77× | ||
| 07 | Pensioner | Business & Career | 1.77× | ||
| 08 | NRMA | Cars & Mobility | 1.74× | ||
| 09 | Elderly care | Health | 1.66× | ||
| 10 | Arthritis awareness | Health | 1.64× | ||
| 11 | Pension | Business & Career | 1.63× | ||
| 12 | Life insurance | Business & Career | 1.63× | ||
| 13 | Health insurance | Business & Career | 1.62× | ||
| 14 | Home care | Health | 1.62× | ||
| 15 | Old age | Politics & Society | 1.61× | ||
| 16 | Policy | Politics & Society | 1.59× | ||
| 17 | Cancer Council Australia | Health | 1.56× | ||
| 18 | Bupa | Health | 1.54× | ||
| 19 | Refinancing | Business & Career | 1.54× | ||
| 20 | Chainsaw | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.18× | |
| Family Orientation | CONSERVATISM | 1.09× | |
| DIY Mentality | THRILL | 1.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.68× | |
| Mindfulness | BALANCE | 0.75× | |
| Design Affinity | PREMIUM | 0.80× |
Insurance has an estimated audience of 6,615,917 people in Australia, concentrated in New South Wales and Victoria.
50.8% of Insurance fans are female, 49.2% are male, with an average age of 46.6 years.
Insurance fans show strongest brand affinity for Retirement community (1.94×), Health insurance (1.62×), and Retirement (1.86×) over the country average.
Insurance fans in Australia are most concentrated in New South Wales (reach ~2.5M), Victoria (reach ~2M), and Queensland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Insurance itself, the audience over-indexes on Health insurance (1.62×), Retirement (1.86×), Pension (1.63×), and Bupa (1.54×) 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 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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