A data profile of the people who buy, follow and care about Island in Australia — modelled from more than twelve digital signal sources. Island has an estimated audience of 2,794,704 people in Australia.
The average Island fan in Australia is 43.1 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Queensland, Victoria.
Top brand affinities include Bureau of Meteorology, Webjet, Sea, with strongest over-indexing on Bureau of Meteorology (1.58× the country average).
Demographically, the Island audience skews more female with an average age of 43.1, and over-indexes on personality traits such as Travelling, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Island fan in Australia is more female, around 43.1 years old, with strong Travelling tendencies and a notable affinity for Bureau of Meteorology.
The key figures that characterise the Island profile in Australia.
58.0% are female, 42.0% are male, average age 43.1.
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 43.1 |
| Estimated audience size | 2,794,704 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 30% |
of the worldwide Island audience comes from Australia.
| Country | Share |
|---|---|
| United States | 21.9% |
| Japan | 5.8% |
| Italy | 5.0% |
Where the Island audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~800K | 1.15× | |
| 02 | Western Australia | ~400K | 1.11× | |
| 03 | Australian Capital Territory | ~70K | 1.11× | |
| 04 | Northern Territory | ~30K | 0.97× | |
| 05 | Tasmania | ~60K | 0.95× | |
| 06 | New South Wales | ~900K | 0.93× | |
| 07 | South Australia | ~200K | 0.93× | |
| 08 | Victoria | ~700K | 0.87× |
The strongest cross-interests of the Island audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Central America | Travel & Leisure | 4.00× | ||
| 02 | Maldives | Travel & Leisure | 2.78× | ||
| 03 | Fiji Airways | Travel & Leisure | 2.77× | ||
| 04 | Whitsunday Islands | Travel & Leisure | 2.40× | ||
| 05 | Diving | Sports | 2.35× | ||
| 06 | Freediving | Sports | 2.25× | ||
| 07 | Snorkeling | Sports | 2.20× | ||
| 08 | Underwater diving | Sports | 2.20× | ||
| 09 | Hawaii | Travel & Leisure | 2.12× | ||
| 10 | Fiji | Travel & Leisure | 2.01× | ||
| 11 | Spearfishing | Sports | 1.93× | ||
| 12 | Sea | Travel & Leisure | 1.87× | ||
| 13 | Ocean | Travel & Leisure | 1.84× | ||
| 14 | Summer vacation | Travel & Leisure | 1.77× | ||
| 15 | Great Barrier Reef | Travel & Leisure | 1.68× | ||
| 16 | South America | Travel & Leisure | 1.66× | ||
| 17 | U.S. state | Travel & Leisure | 1.64× | ||
| 18 | Bureau of Meteorology | Home & Garden | 1.58× | ||
| 19 | Webjet | Travel & Leisure | 1.58× | ||
| 20 | Watercraft | Home & Garden | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.30× | |
| Risk Appetite | THRILL | 1.19× | |
| Luxury Orientation | PREMIUM | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.93× | |
| Urban Lifestyle | OPEN | 0.98× | |
| Social Media Usage | JOY | 1.00× |
Island has an estimated audience of 2,794,704 people in Australia, concentrated in New South Wales and Queensland.
58.0% of Island fans are female, 42.0% are male, with an average age of 43.1 years.
Island fans show strongest brand affinity for Bureau of Meteorology (1.58×), Webjet (1.58×), and Sea (1.87×) over the country average.
Island fans in Australia are most concentrated in New South Wales (reach ~900K), Queensland (reach ~800K), and Victoria (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Island itself, the audience over-indexes on Webjet (1.58×), Sea (1.87×), Ocean (1.84×), and Summer vacation (1.77×) 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 Island. 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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