A data profile of the people who buy, follow and care about Kmart in Australia — modelled from more than twelve digital signal sources. Kmart has an estimated audience of 7,326,500 people in Australia.
The average Kmart fan in Australia is 41.4 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 Harvey Norman, Cotton On, realestate.com.au, with strongest over-indexing on Harvey Norman (1.52× the country average).
Demographically, the Kmart audience skews more female with an average age of 41.4, and over-indexes on personality traits such as Design Affinity, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Kmart fan in Australia is more female, around 41.4 years old, with strong Design Affinity tendencies and a notable affinity for Harvey Norman.
The key figures that characterise the Kmart profile in Australia.
72.9% are female, 27.1% are male, average age 41.4.
| Metric | Value |
|---|---|
| Female | 72.9% |
| Male | 27.1% |
| Average age | 41.4 |
| Estimated audience size | 7,326,500 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 21% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 25% |
of the worldwide Kmart audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 41.5% |
| New Zealand | 22.1% |
| United States | 13.3% |
Where the Kmart audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~200K | 1.19× | |
| 02 | Queensland | ~2M | 1.13× | |
| 03 | Western Australia | ~1M | 1.10× | |
| 04 | South Australia | ~600K | 1.06× | |
| 05 | Victoria | ~2M | 1.01× | |
| 06 | New South Wales | ~2.5M | 0.92× | |
| 07 | Northern Territory | ~60K | 0.92× | |
| 08 | Australian Capital Territory | ~100K | 0.68× |
The strongest cross-interests of the Kmart audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Universal Store | Shopping | 2.27× | ||
| 02 | Bec and Bridge | Fashion & Accessoires | 2.10× | ||
| 03 | Baby Bunting | Kids & Family | 1.97× | ||
| 04 | Zimmermann | Home & Garden | 1.97× | ||
| 05 | Princess Polly | Fashion & Accessoires | 1.81× | ||
| 06 | Kookai | Fashion & Accessoires | 1.80× | ||
| 07 | Showpo | Fashion & Accessoires | 1.78× | ||
| 08 | Home Renovations | Home & Garden | 1.71× | ||
| 09 | Cotton On | Fashion & Accessoires | 1.70× | ||
| 10 | Super Rugby | Sports | 1.68× | ||
| 11 | David Jones | Fashion & Accessoires | 1.67× | ||
| 12 | Adairs | Home & Garden | 1.66× | ||
| 13 | rugby | Sports | 1.65× | ||
| 14 | Freedom Furniture | Home & Garden | 1.56× | ||
| 15 | AFL Grand Final | Sports | 1.54× | ||
| 16 | Ray White | Home & Garden | 1.54× | ||
| 17 | Australian rules football | Sports | 1.53× | ||
| 18 | Harvey Norman | Shopping | 1.52× | ||
| 19 | realestate.com.au | Home & Garden | 1.51× | ||
| 20 | Country Road | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.12× | |
| Sustainability | BALANCE | 1.07× | |
| Luxury Orientation | PREMIUM | 1.04× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.75× | |
| Spirituality | BALANCE | 0.79× | |
| Risk Appetite | THRILL | 0.80× |
Kmart's target market in Australia covers an estimated 7,326,500 people, concentrated in New South Wales and Victoria.
72.9% of the Kmart audience are female, 27.1% are male, with an average age of 41.4 years.
Kmart fans show strongest brand affinity for Harvey Norman (1.52×), Cotton On (1.7×), and realestate.com.au (1.51×) over the country average.
Kmart 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 Kmart itself, the audience over-indexes on Cotton On (1.7×), realestate.com.au (1.51×), Country Road (1.51×), and Baby Bunting (1.97×) 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 Kmart. 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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