A data profile of the people who buy, follow and care about Kmart Australia in Australia — modelled from more than twelve digital signal sources. Kmart Australia has an estimated audience of 2,847,244 people in Australia.
Kmart Australia has an estimated audience of 2,847,244 people in Australia. 69.8% are female, 30.2% are male, average age 41.8. Top brand affinities: IKEA, Discount stores, Department store, Child care, H&M.
Top brand affinities include IKEA, Discount stores, Department store, with strongest over-indexing on IKEA (1.95× the country average).
Demographically, the Kmart Australia audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Price Sensitivity, Convenience Orientation.
The typical Kmart Australia fan in Australia is more female, around 41.8 years old, with strong Price Sensitivity tendencies and a notable affinity for IKEA.
The key figures that characterise the Kmart Australia profile in Australia.
69.8% are female, 30.2% are male, average age 41.8.
| Metric | Value |
|---|---|
| Female | 69.8% |
| Male | 30.2% |
| Average age | 41.8 |
| Estimated audience size | 2,847,244 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 20% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 26% |
The strongest cross-interests of the Kmart Australia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Huggies | Kids & Family | 2.40× | ||
| 02 | Discount stores | Shopping | 2.10× | ||
| 03 | IKEA | Home & Garden | 1.95× | ||
| 04 | Hypermarket | Shopping | 1.91× | ||
| 05 | Department store | Shopping | 1.88× | ||
| 06 | H&M | Shopping | 1.80× | ||
| 07 | TK Maxx | Shopping | 1.74× | ||
| 08 | Garden furniture | Home & Garden | 1.73× | ||
| 09 | Sephora | Shopping | 1.72× | ||
| 10 | Eyelash extensions | Beauty & Wellness | 1.72× | ||
| 11 | Non-alcoholic beverage | Food & Beverages | 1.68× | ||
| 12 | Child care | Kids & Family | 1.66× | ||
| 13 | Anti-aging cream | Beauty & Wellness | 1.65× | ||
| 14 | Swarovski | Fashion & Accessoires | 1.62× | ||
| 15 | Zimmermann | Home & Garden | 1.57× | ||
| 16 | Metaphysics | Business & Career | 1.57× | ||
| 17 | Kitchenware | Home & Garden | 1.56× | ||
| 18 | Kookai | Fashion & Accessoires | 1.53× | ||
| 19 | Hair care | Beauty & Wellness | 1.52× | ||
| 20 | Pharmacy | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.44× | |
| Convenience Orientation | PREMIUM | 1.40× | |
| Indulgence | JOY | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.84× | |
| Early Adopter Mentality | POWER | 0.92× | |
| Spirituality | BALANCE | 0.94× |
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 Australia. 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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