A data profile of the people who buy, follow and care about Knowledge in Australia — modelled from more than twelve digital signal sources. Knowledge has an estimated audience of 7,411,820 people in Australia.
Knowledge has an estimated audience of 7,411,820 people in Australia. 57.1% are female, 42.9% are male, average age 42.8. Top brand affinities: Wikipedia, Apprenticeship, Bored Panda, Rhetoric, Jason Momoa.
Top brand affinities include Wikipedia, Apprenticeship, Bored Panda, with strongest over-indexing on Wikipedia (1.75× the country average).
Demographically, the Knowledge audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Mindfulness, Community Orientation.
The typical Knowledge fan in Australia is more female, around 42.8 years old, with strong Mindfulness tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Knowledge profile in Australia.
57.1% are female, 42.9% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 57.1% |
| Male | 42.9% |
| Average age | 42.8 |
| Estimated audience size | 7,411,820 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide Knowledge audience comes from Australia.
| Country | Share |
|---|---|
| United States | 22.4% |
| India | 5.1% |
| Brazil | 5.0% |
The strongest cross-interests of the Knowledge audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Aubrey Plaza | Movies & TV | 2.12× | ||
| 02 | Italo disco | Music & Radio | 1.90× | ||
| 03 | Diplomacy | Politics & Society | 1.79× | ||
| 04 | Old Testament | Politics & Society | 1.77× | ||
| 05 | Wikipedia | Internet & Social Media | 1.75× | ||
| 06 | Bored Panda | Internet & Social Media | 1.75× | ||
| 07 | Sharon Stone | Movies & TV | 1.74× | ||
| 08 | International education | Business & Career | 1.72× | ||
| 09 | Charles Darwin | Business & Career | 1.65× | ||
| 10 | Apprenticeship | Business & Career | 1.62× | ||
| 11 | Plato | Literature | 1.62× | ||
| 12 | Rhetoric | Politics & Society | 1.61× | ||
| 13 | Jason Momoa | Movies & TV | 1.59× | ||
| 14 | Coursera | Business & Career | 1.59× | ||
| 15 | University of Oxford | Business & Career | 1.56× | ||
| 16 | New Testament | Politics & Society | 1.56× | ||
| 17 | Docudrama | Movies & TV | 1.56× | ||
| 18 | Iberia (airline) | Travel & Leisure | 1.55× | ||
| 19 | Infographic | News | 1.52× | ||
| 20 | Patricia Arquette | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.24× | |
| Community Orientation | OPEN | 1.16× | |
| Tradition | CONSERVATISM | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.85× | |
| Luxury Orientation | PREMIUM | 0.85× | |
| Design Affinity | PREMIUM | 0.87× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Knowledge. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.