A data profile of the people who buy, follow and care about Laundry in Australia — modelled from more than twelve digital signal sources. Laundry has an estimated audience of 2,090,514 people in Australia.
The average Laundry fan in Australia is 44.8 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 Washing machine, Laundry detergent, Detergent, with strongest over-indexing on Washing machine (2.76× the country average).
Demographically, the Laundry audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Healthy Lifestyle, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Laundry fan in Australia is more female, around 44.8 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Washing machine.
The key figures that characterise the Laundry profile in Australia.
71.8% are female, 28.2% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 71.8% |
| Male | 28.2% |
| Average age | 44.8 |
| Estimated audience size | 2,090,514 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Laundry audience comes from Australia.
| Country | Share |
|---|---|
| United States | 22.6% |
| United Kingdom | 4.7% |
| Germany | 4.3% |
Where the Laundry audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~80K | 1.86× | |
| 02 | Northern Territory | ~30K | 1.31× | |
| 03 | Western Australia | ~200K | 0.98× | |
| 04 | Queensland | ~500K | 0.96× | |
| 05 | Victoria | ~500K | 0.80× | |
| 06 | South Australia | ~100K | 0.78× | |
| 07 | New South Wales | ~600K | 0.75× | |
| 08 | Australian Capital Territory | ~20K | 0.54× |
The strongest cross-interests of the Laundry audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Surf (detergent) | Home & Garden | 4.31× | ||
| 02 | Laundry detergent | Home & Garden | 4.26× | ||
| 03 | Clothes dryer | Home & Garden | 3.63× | ||
| 04 | Detergent | Home & Garden | 3.21× | ||
| 05 | Dust | Home & Garden | 2.79× | ||
| 06 | Washing machine | Home & Garden | 2.76× | ||
| 07 | Washing | Beauty & Wellness | 2.59× | ||
| 08 | Carpet cleaning | Home & Garden | 2.51× | ||
| 09 | Dishwasher | Home & Garden | 2.47× | ||
| 10 | ikon | Music & Radio | 2.39× | ||
| 11 | Cleanliness | Home & Garden | 2.30× | ||
| 12 | Wife | Kids & Family | 2.20× | ||
| 13 | Housekeeping | Travel & Leisure | 2.19× | ||
| 14 | Spring cleaning | Home & Garden | 2.19× | ||
| 15 | Hygiene | Beauty & Wellness | 1.81× | ||
| 16 | Money back guarantee | Shopping | 1.73× | ||
| 17 | Sink | Home & Garden | 1.69× | ||
| 18 | KPop Demon Hunters | Movies & TV | 1.58× | ||
| 19 | Kitchen stove | Home & Garden | 1.56× | ||
| 20 | Household goods | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.54× | |
| Design Affinity | PREMIUM | 1.17× | |
| Indulgence | JOY | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.86× | |
| Patriotism | CONSERVATISM | 0.87× | |
| Spirituality | BALANCE | 0.91× |
Laundry has an estimated audience of 2,090,514 people in Australia, concentrated in New South Wales and Victoria.
71.8% of Laundry fans are female, 28.2% are male, with an average age of 44.8 years.
Laundry fans show strongest brand affinity for Washing machine (2.76×), Laundry detergent (4.26×), and Detergent (3.21×) over the country average.
Laundry fans in Australia are most concentrated in New South Wales (reach ~600K), Victoria (reach ~500K), and Queensland (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Laundry itself, the audience over-indexes on Laundry detergent (4.26×), Detergent (3.21×), Housekeeping (2.19×), and Surf (detergent) (4.31×) 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 Laundry. 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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