A data profile of the people who buy, follow and care about Life insurance in Australia — modelled from more than twelve digital signal sources. Life insurance has an estimated audience of 1,921,977 people in Australia.
The average Life insurance fan in Australia is 49.0 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 Insurance policy, Pension, Retirement community, with strongest over-indexing on Insurance policy (8.17× the country average).
Demographically, the Life insurance audience skews more female with an average age of 49.0, and over-indexes on personality traits such as Need for Security, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Life insurance fan in Australia is more female, around 49.0 years old, with strong Need for Security tendencies and a notable affinity for Insurance policy.
The key figures that characterise the Life insurance profile in Australia.
58.6% are female, 41.4% are male, average age 49.0.
| Metric | Value |
|---|---|
| Female | 58.6% |
| Male | 41.4% |
| Average age | 49.0 |
| Estimated audience size | 1,921,977 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 10% | |
| 30-39 | 14% | |
| 40-49 | 21% | |
| 50+ | 50% |
of the worldwide Life insurance audience comes from Australia.
| Country | Share |
|---|---|
| United States | 27.1% |
| United Kingdom | 8.8% |
| India | 7.3% |
Where the Life insurance audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New South Wales | ~1.5M | 4.90× | |
| 02 | Northern Territory | ~10K | 0.75× | |
| 03 | Tasmania | ~20K | 0.58× | |
| 04 | Western Australia | ~100K | 0.56× | |
| 05 | Australian Capital Territory | ~20K | 0.56× | |
| 06 | Queensland | ~200K | 0.55× | |
| 07 | South Australia | ~80K | 0.54× | |
| 08 | Victoria | ~300K | 0.44× |
The strongest cross-interests of the Life insurance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Insurance policy | Business & Career | 8.17× | ||
| 02 | Pension | Business & Career | 4.57× | ||
| 03 | Retirement community | Kids & Family | 4.05× | ||
| 04 | Security (finance) | Business & Career | 3.65× | ||
| 05 | Retirement | Business & Career | 3.54× | ||
| 06 | Arthritis awareness | Health | 3.53× | ||
| 07 | River cruise | Travel & Leisure | 3.32× | ||
| 08 | Retirement planning | Business & Career | 3.23× | ||
| 09 | Old age | Politics & Society | 3.12× | ||
| 10 | Home insurance | Business & Career | 3.08× | ||
| 11 | Origin Energy | Home & Garden | 2.56× | ||
| 12 | Solar power | Home & Garden | 2.33× | ||
| 13 | Health insurance | Business & Career | 2.21× | ||
| 14 | Xero (software) | Brand | 2.04× | ||
| 15 | Insurance | Business & Career | 1.83× | ||
| 16 | Investor | Business & Career | 1.69× | ||
| 17 | Breaking news | Movies & TV | 1.64× | ||
| 18 | Financial services | Business & Career | 1.60× | ||
| 19 | Webjet | Travel & Leisure | 1.58× | ||
| 20 | National Australia Bank | Business & Career | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.45× | |
| Family Orientation | CONSERVATISM | 1.25× | |
| DIY Mentality | THRILL | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.58× | |
| Early Adopter Mentality | POWER | 0.60× | |
| Extroversion | THRILL | 0.70× |
Life insurance has an estimated audience of 1,921,977 people in Australia, concentrated in New South Wales and Victoria.
58.6% of Life insurance fans are female, 41.4% are male, with an average age of 49.0 years.
Life insurance fans show strongest brand affinity for Insurance policy (8.17×), Pension (4.57×), and Retirement community (4.05×) over the country average.
Life insurance fans in Australia are most concentrated in New South Wales (reach ~1.5M), Victoria (reach ~300K), and Queensland (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Life insurance itself, the audience over-indexes on Pension (4.57×), Retirement community (4.05×), Retirement (3.54×), and Old age (3.12×) 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 Life insurance. 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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