A data profile of the people who buy, follow and care about London in Australia — modelled from more than twelve digital signal sources. London has an estimated audience of 5,825,503 people in Australia.
The average London fan in Australia is 43.2 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 England, Europe, Hyde Park, with strongest over-indexing on England (2.53× the country average).
Demographically, the London audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Tradition, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical London fan in Australia is more female, around 43.2 years old, with strong Tradition tendencies and a notable affinity for England.
The key figures that characterise the London profile in Australia.
59.0% are female, 41.0% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 59.0% |
| Male | 41.0% |
| Average age | 43.2 |
| Estimated audience size | 5,825,503 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 31% |
of the worldwide London audience comes from Australia.
| Country | Share |
|---|---|
| United States | 18.0% |
| United Kingdom | 17.7% |
| Italy | 3.9% |
Where the London audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~2M | 1.11× | |
| 02 | South Australia | ~500K | 1.09× | |
| 03 | Australian Capital Territory | ~100K | 1.09× | |
| 04 | Western Australia | ~700K | 1.07× | |
| 05 | New South Wales | ~2M | 1.06× | |
| 06 | Queensland | ~1.5M | 1.01× | |
| 07 | Tasmania | ~100K | 0.85× | |
| 08 | Northern Territory | ~40K | 0.81× |
The strongest cross-interests of the London audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Greater London | Travel & Leisure | 3.12× | ||
| 02 | England | Travel & Leisure | 2.53× | ||
| 03 | New Delhi | Travel & Leisure | 2.44× | ||
| 04 | Hyde Park | Music & Radio | 2.25× | ||
| 05 | EartH | Music & Radio | 2.25× | ||
| 06 | ExCel | Music & Radio | 2.25× | ||
| 07 | Punjab, India | Travel & Leisure | 2.08× | ||
| 08 | International English Language Testing System | Business & Career | 1.94× | ||
| 09 | Hindi | Politics & Society | 1.89× | ||
| 10 | Rome | Travel & Leisure | 1.84× | ||
| 11 | Mumbai | Travel & Leisure | 1.79× | ||
| 12 | Scholarship | Kids & Family | 1.75× | ||
| 13 | Cinema of India | Movies & TV | 1.67× | ||
| 14 | Toronto | Travel & Leisure | 1.64× | ||
| 15 | Urdu | Politics & Society | 1.60× | ||
| 16 | Tamil language | Politics & Society | 1.57× | ||
| 17 | Europe | Travel & Leisure | 1.54× | ||
| 18 | Master of Business Administration | Business & Career | 1.54× | ||
| 19 | Zoom (TV channel) | Technology & Electronics | 1.54× | ||
| 20 | Undergraduate education | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.19× | |
| Spirituality | BALANCE | 1.13× | |
| Community Orientation | OPEN | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.96× | |
| Pet Ownership | JOY | 0.96× | |
| Healthy Lifestyle | BALANCE | 0.98× |
London has an estimated audience of 5,825,503 people in Australia, concentrated in New South Wales and Victoria.
59.0% of London fans are female, 41.0% are male, with an average age of 43.2 years.
London fans show strongest brand affinity for England (2.53×), Europe (1.54×), and Hyde Park (2.25×) over the country average.
London fans in Australia are most concentrated in New South Wales (reach ~2M), Victoria (reach ~2M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond London itself, the audience over-indexes on Europe (1.54×), Hyde Park (2.25×), Greater London (3.12×), and EartH (2.25×) 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 London. 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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