A data profile of the people who buy, follow and care about Lottery in Australia — modelled from more than twelve digital signal sources. Lottery has an estimated audience of 2,627,222 people in Australia.
The average Lottery fan in Australia is 45.3 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Western Australia.
Top brand affinities include Powerball, Oz Lotto, NSW Lotteries, with strongest over-indexing on Powerball (4.4× the country average).
Demographically, the Lottery audience skews balanced with an average age of 45.3, and over-indexes on personality traits such as Quality Awareness, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Lottery fan in Australia is balanced, around 45.3 years old, with strong Quality Awareness tendencies and a notable affinity for Powerball.
The key figures that characterise the Lottery profile in Australia.
54.9% are female, 45.1% are male, average age 45.3.
| Metric | Value |
|---|---|
| Female | 54.9% |
| Male | 45.1% |
| Average age | 45.3 |
| Estimated audience size | 2,627,222 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 35% |
of the worldwide Lottery audience comes from Australia.
| Country | Share |
|---|---|
| Japan | 14.8% |
| United States | 12.3% |
| Dominican Republic | 9.4% |
Where the Lottery audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Western Australia | ~500K | 1.67× | |
| 02 | Northern Territory | ~30K | 1.16× | |
| 03 | New South Wales | ~1M | 1.01× | |
| 04 | South Australia | ~200K | 1.00× | |
| 05 | Australian Capital Territory | ~50K | 0.84× | |
| 06 | Queensland | ~500K | 0.83× | |
| 07 | Tasmania | ~40K | 0.79× | |
| 08 | Victoria | ~600K | 0.73× |
The strongest cross-interests of the Lottery audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Gold bar | Business & Career | 5.11× | ||
| 02 | Oz Lotto | Games | 4.95× | ||
| 03 | NSW Lotteries | Games | 4.59× | ||
| 04 | Powerball | Games | 4.40× | ||
| 05 | Golden Casket | Games | 4.31× | ||
| 06 | RSL Art Union | Games | 4.25× | ||
| 07 | Lotterywest | Games | 2.74× | ||
| 08 | Retirement planning | Business & Career | 2.11× | ||
| 09 | Retirement community | Kids & Family | 2.08× | ||
| 10 | Motorhome | Cars & Mobility | 2.04× | ||
| 11 | Home construction | Home & Garden | 1.78× | ||
| 12 | Starter home | Home & Garden | 1.75× | ||
| 13 | Spotlight (software) | Technology & Electronics | 1.66× | ||
| 14 | Household | Home & Garden | 1.60× | ||
| 15 | Webjet | Travel & Leisure | 1.56× | ||
| 16 | Living room | Home & Garden | 1.55× | ||
| 17 | Bedroom | Home & Garden | 1.54× | ||
| 18 | Home repair | Home & Garden | 1.52× | ||
| 19 | Real property | Home & Garden | 1.51× | ||
| 20 | Mortgage loans | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.44× | |
| Family Orientation | CONSERVATISM | 1.30× | |
| Price Sensitivity | PREMIUM | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.76× | |
| Mindfulness | BALANCE | 0.78× | |
| Risk Appetite | THRILL | 0.79× |
Lottery has an estimated audience of 2,627,222 people in Australia, concentrated in New South Wales and Victoria.
54.9% of Lottery fans are female, 45.1% are male, with an average age of 45.3 years.
Lottery fans show strongest brand affinity for Powerball (4.4×), Oz Lotto (4.95×), and NSW Lotteries (4.59×) over the country average.
Lottery fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~600K), and Western Australia (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Lottery itself, the audience over-indexes on Oz Lotto (4.95×), NSW Lotteries (4.59×), Spotlight (software) (1.66×), and Home construction (1.78×) 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 Lottery. 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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