A data profile of the people who buy, follow and care about Malawi in Australia — modelled from more than twelve digital signal sources. Malawi has an estimated audience of 220,128 people in Australia.
Malawi has an estimated audience of 220,128 people in Australia. 62.9% are female, 37.1% are male, average age 45.1. Top brand affinities: Namibia, Mozambique, Wikipedia, Urban Dictionary, Seal.
Top brand affinities include Namibia, Mozambique, Wikipedia, with strongest over-indexing on Namibia (33.47× the country average).
Demographically, the Malawi audience skews more female with an average age of 45.1, and over-indexes on personality traits such as Individualism, Spirituality.
The typical Malawi fan in Australia is more female, around 45.1 years old, with strong Individualism tendencies and a notable affinity for Namibia.
The key figures that characterise the Malawi profile in Australia.
62.9% are female, 37.1% are male, average age 45.1.
| Metric | Value |
|---|---|
| Female | 62.9% |
| Male | 37.1% |
| Average age | 45.1 |
| Estimated audience size | 220,128 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 14% | |
| 30-39 | 16% | |
| 40-49 | 23% | |
| 50+ | 36% |
of the worldwide Malawi audience comes from Australia.
| Country | Share |
|---|---|
| United States | 15.3% |
| Zambia | 10.3% |
| South Africa | 9.1% |
The strongest cross-interests of the Malawi audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Namibia | Travel & Leisure | 33.47× | ||
| 02 | Mozambique | Travel & Leisure | 20.07× | ||
| 03 | Seal | Music & Radio | 14.80× | ||
| 04 | Urban Dictionary | Internet & Social Media | 9.52× | ||
| 05 | Olivia Colman | Movies & TV | 4.17× | ||
| 06 | Emma Thompson | Movies & TV | 4.17× | ||
| 07 | Audrey Hepburn | Movies & TV | 4.17× | ||
| 08 | Cape Town | Travel & Leisure | 4.07× | ||
| 09 | Julie Andrews | Movies & TV | 3.74× | ||
| 10 | Johannesburg | Travel & Leisure | 3.56× | ||
| 11 | North Korea | Travel & Leisure | 3.44× | ||
| 12 | Wikipedia | Internet & Social Media | 3.03× | ||
| 13 | Public security | Politics & Society | 2.35× | ||
| 14 | Nicole Kidman | Movies & TV | 2.13× | ||
| 15 | Window blind | Home & Garden | 2.02× | ||
| 16 | ABC | Movies & TV | 1.86× | ||
| 17 | Microwave oven | Home & Garden | 1.82× | ||
| 18 | UEFA Champions League | Sports | 1.79× | ||
| 19 | Apple TV | Movies & TV | 1.69× | ||
| 20 | FIFA World Cup | Sports | 1.64× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.36× | |
| Spirituality | BALANCE | 1.33× | |
| Convenience Orientation | PREMIUM | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.70× | |
| Creativity | OPEN | 0.81× | |
| DIY Mentality | THRILL | 0.83× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Malawi. 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.
Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.
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