A data profile of the people who buy, follow and care about Mattress in Australia — modelled from more than twelve digital signal sources. Mattress has an estimated audience of 4,349,512 people in Australia.
The average Mattress fan in Australia is 44.5 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 Bed, Bedroom, Bedding, with strongest over-indexing on Bed (1.71× the country average).
Demographically, the Mattress audience skews more female with an average age of 44.5, and over-indexes on personality traits such as Price Sensitivity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Mattress fan in Australia is more female, around 44.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Bed.
The key figures that characterise the Mattress profile in Australia.
68.3% are female, 31.7% are male, average age 44.5.
| Metric | Value |
|---|---|
| Female | 68.3% |
| Male | 31.7% |
| Average age | 44.5 |
| Estimated audience size | 4,349,512 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Mattress audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.6% |
| Japan | 7.8% |
| United Kingdom | 4.5% |
Where the Mattress audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~1M | 1.07× | |
| 02 | Northern Territory | ~40K | 1.05× | |
| 03 | Victoria | ~1.5M | 1.04× | |
| 04 | Tasmania | ~90K | 0.98× | |
| 05 | New South Wales | ~1.5M | 0.97× | |
| 06 | Western Australia | ~500K | 0.96× | |
| 07 | South Australia | ~300K | 0.96× | |
| 08 | Australian Capital Territory | ~90K | 0.96× |
The strongest cross-interests of the Mattress audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bed frame | Home & Garden | 2.57× | ||
| 02 | Sofa bed | Home & Garden | 2.50× | ||
| 03 | Memory foam | Home & Garden | 2.49× | ||
| 04 | Futon | Home & Garden | 2.31× | ||
| 05 | Coffee table | Food & Beverages | 2.14× | ||
| 06 | Bed sheet | Home & Garden | 2.10× | ||
| 07 | Pillow | Home & Garden | 2.08× | ||
| 08 | Bedroom furniture | Home & Garden | 1.89× | ||
| 09 | West Elm | Home & Garden | 1.85× | ||
| 10 | Bedding | Home & Garden | 1.84× | ||
| 11 | Quilt | Home & Garden | 1.83× | ||
| 12 | Bedroom | Home & Garden | 1.82× | ||
| 13 | Cushion | Home & Garden | 1.76× | ||
| 14 | Bed | Home & Garden | 1.71× | ||
| 15 | Chair | Home & Garden | 1.70× | ||
| 16 | Table (furniture) | Home & Garden | 1.70× | ||
| 17 | Dining room | Home & Garden | 1.69× | ||
| 18 | Living room | Home & Garden | 1.62× | ||
| 19 | Couch | Home & Garden | 1.53× | ||
| 20 | Linen | Fashion & Accessoires | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.21× | |
| Design Affinity | PREMIUM | 1.19× | |
| Creativity | OPEN | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.90× | |
| Urban Lifestyle | OPEN | 0.93× | |
| Patriotism | CONSERVATISM | 0.93× |
Mattress has an estimated audience of 4,349,512 people in Australia, concentrated in New South Wales and Victoria.
68.3% of Mattress fans are female, 31.7% are male, with an average age of 44.5 years.
Mattress fans show strongest brand affinity for Bed (1.71×), Bedroom (1.82×), and Bedding (1.84×) over the country average.
Mattress fans in Australia are most concentrated in New South Wales (reach ~1.5M), Victoria (reach ~1.5M), and Queensland (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Mattress itself, the audience over-indexes on Bedroom (1.82×), Bedding (1.84×), Chair (1.7×), and Bed frame (2.57×) 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 Mattress. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.