A data profile of the people who buy, follow and care about Mazda in Australia — modelled from more than twelve digital signal sources. Mazda has an estimated audience of 1,967,992 people in Australia.
The average Mazda fan in Australia is 40.9 years old, more male, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Used car, Price, Supercheap Auto, with strongest over-indexing on Used car (2.78× the country average).
Demographically, the Mazda audience skews more male with an average age of 40.9, 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 Mazda fan in Australia is more male, around 40.9 years old, with strong Need for Security tendencies and a notable affinity for Used car.
The key figures that characterise the Mazda profile in Australia.
32.7% are female, 67.3% are male, average age 40.9.
| Metric | Value |
|---|---|
| Female | 32.7% |
| Male | 67.3% |
| Average age | 40.9 |
| Estimated audience size | 1,967,992 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 24% |
of the worldwide Mazda audience comes from Australia.
| Country | Share |
|---|---|
| United States | 15.9% |
| Japan | 8.0% |
| Mexico | 5.5% |
Where the Mazda audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~20K | 1.23× | |
| 02 | Queensland | ~600K | 1.21× | |
| 03 | South Australia | ~200K | 1.07× | |
| 04 | New South Wales | ~700K | 1.00× | |
| 05 | Victoria | ~600K | 1.00× | |
| 06 | Australian Capital Territory | ~40K | 0.91× | |
| 07 | Western Australia | ~200K | 0.81× | |
| 08 | Tasmania | ~30K | 0.77× |
The strongest cross-interests of the Mazda audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mazda CX-5 | Cars & Mobility | 5.16× | ||
| 02 | Used car | Cars & Mobility | 2.78× | ||
| 03 | Tractor | Cars & Mobility | 2.61× | ||
| 04 | Car dealership | Cars & Mobility | 2.58× | ||
| 05 | Repco | Cars & Mobility | 2.56× | ||
| 06 | Supercheap Auto | Cars & Mobility | 2.41× | ||
| 07 | Cash Converters | Business & Career | 2.36× | ||
| 08 | Road | Travel & Leisure | 2.14× | ||
| 09 | Price | Shopping | 1.99× | ||
| 10 | Power tool | Home & Garden | 1.99× | ||
| 11 | Tire | Cars & Mobility | 1.96× | ||
| 12 | Xero (software) | Brand | 1.95× | ||
| 13 | The Good Guys | Home & Garden | 1.85× | ||
| 14 | SUVs | Cars & Mobility | 1.79× | ||
| 15 | Solar energy | Home & Garden | 1.77× | ||
| 16 | Building | Home & Garden | 1.71× | ||
| 17 | BP | Cars & Mobility | 1.66× | ||
| 18 | Home construction | Home & Garden | 1.60× | ||
| 19 | Financial services | Business & Career | 1.59× | ||
| 20 | Automobiles | Cars & Mobility | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.47× | |
| Family Orientation | CONSERVATISM | 1.33× | |
| DIY Mentality | THRILL | 1.12× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.60× | |
| Mindfulness | BALANCE | 0.63× | |
| Creativity | OPEN | 0.76× |
Mazda's target market in Australia covers an estimated 1,967,992 people, concentrated in New South Wales and Victoria.
32.7% of the Mazda audience are female, 67.3% are male, with an average age of 40.9 years.
Mazda fans show strongest brand affinity for Used car (2.78×), Price (1.99×), and Supercheap Auto (2.41×) over the country average.
Mazda fans in Australia are most concentrated in New South Wales (reach ~700K), Victoria (reach ~600K), and Queensland (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Mazda itself, the audience over-indexes on Price (1.99×), Supercheap Auto (2.41×), Repco (2.56×), and Road (2.14×) 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 Mazda. 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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