A data profile of the people who buy, follow and care about McDonald's in Australia — modelled from more than twelve digital signal sources. McDonald's has an estimated audience of 6,152,538 people in Australia.
The average McDonald's fan in Australia is 37.4 years old, balanced, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include KFC, Fast food, Subway, with strongest over-indexing on KFC (1.91× the country average).
Demographically, the McDonald's audience skews balanced with an average age of 37.4, 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 McDonald's fan in Australia is balanced, around 37.4 years old, with strong Need for Security tendencies and a notable affinity for KFC.
The key figures that characterise the McDonald's profile in Australia.
53.3% are female, 46.7% are male, average age 37.4.
| Metric | Value |
|---|---|
| Female | 53.3% |
| Male | 46.7% |
| Average age | 37.4 |
| Estimated audience size | 6,152,538 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 23% | |
| 30-39 | 19% | |
| 40-49 | 19% | |
| 50+ | 17% |
of the worldwide McDonald's audience comes from Australia.
| Country | Share |
|---|---|
| United States | 24.3% |
| Italy | 4.8% |
| Germany | 4.7% |
Where the McDonald's audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Australian Capital Territory | ~200K | 1.60× | |
| 02 | Victoria | ~2.5M | 1.29× | |
| 03 | Queensland | ~1.5M | 1.14× | |
| 04 | South Australia | ~500K | 1.05× | |
| 05 | Western Australia | ~700K | 0.93× | |
| 06 | New South Wales | ~2M | 0.88× | |
| 07 | Tasmania | ~80K | 0.57× | |
| 08 | Northern Territory | ~30K | 0.56× |
The strongest cross-interests of the McDonald's audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wendy's | Food & Beverages | 2.71× | ||
| 02 | The Economist | Business & Career | 2.52× | ||
| 03 | Burger King | Food & Beverages | 2.43× | ||
| 04 | French fries | Food & Beverages | 2.23× | ||
| 05 | Starbucks | Food & Beverages | 2.20× | ||
| 06 | Walmart | Shopping | 2.16× | ||
| 07 | KFC | Food & Beverages | 1.91× | ||
| 08 | Hungry Jack's | Food & Beverages | 1.90× | ||
| 09 | Red Rooster | Food & Beverages | 1.84× | ||
| 10 | Subway | Food & Beverages | 1.72× | ||
| 11 | Pizza Hut | Food & Beverages | 1.72× | ||
| 12 | Fast food | Food & Beverages | 1.66× | ||
| 13 | Domino's Pizza | Food & Beverages | 1.66× | ||
| 14 | Fried chicken | Food & Beverages | 1.59× | ||
| 15 | Hamburger | Food & Beverages | 1.58× | ||
| 16 | Oporto (restaurant) | Food & Beverages | 1.53× | ||
| 17 | 7-Eleven | Shopping | 1.52× | ||
| 18 | Chicken (food) | Food & Beverages | 1.52× | ||
| 19 | EB Games | Games | 1.51× | ||
| 20 | Bacon | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.12× | |
| Family Orientation | CONSERVATISM | 1.08× | |
| Price Sensitivity | PREMIUM | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.60× | |
| Luxury Orientation | PREMIUM | 0.69× | |
| Mindfulness | BALANCE | 0.73× |
McDonald's's target market in Australia covers an estimated 6,152,538 people, concentrated in Victoria and New South Wales.
53.3% of the McDonald's audience are female, 46.7% are male, with an average age of 37.4 years.
McDonald's fans show strongest brand affinity for KFC (1.91×), Fast food (1.66×), and Subway (1.72×) over the country average.
McDonald's fans in Australia are most concentrated in Victoria (reach ~2.5M), New South Wales (reach ~2M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond McDonald's itself, the audience over-indexes on Fast food (1.66×), Subway (1.72×), 7-Eleven (1.52×), and Pizza Hut (1.72×) 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 McDonald's. 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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