A data profile of the people who buy, follow and care about Melbourne in Australia — modelled from more than twelve digital signal sources. Melbourne has an estimated audience of 11,929,268 people in Australia.
The average Melbourne fan in Australia is 42.4 years old, more female, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
The key figures that characterise the Melbourne profile in Australia.
56.6% are female, 43.4% are male, average age 42.4.
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 42.4 |
| Estimated audience size | 11,929,268 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 29% |
of the worldwide Melbourne audience comes from Australia.
| Country | Share |
|---|---|
| United States | 25.5% |
| Australia | 15.8% |
| United Kingdom | 7.6% |
Where the Melbourne audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~6M | 2.82× | |
| 02 | Northern Territory | ~100K | 0.88× | |
| 03 | Australian Capital Territory | ~200K | 0.87× | |
| 04 | Tasmania | ~200K | 0.84× | |
| 05 | South Australia | ~700K | 0.76× | |
| 06 | New South Wales | ~3M | 0.68× | |
| 07 | Queensland | ~2M | 0.62× | |
| 08 | Western Australia | ~800K | 0.55× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Melbourne. 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.