A data profile of the people who buy, follow and care about Mercedes-Benz in Australia — modelled from more than twelve digital signal sources. Mercedes-Benz has an estimated audience of 2,152,651 people in Australia.
The average Mercedes-Benz fan in Australia is 41.4 years old, more male, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include Automobiles, Price, Used car, with strongest over-indexing on Automobiles (1.55× the country average).
Demographically, the Mercedes-Benz audience skews more male with an average age of 41.4, and over-indexes on personality traits such as Luxury Orientation, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Mercedes-Benz fan in Australia is more male, around 41.4 years old, with strong Luxury Orientation tendencies and a notable affinity for Automobiles.
The key figures that characterise the Mercedes-Benz profile in Australia.
36.7% are female, 63.3% are male, average age 41.4.
| Metric | Value |
|---|---|
| Female | 36.7% |
| Male | 63.3% |
| Average age | 41.4 |
| Estimated audience size | 2,152,651 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 27% |
of the worldwide Mercedes-Benz audience comes from Australia.
| Country | Share |
|---|---|
| United States | 17.0% |
| Germany | 6.7% |
| Italy | 5.6% |
Where the Mercedes-Benz audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~1M | 1.59× | |
| 02 | South Australia | ~200K | 1.18× | |
| 03 | Australian Capital Territory | ~50K | 1.04× | |
| 04 | Queensland | ~500K | 1.02× | |
| 05 | New South Wales | ~700K | 0.95× | |
| 06 | Western Australia | ~200K | 0.87× | |
| 07 | Northern Territory | ~20K | 0.77× | |
| 08 | Tasmania | ~30K | 0.68× |
The strongest cross-interests of the Mercedes-Benz audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Certified Pre-Owned | Cars & Mobility | 3.86× | ||
| 02 | Polishing | Home & Garden | 2.53× | ||
| 03 | Porsche | Cars & Mobility | 2.21× | ||
| 04 | Used car | Cars & Mobility | 2.09× | ||
| 05 | Car dealership | Cars & Mobility | 2.09× | ||
| 06 | BMW | Cars & Mobility | 2.01× | ||
| 07 | Oscar Piastri | Sports | 2.01× | ||
| 08 | Engine | Cars & Mobility | 1.91× | ||
| 09 | Cars (film) | Movies & TV | 1.78× | ||
| 10 | Driving | Cars & Mobility | 1.77× | ||
| 11 | Road | Travel & Leisure | 1.76× | ||
| 12 | Supercheap Auto | Cars & Mobility | 1.75× | ||
| 13 | Price | Shopping | 1.70× | ||
| 14 | SUVs | Cars & Mobility | 1.70× | ||
| 15 | Formula One | Sports | 1.68× | ||
| 16 | Building | Home & Garden | 1.62× | ||
| 17 | Motor vehicle | Cars & Mobility | 1.60× | ||
| 18 | Trucks | Cars & Mobility | 1.58× | ||
| 19 | Automobiles | Cars & Mobility | 1.55× | ||
| 20 | Wheel | Cars & Mobility | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 1.41× | |
| Quality Awareness | PREMIUM | 1.33× | |
| Need for Security | CONSERVATISM | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.74× | |
| Creativity | OPEN | 0.83× | |
| Extroversion | THRILL | 0.83× |
Mercedes-Benz's target market in Australia covers an estimated 2,152,651 people, concentrated in Victoria and New South Wales.
36.7% of the Mercedes-Benz audience are female, 63.3% are male, with an average age of 41.4 years.
Mercedes-Benz fans show strongest brand affinity for Automobiles (1.55×), Price (1.7×), and Used car (2.09×) over the country average.
Mercedes-Benz fans in Australia are most concentrated in Victoria (reach ~1M), New South Wales (reach ~700K), and Queensland (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Mercedes-Benz itself, the audience over-indexes on Price (1.7×), Used car (2.09×), Road (1.76×), and Motor vehicle (1.6×) 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 Mercedes-Benz. 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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