A data profile of the people who buy, follow and care about Mobile phones in Australia — modelled from more than twelve digital signal sources. Mobile phones has an estimated audience of 9,470,325 people in Australia.
The average Mobile phones fan in Australia is 42.7 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Smartphones, Lycamobile, Hangman (game), with strongest over-indexing on Smartphones (1.52× the country average).
Demographically, the Mobile phones audience skews balanced with an average age of 42.7, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 6 brand affinities and 8 regions tracked by Rascasse.
The typical Mobile phones fan in Australia is balanced, around 42.7 years old, with strong Price Sensitivity tendencies and a notable affinity for Smartphones.
The key figures that characterise the Mobile phones profile in Australia.
53.1% are female, 46.9% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 53.1% |
| Male | 46.9% |
| Average age | 42.7 |
| Estimated audience size | 9,470,325 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide Mobile phones audience comes from Australia.
| Country | Share |
|---|---|
| United States | 18.3% |
| India | 5.3% |
| Brazil | 4.9% |
Where the Mobile phones audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~200K | 1.16× | |
| 02 | Queensland | ~2.5M | 1.15× | |
| 03 | South Australia | ~800K | 1.09× | |
| 04 | Western Australia | ~1M | 0.99× | |
| 05 | Northern Territory | ~80K | 0.96× | |
| 06 | New South Wales | ~3M | 0.92× | |
| 07 | Victoria | ~2.5M | 0.91× | |
| 08 | Australian Capital Territory | ~200K | 0.85× |
The strongest cross-interests of the Mobile phones audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lycamobile | Technology & Electronics | 1.53× | ||
| 02 | Erlang (programming language) | Technology & Electronics | 1.53× | ||
| 03 | Smartphones | Technology & Electronics | 1.52× | ||
| 04 | Hangman (game) | Games | 1.51× | ||
| 05 | Virgin Mobile | Technology & Electronics | 1.51× | ||
| 06 | AMC Networks | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.09× | |
| Creativity | OPEN | 1.05× | |
| Mindfulness | BALANCE | 1.03× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.87× | |
| Luxury Orientation | PREMIUM | 0.88× | |
| Design Affinity | PREMIUM | 0.88× |
Mobile phones has an estimated audience of 9,470,325 people in Australia, concentrated in New South Wales and Victoria.
53.1% of Mobile phones fans are female, 46.9% are male, with an average age of 42.7 years.
Mobile phones fans show strongest brand affinity for Smartphones (1.52×), Lycamobile (1.53×), and Hangman (game) (1.51×) over the country average.
Mobile phones fans in Australia are most concentrated in New South Wales (reach ~3M), Victoria (reach ~2.5M), and Queensland (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Mobile phones itself, the audience over-indexes on Lycamobile (1.53×), Hangman (game) (1.51×), Erlang (programming language) (1.53×), and Virgin Mobile (1.51×) 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 Mobile phones. 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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