A data profile of the people who buy, follow and care about Mother's Day in Australia — modelled from more than twelve digital signal sources. Mother's Day has an estimated audience of 3,891,755 people in Australia.
The average Mother's Day fan in Australia is 44.6 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Father's Day, Baby Bunting, Childbirth, with strongest over-indexing on Father's Day (2.36× the country average).
Demographically, the Mother's Day audience skews more female with an average age of 44.6, and over-indexes on personality traits such as Design Affinity, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Mother's Day fan in Australia is more female, around 44.6 years old, with strong Design Affinity tendencies and a notable affinity for Father's Day.
The key figures that characterise the Mother's Day profile in Australia.
78.3% are female, 21.7% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 78.3% |
| Male | 21.7% |
| Average age | 44.6 |
| Estimated audience size | 3,891,755 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 33% |
of the worldwide Mother's Day audience comes from Australia.
| Country | Share |
|---|---|
| United States | 32.4% |
| United Kingdom | 6.0% |
| Italy | 5.3% |
Where the Mother's Day audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~1M | 1.07× | |
| 02 | New South Wales | ~1.5M | 1.06× | |
| 03 | Victoria | ~1M | 1.05× | |
| 04 | Western Australia | ~500K | 1.03× | |
| 05 | South Australia | ~300K | 1.03× | |
| 06 | Australian Capital Territory | ~80K | 0.93× | |
| 07 | Northern Territory | ~30K | 0.93× | |
| 08 | Tasmania | ~80K | 0.91× |
The strongest cross-interests of the Mother's Day audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Father's Day | Kids & Family | 2.36× | ||
| 02 | Unique Gifts | Shopping | 2.13× | ||
| 03 | Baby Bunting | Kids & Family | 1.88× | ||
| 04 | Child development | Business & Career | 1.88× | ||
| 05 | Gift shop | Home & Garden | 1.78× | ||
| 06 | Forever New | Fashion & Accessoires | 1.78× | ||
| 07 | Adairs | Home & Garden | 1.73× | ||
| 08 | Woolworth | Shopping | 1.73× | ||
| 09 | Breastfeeding | Kids & Family | 1.73× | ||
| 10 | lorna jane | Fashion & Accessoires | 1.71× | ||
| 11 | Handmade | Home & Garden | 1.71× | ||
| 12 | Primary education | Kids & Family | 1.65× | ||
| 13 | Childbirth | Kids & Family | 1.63× | ||
| 14 | Baby food | Kids & Family | 1.62× | ||
| 15 | Wedding cake | Food & Beverages | 1.61× | ||
| 16 | Infant clothing | Kids & Family | 1.59× | ||
| 17 | Leggings | Fashion & Accessoires | 1.58× | ||
| 18 | AliExpress | Shopping | 1.55× | ||
| 19 | Sportsgirl | Fashion & Accessoires | 1.55× | ||
| 20 | Doll | Kids & Family | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.28× | |
| Price Sensitivity | PREMIUM | 1.21× | |
| Creativity | OPEN | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.83× | |
| Risk Appetite | THRILL | 0.84× | |
| Patriotism | CONSERVATISM | 0.84× |
Mother's Day has an estimated audience of 3,891,755 people in Australia, concentrated in New South Wales and Victoria.
78.3% of Mother's Day fans are female, 21.7% are male, with an average age of 44.6 years.
Mother's Day fans show strongest brand affinity for Father's Day (2.36×), Baby Bunting (1.88×), and Childbirth (1.63×) over the country average.
Mother's Day fans in Australia are most concentrated in New South Wales (reach ~1.5M), Victoria (reach ~1M), and Queensland (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Mother's Day itself, the audience over-indexes on Baby Bunting (1.88×), Childbirth (1.63×), Adairs (1.73×), and Woolworth (1.73×) 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 Mother's Day. 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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