A data profile of the people who buy, follow and care about Museum in Australia — modelled from more than twelve digital signal sources. Museum has an estimated audience of 3,867,371 people in Australia.
The average Museum fan in Australia is 46.2 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 Art exhibition, Spotlights, Art museum, with strongest over-indexing on Art exhibition (3.98× the country average).
Demographically, the Museum audience skews more female with an average age of 46.2, and over-indexes on personality traits such as Community Orientation, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Museum fan in Australia is more female, around 46.2 years old, with strong Community Orientation tendencies and a notable affinity for Art exhibition.
The key figures that characterise the Museum profile in Australia.
60.5% are female, 39.5% are male, average age 46.2.
| Metric | Value |
|---|---|
| Female | 60.5% |
| Male | 39.5% |
| Average age | 46.2 |
| Estimated audience size | 3,867,371 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 14% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 40% |
of the worldwide Museum audience comes from Australia.
| Country | Share |
|---|---|
| United States | 18.4% |
| Japan | 9.1% |
| China | 6.6% |
Where the Museum audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~100K | 1.38× | |
| 02 | New South Wales | ~2M | 1.31× | |
| 03 | Northern Territory | ~50K | 1.31× | |
| 04 | Australian Capital Territory | ~90K | 1.09× | |
| 05 | Western Australia | ~400K | 0.78× | |
| 06 | Queensland | ~600K | 0.71× | |
| 07 | South Australia | ~200K | 0.71× | |
| 08 | Victoria | ~800K | 0.68× |
The strongest cross-interests of the Museum audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Art dealer | Arts & Culture | 6.77× | ||
| 02 | Exhibition | Arts & Culture | 5.30× | ||
| 03 | Museology | Politics & Society | 4.71× | ||
| 04 | Contemporary art gallery | Arts & Culture | 4.25× | ||
| 05 | Art exhibition | Arts & Culture | 3.98× | ||
| 06 | Abstract art | Arts & Culture | 3.55× | ||
| 07 | Oil painting | Arts & Culture | 3.18× | ||
| 08 | Art museum | Arts & Culture | 2.53× | ||
| 09 | Watercolor painting | Arts & Culture | 2.45× | ||
| 10 | Contemporary art | Arts & Culture | 2.22× | ||
| 11 | Fine art | Business & Career | 2.04× | ||
| 12 | Modern art | Arts & Culture | 2.03× | ||
| 13 | Guardian Australia | News | 1.88× | ||
| 14 | Boho-chic | Fashion & Accessoires | 1.81× | ||
| 15 | Charity and causes | Business & Career | 1.70× | ||
| 16 | Anthony Albanese | Politics & Society | 1.65× | ||
| 17 | Volunteering | Politics & Society | 1.58× | ||
| 18 | Spotlights | Music & Radio | 1.57× | ||
| 19 | Color | Home & Garden | 1.56× | ||
| 20 | Handicraft | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.60× | |
| Design Affinity | PREMIUM | 1.54× | |
| Urban Lifestyle | OPEN | 1.41× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.89× | |
| Sports Activity | POWER | 0.91× | |
| Need for Security | CONSERVATISM | 0.91× |
Museum has an estimated audience of 3,867,371 people in Australia, concentrated in New South Wales and Victoria.
60.5% of Museum fans are female, 39.5% are male, with an average age of 46.2 years.
Museum fans show strongest brand affinity for Art exhibition (3.98×), Spotlights (1.57×), and Art museum (2.53×) over the country average.
Museum fans in Australia are most concentrated in New South Wales (reach ~2M), Victoria (reach ~800K), and Queensland (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Museum itself, the audience over-indexes on Spotlights (1.57×), Art museum (2.53×), Abstract art (3.55×), and Exhibition (5.3×) 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 Museum. 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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