A data profile of the people who buy, follow and care about National Australia Bank in Australia — modelled from more than twelve digital signal sources. National Australia Bank has an estimated audience of 6,264,629 people in Australia.
The average National Australia Bank fan in Australia is 41.6 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include The Good Guys (2010 TV series), Commonwealth Bank, Westpac, with strongest over-indexing on The Good Guys (2010 TV series) (7.57× the country average).
Demographically, the National Australia Bank audience skews balanced with an average age of 41.6, and over-indexes on personality traits such as Career Orientation, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical National Australia Bank fan in Australia is balanced, around 41.6 years old, with strong Career Orientation tendencies and a notable affinity for The Good Guys (2010 TV series).
The key figures that characterise the National Australia Bank profile in Australia.
49.5% are female, 50.5% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 49.5% |
| Male | 50.5% |
| Average age | 41.6 |
| Estimated audience size | 6,264,629 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 19% | |
| 50+ | 28% |
of the worldwide National Australia Bank audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 76.6% |
| United States | 4.9% |
| China | 3.2% |
Where the National Australia Bank audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~2M | 1.22× | |
| 02 | Northern Territory | ~70K | 1.15× | |
| 03 | Western Australia | ~800K | 1.04× | |
| 04 | Victoria | ~2M | 1.03× | |
| 05 | New South Wales | ~2M | 0.98× | |
| 06 | South Australia | ~500K | 0.96× | |
| 07 | Australian Capital Territory | ~100K | 0.83× | |
| 08 | Tasmania | ~100K | 0.78× |
The strongest cross-interests of the National Australia Bank audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kawasaki, Kanagawa | Travel & Leisure | 18.22× | ||
| 02 | Marvels | Literature | 12.61× | ||
| 03 | The Brady Bunch | Movies & TV | 11.90× | ||
| 04 | Bank of Melbourne (1989) | Business & Career | 9.37× | ||
| 05 | The Good Guys (2010 TV series) | Movies & TV | 7.57× | ||
| 06 | Bankwest | Business & Career | 6.42× | ||
| 07 | St.George Bank | Business & Career | 4.95× | ||
| 08 | Commonwealth Bank | Business & Career | 4.64× | ||
| 09 | Westpac | Business & Career | 4.17× | ||
| 10 | Consultant | Business & Career | 3.42× | ||
| 11 | Breakfast television | Movies & TV | 3.11× | ||
| 12 | Asset | Business & Career | 3.00× | ||
| 13 | Bureau of Meteorology | Home & Garden | 2.68× | ||
| 14 | Australia Post | Business & Career | 2.05× | ||
| 15 | BP | Cars & Mobility | 1.75× | ||
| 16 | Virgin Australia | Music & Radio | 1.71× | ||
| 17 | Compass | Business & Career | 1.71× | ||
| 18 | Price | Shopping | 1.69× | ||
| 19 | Banking | Business & Career | 1.59× | ||
| 20 | JB Hi-Fi | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 2.58× | |
| Need for Security | CONSERVATISM | 1.29× | |
| Community Orientation | OPEN | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 1.00× | |
| Creativity | OPEN | 1.03× | |
| Extroversion | THRILL | 1.03× |
National Australia Bank's target market in Australia covers an estimated 6,264,629 people, concentrated in New South Wales and Victoria.
49.5% of the National Australia Bank audience are female, 50.5% are male, with an average age of 41.6 years.
National Australia Bank fans show strongest brand affinity for The Good Guys (2010 TV series) (7.57×), Commonwealth Bank (4.64×), and Westpac (4.17×) over the country average.
National Australia Bank fans in Australia are most concentrated in New South Wales (reach ~2M), Victoria (reach ~2M), and Queensland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond National Australia Bank itself, the audience over-indexes on Commonwealth Bank (4.64×), Westpac (4.17×), Bank of Melbourne (1989) (9.37×), and St.George Bank (4.95×) 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 National Australia Bank. 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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