A data profile of the people who buy, follow and care about Nature in Australia — modelled from more than twelve digital signal sources. Nature has an estimated audience of 10,136,026 people in Australia.
The average Nature fan in Australia is 44.3 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Demographically, the Nature audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Community Orientation, DIY Mentality.
The key figures that characterise the Nature profile in Australia.
58.6% are female, 41.4% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 58.6% |
| Male | 41.4% |
| Average age | 44.3 |
| Estimated audience size | 10,136,026 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 34% |
of the worldwide Nature audience comes from Australia.
| Country | Share |
|---|---|
| United States | 18.6% |
| Italy | 5.1% |
| Brazil | 4.7% |
Where the Nature audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South Australia | ~900K | 1.16× | |
| 02 | Victoria | ~3.5M | 1.13× | |
| 03 | Australian Capital Territory | ~200K | 1.10× | |
| 04 | New South Wales | ~3.5M | 1.00× | |
| 05 | Queensland | ~2.5M | 0.98× | |
| 06 | Western Australia | ~1M | 0.96× | |
| 07 | Tasmania | ~200K | 0.92× | |
| 08 | Northern Territory | ~80K | 0.86× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.09× | |
| DIY Mentality | THRILL | 1.09× | |
| Mindfulness | BALANCE | 1.08× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.81× | |
| Pet Ownership | JOY | 0.84× | |
| Early Adopter Mentality | POWER | 0.85× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Nature. 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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