A data profile of the people who buy, follow and care about New media in Australia — modelled from more than twelve digital signal sources. New media has an estimated audience of 1,935,233 people in Australia.
New media has an estimated audience of 1,935,233 people in Australia. 55.7% are female, 44.3% are male, average age 42.5. Top brand affinities: Wikipedia, Bored Panda, Alexandra Daddario, Jason Momoa, Italo disco.
Top brand affinities include Wikipedia, Bored Panda, Alexandra Daddario, with strongest over-indexing on Wikipedia (3.19× the country average).
Demographically, the New media audience skews more female with an average age of 42.5, and over-indexes on personality traits such as Extroversion, Social Media Usage.
The typical New media fan in Australia is more female, around 42.5 years old, with strong Extroversion tendencies and a notable affinity for Wikipedia.
The key figures that characterise the New media profile in Australia.
55.7% are female, 44.3% are male, average age 42.5.
| Metric | Value |
|---|---|
| Female | 55.7% |
| Male | 44.3% |
| Average age | 42.5 |
| Estimated audience size | 1,935,233 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 17% | |
| 30-39 | 17% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide New media audience comes from Australia.
| Country | Share |
|---|---|
| United States | 28.0% |
| Italy | 8.9% |
| Brazil | 7.0% |
The strongest cross-interests of the New media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Old Testament | Politics & Society | 3.36× | ||
| 02 | Wikipedia | Internet & Social Media | 3.19× | ||
| 03 | Italo disco | Music & Radio | 3.00× | ||
| 04 | Docudrama | Movies & TV | 2.73× | ||
| 05 | Bloodborne | Games | 2.46× | ||
| 06 | Alexandra Daddario | Movies & TV | 2.45× | ||
| 07 | New Testament | Politics & Society | 2.32× | ||
| 08 | Kitchen Nightmares | Movies & TV | 2.20× | ||
| 09 | Jason Momoa | Movies & TV | 2.19× | ||
| 10 | Iberia (airline) | Travel & Leisure | 2.14× | ||
| 11 | Women's basketball | Sports | 1.97× | ||
| 12 | Bored Panda | Internet & Social Media | 1.88× | ||
| 13 | Diplomacy | Politics & Society | 1.85× | ||
| 14 | BrewDog | Food & Beverages | 1.78× | ||
| 15 | Magic Kingdom | Games | 1.69× | ||
| 16 | Gal Gadot | Fashion & Accessoires | 1.67× | ||
| 17 | Pinball | Games | 1.62× | ||
| 18 | Window cleaner | Home & Garden | 1.56× | ||
| 19 | Zara Larsson | Music & Radio | 1.52× | ||
| 20 | Paris Hilton | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 1.49× | |
| Social Media Usage | JOY | 0.75× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.75× | |
| Extroversion | THRILL | 1.49× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for New media. 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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