A data profile of the people who buy, follow and care about Nightlife in Australia — modelled from more than twelve digital signal sources. Nightlife has an estimated audience of 2,244,943 people in Australia.
The average Nightlife fan in Australia is 41.3 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Queensland, Victoria.
Top brand affinities include White wine, Red wine, Drinking, with strongest over-indexing on White wine (7.39× the country average).
Demographically, the Nightlife audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Indulgence, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Nightlife fan in Australia is more female, around 41.3 years old, with strong Indulgence tendencies and a notable affinity for White wine.
The key figures that characterise the Nightlife profile in Australia.
55.4% are female, 44.6% are male, average age 41.3.
| Metric | Value |
|---|---|
| Female | 55.4% |
| Male | 44.6% |
| Average age | 41.3 |
| Estimated audience size | 2,244,943 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 23% | |
| 30-39 | 20% | |
| 40-49 | 20% | |
| 50+ | 25% |
of the worldwide Nightlife audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.7% |
| Italy | 6.2% |
| Brazil | 5.2% |
Where the Nightlife audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~30K | 1.22× | |
| 02 | Queensland | ~600K | 1.18× | |
| 03 | New South Wales | ~800K | 1.05× | |
| 04 | Western Australia | ~200K | 0.93× | |
| 05 | Tasmania | ~50K | 0.93× | |
| 06 | Australian Capital Territory | ~40K | 0.93× | |
| 07 | South Australia | ~100K | 0.82× | |
| 08 | Victoria | ~500K | 0.77× |
The strongest cross-interests of the Nightlife audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Italian wine | Food & Beverages | 8.13× | ||
| 02 | French wine | Food & Beverages | 7.48× | ||
| 03 | White wine | Food & Beverages | 7.39× | ||
| 04 | Veuve Clicquot | Food & Beverages | 7.20× | ||
| 05 | Wine and food matching | Food & Beverages | 6.86× | ||
| 06 | Red wine | Food & Beverages | 6.38× | ||
| 07 | Wine cellar | Food & Beverages | 4.20× | ||
| 08 | Drinking | Food & Beverages | 3.91× | ||
| 09 | Livemusic | Music & Radio | 3.70× | ||
| 10 | Wine tasting | Food & Beverages | 3.61× | ||
| 11 | Wine & Spirits | Food & Beverages | 3.61× | ||
| 12 | Fashion show | Fashion & Accessoires | 3.42× | ||
| 13 | Champagne | Food & Beverages | 2.93× | ||
| 14 | Local food | Food & Beverages | 2.80× | ||
| 15 | Kookai | Fashion & Accessoires | 2.75× | ||
| 16 | Self care | Health | 2.15× | ||
| 17 | Property finder | Home & Garden | 2.06× | ||
| 18 | Kmart | Shopping | 1.57× | ||
| 19 | TikTok | Internet & Social Media | 1.54× | ||
| 20 | FIFA World Cup | Sports | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 2.02× | |
| Early Adopter Mentality | POWER | 1.79× | |
| Quality Awareness | PREMIUM | 1.63× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.67× | |
| Patriotism | CONSERVATISM | 0.69× | |
| Convenience Orientation | PREMIUM | 0.83× |
Nightlife has an estimated audience of 2,244,943 people in Australia, concentrated in New South Wales and Queensland.
55.4% of Nightlife fans are female, 44.6% are male, with an average age of 41.3 years.
Nightlife fans show strongest brand affinity for White wine (7.39×), Red wine (6.38×), and Drinking (3.91×) over the country average.
Nightlife fans in Australia are most concentrated in New South Wales (reach ~800K), Queensland (reach ~600K), and Victoria (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Nightlife itself, the audience over-indexes on Red wine (6.38×), Drinking (3.91×), Livemusic (3.7×), and Wine tasting (3.61×) 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 Nightlife. 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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