A data profile of the people who buy, follow and care about NRMA in Australia — modelled from more than twelve digital signal sources. NRMA has an estimated audience of 1,887,433 people in Australia.
NRMA has an estimated audience of 1,887,433 people in Australia. 64.8% are female, 35.2% are male, average age 47.1. Top brand affinities: Google Flights, Aldi, Insurance, Australia Post, Discount stores.
Top brand affinities include Google Flights, Aldi, Insurance, with strongest over-indexing on Google Flights (4.38× the country average).
Demographically, the NRMA audience skews more female with an average age of 47.1, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.
The typical NRMA fan in Australia is more female, around 47.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Google Flights.
The key figures that characterise the NRMA profile in Australia.
64.8% are female, 35.2% are male, average age 47.1.
| Metric | Value |
|---|---|
| Female | 64.8% |
| Male | 35.2% |
| Average age | 47.1 |
| Estimated audience size | 1,887,433 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 12% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 41% |
of the worldwide NRMA audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 99.0% |
| United States | 0.8% |
| Germany | 0.2% |
The strongest cross-interests of the NRMA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sofía Vergara | Movies & TV | 6.92× | ||
| 02 | Google Flights | Travel & Leisure | 4.38× | ||
| 03 | Microwave oven | Home & Garden | 2.27× | ||
| 04 | Sustainable energy | Home & Garden | 2.12× | ||
| 05 | Vehicle insurance | Cars & Mobility | 2.03× | ||
| 06 | Wikipedia | Internet & Social Media | 1.94× | ||
| 07 | Non-alcoholic beverage | Food & Beverages | 1.94× | ||
| 08 | Zoo | Kids & Family | 1.91× | ||
| 09 | Discount stores | Shopping | 1.87× | ||
| 10 | Aldi | Shopping | 1.86× | ||
| 11 | Local news | News | 1.83× | ||
| 12 | Rail transport | Travel & Leisure | 1.79× | ||
| 13 | Insurance | Business & Career | 1.74× | ||
| 14 | Innovation | Business & Career | 1.73× | ||
| 15 | Museum | Arts & Culture | 1.64× | ||
| 16 | Renewable energy | Business & Career | 1.64× | ||
| 17 | Nonprofit organization | Politics & Society | 1.59× | ||
| 18 | Charitable organization | Politics & Society | 1.59× | ||
| 19 | Australia Post | Business & Career | 1.52× | ||
| 20 | Refrigerator | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.61× | |
| Quality Awareness | PREMIUM | 1.57× | |
| Tradition | CONSERVATISM | 1.41× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.65× | |
| Pet Ownership | JOY | 0.80× | |
| Early Adopter Mentality | POWER | 0.84× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for NRMA. 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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