A data profile of the people who buy, follow and care about Oceania in Australia — modelled from more than twelve digital signal sources. Oceania has an estimated audience of 13,016,152 people in Australia.
Oceania has an estimated audience of 13,016,152 people in Australia. 55.4% are female, 44.6% are male, average age 43.4. Top brand affinities: WhatsApp, Innovation, Blanket, Malaysia Airlines, Hypermarket.
Top brand affinities include WhatsApp, Innovation, Blanket, with strongest over-indexing on WhatsApp (1.61× the country average).
Demographically, the Oceania audience skews more female with an average age of 43.4, and over-indexes on personality traits such as Indulgence, Convenience Orientation.
The typical Oceania fan in Australia is more female, around 43.4 years old, with strong Indulgence tendencies and a notable affinity for WhatsApp.
The key figures that characterise the Oceania profile in Australia.
55.4% are female, 44.6% are male, average age 43.4.
| Metric | Value |
|---|---|
| Female | 55.4% |
| Male | 44.6% |
| Average age | 43.4 |
| Estimated audience size | 13,016,152 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Oceania audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.0% |
| Australia | 16.2% |
| Indonesia | 12.2% |
The strongest cross-interests of the Oceania audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Internet & Social Media | 1.61× | |||
| 02 | Innovation | Business & Career | 1.61× | ||
| 03 | Malaysia Airlines | Travel & Leisure | 1.61× | ||
| 04 | Hypermarket | Shopping | 1.61× | ||
| 05 | Employment agency | Business & Career | 1.61× | ||
| 06 | Thai Airways | Travel & Leisure | 1.61× | ||
| 07 | Harry Styles | Music & Radio | 1.61× | ||
| 08 | Biotechnology | Business & Career | 1.61× | ||
| 09 | Bread roll | Food & Beverages | 1.61× | ||
| 10 | Nobel Peace Prize | Politics & Society | 1.61× | ||
| 11 | Japan Airlines | Travel & Leisure | 1.61× | ||
| 12 | Bank account | Business & Career | 1.60× | ||
| 13 | Tom Welling | Movies & TV | 1.59× | ||
| 14 | Water purification | Food & Beverages | 1.59× | ||
| 15 | Landline | Technology & Electronics | 1.58× | ||
| 16 | Retail banking | Business & Career | 1.56× | ||
| 17 | Cathay Pacific | Travel & Leisure | 1.53× | ||
| 18 | Business school | Business & Career | 1.53× | ||
| 19 | Organic cotton | Fashion & Accessoires | 1.52× | ||
| 20 | Blanket | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.42× | |
| Convenience Orientation | PREMIUM | 1.26× | |
| Urban Lifestyle | OPEN | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.95× | |
| Need for Security | CONSERVATISM | 0.95× | |
| Creativity | OPEN | 0.98× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Oceania. 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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