A data profile of the people who buy, follow and care about Officeworks in Australia — modelled from more than twelve digital signal sources. Officeworks has an estimated audience of 7,284,622 people in Australia.
Officeworks has an estimated audience of 7,284,622 people in Australia. 58.5% are female, 41.5% are male, average age 42.7. Top brand affinities: Australia Post, Aldi, Dan Murphy's, Discount stores, Telstra.
Top brand affinities include Australia Post, Aldi, Dan Murphy's, with strongest over-indexing on Australia Post (1.92× the country average).
Demographically, the Officeworks audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.
The typical Officeworks fan in Australia is more female, around 42.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Australia Post.
The key figures that characterise the Officeworks profile in Australia.
58.5% are female, 41.5% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 58.5% |
| Male | 41.5% |
| Average age | 42.7 |
| Estimated audience size | 7,284,622 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 20% | |
| 30-39 | 23% | |
| 40-49 | 24% | |
| 50+ | 25% |
of the worldwide Officeworks audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 96.7% |
| United States | 0.9% |
| Japan | 0.4% |
The strongest cross-interests of the Officeworks audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Europcar | Cars & Mobility | 4.01× | ||
| 02 | Hypermarket | Shopping | 2.55× | ||
| 03 | Birkenstock | Fashion & Accessoires | 2.36× | ||
| 04 | Anne Hathaway | Movies & TV | 2.25× | ||
| 05 | Red Rooster | Food & Beverages | 2.15× | ||
| 06 | Microwave oven | Home & Garden | 2.09× | ||
| 07 | Photovoltaics | Home & Garden | 1.98× | ||
| 08 | Australia Post | Business & Career | 1.92× | ||
| 09 | Aldi | Shopping | 1.77× | ||
| 10 | Discount stores | Shopping | 1.70× | ||
| 11 | Kitchenware | Home & Garden | 1.70× | ||
| 12 | Innovation | Business & Career | 1.66× | ||
| 13 | Pizza Hut | Food & Beverages | 1.66× | ||
| 14 | Wikipedia | Internet & Social Media | 1.65× | ||
| 15 | Koala | Pets & Animals | 1.62× | ||
| 16 | Dan Murphy's | Food & Beverages | 1.57× | ||
| 17 | Apple TV | Movies & TV | 1.56× | ||
| 18 | Telstra | Technology & Electronics | 1.53× | ||
| 19 | Blanket | Home & Garden | 1.51× | ||
| 20 | Bupa | Health | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.80× | |
| Quality Awareness | PREMIUM | 1.45× | |
| Indulgence | JOY | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.85× | |
| Healthy Lifestyle | BALANCE | 0.88× | |
| Design Affinity | PREMIUM | 0.88× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Officeworks. 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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