A data profile of the people who buy, follow and care about Online marketplace in Australia — modelled from more than twelve digital signal sources. Online marketplace has an estimated audience of 2,102,582 people in Australia.
Online marketplace has an estimated audience of 2,102,582 people in Australia. 55.8% are female, 44.2% are male, average age 44.3. Top brand affinities: Airbnb, Wikipedia, Singapore Airlines, WhatsApp, Expedia.
Top brand affinities include Airbnb, Wikipedia, Singapore Airlines, with strongest over-indexing on Airbnb (2.82× the country average).
Demographically, the Online marketplace audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Indulgence, Travelling.
The typical Online marketplace fan in Australia is more female, around 44.3 years old, with strong Indulgence tendencies and a notable affinity for Airbnb.
The key figures that characterise the Online marketplace profile in Australia.
55.8% are female, 44.2% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 55.8% |
| Male | 44.2% |
| Average age | 44.3 |
| Estimated audience size | 2,102,582 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 34% |
of the worldwide Online marketplace audience comes from Australia.
| Country | Share |
|---|---|
| United States | 15.1% |
| China | 10.1% |
| India | 8.5% |
The strongest cross-interests of the Online marketplace audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Airbnb | Travel & Leisure | 2.82× | ||
| 02 | Wikipedia | Internet & Social Media | 2.69× | ||
| 03 | Japan Airlines | Travel & Leisure | 2.45× | ||
| 04 | Landline | Technology & Electronics | 2.15× | ||
| 05 | Expedia | Travel & Leisure | 2.12× | ||
| 06 | Malaysia Airlines | Travel & Leisure | 2.08× | ||
| 07 | Thai Airways | Travel & Leisure | 2.07× | ||
| 08 | Cathay Pacific | Travel & Leisure | 1.99× | ||
| 09 | Employment agency | Business & Career | 1.86× | ||
| 10 | Emirates | Travel & Leisure | 1.83× | ||
| 11 | Public security | Politics & Society | 1.81× | ||
| 12 | Singapore Airlines | Travel & Leisure | 1.79× | ||
| 13 | Hostel | Travel & Leisure | 1.67× | ||
| 14 | Trivago | Travel & Leisure | 1.66× | ||
| 15 | Non-alcoholic beverage | Food & Beverages | 1.63× | ||
| 16 | Skyscanner | Travel & Leisure | 1.60× | ||
| 17 | Online auction | Shopping | 1.55× | ||
| 18 | Internet & Social Media | 1.52× | |||
| 19 | Ecotourism | Business & Career | 1.51× | ||
| 20 | Hypermarket | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.21× | |
| Travelling | THRILL | 1.20× | |
| Quality Awareness | PREMIUM | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.73× | |
| Pet Ownership | JOY | 0.86× | |
| DIY Mentality | THRILL | 0.90× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Online marketplace. 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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