A data profile of the people who buy, follow and care about Optus in Australia — modelled from more than twelve digital signal sources. Optus has an estimated audience of 3,759,092 people in Australia.
Optus has an estimated audience of 3,759,092 people in Australia. 45.1% are female, 54.9% are male, average age 45.2. Top brand affinities: Australia Post, Telstra, Dan Murphy's, Westpac, Commonwealth Bank.
Top brand affinities include Australia Post, Telstra, Dan Murphy's, with strongest over-indexing on Australia Post (1.81× the country average).
Demographically, the Optus audience skews balanced with an average age of 45.2, and over-indexes on personality traits such as Convenience Orientation, Need for Security.
The typical Optus fan in Australia is balanced, around 45.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Australia Post.
The key figures that characterise the Optus profile in Australia.
45.1% are female, 54.9% are male, average age 45.2.
| Metric | Value |
|---|---|
| Female | 45.1% |
| Male | 54.9% |
| Average age | 45.2 |
| Estimated audience size | 3,759,092 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 36% |
of the worldwide Optus audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 92.1% |
| United States | 2.0% |
| India | 1.7% |
The strongest cross-interests of the Optus audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Boost Mobile | Technology & Electronics | 2.92× | ||
| 02 | Internet service provider | Technology & Electronics | 2.67× | ||
| 03 | Western Union | Business & Career | 2.57× | ||
| 04 | Broadband | Technology & Electronics | 2.42× | ||
| 05 | Telstra | Technology & Electronics | 2.12× | ||
| 06 | Vodafone | Technology & Electronics | 1.98× | ||
| 07 | Home automation | Technology & Electronics | 1.84× | ||
| 08 | Australia Post | Business & Career | 1.81× | ||
| 09 | Public holiday | Travel & Leisure | 1.80× | ||
| 10 | Subway | Food & Beverages | 1.74× | ||
| 11 | Pizza Hut | Food & Beverages | 1.74× | ||
| 12 | Telecommunication | Technology & Electronics | 1.70× | ||
| 13 | Commonwealth Bank | Business & Career | 1.69× | ||
| 14 | Dan Murphy's | Food & Beverages | 1.68× | ||
| 15 | Westpac | Business & Career | 1.67× | ||
| 16 | Hyundai | Cars & Mobility | 1.64× | ||
| 17 | Desktop computers | Technology & Electronics | 1.60× | ||
| 18 | Wikipedia | Internet & Social Media | 1.57× | ||
| 19 | Sustainable energy | Home & Garden | 1.57× | ||
| 20 | Internet & Social Media | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.36× | |
| Need for Security | CONSERVATISM | 1.23× | |
| Urban Lifestyle | OPEN | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.69× | |
| Design Affinity | PREMIUM | 0.71× | |
| Healthy Lifestyle | BALANCE | 0.78× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Optus. 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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