A data profile of the people who buy, follow and care about Parent in Australia — modelled from more than twelve digital signal sources. Parent has an estimated audience of 6,518,408 people in Australia.
Parent has an estimated audience of 6,518,408 people in Australia. 73.1% are female, 26.9% are male, average age 42.9. Top brand affinities: Aldi, Real property, Blanket, Child care, Kindergarten.
Top brand affinities include Aldi, Real property, Blanket, with strongest over-indexing on Aldi (1.61× the country average).
Demographically, the Parent audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Tradition, Convenience Orientation.
The typical Parent fan in Australia is more female, around 42.9 years old, with strong Tradition tendencies and a notable affinity for Aldi.
The key figures that characterise the Parent profile in Australia.
73.1% are female, 26.9% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 73.1% |
| Male | 26.9% |
| Average age | 42.9 |
| Estimated audience size | 6,518,408 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 19% | |
| 30-39 | 22% | |
| 40-49 | 22% | |
| 50+ | 28% |
of the worldwide Parent audience comes from Australia.
| Country | Share |
|---|---|
| United States | 22.8% |
| Japan | 5.8% |
| United Kingdom | 4.8% |
The strongest cross-interests of the Parent audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Huggies | Kids & Family | 2.10× | ||
| 02 | Bored Panda | Internet & Social Media | 2.00× | ||
| 03 | Blanket | Home & Garden | 1.84× | ||
| 04 | Snapped | Movies & TV | 1.84× | ||
| 05 | Jason Momoa | Movies & TV | 1.82× | ||
| 06 | Preschool | Kids & Family | 1.76× | ||
| 07 | Diaper | Kids & Family | 1.72× | ||
| 08 | Adoption | Kids & Family | 1.71× | ||
| 09 | Children's literature | Literature | 1.71× | ||
| 10 | Aldi | Shopping | 1.61× | ||
| 11 | Baby shower | Kids & Family | 1.60× | ||
| 12 | Thermomix | Home & Garden | 1.60× | ||
| 13 | Child care | Kids & Family | 1.58× | ||
| 14 | Kindergarten | Kids & Family | 1.58× | ||
| 15 | Bec and Bridge | Fashion & Accessoires | 1.58× | ||
| 16 | Primary school | Kids & Family | 1.57× | ||
| 17 | Long hair | Beauty & Wellness | 1.57× | ||
| 18 | Real property | Home & Garden | 1.55× | ||
| 19 | Hypermarket | Shopping | 1.51× | ||
| 20 | Lush (company) | Beauty & Wellness | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.31× | |
| Convenience Orientation | PREMIUM | 1.24× | |
| Community Orientation | OPEN | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.82× | |
| Luxury Orientation | PREMIUM | 0.85× | |
| Pet Ownership | JOY | 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 Parent. 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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